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    Public Relation

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    DO eae aD Published by Express Publishing Liberty House, Greenham Business Park, Newbury, Berkshire RG19 GHW, United Kingdom. Tel.: (0044) 1695 817 363 Fax: (0044) 1635 817 463 © Express Publishing, 2016 Design and illustration © Express Publishing, 2016 Color Illustrations: Victor © Express Publishing, 2016 First published 2016 Made in EU All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, photocopying, or otherwise, without the prior ‘written permission of the publishers. This book is not meant to be changed in any way. ISBN 978-1-4715-5292-2 Acknowledgements ‘Authors’ Acknowledgements We would like to thank all the staff at Express Publishing who have contributed their skills to producing this book. Thanks for their support and patience are due in particular to: Alex Newton (Editor in Chief); ‘Sean Todd (senior editor}; Steve Miller (editorial assistant); Richard White (senior production controller); the Express design team; Sweetspot (recording producers). We would also like to thank those institutions and teachers who piloted the manuscript, and whose comments and feedback were invaluable in the produetion of the book. Every effort has been made to trace all the copyright holders. If any have been inadvertently overlooked, the publishers will be pleased to make the necessary arrangements at the first ‘opportunity. Express Publishing Scope and Sequence Function [advocate, communication, deliberate, dissemination, Correcting a | manage, mutually beneficial, positive, public relations, misconception public, strategy [community relations, consumer affairs, disperse, Restating employee communications, governmental relations, information investor relations, marketing communications, media relations, network Brochure ladjunct, agency, branding, corporate reputation, |Confirming |counseling, events management, financial relations, |information rm, in-house, perception, speech training IMarketing and |Advice Corin [advertsing, campaign, credibility, endorsement, [Agreeing to a integrated, marketing, sales lead, sales literature, |suggestion third-party, timely Email [proadeast, in print, Internet, interview, media, news [Giving and release, online, press conference, speech, word of accepting a jmouth |compliment Ichannel, conversation, distort, feedback, mass media, |Expressing message, one-way communication, receiver, source, confusion _|two-way communication Textbook Chapter| argument, conserve, crystallize, ‘emotional appeal, Reiterating a point favorable, hostile, latent, neutralize, opinion, persuade, Irhetoric [Memo [account, bid, client, competitive, invite, opportunity, Expressing polite |pass, presentation, proposal, retain, RFP disagreement |Report fanalyze, data, fact, formal, informal, measure, monitor, [Expressing report, research, results, test disbelet [Email farchival, database, focus group, interview, primary Making a research, qualitative, quantitative, sampling, suggestion |secondary research, survey lanonymity, closed-ended, context, courtesy bias, [Showing ltamiliar, follow-up, loaded question, open-ended, junderstanding politically correct, questionnaire, range, respondent, |wording Textbook Chapter| actual, advertising equivalency, evaluate, hit, |Asking for | measurable, media impression, message exposure, clarification potential, production, result Textbook Chapter|action, attendance, attitude, audience, aware, ‘baseline | Stating knowledge} | study, day-after recall, request, ROI, systematic | Webpage lafford, allocate, budget, contingency, cost, fee, flat Expressing rate, out-of-pocket expense, reimburse, salary, staff juncertainty time, unexpected ‘climb, decline, decrease, expand, fluctuate, increase, | Asking for an plummet, rise, shrink, stable opinion Table of Contents Unit 1 - The Role of Public Relations ................0.0eee ee ene Unit 2—Departments 2.00.20... cece Cee. Unit 3-Services .......... WOM ME rk ccnsensses nO Unit 4 - Marketing and PR ........ 10 Unit 5 - Spreading Information .... 12 Unit 6- Communication .. Se ae: Memeo Ba Unit 7 - Persuasion 16 Unit 8 - Attracting Clients . 18 Unit 9 - Conducting Research ....... . ae 2D Unit 10 - Types of Research ............... Unit 11 - Conducting a Survey ...............cccceseeeteeseeeseereseeeeee 24 Unit12.—Evaliating Results 4....... foagessremrisocuen nats. ams seme 6 Uniti19= Evaluating Results 2%... ..seune ee eeemetnriare comes Unit 14 - The Budget ... Unit 15 - Describing Change 22 Icidesiny scene etneen FF ee sates SoA S eee Get ready! @ Before you read the passage, talk about these questions. 1 What is the purpose of public relations? 2 Who hires publicists? This month, members of the communications department will host an open house. Several professors will ead a group discussion. First, is public relations about deceiving people? Some people think so. But that's not true! Good. communication is mutually beneficial. In other ‘words, it helps both organizations and the public. ‘What does a publicist do? Publicists manage the dissemination of information. They choose deliberate messages that promote a positive image. Publicists are also advocates. They develop strategies to make clients look their best. Is a career in PR right for you? Come join the discussion and find out! The Role of Public Relations @ Read the webpage. Then, choose the correct answers. 11 What is the purpose of the webpage? A to invite people to learn more about the public relations field B to request suggestions for a public relations strategy © to attract new professors to a public relations department D to ask for the public's opinion about a public relations campaign 2 According to the webpage, what is NOT part of a publicist’s job? A communicating truthful messages B developing a positive image of the public © spreading deliberate information D acting as advocates for organizations 3. According to the webpage, what do some people mistakenly believe about PR? ‘A. Good communication is challenging. B PR strategies often fal © Only large organizations need PR. D_ PR requires lying to the public. Vocabulary © Match the words or phrases (1-6) with the definitions (A-F).. 1 __ manage 4 __ dissemination 2 _ positive 5 __ public relations 3 __ deliberate 6 __ mutually beneficial ‘A. considered or planned before occurring B the act of spreading information throughout a c D E F group a professional field that focuses on communicating ideas being liked or thought about in a good way to control the behavior of something ood for both groups involved in something @ Read the sentence pairs. Choose which word or phrase best fits each blank. 1 strategy / public ‘A. Advertising is often one part of a PR B Some companies are more popular among the than others. ‘communication / advocates A. Publicists should always act as, for their clients. B The public receives important messages through effective © @ Listen and read the webpage again. What is a difference between public relations and advertising? Listening © @ Listen to a conversation between two students. Mark the following statements as true (T) or false (F). 