8. Paraphrase the italicized words:

1) Words trigger images and feelings.

2) Coined from the initial letters of the name of some organization or cause, an

acronym can in some cases be highly useful.

3) Relief organization attempt to galvanize public concern to attract donations.

4) A news release crammed with them (numbers) tends to overwhelm the reader.

5) A testimonial might also be a satisfied customer who raves about the quality

the product.

6) A campaign to curtail cigarette smoking might feature a popular athlete who

doesn't smoke.

9. Insert prepositions:

1) The symbol is recognized and associated..........the care and help given…

the organization.

2) Environmental organizations make a point..........providing information...

how to write..........your legislator.

3) Another good reason..........acronyms is the shortening..........a lengthy name.

4) Thus we read..........the daily life..........someone..........AIDS, the family...

welfare who is suffering.................... state cuts..........spending, or :

frustrations..........a middle manager who is unemployed..........the и

time..........her career.

5) { It} graphically illustrates the need..........aid.

6) People are also interested..........what product ranks number one..........cost

satisfaction or what airline is first..........service or leg room.

7) ..........some reason, people seem to be awed..........statistics.

10. Explain the following statements:

1) The name is totally unenlightening.

2) It makes a succinct political point.

3) People are motivated by theatrics and a good story. They are moved by bold

action and human drama.

4) People are also interested in what product ranks number one in cost satisfaction

or what airline is first in service or leg room.

5) Large numbers alone are cold and impersonal and generate little or г emotional

involvement.

11. Comment on the following statements:

1) "Some words create very positive impressions in people's minds".

Can you give any examples in Russian?

2)"Saying that 3 million Africans are starving isn't as persuasive as describing young mother in Somalia sobbing over the lifeless form of her skeletal baby

Readers and viewers can identify with the mother's loss... The idea is to

personalize suffering and tragedy".

What do you think of the moral aspect of humanizing an issue?

12. Topical questions:

1) What do you know about the Red Cross, its history and activities?

2) Do you know any acronyms in English or in Russian which you find useful What about slogans?

3) Is Greenpeace familiar to you?

What do you think of its methods and policies?

Are there any environmental organizations in Russia?

13. Here are some ideas related to persuasive writing.

What do you think of them?

Prove your point of view.

1) Positive appeals are generally more effective than negative appeals, in terms of both retention of the message and actual compliance with it.

2) Messages presented on radio and television tend to be more persuasive than those seen in print. If the message is complex, however, better comprehension is achieved through print media.

3) The print media are more appropriate for conveying detailed, lengthy information; broadcast channels are best for presenting brief, simple ideas. Television and radio messages tend to be consumed passively, whereas the print media allow for review and contemplation.

4) Strong emotional appeals and the arousal of fear are most effective when the audience has some minimal concern about or interest in the topic.

5) Highly fear-arousing appeals are effective only when some immediate action can be taken to eliminate the threat.

6) With highly educated, sophisticated audiences, logical appeals, using facts and figures, work better than strong emotional appeals.

7) Altruistic needs, like self-interest, can be a strong motivator. Men are more willing to get physical checkups for the sake of their families than for themselves.

8) A celebrity or an attractive model is most effective when the audience has low involvement, the theme is simple, and broadcast channels are used. An exciting spokesperson attracts attention to a message that would otherwise be ignored.

PART lll

A major purpose of many public relations programs is to provide news and information to the media in the hope that it will be published or broadcast. The resulting coverage is called publicity. The public relations writer who writes and places stories in the media is commonly referred to as a publicist, although most public relations firms and corporations don't use the term in official job titles. The term "publicist" or "press agent" is more common in the entertainment industry, but the role in the communication industry is the same.

Media Coverage and Barriers to if

The purpose of media coverage, from an organization's standpoint, goes beyond. just news and information. Publicity is designed to advance the organization's goals. This may be to create favorable attitudes and opinions about the organization its products, or its services. In many cases, publicity is strongly marketing oriented and designed to generate sales.

There are several barriers to getting publicity in the media. Some of them are as follows:

1. Publicity Versus Advertising. Reporters and editors ultimately decide whether an organization's information qualifies as news and is worthy of being published or broadcast. They may choose to change the order of the information, delete parts of or even completely rewrite it. Thus a two-page news release from a company may be published as a full story, a one-paragraph news item, or not at all. Advertising copy has no such barrier. The organization buys the space in which the advertisement will run and the ad appears exactly as submitted. The material is handled by the advertising or sales department of the newspapers or broadcast station, not the news department.

