Волшебный мир паблик рилейшнз. Часть 2: Учебно-методическое пособие

Ф Е Д Е РАЛ Ь Н О Е АГ Е Н Т С Т В О П О О БРАЗО В АН И Ю Г О С У Д АРС Т В Е Н Н О Е У ЧРЕ Ж Д Е Н И Е В Ы С Ш Е Г О П РО Ф Е С С И О Н АЛ Ь Н О Г О О БРАЗО В АН И Я «В О РО Н Е Ж С КИ Й Г О С У Д АРС Т В Е Н Н Ы Й У Н И В Е РС И Т Е Т »

В О Л Ш ЕБ Н Ы Й М И Р П А Б Л И К Р И Л ЕЙ Ш Н З ЧастьII У чебно-методическоепособие

В О РО Н Е Ж 2006

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У тверж дено нау чно-методическим советом ф аку льтета ж у рналистики (22 декабря 2005 г., протокол № 6)

С оставитель– С тепкина Т .Н .

У чебно-методическоепособиеподготовленона каф едреанглийского я зы ка ф аку льтета РГ Ф В Г У . Рекоменду ется для сту дентов2 ку рса дневного отделения ф аку льтета ж у рналистики.

Д ля специальности 030602 (350400) – С вя зи собщ ественностью Г С Э .Ф .01 (английский язы к)

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О т авт о р а Д анноеу чебно-методическоепособиеимеет целью развитиеу сту дентов 2 ку рса ф аку льтета ж у рналистики навы ков работы соригинальной американской литерату рой по специальности П аблик рилейш нз. П особие преду сматривает ознакомлениесту дентов с одним из направлений паблик рилейш нз – работой по у становлению и поддерж анию отнош ений со средствами массовой инф ормации. У становление хорош их взаимоотнош ений с прессой я вля ется важ ны м у словием обеспечения свя зей с общ ественностью . С редства массовой инф ормации оказы ваю т больш ое влия ние на ф ормирование общ ественного мнения самы х различны х гру пплю дей. О ф ирмеи еепроду кции у знаю т скорее не из рекламны х сообщ ений, а из многочисленны х материалов, представля ю щ их собой новостийны й интерес. Т акие материалы нередко создаю тся специалистами по паблик рилейш нз ф ирм и организаций, которы е постоя нно рассказы ваю т обо всем, что мож ет представитьинтересдля прессы – о малы х и больш их собы тия х. Чтобы заинтересовать редакторов и ж у рналистов в том или ином собы тии и в конечном итоге прочитать, у видеть или у слы ш ать материал о нем, необходимо четко знать принципы работы средств массовой инф ормации и владетьосновны ми приемами привлечения внимания их представителей. В клю ченны й в пособиематериал раскры вает различны еспособы общ ения с прессой, содерж ит некоторы е рекомендации по составлению общ их и тематических пресс-релизов, по проведению интервью , пресс-конф еренций с персоналом ф ирм и организаций. С ту дентам предлагается ознакомиться с текстами познавательного характера из американских источниковпо ря ду су щ ественны х вопросовпаблик рилейш нз: мнения ж у рналистов и специалистов паблик рилейш нз дру г о дру ге, спектр взаимны х у слу г, конкретны ерекомендации для у спеш ной совместной деятельности. П особие содерж ит тексты , список подлеж ащ ей активному у своению лексики, задания на извлечение, систематизацию и использование проф ессионально ценной инф ормации, задания на обсу ж дение ря да су щ ественны х вопросов, вы сказы ваниесвоего собственного мнения . В конце пособия даны некоторы ебазовы етермины П Р.

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*

UNIT I

VOCABULARY BOX

news outlets – точки (агентства) по распространению новостей to convey routing news – передаватьповседневны еновости feature – статья (главная ), очерк background material – ф оновы й материал to follow up information – новая , дополнительная инф ормация (ксообщ ению ) medium – среда (общ ественная ) to conform to accepted journalistic style – соответствоватьприня тому в ж у рналистикестилю complete account – полноеосвещ ение(собы тий) the lead – первоепредлож ениеили абзац инф ормационного сообщ ения ; лид limited amount of – ограниченноеколичество to lose impact – у трачиватьвоздействие to attract interest – привлекатьвнимание blind lead – “слепой” лид; ж у рналистский приём, когда автор у мы ш ленно не назы вает малоизвестного человека, организацию и т.д. in descending order of importance – впоря дкенисходя щ ей значимости to cut the story – сократитьстатью to fit – подходить, соответствовать supplemental information – дополнительная инф ормация to be appropriate to – соответствовать caption – надпись consideration – рассмотрение(вопроса) to achieve maximum impact – достигну тьмаксимальноговоздействия affect the timing – определя тьвремя (подачи материала) delivery – доставка, разноска to check with editors about deadlines – у точнитьу редакторовкрайний срок подачи материала

I. 1. 2. 3. 4. 5. 6. 7. 8. 9. *

Read the text and answer the questions.

What can determine the impact of the event on the audiences? What are the direct ways of reaching the media? Why is the release the simplest way to reach the media? What material and information do releases provide? How do publicity releases depend upon the audience for which they are intended? How should the opening paragraph (the lead) be planned? What questions should it answer and why? Why can some stories lose their impact? How can the author attract the reader’s (editor’s) interest?

Key words and expressions

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10. 11. 12. 13. 14.

In what case may the writer choose not to mention the name of the person he is writing about? What is this technique called? What is the order of facts in an opening paragraph? Can you formulate the most important guidelines for making publicity releases effective? Does the maximum impact of the release depend on the time of its issue? What considerations should be included here?

HOW TO REACH THE MEDIA (PREPARING PUBLICITY RELEASES) The method by which an event is communicated can determine its impact. Three direct ways of intentionally reaching the media are through a release, a discussion (conversation, phone call, meeting, or interview), or a news conference. The publicity, news, or press release is the heart of any publicity effort. It is the simplest and least expensive way to reach the media. Releases can be duplicated and sent to dozens, even thousands, of news outlets. They should be used to convey routine news, to provide potential feature or background material, or to provide follow-up information. Publicity releases take many forms depending upon the audience and medium for which they are intended. Still, some general rules apply in most instances. A publicity release should always be prepared to conform to accepted journalistic style. The opening paragraph (the lead) should generally be planned as a complete account that can stand by itself. If the lead answers five basic questions (who, what, when, why and where), an editor with a very limited amount of space or time can still use the story. Some stories can lose their impact, however, if too many facts are forced into the lead. In such cases, the writer should select only one or two major facts that will attract the reader’s (and the editor’s) interest. If the person being written about is not prominent, the writer may choose not to mention his or her name in the opening; this technique is known as the blind lead. Ones the essential facts have been organized into an opening paragraph, details and elaboration should follow in descending order of importance to allow editors to cut the story to fit the space or time available. Attention to a few general guidelines will result in more effective publicity releases: 1. Keep releases direct and factual. Supplemental information can be provided on a separate fact sheet included with the release. 2. The information included should be appropriate to the medium to which it is sent. Do not bother editors with material you know they cannot use. 3. The standard format for most publicity releases calls for the use of eight-byeleven-inch paper and wide margins, with copy typed double-spaced on only one side of the page. 4. Releases which run more than one page in length should carry a page number at the center top of each page, beginning with the second. Also, each page should end with a complete sentence in case the pages are separated. To indicate that the material

