Individual-to-group communication includes ______. Publicity is used to attract ______.

Publicity is any promotional communication about an organization or its products that is presented by the media but is not paid for by the organization. Publicity usually takes the form of a news story appearing in a mass medium or an endorsement (认可) provided by an individual informally or in a speech or interview.
    There are three channels for gaining publicity. One is to prepare a story (called a news release) and make it known to the media. The intention is for the selected newspapers, television stations, or other media to report the information as news. The second channel is personal communication with a group. A press conference will draw media representatives if they feel the subject or speaker has news value. Company tours and speeches to different groups of people are other forms of individual-to-group communications. The third channel is one-on-one personal communication, often called lobbying (游说). Companies lobby law makers or other powerful people in an attempt to influence their opinions, and also their decisions. In addition, firms will give products to highly visible people in hope that the people will be seen u sing them.
    Publicity can help to accomplish any communication objective. It can be used to announce new products, publicize new policies, recognize employees, de scribe research breakthroughs, or report financial performance—if the message is viewed by the media as newsworthy (有新闻价值的) or by the group or individual receivers as interesting or useful. This is what distinguishes publicity from advertising publicity cannot be ’forced’ on the audience. This is also the source of its power. The credibility (可信度) level of publicity typically is much higher than advertising, If we tell you our product is great, you may well be skeptical (怀疑的). But if an independent, objective third party says our product is great, you are more likely to believe it.