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WELCOME TO THE WORLD OF PUBLIC RELATIONS

Contests

A common device for generating news is the contest. In fact, it is often advised that "if all else fails, sponsor a contest".

How successful each of these is in generating news often depends on the city and the scope of the local media. Most major newspapers and broadcast outlets ignore most of these contests, but weekly papers in smaller towns often thrive on such material.

Personal Appearances

Two kinds of personal appearances generate news. First is the kind where news is incidental to something else. Second is the appearance where news is the only objective. Most typical of the first type is the situation where someone makes a speech to an organization. If the president of a company addresses the local chamber of commerce, he will be heard by all who attend the meeting.

The audience for the speech, however, may be greatly increased if the media are supplied with copies of the speech or news release summarizing what was said. As a general rule, every public appearance should be considered an opportunity for news both before and after the incident. And, of course, there should always be an effort to get reporters to attend the meeting and get the story themselves.

□ Notes

Campbell-(Campbell Soup Co) — компания по производству пищевых продук­тов, зарегистрирована в 1922 г., свою историю ведет с 1869 г. Управление корпорацией находится в г. Калуене, шт. Нью-Джерси. General Electric — " Дженерал Электрик", компания по производству элект­ротехнического оборудования, основана в 1892 г. Правление находится в г. Фэрфильде, шт. Коннектикут.

Lear — Уильям Лир, инженер-электронщик и промышленник. В 1962 г. осно­вал корпорацию "Лир Джет" (Lear Jet Corp.), которая стала ведущим произ­водителем частных реактивных самолетов.

□ Words and word-combinations

1. to get nationwide publicity — получить известность по всей стране

2. contest — соревнования, конкурс

3. broadcast outlets — теле- и радиоканалы

4. public appearance — появление на публике

5. to address the chamber of commerce — выступить перед торговой палатой

EXERCISES

1. Look up the pronunciation of the following words:

to orchestrate, automatically, broccoli, descending, routine, fanfare.

2. Give English equivalents:

получать выгоду от ч.-л., в национальном масштабе, побочный продукт, типичный для ч.-л., присудить премию, учредить стипендию, участники, поток информации, мэр, предоставить копии речи, суммировать.

Reproduce them in situations from the text.