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is continued on another page “more” is generally typed in the center at the bottom of the page. Usually “-30-“ is typed in the center at the bottom of the last page to indicate the end of the copy. 5. When photographs are included with a release, the caption line should be glued to the bottom border with rubber cement. The name, address, and telephone number of the contact should appear on the back of the photograph. Always check each publicity release carefully for accuracy. Errors in fact or omission of important details can be embarrassing both to the public relations manager and the organization. Timing. The planning process for any public relations campaign should include some considerations of when to issue publicity releases to achieve maximum impact. Many considerations affect the timing. Information should not be released too far in advance of an event because it may become lost on an editor’s desk or, if published may be forgotten before the event occurs. On the other hand release too close to an event can be a problem if editors do not have enough notice to plan for the material. Time of day can be an important factor in the delivery of the release. It is always wise policy to check with editors about deadlines. These will differ depending upon the medium. Some newspapers and broadcast media have days that are lighter than others and these are good times to get a release used.

II.

Explain the meaning of the following expressions. Reproduce the sentences in which these expressions were used in the text.

Publicity effort, routine news, feature, background material, follow-up information, blind lead, in descending order of importance, deadline.

III.

Formulate the main guidelines for writing a lead. Compare the guidelines you suggested with those of your group-mates and add the important ones missing in your list.

IV.

Translate the following instruction on Clearing Publicity Releases. (clearing – распространение)

News releases and other publicity material are designed to create positive perceptions of your organization or client in the minds of target publics. Even the most experienced practitioner, however, cannot foresee all the potential consequences of any message. Thus, it is important to plan a system of checks for any message before it is released from your office. The following are some suggestions: 1. Preparation stage • Preliminary approval of your first draft should be secured from the person(s) involved or in charge. • A later draft should be sent to the top officer of the organization who is responsible for public relations activities.

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• After any further revisions, the next draft should go to the legal department for review. • In some cases, other material personnel should receive draft copies with an opportunity to comment before publication. This decision must be made based upon responsibilities and sensitivities in the organization. 2. Distribution of final copy of release An internal distribution list should be prepared for each release to target important internal publics. Those who should receive copies include: • all personnel mentioned by name in a release; • editors of local and national internal publications; • everyone involved in the draft-approval stage; • public relations and advertising firms associated with the organization; • all target media representatives.

V.

Give Russian equivalents to the following expressions.

Create positive perception of, target publics, foresee all the potential consequences of the message, preliminary approval of, draft, be secured, person involved or in charge, top officer, managerial personnel, sensitivities, internal distribution, target, draft-approval stage, associated with, target media representatives.

VI.

You are responsible for clearing a publicity release. Tell your partner about your planned actions.

VOCABULARY BOX

UNIT II

publicity – 1) содействиепопу ля рности; “паблисити” (привлечениевнимания ш ироких слоёв населения к личностя м, организация м, товарам, у слу гам сиспользованием средствмассовой инф ормации) 2) интерес со стороны ш ироких слоёв населения , проя вля емы й в резу льтате проведения кампании по повы ш ению попу ля рности личности, организации, товара или у слу г 3) инф ормация , использу емая для придания известности или попу ля рности occurrence – слу чай, собы тие specialized periodicals – специализированная периодика opportunity – у добны й слу чай outlet – источник in-house (publications) – вну тренний

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free-lance – внеш татны й, работаю щ ий без контракта favorable – благоприя тны й, подходя щ ий target publications – целенаправленная пу бликация to go wrong – слу читься , произойти неприя тности to be certain – бы тьу веренны м child care – у ход за детьми to focus on – сосредоточивать narrowly-defined – у зкий (кру г читателей) to provide – обеспечивать insight into – освещ ение, проникновение vehicle – движ у щ ая сила home management – домоводство to increase – у величивать frequent – часты й, многократны й outlet – вы ход numerous other topics – множ ество дру гих тем feature article (story) – главная статья , очерк shareholder – акционер current – современны й, на данны й момент assign more credibility – больш едоверя ть merger – ам. объ единение(банков, предприя тий и т. д.) major orders – наиболееваж ны ераспоря ж ения to purchase – поку пать research breakthrough – исследовательскоедостиж ение customer loyalty – приверж енностьпоку пателя create product awareness – предоставитьсведения опроду кции retailer – розничны й торговец receptive – восприимчивы й communicate a message – передаватьсообщ ение exceptionally – исклю чительно caption line – подпись(кф отограф ии) be alert for – замечать accompanying story – сопровож даю щ ий материал shot – снимок attach – прикрепля ть specifications – з д . особы етребования

I. 1. 2. 3. 4.

Find the answers to the following questions while reading the text.

Why should unfavorable news also be covered in news releases? What kind of articles do specialized periodicals editors prefer? What outlets do different organizations have for business features? Why are stories providing consumer-oriented information in demand by many publications?

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5. 6. 7. 8. 9. 10. 11. 12.

Who provides news for special sections (food, travel, fashion, home management, etc.)? What topics could potential financial publicities include? Why are editors interested in information concerning the features, composition, performance and application of product? How can this type of publicity help the manufacturers, distributors and retailers? How can public relations practitioner exploit the unique product features? Why do many newspapers and magazines often use newsworthy or unusual photographs without an accompanying story? Why do unique photographs provide an excellent opportunity for publicity? List the requirements for good publicity photographs. What photographs are used for magazines and television programs?

