Public Relations and Advertising in Close-Up

207 Pages·2016·1.58 MB·English

by  Захарова Е.В. Ульянишева Л.В.

УДК 659.4
ББК 76.0:81.2 Англ-923
З 38

Рецензенты :
акад. МАН ВШ, д-р филол. наук, проф. Н.М. Фирсова (РУДН)
канд. филол. наук, доц. В.В. Барабаш (РУДН)

Захарова Е.В., Ульянищева Л.В.
З 38 Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб,
заведений с аудиодиском. – М: Изд-во ИМПЭ-ПАБЛИШ, 2004. – 272 с.
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ISBN 5-9594-0002-2

Пособие является второй частью учебного пособия Welcome to the World of Public Relations (издано в 2001 г.,
переиздано в 2002 и 2003 гг. в связи с повышенным спросом).
Книга состоит из трех разделов и приложения (аудиодиск с записями тематических диалогов и текстов,
начитанных носителями языка). Аудиоматериал снабжен лексическими упражнениями на проверку понимания
прослушанных текстов и диалогов, имеющими целью развитие коммуникативных навыков.
Учебное пособие предназначено для студентов, обучающихся на гуманитарных специальностях высших
учебных заведений, а также для всех, кому необходимо освоение специальной лексики, открывающей доступ к
оригинальным источникам и дающей возможность осуществлять профессиональное общение в сфере PR и
рекламы.

УДК 659.4
ББК 76.0:81.2 Англ-923

ISBN 5-9594-0002-2 © Захарова Е.В., Ульянищева Л.В., 2004
© ИМПЭ-ПАБЛИШ, 2004

ПРЕДИСЛОВИЕ
Учитывая немалый интерес, проявленный к первому учебному пособию, освещающему специфику
английского языка в сфере PR, авторы сочли необходимым остановиться на ряде языковых
особенностей других крайне актуальных разделов паблик рилейшнз, а именно – в рекламе,
сотрудничестве со средствами массовой информации, работе со спичрайтерами и ораторами.
Книга состоит из трех частей, каждая из которых включает несколько разделов. Тексты разделов
снабжены примечаниями и развернутой системой упражнений. Аутентичные тексты написаны живым
разговорным языком, не перегружены сложными лексико-грамматическими оборотами, тем не менее,
дают полное представление о языковых особенностях данной сферы PR, что делает их интересным для
восприятия.
Пособие также включает специальное приложение – аудиодиск с записями диалогов и текстов,
начитанных носителями языка. Аудиоматериал снабжен лексическими упражнениями на проверку
понимания прослушанных текстов и диалогов, имеющими своей целью развитие у студентов
коммуникативных навыков. В приложение входят 10 диалогов и 10 текстов на следующие темы:
проведение конференций, симпозиумов, деловых встреч, а также реклама.
CARTER I. WORKING WITH THE MEDIA.
Unit 1. 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 of how 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 information 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 information, not gathering it.
1200 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
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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".
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 of lifestyle, 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.

r Notes:
New York Times – ежедневная газета. Считается наиболее влиятельной и информированной в стране.
Придерживается прогрессивных взглядов и славится достаточно беспристрастной оценкой событий.
Издается в Нью-Йорке. Основана в 1851 г.
Washington Post – ежедневная утренняя газета. Издается в Вашингтоне. Основана в 1877 г. Одно из
самых влиятельных либеральных изданий в стране.

r Vocabulary:
accomplish one's goal – достичь своей цели
adversial – враждебный, недоброжелательный
be dependent upon smb. – зависеть от к.-л.
comprehensive – исчерпывающий
contribute to smth. – способствовать
credibility – взаимный
fact sheet – подборка данных, «объективка»
friction – разногласие
insatiable – неуемный, жадный, ненасытный
media outlets – местные телестудии, радиостанции, редакции, «точки» средств массовой информации
medium – средство
mutual – обоюдный, взаимный
op-ed page/article – полоса газеты, где публикуются статьи, отражающие точку зрения на какой-либо
вопрос, колонка читателей
press kit – пресс-подборка, информационная подборка для прессы (набор рекламно-информационных
материалов)
process information – обрабатывать информацию
provide information – предоставлять информацию
respective – соответственный routine – обычный
satisfy demand – удовлетворить спрос
story – газетный материал, сообщение в печати substantiate – подтвердить данными
timely – своевременный
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
источники; с вашей стороны; читатели, слушатели и зрители; по всему миру; первая страница газеты;
мероприятия; размещать материал в газете; из этого количества; по крайней мере; освещать события.

