Methods, tools and tactics

Public relations and publicity are not synonymous but many PR campaigns 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.

Publics targeting

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. Marketers often refer to economy-driven "demographics," such as "black males 18-49," but in public relations audience is more fluid, being whoever someone wants to reach.

In addition to audiences, there are usually stakeholders, literally people who have a "stake" in a given issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, a charity commissions a PR agency to create an advertising campaign to raise money to find a cure for a disease. The charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money.

Sometimes the interests of differing audiences and stakeholders common to a PR effort necessitate the creation of several distinct but still complementary messages. This is not always easy to do, and sometimes – especially in politics – a spokesperson or client says something to one audience that angers another audience or group of stakeholders.

ВАРИАНТ 2

I. Перепишите следующие предложения, подчеркните в каждом из них глагол-сказуемое и определите его видовременную форму и залог. Переведите предложения на русский язык. В разделе (В) обратите внимание на особенности перевода пассивных конструкций.

А)

1. The brain controls your body and keeps all parts of your body working together.

2. When she was checking invoices, she noticed a small mistake.

3. And now the trade of this town is developing with extreme rapidity and the ambition of the inhabitants is growing along with it.

4. We changed our advertising campaign at the end of the year.

B)

1. When messages are received by centres, the brain interprets them.

2. Considerable damage was caused by the fire.

3. A new highway is being built between Germany and the Netherlands.

II. Перепишите следующие предложения, подчеркните Participle I,

Participle II и установите функции каждого из них, т.е. укажите, является ли оно определением, обстоятельством или частью сказуемого. Переведите предложения на русский язык.

1. Your new multimedia project sounds really exciting.

2. Scientists are experimenting with a system allowing drivers to see better after dark.

3. When answering your question yesterday I forgot this fact.

4. The attention paid to the study of fundamental subjects is great.

III. Перепишите следующие предложения, подчеркните в каждом из них модальный глагол или его эквивалент. Переведите предложения на русский язык.

1. We must protect the clean water that remains for the sake of our children and grandchildren.

2. We are trying a new dress code. We don’t have to wear formal clothes on Fridays.

3. If you are traveling by air, you mustn't carry anything in your luggage that could be used as a weapon, such as a knife or a pair of scissors.

4. It’s not necessary for you to leave a deposit.

5. It was possible for us to see this problem coming.

IV. Переведите на русский язык.