TYPES OF RELEASES The most common type of publicity release is the news release. Any occurrence within the organization that may have local, regional or national news value is an opportunity for publicity. Sometimes this news is not favorable for the organization. Even in these cases, however, a release is necessary. The news will always get out when something goes wrong. The role of public relations practitioner is to be certain that the full story is told and that corrective actions are reported. Business features. An important form of publicity, and one highly prized by many organizations, is the feature article carried by professional, business, trade or technical publications. Specialized periodicals that address a narrowly-defined audience have increased dramatically in recent years, and these allow public relations practitioners to focus on a particular audience for maximum effectiveness. Some analysis of feature articles will provide an insight into the type and style of story editors prefer. Such publication tends to publish articles that define problems common to a particular profession or industry and describe an organization’s attempts to deal with it. Unique uses of existing products, or products developed to meet old problems, are also frequent subjects. Public relations professionals often employ freelance writers who specialize in the particular field of the target publication. Most organizations have numerous other outlets of this type of publicity, including inhouse technical reports, speeches discussing new technology or products, and papers prepared for professional societies. Consumer service features. Many newspapers and magazines, as well as some television stations, publish or broadcast material designed to assist consumers. Information about almost any consumer product or service can become a vehicle for both product and institutional publicity. Stories that provide consumer-oriented information concerning food, travel, fashion, child care, books, home management, and numerous other topics are in demand by many publications. Frequently, the recipes, food photographs, travel stories, and fashion news contained in special newspaper sections are provided by public relations practitioners representing various manufacturers and industry associations.

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Financial features. Most newspapers and television stations and some magazines and radio stations carry financial news and feature articles and a growing number of publications specialize in that area. Such publicity can be an especially effective tool for shareholder relations because current and potential investors assign more credibility to information when an independent editor selects it for publication. Potential sources of financial publicity include: dividend announcements, mergers, profit reports, expansions, new product lines, major orders, changes in top personnel, research breakthroughs, and many other events that might be of interest to the financial community in general. Product features. Product publicity can frequently be newsworthy enough to be selected for use by news editors. Stories about products should be directed to periodicals, newspaper sections, and television and radio programs specializing in consumer product information. Editors and others who use this type of material are interested in information concerning the features, composition, performance, and application of products that will help consumers with their purchasing decisions. This type of publicity can build goodwill; develop customer loyalty, and create product awareness for manufacturers, distributors, and retailers. In addition to exploiting unique product features, the public relations practitioners can create newsworthy events to dramatize and illustrate product performance for media representatives. Pictorial features. The increasing popularity of photojournalism has made more newspapers and magazines receptive to newsworthy or usual photographs that can communicate a message by themselves. Such photographs are often used with only a caption line and no accompanying story. Because these high quality, unique photographs are difficult for assignment editors to plan, they provide an excellent opportunity for publicity. A public relations manager should always be alert for photographs that might be good enough for this purpose. Many organizations employ staff photographers, and their work should be constantly examined for exceptionally good or unusual shots. Photographs taken for in-house publications, annual reports, or even advertising may present opportunities for publicity. Special events should always be planned with good publicity photographs in mind. Frequently, newspaper and television editors assign photographers to special events if they know in advance of a good possibility for getting an unusual or newsworthy photograph. Publicity photographs should normally be printed on seven-by-nine-inch or eight-by-ten-inch paper, depending on the editor’s preference. Print media prefer high-gloss photograph with a caption line attached, while television stations prefer slides instead of prints, but specifications should be determined in advance. Photographs for television should always be in color. Color photographs are sometimes used by newspapers and magazines, but black-and-white photos are standard.

II.

Explain the meaning of the expressions given below.

Local (regional, national) news, news favorable to the organization, corrective actions, professional (business, trade or technical) publications, specialized

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periodicals, narrowly-defined audience, frequent subject, in-house technical report, consumer-oriented information (consumer-product information), research breakthrough, purchasing decision, consumer loyalty, product awareness, newsworthy events (photographs), publicity photograph, special event, print media.

III.

Speak about the five types of releases and the role of public relations practitioners in issuing them.

IV.

What topics and events could be used for writing the following types of releases? Write down your answers in the Table. What other topics and events can you offer to illustrate these types of releases?

Types of Releases

Topics

Possible events

Business features Consumer service features Financial features Product features Suggestions: a conference of the municipal authorities on building the underground in the town, the opening of a new bank, research breakthroughs, development of a new technology of making fruit ice-cream, the recipes of dishes made from the products of your milk factory, fashionable clothes, etc.

V.

Read and translate the text about issuing news releases for broadcast media by public relations practitioners.

broadcast media – теле- и радиовещ ание print media – печатны есредства массовой инф ормации receptive – восприимчивы й primarily – вперву ю очередь intend for – предназначать obvious – очевидны й uppercase/lowercase letter – прописная /строчная бу ква unintended gaffe – непреднамеренная ош ибка win points – набратьочки executive – у правля ю щ ий вы сш его у ровня entire – весь version – вариант

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Radio and television reporters are far more receptive to news releases written in a broadcast style than they are to releases that were obviously intended primarily for the print media. The reasons are simple and obvious. First, anything composed in a print style, with longer sentences in uppercase and lowercase letters, must be rewritten for broadcast. At a minimum, it must be retyped all in uppercase so that the announcer can see the copy easily to read it on the air. The second reason has more to do with courtesy than journalism. If a broadcast reporter receives a newspaper-style news release the reporter will automatically think that the Pr person considers the station less important than the newspapers; after all, the newspaper reporters aren’t asked to take news releases written for broadcast. Because the PR practitioner’s job is to create the best possible relations with all media, such an unintended gaffe is to be avoided. PR people can also win points – and increase coverage – by providing short taped interviews along with the story. The interviews are typically with a company executive or an important technical person who can speak knowledgeably about the subject at hand. Some PR firms now specialize in creating entire news videos – the broadcast version of a press release – which they deliver ready for broadcast to television stations.

VI.

You are to make a video report for local TV. Think about an event, a topic for interviews, the environment for video shooting. Describe the process of creating your release.

VOCABULARY BOX

UNIT III

negative – отрицательны ея вления be explicit – искренневы раж атьсвоемнение keep in mind – помнить hedge – у клоня ться (от ответа), ограж датьсебя evasive – у клончивы й unfair – пристрастны й follow through on your promise – исполнитьобещ ание goal-oriented conversation – целевой разговор cross-examination – допрос on the witness stand – на местедачи свидетельских показаний (всу де) exaggerate – преувеличивать Do not let reporters put words into your mouth. – Н e позволя йтерепортерам говоритьза вас. embarrassing quote – вы сказы вание, ставя щ еевнеловкоеполож ение record – запись beyond the control of – внеконтроля

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approach – подходить from the view point of – сточки зрения promptly – бы стро be pushy – давить(на кого-либо вразговоре) meddlesome – навя зчивы й ability – способность take charge of – отвечатьза batting average – общ ий у ровень(подготовки) legitimate – правомерно agree to certain ground rules – договориться об определенны х основны х правилах the range of subjects to be covered – темы для освещ ения matters of mutual concern – вопросы взаимного интереса reveal – раскры вать "not for attribution" – без ссы лки на источникинф ормации in substance – посодерж анию verbatum – точно цитирован permission – разреш ение should disputes emerge later – при возникновении разногласий позднее

I. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Find the answers to the following questions while reading the text.

