Académique Documents
Professionnel Documents
Culture Documents
Ухта 2009
УДК 802.0 (075)
Л 25
Ларева, А.Г.
Английский язык в профессиональной сфере [Текст]: метод. указания для
студентов ФБО 2-5 курсов специальности СО / А.Г. Ларева, О.А. Серебро. – Ухта:
УГТУ, 2009. – 88 с.
Рецензент:
Старший преподаватель кафедры иностранных языков Т.В. Ложкина
Учебная программа
для студентов специальности СО ФБО 2 курса по дисциплине
«Иностранный язык в профессиональной сфере» (весенний семестр)
Task 1. Read and translate texts 1, 2, 3 and do exercises in the written form.
Text 1
Most of the skills required by anyone within PR are the same as most other
communication or creative job. However, there are some particularly important
professional and personal skills of a PR specialist. First of all, he or she is to like working
with people and within a team. Other necessary personal abilities are to communicate well
under pressure, listen and take a brief from a client, to think in a business sense, which
means to appreciate and help to facilitate the commercial growth or profitability of a
client. A PR specialist should be able to meet deadlines and assume considerable
responsibility. A PR specialist can not do without some essential professional skills, as the
following: to write good and clear prose, speak more than one language, have experience
with the Internet and basic computing skills and presentation skills.
Task 2. Make up a list of capabilities and skills a PR specialist must possess. What
do you think the main one is?
Task 3. Think of some more skills of a highly qualified PR specialist. Prove your
ideas. Do you possess any of them?
Text 3
Task 1. Read, rewrite and translate text in Russian in the written form.
Task 2. Match each verb with its correct dictionary definition below.
To accept, to adopt, to identify, to establish, to maintain, to execute, to reinforce.
1. to keep up, to retain, to continue, to support.
2. to carry out, to give effect to
3. to make stronger by adding or supplying more or material, to increase the size,
thickness of smb.
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4. to take an idea or custom and use, to acceptable
5. to agree, to receive, to recognize, to approve
6. to say, to show, to prove who or what a person or thing is.
7. to set up, to put on a firm foundation
8. to find out, to decide the amount or value of.
Task 4. Find word combinations in the text which mean the same as each of the
following. Use them in your own examples.
1. to be needed
2. a professional man
3. to get smth. in return
4. to have a share in
5. to lead to agreement
6. a translator
7. present time employees
8. from one point of view and from another
9. parallel with
10. social conversation
Учебная программа
для студентов специальности СО ФБО 3 курса по дисциплине
«Иностранный язык в профессиональной сфере» (осенний семестр)
Критерии оценок
«отлично»
Считать ответ студента на экзамене по иностранному языку отличным при
следующих условиях:
1. Монологическое высказывание в устной форме в объёме 20 предложений
без ошибок.
3. Беседа по разговорным темам в объёме 18-20 предложений без ошибок.
«хорошо»
1. Монологическое высказывание на тему «PR» в объёме 15 предложений без
грубых ошибок.
2. Беседа по разговорным темам и прочитанному тексту в объёме 12-15
предложений без грубых ошибок.
«удовлетворительно»
1. Монологическое высказывание в устной форме в объёме 20 предложений
без грубых ошибок.
2. Беседа по разговорным темам и прочитанному тексту в объёме 10
предложений без грубых ошибок.
Task1. Read and translate the text. Do the exercises below in the written form.
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Text: PR is a Part of Every Day Life
Public Relations is a great part of our everyday life. Any time a person acts in a
particular way in order to influence how someone perceives him or thinks about him, he is
practicing public relations.
PR is basically the effort to create a positive image of one's company and to manage
the perception of your business. This positive image would be created with your unique
audience in mind; customers, employees and members of the media like newspapers and
TV stations are all important audiences to any business.
PR helps our complex, pluralistic society to reach decisions and function more
effectively by contributing to mutual understanding among groups and institutions. It
serves to bring private and public policies into harmony.
Every organization, institution and individual has public relations whether or nor
this fact is recognized. As long as there are people, living together in communities,
working together in organizations and forming a society, there will be an intricate web of
relationship among them.
