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general desire to convey the most relevant information

 

 

in the least amount of space.

7.

backgrounder

g. a document that is intended to drive media to attend a

 

 

special event

8.

collateral company materials

h. to be in the news

9.

testimonial

i. letter written to introduce a source and story idea to a

 

 

member of the media

10. letterhead

j. additional information about a company

11. subhead

k. a member of mass media

12. annual report

l. statement of worth or value by a respected source

4. Vocabulary

Complete the sentences with the words from Listening and Reading:

1.To win acceptance by an editorial promotion service, the copy must be free of hard-sell p______________________ t__________________________.

2.Another secret in successful newsletter is p___________________ in writing style.

3.The press kit contained b_____________________ on the company, markets and products.

4.H_______________ i_______________ s______________ may be the story behind the story about an event, organization or otherwise faceless historical happening, such as about the life of an individual soldier during war-time, an interview with a survivor of a natural disaster, or profile of someone known for a career achievement.

5.One of the most common ways to o____________ c_____________ is to write a news release.

6.A problem with using celebrity t__________________ involves any negative publicity that the celebrity might get: it will also transfer back to the product.

7.Today mass media are considered to be the most accessible p_________________

o___________ i__________________ playing a vital role in forming public opinions, values, and beliefs.

8.F_____________ s______________ condense information into an easy-to-read, straightforward, portable, and modular form of knowledge.

9.C_________________ o_____________ c__________________ simply mean various methods of sending your message.

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