- •U nit 3 areas of friction
- •Vocabulary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •7) Make up a few sentences with the following words:
- •Vocabulary:
- •2) Translate the following words and combinations into Russian. Use them in sen tences of your own:
- •3) Translate the following sentences:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Write down 5 questions to the text beginning with:
- •9) Can you explain the following:
- •10) Agree or disagree:
- •11) Write down one sentence showing the main idea of the text.
- •Vocabulary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Agree or disagree:
- •11) Render the following item in English:
- •Vocabulary:
- •1) Find the English equivalents in the text:
- •12) Agree or disagree with the tips concerning handling tabloid reporters. Do you think it will really help you keep control of the situation? Start your sentence with:
- •7) Match the words which are opposite in their meaning:
- •8) Complete the sentences using the following words and word-combinations
- •12) Agree or disagree with the tips concerning handling tabloid reporters. Do you think it will really help you keep control of the situation? Start your sentence with:
U nit 3 areas of friction
Text A
The relationship between public relations and the media is based on mutual cooperation, trust, and respect. Unfortunately, that is not always the case. The following are some areas of friction.
Name-Calling
Many journalists openly disdain public relations people and call them "flacks", a derogatory term for press agents. It is somewhat akin to calling journalists "hacks". Due to protests from the public relations community, the Wall Street Journal has now adopted a policy that forbids the use of the word "flack" by reporters in their stories. Unfortunately, many other newspapers have not followed suit.
Journalists often refer to the activities or policies of organizations as "public relations gimmicks".
Excessive Hype and Promotion
Journalists receive hundreds of news releases that are poorly written, contain no news, and read like commercial advertisements. It is no wonder that after a while they form the opinion that the majority of publicists are incompetent.
Journalists also resent the use of gimmicks in sending materials to the news media.
These gimmicks are meant simply to separate the news release or press kit from the stack on the recipient's desk. However, gatekeepers complain that such gimmicks constitute gifts or "freebies", which their organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as keychains, T-shirts, and coffee mugs. In sum, if you're thinking about using a gimmick with a news release, carefully assess the recipient's potential reaction.
Notes:
the Wall Street Journal - влиятельная ежедневная политико-экономическая газета деловых кругов, крупнейшая по тиражу газета США (около 2 млн экз), регулярно занимает места в десятке лучших. Известна лаконичным стилем изложения новостей и авторитетным анализом тенденций деловой и финансовой жизни. Издается в Нью-Йорке, основана в 1889 г .
Vocabulary:
assess - оценить
be akin to smth. - быть сродни ч.-л.
derogatory - пренебрежительный, унизительный
disdain - презирать
excessive - чрезмерный
flacks - (si) презрительное прозвище людей, работающих в паблик рилейшнз,
«пиарщиков»
follow suit - последовать примеру
fordid, forbade, forbidden - запрещать
freeby - (si) небольшой подарок, бесплатная раздача образцов рекламируемого
товара
friction - трения, разногласия
gimmick - рекламный трюк, уловка
hack -(si) «писаки»
hype - шумная, крикливая реклама
minor - небольшой
promotion - продвижение, реклама
recipient - получатель
refer to - отзываться о ч.-л.
resent - возмущаться
stack - масса, куча
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
в какой-то степени; в принципе; вследствие ч.-л.; футболка; кружка; оценить; возможная реакция; плохо написанный; не содержать новостей; неудивительно; коммерческая реклама; быть предназначенным для ч.-л.
2) Find the words in the text which describe or mean the following:
1. a trick or smth unusual that you do to make people notice someone or something -
disagreement or angry feelings between people -
something that you are given free, usually something small and not expensive
very similar to smth. -
insulting and disapproving -
3) Translate the following sentences into Russian:
Pay is a continuing source of friction with the workers.
Psychologists will assess the child's behavior.
He disdains New York and the art that is produced there. 4.I resented having to work such long hours.
5. At that time, the state law forbade the teaching of evolution.
4) Match the words which are close in their meaning:
due to |
despise |
akin |
disagreement |
forbid |
owing to |
disdain |
similar |
friction |
ban |
5) Match the words having the opposite meaning:
disdain |
different |
forbid |
sender |
akin |
respect |
recipient |
minority |
majority |
allow |
6) Insert prepositions, where necessary (by; in; of; of; in; to; from):
1. Journalists also resent __the use gimmicks sending materials the news media.
2. Due protests the public relations community, the
Wall Street Journal has now adopted a policy that forbids the use
the word "flack" reporters their stories.
3. Many other newspapers have not followed suit.