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ПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

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fanfare, or you can have a groundbreaking ceremony with the mayor and other digni­taries attending. In both cases, the situations would have happened if there were no publicity, but they benefit from the by-product.

You must look at every possibility in your organization with an eye toward public­ity. Can something be done? Can a meeting be held? Can the organization stage an open house, a plant tour, a parade? Can it give an award or a scholarship? Can it sponsor a contest or a team? Can it help other organizations? Can it help the local schools? If it is a large organization, can it do any of these things on a national or regional scale?

For any event there can be publicity both before and after. For a continuing event, there may be a stream of publicity throughout it.

Rallies and Protests

Few television stations or newspapers can resist covering a rally or a protest dem­onstration, each of which has high news value from the stanpoint of human interest and conflict. Moreover, rally or protest is event oriented and has action, which is ideal for television coverage and newspaper photographs.

In almost all cases, a demonstration is planned in advance. The manuals of activist groups, for example, point out that supporters should be asked to participate and bring placards and signs. In addition, the media should be contacted in advance to assure coverage. Prominent people and celebrities, if possible, could be asked to joint the march or give a talk at a rally. Prominence, as activists know, is another important news value.

□ Words and word-combinations

1. to generate publicity — привлекать внимание широких слоев населения; вызывать интерес

2. by-product — побочный продукт

3. a celebrity — знаменитость

4. to break the ground — начинать новое дело

5. to hold a meeting — проводить собрание

6. to stage an open house — провести день открытых дверей

7. to stage a plant tour — провести экскурсию по заводу

8. on a national scale — в масштабах страны

9. in advance — заранее

10. manuals — учебники, руководства

11. a groundbreaking ceremony — церемония закладки здания

С. Product Demonstration

The objective of a demonstration is to prove something. When General Electric demonstrated a new superconductor process, it got nationwide publicity. Lear garnered extensive media coverage by demonstrating a new general service aircraft, explaining that new materials had reduced the weight and a new design had increased the speed, making the new plane remarkably fast and fuel-efficient.