- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •3) Translate the following sentences into Russian:
- •1) Find the words in the text which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Agree or disagree:
- •11) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Translate the list of general guidelines in writing. Do you agree or disagree with the list?
- •11) Develop two or three items of the general guidelines which you find the most important.
- •1) Find the English equivalents in the text. Make up sentences of your own with them:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following expressions into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which are opposite in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Insert prepositions (to; for; on; at):
- •9) Explain the grammatical structure of the following sentence:
- •10) Answer the following questions:
- •11) Can you explain the following:
- •12) Sum up the main idea of the text. Write down only one sentence.
- •13) Render the following in English:
- •6) Can you explain the following:
- •7) Speak on one of the six elements which a pitch letter should have and which you find the most important
- •8) Answer the following questions:
- •9) Write down the questions for these answers:
- •10) Analyse the sample of a media advisory, describe all its parts. Is it made out along the guidelines given in sector "Media Advisories"?
- •9) Write down the questions for these answers:
- •10) Can you explain the following:
- •11) Sum up what the texts say about:
- •Individual Interviews
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Use the expressions in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which have the opposite meaning:
- •10) Translate in writing four paragraphs describing the tips which would help you prepare for an interview.
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Agree or disagree:
- •14) Write down the main stages of the preparation for an individual interview.
- •9) Write down 6 questions to the text beginning with:
- •10) Write down one sentence summarizing the text.
- •11) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •9) Can you explain the following:
- •10) Render the following item in English:
- •Invitations
- •8) Explain the grammatical structure of the sentence:
- •9) Answer the following questions:
- •11) Develop the following statements:
- •12) Write down one sentence summarizing the text.
- •13) Translate the following text in written form:
- •14) Render the following item in English:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •9) Paraphrase the following sentences:
- •10) Answer the following questions:
- •11) Agree or disagree with the following statements:
- •12) Sum up what the Unit says about:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •11) Can you explain the following statements?
- •12) Translate the following item into Russian:
- •1) Find in the text the words which describe or mean the following:
- •2) Match the words. Write down your own sentences with these expressions:
- •3) Translate the following sentences from the text into Russian. Give synonyms to the underlined words:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Answer the following questions:
- •8) Can you explain the following?
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in your own sentences:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Use them in the sentences of your own:
- •4) Translate the following sentences:
- •6) Match the words having the opposite meaning:
- •10) Answer the following questions:
- •11) Can you explain the following statements?
- •12) Agree or disagree:
- •13) Translate the following item into Russian:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Write down 6 questions covering the contents of the text.
- •9) Can you explain the following statements?
- •10) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words, some of them can be used more than once:
- •10) Answer the following questions:
- •11) Explain the following:
- •12) Sum up the contents of the text in one or two sentences.
- •13) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find the terms in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian and use them in sentences of your own:
- •4) Match the words having the opposite meaning:
- •5) Make up sentences with the following word-combinations and translate them:
- •7) Complete the following sentences from the text and translate them into Russian:
- •9) Answer the following questions:
- •10) Sum up the text in one sentence.
- •11) Render the following item in English:
- •Vocabulary:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •8) Complete the following sentences from the text and translate them into Russian:
- •9) Make up questions for these answers:
- •К основным принципам рекламы можно отнести:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian and use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in the meaning:
- •6) Match the words having the opposite meaning:
- •7) Make up 5 questions to the text, beginning with:
- •8) Give the main idea of the text in one sentence.
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words into Russian and use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •Unit 10 types of public relations advertising
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Image-building
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Investor and Financial Relations
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •8) Write questions to the following sentences from the text:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Develop in writing the following statement in no more than 50 words.
- •9) Give the main idea of the text in one sentence.
- •10) Read the advertisement and translate it into Russian using the dictionary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Match the words having the opposite meaning:
- •9) Write questions to the following answers:
- •10) Explain the following:
- •11) Sum up the text. Write down one sentence.
- •12) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •6) Match the words. Give as many variants as possible. Use them in sentences of your own:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Explain the grammatical structure of the sentences:
- •9) Write questions to the following answers:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •10) Answer the following questions:
- •12) Render the following text in English:
- •Chapter III speakers and speeches
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the texts which describe or mean the following:
- •10) Write questions to the following answers:
- •Informing Speakers
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •1) Find in the text the English equivalents. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •12) Can you explain the following:
- •13) Write down one sentence summing up the contents of the text.
