Direct observation should be used for seeking information about the audience.

Considering the nine Management By Objectives (MBO) steps, media channel objectives refer to

A) the media channels recommended by your client. B) what media gatekeepers are looking for in a news angle. C) the optimal media channels for your target audience. D) an increasing emphasis on social media. E) sources and questions that interest the journalist

His PR principles signaled the end of the “public-be-damned” attitude of business and the beginning of

the “public-be-informed” era. However, he didn’t practice what he preached: a) Ivy Lee; b) Edward Bernays; c) Samuel Insull; d) Joseph Pulitzer; e) P.T. Barnum