Match the words and expressions with the definitions:

1.	personality buildup	a.	to withdraw from a situation
2.	inflated stories	b.	development of a person’s public image
3.	to appear in a bad light	c. stories that show something to be better than it
			really is
4.	to back out of something	d.	not based on facts
5.	to hold a grudge against	e.	bad or dishonest behavior by someone in a position
			of authority or trust
6.	slip of the tongue	f.	to make a declaration
7.	unfounded	g.	to increase public awareness of a celebrity
8.	to minimize the momentum	h.	to show the negative side of something
9.	sound bite	i.	to have a feeling of dislike for someone because
			you cannot forget that they harmed you in the past
10. misconduct		j.	to limit the development of something
11. to handle publicity for somebody		k.	an accidental mistake in speaking
12. to issue a statement		l.	a brief statement taken from an audiotape or
			videotape and broadcast especially during a news
			report

3. Reading

Reading 17.1.

Notes

If a negative adverb or adverbial expression is put at the beginning of a clause for emphasis, it is usually followed by auxiliary verb+subject. These structures are mostly rather formal.

Under no circumstances can we cash cheques.

The same construction is used after restrictive words like hardly, seldom, rarely, little and never, and after expressions containing only.

Hardly had I arrived when trouble started. Only then did I understand what she meant.

Not only did we lose our money, but we were nearly killed

(Michael Swan. “Inversion.” Practical English Usage. 2nd ed. 1996.)

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Before you read answer the following questions:

1.What are the steps of planning a personality campaign?

2.What questions can you a PR practitioner ask the client while developing a personality campaign?

3.What kinds of client’s photos should be available to the media?

Read the text and match these headings with the paragraphs:

a.Plan a Marketing Strategy

b.Conduct the Campaign

c.Interview the Client

d.Prepare a Biography of the Client

Conducting a personality campaign

A campaign to generate public awareness of an individual should be planned just as meticulously as any other public relations project. This is the fundamental process, step by step, for the practitioner to follow.

1……………………………………

The client should answer a detailed personal questionnaire. The practitioner should be a dogged, probing interviewer, digging for interesting and possibly newsworthy facts about the person’s life, activities, and beliefs. Not only must practitioners draw out such details from their clients, they must also have the ingenuity to develop these facts as story angles.

2……………………………………

The basic biography should be limited to four typed pages, perhaps less. News and feature angles should be placed high in the “bio”, as it is termed, so an editor or producer can find them quickly. The biography, a portrait and other photographs of the client, and, if possible, additional personal background items should be assembled in a press kit for extensive distribution. Usually the kit is a cardboard folder with inside pockets.

3…………………………………….

The practitioner should determine precisely what is to be sold and which types of audience are the most important to reach. For example, a politician trying to project herself as a representative of minority groups should be scheduled to speak before audiences in minority neighborhoods and placed on radio stations whose demographic reports show that they attract minority listeners.

4…………………………………….

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The best course normally is to project the client on multiple media simultaneously. Radio and television appearances create public awareness and often make newspaper feature stories easier to obtain. The process works in reverse as well. Using telephone calls and “pitch” letters to editors and program directors, the publicist should propose print and on-air interviews with the client. Every such approach should include a news or feature angle for the interviewer to develop. Since magazine articles take longer to reach print, the publicist should begin efforts to obtain them as early as possible.

News Releases. News releases are an important avenue of publicity, but the practitioner should avoid too much puffery.

Photographs. Photographs of the client should be submitted to the print media as often as justifiable. Basic in the press kit is the standard head-and-shoulders portrait, often called a “mug shot.” Photographs of the client doing something interesting or appearing in a news-worthy group may be published merely with a caption, without accompanying story. The practitioner and the photographer should be inventive, putting the client into unusual situations. The justification for a successful submission can be thin if the picture is colorful and/or timely.

Public appearances. Another way to intensify awareness of individual clients is to arrange for them to appear frequently in public places. Commercial organizations at times invite celebrities of various types or pay them fees to dress up dinner meetings, conventions, and even store openings.

Awards. A much used-device, but still a successful, is to have a client receive an award. The practitioner should be alert for news of awards to be given and nominate the client for appropriate ones. Follow-up communications with persuasive material from the practitioner may convince the sponsor to make the award to the client. In some instances, the idea of an award is proposed to an organization by a practitioner, whose client is then conveniently declared the first recipient.

Nicknames and Labels. Creating catchy nicknames for clients helps the practitioner get their names into print. Celebrity worshippers like to call their heroes and heroines by nicknames, as though the practice denoted a personal relationship.

Record the Results. Those who employ practitioners want tangible results in return for their fees. The practitioner also needs to compile and analyze the results of a personality campaign in order to determine the effectiveness of the various methods used. Tearsheets, photographs, copies of news releases, and, when possible, videotape clips of client’s public appearances should be given to the client. At the end of the campaign, or at intervals in a long-term program, summaries of what has been accomplished should be submitted.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 349-350)

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Choose the best alternative that best completes the statement or answers the question:

1.A publicity campaign to generate public awareness of a person

a.Develops on its own once begun

b.Requires a minimum effort

c.Is simply a matter of following a tried and true formula

d.Is thoroughly planned in advanced

e.Is best accomplished after the person begins to achieve media notice

2.A news release containing a number of flowery adjectives and exaggerated information is often labeled.

a.Puffery

b.Flackery

c.Publicity

d.Pseudo-news

e.Promotion

3.A way to gain maximum use of a client’s photo that is newsworthy or interest-catching is to

a.Send it to People magazine

b.Air express it to major daily newspaper

c.Forward it to USA Today

d.Submit it to a major news service

e.Send it to CNN

4.Publicists create nicknames for clients because

a.Columnists want them

b.They’re easy to remember

c.They make headline-writing easier

d.The celebrity wants a new or different identity

e.It helps denote a personal relationship with fans

Match the words (1-10) with the definitions (a-j).

1. questionnaire	a. a packaged set of promotional materials, such as
	photographs and background information, for distribution to
	the press
2. ingenuity	b. letter written to introduce a source and story idea to a
	member of the media
3. press kit	c. a photograph of a person's face
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