Vocabulary

under one roof— под одной крышей

editorial department — редакционный отдел

editorial content — редакционные материалы

to set its character — определяет их характер

sales department — отдел продаж

earns income — приносит (зарабатывает) доход

advertisement space — место для рекламы

circulation figures — цифры тиража

readership figures — данные аудитории

forecast sales — прогнозировать продажи

required number of copies — необходимое число

wholesalers — оптовые покупатели, оптовики

newsagents — сетевые распространители

street vendors — уличные продавцы

organising distribution — организовывать распространение

by rail — по железной дороге

distinctions — отличия

editorial matters — редакционные вопросы

151

separate functions — отдельные функции

editorial coverage is offered — предлагается журналистское освещение

to be kept apart — держаться отдельно

worth printing — заслуживают публикации

worth buying — достойны (заслуживают) покупки

Questions to the text

1. What are four functions of the publishing house?

2. What is the function of the editorial department?

3. What is the function of the advertisement or marketing depart­ment?

4. What is the function f the production department?

5. What department has to forecast sales?

6. What is the function of the circulation department?

7. What department does the PR specialist work with?

8. Can PR manager buy advertising space?

9. What should be kept apart and why?

Exercise A. True or false

1. Publishers are like four different businesses under one roof.

2. The editorial department produces editorial content of the jour­nal.

3. The cost of the advertisement space depends on the number of copies sold and number and kind of readers.

4. Advertisement department can also be called a marketing de­partment.

5. Production department manages the printing of the journal.

6. Circulation department is another sales department.

7. Circulation deparment has the responsibility for selling copies through its circulation representatives.

8. Circulation department organizes distribution of the copies by road only.

9. PR specialist works with all four departments.

10. A PR story is published because the advertisement space is worth buying.

Exercise B. Finish the sentences

1. Publishers are like four ...

2. The editorial department ...

152

3. The advertisement or marketing department is a ...

4. Production department manages the printing of the journal which ...

5. Circulation department organizes distribution by ...

6. The PR specialist works with the ...

7. The PR practitioner should not talk to an editor about ...

8. PR specialist should not try to buy ...

9. A PR story being published because it is ...

Exercise C. Translate into English:

1. Издательство— это четыре разных организации под одной крышей.

1. Редакционный отдел создает содержание журнала.

2. Отдел рекламы или маркетинга— это отдел продаж.

2. Стоимость площади рекламы зависит от тиража и состава читательской аудитории.

3. Производственный отдел издательства управляет процессом печати журнала.или газеты.

4. Отдел подписки отвечает за продажу экземпляров оптовым покупателям, газетным киоскам и уличным торговцам.

5. Отдел подписки отвечает за организацию распространения (доставки) тиража автотранспортом, железнодорожным транс­портом, водным транспортом и воздушным транспортом.

6. Если менеджер по связям с общественностью отвечает так­же и за рекламу, он не должен разговаривать с редактором о рекламе и с менеджером по рекламе о редакционных во­просах.

7. PR-материал публикуется, потому что стоит того, чтобы быть опубликованным, а реклама покупается, потому что стоит того, чтобы быть купленной.

Exercise D. Discussion

1. What is, in your opinion, the most important department? Please, use concrete examples and arguments.

2. Are the editorial and advertisement sides of publishing kept apart in your country?

3. What information about the media is more important for PR purposes than the other— profile of readers, area of circula­tion, circulation figures, cost of advertisement space or editorial philosophy? Use examples to support your opinion.

153

Lesson 8. PRESS RELATIONS

Text A How to achieve Good Press Relations Text В How news is gathered

Text A How to Achieve Good Press Relations

Among principles how to achieve good press relations are:

• By helping the media PR practitioner will be able to cooperate with the media. He or she will create a two-way relationship.

• By establishing a reputation for reliability. Accurate material should be supplied where and when it is wanted. Journalists will then know the best sources of accurate information and the two-way relationship will be cemented.

• By supplying good copy. For instance, supplying good properly captioned interesting pictures. News releases should need little rewriting.

• By cooperation in providing material. For example, arranging press interviews with management when requested.

• By providing information. For example, allowing journalists to see things for themselves.

• By establishing personal relationships with the media. These should be based on frankness and mutual professional respect. Conflicting responsibilities and different loyalties

The last point deserves a little discussion. It has to be acknowl­edged that the PR specialist and the journalist have different, and sometimes contradictory jobs.

The PR practitioner's first responsibility is to the client or em­ployer, if this does not contradict professional ethics, the law and the public interest. The PR practitioner's job is to carry out the agreed PR programmes, the aim being to gain maximum knowl­edge and understanding of the client's or employer's organisation, products or services.

The journalist's first responsibility is to the publisher, whose policy he or she must follow. It can be that what readers want to read and listeners want to hear and viewers want to watch is not what the PR practitioner wants to publish or broadcast. Disasters are often more exciting than successes and most audiences want to watch or entertainment stories rather than serious news.

154