8. Explain the grammatical structure of the sentences.

Use the same structure in the sentences of your own.

1) One rule was that the soup be used in the recipe.

2) In both cases, the situation would have happened if there were no publicity.

3) There should always be an effort to get reporters to attend the meeting.

9. Insert prepositions:

1) How successful each..........these is..........generating news often

depends..........the size..........the city and the scope..........the local media.

2) Weekly papers..........smaller towns often thrive..........such material.

3) Campbell's solved a problem..........its new cream..........broccoli soup

..........linking it..........President Bush's dislike..........the vegetable.

4) If it is a large organization, can it do any..........these things..........a national or

regional scale?

5) Most typical..........the first type is the situation where someone makes a

speech..........an organization.

10. Explain the following statements:

1) You must took at every possibility in your organization with an eye toward publicity.

2) At times, things that occur on a routine basis can become the focus of a special event.

3) The new media are often critisized for their "herd" instinct, but the fact remains that certain topics are "hotter" than others.

4) For a continuining event, there may be a stream of publicity throughout г

5) A rally or protest is event oriented and has action, which is ideal for television coverage and newspaper photographs.

11. Comment on the following statements:

1) Generating news often takes imagination and creativity, coupled with a strong ability to solve problems.

2) Creativity and imagination are essential attributes for writers and publicists.

However, these things are difficult to teach and even more difficult to learn.

12. Topical questions:

1) Do you agree with the list of topics which generate the most interest on the part of editors? Could you add any more topics to this list?

2) Can you think of any special event to generate publicity?

3) What sort of contests do you know?

13. Develop the following statements:

1) News does not just happen. Creativity and imagination are required to generate publicity.

2) Some opportunities for generating publicity include trend stories, special events, protests and rallies; product demonstration, contests, and personal appearances.

PART lV

A

То be effective and persuasive, public relation writing must be conducted within a legal and ethical framework. First, you must understand legal concepts so as to know what you may do and what you must avoid. Careless work can lead to costly litigation for you and your employer. Second, you cannot produce and distribute publicity mate­rials that are credible and believable if you don't have a strong ethical and professional orientation. The public demands accountability and won't tolerate mere "puffery".

Examples of Legal Problem

As a public relations writer, you represent the management of your organization. What you release is interpreted as the voice of management, Nevertheless, you can be held personally liable for any statements that cause defamation or violate the guidelines of state regulatory agencies. Actions are ordinarily brought against the top officials of an organization, but remember that you can be named as a co-defendant.

To protect yourself, you should be sure that the facts you are given are accurate. It is no excuse to say, "The boss told me that was so". In a trial, you must be able to prove that you made a reasonable effort to verify information.

Among the actions for which you might be liable are the following:

• Disseminating information that a court or regulatory agency finds misleading, untrue, or damaging

• Participating in an illegal action

• Counseling or guiding policy to accomplish an illegal action

• Setting up an organization whose real identity is concealed.

□ Words and word-combinations

1. puffery — навязчивая реклама; дутая реклама

2. within a legal and ethical framework — в юридических и этических рамках

3. litigation — юр. судебный процесс, судебное дело, тяжба

4. to distribute — распространять, распределять

5. credible and believable — заслуживающий доверия и правдоподобный

6. to demand accountability — требовать отчета

7. to release — выпускать

8. to be held liable for smth — быть ответственным за

9. to cause defamation — явиться причиной диффамации

10. to violate — нарушать

11. a co-defendant — юр. соответчик

12. a trial — судебный процесс

13. to verify information — проверить информацию

14. to disseminate information — распространять информацию

15. misleading — вводящий в заблуждение

16. damaging — наносящий ущерб

B.

Libel and Slander

Any false statement about a person that is printed or broadcast and tends to bring on this person public hatred, contempt, or ridicule or to inflict injury on his or her business or occupation may be libel. If the statement is broadcast, it may constitute either libel or slander. If it is made to a third person but neither printed nor broadcast, it may be slander.

Any plaintiff in a libel suit must prove four points: 1) that the statement was published to others by print or broadcast; 2) that the plaintiff was identified or is identifiable; 3) that there was actual injury in the form of money losses, impairment of reputation, humiliation, or mental anguish and suffering, and 4) that the publisher of the statement was malicious or negligent.

