Exercises to Chapter 11 “The Audience and How to Reach It”
Choose the one alternative that best completes the statement or answers the question.
Which of the following media is known for its low cost and ability to reach specific audiences in almost any situation?
a) newspaper b) television c) radio d) magazines e) videotex
Which one of the following media has the strongest emotional impact?
newspapers b) television c) radio d) magazines e) videotex
The majority of daily newspapers in the United States are classified as ______ newspapers.
a) morning b) late-night c) 24-hour d) evening
General news releases are usually submitted to what editor on a newspaper?
copy editor b) executive editor c) sports editor d) city editor e) living section editor
Which one of the following media is most effective for a message requiring absorption of details?
print b) radio c) television d) film e) video cassette
Which of the following is NOT a created event?
a) the celebration honoring the 100th birthday of the Statue of Liberty b) the 200th anniversary of the U.S. Constitution c) the annual dinner for outstanding employees d) the groundbreaking of a shopping center e) none of the above
In which media industry is the most time usually spent developing individual stories and features?
a) daily newspapers b) weekly newspapers c) national business dailies d) magazines e) television
Which of the following categories best describes People magazine?
a) news b) general interest c) women’s interest d) special-audience e) trade journal
A magazine designed for the hang-gliding enthusiast would be categorized as a
a) general interest magazine b) men’s interest magazine c) special-audience magazine d) trade journal e) professional journal
Which of the following would be the most important outlet for a news release announcing a new mainframe computer on the market?
a) radio b) television c) business trade journals d) daily newspapers e) news magazines
Which one of the following media tends to utilize the concept of a query to ascertain editor interest before an entire story is submitted
a) newspapers b) magazines c) radio d) television e) cable
Literary agents are associated most with what medium?
a) magazines b) television c) books d) radio e) newspapers
Which one of the following media is unique because of its speed and mobility?
a) television b) cable c) radio d) newspapers e) magazines
Which one of the following media uses the term “actualities”?
a) radio b) television c) cable d) direct mail e) newspapers
The term “VNR” stands for
a) visual news release b) very newsy resource c) variable news recording d) video news release e) video news resource
Which of the following illustrates the concept of silent publicity on a television program?
a) Atlanta used as a location for a car chase b) a TWA jet taking off with the heroine aboard c) a Corvette used by the police in Miami Vice d) the interior of a new Orleans hotel e) all of the above
Which medium would be most likely to cover a protest demonstration against the dumping of toxic wastes?
a) radio b) newspapers c) television d) magazines e) local cable outlets
Today almost ______ million Americans are 65 or older.
a) 10 b) 14 c) 35 d) 103 e) 123
Which of the following media enables the exchange of ideas using the medium?
a) online media b) conversation c) television d) newspaper e) none of the above
(Glen T. Cameron. Instructor’s Manuel / Test Bank with Transparency Masters to accompany Wilcox, Ault, Agee, Cameron. Public Relations: Strategies and Tactics. Sixth Edition. – Longman, 2000. – P. 193-197)
Say whether the statement is true or false.
Newspaper staffs are so large that there is no need to rely on information provided by public relations people.
Most daily newspapers in the United States have a circulation of more than 100,000.
The primary sources of revenue for a newspaper are subscriptions and street sales.
In large cities, there is a trend among daily newspapers to be published in the morning.
Newspapers, because of the First Amendment, are obliged to publish news releases.
Newspapers, under libel and slander laws, are required to print “letters to the editor” disagreeing with editorials.
A good strategy is to make news releases highly commercial in tone and content.
Because newspapers are commercial institutions, there is usually a fee for printing a news release.
The managing editor deals with accounting and physical plant, but not with news content.
It is considered unethical for public relations personnel to stage events for the purpose of generating news coverage.
A well-prepared news release is often published in a weekly newspaper with no or few changes.
Editors, in general, appreciate follow-up calls from public relations people after a news release or fact sheet has been sent.
One role of the public relations person is to stage or create events that are newsworthy.
The vast majority of magazines cater to very specialized audiences with particular interests.
If a company wants a book published about the use of its products or its history, one common method is to provide a subsidy to the book publisher.
There are more television stations than newspapers in the United States.
Statistics show that the prime-time audience for the traditional three broadcast networks is declining.
Healthcare and other cause organizations often suggest story lines for television entertainment shows.
Commercial mention in an entertainment program can be purchased in the form of silent publicity.
The World Wide Web affords little opportunity for public relations professionals because it is dominated by advertising.
Online news has quickened the pace media relations in what is called real-time response to breaking news.
(Glen T. Cameron. Instructor’s Manuel / Test Bank with Transparancy Masters to accompany Wilcox, Ault, Agee, Cameron. Public Relations: Strategies and Tactics. Sixth Edition. – Longman, 2000. – P. 193-200)
III) Match the following definitions with the word-combinations below.
magazine carefully edited on a single theme
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actuality
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publish or broadcast a news story for the first time
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tailor something to/for
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something that you use in order to perform a job of a PR practitioner
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advocacy
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influence that may affect you even though you do not notice or think about it
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phony
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brief on-the-scene report
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special-audience magazine
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magazine designed and edited for a special-interest, commercial or professional group
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coverage
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strong public support for something
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public relations tools
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make or change something especially for a particular person or purpose
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break a news story
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urge to give coverage
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deliver a message
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not real and intended to trick people
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drive
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particular way of thinking about something
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general interest magazine
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amount of attention that television, radio, and newspapers give to something
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trade journal
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give information or documents to someone
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pitch a story
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commercial promoting public causes and run free of charge
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prepackaged publics
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feeling that makes you act in a particular way
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subliminal impact
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magazine with across-the-board appeal
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angle
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well-organized groups whose members have banded together in a common interest
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public service announcement
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IV) Complete the words.
