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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

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В Backgrounder. A compilation of information about an organization, a problem, a situation, an event, or a major development. It is given to the media to provide a factual basis for news to be published or broadcast.

Benchmark study. A study of public attitudes and opinions at a definite time, typically before and after a public relations campaign.

Benn's Media Directory. First published 1846. Two-volume world media guide, listing editorial details of some 12,000 UK publications and more than 23,000 overseas, plus other media information.

Big Bang. Deregulation of London Stock Exchange on 27 October 1986, ending division between jobbers and brokers. Resulted in tight rules on insider trading (see), and banning of sensitive embargoed financial news releases. See Company News Service.

Bio. Short for biography. A brief biography, often supplied in a press kit or as part of the printed program for an event.

Bleed. Print carried to edge of page, and achieved by printed area being larger than final page so that it can be trimmed or bled off.

Book face. Typeface used for text of editorial, books. Usually a serif (see)face since easier to read in the mass than sans serif (see)type. Examples: Times, Plantin, Palatino.

Book style. Traditional and most legible way of typing and setting text matter. First paragraph not indented. Succeeding paragraphs indented, until a sub­heading occurs when procedure repeated.

Booker. A publicist whose assignment is to place clients on talk shows and in other public events.

Broadsheet. Large page newspaper format, like the London Times, printed across the breadth of the web of newsprint. The other format is tabloid (see) like the Daily Mirror.

Business press. Newspapers and magazines read mostly by businessmen, e.g. Financial Times, The Economist and Investor's Chronicle but also serious newspaperss with considerable business sections such as The Times, Daily Telegraph, The Independent, Sunday Times, etc. See Quality Press.

By-line. Name of journalist credited with a newspaper report, and printed below headline.

С Camera-ready. Suitable for duplication through offset or laser printing.

Capital letters. Known as "caps"; should be used sparingly in editorial material and restricted to names of organizations, people's names, geographical place names, registered names, but only for a very few top people's names and not business or job titles. Whole words or brand names should not be spelt entirely in caps.

Caption, photo. All photographs should have a caption fixed to the back, usually with Sellotape. Wording should state what the picture cannot say for itself, and include name, address and telephone number of the sender (not the photographer). Pictures should not be pasted on a sheet of paper or on a news release. Flapped captions are liable to become detached.

Ceefax. BBC not-commercial teletext service. See Teletext.

Centre Europeen des Relations Publiques. CERP. European federation of pub­lic relations organizations.