Приложение к контрольной работе № 4 Направление «Реклама »

EFFECTIVE PR TACTICS

Public relations encompasses a variety of marketing tactics that strengthen your credibility, enhance your image, develop goodwill or influence public opinion. These tactics, such as speeches, special events, newsletters, annual reports and news releases, are targeted to an audience. PR-involves communicating who you are, what you do, why you do it, and how you make a difference.

You are likely familiar with brochures, flyers and web sites. Below are ten other effective public relations tactics with which you may be less familiar. You may choose to implement all or a few. Which ones will benefit you depends upon several factors - your objectives, the size, type and location of your organization, the characteristics of your customers or audience, and your budget. If you have a question about whether a particular PR endeavor may be useful to you.

1. Publicity and Media Relations

Publicity is defined above. Media relations include a variety of methods to contact and give information to the media: news releases, press kits, media advisories, news conferences, press tours, and personal letters or phone calls to editors and reporters.

2. Special Events

Events draw attention to your organization or bring people to your place of business.

3. Newsletters

Publications typically four to 12 pages in length, although some are longer, with short articles intended to keep your customers, clients, members, investors or donors up-to-date on what your organization and its people are doing.

4. News Sheets and Action Alerts

One or two page sheets communicating urgent or recent information. The intent is to motivate the reader to take specific actions, such as write a letter, make a donation, or change a purchasing habit.

5. Tip Sheets

They are one or two-sided sheets containing advice, instructions, or other information of particular use to your customers or clients. The objective is to show off your expertise.

6. Letters to the Editor and Op Ed Pieces

Promote your expertise by writing a letter to the editor responding to items in the news.

7. Speakers Bureau

Arrange to have individuals in your organization speak at meetings of professional and trade associations, service clubs, civic organizations, and community groups.

8. Sponsorships

If you don't want to organize a special event, sponsor one somebody else who is organizing. Or sponsor a local sports team, musical group, or community theater.

9. Charitable Contributions

Even though a donation has to be very large to make the news, a consistent commitment to giving back to your community by supporting local charities will do much to enhance your image.

Answer the following questions.

1. What tactics are targeted to an audience?

2. What do media relations include?

3. What is the intent of news sheets?

4. If you don’t want to organize a special event, what should you do?

Приложение к контрольной работе № 4 Направление «Гостиничное дело»

HOTEL SERVICE

Nowadays people travel on business and as tourists more than in the past. No businessman can avoid being a paying guest every now and then. In big cities there are a lot of good hotels. Accommodations as well as rates vary from hotel to hotel. There are deluxe hotels, the most luxurious and the most expensive, resort hotels used for entertainment or recreation. Still, if you do not want to get disappointed, it is advisable to book accommodation beforehand by fax or telephone, especially if you are visiting the town during the summer months. Rooms in most hotels have all modern conveniences: central heating, air conditioning, bathroom, hairdryer, trouser press, telephone, satellite TV and others. Service is usually quite satisfactory. You can take a single room, a double room or a suite, charges varying accordingly.

Service is supposed to begin at the door. When your taxi stops at the entrance to the hotel the doorman and the bellboy help you with the luggage. The doorman is very important during the reception procedure. He is stationed at the entrance to the hotel and assists the guests in and out of taxis and cars. The guest is given a registration card to fill out the name and permanent address. The desk clerk or receptionist enters the guest’s room number, the room rate, and the arrival and departure dates into the computer. Then he asks the guest to sign his or her name.

When the guests are through with the formalities, the bellboy takes them and their luggage up in the lift and shows them to their room. He shows them where the light switches are and explains the use of the room appliances, such as the television set, cooking facilities, if any, and the air conditioning. Now that you have been settled in a hotel room and have been given the key of it, you become a regular hotel guest.

At the hotel you can get various services. If you want to have your suit pressed or dry cleaned, your shirt ironed, or your laundry done, you should ring for the maid and she will see to it that everything is done. You can also have your meals served in your room.

In the lobby of a hotel there are a lot of offices: a booking office, post and telegraph offices, an information desk. At the information desk you can enquire about the departures and arrivals of trains and flights, about telephone numbers and addresses of offices and private individuals and about a lot of other things.

In the same building there are also restaurants, bars, cafeterias, beauty parlours, saunas, steam rooms and massage rooms, along with fully equipped supervised gyms and swimming pools.

Answer the following questions.

1. What hotels are there in big cities?

2. What modern conveniences are there in most hotels?

3. What are the duties of a doorman?

4. What does a desk clerk enter into the computer?

5. What services can the guests get at the hotel?

6. What offices can the guests find in the lobby?

7. What information can they get at the information desk?