In its most basic form, building that intricate web is what PR is all about. The fact
that human beings live together forces them to think about their interactions and organize
their relationships with one another. In a primitive society the relationships are fairly basic
and organization is minimal, but as the society advances and becomes more complex, so
do the relationships.
On an individual level any time a person consciously acts in a particular way in
order to influence how someone perceives him or thinks about him, he's practicing public
relations.
Organizations, like people, must communicate with others because they do not exist
alone in the world. They must use communication to coordinate their behavior with people
who affect them and are affected by them.
Their size and complexity generally require them to have different relationships than
individuals. Instead of person-to-person relationships, they rely on a combination of
organization-to-individual relationships, organization-to-group relationships, and
organization-to-organization relationships.
Public Relations serve a wide variety of institutions in society as businesses, trade
unions, government agencies, voluntary associations, foundations, hospitals, schools,
colleges and religious institutions. To achieve their goals, these institutions must develop
effective relationships with many different audiences or publics such as employees,
members, customers, local communities, shareholders, and other institutions, and with
society at large.
PR on the one hand is the craft of getting your message across in a more objective
way. Editors and producers decide whether their outlet will carry your message. There are
no guarantees that it will get into that media outlet. When an objective observer mentions
your company, personnel, products or services, your message gains more credibility.
People know that you are not paying for this mention, so they now have an outside
observer validating your message. PR reinforces the messages in your advertising and
marketing work. Public Relations and advertising objectives should be keyed to one
another in a comprehensive marketing that's keyed outlined in your marketing plan.
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PR is part of the management process and the marketing mix. It manages a
company's image through communication. It deals with public perception, and can change
negatives into positives by utilizing a range of communicative tools:
- publicity: media releases, articles, speeches, interviews.
- promotions: giveaways, special offers, displays, flyers, competitions, reports,
leaflets.
- publications: newsletters, brochures, leaflets, annual reports.
- relationships: sponsorship, networking, events.
Public Relations is part of the marketing and promotional mix along with
advertising, direct marketing, design, sales promotion, and personal selling. Advertising
involves buying television and radio air time, or space in a newspaper or magazine.
Market research identifies public attitudes. Marketers determine what people are thinking
and what are the strengths and weaknesses of a company or organization's image. Direct
marketing concentrates on individuals. Sales promotions demand an immediate response.
They use marketing tools such as direct mail, press, TV or brochures to address certain
issues and concerns, thus creating a demand for a product or service. Advertising, sales
promotion and direct marketing are closely tied to sales and financial performance.
PR can create a positive environment within which a company can conduct its
business productively and successfully. It enables a company to talk directly to each
defined target group in the relevant language or style.
PR exists and consists of all communications with the people an organization
comes into contact.
The there main elements of PR are practically as old as society: informing people,
persuading people and integrating with people. Of course, the means and methods of
accomplishing these elements have changed as society has changed.
Results of PR can be measured through:
- media monitoring & content analyses that measure how much media coverage
your company receives and how much of it is positive versus negative.
- image surveys that examine the public's attitude toward your company or
industry;
- motivation research which look at why the public's perception is favorable or not;
- effectiveness surveys that examine the impact of public relations on public
opinion;
To summarize, PR serves to create awareness, recognition, and acceptance in the
selling of yourselves, your company, your services and your product. It works well in
conjunction with and supported by advertising and marketing but this will depend on an
organization's budget and specific requirements.
The benefits of PR can be immediate. It is a cost-effective investment within the
business and marketing plan because its impressions can last.
Task 4. Find the synonyms to the following words from the text:
Вариант 1
Task 1. Translate the texts in writing.
The ability to write well is a necessity for work in public relations. Writing is an
integral part of the public relations process of research, planning, communication, and
evaluation. It is most visible at the third stage, when a program is being implemented and
various messages are being communicated to key audiences important to the success of
your program.
Effective writing is based on facts that are presented clearly, concisely, and
accurately. From this standpoint, both the public relations writer and the journalist share a
common ground. Indeed, there was a time when experience in newspaper writing was
practically a requirement for a job in public relations.
