1. Проблема перенасыщения новостной ленты становится всё более актуальной по мере роста пользовательской

вовлечённости в Интернет.

2. Убедительное изложение фактов в СМИ является неотъемлемым условием работы в медиа сфере.

3. Профессионалы в области PR остаются востребованными на рынке труда, однако за последнее время изменился уровень их задач: им необходимо расширять рынок PR услуг и исследовать товары широкого потребления.

4. С целью создания и поддержания позитивного общественного мнения, обеспечения желаемого поведения общественности компании занимаются организацией многообразных мероприятий для журналистов.

5. Доход от продажи рекламы на сайте YouTube в этом году может вырасти на 50%. За этот год сайт намерен выручить за продажу рекламы не менее $5.6 миллиардов, считает агенство eMarketer.

6. Пресс-релиз необходим для оперативной передачи через СМИ информации о событиях.

7. В PR -коммуникации используются два типа заявлений для СМИ: во-первых, заявления,представляющие собой официальные правительственные сообщения; во-вторых, заявления субъектов PR.

8. Многие пресс-релизы оказываются не учтенными. Таким образом, “сильный” заголовок и начальный обзац крайне необходимы.

9. При определённой сноровке с написанием качественного текста копирайтеру придётся также изучить философию компании, её историю и задачи.

10. Средство массовой информации - средство распространения информации, характеризующееся обращенностью к массовой аудитории, общедоступностью.

Ex. 6. Render the following text:

Today’s Most Important PR Skills.

Although public relations professionals have assumed new responsibilities, including SEO, social media and web analytics, the traditional skills of writing and media relations remain their core talents, one new survey finds.

When asked “Which PR skills are most important for advancement within your organization?” for the PR News’ 2015 Salary Survey, more PR and marketing executives (57.59 percent) cited written communications than any other skill. The next most important skills were content creation, (54.46 percent) and media relations (47.77 percent). Other important skills cited include verbal communications (23.21 percent), measurement (20 percent), and reputation management (32.59 percent).

While writing and media relations remain the foundations of PR, many experts believe PR pros are failing to keep pace with the fast-changing digital environment.

“In a media environment where constant change is the norm, and where the role of the PR professional continues to expand and evolve, ongoing professional development will be increasingly essential for PR pros across all levels of experience,” says Joe Cohen, national chair for Public Relations Society of America.

These are some of the most desirable new PR skills.

Web analytics. Web analytics can prove the value of PR campaigns. In-house PR personnel and agencies with access to clients’ analytics accounts can pinpoint where their work is showing positive results. The do-it-yourself (DIY) approach starts with Google Analytics, the most common web analytics program. Professionals can complete Google’s free online courses, set up an account for their own blog or website and simply explore the various sections of the analytics program.

Social media analytics. Most major social media networks offer analytics that deliver data about audiences and engagement levels. That data can help guide content marketing strategies and prompt ideas for media pitches. The analytics programs of individual social networks like Twitter and Facebook deliver detailed data and have no out-of-pocket costs. However, they do require significant amounts of staff time. The separate reports also fail to provide the insights and added value that the full-service monitoring and analytics services deliver by combining the data from all the social networks into a comprehensive and fully-integrated report. Even PR pros who use integrated analytics service must understand the statistical and analytic methodologies they use – and must learn to use the service’s online dashboard to gain real insight into PR results.

PR Measurement. The rise of “big data” has put a premium on analytical skills. For successful careers, PR pros must be able to organize, analyze and interpret numbers on search behaviors, engagement patterns and PR’s contribution to the corporate bottom line. That means being able to understand statistics and manipulate data in spreadsheets is critical. Outsourcing PR analytics to services that specialize in monitoring and measurement can be more effective and more cost-efficient than DIY approaches. Still, PR pros must understand statistical and reporting methodologies in order to extract full value from any analytics service.

Social media conversations. By participating in social media conversations, PR pros can better understand issues related to the organization, predict events and respond to crises. PR pros who can evaluate conversations and identify recurring issues through a social media dashboard add value to the organization and will have an advantage.