Read the passage and guess the meaning of the words in bold and then use them to fill the gaps in the sentences below.

The public relations writer, with manyspecific audiences to reach, uses many channels. Public relations writer must not only determine the message but also to select the most effective channelof communication. The most effective channel for tailored message may be direct mail, a pamphlet, an organizational newsletter, a videotape, a poster, or a special event. Any combination of channels may be selected to achieve message penetration and maximum understanding.

1. The money was collected for a specific ______.

2. The floor is sealed to prevent water ______.

3. The firm is working on a new product in ______ with several overseas partners.

4. The newsletter is a useful ______ of communication.

5. I left a ______ on your answering machine.

3. It’s well-known that communication is basic to all Public Relations. Think about alternative Public Relations’ functions in different organizations.

Reading

1. Look through the questions below and give possible answers. The n read the text “The Industry Today” and check your predictions

1. What is the purpose of many public relations programs?

2. What is publicity?

3. What is publicity designed to?

4. Who decides whether an organization’s information qualities as news and is worthy of being published or broadcast?

5. What must a public relations writer understand to work effectively?

THE INDUSTRY TODAY

Modern public relations evaluates a product or individual's public perception through market research and situation analysis. Once data is collected and challenges are identified, solutions are presented in a campaign strategy to meet goals and objectives. Techniques may vary from campaign to campaign but some standard tools used are: press releases, press kits, satellite feeds, pod casts, web casts, wire service distribution of information, and publishing of information material and internet placement. Others include entertainment product placement (television, events, and celebrity), product launches, press conferences, media seminars, producing events, speech writing, establishing partnerships and community relationships. Although public relations professionals are stereotypically seen as corporate servants, the reality is that almost any organization that has a stake in how it is portrayed in the public arena employs at least one PR manager. Public relations is an important management function in any organization.

An effective public relations plan for an organization is developed to communicate a message that coincides with organizational goals and seeks to benefit mutual interests whenever possible. As industry consolidation becomes more prevalent, many organizations and individuals are choosing to retain "boutique" firms as opposed to so-called "global" communications firms. These smaller firms typically specialize in only a couple of practice areas and thus, often have a greater understanding of their client's business. Because they deal with certain journalists with greater frequency, specialty firms often have stronger media contacts in the areas that matter most to their clients. Added benefits of smaller, specialty firms include more personal attention and accountability, as well as cost savings. This is not to say that smaller is always better, or others but there is a growing consensus that specialty firms offer more than once considered.

Public relations and publicity are not synonymous but many PR campaign include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR planning. A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. Lobby groups are established to influence government policy, corporate policy, or public opinion. These groups claim to represent a particular interest.

2. Match the word to its definition and then reproduce them in the sentences of your own:

1. foster a). improving a situation

2. beneficial b). to encourage sth to develop.

3. accountability c).money that sb invests in a company

4. a stake d) .proposals for greater police accountability

5. prevalent e). a person or company that is involved in a particular

organization , project, system.

6. stakeholder f). that exists or is very common at a particular time or in a particular place.

Date: 2016-01-14; view: 1133