Although this is no longer true, emphasis remains on use of a journalistic style in
public relations writing. This is because much of what you write is directed to the news
media. A solid understanding of journalistic principles and concepts is needed, but it is a
12
mistake for public relations writers to consider themselves simply "journalists in
residence".
A public relations writer differs from a journalist in at least three basic aspects:
objectives, audiences, and channels.
Objectives
Вариант 3
Task1.Translatethetextsinwriting.
Writing Guidelines
Before beginning any writing assignment, take the time to ask yourself some key
questions.
• What is the desired communication outcome? In other words, what do we want
our audience to do or not to do?
• Who is our target audience? (The more specific the segment, the better.) What
are our target audience's needs, concerns, and interests? What is our message?
• What communication channel is most effective? Who is our most believable
spokesperson? Answering these questions goes a long way toward helping you determine
the content and structure of your message. You should also keep in mind the following
techniques and concepts of effective writing.
Outlining
Before you start writing anything, make an outline of what you are going to include
in your message. It may be brief (as for a short press release) or comprehensive (as for a
large booklet). You w i l l probably modify it as you gather information, but an outline will
help to keep your thinking in order.
16
In the simplest terms, an outline is a list of topics to be written about in the order in
which they will be presented. Usually an outline has major topics, and within each major
topic there are minor topics.
Sentences should be clear and concise. Longer sentences may often be necessary,
but a good test is to go back over the material and see how many sentences can be cut
down. Mixing long and short sentences improves the rhythm.
The typical paragraph should normally include only one idea. As a general practice,
it ought to be no longer than six or eight lines. If necessary, a longer paragraph may be
used, but brevity is preferable. Writing that goes on and on without a pause is hard on the
reader.
Task 7. Write a short composition on the following: Sentences should be clear and
concise. Longer sentences may often be necessary, but a good test is to go back over the
material and see how many sentences can be cut down.
Вариант 4
Another gross error in writing is the use of redundant words. It is not necessary to
use the word "totally" to modify a word like "destroyed" or "completely" to modify
"demolished". A lot of writers also say that something is "somewhat" or "very" unique.
"Unique", by definition, means one of a kind; either something is unique or it isn't.
Too Many Words
Like redundancies, excessive words impede understanding and readability. Here are
two examples of "overstuffed sentences" and their remedied versions:
BLOATED SENTENCE: Studying advertising research findings leads one to
believe that the most important factors in effectiveness are the quality of creative work and
the readers' interest in the message.
REVISED SENTENCE: Research indicates that the most effective ads are
creative and appeal to readers' interests.
BLOATED SENTENCE: Should you have the occasion to know of someone
whose background configuration approximates the p osition specifications above, we
would welcome a recommendation from you or directly from the exploring individual.
REVISED SENTENCE: If you know of someone who qualifies for this job,
please let us know or have the person contact us.
People can digest a few figures but not a mass of statistics. Use numbers sparingly
in your writing, and keep in mind the following points:
- It is better to write "$92 million" than "92,000,000 dollars".
- It is better to give a readily understood comparison than a massive number.
For example, you could say that 500 million pounds of garbage are produced in the United
States every day, but it would be more effective to express that as 10 pounds per citizen.
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- Check your math. The price of something can go up more than 100 percent,
but it can never go down more than 100 percent.
Hype
You can ruin the credibility and believability of your message by using
exaggerated words and phrases. Companies often describe their products as "first of its
kind", "unique", and even "revolutionary", which tends to raise suspicion among media
gatekeepers as well as readers.
The following words are often overused: leading, enhanced, unique, significant,
solution, integrated, powerful, innovative, advanced, high-performance, and sophisticated.
□ Words and word-combinations
sparingly — умеренно; hype — навязчивая реклама; преувеличение; газетная
шумиха
Task 2. Give English equivalents:
требовать внимания к ч.-л., выявлять ошибки, жертвовать ч.-л., проверить
значение слова, унаследовать, иметь одинаковое звучание, грубая ошибка, мешать
пониманию, улучшенный вариант, вызвать подозрение, обидеть, осознавать.
