3. Decide if the following statements are True or False. Make a note of the part of the text which helps you decide.

1. Public relations should function without the press.

2. Reporters pay attention to press releases from a trusted source.

3. In a perfect PR world, clients can make mistakes and the press never asks for information that isn't on the official statement.

4. One option is to write an editorial telling the client's side of the story and submit it to the newspaper for publication.

5. If the newspaper accepts the editorial, it is also necessary to have an advertorial.

6. It is still difficult for readers to distinguish between advertorials and regular editorials.

4. Translate and transcribe the following words, learn them by heart. Find the sentences where they were used and write them out.

To maintain, to cultivate, press release, to target, newsworthy, bullet, to extol, valuable, to crave, to flee, to misrepresent, weapon, arsenal, to submit, advertorial, policy, to distinguish.

5. Fill in the gaps using the words from the given below. Change the form if necessary.

Press release, to target, to submit, newsworthy, weapon, valuable, to maintain.

1. At the dawn of the nuclear age, the United States hoped to maintain a monopoly on its new … but the secrets for making nuclear … soon spread.

2. How does the news media decide what is … and what is not? There is a list of criteria which each story is judged by.

3. This … contains forward-looking statements that involve risks, uncertainties and assumptions.

4. President Barack Obama will … his proposed fiscal 2013 budget to Congress on February 13, an administration official said.

5. That interest has taken off in recent years as advances in genetic engineering allow them to customize viruses that … tumors.

6. Steve Jobs built the world’s most … technology company by creating devices that changed how people use electronics and revolutionized the computer, music and mobile-phone industries.

7. Reaching and ... a healthy weight is important for overall health and can help you prevent and control many diseases and conditions.

6. Read and translate the following phrases. Compose your own sentences using them.

To be bombarded with smth

To pay attention to smth

To track down

To win the trust

A real news hook

The first line of defense

To flee from the spotlight

To distinguish between smth

7. Fill in the gaps with the necessary prepositions.

1. When you’re reading in English, pay attention … interesting words and grammar. 2. The boys bombarded their friends … snowballs. 3. It can be helpful how to distinguish … love and emotional dependence. 4. Did the Clinton administration fail to track … the perpetrators of several terrorist attacks against Americans? 5. Why do people flee … their native countries?

8. Read and translate the following article. Summarize the article in writing. What Makes a Story Newsworthy?

News can be defined as "Newsworthy information about recent events or happenings, especially as reported by news media". But what makes news newsworthy?

There is a list of five factors, detailed below, which are considered when deciding if a story is newsworthy. When an editor needs to decide whether to run with a particular story, s/he will ask how well the story meets each of these criteria. Normally, a story should perform well in at least two areas.

Naturally, competition plays a part. If there are a lot of newsworthy stories on a particular day then some stories will be dropped. Although some stories can be delayed until a new slot becomes available, time-sensitive news will often be dropped permanently.

Timing

The word news means exactly that - things which are new. Topics which are current are good news. Consumers are used to receiving the latest updates, and there is so much news about that old news is quickly discarded.

A story with only average interest needs to be told quickly if it is to be told at all. If it happened today, it's news. If the same thing happened last week, it's no longer interesting.

The number of people affected by the story is important. A plane crash in which hundreds of people died is more significant than a crash killing a dozen.