How should you begin the interview? Why are you recommended to answer questions honestly and clearly? Why should you not argue with reporters? What will the best answer to the question of the type "Would you say ...?" be? What advice can you give on using off-the-record information in the interview? Which viewpoint should the topic be approached from? What other guidelines are given in the text? What does your ability to take charge of an interview and control it depend on? Can you name the ground rules to be agreed upon in advance by the interviewee and the reporter? What is understood by "not for attribution", "background", "indirect quote"? Do reporters ask permission to use tape-recorders? Why is the interviewee also advised to tape-record the proceedings?

AN INTERVIEW STRATEGY This plan will depend on the nature of your material and the interview situation. Shall a balanced approach be used? How should negatives be dealt with? How can the practical consequences of the issues being discussed be demonstrated? Before and during interviews, try to keep these guidelines in mind: 1. Start with the news, then provide the details.

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2. Answer direct questions directly – do not hedge or be evasive. But if you feel a question is unfair, you may say so. If you do not know an answer, say so – but promise to get the answer, and follow through on your promise. Remember, an interview is a goal-oriented conversation, not a cross-examination. You are not on the witness stand. 3. Do not lie or exaggerate. 4. Do not argue with reporters – even if you win the argument, you will lose in the long run. 5. Do not let reporters put words into your mouth. Frequently reporters ask, "Would you say ...?". Either a "yes" or "no" leaves you open to an embarrassing quote. It is better to respond, "You said that, I didn't". 6. Do not talk off the record. Reporters may use off-the-record information in a variety of potentially damaging ways beyond the control of the interviewee. 7. Approach the topic from the viewpoint of your public's interest, not from that of your organization. Do not talk about "capital formation", for instance; talk about "jobs". 8. Follow up. Be sure to provide promptly any additional information you have promised. Do not be pushy or meddlesome, but if you think a point needs clarification, do not hesitate to provide it. You will never be satisfied with every interview as it is published or broadcast. Your ability to take charge of an interview and control it depends on preparation of attitude and information. If you take the time and make the effort to prepare, your batting average will be significantly higher. A final note on interviews: protect yourself. When an interview is agreed to, it is legitimate for all parties to agree in advance to certain ground rules. The rules may deal with the range of subjects to be covered, the conditions under which direct quotes may be used, and other matters of mutual concern. For example, the interviewee may agree to reveal certain information off-the-record so that the reporter can understand the situation. A reporter must agree in advance to accept information on that basis. Other ground rules include: "not for attribution", when information may be used but its source not revealed; "background"; when information may be used and attributed to a general source (such as "sources close to the company"); or "indirect quote", when remarks may be used in substance and attributed, but not used verbatim. One other ground rule that is sometimes of great value is the use of tape recorders. Reporters often use tape recorders and typically ask permission to do so. The individual being interviewed also is well advised to tape-record the proceedings. This process will provide a record should disputes emerge later.

II.

Give Russian equivalents to the following words and expressions.

Practical consequences, issues being discussed, win the argument, talk off the record, off-the-record information, a variety of potentially damaging ways, a point

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needs clarification, a final note on, for all parties, in advance, deal with, the range of subjects, of great value, the individual-being interviwed, proceedings, emerge.

III.

Speak about the importance of the following guidelines. – – – –

Do not hedge or be evasive. Do not lie or exaggerate. Do not argue with reporters. Do not talk off the record.

What may the consequences of ignoring these recommendations be?

1. 2. 3.

IV.

Find in Russian and English newspapers (magazines) illustrations of “ not for attribution”, “ background”, “ indirect quote”. In what cases do reporters use these techniques?

V.

You are to take an interview with a celebrity for your newspaper. Make him/her a call, introduce yourself, explain the aims of the interview, agree in advance to the main ground rules of interviewing, discuss the range of topics to be covered and other matters of mutual concern. Act the dialogue out.

VI.

Comment on the quotations given below.

“The good reporter tells you. The publicity man sells you”. (Donald H. Higgins) “I don't care what is written about me so long as it isn't true”. (Katharine Hepburn) “Don't do or say or write anything you wouldn't want to see on the front page of the New York Times”. (Kerryn King)

VOCABULARY BOX

UNIT IV

simultaneously – одновременно interaction – взаимодействие to promote understanding – содействоватьпониманию controversial topics – спорны етемы unless – если … не extremely newsworthy – крайнеинтересное(собы тие) to handle – иметьдело с rare occasions – редкиеслу чаи appropriate – подходя щ ий, соответству ю щ ий

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to assure success – обеспечитьу спех site – местополож ение to time the conference – назначитьвремя конф еренции to accommodate – приспособить, привести всоответствие, согласовать deadline – время , ккоторому материал долж ен бы тьотдан внабор to make certain – у бедиться handout material – раздаточны й материал visuals – нагля дны есредства poster – плакат logo – логотип rented facility – арендованноеобору дование reminder – напоминание refreshments – заку ски и напитки a nice touch – хорош ий ш трих executive – долж ностноелицо touchy question – тонкий, щ епетильны й вопрос proprietary information – инф ормация особственности (ф ирмы ) for public disclosure – для ш ирокого освещ ения cultivate attitude – развиватьотнош ение resent – негодовать stage manager – реж иссёр cordial – сердечны й, искренний in the heat of questioning – вразгареопроса obvious – я вны й, очевидны й get out of hand – статьнеуправля емы м beneficial – вы годны й, полезны й survey – обзор data search – поискданны х judiciously – разу мно content – содерж ание backfire – полу читьпротивополож ны й ож идаемому резу льтат

I. 1. 2. 3. 4. 5. 6. 7. 8. 9.

Find the answers to the following questions while reading the text.

What opportunities do news conferences offer? When should they be used? What topics are covered at news conferences? What are the first steps in organizing the news conference? What must you prepare before the meeting with the media? Comment on the importance of the preparations described in the text. How can you help the executives prepare for journalists’ questions? Why is it so important to cultivate a pleasant and cooperative attitude of the interviewee? What are the recommendations you can add? How must PR practitioners work during news conferences?

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10. 11. 12.

What things are PR practitioners advised not to do? How can positive relations between journalists and PR practitioners be developed? What are essential aspects of successful media relations?