Task 3. Give Russian equivalents:
to brand smb., to make for smth, ponderous, to obscure an idea, to modify a word,
to cause confusion, descendants, ancestors, to presume, to assume, redundant words,
excessive words, to imply.
Task 4. Give synonyms:
inconsiderate, irrelevance, frequently, massive, significant, powerful, innovative.
Task 5. Give antonyms:
careless, acceptable, appropriate, similar, to impede, integrated, awareness,
supporter.
Task 6. Answer the questions:
1) Why is it important to proofread a copy even after it has been corrected by a
spell-checker program?
2) What is another gross error in writing?
3) Can excessive words impede understanding?
4) Why should a writer be very careful with figures?
5) What words are often overused?
6) How can gender bias be avoided?
7) What words are preferable to describe both men and women in the
workplace?
8) What is called "politically correct" language?
Task 7. Write a short composition on the following: In today's world of diversity at
all levels of national life, there is increased sensitivity about which words are used to
describe minorities and other groups of people
19
Вариант 5
Task 1. Translate the texts in writing.
Bias
□ Notes
Dutch treat — угощение, при котором каждый платит за себя; складчина,
угощение в складчину
□ Words and word-combinations
merit — заслуга, достоинство; to charge — обвинять, выдвигать обвинение
(требования); euphemism — эвфемизм; censorship — цензура; pejorative —
уничижительный, connotation — коннотация; дополнительное значение
Task 7. Write a short composition on the following: People can digest a few figures
but not a mass of statistics.
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Учебная программа
для студентов специальности СО ФБО 3 курса по дисциплине
«Иностранный язык в профессиональной сфере» (весенний семестр)
Task 1. Read, translate the texts and do the exercises below (1-12) in writing.
Generating News
Action generates news. When an association holds an annual meeting, the media
report on the general nature of the meeting and usually run feature stories based on
speeches, discoveries, and statements by participants. Such coverage doesn't happen
automatically; it takes a lot of work by public relations personnel to set up interviews,
provide copies of speeches, and otherwise orchestrate the flow of information.
If you can't find anything going on, it may be time to make something happen to
find a creative opportunity.
The Creativity Factor
Generating news often takes imagination and creativity, coupled with a strong
ability to solve problems. For example, how does one get media attention for a canned
soup?
Campbell's solved a problem for its new cream of broccoli soup by linking it with
President Bush's dislike of the vegetable.
The company decided to sponsor a recipe contest called "How to Get the President to
Eat Broccoli". Of course, one rule was that the soup be used in the recipe.
Creativity and imagination are essential attributes for writers and publicists.
However, these things are difficult to teach and even more difficult to learn.
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Trend Stories
Many organizations get media placements because they have learned to relate their
activities or products to trends.
The news media are often criticized for their "herd" instinct, but the fact remains
that certain topics are "hotter" than others.
The surveys found that the topic of health generated the most interest on the part of
editors. In descending order were the topics of senior citizens, medicine, agriculture,
environment, food, education, consumer issues, recreation, and finance.
Creativity and imagination can help you use such topics as an angle for your client!
or organization. AIDS, for example, is a health topic. Perhaps this is where you can!
develop a news story or feature article about what your client or employer is doing about
AIDS education in the workplace.
Special Events
There are two kinds of events: those planned primarily to generate publicity and
those that produce publicity as a by-product.
At times, things that occur on a routine basis can become the focus of a special
event. A new story may quietly open its doors for business, or it can make it a special
event by having a “grand opening” and getting a celebrity to cut the ribbon. Ground-
breakings are similar. You can start construction on a new office building without fanfare,
or you can have a groundbreaking ceremony with the mayor and other dignitaries
attending. In both cases, the situations would have happened if there were no publicity, but
they benefit from the by-product.
You must look at every possibility in your organization with an eye toward publicity.