- •14) Render the following text in English:
- •Speaker's Bureau Reaches a Diverse Audience
- •15) Render the following text in English:
- •Interview Tips
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •10) Answer the questions:
- •11) Can you explain the following:
- •12) Say which tips given in the text are more important than the others and why? Arrange them in order of your preference.
- •13) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Give the Russian equivalents of the following word-combinations:
- •3) Find the words in the text which describe or mean the following:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words which have the opposite meaning:
- •9) Make up the plan of the text in the form of questions.
- •10) Write down 3 sentences showing the main idea of the text.
- •11) Render the following text in English:
- •Unit 13 the nature of a speech
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that would describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Answer the following questions:
- •9) Can you explain the following?
- •10) Agree or disagree:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Paraphrase the italicized words:
- •9) Translate the following into Russian. Make up 4 sentences of your own according to the models:
- •Vocabulary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •8) Can you explain the following:
- •9) Develop the following points:
- •10) Translate the following text into Russian:
- •Unit 14 semispeeches
- •10) Write questions to the following answers:
- •11) Answer the following questions:
- •12) Write down the translation of the last paragraph of the text.
- •13) Render the following text in English:
- •Interviews at the Organization
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following expressions into Russian: use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •9) Paraphrase or explain the underlined words:
- •10) Explain the grammatical structure of the sentence. Write down 3 sentences of your own with the same structure:
- •13) Write down a few questions covering the contents of the text. Start them with:
- •14) Write down one sentence expressing the main idea of the text.
- •15) Render the following text in English:
- •Interviews at the Media
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find the words in the text which would describe or mean the following:
- •9) Can you explain the following?
- •10) Among the tips how to answer news media questions find 5 which you think the most important and 5 which can be considered the least significant. Prove your opinion. Start with:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Write these words with correct negative prefixes (im; un; in):
- •9) Answer the following questions:
- •10) Do you agree with the recommendations concerning publicity? Can you give any other ideas of your own?
- •Speechwriting
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •8) Paraphrase the underlined words and expressions:
- •9) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •11) Write down 5 questions covering the contents of the text.
- •12) Can you explain the following:
- •13) Translate the following into Russian:
- •14) Express your opinion of the above given advice.
- •15) Render the following text in English:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Explain the grammatical structure of the sentences. Use it in sentences of your own:
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Write down 3 sentences summarizing the contents of the text.
- •14) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •8) Can you explain the following?
- •9) Translate the following item into Russian:
- •10) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammar structure of the sentences. Use it in sentences of your own:
- •9) Write questions to the following answers:
- •10) Speak on the following points. Try to illustrate them with your own examples:
- •11) Render the following text in English:
UNIT 1
MEDIA DEPENDENCE ON PUBLIC RELATIONS
Public relations people work with the media in many ways. This unit discusses how to prepare for press interviews, organize a news conference, conduct a media tour, and write such materials as fact sheets, press kits, and op-ed articles.
The unit begins with a review of how reporters and public relations people are mutually dependent upon each other for accomplishing their respective goals. It also mentions areas of friction that often contribute to an adversarial atmosphere. An important part of the relationship is based on mutual trust and credibility. For your part, you must always provide accurate, timely, and comprehensive information. Only in this way can any medium do its job of informing readers, listeners, or viewers about matters of importance to them.
Public relations sources provide most of the information used in the media today. A number of research studies have substantiated this, including the finding that today's reporters and editors spend most of their time processing information, not gathering it.
1200 New York Times, Washington Post front pages were studied as far back as 1973 and it was found that 58,2 percent of the stories came through routine bureaucratic channels (official proceedings, news releases, and conferences or other planned events). Just 25.2 percent were the products of investigative journalism, and most of these were produced by interviews, the result of routine access to spokespersons. As the report said, "The reporter cannot depend on legwork alone to satisfy his paper's insatiable demand for news. He looks to official channels to provide him with newsworthy material day after day".
A New York public relations firm, Jericho Promotions, sent questionnaires to 5,500 journalists worldwide and got 2,432 to respond. Of that number, 38 percent said they get at least half of their story ideas from public relations people. The percentage was higher among editors of lifestyle, entertainment, and health sections of newspapers but much lower among metropolitan reporters, who spent most of their time covering "hard" news.
In other words, public relations materials save media outlets the time, money, and effort of gathering their own news.