NEWS CONFERENCES News conferences are structured opportunities to release news simultaneously to all media. They should be used only when the news is important and when interaction is required to promote understanding of complex or controversial topics. Unless the event is extremely newsworthy and simply cannot be handled through releases, or unless there is someone newsworthy to interview, do not call a news conference. For those rare occasions when news conferences are appropriate, the following guidelines will help assure success. 1. Plan the event carefully. Invite all representatives of all media that may have an interest far enough in advance for editors to plan to send reporters and photographers. Select an appropriate site close to the event being covered and convenient for major media (hotel, press club, airport, boardroom – never a PR office). Check for enough electrical outlets and telephones. Time the conference to accommodate major media deadlines. Make certain you prepare enough handout material for everyone. Prepare any visuals that may be used so that they will photograph well from any place in the room. Prepare a poster of the organization’s logo or name to go over the one on the speaker’s stand if you use a rented facility. Plan to phone major media the morning or afternoon before the conference as a reminder. Simple refreshments are generally a nice touch. 2. Prepare executives and others to be interviewed. Make certain they understand the topics that will be discussed. Help them anticipate for difficult and touchy questions. Advise them to be completely honest. If they don’t know an answer, they should say so and offer to find out. If the answer to the question is considered proprietary information, they should state that it is not for public disclosure. Cultivate a pleasant, cooperative attitude among those who will be interviewed. If they are afraid of or resent the media, it will show. Advise them to avoid off-record comments. 3. Public relations practitioners are the directors and stage managers. Keep the meeting moving and interesting, but don’t take over the jobs of the media. Try to keep relationships cordial and professional even in the heat of questioning. Never take obvious control of the meeting unless things get out of hand. Public relations practitioners increasingly are using social science techniques in their work. They are expected to know about surveys, data searches and content analysis and how to conduct telephone and personal interviews. The relationship between journalists and public relations practitioners is a difficult one. If practitioners understand the media and the reporter’s role, however, positive relationships can be developed that are beneficial to all.

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Once positive relations are established, several steps should be taken to use them effectively. Developing appropriate attitude, setting goals, planning, and performing adequate research are essential aspects of successful media relations. Specific techniques for communicating with the media include publicity releases, news kits, newsrooms, interviews, and news conferences. All of these approaches must be used judiciously – for publicity may backfire. Inappropriate publicity efforts can injure the relations that have been built over time with the media and the public.

II.

Give Russian equivalents to the following words and expressions.

There is someone newsworthy to interview, interaction is required, call a conference, event being covered, check for, anticipate and prepare for, find out, cooperative attitude, avoid off-the-record comments, keep the meeting moving and interesting, take control of, setting goals, essential aspects, inappropriate efforts, injure.

III.

You are going to call a news conference. What points should you take into consideration? What can help you assure success?

IV.

Look through Russian and English newspapers and find the articles a) b)

on the events in the business world you consider extremely newsworthy; on controversial topics.

Comment on the events and on the way they are presented in the articles.

1. 2.

V.

Name some businessmen you consider newsworthy to interview (in your town, Russia and other countries). Write down the questions you would like to ask them. Act out your imaginary interview with any of them. Your partner will act as an interviewee.

VI.

Comment on the quotations given below.

“Reading makes a full man; conference a ready man; and writing an exact man”. (Francis Bacon) “By our first strange and fatal interview”. (John Donne)

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3. 4. 5.

“Speed the soft intercourse from soul to soul, and wait a sigh from Indus to the Pole”. (Alexander Pope) “Animals are such agreeable friends – they ask no questions, they pass no criticism”. (George Eliot) “Others abide our question. Thou art free. We ask and ask: Thou smilest and art still, Out-topping knowledge”. (Matthew Arnold. ‘Shakespeare’)

UNIT V I. 1. 2. 3. 4. 5.

Find the answers to the following questions while reading the text.

What material does the reporter receive from public relations and publicity people? In what form is the material presented? What purpose do the prereleases serve? What events does the reporter cover in his column? What is his choice dictated by?

A REPORTER’S VIEW James B. Meadow is the society writer for the Rocky Mountain News and is on the receiving end of large amounts of material from public relations and publicity people, most of which is in the form of prereleases. Let's look at his view on public relations materials. "The motive behind the diligence (1) of these public relations agency people and publicity chairs is to generate mention of (2) the event in my column", Meadow says. Such mention helps boost (3) ticket sales to fund-raisers (4). Although he does not use too many of the prereleases in his column, they do serve a purpose. They help Meadow set up his calendar of reporting. He tries to cover as many of these events as he can. "Invitations are the grist for my mill (5), and I get them in all shapes and sizes. Some come rolled up in ribbon, some stuffed (6) in plastic bottles. Some come in begs festooned (7) with balloons and streamers (8). "Does it work? Sometimes. But Just because I read them first, and Just because I'll smile at the creativity it does not mean that I will give the event advance notice (9) in my column or cover it and write about it", Meadow says. He has too many invitations to handle. His choices, he says, are often dictated by the significance of the event. Some events are held to raise large amounts of money, and he attends these. He also goes out of his way to attend events (10) sponsored by minority groups (11). For too long, he says, these groups have been ignored by the press.

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(1 старание, 2 у помя ну ть о, 3 поддерж ивать, 4 создатели ф ондов, 5 вы годны для меня , 6 засу ну ты е, 7 у краш енны й, 8 длинная у зкая лента, 9 предварительноеобъ я вление/заметка, 10 описатьсобы тие, 11 меньш инство)

II.

Communication is one of the most important notions in journalism. Read how Robert L. Dilenschneider, the president of Hill and Knowlton Inc., understands communication. What are you thoughts on this point? Write an essay expressing your opinion.

"Communication, broadly defined, is what managers reveal about themselves and their companies. A company speech is communicating. Performing a favor is communicating. Visiting with rank-and-file workers is communicating, sending a signal. Attacking competitors is also to communicate effectively. They will get positive recognition from the audiences they are trying to influence, which means people will think whet they are doing is right and that it's being done in the right way. Through positive recognition, influence grows".

III.

Read the text and tell your partner how PR practitioners explain the necessity of media relations. NEWS MEDIA RELATIONS

With years of staff experience in the print and electronic media, we understand the media and their influence on public opinion. On the good news side, the -media can credibly (1) inform people about new products or services, organizational growth and other positive information of importance to your constituents (2). On the bad news side, the media will cover anything they consider important, regardless (3) of your opinion. How you respond when you are the target of a story (4) determines, to a great degree, how the public will understand and support your position. Good planning and effective media relations may prevent some bad news, and minimize damage (5) that may result from unfortunate incidents (6) that thrust you unfavorably (7) into the public eye. Our in-depth (8), one-on-one media training for executives is tailored (9) to individual needs. It has helped clients better understand how the media work, avoid embarrassment (10), and get the most from their message. We have earned a reputation (11) dealing openly and honestly with the news media. Without the respect of the media, neither we nor our clients can communicate effectively. (1 честно, 2 составны ечасти, 3 несчитая сь с, 4 статья о В ас, 5 вред, 6 неприя тны е собы тия , 7 представить в невы годном свете. 8 глу бокое, 9 построено су четом, 10 неловкоеполож ение, 11 создатьрепу тацию )

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IV.