Can something be done? Can a meeting be held? Can the organization stage an open
house, a plant tour, a parade? Can it give an award or a scholarship? Can it sponsor a
contest or a team? Can it help other organizations? Can it help the local schools? If it is a
large organization, can it do any of these things on a national or regional scale?
For any event there can be publicity both before and after. For a continuing event,
there may be a stream of publicity throughout it.
Rallies and Protests
Few television stations or newspapers can resist covering a rally or a protest dem-
onstration, each of which has high news value from the standpoint of human interest and
conflict. Moreover, rally or protest is event oriented and has action, which is ideal for
television coverage and newspaper photographs.
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In almost all cases, a demonstration is planned in advance. The manuals of activist
groups, for example, point out that supporters should be asked to participate and bring
placards and signs. In addition, the media should be contacted in advance to assure
coverage. Prominent people and celebrities, if possible, could be asked to joint the march
or give a talk at a rally. Prominence, as activists know, is another important news value.
Product Demonstration
□ Notes
Campbell-(Campbell Soup Co) — компания по производству пищевых
продуктов, зарегистрирована в 1922 г., свою историю ведет с 1869 г.
Управление
корпорацией находится в г. Калуене, шт. Нью-Джерси.
General Electric — "Дженерал Электрик", компания по производству
электротехнического оборудования, основана в 1892 г. Правление находится
в г. Фэрфильде, шт. Коннектикут.
Lear — Уильям Лир, инженер-электронщик и промышленник. В 1962 г.
основал корпорацию "Лир Джет" (Lear Jet Corp.), которая стала ведущим
производителем частных реактивных самолетов.
3. Translate in writing:
1) The first paragraph of the text
2 ) The second paragraph of the sector R a l l i e s and P r o t e s t s
4. Give synonyms:
essential, to link with smth, in advance, an aircraft, to reduce the weight,
remarkably, fast, incidental.
5. Give antonyms:
descending, senior, to benefit, to increase the speed, appearance, typical,
ability.
8. Insert preposition:
1) How successful each .......... these is ........... generating news often
depends .................. the size ...... the city and the scope ... the local media.
2) Weekly papers.....smaller towns often thrive . ….such material.
3) Campbell's solved a problem....... its new cream ........ broccoli soup
.................... linking it ..... President Bush's dislike...…..the vegetable.
4) If it is a large organization, can it do any........................ these things a
national or regional scale?
5) Most typical ..... the first type is the situation where someone makes a
speech ................... ...an organization.
Вариант 1
Task 1. Read the texts and translate them in writing.
Persuasive Writing
Your purpose is to persuade your target audience. Your message may be delivered in
one way, a few ways, or many different ways. As you work on message content however,
you should keep in mind the concepts of audience analysis; source credibility appeal to self-
interest; clarity of the message; timing and context; symbols, slogans, and acronyms,
semantics; suggestions for action; and content and structure.
Audience Analysis
A message must be compatible with group values and beliefs. Taxpayers, for exam-
ple, get more interested in recycling when the message points out that trash collection
costs millions of tax dollars annually or that recycling will generate revenues to keep taxes
down.
Tapping a group's attitudes and values in order to structure a meaningful message is
called channeling. It is the technique of recognizing a general audience's beliefs and
suggesting a specific course of action related to audience members' self-interests. In this
example, the incentive to participate in recycling programs is given a strong push by the
prospect of tax savings.
It must be remembered, however, that taxpayers are only one target audience. A
message to members of hiking clubs might emphasize that overflowing landfills and
mountains of trash are despoiling scenic areas. You should always keep in mind that the
more you can segment various audiences, the more you can tailor your message to specific
group attitudes.
27
□ Notes
an acronym — акроним, т.е. слово, образованное из первоначальных букв
группы слов, например, UNESCO — United Nations Educational Scientific an
Cultural Organization.
□ Words and word-combinations
1. to deliver a message — передать сообщение
2. message content — содержание информации
3. clarity of the message — ясность, четкость информации
4. a taxpayer — налогоплательщик
5. revenue — доход
6. scenic area — место, пространство, пейзаж
Source Credibility
Appeal to Self-interest
A public relations writer must at all times be aware of what the audience wants to know.
