VII. Discuss the following questions with your group

1. Why is fighting for “share of voice” on the subject of small business notoriously difficult?

2. What should a company do to launch a platform that, from its first release, will generate substantial, strongly branded media coverage?

3. What was the objective of the campaign and were the goals achieved?

4. What were two main challenges to deliver the campaign? What was done to maximise the potential news value?

5. Did the campaign provide a high return on investment?

VIII. Speaking:

1. Create your own imaginative case study, set the goals, meet the needs of the target audience, choose PR campaign tactics and finally do the estimation of results. Use all possible topical vocabulary you’ve learnt in this topic. Present your story to the group;

2. Discuss with your partner any case study you know. What are the advantages and disadvantages of the PR practitioners’ work in this campaign from your point of view.

UNIT II

SUCCESSFUL MEDIA RELATIONS

Pre-reading tasks

Work in groups and discuss the following questions:

1. What is media relations? Why is the media considered to be the lifeblood of effective public relations?

2. Do you agree with PR specialists who say that “personal media contacts” are the key to successful PR?

Reading

Read the text and trace the development of press releases.