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40 WELCOME TO THE WORLD OF PUBLIC RELATIONS

D. Surveys and Polls

The public and the media express a great deal of interest in what might be called popularity ratings. During a presidential election campaign, various polls and surveys about who's ahead and why seem to dominate coverage. People are also interested in what product ranks number one in cost or satisfaction or what airline is first in service or leg room .

The use of a poll or survey is a good device for getting audience attention and for generating news coverage. However, the writer should report the findings of a survey, and its limitations, accurately.

Examples

A statement or an opinion is more persuasive if some examples are given. In this way, generalized statement become clear and more understandable. Examples can clar­ify, elaborate on, and reinforce basic messages.

Testimonials

The testimonial is a form of source credibility that can be either explicit or implied. A campaign to curtail cigarette smoking might feature a popular athlete who doesn't smoke. A testimonial might also be a satisfied customer who raves about the quality of the product. Testimonials are usually given by people or organizations not formally connected with the product, service, or cause.

Endorsements

A variant of the testimonial is the endorsement. Endorsements may be made by individuals, organizations, or media outlets. Political candidates receive endorsements.

□ Words and word-combinations

1. popularity ratings — рейтинг популярности

2. to dominate coverage — доминировать в средствах массовой информации

3. to elaborate on — детально разрабатывать

4. testimonial — рекомендация

5. endorsement — подтверждение, одобрение

6. leg room — пространство между креслами

EXERCISES

1. Look up the pronunciation of the following words:

crescent, succinct, to occur, thermostat, sweater, thoroughly, career, to overwhelm, awed

2. Give English equivalents:

бороться за равноправие, содержать в себе ч.-л., беспроцентный займ,