Read the extracts given below and speak about the aspects of PR and PR practitioner’s work revealed in them. What other functions of PR except “ publicity efforts” do you consider important?

1. Both journalists and the general public need to understand how public relations work. Much of reporters' work requires that they assess (1) the work of public relations specialists. Reporters also need to recognize that "public relations" and "publicity" are not synonymous. Many public relations practitioners who might once have- been expected to perform magic tricks (2) with public opinion or simply to get some positive publicity have been able to convince their employers that a continuing program (3) of good relations is the proper task of public relations. "Space-grabbing" (4), as many Journalists call publicity efforts, is still the prime mission (5) of a few public relations workers as press agents in the entertainment world. 2. Jerry M. Williams, president and founder of Jerry Williams Agency at 60th Street and Broadway, runs what she calls a "full service public relations agency". She handles (6) sports and entertainment clients such as Willie Stargell, Miles Davis and Eddie Murphy. "Never take no for an answer, … pay attention to detail, … do what you say you're going to do". These guidelines plus persistence, drive (7) and energy propelled (8) Williams' public relations agency ahead (9) in a highly competitive field. She snagged (10) her first client, Eddie Murphy, by sending him a letter and a package with ideas. He was impressed. "My sensibility (11) as a woman has had a great impact (12) on how I interact with (13) people", she says. (1 оценивать, 2 вы полня тьволш ебны еномера, 3 непреры вная программа, 4 борьба за количество строк, отведенны х на объ я вления , 5 главная миссия , 6 работатьc, 7 сила, энергия , 8 продвину л, 9 вперед, 10 поймать, 11 инту иция , 12 оказы ватьсильноевоздействие, 13 взаимодействоватьс)

V. 1. 2. 3.

You are going to open a PR agency in your town. Think about:

the range of services your agency will offer; who your perspective clients will be; the program of your cooperation with the media.

Present your project for discussion with your group-mates.

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ADDITIONAL TEXTS I. HELPING TO SOLVE SOCIETAL PROBLEMS The public expects business to play a leading role in working toward solutions to societal problems, and has been disappointed when business has not lived up to expectations. At one time in this country, business was broadly perceived as benevolent. From 1850 to 1887, there was probably less government regulation of business in America than at any other time in any other nation. Business will never again be viewed in that way – as a means of solving society's ills while also pursuing profit. Society now expects business to improve the quality of life in ways that go beyond serving narrowly defined, if enlightened, self-interest. The popularity of business or government in the public mind is ultimately less important than society's choice of institutions to solve its problems. Since the New Deal, the United States has chosen government. With the Reagan administration, business perhaps got another chance. The long-term efficacy of business and the well-being of private enterprise depend on society's view of business not as a problem, but as a problem solver. Business must adjust to a changing world, realizing that capitalism can no longer be based on an economy of unpaid costs. Profit must be measured by more than a bottom line; human and environmental costs must also be accounted for. Business has to find profitable solutions to such social problems as pollution, health care, housing, and urban decay. This will call for unparalleled creativity on the part of business and the private enterprise system. If business begins to solve such problems, the old relationship of government aiding business rather than business serving government may be reestablished. The trend toward increasing government encroachment in the marketplace will be reversed if business demonstrates that it can fulfill the goals and aspirations of the American public. Business firms have assumed a broader responsibility. They have become more interested in ethical conduct and more involved with public policy and government. Moreover, large businesses have grown more sophisticated in planning, implementing, and controlling their social performance. Ultimately, the case for private enterprise must be made in the marketplace. The present and the future of private enterprise depend upon its ability to meet societal demands, which in turn rests upon the receptiveness, responsiveness, flexibility, and skill of business people. If business as a whole fails to meet market demands, it will go the way of any single business that fails. It will go bankrupt. In the effort to restore public confidence in American business, the public relations practitioner must reestablish business credibility, reintroduce the human dimension to business corporations, and facilitate public understanding of business and economics. But most importantly, public relations must be business's eyes and ears – the receiver of society's subtle signals and the prod that moves management toward effective response.

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II. PUBLIC RELATIONS FOR SMALL BUSINESSES Small business owners and managers lack the luxury of in-house public relations staffs and rarely employ public relations agencies. Nonetheless, public relations efforts can make tremendous contributions to a small business's bottom line. As is typical in a small business, if you want something done, you do it yourself. Thus, small business owners or managers usually serve as their own public relations practitioners. The potential value of public relations for a small business is substantial. In 1973, Leone Ackerly started a business called Mini-Maid – then a unique service where a crew cleaned a house in a few hours. With women working outside the home in greater numbers and fewer people able to afford full-time maids, it was an idea whose time had come. Local publicity helped build sales by generating customer inquiries and receptivity. Tying the business to the working woman theme and persistently telling her story, Ackerly received national coverage on the "Today" show, in Newsweek, and in other publications. People from throughout the country wanted to know how she handled her enterprise. Soon her main business changed from cleaning to franchising her successful formula. By 1987, Ackerly had become wealthy and had received national recognition for her hard work, vision, tenacity, and (implicitly) for her skill at public relations. Public relations in small businesses covers just as wide an area as it does in large businesses. It is less systematic, however, because no one in a small business can concentrate solely on public relations. In effect, public relations becomes a way of life for many small business owners who are concerned not only with media relations but with community, customer, employee, financial, supplier, and political relations as well. The following tips apply to small business public relations in each of these areas. Media Relations Smaller businesses can increase their customer bases and build sales through media relations. Some small business owners simply enjoy having their names in the newspaper. Ways to gain favorable media attention include: – Get to know local reporters, editors, and other media officials. – Provide journalists with tips or leads about newsworthy events, whether or not they involve your business. – Make yourself a reliable and available source of information on some subject, preferably related to your business. – Let the media know when something genuinely newsworthy occurs that is related to your business. – Contact a journalist in person or by phone; this is often more effective than sending a news release. – Identify national trends that affect your business and provide reporters with a local angle. The local gas station owner, for example, can talk about fuel supplies or gas prices.