□ Notes:
New York Times - ежедневная газета. Считается наиболее влиятельной и информированной в стране. Придерживается прогрессивных взглядов и славится достаточно беспристрастной оценкой событий. Издается в Нью-Йорке. Основана в 1851 г. Washington Post - ежедневная утренняя газета. Издается в Вашингтоне. Основана в 1877 г. Одно из самых влиятельных либеральных изданий в стране.
□ Vocabulary:
accomplish one's goal - достичь своей цели
adversial - враждебный, недоброжелательный
be dependent upon smb. - зависеть от к.-л.
comprehensive - исчерпывающий
contribute to smth. - способствовать
credibility - взаимный
fact sheet - подборка данных, «объективка»
friction - разногласие
insatiable - неуемный, жадный, ненасытный
media outlets - местные телестудии, радиостанции, редакции, «точки» средств
массовой информации
medium - средство
mutual - обоюдный, взаимный
op-ed page/article - полоса газеты, где публикуются статьи, отражающие точку зрения на какой-либо вопрос, колонка читателей
press kit - пресс-подборка, информационная подборка для прессы (набор рекламно-информационных материалов)
process information - обрабатывать информацию
provide information - предоставлять информацию
respective - соответственный
routine - обычный
satisfy demand - удовлетворить спрос
story - газетный материал, сообщение в печати
substantiate - подтвердить данными
timely - своевременный
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
источники; с вашей стороны; читатели, слушатели и зрители; по всему миру, первая страница газеты; мероприятия; размещать материал в газете; из этого количества; по крайней мере; освещать события.
2) Find the words in the text which describe or mean the following:
1. firm belief, confidence -
2. regular and usual -
3. always wanting more of smth. –
4. people who have been chosen to speak officially for a group, organisation or government -
5. an occasion when a famous person is asked questions about their life, experiences, or opinions for a newspaper, magazine, television program etc. –
3)Translate the following word combinations into Russian:
to provide |
information |
to gather |
|
to process |
|
media |
tour |
|
outlets |
|
advisories |
investigative |
journalism |
|
report |
|
work |
accurate |
information |
timely |
|
comprehensive |
|
4) Match the words. Use them in sentences of your own:
fact |
advisories |
op-ed |
sheets |
media |
kits |
press |
articles |
routine |
channels |
news |
demand |
insatiable |
release |
5) Match the words which are close in their meaning:
a goal |
disagreement |
adversarial |
objective |
friction |
hostile |
to respond |
almost |
nearly |
to react |
6) Match the words having the opposite meaning:
trust |
waste |
accurate |
lack of faith |
timely |
inopportune * |
metropolitan |
inexact |
save |
local |
7) Complete the following sentences from the text and translate them into Russian:
1. Just 25,2 percent were the products of...
2. Of that number, 38 percent said that...
3. The percentage was higher among editors of lifestyle,...
8) Complete the sentences with the following words (infonnation; friction; trust; sources; media; adversarial credibility):
1. Public relation________provide most of the_____________used in the_________today.
2. It also mentions the areas of___________that often contribute to an________atmosphere.
3. An important part of the relationship is based on mutual________and__________.
9) Insert prepositions where necessary (on; for; of; to; upon; with):
1. The chapter begins____a review_____how reporters and public relations people are mutually dependent_____ each other______accomplishing their respective goals.
2. It also mentions______areas_______friction that often contribute_____an adversial atmosphere.
3. The reporter cannot depend_____legwork alone to satisfy his paper's insatiable demand__news.
10) Answer the following questions:
1. What are the main points of the chapter?
2. Are reporters and public relations people mutually dependent upon each other?
3. What is an important part of their relationship based on?
4. What sort of information should be provided?
5. What have a number of research studies substantiated?
11) Can you explain the following?
"The reporter cannot depend on legwork alone to satisfy his paper's insatiable demand for news. He looks to official channels to provide him with newsworthy material day after day".
12) Agree or disagree:
Make sure to use the following expressions:
Yes, that's true.
There I agree completely.
I don't think that's quite right.
I'm afraid I don't agree
That's not quite so...
As far as I know...
1. Public relations sources provide most of the information used in the media today.
2. Public relations materials save media outlets the time, money, and effort of gathering their own news.
13) Try to give the main idea of the text in one sentence.
14) Render the following item in English:
Отношения со средствами массовой информации или прессой, пожалуй, являются самой важной и цельной частью паблик рилейшнз.
