Publicist for a public relations firm

15, Bill, a publicist for a public relations firm, wrote content and stories that were rejected, and his supervisor told him the material would not appeal to media gatekeepers. What is the most important thing Bill should do to be an effective publicist?

Select one:

a.

Bill must learn to be an effective problem solver.

b. Bill must be thoroughly familiar with traditional journalistic news values.

c. Bill must know where to find news and how to select the most interesting angle.

d.

Bill must come up with creative publicity tactics that effectively break through a forest of competing messages.