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Community Relations The reputation of a small business in its primary business area often depends on effective community relations. Good community relations can build sales, attract quality employees, and even make it easier to get financing. Many small business owners also derive genuine satisfaction from making real contributions to their communities. Here are some ways to establish good community relations: – – – – – –

Get involved with local organizations, institutions, issues, or causes. Join a civic club and the local chamber of commerce. Contribute to local charities. Get to know "who's who" and "what's what" in your community. Understand your community's structure and decision making processes. Be a leader. Step up and accept responsibility for a local issue, then deal with it effectively. – Encourage your employees to get involved actively and constructively with community organizations – churches, scouting, РТ А, or whatever. – If your business requires special expertise, make that expertise available to the community. Independent accountants can offer their services to arts groups, while a grocer may provide hot dogs for a fund-raising cookout. Employee Communication Small businesses where everyone interacts face-to-face have an advantage in terms of employee communication. Still, all businesses should strive for effective internal communication. Here are some tips that can help: – Establish a communication policy and let all employees know what it is. – Share as much information as possible with your employees. – Provide opportunities for employees to have input in organizational decisions. – Make sure your words match your deeds on matters that are important to employees. Customer Relations Small businesses build repeat business through customer relations. Nothing is more valuable than a growing group of loyal customers. Small businesses enjoy an advantage in this regard. Face-to-face interaction with the boss can help develop customer loyalty. Here are some tips for achieving better customer relations: – The customer is always right. This statement is not true, but the philosophy it represents is the foundation of positive customer relations. – The customer must be heard, not only to vent his frustrations, but because a business learns much from its consumers. Systematically gather information from customers about their perceptions of your products and services. – The customer needs to be informed. This is accomplished through advertisements and other channels of communication.

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III. ESTABLISHING CORPORATE CREDIBILITY If business and private enterprise are to positively influence public attitudes toward business, they must be perceived by the public as trustworthy. In a sense, businesses have and always will have one strike against them in this respect. Research into techniques of persuasion clearly demonstrates that disinterested parties are perceived as more credible than interested ones. As long as the profit motive drives business (that is, as long as business is business) business spokespersons will be perceived as self-interested. Other reasons for the lack of corporate credibility include a record of evading issues, disclaiming responsibility, exaggerating facts, or over-promising results. Perhaps the most devastating cause is the systematic violation of public expectations of business behavior which has been largely built on an image projected by business itself. Business, in effect, has not lived up to the standards set for it by the American public. Society expects business to help society improve the quality of life, and expectations are running ahead of reality. How to destroy corporate credibility "Did you ever have one of those days when you felt like you were driving down the highway of life in a Ford Pinto on Firestone 500 radials?" What turns a good company into a bad joke? In today's world, a corporation's success is a function not only of how it manufactures and markets its products, but also of how it is viewed by its publics. Firestone Tire and Rubber Company, second largest in the industry, lost its credibility – and did damage to the credibility of business as a whole – in what has come to be known as the "500 Fiasco". Shortly after Firestone introduced its "500" line of steel-belted radial tires, questions were raised regarding their safety. Federal authorities charged that the tires were prone to blowouts, tread separations, and other dangerous deformities. Thousands of customer complains, hundreds of accidents, and at least thirty-four deaths formed the basis of their allegations. In the process, profits became losses as customers deserted the company; millions of tires were recalled; stock prices plummeted; takeover attempts, once unthinkable, were sought. Meanwhile, the company had been hit over 250 lawsuits. In some cases, settlements exceeded $1 million. Through it all, Firestone steadfastly maintained that the company had been unjustly accused, that nothing was fundamentally wrong with the tire, and that tire failures could be blamed on consumer neglect (over-inflation of tires) and abuse (hitting curbs). Firestone made every effort to avoid negative consequences. In fact, the company made too many efforts and became its own worst enemy. Firestone provoked hostility and doubt by failing to cooperate with government agencies, attempting to thwart investigations by regulatory agencies and Congress, trying to publicly impugn investigator motives, and engaging in legalistic maneuvering and hairsplitting. All of these activities were widely reported in the mass media (to which Firestone officials told blatant lies). Despite all the company's efforts, the government

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eventually forced recall of all "500" radials on the market. Even before the massive recall, Firestone had lost not only the battle but the war. It now stands as an example to some of why government regulation is desirable and necessary. It is also an example of how not to deal with government and the public. Summary While all aspects of public relations practice apply to corporations, public relations practitioners must also deal with career issues related to business's role in society. Corporate credibility and public confidence in business form the backdrop for all businesses' public relations efforts. But public relations is not the exclusive domain of large businesses. While the owner may serve as his or her own public relations expert, a variety of public relations techniques can be profitably employed by the smaller enterprise.

IV. WRITING FOR THE PRESS Many PR people spend most of their time writing material which is intended for the press, either drafting press releases or writing features material or accurate and interesting photoCollaboration may be required to clear some kinds of information before it is sent out. Press releases on new; products will be the preserve of the marketing director, although this responsibility might be delegated to a manager in the аррropriate department. Releases on a company's annual results will have to be cleared with the chairman, chief executive and finance director. An agreed decision-making procedure is needed which can authorise press releases quickly, involving as few people as possible. PRESS RELEASES Only one press release in ten is published by any newspaper, and the proportion which are accepted by a broad spectrum of the press is lower still. There are three reasons for this high failure rate: • A release may not contain news, or if it does, it is so insignificant or so specialised that no one is interested except the issuer. • Many releases are badly written, include too much technical material and jargon, and hide the real story deep in the body of the release. This is the most common reason for a release failure. • Many releases are not targeted accurately and are sent with a scatter-gun approach to all contacts on the media list. Successful press releases follow certain rules: • A single A4 page is the ideal length. • Unnecessary and pointless phrases such as ‘announces’ or is pleased to announce should be avoided. • Two inches should be left at the top for the newspaper sub-editor to write

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instructions to the printer and to add a headline. There should be a one-and-ahalf inch left-hand margin for the editor's amendments and text should be double-spaced. • Consider using e-mail for distribution, as this helps journalists short of time to edit the story. • Always date the release at the top, so that the news editor can see that the story is current. • A short, eye-catching headline is needed to attract the attention of a busy news editor. • The main facts must be included in a short first paragraph. A busy sub-editor will cut from the bottom. The ideal release should still be able to work if only the first paragraph is printed. • Quotes should be, included, attributed to a named senior individual for impact; if the target press are local, the branch manager will be more appropriate. • Each paragraph should be no more than three sentences with just one or two for the first paragraph. • Too much detail detracts from impact but significant points must be included: accuracy is paramount. • Good journalistic style is better than legal niceties. • Jargon should be avoided whenever possible, especially when writing for the general press. • Superlatives, such as ‘best’, ‘first’ or ‘excellent’, should not be included. • A brief concluding statement about the organisation's activities should be included if it is not well known. • The release should finish with 'ENDS' to avoid confusion. • A contact name and both daytime and out-of-hours telephone numbers should be included at the foot of the release. • Several versions of the same release may be provided for, different audiences and the publications which reach them. Technical publications might appreciate a longer version of the release, perhaps with a data or specification sheet. • If a good photograph adds to the story, make sure one is provided, suitably captioned, for those publications which use photographs. • If a brochure or price list might also help, include it. • A sample of the product would be useful if it is a practical proposition to offer this. This works well for foodstuffs, and is essential for such items as books, video material and recorded music. • When a PR practitioner is likely to need time to research and write an important story, allow extra time for this, using an embargo to reduce the chance of the story breaking too early.

