| A | B |
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| When sport/event marketers use ongoing, two-way communication to build trust and goodwill with the media, they are creating a(n) ____________ relationship. | interactive |
| Ms. Johnson did not proofread a news release before it was mailed to the media, and several errors were found later. In order to minimize the damage that may result, Ms. Johnson should | call the media to give the correct information |
| What do sport/event planners often develop to encourage television and newspaper coverage? | Media guides |
| What do businesses often include with a news release to attract an editor's attention: | Captioned photograph |
| Following a rash of newspaper criticism for being overpaid, a multimillion-dollar athlete signed up to be a volunteer spokesperson for Special Olympics. What was the athlete attempting to accomplish by promoting this move to the press? | Overcome negative publicity |
| Which of the following is an advantage to a sport organization that develops an interactive relationship with the broadcast and print media: | Builds mutually favorable relationships |
| Why is it important for professional sport organization to develop relationships with the media? | To maximize favorable news and event coverage |
| What do businesses need to remember after they send a news release to the media? | The editor decides whether to publish or broadcast the release |
| To develop positive relationships with the media, an advertising agency's public-relations director must be | honest and professional |
| Sport/event organizations develop and generate newsletters to | communicate with the public |
| Developing positive relationships with people who work for local television stations and newspaper publishers is a way for an advertising agency to generate _______ for its clients. | publicity |
| One reason sport/event organizers often plan a day to give the media an opportunity to visit the site in advance is to encourage the media to | publicize the preparations |
| What information should a business obtain to get its news releases used? | Media deadlines |
| When writing news releases, businesses should avoid including their | opinions. |
