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.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
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C
Audiences
The journalist writes for one audience — readers, listeners, or viewers of the medium for which he or she works. Newspapers, magazines, radio, and television are usually defined as "mass media" because the audience is numerous and unknown to the communicator, and its members have little in common. A suburban daily newspaper, for example, circulates primarily among people who share a common residential area but have a broad range of backgrounds and interests. Such mass media, by definition, usually present material written at the fourth- to sixth-grade level and offer a wide variety of stories and features to satisfy almost any interest, be it sports, local news, or the daily horoscope.
In contrast, the readers of a special interest magazine share a very strong interest in only one subject — a particular hobby, a specific industry, or a highly specialized occupation. Reporters for such magazines write about just one subject for a limited and intensely interested audience.
The public relations writer, however, may write for numerous and radically different audiences — employees, constituents, customers, business people, homemakers, travelers, bankers, stockholders, farmers, and many others. Effective public relations writing is based on carefully defining the audience and its composition so that you can tailor your information to its interests and concerns. A public relations writer does research constantly to determine these audience needs, concerns, and interests. Armed with this information, you can write a more persuasive message.
□ Words and word-combinations
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mass media — средства массовой информации (пресса, печать, радио, телевидение, кинематограф, средства видео- и звукозаписи и воспроизведения)
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to circulate — распространять (тираж газет, журналов); распространяться
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to tailor information — подгонять, приспосабливать информацию
D
Channels
Journalists, by nature of their employment, reach their audiences through one channel, the medium that publishes or broadcasts their work.
The public relations writer, with many specific audiences to reach, will probably use many channels. Indeed, public relations writers must not only determine the message but also select the most effective channel of communication. In many cases, the channel may not be any of the traditional mass media — newspapers, magazines, radio, and television. The most effective channel for the tailored message may be direct mail, a pamphlet, an organizational newsletter, a videotape, a poster, or a special event. Any combination of channels may be selected to achieve message penetration and maximum understanding.