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CONTENTS UNIT
1. INTRODUCTION TO PUBLIC RELATIONS UNIT
13. HOW TO WIN OVER AND WOW A CROWD |
REVIEW units 9-12 1. Match the word/phrase to its definition.
2.Choose the most suitable beginning for
each abstract from the list below. 1. Attendance
at public events. 2. Press
releases. 3. Newsletters.
4. Blogging.
5. Social
media marketing. In
order to attract public attention and keep it engaged with a particular organisation or an individual, PR specialists take an
advantage of every public event and the opportunity to speak publicly. This
enables them to directly reach the public attending the event and indirectly,
a much larger audience. Information
that is communicated as a part of the regular TV or/and radio programme, newspapers, magazines and other types of
mainstream media achieves a much bigger impact than advertisements. This is
due to the fact that most people consider such information more trustworthy
and meaningful than paid adds. Press release is
therefore one of the oldest and most effective PR tools. Sending
newsletters – relevant information about the organisation
or/and its products/services – directly to the target audience is also a
common method to create and maintain a strong relationship with the public.
Newsletters are also a common marketing strategy but PR specialists use it to
share news and general information that may be of interest to the target
audience rather than merely promoting products/services. To
reach the online audience, PR specialists use the digital forms of press
releases and newsletters but they also use a variety of other tools such as
blogging and recently, microblogging. It allows
them to create and maintain a relationship with the target audience as well
as establish a two-way communication. Like
its name suggests, it is used primarily by the marketing industry. Social
media networks, however, are also utilised by a
growing number of PR specialists to establish a direct communication with the
public, consumers, investors and other target groups. 3. Work in groups of
three or four. You are to promote a product. Discuss the following questions
and report the answers to your group. When
trying to figure out who to target, start by asking yourself these questions: 1.
Who is the
ideal client? What’s their profile? (The more detailed you can get, the better. Think about demographics, values,
characteristics, activities they enjoy, causes they might support, etc.) 2.
Who is
the decision-maker that will decide whether to hire you or a competitor? What
motivates their purchasing decisions? 3.
Who can
refer business/sales your way? Who can help you connect with
buyers/customers/clients? 4.
What
commonalities exist among your current customer base? 5.
What type
of customer does your competition attract? What can you learn from their
successes? Video: Jennifer Golbeck: The curly fry conundrum: Why social media
«likes» say more than you might think https://www.youtube.com/watch?v=hgWie9dnssU
If you remember that first ________ of the web, it was really a static place. You could go online, you could look at
pages, and they were put up either ________
organizations
who had teams
to do it or by individuals who were really
tech-savvy for the time. And with the rise of social media and social ________ in the early
2000s, the web was completely changed to a place where now the vast majority
of content we interact with is put up by average
users, either in YouTube videos or ________
posts or product reviews or social ________
________. And it’s also become a much more
interactive place,
where people
are interacting with others, they’re commenting, they’re sharing, they’re not just reading. So ________ is not the only place you can do this, but it’s the biggest, and it serves to illustrate the
numbers. Facebook has 1.2 billion users per month. So half the Earth’s Internet ________ is using Facebook. They are a site, along with others, that has allowed
people to create an online persona with very little ________ skill, and people responded by putting huge
amounts of personal data online. So the result is that we have
behavioral,
preference,
demographic data
for hundreds of
millions of people,
which is
unprecedented in ________.
And as a
computer scientist, what this means is that I’ve been able to build models that can predict all sorts of hidden
attributes for all ________ you that you don’t
even know you’re sharing information about. As scientists, we use that to help the way people interact online, but there’s less altruistic
applications,
and there’s a
problem in that ________ don’t really understand these techniques and how
they work, and even if they did, they don’t have a
lot of control over it.
So what I want
to talk to you about today
is ________ of
these things that we’re able to do, and then ________ us some ideas of how
we might go forward
to move some
control back into the hands of users. So this is Target, the company. I didn’t just put that logo on this poor, pregnant woman’s belly. You may ________ seen this anecdote
________ was printed
in Forbes
magazine where Target
sent a flyer to
this 15-year-old girl
with
advertisements and coupons
for baby
bottles and diapers and cribs two weeks before she told her parents that she was pregnant. Yeah, the dad was really upset. He said, «________ did Target figure
out that this high school girl was
pregnant before she told her parents?»
It turns out
that they have the ________ history ________ hundreds of thousands of
customers and they compute what they call a
pregnancy score,
which is not
just whether or ________ a woman’s pregnant, but what her due date is. And they compute that not by looking at the obvious things, like, she’s buying a crib or baby
clothes, but things like, she bought more
vitamins than she normally had, or she ________ a handbag that’s big enough to hold ________. And by themselves, those purchases
don’t seem like they might reveal a lot, but it’s a pattern of behavior
________, when you take it in the context of
thousands of other people,
starts to
actually reveal some insights. So that’s the kind of thing that we do when we’re predicting stuff about you
on social media.
We’re looking
for little ________ of behavior that, when you detect ________ among
millions of people,
lets us find
out all ________ of things.
2. After watching the video say in what context the
following words and phrases were mentioned. ·
my
lab ·
colleagues ·
developed
mechanisms ·
quite accurately predict things like your political preference ·
score,
gender ·
sexual
orientation ·
religion ·
age ·
intelligence ·
you trust the people you know ·
We can do all of this really well · obvious information 3. Say whether these statements are true or false. Correct false ones. 1.
Curly
fries are delicious. 2.
Liking Curly fries does not necessarily mean that you’re smarter than the average
person. 3.
There is a sociological theory called homophily, which basically says people are
friends with people like them. 4.
If you’re smart, you tend to be friends with smart people, and if you’re young, you tend to be
friends with young people. 5.
There’s a couple paths that we want to look at if we want to give users some control over how this data is used, because it’s not always going to be
used for their benefit. 6.
You
own your data. 7.
You have total control over how it’s used. The problem is that the revenue models for most social media companies rely on sharing or exploiting users’
data in some way.
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