11. Урок 11 (Unit 11) The Audience and How to Reach It

1.Starting up

1.What does the term “audience” mean?

2.What are the most efficient ways of reaching your target audience?

2.Listening

Listening 11.1.

Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the term “audience”. Answer these questions.

1.Why is it important to know the shifting dynamics of the audience?

2.What are “prepackaged publics”?

Complete the extract of what Bob says about the term “audience”.

Well, for us the _______ is a complex intermingling of groups with diverse cultural, ethnic, religious, and economic attributes. Sometimes the interests of the members of the audience coincide and sometimes they conflict. For us, as public relations people, knowledge of these shifting audience ________ is essential. A successful ________ must be aimed at those segments of the mass audience that are most desirable for its particular purpose and must employ those media most effective in reaching them.

Some of these _______ are easily identifiable and reachable. We call them ________

_________. These are well-organized groups whose members have some common interest that bonds them together. For us they constitute ready-made _______. In the United States the most significant aspect of the mass audience is _______. Differences in geography, history, and economy among regions are marked. For example, farmers in Kansas have different attitudes from those of people living in the liberal city of Boston. Yet people in those two areas have national _______ in common.

Listening 11.2.

Listen to Bob Richardson, who goes on to talk about the characteristics of the today’s audience. Answer these questions.

1.What are the most important characteristics of the modern American audience?

2.What are the guidelines for matching audience and media?

3.Can you get effective results from the use of a single medium?

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