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36 WELCOME TO THE WORLD OF PUBLIC RELATIONS

8. Paraphrase the italicized words:

1. ... it's "old hat" a few days later.

2. It is the technique of recognising a general audience's beliefs and suggesting a specific course of action related to audience members' self-interests.

3. Overflowing landfills and mountains of trash are despoiling scenic areas.

4. Writers try to attribute information and quotes to perceived experts.

9. Find in the text sentences with the Gerund and translate them. Analyse the function of the Gerund in each sentence.

10. Insert prepositions:

1. The consumer wants to know why the item is superior similar products.

2. The reader is also looking menu ideas and recipes using the product.

3. Depending the message and the audience, various spokespersons can be

used and quoted source credibility.

4. You should work your writing style.

5. As you work message content, you should keep mind the concepts

audience analysis, appeal self-interest, clarity the message,

suggestions action.

6) The use various sources credibility depends large part the

type audience being reached.

11. Explain the following statements:

1. A message must be compatible with group values and beliefs.

1. ...the more you can segment various audiences, the more you can tailor your message to specific group attitudes.

2. Sincerity is an important component in celebrity endorsements.

3. "Youthful" is a favourable word, but "juvenile" has negative connotations.

12. Give a summary of the text

13. Comment on the following statements.

1. Expertise is a key element in credibility. The other two elements are sincerity and charisma.

2. The objective in all communication should be not to create understanding but to prevent misunderstanding.

Do you agree with them? Illustrate the statements.

14. Give examples to illustrate the main five points of the text:

Audience Analysis Clarity of the Message

Source Credibility Timing and Context

Appeal to Self-interest