1 2 3 ae 3 a mi __ The woman is currently studying public relations, _— According to the man, PR is better than advertising. __ The man compares the purposes of two professional fields. @ @ Listen again and complete the conversation. Student 1: Well, | finally decided on my major going to 1 public relations! ‘Student 2: You're going into 2 2 Student 1: Not quite. PR is related to advertising, but they're 3 ‘Student 2: So whatis it, exactly? ‘Student 1: Well, publicists present a 4 image of people or companies. Student 2: That 5 goal of PR is to 6 public feels how the Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. Bae You're going into Not quite The goal of PRs... advertising. ‘Student 1: Okay, let me explain it another way. The about: * your decision to study public relations * his or her understanding about the field + the purpose of public relations ‘Student A: You are a student. Talk to Student B ‘about the purpose of public relations. Student B: You are a student. Talk to Student A. Writing © Use the conversation from Task 8 to complete the notes. Q: What does a publicist do? ‘A: The goal of public relations is To achieve this goal, publicists They also However, publicists do not PF ae Departments Investor relations To: Ms. Lisa Bermudez Executive Vice President Reputa Public Relations Dear Ms. Bermudez: I'm interested in your open marketing communications position. My background is mostly in media relations. So my experience with television and radio stations will be useful in this position. In my last job, | established a strong network of media contacts. ‘Atthat company, | also handled employee communications. | learned to disperse information effectively to a large team. | know your company follows strict government regulations. And I know that investors sometimes dislike these restrictions. To be honest, | don't have direct experience in governmental relations or investor relations. However, | did work previously in consumer affairs. This experience in community relations willbe helpful in this position. Ate al, the basic principles are the same. Thank you for your consideration. Sincerely, Bertram Davidson Get ready! @ Before you read the passage, talk about these questions. 1. What kind of work do publicists often do for companies? 2. What kind of work do publicists often do for governments? Reading @ Read the cover letter. Then, mark the following statements as true (T) or false (F). 1 __ The job opening is for a marketing communications position 2 __ The publicist has experience working with people in the media. 3 __ Governmental relations is the publicist's primary field, Vocabulary © Match the words or phrases (1-6) with the definitions (A-F). _— network _ disperse __ marketing communications __ employee communications — governmental relations community relations a group of people who work together and share information B the act of using media to spread information| © afield that addresses changes in laws and other official actions D afield that addresses relationships between organizations and people who live near them E afield that keeps workers informed about their company F to spread something throughout group @ Choose the sentence that uses the underlined part Speaking correct © with a partner, act out the 1 A Publicists disperse information to prevent the public from roles below based on Task 7. knowing about it Then, switch roles. B A publicist in media relations must know how to use television effectively. 2 A Good investor relations ensure the company has money. B In. community relations, publicists mostly deal with government agencies. 3A Marketing communications is the area of PR that attempts to change laws. B The consumer affairs department might decide how to respond to complaints about products. ‘Student A: You are an interviewer. Talk to Student B about: ‘+ his or her experience in public relations ‘+ the needs of your company ‘how his or her skills apply to your business © G@ Listen and read the cover letter again. What is the relationship between media relations and community relations? ‘Student B: You are a job applicant. Talk to Student A about your experience in public relations. Listening © &@ Listen to a conversation between an interviewer and a job applicant. Choose the correct answers. 1 What area does the man have the most experience in? A television marketing © news reporting Writing B community relations media relations Oma 2 What will the speakers likely discuss next? Task 8 to complete the evaluation. A the woman's recent publicity campaign B the man’s desire to learn a new specialty © the history of the woman's company @ @ Listen again and complete the conversation. = Interviewer: Thanks for coming in, Mr. Willams. Now, I see that servant yourt is in media relations. You know) cee that this is more of a community relations job, right? Piperfenere, his eocncant previcehy Applicant: Yes, but | think my 2___ apply. worked Interviewer: How so? ‘The applicant's duties were Applicant: Well, you want your 3 to reach local citizens. My contacts in television can make that happen. Daven reece mone sommes’, Interviewer: | see. You can 4 to build YEN relationships with local news reporters. any eran eae Applicant: Exactly. Plus, | know where and when to 5 information. Interviewer: In other words, you'll make sure that our message has the maximum 6 L iE Belltower Publicity Inc. Beltower is one of the nest PR agencies in the nation. Let us improve your corporate reputation! Goa Beltower can mest allof your PR needs. Or well act as an adjunct to your in-house department. We use creative branding to improve the pereeption of your company. This, in turn, leads to positive public opinions about your Get ready! @ Before you read the passage, talk about these questions. 1 Howis a PR firm different from an in-house PR. department? 2 Why do people hire publicists to plan events? Reading @ Read the brochure. Then, complete the table. 'An organization has an |1 in-house PR department. 2 Fe organization can receive financial relations counseling, "An organization is 3 holding an event. Public Relations Firm brand. Are there disagreements between your organization's management and investors? We also offer financial relations counseling Belltower is expanding! Our new office specializes in events management. Are you preparing for a major dinner or ceremony? We offer speech training for inexperienced ‘speakers. With our help, your speakers will surely impress your guests! Vocabulary © Match the words or phrases (1-6) with the definitions (A-F). 1 __ agency 4 __ speech training 2 _ adjunct 5 __ branding 3 __ in-house 6 _ counseling AA advice that a person or company receives in order to resolve a difficulty B the process of using pictures and words to ‘make people think of a company © performed by the people within a company D a firm, or a company that provides products or services E instruction that helps someone improve his or her speaking skils F aperson or company that is separate from a main company, but that helps the main ‘company with some tasks @ Read the sentences and choose the correct words or phrases. 1. The athiete hired a PR perception / firm to improve his reputation, Thanks to the PR campaign, the public now has positive branding / perceptions about the company. Pubiicists in speech training / financial relations convince people to invest money in organizations. ‘The counseling / events management department planned a picnic in a local park. The bad publicity gave the company a poor corporate reputation / adjunct. © @ Listen and read the brochure again. When does an organization need speech training? Listening © @ Listen to a conversation between a publicist and a client. Mark the following statements as true (T) or false (F). 