Отношения со средствами массовой информации по сути своей представляют собой двусторонний процесс. Это - связь между организацией и прессой, радио и телевидением. С одной стороны, организация предоставляет информацию и по просьбе средств массовой информации создает им режим благоприятствования, с другой стороны, средства информации предпринимают шаги для выпуска комментариев и новостей. Взаимное доверие и уважение между организацией и средствами массовой информации являются необходимой основой для хороших отношений.
Даже в век радио и телевидения общественное мнение все еще главным образом формируется под воздействием того, что люди читают в национальной, местной и отраслевой печати. Необходимо уважать неприкосновенность и традиционную свободу прессы, которая в значительной степени определяет ее значимость, однако все это не мешает искать сотрудничества с прессой для дальнейшего решения проблем паблик рилейшнз.
UNIT 2
PUBLIC RELATIONS DEPENDENCE ON THE MEDIA
The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be accomplished only if people receive messages constantly and consistently.
The media, in all their variety, are cost-effective channels of communication in an information society. They are the multipliers that enable millions of people to receive a message at the same time. Through the miracle of satellite communications, the world is a global village of shared information.
On a more specialized level, the media are no longer just mass communication. Thousands of publications and hundreds of radio, television, and cable outlets enable the public relations communicator to reach very specific target audiences with tailored messages designed just for them. Demographic segmentation and psychographics are now a way of life in advertising, marketing, and public relations.
The media's power and influence in a democratic society reside in their independence from government control. Reporters and editors make independent judgements about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not every one is happy with what they decide, the fact remains that media gatekeepers are generally perceived as more objective than public relations people who represent a particular client or organization.
This is important to you because the media, by inference, serve as third-party endorsers of your information. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The information is no longer from your organization.
Consequently, your dependence on the media requires that you be accurate and honest at all times in all your public relations materials.
□ Notes:
psychographic - a system for classifying people by mental attitudes and values rather than by physical characteristics, income level, or place of residence; психография.
□ Vocabulary:
be designed for smb. - быть предназначенным для к.-л.
channels of communication каналы связи
cost-effective - рентабельный
disseminate - распространять
endorse information - поддерживать, распределять информацию
gate-keeper - редактор
inference заключение, вывод
make a judgement - сделать заключение
reside in smth. - принадлежать ч.-л., заключаться в ч.-л.
satellite communications - спутниковая связь
shape opinions and attitudes - сформировать точку зрения, мнение
tailored message - сообщение, составленное с учетом ситуации; рассчитанное на
определенную аудиторию
target audience - целевая аудитория
variety - разнообразие
Exercises -
1) Find the English equivalents in the text. Use them in sentences of your own:
следовательно; представлять клиента или организацию; служить чем-то; цель чего-то; дать возможность; объективный; влияние; независимость от кого-то, чего-то; реклама; требовать.
2) Find the words in the text which describe or mean the following:
1. Bringing the best possible profits or advantages for the lowest possible costs -
2. Important or interesting enough to be reported as news -
3. A person at a publishing or broadcasting institution who decides whether to use news supplied by outsiders, typically public relations personnel sending material on behalf of their clients or employers –
3)Translate the following word-combinations into Russian. Use them in your own sentences:
channels of |
communication |
satellite |
|
mass |
|
to endorse |
information |
shared |
|
screens and filters of |
|
4) Translate the following sentences into Russian:
1. His talent resides in his story-telling abilities.
2. They made a judgment without knowing all the facts.
3. Teenagers" tastes, preferences and opinions are shaped by what they see in the media.
4. The kitchen is designed for two cooks, with double work areas.
5. These messagers are being widely disseminated via the Internet.
6. These days, he endorses products including health foods and sunglasses.
5) Match the words which are close in their meaning:
to disseminate |
precise |
to perceive |
to spread |
credibility |
to demand |
to require |
trust |
accurate |
to think of |
6) Complete the sentences with the following words (target audiences; mass communication; accomplished; level; messages; outlets; designed; consistently):
1. This can be______only if people receive_______constantly and_________.
2. On a more specialized _______, the media are no longer just ____________.
3. Thousands of publications and hundreds of radio, television, and cable_______ enable the public relations communicator to reach very specific_____with tailored messages________for them.
7) Insert prepositions where necessary (at; in; to; as; on; from; by; of):
1. Your dependence__________the media requires that you be accurate and honest
_____all times_______all your public relations materials.
2. The media's power and influence _______a democratic society reside_____their independence_______government control.
3. This is important______you because the media,_____inference, serve______third-party endorsers_______your information.
8) Explain the grammatical structure of the sentence. Write clown two sentences of your own with the same form:
Your dependence on the mass media requires that you be accurate and honest...