P______ p______ are always easy to identify and to reach.
Hundreds of s______-a______ m______ prosper today.
The article quoted a senior s_____ at the UN.
The m______ was d________ by the Finnish ambassador.
We have considered the whole subject from many different a_____.
Their c_______ of the riot was criticized for ignoring its causes.
The Daily Mirror b____ t__ s____ on Christmas Eve.
He produced a p____ ID card.
He had tried to p____ the series to all the major television networks.
All our courses can be t_______ to the needs of individuals.
Words are essential t____ for formulating and communicating thoughts.
He has been widely criticized for his a_______ of shorter prison sentences.
Television programs are full of s________ advertising.
For many years he worked for Reader’s Digest, one of the most popular g______ i______ m______.
This p______s______ a______ is run by a number of stations throughout the country.
V) Translate the following word combinations from Russian into English using active vocabulary.
Сегмент широкой общественности; заинтересованные группы общественности; выявление аудитории; источник информации; человеческие потребности; выступать в поддержку мероприятия; доносить послание; сообщить новость; представить историю в положительном свете; освещение в СМИ; кормить СМИ «липовыми» историями; убеждать СМИ в необходимости опубликовать сообщение; отраслевой журнал; подготовить материал для восприятия конкретной аудиторией; направить запрос; средства PR; промульгатор; репортаж с места события; дать рекламу; приглашать гостей на программу; занимать позицию поддержки; подсознательное воздействие.
VI) Translate the following sentences from Russian into English using active vocabulary.
Успешная кампания должна быть направлена на те сегменты широкой общественности, которые больше всего подходят для её цели.
Некоторые из сегментов общественности, которые легче всего выявить и достичь, называются заинтересованными группами.
Выявление ключевых аудиторий может осуществляться с помощью компьютерной технологии.
Другие источники информации, такие, как регистрация автомобиля, регистрация участника голосования, данные продаж, могут быть помещены в компьютерную базу данных.
В течение веков человеческие потребности мало изменились.
Когда кинозвёзды выступают в поддержку благих дел, многие люди слепо идут за ними.
Печатные СМИ наиболее эффективны для передачи посланий, которые требуют детальной информации и анализа со стороны получателя.
Сегодня новости сообщаются широкой аудитории по сети Интернет.
Можно повлиять на общий тон истории, представляя её в положительном свете.
Успешные PR-специалисты должны создавать события, которые повлекут за собой освещение в СМИ.
Мы говорим не о том, чтобы кормить СМИ «липовыми» историями или как-то ещё неэтично поступать.
Представьте себе, что вы по телефону пытаетесь убедить редактора профессионального издания напечатать историю.
Главной задачей многих PR-специалистов является публикация материала в отраслевых журналах.
Чем более тщательно представленный материал подготовлен для восприятия читательской аудиторией определённого журнала, тем больше вероятности, что он будет опубликован.
Направьте редактору письменный запрос, в общих чертах охарактеризовав смысл статьи.
Книги не относятся к числу популярных средств PR.
Книги являются промульгаторами идей.
Радиорежиссёры оживляют программы последних известий репортажами с места события.
Участие клиентов в передачах новостей или в интервью может дать рекламу новым продуктам, книгам, фильмам и пьесам.
PR-специалисты, пожелавшие пригласить гостей на программы, должны обращаться к режиссёрам-постановщикам передач.
Персонажи комедии положений в сюжетной линии довольно часто занимают позицию серьёзной поддержки, таким образом, донося послание до зрителей.
Развлекательные программы почти подсознательно воздействуют на аудиторию, ненавязчиво рекламируя продукт.
VII) Translate the following text from English into Russian.
Television stations are looking for interesting, articulate guests for their talk shows. The larger the station, the more stringent are its requirements for accepting a guest. This summary of needs and procedures for AM/San Francisco, the morning show on KGO-TV, the ABC network outlet in San Francisco, is typical of those for metropolitan stations. The information is from an article published in Bulldog, a West Coast public relations newsletter.
The station wants guests “who will provide information that will help our viewers to save money and save time, helpful hints around the house, consumer-type things.” The station also uses guests from the business community who can comment on money, taxes, the stock market, and similar topics.
KGO-TV defines the audience for this show as primarily nonworking women, 18 to 49, married, with at least one child. The show also attracts working viewers before they leave for their jobs…
(Wilcox Dennis L., Ault Phillip H., Agee Warren K., Cameron Glen T. Essentials of Public Relations – N.Y., 2001. – P. 217)
VIII) Translate the following text from Russian into English.
Радио особенно привлекательно для PR-специалистов хотя бы из-за числа станций: их в десятки раз больше, чем телевизионных студий. Работая на рынке радио, следует принять во внимание следующие четыре правила.
Сообщение должно быть ярким и насыщенным. Нужно предоставить радиослушателям ценную информацию, которая станет для них жизненно важной.
Местный колорит. Очень важно учитывать местные особенности. Адресное сообщение, составленное специально для данной аудитории, скорее найдёт своего слушателя.
Располагающие ведущие. Ведущий должен излучать энтузиазм и доброжелательность. В конце концов, он представляет организацию, и это представление должно носить позитивный характер.
Фактор времени. И последнее: сообщение должно быть своевременным и подходить по тематике, иначе ни одна радиостанция им не заинтересуется.
Хотя радио вещает 24 часа в сутки и поэтому трудно проследить за его аудиторией, рост числа слушателей должен вдохновлять PR-специалистов на серьёзную работу в этом направлении.
(Фрейзер П.Сайтэл. Современные паблик рилейшнз. – М.: Консалтинговая группа «Имидж-Контакт», ИНФРА-М, 2002. – C. 428.)
IX) Summarize the concepts of the chapter “The Audience and How to Reach it”.
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