Use the word given in capitals to form a word that fits in the space in the same line.

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2.Use the word given in capitals to form a word that fits in the space in the same line.

By measuring the sales resulting from particular 1_________, bad ads could be avoided and the best                  techniques learned. PR2________, however, are only just catching up.               

In his book on 3_________, Mark          

Weiner says that the PR industry has lagged behind because of “ 4_______ levels of professional               

education and talent 5_________, and the self-perpetuation of the myth that PR can’t be measured                         

6________”. Actually, there are many difficulties with measuring             PR. But none are 7______ to        

justify pursuing PR without modern 8_______.                

When I was first a press officer in the 1990s, we counted the number of press cuttings.It was a cheap  

way of assessing our 9________. We would then need the          10________ analysis.                              

ADVERTISE

PRACTICE

MEASURE

ADEQUATE

DEVELOP

SCIENCE

SUFFICE

EVALUATE

EFFECT

QUALITY

Part 2

Reading  

Read the text. Choose the best heading for each paragraph.

A Is there a remedy for all ills?

B It’s not magic, it’s talent and sweat

C Lack of good ideas

D A personal experience

E What you sell is not good enough

F Not worth your money

1.___________

In the mid-1990s, I was a columnist for IDG, the world’s largest publisher of IT magazines. When writing a particular comparative review, I realised that one of the products was awful. It came from a micro-business and I thought that few people, realistically, were likely to ever buy it. While I wrote a negative review, on this occasion I did the company a favour and excluded mentioning their product in my article. I later heard that the firm’s proprietor had been moaning to a journalist on another magazine that he’d gone to great trouble, personally driving across London to put it through my letterbox – and I never bothered to mention it!

2.___________

Here’s the rub: PR only works properly if your product is good. Journalists aren’t stupid – well, not for the most part – and they can smell if your product is second-rate. What determines if a product is good? Well, in the 1940s, Rosser Reeves, the American advertising guru, invented the concept of a “unique selling proposition”. In his 1961 book Reality in Advertising, Reeves says that “the proposition must be one that the competition either cannot, or does not, offer”. Just as the “unique selling proposition” is vital for selling to consumers through advertising, it is vital when pitching to journalists. If you’re manufacturing camera bags that fall to bits and have no obvious benefits, the media are going to be less keen on promoting you.

3.__________

 Lots of companies will try to sell you the miracle cure to media relations. If only you throw money at a newswire service, or a social media planning tool or a special media database of over a million journalists, something great is supposed to happen. Some of these can be of help, but only if you are doing all the other things right. In fact, many of the really useful tools are free, or not specifically aimed at media relations. I will recommend some. But I find that just three tools are the ones I definitely need to get coverage: email, a telephone and a copy of the publication. All the others are optional.

4.___________

One miracle cure that must, in all circumstances, be avoided is the so-called professional press release writer – someone who, for a very cheap price, will write you a release. People who use

these services believe erroneously that the value in public relations is in the press release. This is mistaken. For a start, the value that a so-called press release writer will give you is likely to be

small. One, I notice, is offering a “media friendly press release in two hours” that will “get you coverage in all the right places”.But the vendor then goes on to say: “I would need a brief outline of what you want to achieve, the what, when, where, why of the story. As well as a few short quotes and a high res image. I would also need your website information and contact details of your public relations person.”Here, the customer is still doing almost all of the work – and the difficult part too.

5.____________

It is certainly true that most press releases are badly written, poorly structured and fail to sell the story properly. But none of the people I’ve seen advertising this sort of service seem to reveal much about themselves or convincingly explain why they would produce something better than if you wrote it yourself. The real problem businesses have is that the ideas behind their press releases are bad, and a cheap copywriter isn’t going to solve that for you.

6.___________

A t the heart of all good media relations is creativity. But how do you become creative? Well, not by waving a wizard wand. Creativity requires knowledge, which provides a breeding ground for ideas. PR practitioners need to know intimately the products they are promoting. They need to read or watch closely the media outlets in which their clients want coverage. They need a strong general knowledge. 

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