1) Найдите в тексте слова, которые означают следующее

1. not showing any imagination –

2. a helpful piece of advice -

3. to set a limit on what you are willing to do –

4. very pleasant or interesting so that you feel strongly attracted –

5. not interesting or exciting –

2) Составьте предложения, как в примере

Reporters and editors/ a continuous supply of news tips

Reporters and editors need a continuous supply of news tips

1. Many publicists/ the line at one page.

2. It’s important to write letters/their attention.

3. You role/ with ideas and sell them.

4. Publicists/ a lot of pitch letters.

5. Most of them/ creative

3) Соедините слова из левой колонки с близкими по значению словами из правой колонки

credible	integral
enticing	incessant
inherent	imaginative
creative	attractive
continual	reliable

4) Какие, по Вашему мнению, элементы рекламно-информационного письма наиболее важны. Выразите свое мнение, используя следующие выражения

In my opinion

From my point of you

Personally, I think that

As I see it

Frankly, I think

5) Прочитайте и переведите следующие рекламно-информационные письма

Пример № 1

September 28, 1990

Ms. Sue Cross

THE ASSOCIATED PRESS

230 N. Michigan Avenue

Chicago, II, 60601

Dear Ms. Cross:

It may have taken the president to give Kennebunkport, Meine, a place on the map, but a 10-year-old boy is literally putting the small hamlet of Parrott, VA., "on the map".

Young Chris Muncy from Mishawaka, Inc., wrote a letter to Randy McNally last year asking that Parrott, home of his grandparents and great-grandmother, be added to the company's top-selling Rand McNally Road Atlas. Muncy often traveled to Parrott (population 800) to visit his grandparents and found planning the route difficult without the small town on the map.

Now, thanks to Chris Muncy's letter, on October 2, Parrott, Va., takes its place on the map in the 1991 Rand McNally Road Atlas. It marks the 67th edition of the nation's best-selling annual paperback.

The new Rand McNally Road Atlas, updated annually, includes thousands of changes from the 1990 edition. These include additions of towns, highways, state parks, rest areas and other points of interest that are vital to the traveler.

The attached news release provides more information on the 1991 Road Atlas from Dr. Michael Dobson, the man who "puts towns on the map" for Rand McNally and leads the company's year-round effort to keep American motorists from getting lost.

I'll call you soon to determine your interest in pursuing this story. Should you require additional information, please contact me or Jim Heininger at 312/266-4550. We would be happy to arrange an interview for your with Dr.Dobson or Chris Muncy to further discuss making it "on the map".

Sincerely. Jeff Beckman Account Executive

Комментарии:

Rand McNally Atlas - атлас «Рэнд Макнэлли». Географический атлас производства компании «Рэнд Макнэлли энд Ко», специализирующийся на картографических изданиях и выпускающий разнообразные атласы и отдельные географические карты. Эта издательская марка - знак высокой надежности картографических сведений.

Kennebunkport - Кеннебанкпорт. Город на юго-западе штата Мэн на берегу Атлантического океана, основан в 1629 г., модный летний курорт. Дом экс-президента Дж. Буша M.=Virginia - Вирджиния. Официальное сокращение названия штата.

Пример №2

May 2, 2015 Mr. Joe Smith Features Editor The Daily Herald Anytown, OH 44444 Dear Joe: On November 19, during halftime of the California-Stanford game, 80,000 people will make history. They'll be helping to establish a New World Record by participating in the largest participatory game in –a monumental round of Pictionary, led by the Stanford Marching Band. The band will use formations to create pictures of words and phrases. The crowd will then have the chance to guess the word, by cheering at the appropriate choice read aloud by the public address announcer. Rob Angel, the man who began the Pictionary craze, will be in town for the record-setting attempt. In just five years, Rob's risen from waiter to millionaire. One of the most successful game inventors in history, he's now a celebrity in his own right (he was recently featured on the cover of USA Weekend as part of their "Young Millionaires" issue). Rob will be available to discuss the "Mega-Pictionary" game, and his role as inventor of America's favorite game on Thursday, November 17 or Friday, November 18. I'll be in touch soon to discuss a possible interview. Look forward to speaking with you. Sincerely, Bill Stoller Media Director

Пример № 3

May 2, 2015 Ms. Joe Smith Features Editor The Daily Herald Anytown, OH 44444 Dear Joe: It was good speaking with you on Tuesday. As we briefly discussed, Pictionary inventor Rob Angel has just completed a national promotion in which he asked consumers to send him an artifact associated with the 1980’s. Their reward: a copy of the new version of the classic board game which includes many new “90’s” words and deletes many outdated “80’s” words and phrases. The response has been tremendous, and now Rob is available to discuss, in a lighthearted way, the “significance” of his findings. The enclosed release will tell you a bit more about the type of 80’s items he received, and about the one item that, based on sheer volume, simply must be declared “The Ultimate Symbol of the 80’s”. Rob can also discuss his remarkable experiences in creating Pictionary. As you may or may not be aware, he was a struggling 24 year old waiter when he first came up with the idea for the game and began selling it out of his trunk. Today, Pictionary is one of America’s all-time favorite games. I’m certain your listeners will thoroughly enjoy Rob. He’s funny, quick and an experienced interview subject. I’ll be in touch again soon to discuss a possible interview. In the meantime, if you have any questions, please don’t hesitate to call.

