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English for Tourism & Hospitality (107) by Prof. Adel AlSheikh

newspapers, radio, television, and other means of
communication. Media is a plural word, meaning it refers to all
these means. Radio is a medium of communication; it is one of
the media used for advertising. Public relations people place
special news stories in the media to help build interest in the
destination country. Advertisements in the media, paid for by
the tourism department, also help establish interest.

Employees in public relations and advertising must be
fluent in English if they work in English-speaking countries. "To
be fluent" means to speak, read, and write a language almost
as well as the natives do. Mr. Carter's staff members write
advertisements, news releases, and brochures to promote
travel to their country. They give lectures (talks) and show films
about their country to groups of people. They answer questions
about travel to their country.

Mr. Carter holds press conferences whenever something
of importance or interest happens in his country. A press
conference is a meeting attended by reporters from
newspapers, magazines, radio, or television. At a press
conference, someone makes announcements that their readers,
listeners, or viewers might find interesting. Whenever an
important person from his country visits, Mr. Carter holds a
press conference to introduce that person to the
representatives of the media. Such news items help to build
interest in and knowledge about his country.

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