Words and word-combinations

1. coverage — показ, передача, репортаж

2. publicity — содействие популярности: "паблисити" (с привлечением вни­ - мания широких слоев населения к личностям, товарам или услугам с ис­пользованием средств массовой информации); информация, используе­мая для придания известности или популярности отдельным личностям, товарам, услугам

3. story — (ам.) газетный материал, сообщение в печати (очерк)

4. publicist — публицист; агент по рекламе

5. entertainment industry — индустрия развлечений

6. communication industry — индустрия коммуникации

7. standpoint — точка зрения

8. to advance a goal — выдвигать (ставить) цель (задачу)

9. to create favorable attitudes and opinions — создавать благоприятную оцен­ку и мнение

10. marketing — маркетинг; политика в области сбыта

11. to generate sales — производить реализацию товара

12. advertizing — реклама; передача рекламы; рекламное дело; рекламная деятельность

13. advertisement = ad — реклама; объявление

14. to submit an advertisement — представить рекламу

15. to run an advertisement — показывать рекламу; публиковать рекламу

16. to handle the material — иметь дело с материалом; трактовать материал

17. advertising department — отдел рекламы

18. sales department — отдел реализации

19. news department — отдел информации

B. 2. Shrinking News Holes. The recession in the early 1990's left many publications scrambling for advertising dollars, which directly affected the news space available. Many periodicals have cut back on pages and have consequently reduced the news hole. The result is increased competition for getting your publicity accepted and pub­lished. A newspaper or trade magazine editor, for example, has hundreds of news releases and story ideas for every edition, and only a few can be used.

3. Changing Nature of the Mass Media. The mass media are becoming increasingly fragmented, meaning that they no longer offer the opportunity of reaching large num­bers of people in a single effort. The "one size fits all" news release is dead. In addition, evening papers have died in many cities, morning papers have lost circulation.

4. Information Overload. Our society is experiencing widespread information clut­ter. The decline of the mass media has been accompanied by a proliferation of more specialized media — weeklies, trade newspapers and magazines, cable channels, elec­tronic online databases — that all compete for the individual's attention. As a conse­quence, your organization's news, even if it does get published or broadcast, may never get the attention of the audience. To use a metaphor, your story is only one tree in a vast forest.

Despite these barriers, the news media are indispensable if the organization's ob- jective is to inform, persuade, and motivate various audiences. You, however, must recognize the barriers and do several things to make your efforts more effective. The include (1) targeting the right media with your information, (2) thinking continuous about the interests of the readers or listeners, (3) keeping in mind the objectives of the client or employer, and (4) exercising creativity in thinking about how to present information that will meet the requirements of media gatekeepers. Also, don't try to blanket the media with a blizzard of news items.

To work effectively, you must understand what makes news, how to find it, an; how to generate it

□ Notes

Versus — (Лат.) (обыкн. сокращ. V) против (юр. или спорт.); в сравнении с

□ Words and word-combinations

1. news hole — место, отведенное под информацию

2. news space — количество строк, отведенное под информацию

3. periodicals — периодические издания

4. to cut back on pages — сократить количество страниц в периодически издании

5. competition — конкуренция, соревнование

6. "one size fits all" news — новости, удовлетворяющие все вкусы (интересы).

7. circulation — тираж

8. overload — перегрузка, перенасыщение

9. information clutter — мешающая информация, мешающие сюжеты (избыток в передаче непрограммного материала между различными шоу : рекламные вставки, титры, различного рода объявления, анонсы — все, что может раздражать телезрителя и снизить действенность рекламы информационный хаос

10. a weekly — еженедельное периодическое издание

11. cable channel — канал кабельного телевидения

12. indispensable — необходимый; обязательный

13. to target — нацелить

14. to meet the requirements — отвечать требованиям

15. gatekeeper — цензор (чаще всего цензором является продюсер, издатель и другие лица из руководящего состава, ответственные за окончательный выпуск программы)

16. to blanket — зд. "забросать" (в большом количестве) новостями

EXERCISES

1. Look up the pronunciation of the following words:

a barrier , versus, worthy, a consequence, a metaphor, vast.

2. Give English equivalents:

с точки зрения к.-л., выходить за пределы, сохранить количество

страниц, тираж, распространение, перегруженность информацией,

отвечать

требованиям, представить информацию, предоставить возможность, та­ким

образом

Reproduce them in situations from the text.

3. Give Russian equivalents:

to refer to smb, to qualify as smth, to be worthy of, to delete, to submit, to handle

the material, to shrink, indispensable, to compete for smth, to exercise creativity. Use them in situations of your own.

4. Translate in writing:

1) The first paragraph of the text

2) The paragraph beginning with the words: "Changing Nature of the Mass

Media"

5. Give synonyms:

ultimately, to affect, to reduce, a consequence, vast, despite, commonly, a

standpoint.

6. Give antonyms:

official, completely, to increase, the decline, common, worthy, available, to reduce.

7. Answer the questions:

1) What is the main purpose of many public relations programs?

2) What is publicity?

3) What is publicity designed to do?

4) Who decides whether an organization's information qualifies as news and is worthy of being published or broadcast?

5) Which departments of the newspaper or broadcast station handle advertisements?

6) What is the result of the fact that many periodicals have cut back on pages? 7)Why are the mass media becoming increasingly fragmented?

8) What has the decline of the mass media been accompanied by?

9) Why are the news media indispensable, despite the barriers?

10) What must a public relations writer understand to work effectively?