1. __ The woman's company has an in-house PR department. 2 __ The event will feature experienced public speakers. 3 __ The man has experience with the type of event that the woman in planning. @ @ Listen again and complete the conversation. Publicist: Good morning, Ms. Jameson. So, your company is planning an 1 Isthatright? sO) Yes. I's a dinner for important people in the media. Our 2 ‘department needs some help with events management. Certainly. Will there be 3. at this dinner? Yes, a couple of them. However, they don't have Client: Publicist: Client: 4 ‘Speaking to the public. Publicist: No problem. We have excellent counselors who offer 5 Client: That sounds great! Our 6 really ‘depends on impressing these people. Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. Your company is planning 3 Is that right? We have... ‘Student A: You are a publicist. Talk to Student B about: his or her PR needs the services that your ‘company offers Student B: You are a client. Talk to Student A about your PR needs. Writing © Use the conversation from Task 8 to complete the email. Hello, My company needs a PR agency. Currently, handles our PR. We need help because . Our company primarily needs ‘Adaltionaly, we could use some help with ‘re these services that your fm offers? ook forward to hearing from you. —Glenn Waring, President 4 Marketing and PR Dear Kim: | always recommend an integrated approach. In other words, use ‘multiple methods of marketing at once. So your goal is to generate sales leads, right? One way to do that is through a weltplanned publicity campaign. This raises awareness of your product ‘And before you stat, review your sales literature. Is the message appropriate for your current audience atthe current time? If ts not timely, update it. At the same time, find someone to provide a third-party endorsement. People should already know and respect this person. Ths tactic adds Ty credibility to your campaign endorsement) Get ready! @ Before you read the passage, talk about these questions. 1. How does public relations support advertising? -»« Vocabulary 2. Whatis away o gain pubic tustinamarketing match the words or phrases (1-5) with the campaign? : er definitions (A-E). Reading 1 _campaign 4 __ sales lead @ Read the advice column. Then, complete ee the table. 3 _ credibility ity tor Te Benefit A the ability to create trust B neither the sender nor the receiver of a message 1 Raises awareness of the ecaiet apossible client who would likely benefit from | or desire a product D the act of creating messages that are designed to sell something A third-party rs E a series of actions that are designed to achieve endorsement goal Updated sales literature |2 10 Q Fill in the blanks with the correct words or phrases from the word bank. Ww or di LL SE aT EE s marketing timely _ integrated endorsements sales literature 1 Ifa message is not . People may not care about it. Famous actors often provide for products. 3. An overview of research on the product is included in the 4 The general goal of is to create interest in something, 5. The publicist used a(n) _ approach, which involved both advertising and news releases. © G Listen and read the advice column agair benefit of a third-party endorsement? What is the Listening © G Listen to a conversation between two company managers. Choose the correct answers. 1 What is the conversation mostly about? ‘A how to improve an unsuccessful marketing strategy B which tactics were responsible for an increase in sales C where to release the next set of advertisements D why a particular campaign was not timely enough 2 What do the speakers plan to do? A sell the product to athletes. B get a third-party endorsement © cancel the advertising campaign D order an analysis of the sales resuits @ G& Listen again and complete the conversation. ‘Manager 1: Do you think a public relations 1 might help? © Manager 2: I'm 2. . How would that work? ‘Manager 1: Well, we could focus on third-party 3. in ‘addition to the advertising. Manager 2: That's a pretty good idea, Hey, lots of people watch ‘sports at this time 4. c Manager 1: Right! Maybe an 5 will endorse our drinks. Manager 2: That kind of endorsement would be really 6 Manager 1: Okay, let's make some calls. Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. Do you think it help? ¥ We could... That's a good idea. Student A: You are a company manager. Talk to Student B about: * your company’s poor sales * your current marketing strategy * away to improve the marketing strategy Student B: You are a company ‘manager. Talk to Student A about ‘a way to improve your marketing strategy, Writing © Use the conversation from Task 8 to complete the analysis. Public Relations Analysis Client: Syiva & Co. ‘Summary: Currently, your marketing focuses on This isn’t working very well because To fix this, we recommend This will improve your campaign because ___ My full report is attached. 11 J) Spreading Information Get ready! Re weirs @ Before you read the passage, eu talk about these questions. ra 11 What are some ways to spread information from It's time to get serious about your town ee ear ‘council campaign. My tea has several 2. What are some ways to ideas. spread information c Fae eccnirenda seit ot Sea aaa interviews. That way, you can broadcast your ideas about important issues. Next, ‘we'd lke you to give a speech at a fundraising dinner. Ths is how to generate ‘word of mouth about your views. ‘Aweek before Election Day, we'd lke you to hold a press conference. We'll ‘announce it with a carefully planned news release. Reporters from local media will be there, They will help you to get coverage in print through local newspapers. But more importantly, their online articles wil improve your Internet presence, Let's start working on the details this week. —Alan Luria, Luria Public Relations Vocabulary © Match the words or phrases Reading (1-6) with the definitions (A-F). © Read the email. Then, choose the correct answers. 1 _ online 4 _ inprint 2 _ media § __ broadcast 11 What is the main idea of the email? 3 __ speech 6 __ word of mouth A ies for an upcoming interview osetble topos fo, e0.Upoomand ‘A channels for communicating to B a strategy for overcoming poor word of mouth Pert pecnlt ad once cleina| © suggestions for sharing ideas in a campaign television, newspapers, and the D the challenges of working with the media Internet B found in newspapers, magazines, 2 According to the email, what is NOT something that the client sokst ox ethan Rivacal sourse oe to widely distribute information A giveapress conference © write an online article alah carta ta oh. B speak at a fundraiser D participate in an interview ‘communications D the act of spreading information from one person to another E connected to other computers in 3 According to the email, what is true about the reporters? A. They are likely to generate negative word of mouth. B They will help to improve the client's online presence. eee © They are unlikely to attend an upcoming speech. een otth a tone D They are requesting a press conference from the client. speaks to an audience 12 | | @ Read the sentence pairs. Choose which word or phrase best fits each blank. 1 news release / press conference ‘A. The publicist sent the about the new product to several television stations. B During the , the spokesperson answered questions about the candidate. 