1. This article’s title is drawn from the title of one the most complete early discussions of publicity’s implied third-party endorsement effect: Richard M. Detwiler,“Yes, Virginia, It’s All True—What They Say About Third Party Endorsement,” Public Relations Journal 29 (May 1974), pp. 10–11.
2. Morris B. Rotman,“PR is Still a Necessary Adjunct to Efficient Marketing Today,” Advertising and Sales Promotion (September 3, 1973.), pp. 13; Kenneth Roman and Jane Mass, The New How to Advertise (New York: St. Martin’s Press, 1993), p. 102; Joan Aho Ryan and George H. Lemmond, “Thinking Like a Brand Manager,” Public Relations Journal 45 (August 1989), pp. 27–28; Jeff Blyskal and Marie Blyskal, PR: How the Public Relations Industry Writes the News (New York: William Morrow, 1985), p. 172.
3. Rina Alcalay and Shahnaz Taplin,“Community Health Campaigns: From Theory to Action,” in Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns, 2nd ed. (Newbury Park, CA: Sage Publications, 1989), pp. 105–129; Leonard W. Doob, Public Opinion and Propaganda (New York: Henry Holt and Company, 1948), p. 367. William J. McGuire, “Persuasion, Resistance and Attitude Change,” in Ithiel de sola Pool, Frederick W. Frey Wilbur Schranm, Nathan Maccoby and Edwin B. Parker (eds.), Handbook of Communication (Chicago: Rand McNally College, 1973), p. 231; Michael Pfau and Roxanne Parrott, Persuasive Communication Campaigns (New York: Allyn and Bacon, 1993), p. 228; Michael Schudson, Advertising: The Uneasy Persuasion (New York: Basic Books, 1984), p. 101.
4. Richard Detwiler, op. cit., p. 10.
5. Todd Hunt and James E. Grunig, Public Relations Techniques (Fort Worth, TX: Harcourt Brace College Publishers, 1993), p. 383.