With public figures — people in government or politics or who are much in the news — the test is whether the publisher of the statement knew that it was false or had a reckless disregard for its truth. The question of who is a public figure cannot be answered arbitrarily, and the courts are inconsistent on this. It often depends on the context.

With private figures — people who are not officials or prominent in the news — the test is whether the publisher of the statement was negligent in checking the truth of it. In quoting someone, for instance, be sure you state exactly what was said.

These few highlights only hint at the ramifications of libel law, For your protection and for the protection of your organization, you need to dig deeper into this subject.

Remember that you needn't use a name to commit libel. A recognizable descrip­tion serves the same purpose. If the subject remains unnamed but the public knows who is being talked about, there may be grounds for a libel case.

□ Words and word-combinations

1. libel — юр. письменная клевета

2. libel suit — иск о клевете

3. slander — клевета, злословие; юр. устная клевета, оскорбление

4. hatred — ненависть

5. contempt — презрение

6. ridicule — осмеяние, насмешка

7. to inflict injury —- причинять вред

8. plaintiff — истец

9. money losses — денежные убытки, финансовые потери

10. impairment of reputation — нанесение ущерба репутации

11. humiliation — унижение

12. mental anguish — душевные страдания

13. malicious — злобный, предумышленный

14. negligent — небрежный, халатный

15. reckless disregard for — безрассудное пренебрежение к ч.-л.

16. arbitrarily — произвольно

17. inconsistent — непоследовательный, противоречивый

18. private figures — частные лица

19. highlight — основные моменты, факты

20. ramification of libel law — (части) ответвления закона о клевете

21. to commit libel — оклеветать, совершить поклеп

22. there may be grounds for a libel case — возможны основания для начала судебного дела.

EXERCISES

1. Give English equivalents:

в рамках законности, создать организацию, презрение, нанести ущерб предприятию, денежные потери, унижение, общественные деятели, час­тные лица, основания для ч.-л.

Reproduce them in situations from the text.

2. Give Russian equivalents:

to tolerate smth, an excuse, accountability, to accomplish an illegal action, identify, to tend to do smth, impairment of reputation, mental anguish, malicious, negligent, disregard for smth, to commit libel.

Use them in situations of your own.

3. Translate in writing:

1) The last paragraph of the sector Examples of Legal Problems

2) The first two paragraphs of the sector Libel and Slander

4. Give synonyms:

accurate facts, costly, real, top officials, negligent, to check the truth, mere, ordinarily.

5. Give antonyms:

credible, believable, to conceal, reckless, false, recognizable, legal, negligent.

6. Answer the questions:

1) In what way must public relations writing be conducted to be effective and persuasive?

2) What can careless work lead to?

3) Who are actions ordinarily brought against?

4) What should be done to protect oneself?

5) What are the actions for which one might be liable?

6) What is libel?

7) What is slander?

8) What points must any plaintiff in a libel suit prove?

9) What is the test with public figures?

10) What must you be sure of if you quote a private figure?

11) May there be grounds for a libel case if the subject remains unnamed?

7. Use the following combinations in the sentences of your own:

m isleading

u ntrue

d amaging information

c redible

believable

t o verify

to disseminate information

to provide

to spread

8. Give the derivatives of the following words and use them in the sentences of your own:

to tolerate —

to identify —

9. Make up your sentences with the following expressions:

to set up: a monument, a company, a government, a record, a principle.

10. Find in the dictionary some more expressions with the verb "TO SET"

11. Find in the text all the cases of Modal Verbs, translate them and explain their usage.

12. Insert the prepositions:

1) The courts are inconsistent... this.

2) It often depends... the context.

3) Among the actions... which you might be liable are the following.

4) Any false statement... a person that is printed or broadcast and tends to bring, this person public hatred, contempt, or ridicule or to inflict injury.., his or he: business or occupation may be libel.

5) The test is whether the publisher... the statement was negligent... checking the truth... it.

6) The test is whether the publisher... the statement knew that it was false or had a reckless disregard... its truth.

13. Explain the following statements:

1) The question of who is a public figure cannot be answered arbitrarily, and the courts are inconsistent on this.

2) These few highlights only hint at the ramifications of libel law.

3) What you release is interpreted as the voice of management.

14. Topical questions:

1) Can you give an example of any ethical problems related to public relations writing?

2) Do you remember any recent libel cases in this country or abroad?