2. interview / Internet ‘A Awell-respected reporter conducted the with the president. B Anyone can post messages on the © G@ Listen and read the email again. How can media outlets influence public opinion? Listening © G@ Listen to a conversation between a radio host and a guest. Mark the following statements as true (T) or false (F). 1 __ The woman is disappointed with the result of her campaign. 2 __ The law has more support than it had a few years earlier. 3 __ According to the woman, media outlets released information that hurt the campaign, @ G@ Listen again and complete the conversation. Host: Now, the county voted on this law acoupleof 1 sight? Guest: Yes. But few people knew or cared about it then. It 2 due to a lack of support. Host: But this time, it had lots of support. You really 3 your message effectively It was amazing! Guest: You're very 4 But really local media outlets Host: Guest: did much of the work, | suppose media attention led to additional 5 Yes. Realy, lots of people 6 succeed. this campaign to Luria Public Relations Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. We're talking to... ¥ It was amazing! You're very kind. ‘Student A: You are a radio host. Talk to Student B about: ‘* acampaign that he or she recently worked on ‘© the result of the campaign ‘© his or her performance during the campaign Student B: You are a guest. Talk to Student A about a campaign that you recently worked on. Writing © Use the email and conversation from Task 8 to ‘complete the proposal. Media Proposal Client: First, we will issue a news release. The purpose of this is Then, we will _ The purpose of this is Finally, we will The purpose of this is From: Liz Gamer, Public Relations Analyst To: Chris Jones, CEO of Glenson Foods ‘Subject: PR Strategy Assessment Mr. Jones, ‘According to a recent survey, the public is ) on thet for the Carlow Corporation? Sepervisor 2: That's right. That 2 is too big for us to handle right now. ‘Supervisor 1: I don't know about that. It sounds like a great 3 ‘Sepervisor 2: Our company is just too 4 - Besides, the bidding is going to be very competitive. ‘Sepervisor 1: True. But that's why it'll be great experience. Even if they 5 ‘our proposal. ‘Sepervisor 2: Hmm. You could be right. We could 6 something from the process. Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. You want to...? % It sounds like... True. But .. ‘Student A: You are a supervisor. Talk to Student B about: ‘© an RFP that your agency recently received ‘© how he or she plans to respond to the RFP ‘= your suggestions ‘Student B: You are a supervisor. Talk to Student A about an RFP that your agency recently received. © Use the conversation from Task 8 to complete the memo. Hi everyone, We received two major RFPs this week. One is from Standish University. In response, | think we should | believe that this is the best decision because ‘The other was from Yarbo Manufacturing. In response, | think we should | believe that this is the best decision because Let me know what you all think. Tina 19 ee - Get ready! ns iu @ Before you read the passage, ee talk about these questions. 1 nati te impotence of research before a PR campaign? 2 What types of information do researchers gather for PR campaigns? Client: Soapy Suds Detergent ‘Summary: We concluded Phase 1 of publicity for your new a detergent. And public perception is improving! Here's what our research showed: We analyzed perception before and after the campaign. Our initial test collected formal data. That is; we measured how many people chose your brand. Then, we interviewed consumers to gather informal data. ‘yours. Many consumers reported that your Unreliable, But after the campaign, the results changed: Now, only three brands are more popular than yours, ‘And consumers are now desoribing your product as reliabl ‘All the facts appear in the full report (page 3). ‘We will continue to monitor public perception during Phase 2. Reading @ Read the report. Then, choose the correct answers. 1 What was the focus of the research? ‘A. qualities that make a detergent reliable B brands of detergent that people buy the price that people pay for detergent D public perception of the company’s practices: 2 cir a the following is NOT true about the Vocabulary produ 'A The PR campaign focused on making i © Match the words (1-5) with the definitions seem more reliable. Ae). B_ Most consumers believe that it is too 1 _ fact 4 _ monitor expensive. 2 _ result 5 __ research tis less popular than other, similar brands. 3 _ measure Pe re A the process of seeking information about 3 Whatis true about the campaign? something A. It proved unsuccessful. B the outcome after a test or process B Itisnow finished. © to watch something closely and notice changes © It requires unusual research. D to determine the extent or size of something E aclaim that someone can prove D Itaddresses consumers’ concerns. 20 @ Read the sentence pairs. Choose which word or phrase Speaking best fits each blank. lela pecnrerecr uate 1 data /tests roles below based on Task 7. A The researcher conducted several. to. ‘Then, switch roles. assess the performance of the product. B The pubic cleted Bean gage consumer opinions before preparing the survey. eae You're kidding! 2 analyze / report I.guess our recent campaign ... A Many voters a dislike for the politician. B The surveyor must the survey results to ‘Bludant Ai You are a supervisor. determine what they mean. Sree nin ery 3 formal / informal * the results of a recent test ‘A People usually express____data in numbers ‘+ how the results compare to and graphs. his or her expectations B An interview is one way to gather data. * how a recent PR campaign affected the results © G Listen and read the report again. What is the importance of research during a PR campaign? Student B: You are a supervisor. ‘Talk to Student A about the Listening results of a recent test. © & Listen to a conversation between two supervisors. we Mark the following statements as true (T) or false (F). Writing + __ The woman is disappointed with the test results. © Use the conversation from 2 __ The man expresses surprise about the test results. Task 8 to complete the report. 3 __ The speakers plan to change their PR strategy. @ G Listen again and complete the conversation. G@Belltower Publicity” Rieetete earner es ” ‘Supervisor 1: Hi, John. Did you hear about our latest consumer Client: testing? oO i a Sies summary: Before the campaign, we ee eae 5% conducted some tests. For one, these Supervisor 1: According to the research, the new shampoo is really Reta renal 2 Especially among eighteen- to thirty-year- __ The purpose of this was. ‘old consumers. i acuta Supervisor 2: You're kidding! 3 realize that |The tests also measured young people used our brand. : Supervisor 1: They didn't always, but they 4 zl) ___ The purpose of this was guess our recent campaign really made a difference. Supervisor 2: That data is really 5 Last year, sales in : ‘After the frst phase of the campaign, we conducted the same tests. This time, they | showed They also showed that age group were terri Sepervisor 1: | know! Our PR team is doing something 6 In conclusion. 22 @ Before you read the passage, talk about these questions. 11 What kinds of data are expressed in quantities and statistics? 2. What kinds of data are expressed Reading @ Read the email. Then, choose the correct answers. 