Writing publicity for a new food product can serve as an example. A news release to the trade
press serving the food industry (grocery stores, suppliers, wholesalers, distributors) might
focus on how the product was developed, distributed, and made available to the public, the
manufacturer's pricing policies, or the results of marketing studies that show that
consumers want the product. This audience is interested in the technical aspects of
distribution, pricing, and market niche.
You would prepare quite a different news release or feature article for the food
section of a daily newspaper. The consumer wants information about the food product's
nutritional value, convenience, and cost and wants to know why the item is superior to
similar products. The reader is also looking for menu ideas and recipes using the product.
Clarity of the Message
The objective in all communication should be not to create understanding but to
prevent misunderstanding.
There are several things you can do to avoid this problem. First, you should work on
your writing style. Second, you should use a thesaurus regularly. Many words have
numerous synonyms, but each of these has a slightly different effect on the receiver. For
example, "youthful" is a favorable word, but "juvenile" has negative connotations. Third,
you should test your writing before you inflict it on the public. If at all possible, try it out
on members of the target audience.
Timing and Context
Your message must arrive at a time when it can conveniently be considered. If it is
too early, your audience may not be ready to think about it. April is not the time to talk
about winter sports or sports equipment, but October might be just right. Information
about income taxes is especially interesting just before the tax deadline, but it's "old hat" a
few days later. News about a cure for male baldness gets full attention from middle-aged
bald-headed men at almost any time.
Вариант 2
Task 1. Read the texts and translate them in writing.
Trademark Law
Freelancer Contracts
More and more companies are relying on temporary help to balance their
workload. If 20 hours' work a week is needed on an account, it is more cost effective to
use a freelancer for 20 hours a week than to hire a full-time employee who is busy only
half the time. The drawback is that some firms use temporary help to get around laws and
regulations that apply to employees. The firm may save money, but the "temporaries" are
denied regular employee benefits.
Generally, a freelancer is not expected to conform to the rules governing regular
employees. A freelancer is an independent contractor. Among the matters covered in the
freelancer's contract should be ownership of work produced by the freelancer,
maintenance of confidentiality, terms of payment. The job should be paid per unit or item
produced, not per hour worked. Also, it is customary to bar the freelancer from being
employed directly by the client but not by a competing agency.
Facilities Contracts
Meetings, conventions, meals, and outdoor activities arc typical occasions where
you will need to negotiate a contract with a restaurant, caterer, or hotel, ['or your own
financial safety, any contract should be written so that you thoroughly understand basic-
costs as well as add-on costs.
For example, a restaurant may quote you $25 per person for a meal but neglect to
tell you that this docs not include taxes and a gratuity for staff. On top of this, you may
even find yourself paying a basic rental charge for the banquet room if this isn't clarified
in your negotiations.
In sum, know exactly what you want and how much the restaurant or hotel will
charge. Ask a lot of questions, and get all price quotations in writing.
Words and word-combinations
1. to balance one's workload — сбалансировать рабочую нагрузку
2. to get around laws and regulations — обойти законы и правила
3. temporaries — временные работники
4. regular employee benefits — пособия, положенные постоянным
работникам
5. to conform to — соответствовать; подчиняться
6. ownership — право собственности
7. add-on costs — дополнительные расходы
8. gratuity — денежный подарок; чаевые; наградные
Task 2. Give English equivalents.
размещать рекламу, грозить, уникальный, полагаться на ч.-л.,
временный, недостаток, лишать к.-л. ч.-л., постоянный штат, условия оплаты,
чаевые, устное соглашение, обойти закон.
Task 7. Translate the following expressions and use them in the sentences of your
own.
regular employees — regular benefits —
regular army — regular hours — regular features —
regular customers —
Task 8. Give the derivatives of the following words. Translate them and use in
the sentences of your own:
to sign — to require
Вариант 3
Task 1. Read the texts and translate them in writing.