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 of smth. –
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:

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to provide information
to gather
to process
media tour
outlets
advisories
investigative journalism
report
work
accurate information
timely
comprehensive

4) Match the words. Use them in sentences of your own:

fact advisories
op-ed sheets
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 react

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 of lifestyle,...

8) Complete the sentences with the following words (information; friction; trust; sources; media;
adversaria; 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.
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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 adversial 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 the time, money, and effort of gathering their own news.

13) Try to give the main idea of the text in one sentence.

14) Render the following item in English:
Отношения со средствами массовой информации или прессой, пожалуй, являются самой важной и
цельной частью паблик рилейшнз.
Отношения со средствами массовой информации по сути своей представляют собой двусторонний
процесс. Это – связь между организацией и прессой, радио и телевидением. С одной стороны,
организация предоставляет информацию и по просьбе средств массовой информации создает им режим
благоприятствования, с другой стороны, средства информации предпринимают шаги для выпуска
комментариев и новостей. Взаимное доверие и уважение между организацией и средствами массовой
информации являются необходимой основой для хороших отношений.
Даже в век радио и телевидения общественное мнение все еще главным образом формируется под
воздействием того, что люди читают в национальной, местной и отраслевой печати. Необходимо
уважать неприкосновенность и традиционную свободу прессы, которая в значительной степени
определяет ее значимость, однако все это не мешает искать сотрудничества с прессой для дальнейшего
решения проблем паблик рилейшнз.
Unit 2. Public relations dependence on the media
The purpose of public relations is to inform, shape opinions and attitudes, and motivate. This can be
accomplished only if people receive messages constantly and consistently.
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The media, in all their variety, are cost-effective channels of communication in an information society. They
are the multipliers that enable millions of people to receive a message at the same time. Through the miracle of
satellite communications, the world is a global village of shared information.
On a more specialized level, the media are no longer just mass communication. Thousands of publications
and hundreds of radio, television, and cable outlets enable the public relations communicator to reach very
specific target audiences with tailored messages designed just for them. Demographic segmentation and
psychographics are now a way of life in advertising, marketing, and public relations.
The media's power and influence in a democratic society reside in their independence from government
control. Reporters and editors make independent judgements about what is newsworthy and what will be
disseminated. They serve as screens and filters of information, and even though not every one is happy with
what they decide, the fact remains that media gatekeepers are generally perceived as more objective than public
relations people who represent a particular client or organization.
This is important to you because the media, by inference, serve as third-party endorsers of your information.
Media gatekeepers give your information credibility and importance by deciding that it is newsworthy. The
information is no longer from your organization.
Consequently, your dependence on the media requires that you be accurate and honest at all times in all your
public relations materials.

r Notes:
psychographic – a system for classifying people by mental attitudes and values rather than by physical
characteristics, income level, or place of residence; психография.

r Vocabulary:
be designed for smb. – быть предназначенным для к.-л.
channels of communication – каналы связи
cost-effective – рентабельный
disseminate – распространять
endorse information – поддерживать, распределять информацию
gate-keeper – редактор
inference – заключение, вывод
make a judgement – сделать заключение
reside in smth. – принадлежать ч.-л., заключаться в ч.-л.
satellite communications – спутниковая связь
shape opinions and attitudes – сформировать точку зрения, мнение
tailored message – сообщение, составленное с учетом ситуации; рассчитанное на
определенную аудиторию
target audience – целевая аудитория
variety – разнообразие
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
следовательно; представлять клиента или организацию; служить чем-то; цель чего-то; дать
возможность; объективный; влияние; независимость от кого-то, чего-то; реклама; требовать.