1 What is the email mostly about? A the ways to prepare a focus group B_ the most effective interview techniques the difference between the results of two studies D the best data collection methods to use 2 Which type of research will the PR team NOT conduct? A. secondary research on soap purchases B_ qualitative research through interviews archival research in consumer databases D primary research for quantitative data 3. What does the PR team want to discover? ‘A the reasons why people buy a brand of soap B_ the amount of money that people are willing to pay for soap © how frequently an average person purchases soap D people's opinions about some soap samples Hi Evelyn, | received your research proposal for Klein Soaps. | agree about the secondary research. There's probably plenty Of existing data on consumers’ soap purchases. So let's conduct an archival search in consumer databases. That's cheaper than doing primary research with a new study. However, we do need a new study for qualitative data, ‘The quantitative data tells us which soaps people buy. But why do they choose those soaps? To find out, we. must inter jew them. Let's do a survey of customers fat major stores. Also, I'd like to put a sampling of consumers in a focus group. In that environment, people can discuss their attitudes in detail Please update the proposal, and send me the new version. Thanks, —Louis Vocabulary © Match the words or phrases (1-6) with the definitions (A-F). 1 _ archival 4 _ qualitative 2 __ interview 5 __ quantitative 3 __ primary research 6 __ sampling ‘A. a group of people or things that represent a larger group Including specific measurements, rather than general attitudes involving the search of official records for historical information the process of finding and organizing data that has not yet been collected including general attitudes, rather than specific measurements to ask a person questions about something in an official way Q Write a word or phrase that is similar in meaning to the underlined part. 1. The study relied on data that have already been collected, Neo aan eeo 2 One way to gather information is to use a place on a computer where large quantities of data are organized and stored. ---ab_s_ 3. The publicist listened to the opinions of the small number of f f tic Socumesenup 4 The publicist created a written questionnaire in order to gather © @ Listen and read the email again. What type of data do publicists gather by using focus groups? Listening © G Listen to a conversation between two researchers. Mark the following statements as true (T) or false (F). 1 __ Accor project. 2 __ A focus group expressed concerns about increased taxes. 3 __ The researchers must collect qualitative data before launching the campaign. 9 to research, most people favor the city's new @ @ Listen again and complete the conversation. Researcher 1: | just got the latest 1 results. Unfortunately, most people are against the city's new highway project. Researcher 2: That's not good. | wonder why? Researcher 1: Maybe they think that it wil raise taxes. Researcher 2: Or perhaps they're 2 increased traffic, Researcher 1: Well, we need to know for sure. Otherwise, we ‘can't launch an 3 PR campaign Researcher 2: Hmm. Our survey only collected 4. didn't it? Researcher 1: That's right. So we need some 5 data as well. Researcher 2: Well, we could pull a6 for a focus group. Researcher 1: That's a good idea. Then we can actually have a ‘conversation about their concerns. Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. Pen ‘Most people are I wonder why .. Well, we could . ‘Student A: You are a researcher. Talk to Student B about: ‘+ the results of some research ‘* possible reasons for the public's opinion ‘© other types of research to conduct ‘Student B: You are a researcher. Talk to Student A about your findings. Writing © Use the conversation from Task 8 to complete the memo. Erica, | wanted to discuss types of research with you. | intend to use That is because To do this, | plan to For instance, | could This would be useful because —Noah 23 Get ready! @ Before you read the passage, talk about these questions. 1. What are some different types of questions on a survey? 2 Why must researchers choose words carefully for survey questions? Remco ‘Student: Kimberly Peters (RTD The stucent developed a survey questionnaire. [ERED The student created some effective questions. They use familiar language and are easy to understand. The questionnaire includes plenty of closed-ended questions. Some are yes- { ‘orno questions. Others offer a range of several answers. Then, the follow-up questions are open-ended. These ask respondents to write their own answers. This structure is appropriate for the context of the survey. (BRITT Te student incuded afew loaded questions. The wording of these can lead to courtesy bias. In other words, respondents may not be honest. Instead, they will give politically correct answers. Even with anonymity, respondents are still afraid to express unpopular views. The student must avoid this on future questionnaires, Reading @ Read the feedback form. Then, mark the following statements as true (T) or false (F). 1 __ The student was supposed to Include more closed-ended auestions. 2 __ The instructor was pleased with the structure of the follow-up questions. 3 __ The student avoided using loaded questions. 24 | | | Vocabulary © Match the words or phrases (1-7) with the definitions (A-G). 1 _ context 4 __ respondent 7 _ leaded 2 _ familiar 5 __ questionnaire question 3 _ wording 6 __ courtesy bias ‘A. a question containing language that might provoke an ‘emotional reaction ‘a person's tendency to give the “right” answer instead of an honest answer being known or encountered before asset of events or circumstances that something exists with ‘a person who answers questions on a survey the selection of particular language to express something alist of questions that someone answers for a survey ommoo0 @ Read the sentence pairs. Choose which word or phrase best fits each blank. 1 open-ended / closed-ended A The answer to a(n) or “no.” B _____questions allow respondents to explain their answers in detail question is often “yes” 2 politically correct / follow-up A People often think of _ “right” answers. B Agood___ question asks a respondent to give reasons for the previous response. answers as the 3. range / anonymity A The of answers on the questionnaire included “agree,” “undecided,” and “disagree.” B Respondents with are more likely to give honest answers. © G Listen and read the feedback form again. What is likely to happen if a survey question makes a respondent feel ‘embarrassed or ashamed? Listening © G Listen to a conversation between two students. Choose the correct answers. 1 What is the purpose of the conversation? A to argue that a PR campaign shows bias. B to.ask someone to complete a survey © to compare the results of two surveys D to decide on appropriate follow-up questions 2 According to the speakers, what likely caused inaccurate results? ‘A. The survey contained loaded questions. B_ The open-ended questions were confusing. © Respondents did not have enough space to write full answers. D_ The range of possible responses was too srl @ G Listen again and complete the conversation. Student 1: | just finished my survey for Comm class. And learned that ots of) students eat unhealthy foods! ‘Student 2: What? 1 my survey, most students eat healthy foods! Student 1: Huh. wonderifour2_ was ferent Student 2: | asked, “How often do you eat ‘unhealthy foods?" Then | gave a range of answer choices. ‘Student 1: Well, that’s apretty3_ 0 People don''t like to admit that their diets are unhealthy. ‘Student 2: Hmm. That's true. You think my results: contain 4. a Student 1: Probably. | asked an 5 = ‘question instead: “What foods do you eat most?" Student 2: | get t. Then 6 own answers. ‘Student 1: Exactly. Well, I'm eager to see our other classmates’ results! just wrote their Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. ‘Student A: You are a student. Talk to Student B about: ‘* recent surveys that you each conducted ‘© the types of questions that you asked ‘© factors that affect survey accuracy ‘Student B: You are a student. Talk to Student A ‘about your survey findings. © Use the conversation from Task 8 to complete the survey introduction. Survey: Introduction Please do not write your name anywhere on this survey. ‘Anonymity is important because it reduces the likelihood of courtesy bias. The first part of the survey contains Please The second part of the survey contains Just Thank you for your time. You may begin. 