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UNIT 4 – EXTRA PRACTICE

I. Read the passage and decide whether the following statements are True or False.
1. In the publicity model, accuracy is very important.
2. In the public information model, communication professionals use persuation to shape
the publics’ thoughts and opinions.
3. The communication pattern of the public information model is one – way.
4. In the public information model, practitioners don’t conduct audience analysis research to
guide their activities.
5. In the two-way symmetrical model, research is conducted to better understand the
publics’ attitudes and behaviors.
6. The two-way asymmetrical model is particularly popular in increasing an organization’s
profits.
7. The two-way symmetrical model attempts to create a mutually beneficial situation.
8. The two-way symmetrical model is considered the most ethical.
Four Models of Public Relations
Grunig and Hunt (1984) developed four models of public relations that describe the field’s
various management and organizational practices. These models serve as guidelines to create
programs, strategies, and tactics.

In the press agentry/publicity model, communications professionals use persuasion to shape

the thoughts and opinions of key audiences. In this model, accuracy is not important and
organizations do not seek audience feedback or conduct audience analysis research. It is a one-
way form of communication. One example is propagandist techniques created by news media
outlets in North Korea.

The public information model moves away from the manipulative tactics used in the press
agent model and presents more accurate information. However, the communication pattern is
still one-way. Practitioners do not conduct audience analysis research to guide their strategies
and tactics. Some press releases and newsletters are created based on this model, when
audiences are not necessarily targeted or researched beforehand.

The two-way asymmetrical model presents a more “scientifically persuasive” way of

communicating with key audiences. Here, content creators conduct research to better
understand the audience’s attitudes and behaviors, which in turn informs the message strategy
and creation. Still, persuasive communication is used in this model to benefit the organization
more so than audiences; therefore, it is considered asymmetrical or imbalanced. The model is
particularly popular in advertising and consumer marketing, fields that are specifically
interested in increasing an organization’s profits.
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Finally, the two-way symmetrical model argues that the public relations practitioner should
serve as a liaison between the organization and key publics, rather than as a persuader. Here,
practitioners are negotiators and use communication to ensure that all involved parties benefit,
not just the organization that employs them. The term “symmetrical” is used because the model
attempts to create a mutually beneficial situation. The two-way symmetrical model is deemed
the most ethical model, one that professionals should aspire to use in their everyday tactics and
strategies (Simpson, 2014).

II. Fill in the blanks with your own ideas.

1. 3.
2. 4.

6. 7.

5.

8.

III. Fill each of the numbered blanks in the passage. Use only one word in each space. 
worth sources physical delivered contents
information publications drawbacks convey subscriptions 
As printed media begin to lose their dominance as a way to (1) _________ information to
the world, electronic media have stepped up and taken their place. Many people no longer read
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newspapers or magazines in their traditional paper forms, but they still do read. The (2)
_________ delivery system is what has happened, may people are reading newspapers or
magazines off of their smartphones, tablets, or on their computer screens. The (3) _________ of
the newspapers and magazines strive to be the same, but the new way it is presented has some
(4) _________ as well as benefits. 
One of the biggest drawbacks about electronic newspapers and magazines is that they are
often read without a subscription. As electronic media are (5) _________ instantly over the
Internet, the only way that money can be made is through advertisements, as most people don't
want to pay for electronic (6) _________. This has left many of the news outlets on the Internet
scrambling to find (7) _________ of revenue. 
Probably the greatest criticism of online newspapers and magazines is that there often
isn't very much invested in the stories as they come out. Rather than serious investigative
journalism, the main point of many online (8) _________ is merely to attract page views so that
the advertisers on those pages must pay a small fee. In the age of (9) _________, finding the
information (10) _________ learning becomes the hardest task of all.
IV. Match the terms with their correct definitions.
Term Definition
1. deceive A. a belief or opinion, often held by many people and based on how things
seem
2. readership B. a group of people who have been brought together to discuss a particular
subject in order to solve a problem or suggest ideas
3. feedback C. the feeling of expecting something to happen
4. focus group D. the group of people who regularly read a particular newspaper, magazine,
etc.
5. perception E. information or statements of opinion about something, such as a new
product, that can tell you if it is successful or liked
6. expectation F. persuade someone that something false is the truth, or to keep the truth
hidden from someone for your own advantage
7. discredit G. something that happens that delays or prevents a process from developing
8. setback H. to cause people to stop respecting someone or believing in an idea or
person

