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WELCOME TO THE WORLD OF PUBLIC RELATIONS

5. standpoint — точка зрения

6. public relations writer — автор, пишущий в области паблик рилейшнз

7. journalistic style — публицистический стиль

Objectives

A journalist is usually employed by a news organization to gather, process, and synthesize information for the primary purpose of providing news to the organization's subscribers, viewers, or listeners. A hallmark of professional reporting is to present information in an objective manner. A reporter's personal preference may affect the choice of words and the news angle of the story, but in general, the reporter tries to maintain an attitude of strict neutrality.

The public relations writer, in contrast, is usually employed by an organization that wants to communicate with a variety of audiences, either through the news media or through other channels of communication. This may include corporations, govern­ment agencies, environmental groups, labor unions, trade associations, or public rela­tions firms who provide information on behalf of clients.

The writer's purpose is not objectivity but advocacy. The goal is not only to inform but also to persuade and motivate.

Hence all public relations writing should begin with the question, How does this help the organization attain its objectives? For example, does a product news release point out the advantages of the company's new product and how can it benefit a poten­tial customer? The editor of a company employee newsletter must also consider com­pany objectives when planning various articles. If the company wants to increase em­ployee productivity, the editor may decide to run several features about employees who are outstanding workers.

□ Words and word-combinations

1. objective — цель; объективный, непредвзятый to attain objectives — достичь цели

2. audience — аудитория (радиослушателей, телезрителей)

3. channel — канал; телевизионная сеть; сеть телевизионного вещания, те­лесеть

4. information — информация, сообщения; знания, осведомленность to gather information — собирать информацию

to process information — обрабатывать информацию to synthesize information — синтезировать информацию to present information — подавать информацию

5. to provide news — предоставлять информацию

6. subscriber — подписчик

7. viewer — зритель

8. listener — слушатель

9. news media — средства массовой информации; средства распростране­ния последних новостей

10. customer — клиент, заказчик

11. to run several features — провести несколько передач; дать несколько занимательных статей