25 26 @ Before you read the passage, talk about these questions. 44 How do publicists count the likely recelvers of a message? 2 How do publicists count the actual receivers of a message? Reading @ Read the textbook chapter. Then, mark the following statements as true (T) or false (F). 41 __ Tracking the distribution of releases is a way to estimate message exposure. 2 __ Newspapers use advertising ‘equivalency to determine how many people read an article. 3 __ Some media outlets can measure their actual audience, Evaluating Results 1 Is your campaign working? That can be tough to determine! Many factors contribute to the results. One major factor is message exposure. And publicists evaluate it in several ways. ‘Some methods estimate the potential audience. For one, publicists track production of releases ‘and other materials. Some even calculate the value of these materials in advertising equivalency. For example, what's the value of a newspaper article? Just find the cost of & newspaper ad of the same size. ‘An actual audience is sometimes measurable, too. Television stations record a programs number of viewers, for instance. So those are definite media impressions. Similarly, websites measure numbers of hits. In this chapter, we'll cover the best ways to track your message. Vocabulary 8 Match the words or phrases (1-5) with the definitions (A-E). __ advertising equivalency 4 __ message exposure _ hit 5 __ production __ measurable a measure of how many places a particular message appears ‘assessed with specific numbers or quantities the act of making or creating something a measurement indicating that someone has visited a particular website ‘measurement of how much a news story is worth to @ person or organization poor ont m Q Fillin the blanks with the correct words or phrases: Speaking actual, evaluated, media impressions, potential, result. © with a partner, act out the 1. The television commercial has a large roles below based on Task 7. audience, but not all television viewers will necessarily see it. Then, switch roles. 2 The publicist_____the campaign and decided it tases ae 3 The ____ of the campaign is that teenagers now You must determine associate the designer with fashionable clothes. I suggest. 4 The PR team learned that the. number of What do you mean? hits was well below their goal. 5 The radio host discussed the product, so the company got ‘Student A: You are a host. Talk some é to Student B about: * how to assess his or her © G Listen and read the textbook chapter again. How do campaign effectiveness publicists create media impressions? '* the methods that he or she already tried Listening © your suggestions © G Listen to a conversation between a radio host and a caller. Choose the correct answers. ‘Student B: You are a caller. Talk ee, se to Student A about your PR 1. What is the main idea of the conversation? cana ‘A. good reasons to decrease production B reliable methods for counting online hits ae © typical limitations of advertising equivalency Writing D effective ways to increase message exposure © Use zhe textbook chapter and the conversation from Task 8 2 What does the man advise the woman to do? to complete the plan. A track the press releases the company produces Baska television station to air the story send releases to Internet outlets D evaluate sales to see which method works best @ @ Listen again and complete the conversation. Plan Goal: We aim to Publici ‘And we're back. Let's take another caller. Hello, you're on Biz Talk, e@ Hi, Ken. My nonprofit organization just launched its first PR campaign. But I'm not sure it's 4 people. That can be tough to2 What materials did you use? Host: Caller: The first step is to Host: Caller: We sent news releases to television 3. Host: Caller: Host: This involves ‘The next step is to First, you must determine whether they 4. Actually, know. A 5 of them did. ‘Good. So you definitely got some 6 But | suggest expanding your production. ‘your story. If necessary, we 27 | %} Evaluating Results 2 Communications Secti v Fundamentals iain ate < SO, YOUR MESSAGE IS REACHING YOUR AUDIENCE. NOW WHAT? th time to measure the ROI (return on investment). In the eae the PR work cost money, right? Find out it was worth it! This cover (lable systematic methods: Cove" some ‘Survey people who heard the message. How was their day-after recall? Were they still aware of the Message the following day? Conduct a baseline study. This compares people's attitudes before and after the campaign. Did their feelings or opinions change? Track people's actions in response to your Campaign. Is there an increase in attendance at your events? What about requests for ioral your organization? en Get ready! @ Before you read the passage, talk about these questions. = 4. What are some ways to determine if a PR Vocabulary campaign was effective? 2 © Match the words or phrases 2 What do you think is the best measurement of z Beet a erica pale? (1-6) with the definitions (A-F). 1 attendance 4 __ request Reading 2 _ attitude 5 _ ROI @ Read the textbook chapter. Then, complete a asec Aan YEE the table. A ameasurement of how many people are a ~ present at an event Tactic —__‘|Question to Answer Eve ceiral way eal eaneone ocertoatt [Survey people who [4 something received the message | © the act of asking someone for something Conducta baseline 2 ran roietaetctot peacke Wtecsive overs Paseo study aS to receive a message 3 _________ [Did more people come to E occurring in a controlled, specific way events or inquire about the F a measurement of how much money someone organization’ ‘ears by spending money on something 28 Read the sentences and choose the correct words or phrases. 1 The campaign motivated people to take action / ROI and buy the product. 2 The commercial was memorable, so the public's audience day-after recall was good. 3 The first step in the campaign is to make people aware / systematic of the new store. 4 The PR team organized a(n) attitude / baseline study to measure the campaign's success. © G@ Listen and read the textbook chapter again. What is the difference between tracking day-after recall and doing a baseline study? Listening © @ Listen to a conversation between a student and a professor. Choose the correct answers. 1 What is true, according to the man? ‘A An audience should usually agree with a message. B Many people misunderstand day-afterrecal © The public's attitude is dificult to measure. D_Abaseline study is designed to show changes in awareness. 