Copyright Law
The purpose of a copyright is (o secure for the creator of original material all the
benefits earned by creating it. Copyrights apply not only to written words but also to
illustrations, plays, musical works, motion pictures, sound recording, graphics, sculptures,
35
pantomimes, and dances. Two aspects of copyright law concern you: the use of
copyrighted material and the protection of the work that you do.
The copyright law protects original material published during and after the author's
lifetime as well as unpublished material.
If the material is prepared "for hire", the protection runs for 75 years from the first
year of publication or the first year of creation, whichever is shorter. Anything you write
on the job is considered "for hire", and your client or company is the owner of your work,
including the copyright.
Material does not have to be printed or distributed for copyright protection. As soon
as it is created in a concrete form, it is protected, particularly if it bears a copyright notice
but also even if it does not.
Distributing or offering lo distribute copies of a work to the public is considered
publication. Such distribution may be free or paid.
If you want the most unassailable copyright protection, you should take formal
steps to acquire it as soon as any material is published.
News releases, features, and illustrations accompanying them are not normally
copyrighted. Booklets, leaflets, books, and similar publications usually are copyrighted
unless there is a desire to allow others to reproduce them. In that case, it is customary lo
place a notice in the publication stating that reproduction and distribution of copies is
permissible without charge.
As a public relations writer, you will use information and materials from a variety
of sources. Therefore, it is important for you to understand thoroughly the dividing line
between fair use and copyright infringement.
Fair use of materials, in general, can be done for purposes of criticism, comment,
news reporting, teaching, scholarship, or research. If you are writing something and
want to use a quotation from a copyrighted article or book, you may do so as long as you
give proper credit to the author and the source.
If you quote a lengthy passage from an article or a book, however, it is best to get
permission. In general, using a paragraph from a 1,000-word article is acceptable, but
using several paragraphs might constitute copyright infringement if permission has not
36
been obtained. Writers should also be careful about using whole paragraphs of copy-
righted material with only a few words changed. If the content and structure of the
sentences are virtually the same, this constitutes not merely copyright infringement but
also plagiarism, a form of theft.
Writers of company newsletters and magazines, primarily using information for
news reporting purposes, generally are within the boundaries of the fair use concept.
Writers who prepare materials directly supporting the sales of a product or service (news
releases, advertisements, promotional brochures), however, need to be more concerned
about copyright infringement.
The use of a selected quotation from an outside source in a product news release or
sales brochure, for example, should be cleared with the source.
In addition, using selected quotes may distort the author's meaning. For example,
a research report may give a new computer product an overall poor performance rating
but mention some good things about the product too. To use only the favorable quote
from the review in a news release or advertisement, the computer company should clear
the quote with the report's authors to avoid possible lawsuits.
Titles of books and plays cannot be copyrighted, but the principle of unfair compe-
tition applies nevertheless. Lawyers say that a public relations staff should not copy
anything if the intent' is to capitalize on or take advantage of its current renown. The key
to a lawsuit is whether an organization is in some way obtaining commercial advantage by
implying that a service or product has the endorsement of or is closely allied with the
literary property. This is also a problem in using names and logos that closely resemble
registered trademarks of well-known companies.
The use of cartoons, illustrations, and photographs from outside sources (either
previously published or unpublished) always requires copyright permission. Copyright
infringement also extends to videotaping television documentaries or news programs if
the intent is for widespread use of the material lo internal or external audiences.
Another category that always requires copyright permission is musical material.
The holders of musical copyrights do not permit use of any part of their compositions
without prior written permission. It is forbidden to quote even a part of a lyric or to play
only a few bars of a tune. But also keep in mind that most classical music, especially
that of the seventeenth and eighteenth centuries, is in the public domain and can be used
without permission.
Public relations personnel can avoid costly lawsuits by observing the following
guidelines:
• Ideas cannot be copyrighted, but expression of those ideas can be.
• Be careful about using the titles of movies, books, and songs as themes for
public relations materials and programs.
• News releases and publicity photographs are not ordinarily copyrighted
because their purpose is widespread distribution and use by the media.
