12 Chapter I. Working with the media

tailored message — сообщение, составленное с учетом ситуации;

рассчитанное на определенную аудиторию

target audience — целевая аудитория

variety — разнообразие

Exercises

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

own:

следовательно; представлять клиента или организацию; служить

ч. л.; цель ч. л.; дать возможность; объективный; влияние; не

зависимость от к. л., ч. л.; реклама; требовать.

2) Find the words in the text which describe or mean the following:

1. bringing the best possible profits or advantages for the lowest

possible costs —

2. important or interesting enough to be reported as news —

3. a person at а publishing or broadcasting institution who decides

whether to use news supplied bу outsiders, typically public relations

personnel sending material on behalf of their clients or employers —

3) Translate the following wоrd_combinations into Russian. Use them in

your own sentences:

channels of communication

satellite

mass

to endorse information

shared

screens and filters of

4) Translate the following sentences into Russian:

1. His talent resides in his story telling abilities.

2. They made а judgement 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 massagers are being widely disseminated via the Internet.

6. These days, he endorses products including health foods and

sunglasses.

UNIT 2. PUBLIC RELATIONS DEPENDENCE ON THE MEDIA 13

5) 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

6) Complete the sentences with the following words (target audiences; mass

communication; accomplished; level; messages; outlets; 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 communicators to reach

very specific __________ with tailored messages __________ for

them.

7) Insert prepositions where necessary (at; in; to; as; on; from; by; of):

1. Your dependence __________ the media requires that you be

accurate and honest __________ all times __________ all your

public relations materials.

2. The media’s power and influence __________ а democratic

society reside their independence __________ government control.

3. This is important ________________ you because the media,

__________ inference, serve __________ third party endorsers

__________ your information.

8) Explain the grammatical structure of the sentence. Write down two

sentences of your own with the same form:

You dependence on the media requires that you be accurate and honest.

9) Write down the questions for these answers:

1. The purpose of public relations is to inform, shape opinions and

attitudes, and motivate.

2. The media’s power and influence in а democratic society reside in

their independence from government control.