15. Develop the following statements:

You are legally and ethically responsible for the information that you produce and distribute.

16. Comment on the following statements. Do you agree with them?

Prove your point of view.

1) To be effective and persuasive, public relations writing must be conducted within a legal and ethical framework.

2) You cannot produce and distribute publicity material that are credible and believable if you don't have a strong ethical and professional orientation.

17. Give a summary of the text.

UNIT

TWO

A.

Invasion of Privacy

In recent years, there has been a great increase in sensitivity to invasion of privacy. Laws have been passed and lawsuits have been filed in an effort to protect the privacy of individuals. In general, laws and lawsuits strive to prevent anyone from knowing anything about an individual that individual does not want to be known.

Protection of employee privacy can create problems. People are interested in peo­ple, and most people are willing to have favorable things said about themselves. The problem is to include the good things and avoid the others.

Much information to flesh out a story can be obtained by asking questions of each person involved, elicit facts that are interesting and favorable. After the story is written, show it to the person mentioned. If he or she objects to anything, take it out. Once the material has been approved, get the subject to sign it.

There may be times when a reporter will ask you for information about an employ­ee. In general, most companies have adopted a policy of merely confirming that a person is employed and in what position. You can also tell a reporter the date on which the employee first joined the firm.

Under no circumstances should you take it upon yourself to tell a reporter an employee's home address, marital status, or number of children, nor should you reveal any aspect of a job performance record. If the reporter wants to know such things, the best approach is to say that you will ask the employee to call. In this way, the employee knows that an inquiry has been made and can determine what information is to be divulged. It also lets you and the company off the hook in terms of protecting the employee's privacy.

Another way for a company to protect itself against employees' invasion-of-privacy suits is to have a standard biographical form that each one fills out. At the top of this form should be a clear-cut statement that the information provided may be used in company publicity and employee newsletters.

□ Words and word-combinations

1. invasion of privacy — вторжение в личную жизнь

2. to pass a law — принять закон

3. to file a lawsuit — предъявлять иск

4. to flesh out a story — собрать материал для сообщения

5. to elicit facts — выявлять факты

6. to approve the material — одобрить материал

7. to make an inquiry — сделать запрос

8. to divulge information — разглашать информацию

9. to fill out a form — заполнять бланк

10. a clear-cut statement — четкое заявление

11. newsletter — информационный бюллетень; информационное сообщен (в форме письма, адресованного конкретной аудитории)

B.

Releases for Advertising and Promotion

Using names and photos of people in advertising, product publicity, and promo- tions requires special handling and extra legal attention. These situations are not the same as the "implied consent" that is given when someone poses for a news story in the organization's employee magazine or newsletter.

The courts have consistently ruled that a person's right of privacy is violated when photos or names of individuals are published without prior written consent for commercial purposes or purposes of trade.

This situation reinforces the point that everyone whose picture, quote, or name being used in an advertisement or a sales brochure must give explicit written consent. Courts have also ruled that product news releases are primarily for "purposes of the and are covered under many of the same guidelines applied to advertising.

In addition to a signed consent form, individuals are usually offered a cash payment. If the person is prominent, the fee may be large, perhaps thousands of dollars. Celebrities and professional models, who are often used in advertisements, usually have agents who negotiate substantial fees

Signed consent forms and releases usually cover a specified period of time that the person's name or photo image can be used — as little as only six months or as long ten years. In the case of employees, it's always wise to have materials dated.

Consent forms for advertising can be complex. For most public relations purposes, however, a simple release will probably suffice, and pads of standard photo release can be purchased at camera stores. Your legal counsel may be able to provide forms tai­lored to your organization.

You do not need a release when the photo records a public event and a consider­able number of people are involved. But if that picture is later used for promotional purposes and individuals are identifiable, you should have releases.

□ Words and word-combinations

1. promotion — продвижение товара на рынок, стимулирование сбыта (с ис­пользованием рекламы)

2. "implied consent" — "подразумеваемое согласие"

3. to pose for a news story — позировать

4. to rule — постановить (в суде)

5. to violate the right of privacy — нарушить право на невмешательство в частную жизнь

6. a cash payment — плата наличными деньгами

7. substantial fees — значительные гонорары

8. to suffice — быть достаточным; хватать, удовлетворять

9. legal counsel — юрисконсульт

10. to provide forms — заготовить бланки (анкеты, образцы)

EXERCISES