2) Find the words in the text which describe or mean the following:
1. Bringing the best possible profits or advantages for the lowest possible costs –
2. Important or interesting enough to be reported as news –
3. A person at a publishing or broadcasting institution who decides whether to use news supplied by
outsiders, typically public relations personnel sending material on behalf of their clients or employers –

3) Translate the following word-combinations into Russian. Use them in your own sentences:
channels of communication
satellite
mass
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to endorse information
shared
screens and filters of

4)Translate the following sentences into Russian:
1. His talent resides in his story-telling abilities.
2. They made a judgment without knowing all the facts.
3. Teenagers' tastes, preferences and opinions are shaped by what they see in the media.
4. The kitchen is designed for two cooks, with double work areas.
5. These messagers are being widely disseminated via the Internet.
6. These days, he endorses products including health foods and sunglasses.

5) Match the words which are close in their meaning:
to disseminate precise
to perceive to spread
credibility to demand
to require trust
accurate to think of

6) Complete the sentences with the following words (target audiences; mass communication;
accomplished; level; messages; outlets; designed; consistently):
1. This can be____________only if people receive___________constantly and
2. On a more specialized __________________, the media are no longer just
3. Thousands of publications and hundreds of radio, television, and cable________enable the public
relations communicator to reach very specific____________with tailored messages_______________for them.

7) Insert prepositions where necessary (at; in; to; as; on; from; by; of):
1. Your dependence_________the media requires that you be accurate and honest _____________all
times___________all your public relations materials.
2. The media's power and influence ___________a democratic society reside _______their
independence______________government control.
3. This is important____________you because the media,___________inference, serve_______third-party
endorsers_________your information.

8) Explain the grammatical structure of the sentence. Write down two sentences of your own with the
same form:
Your dependence on the mass media requires that you be accurate and honest...

9) Write down the questions for these answers:
1. The purpose of public relations is to inform, shape opinions and attitudes, and motivate.
2. The media's power and influence in a democratic society reside in their independence from government
control.
3. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy.

10) Can you explain the following?
1. Through the miracle of satellite communications, the world is a global village of shared information.
2. Demographic segmentation and psychographics are now a way of life in advertising, marketing and
public relations.
3. The media, by inference, serve as third-party endorsers of your information.

11) Agree or disagree:
Make sure to use the following expressions:
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I fully agree with it I disagree with it
Beyond all doubt There's something in it, but...
I wouldn't say so Oh, that's all wrong, I'm afraid
I agree with it on the whole but it could be said that...

1. On a more specialized level, the media are no longer just mass communication.
2. The media's power and influence in a democratic society reside in their independence from government
control.

12) Write down one phrase showing the main idea of the text.

13) Develop the following points (Units 1 and 2):
1. The jobs of public relations personnel and journalists are mutually dependent.
2. The working relationship between public relations and the media is built on trust, respect, and credibility.
3. A large percentage of the stories in a newspaper originate from public relations sources.
4. Mass media have the capability of multiplying an organisation's messages and reaching millions of people
at the same time.

14) Render the following item in English:
Публикуя новости, присылаемые отделом паблик рилейшнз, средства массовой информации
рассчитывают получить взамен информацию о самой организации или о ее производственной
деятельности. В некоторых случаях это – просто текущая информация, хотя она может иногда оказаться
рекламой, выгодной для интересов организации. Временами, к сожалению, пресса проявляет интерес к
вопросам, которые лучше всего было бы не затрагивать. Во всех этих случаях желательно максимально
помочь интересующейся стороне. Когда предмет ее интереса носит деликатный характер, журналисты
могут согласиться не упорствовать в своих стремлениях, если им откровенно объяснить причины. С
другой стороны, скрытность же скорее всего утвердит их во мнении, что информация – сенсационна и
сделает их даже еще более настойчивыми в своих поисках.
При передаче информации журналистам необходимо разъяснить, могут ли они цитировать ее как
официальное заявление и сделано ли оно частным лицом или же им нужно ссылаться на представителя
организации. С другой стороны журналисту можно сказать, что он может использовать полученную ин-
формацию, не ссылаясь на источник, или указать, что она носит строго конфиденциальный характер и
не должна появляться в печати.
Unit 3. Areas of friction
Text A
The relationship between public relations and the media is based on mutual cooperation, trust, and respect.
Unfortunately, that is not always the case. The following are some areas of friction.
Name-Calling
Many journalists openly disdain public relations people and call them "flacks", a derogatory term for press
agents. It is somewhat akin to calling journalists "hacks". Due to protests from the public relations community,
the Wall Street Journal has now adopted a policy that forbids the use of the word "flack" by reporters in their
stories. Unfortunately, many other newspapers have not followed suit.
Journalists often refer to the activities or policies of organizations as "public relations gimmicks".
Excessive Hype and Promotion
Journalists receive hundreds of news releases that are poorly written, contain no news, and read like
commercial advertisements. It is no wonder that after a while they form the opinion that the majority of
publicists are incompetent.
Journalists also resent the use of gimmicks in sending materials to the news media.
These gimmicks are meant simply to separate the news release or press kit from the stack on the recipient's
desk. However, gatekeepers complain that such gimmicks constitute gifts or "freebies", which their
organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as keychains, T-
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shirts, and coffee mugs. In sum, if you're thinking about using a gimmick with a news release, carefully assess
the recipient's potential reaction.