Sincerely, Bill Stoller

UNIT 3 EFFECTIVE MEDIA RELATIONS

 There will always be areas of friction and disagreement between public relations pe¬ople and journalists, but that doesn't mean that there can't be a solid working rela¬tionship based on mutual respect for each other's work., including journalists

A good working relationship with the media is vital for a public relations writer. In¬deed, one definition of public relations is the building of relationship between the or¬ganization and its various publics.

Dealing with the Media

Many guidelines for dealing effectively with the media have been compiled. Most of j them are well tested and proven, but you must always remember that there are no ironclad rules. Media people are also individuals to whom a particular approach may or may not be applicable. Here's a list of general guidelines.

1. Know your media. Be familiar with the publications and broadcast outlets that are regularly used. Know their deadlines, news format, audiences, and needs. Do your homework on other publications and broadcast shows before sending a pitch letter or news material.

2. Limit your mailings. Multiple news releases are inefficient and costly, and they alienate media gatekeepers. Send releases only to publications and broadcast outlets that would have an interest in the information.

3. Localize. Countless surveys show that the most effective materials have a local angle. Take the time to develop that angle before sending materials to specific publica¬tions.

4. Send newsworthy information. Don't bother sending materials that are not newsworthy. Avoid excessive hype and promotion.

5. Practice good writing. News materials should be well written and concise. Avoid technical jargon in materials sent to nontechnical publications.

6. Avoid gimmicks. Don't send T-shirts, teddy bears, balloon bouquets, or other fri¬volous items to get the attention of media gatekeepers.

7. Be environmentally correct. Avoid giant press kits and reams of background ma¬terials. Save trees.

8. Be available. You are the spokesperson for an organization. It is your resposibili-ty to be accessible at all times, even in the middle of the night. Key reporters should have your office and home telephone numbers.

9. Get back to reporters. Make it a priority to respect your promises and call repor¬ters back in a timely manner. They have deadlines to meet.

10. Answer your own phone. Use voice mail systems as a tool of service, not as a screening device. Reporters (like other people) hate getting bogged down in the elec¬tronic swamp of endless button pushing.

11. Be truthful. Give accurate and complete information even if it is not flattering to your organization. Your facts and figures must be clear and dependable.

12. Answer questions. There are only three acceptable answers: "Here it is", "I don't know but I'll get back to you within an hour" and "I know but I can't tell you now because..." "No comment" is not one of the three alternatives.

13. Protect exclusives. If a reporter has found a story, don't give it to anyone else.

14. Be fair. Competing media deserve equal opportunity to receive information in a timely manner.

15. Help photographers. Facilitate their work by getting people together in a cen¬tral location, providing necessary props, and supplying subjects' full names and titles.

16. Explain. Give reporters background briefings and materials so that they under¬stand your organization. Tell them how decisions were reached and why.

17. Remember deadlines. The reporter must have enough time to write a story. One good rule is to provide information days or weeks in advance. In addition, don't call a media outlet to make a pitch at deadlines time.

18. Praise good work. If a reporter has written or produced a good story, send a complimentary note. A copy to the editor is also appreciated.

19. Correct errors politely. Ignore minor errors such as misspelling's, inaccurate ag¬es, and wrong titles. If there is a major factual error that skews the accuracy of the en¬tire story, talk to the reporter who wrote the story. If that doesn't work, talk to the edi¬tor or news director.

Notes:

to screen one's calls - «просеивать» звонки

Vocabulary :

alienate	отдалять, отвращать
angle	точка зрения, подход
applicable	применимый
avoid	избегать
compile	составить
concise	краткий, сжатый
deadline	крайний срок
definition	определение
device	приспособление
exclusive	эксклюзивное сообщение
facilitate	облегчать
flatter	льстить
guidelines	правила, инструкции, директивы
ironclad rules	«железные» правила
meet the deadline	выполнить ч.-л. в срок
pitch letter	рекламно-информационное письмо
priority	первостепенная задача, приоритет
props	реквизит
ream	груда
skew	исказить
take the time	не торопиться
vital	жизненно важный
voice mail system	автоответчик

УПРАЖНЕНИЯ: