PR Dependance on the Media

The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be accomplished only if people receive messages constantly and consistently.

The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable millions of people to receive a message at the same time. Through the miracle of satellite communications, the world is a global village of shared information.

On a more specialized level, the media are no longer just mass communication. Thousands of publications and hundreds of radio, television, and cable studios enable the public relations communicator to reach very specific target audiences with tailo¬red messages designed just for them. Demographic segmentation and psychographics are now a way of life in advertising, marketing, and public relations.

The media’s power and influence in a democratic society reside in their independence from government control. Reporters and editors make independent judgements about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not every one is happy with what they decide, the fact remains that media gatekeepers are generally perceived as more objective than public relations people who represent a particular client or organization.

This is important to you because the media, by conclusion, serve as third-party endorsers of your information. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The information is no longer from your organization.

Consequently, your dependence on the media requires that you be accurate and honest at all times in all your public relations materials.

Notes:  psychographic — a system for classifying people by mental attitudes and values rather than by physical characteristics, income level, or place of residence; психография.

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Vocabulary

be designed for smb.	быть предназначенным для к.-л.
channels of communication	каналы связи
cost-effective	рентабельный
disseminate	распространять
endorse information	поддерживать, распределять информацию
gate-keeper	редактор
conclusion	заключение, вывод
make a judgement	сделать заключение
reside in smth.	принадлежать ч.-л., заключаться в ч.-л.
satellite communications	спутниковая связь
shape opinions and attitudes	сформировать точку зрения, мнение
tailored message	сообщение, составленное с учетом ситуации; рассчитанное на определенную аудиторию
target audience	целевая аудитория
variety	разнообразие

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1)    Find the English equivalents in the text. Use them in sentences of your own

1. следовательно
2. представлять клиента или организацию
3. служить чем-то
4. цель чего-то
5. дать возможность
6. объективный
7. влияние
8. независимость от кого-то, чего-то
9. реклама
10. требовать

2) Translate the following word-combinations into Russian. Use them in your own sentences

1. channels of communication
2. satellite
3. mass communication
4. to endorse information
5. shared information
6. screens and filters of

3) Translate the following sentences into Russian

1. His talent resides in his story-telling abilities.
2. They made a judgment without knowing all the facts.
3. Teenagers’ tastes, preferences and opinions are shaped by what they see in the media.
4. The kitchen is designed for two cooks, with double work areas.
5. These messagers are being widely disseminated via the Internet.
6. These days, he endorses products including health foods and sunglasses.

4) Match the words which are close in their meaning

to disseminate	precise
to perceive	to spread
credibility	to demand
to require	trust
accurate	to think of

5)    Complete the sentences with the following words

• target audiences
• mass communication
• accomplished; level
• messages
• studios
• designed
• consistently

1. This can be only if people receive    constantly and ______________.
2. On a more specialized __________, the media are no longer just______________________________.
3. Thousands of publications and hundreds of radio, television, and cable_________ enable the public relations to reach very specific______________________with tailored messages just for them.

6)    Insert prepositions where necessary

at; in; to; as; on; from; of

1. Your dependence ____the media requires that you be accurate ____all times ____all your materials.
2. The media’s influence____a democratic society reside____their independence____    government control.
3. This is important____you because the media, serve____third-party endorsers____your information.

7)    Can you explain the following?

1. Through the miracle of satellite communications, the world is a global village of shared information.
2. Demographic segmentation and psychographics are now a way of life in adverti¬sing, marketing and PR.
3. The media, by conclusion, serve as third-party endorsers of your information.

8)    Agree or disagree

1. On a more specialized level, the media are no longer just mass communication
2. The media’s power and influence in a democratic society reside in their independence from government control.

Make sure to use the following expressions:

• I fully agree with it
• I disagree with it
• Beyond all doubt
• There’s something in it, but…
• I wouldn’t say so
• Oh, that’s all wrong, I’m afraid
• I agree with it on the whole but it could be said that.

9) Homework: Write an essay aswering the following questions

1. The jobs of public relations personnel and journalists are mutually dependent.
2. The working relationship between public relations and the media is built on trust, respect, and credibility
3. A large percentage of the stories in a newspaper originate from public relations sources.
4. Mass media have the capability of multiplying messages and reaching millions of people at the same time.