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Answer the questions.

1. What is the purpose of PR professionals in a company?

2. Who PR professionals can help? In what way?

3. What is “public” in PR terms?

4. Can anybody be excluded from the list of PR public?

5. What does PR success require?

6. What is the most powerful tool of PR trade?

7. What is a press release?

8. Who are the press releases sent to?

9. Why is PR sometimes underestimated?

10. Can PR be of any use for the government?

11. PR professional send faxes and press releases, don’t they?

7. Ask 5 questions to the following sentences.

1. PR professional manage image for a company.

2. PR professionals have achieved great success because of good understanding of problems and concerns of the clients.

3. Companies cultivated good relationships with local press representatives.

4. Karen Hughes is scheduled to speak at the Public Relations Society of America's annual conference about "public diplomacy”.

5. PR executive went on the cable TV news program to answer the tough questions.

8. Read some more information about public relations from the point of view of Linux Community. Add to the material you’ve already learnt and be ready to give your own idea of the subject.


You have news to share—information that would benefit the Linux community. You have some idea of the people you want to reach with your news and views. Now the problem becomes: How to reach them in the most effective way? The better the communications between you and your audience, the higher the profile of your organization.

Generating publicity is not as complex as you might think. Most of the success of public relations centers on knowing what to do and when. Implementing these initiatives can dramatically increase awareness of your business.

Public relations (PR) is often confused with advertising, merchandising, promotion, or any of a dozen other buzz words in the marketing communications vocabulary. (By the way, marketing communications is a broad term that encompasses all of these disciplines.)

Public relations is about doing something newsworthy that you want to communicate, and then telling your audience (or very likely, several audiences) what you have done.

One of the most common public relations vehicles is the brief "New Product" announcement you see in magazines and trade publications. Often only a few lines or a paragraph in length, these announcements herald the launch of future products or services. These short announcements are typically triggered by a new product release, which may be accompanied by various forms of communications such as internal announcements to the organization's employees and external news releases to the media, stockholders, user community, and other groups. News releases trigger a chain of events that result in visibility.

There are some important terms that may help you understand public relations. News media refers to all the places where people read or hear about news, including newspapers, magazines, television, radio, and the Internet.

A news release, sometimes referred to as a press release, is a printed or electronic document issued by organizations who want to communicate news to editors, journalists, industry writers, or other media groups. Journalists write about the story for publication (if it is considered newsworthy), while editors control whether the story actually appears in a newspaper, magazine, website, or broadcast.

A news release contains important facts, quotes from key people, dates that the news happened (or will happen), and contacts for additional information. The news release is concise and usually runs no longer than two pages.

Public relations, then, can be thought of as the process that delivers your news to the people you want to reach through a broad, influential, and far-reaching news media community.

9. After you’ve read the text and shared your idea about public relations, read the quotes of the famous PR specialists and comment on them.

“Some are born great, some achieve greatness, and some hire public relations officers”

Daniel J. Boorstin (American social historian and educator)

“For a successful technology, reality must take precedence over public relations, for nature cannot be fooled”

Richard Feynman (American theoretical physicist)

“Everything you say or do is public relations”


“I’m struggling at the end to get out of the valley of hectoring youth, journalistic middle age, imposture, moneymaking, public relations, bad writing, mental confusion”

Stephen Spender


Date: 2015-02-16; view: 682

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