16. Which traditional news criterion would you expect to be most important in public relations messages

distributed through the mass media?

a. Proximity

b. Timeliness

c. Prominence

d. Impact

17. In recent years social media has had a major impact on the practice of public relations. In which of the

following areas has the impact been greatest and experienced most immediately?

a. Politics

b. Retail business

c. Automotive sales

d. Nonprofits

18. Which phase of public relations audience research is associated with summative evaluation?

a. Implementation

b. Impact

c. Attitude change

d. Preparation