1_22 / 119
.docПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ
119
News agency. News gathering and distribution service, usually computerised, such as Press Association (UK domestic news), Reuters (foreign news), UPITN (TV news), Associated Press (American), Tass (Russian), Two-Ten Communications. The latter distributes company news for a fee.
News desk. Part of newspaper office which receives news from various sources such as reporters, wire services, PR practitioners and so on.
News hole. The space available in a publication for the placement of news and features.
News release. Information sent to a medium in the hope that it will be published or broadcast.
News story supplied to the media by a PR source. Should resemble a news report as printed in the press. Subject should be in first few words. Opening paragraph should summarise whole story and should be capable of telling basic story even if nothing else is printed. See Seven-point formula.
Newsprint. Poor quality absorbent paper made from mechanical pulp and used for printing newspapers and some magazines.
No comment. Negative statement which should be avoided. Journalists should not be snubbed and are entitled to even a generalised answer.
Number. Single issue of a journal. Occasionally there may be a 'special number' on a particular topic.
О Off-the-record. Statement made to journalist unofficially. Best avoided in general PR interviews as stricture may be overlooked, but normal when dealing with non-attributable sources like politicians when journalist will refer to say 'A usually reliable source'. See lithography, web-offset litho.
Offset. A common printing method using the process of film negatives to make the printing plates. Materials for offset printing must be camera-ready.
Offset-litho. See lithography, web-offset litho.
Old face, old style. Early 17th century type of style with sloping thickness to sides of letters like O. See modern face.
Online. Describing a computer database that can be accessed directly through a device called a modem to tap information no matter where the database or the user is located.
On-line computing. Direct telephone line link between journalist and newsroom, or between DTP editor and printer. v
On-screen layout. Direct input of layout and other cor% into a computer or DTP system, and viewed on computer screen. Can often be viewed on computers or terminals throughout the newspaper or magazine editorial department, PR department or printing organisation.
On-the-run. While printing presses are running. As when full-colour is printed in a continuous run on a web-offset-litho (see) machine.
Op-ed. Short for opposite the editorial page. The op-ed page contains the views and opinions of individuals who are not on the staff of the newspaper.
Opposite editorial. Tactic of placing corporate (see), issue or advocacy advertisement on, say, leader page of a newspaper. Used very effectively by Mobil in the USA and described by Herb Schmertz in Goodbye to the Low Profile.
Opinion leaders, formers. People who express their opinions about subjects, and may be regarded as authorities. Can be anyone who influences others, from parents to politicians.