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.doc24 WELCOME TO THE WORLD OF PUBLIC RELATIONS
□ Words and word-combinations
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to call for action — призвать к действию
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sender — отправитель
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receiver — получатель
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on smb's behalf — от чьего-либо имени
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religious and political affiliation — религиозная и политическая принадлежность
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to perceive a message — воспринять сообщение
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survey — обзор
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poll — опрос общественного мнения
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reference books — справочные издания
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online database — база данных с непрерывным обновлением информации
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recipient — реципиент, получатель
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to accept a message — принять информацию
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to absorb a message — воспринять информацию
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to act on a message — действовать согласно информации
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a gaffe — оплошность
Media
The media are the physical channels that carry the message to the receiver. They may include newspapers, magazines, radio, television, letters, speeches, audiovisuals, pictures, newsletters, leaflets, brochures, and the telephone. Every medium has advantages and disadvantages.
Your job is to determine which medium or combination of media will be most effective in reaching the target audience. Your budget may prohibit some because of cost. Others may be desirable but impossible (for example, a personal talk by the chief executive to a specific group that refuses to be the audience).
Your message must reach the audience with enough power and frequency to make an impact. It often takes considerable repetition to plant an idea, and the greater the impact of any single communication, the more likely it is to be absorbed and remembered.
Sender
The sender is the organization from which the message comes. Every organization has different publics, divergent interests, dissimilar objectives, unique problems, distinctive beliefs, and its own peculiarities. As a writer, you must know and understand the organization so that the messages you prepare will be not only effective but also truly representative of the organization. In addition, you must be very sure that what you send out is the truth, the whole truth, and nothing but the truth.
Message
Planning the message starts with a determination of just what ideas you want your receivers to have: what you want them to think, to believe, to do. Then you must