V. Supply the correct form of the words in brackets.

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1. Issues management
Issues management is arguably the most important subfunction of public relations. Issues
management is the forward-(1.think), problem-solving, management-level function responsible
for identifying problems, trends, industry changes, and other potential issues that could impact
the organization. Issues management requires a formidable knowledge of research, (2.
environment) monitoring, the organization’s industry and business model, and management (3.
strategist).
2. Media relations
The media relations subfunction is likely the most visible portion of public relations that an
organization conducts because it deals directly with external media. The media relations
subfunction is a largely (4. technique) function, meaning it is based on the technical skill of
producing public relations materials, or outputs. Outputs are often related to tactics, and
examples of tactics include news releases, podcasts, brochures, video news releases for the
broadcast media, direct mail pieces, photographs, Web sites, press kits, and social media (digital
media).
3. Community relations
As the name implies, the community relations subfunction is responsible for establishing and
maintaining relationships with an organization’s communities. Normally this territory implies a
physical community, as in the borders of manufacturing facilities with their (5. resident)
neighbors.
4. Government Relations and Public Affairs, Including Lobbying
The public affairs of an organization are the issues of interest to a (6. citizen) or community
about which an organization must (7. communication). Government relations handles
maintaining relationships with both regulatory agencies and appointed and elected officials.
5. Marketing communications
Marketing communications is is also known as integrated marketing communications or
integrated communications. Publicity and product promotion targeting the specific public (8.
consume) is the focus of this subfunction. Public relations strategies and tactics are used
primarily through a press agentry model meant to increase awareness and persuade consumers
to try or buy a certain product.
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VI. Translate the following text into Vietnamese.

1. News Media are the means or methods by which people learn what is happening in the city,
in the country and in the world. The news media can be classified into two general categories:
the categories of print media and electronic media.
……………………………………………………………………………………………………..
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2. Print media use the written material to communicate news to readers. Electronic media use
air waves to send news into homes, offices and public places. Print Media are usually divided
into magazines and newspapers. Most newspapers print news daily. For example, the
newspaper "The New York Times" is published every day of the year. Most news magazines
are published weekly, for instance, Newsweek and Time magazines are published once a week.
……………………………………………………………………………………………………..
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3. The electronic media are generally divided into radio and television, Radio news is news that
you listen to. In the United States many radio stations broadcast five minutes of news every
hour. T.V news is that you not only listen to but also watch. In Canada and the United States,
for example, many people watch an hour of news on TV at 6 o'clock in the evening. In the
future, new categories of news media will develop. Even today, computers are beginning to
influence the transmission and reception of news.
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VII. Translate the following sentences into English.

1. Truyền thông đại chúng được hiểu là hoạt động truyền thông được thực hiện thông qua các
phương tiện truyền thông đại chúng như báo, đài, phát thanh, truyền hình… hướng tới những
nhóm công chúng lớn.
……………………………………………………………………………………………………..
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mass communication is understood as communication activities carried out through mass

media such as newspapers, radio and television aimed at large public groups
2. Đặc điểm của hoạt động truyền thông đại chúng là thông điệp được truyền tải đến công
chúng một cách nhanh chóng. Tuy nhiên, truyền thông đại chúng lại là hoạt động luôn chịu tác
động từ nhiều phía: các nhóm công chúng xã hội rộng lớn, các thiết chế xã hội mà phương tiện
là công cụ (báo, đài, … của các tổ chức chính trị xã hội); và các cơ quan quản lí nhà nước.
Mass communication is characterized by the fact that messages are conveyed to the public
quickly. However, mass communication is an activity that is always influenced by many sides:
large social groups, social institutions whose tools are media (newspapers, radio,etc. of socio-
political organizations); and state management agencies.

3. PR Việt Nam sử dụng mô hình “chia sẻ thông tin hai chiều” (the “two-way shared
perspective”): về hình thức thì giống mô hình “thông tin hai chiều” (the “symmetrical model”)
của hai nhà lý thuyết người Mỹ Grunig & Hunt (1984), nhưng về bản chất thì khác biệt.
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4. PR Việt Nam xem trọng mối quan hệ giữa chuyên viên PR và nhà báo để đạt được hiệu quả
truyền thông, trong khi đó, về mặt lý thuyết thì PR tập trung vào mối quan hệ hai chiều giữa tổ
chức và công chúng.
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5. Lý thuyết PR, vốn thành công trong việc giải thích và định hướng hoạt động PR ở các nước
nhưng lại bị thách thức tại Việt Nam vì chưa mô tả và phản ánh đầy đủ hiện trạng PR trong thực
tiễn.
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