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GLOSSARY ADVERTISEMENT (AD) COLUMN – колонка объ я влений ADVANCE ADVERTISEMENT (NOTICE) – анонс, предварительное объ я вление ADVERTISEMENT IMPACT – воздействиерекламы (на ау диторию ) ADVERTISING – реклама, передача рекламы , рекламная деятельность ADVERTISING ABUSE – злоу потреблениерекламой (рекламны ми агентствами) ADVERTISING AGENCY – рекламноеагентство ADVERTISING APPEAL – побу дительны й мотив, вы зы ваемы й рекламой ADVERTISING CAMPAIGN – рекламная кампания ADVERTISING EFFECTIVENESS – эф ф ективностьвоздействия рекламы ADVERTISING LOOPHOLE – лазейка (у ловка) для проникновения рекламы ADVERTISING MEDIUM (VEHICLE) – носительрекламы (средство распространения рекламы , например, вещ ательная станция , газета, ж у рнал) ADVERTISING READERSHIP – рекламная читательская ау дитория ADVERTISING WEAROUT – сниж ениеначальногоэф ф екта воздействия рекламы ADVERTOLOGY – нау ка о рекламе, рекламоведение ATTENTION-GETTING CAPACITY – притя гательность(напр., рекламы ) AUDIENCE MAKE-UP – составау дитории AUDIENCE MAXIMIZATION – привлечениемаксимальной ау дитории AUDIENCE MEASUREMENT – измерениеау дитории AUDIENCE PROFILE – демограф ический составау дитории AUDIENCE RATING – показательпопу ля рности (программы ) AUDIENCE RESEARCH – социологическиеисследования ау дитории ADVOCACY JOURNALISM – тенденциозноеосвещ ениесобы тий, пропагандистский подход BRAINPOWER – мы сля щ иелю ди, интеллекту альная элита BRAINWASHING – «промы ваниемозгов», обработка общ ественногомнения BRIEFING – бриф инг (краткоесовещ аниедля представителей прессы ) CHECKBOOK JOURNALISM – платная ж у рналистика, поку пка сенсационны х новостей EVENT PROMOTION – содействиекакому -либо мероприя тию

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EVENT TELEVISION – пря моетелевизионноевещ ание EXCLUSIVE INTERVIEW – эксклю зивноеинтервью (данное, например, только одному представителю прессы , радио, Т В или репортеру одной страны ) EXPLICATION – толкование, интерпретация EXPOSITION – толкование, описание, излож ение EXPRESS-INTERVIEW – экспресс-интервью (краткоеинтервью внесколько ф раз) FEEDBACK – отклик, ответная реакция (ау дитории на собы тие) GET GOOD PRESS – полу читьхорош у ю прессу , иметьхорош иеотзы вы GOSSIP COLUMN – ру брика/раздел светской хроники, «колонка сплетен» GROSS RATING POINT – общ ий показательпопу ля рности HIDDEN CAMERA – скры тая камера HIGH-PRESSURE ADVERTISING – навя зчивая реклама HIGH-RATED PROGRAM – попу ля рная программа ICON – объ ект поклонения , идол, ку мир IDENTITY – личность, индивиду альность IDEOLOGICAL BLINDERS – идеологическиеш оры IMAGE – образ, облик, «имидж », репу тация IMAGE-BUILDING – пропагандистская кампания (созданиерепу тации) IMAGEMAKER – лицо или организация , делаю щ иерекламу кому -либо IMAGE WORSHIP – идолопоклонство IMPACT – воздействиерекламы MASSIFICATION – ф ормирование«массового сознания » MASS OBSERVATION – сплош ной анализ (способ изу чения общ ественного мнения пу тем опроса, анкетирования , анализа писем) MEDIA ADVERTISING – реклама всредствах массовой инф ормации MEDIA AGENCY – рекламноеагентство MEDIA BELIEVABILITY – достоверностьсообщ ений С М И MEDIA BIGGIES – аме р . короли С М И MEDIA COVERAGE – зона обслу ж ивания С М И MEDIA EVENT – аме р . незначительноесобы тие, разду тоеС М И MEDIA IMPERIALISM – инф ормационны й империализм MEDIA-OBSESSED – одерж имы й (страстно у влекаю щ ийся ) С М И MEDIATION – процесспрохож дения инф ормации от источника сообщ ения к

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ау дитории (процессосознания , отбора, акцентирования и доведения инф ормации до сведения ау дитории) MEGA-EVENT – грандиозноемероприя тие, кру пнейш еесобы тие NEGATIVE FEEDBACK – отрицательны й резу льтат воздействия (сообщ ения ) NEWS VALUE – собы тийная ценность NONPRINT MEDIA – непечатны еС М И (напр., ау диовизу альны есредства) OPINION LEADER – неф ормальны й лидер OPINION MOLDING – воздействиена ф ормированиеобщ ественного мнения OPINION POLL – опрособщ ественного мнения ; вы борочны й опрос PARAJOURNALISM – необъ ективны й подход косвещ ению собы тий; ж у рналистика, отраж аю щ ая интересы у зких гру пп PRESS MANIPULATION – манипу лированиепрессой PRESS NOTICE – сообщ ениевпечати PRESS RELEASE – пресс-релиз, оф ициальноесообщ ениедля печати PRESS ROOM – помещ ениедля проведения пресс-конф еренций PRINT CAMPAIGN – кампания средствами печатной рекламы PRINT MEDIA – печатны еС М И PUBLIC ACCEPTANCE – общ ественноепризнание PUBLICITY – содействиепопу ля рности; паблисити (привлечениевнимания ш ироких слоевнаселения сиспользованием С М И ) PUBLICITY AGENT – агент порекламе PUBLICITY BUREAU – рекламноебю ро, бю ро рекламы и инф ормации PUBLICITY CAMPAIGN – пропагандистская кампания PUBLICITY MAN – сотру дникотдела инф ормации (у чреж дения , ф ирмы ) PUBLIC OPINION – общ ественноемнение PUBLIC OPINION MANIPULATION – манипу лированиеобщ ественны м мнением PUBLIC PROMINANCE – больш ая общ ественная значимость

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С оставитель– С тепкина Т атья на Н иколаевна Редактор– Бу нина Т амара Д митриевна

________________________________________________________________________ С дано внабор 28.03.2006. П одписано впечать5.04.2006. Бу мага оф сетная 80г/м 2 Ф ормат 148х210. Г арниту ра Times New Roman. П ечать траф аретная . У сл. п. л.2. Т ираж 50. Н омерзаказа 162. О тпечатано влаборатории оперативной полиграф ии И здательско-полиграф ического центра В Г У г. В оронеж , У ниверситетская площ адь, 1, ком.43, тел.208-853.