Passage 13Questions 8—12
　　● Read the article below about public relations.
　　● Choose the best sentence from the opposite page to fill each of the gaps.
　　● For each gap(8—12), mark one letter (A—G) on your Answer Sheet.
　　● Do not use any letter more than once.
　　● There is an example at the beginning. (0)
　　PR: The Wildcard Marketing Strategy
　　What is the true purpose of public relations and how can it really help impact the growth of your small business? (0)______. This is where you, the business owner or marketing executive, come in.
　　Most small business owners think that public relations is too time-consuming of an effort. (8)______. It is just a matter of prioritizing your goals and leveraging the resources that you do have to take advantage of what is an invaluable marketing tactic. Here are a few tips to get you started in the right direction：
　　1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. (9)______.Not only that, but editors may classify you as that annoying self-promoter that won’t stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions: What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, or emotionally in any way? Is this really entertaining or fun to read? If the answer to any of these questions is “No”, then it is time to adjust your stow until the answer is “Yes”.
　　2. Match your target audience with the right media channels. (10)______. Really understanding your target audience will help you in the next step of your PR plan—targeting the right media channels.
　　3. Have a spokesperson or PR firm represent your company. So let’s assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone in your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so — they have deadlines to fulfill! (11)______.
　　4. Take advantage of your opportunities when presenting your company. PR results do not happen overnight. You must be patient and persistent. (12)______. So do not forget to include your company information through a sentence describing your company, author byline (if applicable), and a URL of your website. Media professionals will sometimes forget to include this information so it is your job to show it in your press release, articles, or interview.
　　In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Don’t forget that your number-one goal is to get in front of your target audience and the rest will take care of itself.
　　A. Shamelessly promoting your business or its products is not going to do you much good.
　　B. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in!
　　C. This mav be true in cases where small businesses have very limited resources (i. e. staff, budget), but this should not prevent you from doing it.
　　D. If your company’s main customer base is women in their 30s, then you probably don’t want to focus on media channels that target a demographic of men in their 50s.
　　E. The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.
　　F. It helps an organization and its publics adapt mutually to each other.
　　G. In order for the media to succeed, they need information that is both useful and entertaining for their readers.