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50 WELCOME TO THE WORLD OF PUBLIC RELATIONS

В. Proximity

Surveys have shown that the news releases most acceptable to media gatekeepers are those with a local angle. These stories are custom tailored for an organization or an individual's local newspaper. Typically, the local angle is in the lead and top half of the release.

Obviously, the local angle — proximity — has strong news value. Whenever pos­sible, it is important to "localize" information. Publicists should take the time and extra effort to tailor national information by including the names of local dealers, retailors, and other area representatives for the news media serving a particular city or the surrounding area.

Significance

If a situation or an event is likely to affect a substantial number of people, it is significant. An increase in the price of heating oil is significant in the Northeast, where many homes are heated by oil. However, this news is not very significant in the West, where most homes are heated by gas. However, an increase in the price of gasoline receives a great deal of local, regional, and national coverage because it affects almost every family.

In judging significance, you must know not only the numbers of people affected but also who will be affected. A requirement that filling stations install equipment to reduce the amount of gasoline vaporized into the atmosphere was of minor interest to the public, but it was extremely significant to the oil companies and service station owners because of added costs. Consequently, the general press gave the new requirement a few paragraphs, whereas it received extensive coverage in oil industry publications.

Unusualness

Anything out of the ordinary normally attracts press interest and public attention. Activist groups like Greenpeace and animal rights advocates often generate news cov­erage by staging demonstrations with protesters wearing animal costumes or conduct­ing a mock funeral procession.

Unusual events and situations are often created solely for the sake of publicity.

□ Words and word-combinations

1. to tailor stories for smb — приспосабливать, обрабатывать информацию

1. to be in the lead — газетная информация, помещенная на видном месте; наиболее важная информация (в последних известиях)

2. to be in the top half of the release — информация, помещенная в верхней части первой страницы газеты

3. to receive local, regional, national, major extensive coverage — получить освещение в местном (региональном, общенациональном) масштабе; получить широкое освещение

2. added costs — добавочная стоимость