9) Write down the questions for these answers:
1. The purpose of public relations is to inform, shape opinions and attitudes, and motivate.
2. The media's power and influence in a democratic society reside in their independence from government control.
3. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy.
10) Can you explain the following?
1. Through the miracle of satellite communications, the world is a global village of shared information.
2. Demographic segmentation and psychographics are now a way of life in advertising, marketing and public relations.
3. The media, by inference, serve as third-party endorsers of your information.
11) Agree or disagree:
Make sure to use the following expressions:
I fully agree with it I disagree with it
Beyond all doubt
There's something in it, but...
I wouldn't say so
Oh, that's all wrong, I'm afraid
I agree with it on the whole but it could be said that...
1. On a more specialized level, the media are no longer just mass communication.
2. The media's power and influence in a democratic society reside in their independence from government control.
12) Write down one phrase showing the main idea of the text.
13) Develop the following points (Units 1 and 2):
1. The jobs of public relations personnel and journalists are mutually dependent.
2. The working relationship between public relations and the media is built on trust, respect, and credibility.
3. A large percentage of the stories in a newspaper originate from public relations sources.
4. Mass media have the capability of multiplying an organisation's messages and reaching millions of people at the same time.
14) Render the following item in English:
Публикуя новости, присылаемые отделом паблик рилейшнз, средства массовой информации рассчитывают получить взамен информацию о самой организации или о ее производственной деятельности. В некоторых случаях это просто текущая информация, хотя она может иногда оказаться рекламой, выгодной для интересов организации. Временами, к сожалению, пресса проявляет интерес к вопросам, которые лучше всего было бы не затрагивать. Во всех этих случаях желательно максимально помочь интересующейся стороне. Когда предмет ее интереса носит деликатный характер, журналисты могут согласиться не упорствовать в своих стремлениях, если им откровенно объяснить причины. С другой стороны, скрытность же скорее всего утвердит их во мнении, что информация - сенсационна и сделает их даже еще более настойчивыми в своих поисках.
При передаче информации журналистам необходимо разъяснить, могут ли они цитировать ее как официальное заявление и сделано ли оно частым лицом или же им нужно ссылаться на представителя организации. С другой стороны журналисту можно сказать, что он может использовать полученную информацию, не ссылаясь на источник, или указать, что она носит строго конфиденциальный характер и не должна появляться в печати.
UNIT 3
AREAS OF FRICTION
Text A
The relationship between public relations and the media is based on mutual cooperation, trust, and respect. Unfortunately, that is not always the case. The following are some areas of friction.
Name-Calling
Many journalists openly disdain public relations people and call them "flacks", a derogatory term for press agents. It is somewhat akin to calling journalists "hacks". Due to protests from the public relations community, the Wall Street Journal has now adopted a policy that forbids the use of the word "flack" by reporters in their stories. Unfortunately, many other newspapers have not followed suit.
Journalists often refer to the activities or policies of organizations as "public relations gimmicks".
Excessive Hype and Promotion
Journalists receive hundreds of news releases that are poorly written, contain no news, and read like commercial advertisements. It is no wonder that after a while they form the opinion that the majority of publicists are incompetent.
Journalists also resent the use of gimmicks in sending materials to the news media.
These gimmicks are meant simply to separate the news release or press kit from the stack on the recipient's desk. However, gatekeepers complain that such gimmicks constitute gifts or "freebies", which their organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as keychains, T-shirts, and coffee mugs. In sum, if you're thinking about using a gimmick with a news release, carefully assess the recipient's potential reaction.
□ Notes:
the Wall Street Journal - влиятельная ежедневная политико-экономическая газета деловых кругов, крупнейшая по тиражу газета США (около 2 млн экз), регулярно занимает места в десятке лучших. Известна лаконичным стилем изложения новостей и авторитетным анализом тенденций деловой и финансовой жизни. Издается в Нью-Йорке, основана в 1889 г .
