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WELCOME TO THE WORLD OF PUBLIC RELATIONS

□ Words and word-combinations

1. to convey ideas — выражать идеи

2. two-step flow theory — двухступенчатая непрерывная теория

3. to be centered on smth — быть сосредоточенным на ч.-л.

4. to comment on smth — комментировать ч.-л.

В. Diffusion Theory

The diffusion theory was developed in the 1930s. It holds that there are five steps in the process of acquiring new ideas:

• Awareness — the person discovers the idea

• Interest — the person tries to get more information

• Trial — the person tries the idea on others

• Evaluation — the person decides whether the idea is in his or her own self-interest

• Adoption — the person incorporates the idea into his or her opinion.

In this model, the public relations writer is most influential at the awareness and interest stages of the process. People, for example, often become aware of a product, service, or idea through traditional mass outlets such as newspapers, magazines, radio, and television. Indeed, the primary purpose of advertising in the mass media is to create awareness, the first step in moving people toward the purchase of a product or support of an idea.

At the interest stage, more direct media — pamphlets, brochures, direct mail, videotape presentations, even conferences and symposiums — play an important role. Once awareness has been created, people turn to more detailed information in these direct media channels.

□ Words and word-combinations

1. diffusion theory — теория распространения (новостей)

1. mass outlets — местные телестудии или радиостанции, редакции, "точки" средств массовой информации

2. the formation of public opinion — создание общественного мнения

3. to create awareness — осознать; внушить понимание

4. direct mail — прямая рассылка по почте

5. a pamphlet — памфлет

6. a brochure — брошюра

С. Hierarchy-of-Needs Theory

The hierarchy-of-needs theory has been applied in a number of disciplines, includ­ing communication. It is based on the work of Abraham H.Maslow, who listed basic human needs on a scale from basic survival to more complex ones: