unit 10 types of public relations advertising

345 Pages·2015·5.37 MB·English

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CONTENTS
Chapter I
WORKING WITH THE MEDIA
Unit 1. Media Dependence on Public Relations ............................... 5
Unit 2. Public Relations Dependence on the Media ........................ 10
Unit 3. Areas of Friction 15
Unit 4. Effective Media Relations ................................................... 31
Unit 5. Crisis Communication ........................................................ 40
Unit 6. Ttpsand Background Materials ........................................... 52
Unit 7. Meeting the Press ............................................................... 65
Unit 8. Getting on the Editorial Page .............................................. 93
Chapter II
ADVERTISING
Unit 9. Advantages and Disadvantages of Advertising .................... 111
Unit 10. Types of Public Relations Advertising .............................. 144
Unit 11. The Basics of a Print Ad .................................................. 177
Chapter III
SPEAKERS AND SPEECHES
Unit 12. Speakers ......................................................................... 221
Unit 13. The Nature ofa Speech 255
Unit 14. Semispeeches ................................................................. 272
Unit 15. Speechwriting ................................................................. 291
Literature ........................................................................................... 315
Appendix
Assign men ts: Part I. Dialogues ...................................................... 316
Part II. Texts ............................................................ 319
Script: Part I. Dialogues ...................................................... 331
Part II. Texts ............................................................ 335
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I
CHAPTER
WORKING WITH THE MEDIA
1
UNIT
MEDIA DEPENDENCE ON PUBLIC RELATIONS
Public relations people work with the media in many ways. This unit
discusses how to prepare for press interviews, organize a news conference,
conduct a media tour, and write such materials as fact sheets, press kits, and
op-ed articles.
The unit begins with a review ofhow reporters and public relations people
are mutually dependent upon each other for accomplishing their respective
goals. It also mentions areas of friction that often contribute to an adversarial
atmosphere. An important part of the relationship is based on mutual trust
and credibility. For your part, you must always provide accurate, timely, and
comprehensive information. Only in this way can any medium do its job of
informing readers, listeners, or viewers about matters of importance to them.
Public relations sources provide most of the infonnation used in the media
today. A number of research studies have substantiated this, including the
finding that today's reporters and editors spend most of their time processing
infonnation, not gathering it.
1,200 New York Times, Washington Post front pages were studied as far
back as 1973 and it was found that 58.2 percent of the stories came through
routine bureaucratic channels (official proceedings, news releases, and
conferences or other planned events). Just 25.2 percent were the products of
investigative journalism, and most of these were produced by interviews, the
result of routine access to spokespersons. As the report said, "The reporter
cannot depend on legwork alone to satisfy his paper's insatiable demand for
news. He looks to official channels to provide him with newsworthy material
day after day"
6 CHAPTER I. WORKING WITH THE MEDIA
A New York public relations firm, Jericho Promotions, sent questionnaires
to 5,500 journalists worldwide and got 2,432 to respond. Of that number,
38 percent said they get at least half of their story ideas from public relations
people. The percentage was higher among editors oflifestyle, entertainment,
and health sections of newspapers but much lower among metropolitan
reporters, who spent most of their time covering "hard" news.
In other words, public relations materials save media outlets the time,
money, and effort of gathering their own news.
D Notes:
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panhHhIX 113.natt11i1 a CTPaHe.
D Vocabulary:
accomplish one's goal - .uocT11% caoei1 uen11
adversarial - Bpa)l(Jle6Hhli1, He.uo6po)l{eJiaTeJihHhlH
be dependent upon smb. - 3aB11CeTh OT K.-n.
comprehensive - :Hcqepnhrna10m:Hi1:
contribute to smth. - crroco6crnoBaTh q,-n.
credibility - B3al1MHhIH
fact sheet - no.u6opKa .uaHHhlX, «06beKT11BKa»
friction - pa3Hornac:He
insatiable - HeyeMHhltt, )l{a,UHhlH, HeHaChlTHhlH
media outlets - MeCTHhie TeJieCTY.U11l1, pa,Ul10CTaHU1111, pe.uaKUHH,
«TOqK}I>) cpe.ucrn MaCCOBOH l1HcpOpMaU11l1
medium - cpe.ucrno
mutual - 06010,UHhltt, B3al1MHhIH
op-ed page/article - nonoca ra3eThl, r.ue ny6n11KYJOTCH CTaThl1, 0T
pa)l{a10m11e Toqey 3peHl15.! Ha KaKOH-Jil160 Bonpoc, KOJIOHKa q}!Ta
Tenei1
press kit - npecc-no.u6opKa, 11ttcpopMau110HHaH no.u6opKa.uJIH npec
Chl (Ha6op peKJiaMH0-11HcpopMaUHOHHh!X MaTep11anoa)
process information - o6pa6aThIBaTh MHcpopMau1110
provide information - npe.uocTaBJJHTh 11HcpopMau;1110
UNIT 1. MEDIA DEPENDENCE ON PUBLIC RELATIONS 7
respective - coorneTcTBeHHhitt
routine - 06b1qHhitt
satisfy demand - y.n:osnernopHTh cITpoc
story - raJeTHhitt MaTep11an, coo611Iett11e s ITeqaTH
substantiate - rro.n:rnep.n:11Th .n:aHHhIMH
timely - CBOeBpeMeHHbIH
Exercises, ...- .
1) Find the English equivalents in the text. Use them in sentences of your
own:
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ITO BCeMy MHpy; ITepBaSI CTpaHHUa ra3eThI; MepoITpHHn!H; pa3Me
maTb MaTep11an B ra3eTe; 113 sToro Kon11qecrna; ITO Kpai1Hei1 Mepe;
OCBeIUaTh co6hITl1SI.
2) Find the words in the text which describe or mean the following:
1. firm belief, confidence -
2. regular and usual -
3. always wanting more ofsmth. -
4. people who have been chosen to speak officially for a group,
organisation or government -
5. an occasion when a famous person is asked questions about their
life, experiences, or opinions for a newspaper, magazine, television
program etc. -
3) Translate the following word-combinations into Russian:
to provide information
to gather
to process
media tour
outlets
advisories
investigative journalism
report
work
accurate information
timely
comprehensive
8 CHAPTER I. WORKING WITH THE MEDIA
4) Match the words. Use them in sentences of your own:
fact advisories
op-ed sheet
media kits
press articles
routine channels
news demand
insatiable release
5) Match the words which are close in their meaning:
a goal disagreement
adversarial objective
friction hostile
to respond almost
nearly to reach
6) Match the words having the opposite meaning:
trust waste
accurate lack of faith
timely inopportune
metropolitan inexact
save local
7) Complete the following sentences from the text and translate them into
Russian:
1. Just 25.2 percent were the products of
2. Of that number, 38 percent said that ...
3. The percentage was higher among editors oflifestyle, ...
8) Complete the sentences with the following words (information;friction;
trust; sources; media; adversarial; credibility):
1. Public relations provide most of the _____
used in the today.
2. It also mentions the areas of that often contribute to
an _____ atmosphere.
UNIT 1. MEDIA DEPENDENCE ON PUBLIC RELATIONS 9
3. An important part of the relationship is based on mutual
and
-----
----~
9) Insert prepositions where necessary (on;for; of; to; upon; with):
1. The chapter begins a review how
reporters and public relations people are mutually dependent
_____ each other accomplishing their respective
goals.
2. It also mentions areas friction that
often contribute an adversarial atmosphere.
3. The reporter cannot depend legwork alone to satisfy
his paper's insatiable demand news.
10) Answer the following questions:
1. What are the main points of the chapter?
2. Are reporters and public relations people mutually dependent upon
each other?
3. What is an important part of their relationship based on?
4. What sort of information should be provided?
5. What have a number of research studies substantiated?
11) Can you explain the following?
"The reporter cannot depend on legwork alone to satisfy his paper's
insatiable demand for news. He looks to official channels to provide
him with newsworthy material day after day"
12) Agree or disagree:
Make sure to use the following expressions:
Yes, that's true
There I agree completely
I don't think that's quite right
I'm afraid I don't agree
That's not quite so. ..
As far as I know. ..
1. Public relations sources provide most of the information used in
the media today.
2. Public relations materials save media outlets time, money, and
effort of gathering their own news.