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.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
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ees is probably based on a concern for their jobs or the inconvenience of moving to a new environment.
In public relations writing, it is necessary to think about the attitudes of the particular public you are trying to influence. You must also know how public opinion is built.
□ Words and word-combinations
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to persuade — убеждать
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to create public opinion — создавать общественное мнение
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to affect public opinion — воздействовать на общественное мнение
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to be (un)aware of smth — (не)осознавать что-то
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deeply rooted — глубоко укоренившийся
B_______________________________________________________________________________________ Building Public Opinion
Public opinion doesn't really exist until something affects a number of people who have similar or identical attitudes. The people must be aware of the issue or they will not have any opinion about it. Usually the awareness results from some event. When something happens or is likely to happen, the people become concerned — if they know about it. People have to express their opinions to others with similar attitudes. Someone must call for action, and the action must be possible. People are much more certain about what they want than they are about how to get it. Public opinion isn't evident unless it can expect to get results.
To communicate is to make known — to project ideas into the minds of others. This process depends on four elements: a sender, a message, a medium, and a receiver. If all these elements are operating, there will be communication. If any one fails, there will be no communication. Since your purpose is to persuade, you want to communicate your ideas to a particular group of people — those who can help or hinder your organization in attaining its objectives. In describing the process of communication, it is normal to list the elements as sender, message, medium, and receiver, but it may be better to think of the process in reverse order: whom to reach, how to reach them, what to say, and on whose behalf.
Receiver
This is the target audience, the people you must reach. You must learn about the characteristics and attitudes of your projected receivers if you are to communicate effectively and persuasively. Such factors as educational level, economic status, occupation, place of residence, religious affiliation, national origin, social class, and political affiliation affect how a target audience receives and perceives your message.
As business becomes more global, there is also a growing need to understand the attitudes, customs, and cultures of people in other nations. Faulty translations of publicity materials can cause a number of gaffes if one does not understand the language and culture of a nation.
Your responsibility is to research your audience. Reference books, surveys and polls, online databases and personally talking to members of the target audience are good approaches. Armed with such knowledge, you can give information in such a way that the recipients will accept the message, absorb it, and eventually act on it.