2 What will the speakers likely discuss next? ‘A. problems with analyzing day-after recall B_ how to measure audience awareness. different types of attitudes, the purpose of baseline studies @ &@ Listen again and complete the conversation. ‘Student: Excuse me, Professor Edwards. Is there a quiz tomorow? © Professor: Yes, there is. You read 1 four, right? ‘Student: Yeah, | read it. But'm a litle confused about 2 5 : Professor: Do you3 what that is? ‘Student: | know it measures 4 of the message. But shouldn't they agree with the message, too? Professor:_ It depends on the campaign. But in most cases, yes. That's why 5 are important. Student: Ah, baseline studies measure changes in 6 Professor: That's right. Let's talk more about those. Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. Excuse m ¢ Iknow It depends on ... ‘Student A: You are a student. Talk to Student B about: * evaluating the success of a campaign * something that you are confused about * an explanation of a concept Student B: You are a professor. Talk to Student A about evaluating campaign results. Writing © Use the conversation from Task 8 to complete the emai r To: Raymond Brown@RBplc.com Raymond, The PR campaign is over. But | want to determine whether it was worth the investment. There are several ways to calculate RO! I think the best method is to This will ‘Additionally, we could But the problem with that is Let me know which evaluation method you preter. Best, Jennifer 29 i 2" The Budget Get ready! @ Before you read the passage, talk about these questions. aq || at Betitower, we have affordable ratesstoreveryone! Basic Packages — Many cients choose one of our standard packages. These include a flat rate for a range of services. How do we determine these ees? Wel wo area know th kl coss for most cients, So we can elloate your money appropriately. Your flat rate includes enough to pay salaries for staff time. And it covers all expected ‘out-of-pocket expenses. So you won't receive bills for any basic campaign preparation or account Perise celia cok ansaid emergency fund for unexpected contingencies. there's any money atover wel releburee you 11 What kinds of costs do clients pay for at publicity firms? What are some typical rate structures at publicity firms? anaes Custom Packages — Perhaps you need more specialized services. Or maybe our basic packages don't work with your budget. Let us develop a specialty package that you can afford. Vocabulary © Match the words or phrases (1-6) with the definitions (A-F). 1 _ allocate 2 __ unexpected 3 _ fee 4 __ out-of-pocket expense 5 _ salary 6 A @ Read the webpage. Then, choose the correct answers. 11 What is NOT included in the basic packages? A anticipated out-of-pocket expenses B fees for specialized services © salaries for staff time D_an unexpected contingency fund _ staff time rot knowing beforehand that something was going to occur 2 How does the firm determine flat rates? B_ money that an employee of a ‘A. They know how much their services usually cost. career alas teat B They estimate a percentage of a client's return on investment. iO neneee ee enone © They review a client's expenditures with previous PR firms. charges for a service D They charge according to a client's annual prof D_ hours that employees spend working on a particular project E_ something that someone must pay for immediately, and may or may ‘3 What can clients get ifthey do NOT want the standard package? A. alan that includes specialized services B a contingency fee for use in emergencies not receive reimbursement for later © a reduced rate for staff time F to.assign or save something for a D arfat rate for al services particular purpose 30 O Write a word or phrase that is similar in meaning to the underlined part. 1 The company regularly set aside money for situations that might happen in the future. __n eso 2 The company repaid the employee for expenses. raaaneioed 3. The nonprofit organization cannot spend enough money to pay for the PR firm's services. ___or_ 4 Many publicity firms charge a fixed amount of money for a job or service regardless of the time required to complete it r e 5 The company had a set, annual amount of money available to pavforsomething. _ d_e_ 6 The company owner purchases the services with the lowest ‘amount of money required to pay for them. ___t © G@ Listen and read the webpage again. How does additional staff time affect a budget? Listening © & Listen to a conversation between a representative and a client. Mark the following statements as true (T) or false (F). 1. __ The man pays a flat rate for most of his publicity services. 2 __ The account needed extra staff time to complete a request. 3. __ The man disagrees with the charges on his bil © @ Listen again and complete the conversation. ‘Thanks for holding, Mr. Welles. So, you have oO ‘a question about your 1 2 Yes, I'm a little unclear. What are these 2. ‘on page two? Let me see. Ah, it looks like some services ‘weren't covered under your 3 Really? Why not? Last month, we ran six news conferences for your ‘company. ‘Oh, of course. | asked for those. We had to ‘combat some negative publicity. Right. Anyway, those events required extra 4 : | see, And that was an under ‘my particular package. Exactly. Does that make sense? Yes, that's fine. Thanks for 6 3 Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. ma ittle unclear 3 Let me see .. It looks like .. ‘Student A: You are a representative. Talk to Student B about: + abiling question + the reason for the charges * the terms of his or her package Student B: You are a client. Talk to Student A about your bill. Writing © Use the webpage and the conversation from Task 8 to complete the email. Dear Ms. Atwater, ‘Our PR firm would be thrilled to represent. your organization! | understand that you have questions about the rates. Here's, how our billing works: For most people, we offer This includes Italso includes ‘Additionally, we can also add Let's meet to discuss your needs further. James Sumner Reputa Public Relations ae ‘To: mcAtwater@ABC.com 31 \ 5) Describing Change Get ready! @ Before you read the passage, talk about these questions. 1. What is the importance of describing change in public relations? 2 How do people describe something that becomes larger or smaller? Hi Karen, “I'm concerned about the latest voter surveys. Support * for Mayor Glenn's reelection is fluctuating. It increased in some areas, but unfortunately, it decreased in others. ‘This is likely a response to the transportation initiative, Recently, the mayor made a proposal to expand the initiative with an additional tax. After that, his approval climbed in Woodward Hills. That's where the improvements will occur. But near Oswald Park, support plummeted. People there oppose the tax. “That's because they won't receive the same benefits Currently, the mayor's position remains fairly stable. But we expect a rise in publicity about the initiative. Our opponent's campaign is targeting voters in Oswald Park. This could cause our support base to shrink. Let's work on a strategy to combat this decline. —Peter Appleton, | Vocabulary © Write a word or phrase that is similar in meaning to the underlined part. Reading 4 Public opinion about politicians changes regularly . 5 upanddown veryeasiy. f___tu_. © Read the email. Then, mark the following Saar a gee snieereae a et Thee environmental problems, donations to the 1 __ According to the mayor's plan, taxes will ‘organization increase steadily. _|_m _ decrease. 3. After the scandal, the company experienced a 2 __ Support for the mayor recently plummeted reas! ity in profits. d__I___ in some places. 