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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

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quarterly earning report, the appointment of a key executive, the layoff of workers. Any delay in conveying this information to the news media runs the risk of being rejected as "old news".

Another aspect of timeliness is offering information within the context of events and issues that are already on the public agenda. Auto club and insurance companies, for example, have excellent placement success with articles about safe driving just be­fore a long holiday weekend. Because Christmas-time is the major season for purchas­ing children's toys, the media are receptive to news releases from manufacturers about new toys on the market and what kinds of toys are setting sales records. Consumer groups also use the context of Christmas to issue warnings about the safety of some toys.

Prominence

The news media rarely cover the grand opening of a store unless a celebrity is involved.

Another way of looking at prominence is to remember that "names make news". People are interested in other people, particularly if they are prominent or known in some way. The success of People magazine proves the point.

Although the media are invariably attracted to the presence of movie stars, rock stars, and pro athletes at an event, other types of prominent people also make news.

Note that prominence is not restricted to people; it extends also to organizations. Large multinational corporations like IBM or Exxon automatically get more media attention because they control so many resources and affect so many lives. If you work for a smaller, less prominent company, you will have to try much harder to get media coverage.

□ Words and word-combinations

1. to constitute news — составить (построить) новости

2. to generate information — производить, подавать информацию

3. to appeal to — привлекать, притягивать; нравиться

4. timeliness — своевременность

5. prominence — известность; значительность

6. proximity — близость, доступность

7. significance — важность, значительность

8. human interest — интерес широкой публики

9. newness — новизна

10. to issue — издавать, выпускать, опубликовать

11. quarterly earnings — заработки за квартал

12. a key executive — важное лицо в правительстве (государстве) или в руко­водстве фирмы

13. layoff — увольнение

14. to convey — передавать

15. to be on the agenda — быть включенным в повестку дня

16. placement — размещение

17. to set sales records — установить рекорд продаж

18. to cover an event — освещать событие

19. to get coverage — получить освещение в прессе и других средствах массо­вой информации

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