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54 WELCOME TO THE WORLD OF PUBLIC RELATIONS

6. Give antonyms:

minor, contrary to, substantial, normally, ordinary, to advocate, significant, to reduce.

7. Answer the questions:

1. What do aspects of news include?

2. Why is timeliness the most important characteristic of news?

3. What kind of people can make news?

4. What have surveys shown as far as proximity is concerned?

5. What kind of situation or event can be called significant?

6. Are unusual events and situations specially created sometimes?

7. Why do the news media often focus on the lives of the rich and famous?

8. How does conflict create news?

9. What words do advertising and marketing people find most useful?

10. What is the first step in the process of finding news?

11. What may lead a public relations writer to a story?

12. What are external news sources?

8. Paraphrase the following statements:

1. Typically, the local angle is in the lead and top half of the release.

2. A journalist may focus on the plight of one welfare family...

3. ... you must be alert to clues and hints as well as hard facts.

9. Explain the grammatical structure of the following sentences.

Think of your own sentences with the same structure using the active words and expressions.

1. A requirement that filling stations install equipment to reduce the amount of gasoline vaporized into the atmosphere was of minor interest to the public.

2. People would rather listen to the problems of a welfare mother in her own words than view a series of bar charts showing the decline in state funding.

3. If a situation or an event is likely to affect a substantial number of people, it is significant.

10. Insert prepositions:

1) An increase the price heating oil is significant the North-East,

where many homes are heated oil.

2. A journalist may focus the plight one welfare family.

3. When two or more groups advocate different points view

a topic current interest, this creates news.

4) Organizations get coverage when they state a point view that is contrary

other points view.

5. You should constantly search something "new".

6. Talk a variety people, ask a lot questions, and constantly

be the lookout something new or different.

7) Public relations writers and personnel should be constantly ..the

alert events or situations that can be applied the employer or client.

11. Find in the text the expressions with the noun "coverage". Translate them and give your own sentences with each of them.