Vocabulary

Newsworthiness — новостная значимость

to promise — обещать, давать повод надеяться

worth publishing — стоит того, чтобы быть опубликованным

improve — улучшать

give up their time — зд. терять свое время

to attend — посещать

press party — пресс-мероприятие

judge of newsworthiness — судья новостной значимости

to create an image — создавать имидж (образ,)

disappointed — разочарованный

quality — качество

harmful — вредный

forming a bad impression — формируя плохое впечатление

pity — жалость

contain self-praise — содержать самохвальство

contain — содержать

self-praise — самохвальство

to resemble — напоминать feature articles — статьи

below by-lines of journalists who are happy to accept PR stories as they own — зд. под именем и фамилией журналистов, которые готовы публиковать пиар-материалы, как свои собственные professional look — профессиональный вид mistakes — ошибки appropriate — подходящий

notices of new appointments— сообщения о новых "назначениях sufficient — необходимый to be annoyed — быть раздраженным deadline — последний срок сдачи материала, «дедлайн»

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Questions to the text

1. What is newsworthiness?

1. What are the questions to ask by PR specialists when testing all news releases?

2. Why are editors all over the world disappointed?

3. What kind of story should a good news release tell?

4. What is the easiest way to write news release?

5. What are the four things to make press relations better?

6. What is said about time when to send news release?

7. Why the editors may be annoyed?

Exercise A. True or false:

1. Newsworthiness means that press relations are good.

2. All PR specialists should judge their news releases, pictures and press events on newsworthiness.

3. A news release creates an image of the organization.

4. Nothing is done worse in PR than self-praise.

5. Sending news release of bad quality can be harmful to press re­lations.

6. It is not difficult to write releases that earn the praise of the edi­tors.

7. A good news release should tell the story of success.

8. The easiest way to learn how to write a news release is to read a newspaper.

9. Very few of the releases received by editors need rewriting

Exercise B. Finish the sentences:

1. Newsworthiness means that...

2. The PR practitioner must be his or her own ...

3. A news release creates an image of...

4. Editors everywhere are very disappointed by ...

5. A good news release should tell the story as ...

6. A news release must not read like ...

7. The easiest way to learn how to write a news release is to ...

8. Very few of the releases received by editors resemble ...

9. Releases should be written in the style used by ...

10. Releases should be appropriate to ...

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Exercise C. Translate into English:

1. Термин «новостная значимость» обозначает, что эта инфор­мация обещает быть интересной для читателей или зрите­лей.

2. Этот материал достоин быть напечатанным?

3. Эта фотография сделает страницу более привлекательной?

4. Специалист PR должен быть сам себе судьей новостной зна­чимости.

5. Пресс-релиз должен создавать имидж организации в глазах редактора.

6. Плохой пресс-релиз вредит отношениям с прессой, форми­руя негативное впечатление о фирме.

7. Совсем несложно писать пресс-релизы, которые заслужива­ли бы похвалу редакторов.

8. Хороший пресс-релиз должен рассказывать историю так же, как если бы журналист писал ее.

9. Очень немногие пресс-релизы, получаемые редакторами, на­поминают материалы, которые публикуются в прессе.

10. Пресс-релизы должны соответствовать изданиям, в которые они посылаются.

Exercise D. Discussion:

1. Is newsworthiness same for all media? Please, provide examples.

1. Why do you think news releases are badly written? Is it a prob­lem of education at departments of journalism?

2. Have you read press releases which started "we are proud to an­nounce" or contained self-praise? Is it typical for press releases in your country/city? Why?

Text В How releases should be written

The easiest way to learn how to write a hews release is to study newspaper reports. You should observe how they are written because there is a special technique. The following two important charac­teristics will be apparent from reading newspapers: • The subject is mentioned in the opening words. In a release the subject is rarely the name of the organisation but what the organisation is doing. For example, 'A new route to Japan has

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Clear information without excessive display

Good margins boot sides

Simple _

identification heading in colour

Brief identification-of story

First paragraph — not indented

Double spacing _

Allsuccedingpara--graphsindented

been introduced by British Airways' rather than 'British Airways have introduced to a new route to Japan'. • The opening paragraph is a summary of the whole story, and if no more was printed this single paragraph would tell the whole story.

Busy editors say they have 'one moment in which to accept or reject a news release. They receive hundreds daily. The first para­graph can make all the difference between acceptance and the waste-paper bin.

The seven-point formula

Here is a well-tried formula for checking data to be included in a release, for which its' creator Frank Jefkins is well-known.

1. Subject— what is the story about?

2. Organisation — what is the name of the organisation?

Logo/ Symbol

NEWS from Ace Products

Headline

Opening paragraph: summary of whole story: subject in first few words; brief name of organisation; location; highlight of story

' Advantages: what is new, different

Applications: uses and users

Details: specifications, prices

Source of product or service: full name, address, telephone number of supplier

Writer's name

Telephone No.

Date Se­rial No.

Name, address, telephone no. organisation or PR Consultancy

3. Location — where is the organisation located?

4. Advantages— what is new? What are the benefits?

5. Applications — what are the uses? Who are the users?

6. Details — what are the sizes, colours, prices, performance fig­ures or other details?

7. Source — is this different from location. Location might be where the work is done, source will be the head office address.

The importance of the formula can be explained as follows:

• The formula provides a checklist of data required before writ­ing the release.

• It is a plot for the release, showing the sequence of informa­tion.

• It provides a checklist to use after writing the release, so that the writer can see whether any important information has been forgotten. An editor should not have to telephone and ask for some important information.

• The formula does not mean that there should be as many as sev­en paragraphs, or no more than seven paragraphs. It only pro­poses a sequence of information.

• The first paragraph should tell the subject; the name of the or­ganization, the location, and the highlights from the story. The highlights could be the subject.

• The final paragraph should tell the full name, address and tele­phone number of the organisation. The release should be dated. If releases are issued often they should be given serial numbers. PR TOOLBOX

NEWS RELEASE

• Short paragraphs, short sentences and short words are desir­able.

• The story should be kept to one page if possible.

• A news release must present factual information only.

• Avoid vague generalisations and explain everything. Do not use meaningless expressions such as 'economical', 'useful' or 'pop­ular', but explain why it is such things, giving facts which im­ply the advantages. Do not say 'attractive colours', but write real colours and perhaps how many there are.

• Do not use cliches like unique', 'a wide range', 'this point in time', and 'facilitates'. Few things are unique.

• Do not quote remarks from leaders unless they have something original to say

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