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CONTENTS UNIT
1. INTRODUCTION TO PUBLIC RELATIONS UNIT
13. HOW TO WIN OVER AND WOW A CROWD |
REVIEW units4-6 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. Discuss
the following questions and report the answers to your group. 1.
The Financial Times recently announced that it
would not charge its advertisers by the number of reader views or clicks.
What measure has it decided to use? 2.
Jon Stewart will soon retire as host of Comedy
Central’s «The Daily Show». Who is his replacement? 3.
Which of the media outlets would not be considered
«digitally native?» 4.
What’s the difference between sponsored content
and native advertising? 5.
What are Periscope and Meerkat
and what recent high profile sporting event offered a glimpse of their
potential greatness and likely challenges? 6.
Are these the best of times or worst of times for
journalists and journalism? 7.
What do Bill Simmons, Alexia Tsotsis
and David Letterman have in common? 8.
In journalism, what does TLDR stand for? 9.
What’s all the hype with «content marketing?» Is «earned media» a dying art? 10.
When offering a journalist the opportunity to
report a story on an embargoed basis, what shouldn’t you do? 11.
Is it now ethically acceptable to pay an
influential blogger or someone with a large social media following to produce
branded content on behalf of a client? 12.
Should Pats QB Tom Brady take team owner Bob
Kraft’s lead and accept his punishment – a four-game suspension? Why? Why
not? 4. Video. Rachel Botsman: We’ve stopped
trusting institutions and started trusting strangers 1. Fill in the missing information after
watching the video. Let’s talk about trust. We all know trust is fundamental, but when it comes to trusting
people, something profound is happening. Please raise your hand if you have ever been a host or a
guest on Airbnb. Wow. That’s a lot of you. Who owns Bitcoin? Still a ________ of you. OK. And please raise your hand if
you’ve ever ________
Tinder
to help you
find a mate.
This one’s
really hard to count because you’re kind of going like this. These are all examples of how
technology is creating new ________ that are enabling us to trust
unknown people, companies and ideas. And yet at the same time, trust in institutions – ________,
governments and even churches – is collapsing. So what’s happening here, and who do you trust? Let’s start in France with a
platform – with a ________, I should say – with a rather funny-sounding name, BlaBlaCar. It’s a platform that matches
drivers and ________ who want to share
long-distance journeys together. The average ride taken is 320 kilometers. So it’s a good idea to choose your
fellow travelers wisely.
Social
profiles and reviews help people make a ________. You can see if someone’s a smoker,
you can see what kind of music they like, you can see if they’re going to
bring ________ dog
along for the ride.
But it
turns out that the key social identifier is how much you’re going to talk in
the car. Bla, not a lot, bla bla, you
want a nice bit of chitchat, and bla bla bla, you’re not going to
stop talking the entire way
from London
to ________.
It’s
remarkable, right, that this idea works at all, because it’s counter to the lesson
most of us were taught as a child: never get in a car ________ a stranger. And yet, BlaBlaCar
________ more
than four million people
every
single month.
To put that
in context, that’s more passengers than the Eurostar
or JetBlue airlines carry.
BlaBlaCar is a beautiful illustration of how
technology is enabling
millions of
people across the world to take a trust leap. A ________ leap happens when we take the risk
to do something new or different to the way that we’ve always done
it. Let’s try to ________ this together. OK. I want you to close your eyes. There is a ________ staring at me
with his eyes wide open.
I’m ________ this big red
circle. I can see.
So close
your eyes. I’ll do it with you. And I want you to imagine there exists a gap between you and something unknown. That unknown can be someone you’ve
just met. It can be a place you’ve never been
to. It can ________ something you’ve ________ tried before. ________ got it? OK. You can open your eyes now. For you to leap from a place of
certainty, to take a chance on that someone or
something unknown,
you need a
force to pull you over the gap, and that remarkable force is
________. Trust is an elusive concept, and yet we depend on it for our
lives to function.
I trust my
children when they say they’re going to turn
the lights out at night.
I ________ the pilot who
flew me here to keep me safe. It’s a ________ we use a lot, without always thinking about what
it really means
and how it
works in different contexts of our lives. 2. After
watching the video say in what context the following words and phrases were
mentioned. ·
hundreds
of definitions of trust ·
risk
assessment
·
go
right ·
it
makes trust sound rational and predictable ·
the
human essence ·
it
empowers us
to connect
with other people ·
I
define trust a little differently ·
a
confident relationship to the unknown ·
this
lens ·
unique
capacity
·
to
place our faith in strangers ·
to
keep moving forward ·
trust
leap ·
put
your credit card details
into a
website ·
to
buy a navy blue secondhand ·
Peugeot
·
eBay ·
«Invisible
Wizard» 3. Say
if these statements are true or false. 1.
Technology is transforming the social glue of
society. 2. There is a common pattern that
people follow,
and I call
it «climbing the trust stack». On the first level, you have to trust the idea. So you have to trust the idea of ride-sharing is safe
and worth trying.
The second
level is about having confidence in the platform, that BlaBlaCar
will help you if something goes wrong. And the third level is about using
little bits of information
to decide
whether the other person is trustworthy. 3.
Trust
enables change and innovation. 4.
Trust
has only evolved
in three
significant chapters throughout the course of human history: local, institutional and what we’re now entering,
distributed.
5.
In
the mid-19th century,
society
went through a tremendous amount of change. It’s widely talked about how trust in institutions and many corporate brands has been steadily declining and continues to do so. 7. Institutional trust isn’t working because we are fed up with the sheer audacity of
dishonest elites. 10.
11. «The Economist» eloquently
described the blockchain as the great chain of being sure
about things.
4. Discuss
the questions. 1.
Do
men and women trust differently in digital environments? 2.
Does
the way we build trust face-to-face translate online? 3.
Does
trust transfer?
4.
If
you trust finding a mate on Tinder, are you more likely to trust
finding a ride on BlaBlaCar? |