□ Vocabulary:
assess - оценить
be akin to smth. - быть сродни ч.-л.
derogatory - пренебрежительный, унизительный
disdain - презирать
excessive - чрезмерный
flacks - (si) презрительное прозвище людей, работающих в паблик рилейшнз, «пиарщиков»
follow suit - последовать примеру
fordid, forbade, forbidden - запрещать
freeby - (si) небольшой подарок, бесплатная раздача образцов рекламируемого товара
friction - трения, разногласия
gimmick - рекламный трюк, уловка
hack - (si) «писаки»
hype - шумная, крикливая реклама
minor - небольшой
promotion - продвижение, реклама
recipient - получатель
refer to - отзываться о ч.-л.
resent - возмущаться
stack - масса, куча
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
в какой-то степени; в принципе; вследствие ч.-л.; футболка; кружка; Оценить; возможная реакция; плохо написанный; не содержать новостей; неудивительно; коммерческая реклама; быть предназначенным для ч.-л.
2) Find the words in the text which describe or mean the following:
1. a trick or smth unusual that you do to make people notice someone or something
2. disagreement or angry feelings between people -
3. something that you are given free, usually something small and not expensive r
4. very similar to smth. -
5. insulting and disapproving -
3) Translate the following sentences into Russian:
1. Pay is a continuing source of friction with the workers.
2. Psychologists will assess the child's behavior.
3. He disdains New York and the art that is produced there.
4. I resented having to work such long hours.
5. At that time, the state law forbade the teaching of evolution.
4) Match the words which are close in their meaning:
due to |
despise |
akin |
disagreement |
forbid |
owing to |
disdain |
similar |
friction |
ban |
5) Match the words having the opposite meaning:
disdain |
different |
forbid |
sender |
akin |
respect |
recipient |
minority |
majority |
allow |
6) Insert prepositions, where necessary (by; in; of; of; in; to; from):
1. Journalists also resent______the use _____ gimmicks________sending materials_____the news media.
2. Due______protests_____the public relations community, the Wall Street Journal has now adopted a policy that forbids the use ______the word "flack"_______reporters_______their stories.
3. Many other newspapers have not followed______suit.
7) Make up a few sentences with the following words:
commercial advertisements
to follow suit
to refer to smth.
to assess
friction
8) Complete the following sentences from the text and translate them into Russian:
1. Unfortunately, many other newspapers______________.
2. These gimmicks are meant_______________.
3. The relationship between public relations and the media__________.
9) Write down 5 questions to the text.
10) Can you explain the following:
1. Unfortunately, many other newspapers have not followed suit.
2. These gimmicks are meant simply to separate the news release or press kit from the stack on the recipients desk.
11) Agree or disagree:
Make sure to use the following expressions:
It's all very well to say but...
It's not as easy as all that...
Yes, but look, that would mean...
Yes, but on the other hand...
Let's be realistic about this...
The relationship between public relations and the media is based on mutual cooperation, trust and respect.
Text В
Advertising Pressures
It is a fact of economic life that media outlets are dependent on advertising revenues for survival. Increased competition, coupled with a soft economy in the 1990s, has created an environment where both media outlets and advertisers are willing to trade advertising for editorial space.
This is particularly true in the trade press and among specialized magazines. Beauty and fashion magazines, for example, are well known for running stories and fashion layouts that tend to feature their advertisers. Car magazines also have a penchant for reviewing cars that are advertised in them.
Supporting the publication through advertising and getting editorial plugs or features in return is also a good situation for the fashion designer. For example, designer Michael Kors got his $ 10,000 cocktail dresses on the cover of Harper's Bazaar and immediately sold 15 of them.
Related to advertising pressures are the wining and dining of journalists for the express purpose of favorable coverage. One public relations firm gave beauty editors $200 worth of traveler's checks and a free night at a first-class hotel in New York as part of a promotion for a new Cover Girl product. L'Oreal took 15 leading beauty editors to Paris on the Concorde to visit the labs that created a new product.
□ Notes:
Harper's Basaar- ежемесячный журнал для женщин. Издается в Нью-Йорке. Основан в 1867 г. Тираж около 700 тыс. экз.
□ Vocabulary:
be coupled with smth. - в сочетании с
coverage - освещение в печати
fashion layout страницы моды feature (v) - помещать на видном месте
penchant - склонность (к ч.-л.), симпатия (к ч.-л.)
plug (coll, advertisement) - реклама
put in a plug - рекламировать
revenue - доход
run a story - опубликовать статью
soft - зд. слабый, вялый, дряблый
survival - выживание
tend - иметь склонность к ч.-л., тяготеть к ч.-л.
wine and dine - угощать, потчевать, кормить-поить
Exercises