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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ 109

Е Edit suites. Studios for video post production such as editing, titling, computer graphics.

Edition binding. System of binding in signatures (sets) of 16 or 32 pages sewn together, glued to bookback and then bound into covers.

Editor. The person on the staff of a publication who decides what to publish. The job often includes management of reporters and selection of material that is to be published.

Editorial. A statement of opinion by the publication or broadcast outlet about a current issue or situation. Also, the space devoted to news and information in a publication, as opposed to space used to display paid advertising.

Egyptian. Slab or square serif typeface, serifs same thickness as rest of character as with Cairo, Karnak, Rockwell typefaces.

EIBIS International. Long established international press service which distrib­utes translated feature articles and news releases to foreign press.

Electronic mail. Messages transmitted from one computer terminal to another rather than delivered by telephone or messenger. Also referred to as E-mail.

Electronic media. Newscaster, radio, TV, VCR and via the Internet.

Electronic publishing. The transmittal of newsletters, news releases, and reports via computers linked in a network.

Elitist media. In developing countries, media which appeal to better educated or wealthier minority, as distinct from radio and folk media (see)

Embargo. Request to editor not to print a story before a stated date and time. Frivolous use invites rejection. Should be a privilege to editor to have mate­rial in advance e.g. advance copy of a speech or report. Acceptable when international time differences need to be observed.

Employee newspaper. Internal house journal (see), often tabloid (seejformat, but may be A4 magazine.

Evaluation of results. Assessment of achievements of a PR program. Tangible PR based on measuring or observing whether targets were met or objectives achieved. If a PR programme sets out to achieve specific results the degree of success or otherwise can be evaluated at the end of the campaign period by means of experience, observation or scientific method (marketing re­search (see)).

Eventing. The systematic organisation and implementation of a program of PR events in order to influence, educate and inform targeted publics (see). Includes press conferences, facility visits, dealer seminars, and participation in exhibitions.

Exclusive. Material appearing in only one publication. Unwise to grant exclusive on news stories or pictures, but signed feature articles (see)are exclusives. Syndicated articles (see) are not.

Expanded. Broad or extended typeface.

Expenses. Cost of travelling, meals, hospitality, hotel bills, and other reimburse­ments at cost and recoverable from client or employer.

External house journals. Those addressed to external readerships such as distrib­utors, customers, specifiers, or shareholders. One of the oldest forms of house journal, more prevalent in the USA than in the UK. Must avoid looking like sales literature and should resemble commercial publications.

External publication. A publication designed to be read by persons not employed by the sponsoring organization. (Compare internal publication)