This exercise challenges students to identify the type of publicity (news release, feature article, captioned photograph, or press conference) described by each example. Use these words to fill in the blanks: news release, feature article, captioned photograph, or press conference. One answer for each question. 1. An oil and gas company just experienced a major oil spill. It is important that the CEO personally address the media to give a statement and provide reassurances. 2. The Atlanta Zoo wants to market a benefits concert so it writes up a short blurb and sends it to the local radio station. 3. : Lululemon paid to have a large photo of its newest yoga outfit placed on the front page of the newspaper, accompanied by a brief description to explain what it is. 4. : An article on Square's credit card reader and how it can change the banking industry appeared in Bloomberg Businessweek. 5. : PR Newswire works with Kraft to develop and distribute a 300 -word story about how it has performed in the last quarter