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ASSIGNMENTS
1. What is PR industry responsible for?
2. Why is an appreciation of the target language and its cultural nuances
necessary for a PR campaign abroad?

3. When is a spoken word used in PR?
4. What are British and American communication styles?
5. Why must speakers be aware of the cross cultural differences in

humour, metaphors, aphorisms and anecdotes?
6. Why the written word is so important?
7. What should be the first step when writing PR-materials?
8. Why is so important to determine appropriate channels of

communication?
9. What is the aim of implementing a cross cultural analysis in PR?
10. Summarize the text.

Text 6

PR AND BLOGGING – HOW TO THINK ABOUT IT?
46
By J.Horton
Anyone who pays even scant attention to online has read about

blogging. Web logs (blogs) have blossomed from tiny beginnings in the
early 1990s into an online publishing event. There are hundreds of
thousands of blogs now, most of which are not worth knowing about.
Cyberjournalist.net lists dozens just for publications and

journalists. On the other hand, some blogs generate news and influence
events because their authors are respected as experts. For example, Dan
Gillmor of the San Jose Mercury News has a widely read blog

(http://www.siliconvalley.com/mld/siliconvalley/business/columnists/da
n_gillmor/ejournal/) considered authoritative on many high-tech issues.
J.D. Lasica, an observer of and frequent commentator on online
publishing keeps a blog (http://jd.manilasites.com/) that lets him discuss

the news of the day. ABC News daily political blog called “The
Note”(http://abcnews.go.com/sections/politics/ dailynews/thenote.html )
is a comprehensive digest on politics and political races nationwide.

CBS News blog called “Washington Wrap”
(http://www.cbsnews.com/stories/2002/

46
Horton J. PR and Blogging: How to Think Abaout It? / J. Horton. – Available at:
http://freebooksdb.com/pdf/pr-and-blogging-article-online-public-relations-home-page-
10390593.html