For questions 1-10 read the text below and decide which letter, A, B, C or D, best fits each

UNIT 2

 WHAT MAKES CAMPAIGNS FAIL

Part 1

Use of English

1. For questions 1-10 read the text below and decide which letter, A, B, C or D, best fits each

space.

Critics of public relations describe its practitioners as “1______ doctors” and believe that its role is pernicious. Yet it  is not good public relations, it is counterproductive. The 2______ arose during the late 1990s, when 3_______ figures in the UK and America ignored authenticity and just put out what they thought was politically acceptable. The result? Lots of news 4_______ appeared discussing how the government was issuing fake data and announcing expenditure in a 5_______ way.  Andrew Marr, a BBC news show 6_______ and former editor of The Independent, explained the problem: “Things got so bad that even when the Prime Minister was saying something obvious, he was disbelieved”. Media cynicism curdled further. The spinning became angrier still. Ivy Lee, the inventor of the press 7______ and a pioneer in 8_______ communications, had a better approach. He traded under the slogan “Accuracy, Authenticity, and Interest”. That was not a sign of uncommercial naivety; instead, his ethical position ensured that his 9________ were convincing. In the 1930s, the chairman of the Chase National Bank ordered Lee to get a newspaper to kill a story. “I won’t do anything of the sort,” Lee replied. His advice, instead, was to issue a 10_______ so that their side of the story would be aired.

 

1 A span B spinal C spice D spin

2 A terminal B term C termin D terminus

3 A politic B policy C police D political

4 A tales B stories C ideas D events

5 A misleading B mistaken C miserable D misunderstanding

6 A master B leader C reader D host

7 A report B publication C release D endorsement

8 A crisis B critical C criticism D crucial

9 A sendings B messages C papers D communication

10 A statement B definition C idea D word