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WELCOME TO THE WORLD OF PUBLIC RELATIONS

• Major public relations materials (brochures, pamphlets, newsletters, videotapes, and position papers) should be copyrighted if only to prevent unauthorized use and copying of the format by competitors.

• Copyrighted material intended to advance the sales and profits of an organiza­tion should not be used unless permission is obtained.

• Copyrighted material should not be taken out of context, particularly if it im­plies endorsement of the organization's products or services

• Reprints of an article should be ordered from the publisher.

• Permission must be obtained from the copyright owner to use segments of popular songs (written verses or sound recordings)

• Permission is required to use segments of television programs or motion pic­tures.

• Photographers retain rights to negatives, and permission must be obtained to reprint photos for uses other than originally agreed on.

• Photographs of celebrities living or dead cannot be used for promotion and publicity purposes without permission

• Permission is required to reprint cartoons and cartoon characters. Cartoons, like other artwork and illustrations, are copyrighted.

• Government documents are not copyrighted, but caution is necessary if the material is used in such a way as to imply endorsement of products or services.

• Private letters, or excepts from them, cannot be published or used in sales and publicity materials without the permission of the letter writer.

□ Words and word-combinations

1. competitor — конкурент, соперник

2. to retain rights to negatives — сохранять права на негативы

EXERCISES

1. Look up the pronunciation of the following words:

personnel, a theme, an except, plagiarism, a sculpture, pantomime, concrete, to bear, lengthy, a brochure

2. Give English equivalents:

кража, в рамках, исказить смысл, напоминать ч.-л., торговая марка, от­рывок (выдержка), музыкальные произведения, широкое использование, предосторожность, конкурент

Reproduce them in situations from the text.

3. Give Russian equivalents:

unasssailable, virtually, to profit from smth, to obtain commercial advantage, to extend to smth, a lyric, a bar of a tune, to retain rights, to bear a notice, overall, to advance the sales and profits, to imply, an unauthorized use Use them in situations of your own

4. Translate in writing

1. The first two paragraphs of the text

2. The sector Guidelines for Using Copyrighted Materials