4 Auto sales decreased quickly after consumers, 3. __ The campaign manager expects that public learned about the defective engine. ‘awareness about the initiative wil increase, p___-e_ed 32 Place the words from the word bank under the correct headings. © &@ Listen and read the email again. What kinds of changes do publicists hope to see? Listening © &@ Listen to a conversation between two publicists. Choose the correct answers. 1 What is the conversation mostly about? ‘A. reasons for a sudden rise in safety problems B mistakes on a recent sales report © the results of a publicity campaign D_a comparison of PR costs in two cities 2 What best describes sales of the product? A fluctuating decreasing B climbing D remaining stable @ @ Listen again and complete the conversation. Publicist 1: Ed, did you see the latest sales reports? Publicist 2: | did! Auto sales 1 Significantly last quarter! Publicist 1: It's great, isn't it? We had all those safety problems! | thought sales would 2 improve. | know. But it looks like our campaign is working. = guess so. Why do you think there was a sudden 3 2 Publicist 2: Well, our reach is wider now. We started distributing releases in 4 ities, Publicist 1: True. And we did it 5 significantly increasing the cost. Publicist 2: You're right. Hey, maybe we should 6 the campaign into even more places. Publicist 1: Good ideal Speaking © With a partner, act out the roles below based on Task 7. Then, switch roles. Did you see. 9 It looks like . Why do you think ..? Student A: You are a publicist. Talk to Student B about: * achange in your company's sales * the likely cause of the change what steps to take next ‘Student B: You are a publicist. Talk to Student A about a change in your company's sales. Writing © Use the conversation from Task 8 to complete the memo. URL eee SER e) ties aks Hello Everyone, We just received the latest sales reports, for EDO Auto. And there were a lot of changes last quarter! The good news is, The bad news is ‘As a result, our new publicity campaign should focus on 34 Glossary account [N-COUNT-U8] An account is an agreement or membership that a client enters into with a company. action [N-COUNT-U13] An action is the process of doing or changing something ‘actual (ADJ-U12] If something is actual, it exists and is real, rather than being potential or imagined. adjunct [N-COUNT-U3] An adjunct is an extra person or company, separate from a main company, that performs some of the main company’s work or shares its responsibilities. advertising [N-UNCOUNT-U4] Advertising is the act of creating messages to influence the public to purchase a ‘company’s products or services. advertising equivalency [N-UNCOUNT-U12] Advertising equivalency is a measurement of how much a news story is ‘worth to a person or organization. It is calculated by determining how much an advertisement of the same size or duration would cost. ‘advocate [N-COUNT-U1] An advocate is a person who works to make things better for another person or a group of people. afford [V-T-U14] To afford something is to have enough money to pay for it. ‘agency [N-COUNT-U3] An agency, also called a firm, is a company that provides products or services. allocate [V-T-U14] To allocate something is to assign or save it for a particular purpose, ‘analyze [V-T-U9] To analyze something is to closely examine it rom all perspectives, ‘anonymity [N-UNCOUNT-U11] Anonymity is the state of being unknown, and refers to people whose names are not released publicly. archival [ADJ-U10} If research is archival, it involves searching official records for historical information ‘argument [N-COUNT-U7] An argument is a statement that expresses an individual's strong opinion. attendance [N-UNCOUNT-U13] Attendance is a measurement of how many people are present at an event. attitude [N-COUNT-U13] An attitude is the general way that someone feels about something, and may include his or her opinions, emotions, or both, audience [N-COUNT-U13] An audience is a group of people who receive or are intended to receive a message. aware [ADJ-U13] f someone is aware of something, he or she knows that it exists. baseline study [N-COUNT-U13] A baseline study is the act of monitoring an audience's attitudes before and after a ‘campaign in order to measure the changes, if any, in response to the campaign. bid [VU] To bid is to submit an offer in the hopes of having the offer accepted. branding [N-UNCOUNT-U3] Branding is the process of using pictures and words in order to cause people to think of a particular company. broadcast [V-T-U5] To broadcast something, such as news or other information, is to widely distribute it by using ‘some form of communication. budget [N-COUNT-U14] A budget is an amount of money that is available to pay for something. ‘campaign [N-COUNT-U4] A campaign is a series of coordinated actions that are intended to achieve a goal. channel [N-COUNT-U6] A channel is a method that is used to transfer information from one person or group to another, client [N-COUNT-U8] A client is a person who purchases goods or services from a company. climb [V-I-U15] To climb is to increase at a steady rate. closed-ended [ADJ-U11] If a question is closed-ended, itis used to get a bref, specific answer. ‘communication [N-UNCOUNT-U1] Communication is the process of sharing thoughts or information, and can be done through speech, writing, or other methods. community relations [N-UNCOUNT-U2] Community relations is a branch of public relations that addresses the relationship between an organization and the people who live near it or are affected by it. competitive [ADJ-UB] If something is competitive, it involves multiple people who want to win something or achieve success over other people. conserve [V-T-U7] To conserve something is to keep it intact and avoid destroying it. consumer affairs [N-UNCOUNT-U2] Consumer affairs is the area of public relations that involves protecting people who buy things by giving them information about companies. context [N-COUNT-U11] A context is the set of events or circumstances that something exists with. contingency [N-COUNT-U14] A contingency is a situation or event that might happen in the future, but is not certain to happen. conversation [N-COUNT-U6] A conversation is a verbal exchange of messages between two or more people. corporate reputation [N-COUNT-U3] A corporate reputation is the set of thoughts and feelings that people have, either positive or negative, when they think about a particular company. cost [N-COUNT-U14] A cost is the amount of money that someone must pay in order to buy or complete something. counseling [N-UNCOUNT-U3} Counseling is advice that a person or company receives in order to help resolve a difficulty. courtesy bias [N-UNCOUNT-U11] Courtesy bias is a person's tendency to give the “right” or politically correct answer to a survey question, even if that answer is not honest. credibility [N-UNCOUNT-U4] Credibility is the ability of a company or person to create trust. crystallize [V-T-U7] To crystallize something is to make it clear or defined eta [N-COUNT-US] Data are details and quantities that someone collects during research or testing. etabase [N-COUNT-U10] A database is a place on a computer where large quantities of data are organized and stored. 2y-after recall [N-UNCOUNT-U13] Day-after recall is a measurement of people's awareness of something one day after they have learned about it.

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