r Notes:
the Wall Street Journal – влиятельная ежедневная политико-экономическая газета деловых кругов,
крупнейшая по тиражу газета США (около 2 млн экз), регулярно занимает места в десятке лучших.
Известна лаконичным стилем изложения новостей и авторитетным анализом тенденций деловой и
финансовой жизни. Издается в Нью-Йорке, основана в 1889 г .

r Vocabulary:
assess – оценить
be akin to smth. – быть сродни ч.-л.
derogatory – пренебрежительный, унизительный
disdain – презирать
excessive – чрезмерный
flacks – (si) презрительное прозвище людей, работающих в паблик рилейшнз, «пиарщиков»
follow suit – последовать примеру
fordid, forbade, forbidden – запрещать
freeby – (si) небольшой подарок, бесплатная раздача образцов рекламируемого товара
friction – трения, разногласия
gimmick – рекламный трюк, уловка
hack – (si) «писаки»
hype – шумная, крикливая реклама
minor – небольшой
promotion – продвижение, реклама
recipient – получатель
refer to – отзываться о ч.-л.
resent – возмущаться
stack – масса, куча
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
в какой-то степени; в принципе; вследствие ч.-л.; футболка; кружка; оценить; возможная реакция;
плохо написанный; не содержать новостей; неудивительно; коммерческая реклама; быть
предназначенным для ч.-л.

2) Find the words in the text which describe or mean the following:
1. a trick or smth unusual that you do to make people notice someone or something –
2. lisagreement or angry feelings between people –
3. something that you are given free, usually something small and not expensive
4. very similar to smth. –
5. insulting and disapproving –

3) Translate the following sentences into Russian:
1. Pay is a continuing source of friction with the workers.
2. Psychologists will assess the child's behavior.
3. He disdains New York and the art that is produced there.
4.1 resented having to work such long hours.
5. At that time, the state law forbade the teaching of evolution.

4) Match the words which are close in their meaning:
due to despise
akin disagreement
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forbid owing to
disdain similar
friction ban

5) Match the words having the opposite meaning:

disdain different
forbid sender
akin respect
recipient minority
majority allow

6) Insert prepositions, where necessary (by; in; of; of; in; to; from):
1. Journalists also resent________________the use_____________gimmicks ______________ sending
materials____________the news media.
2. Due____________protests___________the public relations community, the Wall Street Journal has now
adopted a policy that forbids the use_____________ the word "flack"_________reporters____________their
stories.
3. Many other newspapers have not followed_____________suit.

7) Make up a few sentences with the following words:
commercial advertisements
to follow suit
to refer to smth.
to assess
friction

8) Complete the following sentences from the text and translate them into Russian:
1. Unfortunately, many other newspapers______________.
2. These gimmicks are meant______________.
3. The relationship between public relations and the media________________.

9) Write down 5 questions to the text.

10) Can you explain the following:
1. Unfortunately, many other newspapers have not followed suit.
2. These gimmicks are meant simply to separate the news release or press kit from the stack on the recipients
desk.

11) Agree or disagree:
Make sure to use the following expressions:
It's all very well to say but... It's not as easy as all that... Yes, but look, that would mean... Yes, but on the
other hand... Let's be realistic about this...
The relationship between public relations and the media is based on mutual cooperation, trust and respect.
Text В
Advertising Pressures
It is a fact of economic life that media outlets are dependent on advertising revenues for survival. Increased
competition, coupled with a soft economy in the 1990s, has created an environment where both media outlets
and advertisers are willing to trade advertising for editorial space.
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