1_22 / 30

30 WELCOME TO THE WORLD OF PUBLIC RELATIONS

2. Give the English equivalents:

прийти к заключению, благодаря ч.-л., защита от опасности, уверенность в себе, постоянный, общие проблемы, избегать разногласий, поддержать идею, совпадать с ч.-л. Reproduce them in situations from the text.

3. Give the Russian equivalents:

to conform to smth, to be applied, on a scale, survival, to comprise smth, self-esteem, to be concerned about smth, to be predisposed, to turn to information.

Use them in situation of your own.

4. Translate in writing:

1. Physiological needs. These are the constituents of self-preservation. They include air, water, food, clothing, shelter, rest, and health — the minimum necessities.

2. The sector Diffusion Theory.

3. Self-fulfillment needs. These represent the need to grow to one's full stature — simply as a human being or in terms of some special talent, gift, or interest.

5. Give synonyms:

fairy well, a goal, sole (adj.), emphasis, similar, mutual, a step, a subject.

6. Give antonyms:

to fail, to accept an idea, permanent, majority, beginning stages, to be interested, to be concerned, to support an idea, limited.

7. Answer the questions:

1. What does the two-step flow theory of communication assume?

2. Why does it fail?

3. Is the opinion group theory well accepted?

4. Is an opinion leader always recognized as such?

5. When was the diffusion theory developed?

1. How many steps in the process of acquiring new ideas does the diffusion theory hold?

2. At what stages is the public relations writer most influential according to this theory?

6. What media play an important role at the interest stage?

3. Has the hierarchy-of-needs theory been applied to other disciplines besides communication?

10. What should you keep in mind when formulating messages?

11. What is most public relations activity aimed at?

12. What does the diffusion model point out?

8. Paraphrase the italicized words:

1. The audience (...) receives reinforcement of the message through their opinion leaders and peer groups.

2. The multistep flow theory holds that there are opinion leaders on many different subjects and that they have varying degress of influence.