Во время весенней сессии был изучен данный материал по профессиональному иностранному языку по специальности "Реклама и связи с общественностью". Не все студенты посещали занятия, поэтому допуском к экзамену будет сдача не менее пяти текстов перед получением экзаменационного задания. Контрольная работа должна быть представлена после устного ответа, чтобы выставить экзаменационный результат в зачетку и ведомость.

Основные пункты экзаменационного билета:

1 Чтение и перевод текста.

2 Краткое изложение прочитанного текста в письменной или устной форме.

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 medium do its job of informing readers, listeners, or views about matter 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.

1,200 New York Times, Washington Post front pages were 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 the 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 channels to provide 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.

Vocabulary

1 accomplish one's goal 2 adversarial 3 be dependent upon smb 4 comprehensive 5 contribute to smth 6 credibility 7 fact sheet 8 friction 9 insatiable 10 media outlets 11 medium 12 mutual 13 op-ed page/article 14 press kit 15 process information 16 provide information 17 respective 18 routine 19 satisfy demand 20 story 21 substantiate 22 timely

1 достичь своей цели 2 враждебный 3 зависеть от к-л 4 исчерпывающий 5 способствовать ч-л 6 взаимный 7 подборка данных 8 разногласие 9 жадный 10 местные телестудии 11 средство 12 взаимный 13 полоса газеты 14 информационная подборка для прессы 15 обрабатывать информацию 16 предоставлять информацию 17 соответственный 18 обычный 19 удовлетворить спрос 20 газетный материал 21 подтвердить данными 22 своевременный

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 judgement about what is newsworthy and what will be disseminated. They serve as screens and filters of information, and even though not everyone is happy with what they decide, the fact remains that media gate-keepers 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 gate-keepers 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.

Vocabulary

1 be designed for smb 2 channels of communication 3 cost-effective 4 disseminate 5 endorse information 6 gate-keeper 7 inference 8 make a judgement 9 reside in smth 10 satellite communications 11 shape opinions and attitudes 12 tailored message 13 target audience 14 variety

1 быть предназначенным для кого-либо 2 каналы связи 3 рентабельный 4 распространять 5 распределять информацию 6 редактор 7 заключение 8 сделать заключение 9 принадлежать чему-либо 10 спутниковая связь 11 сформировать точку зрения, мнение 12 сообщение, рассчитанное на определенную аудиторию 13 целевая аудитория 14 разнообразие

UNIT 3

AREAS OF FRICTION

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 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 of 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 stack on the recipient's desk. However, gate-keepers complain that such gimmicks constitute gifts or "freebies", which their organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as key chains, 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.