• Major public relations materials (brochures, pamphlets, newsletters,
videotapes, and position papers) should be copyrighted if only to prevent
unauthorized use and copying of the format by competitors.
• Copyrighted material intended to advance the sales and profits of an
organization should not be used unless permission is obtained.
• Copyrighted material should not be taken out of context, particularly if it
implies endorsement of the organization's products or services
• Reprints of an article should be ordered from the publisher.
• Permission must be obtained from the copyright owner to use segments of
popular songs (written verses or sound recordings)
• Permission is required to use segments of television programs or motion
pictures.
• Photographers retain rights to negatives, and permission must be obtained
to reprint photos for uses other than originally agreed on.
• Photographs of celebrities living or dead cannot be used for promotion and
publicity purposes without permission
• Permission is required to reprint cartoons and cartoon characters. Cartoons,
like other artwork and illustrations, are copyrighted.
• Government documents are not copyrighted, but caution is necessary if the
material is used in such a way as to imply endorsement of products or services.
• Private letters, or excepts from them, cannot be published or used in sales
and publicity materials without the permission of the letter writer,
Task 7. Give the derivatives of the following words and use them in the
sentences of your own:
to permit — to ally — to endorse —
Вариант 4
Surveys have shown that the news releases most acceptable to media gatekeepers
are those with a local angle. These stories are custom tailored for an organization or an
individual's local newspaper. Typically, the local angle is in the lead and top half of the
release.
Obviously, the local angle — proximity — has strong news value. Whenever pos-
sible, it is important to "localize" information. Publicists should take the time and extra
effort to tailor national information by including the names of local dealers, retailers, and
other area representatives for the news media serving a particular city or the surrounding
area.
Significance
If a situation or an event is likely to affect a substantial number of people, it is
significant. Ал increase in the price of heating oil is significant in the Northeast, where
many homes are heated by oil. However, this news is not very significant in the West,
where most homes are heated by gas. However, an increase in the price of gasoline
receives a great deal of local, regional, and national coverage because it affects almost
every family.
In judging significance, you must know not only the numbers of people affected but
also who will be affected. A requirement that filling stations install equipment to reduce
the amount of gasoline vaporized into the atmosphere was of minor interest to the public,
but it was extremely significant to the oil companies and service station owners because of
added costs. Consequently, the general press gave the new requirement a few paragraphs,
whereas it received extensive coverage in oil industry publications.
Unusualness
Anything out of the ordinary normally attracts press interest and public attention.
Activist groups like Greenpeace and animal rights advocates often generate news coverage
by staging demonstrations with protesters wearing animal costumes or conducting a mock
funeral procession.
Unusual events and situations are often created solely for the sake of publicity.
Human Interest
People like to read about other people. That is why the news media often focus on
the lives of the rich and famous or even the poor and downtrodden.
A journalist may focus on the plight of one welfare family to illustrate the
problems of the entire social services system. Television news, which tries to explain
complex issues in a minute or two, often uses the vehicle of personalizing the problem or
issue by letting one individual or family speak. Indeed, people would rather listen to the
problems of a welfare mother in her own words than view a series of bar charts showing
the decline in state funding.
Conflict
When two or more groups advocate different points of view on a topic of current
interest, this creates news. Indeed, reporters often fuel the controversy by quoting one side
and then asking the other side for a comment.
Organizations get coverage when they state a point of view that is contrary to other
points of view.
Newness
Advertising and marketing people say that the two words they find most useful are
"new" and "free". You will seldom use "free", but you should constantly search for
something "new". Any news release announcing a new product or service has a good
chance of being published. Every year, the automobile companies get major coverage in
the media when they announce their new models.
New uses for old products are the basis of most food publicity. There is nothing
new about potatoes or walnuts, yet food editors steadily publish new recipes for these and
scores of other foods..
One note of caution. The news media are getting somewhat distrustful of claims
that a product or service is "new". In many cases, the only thing "new" about a product is
the packaging; from an editor's point of view, that is not "new" enough.
Finding News
Now that you understand what constitutes news, you should have a good framework
as you go about the process of finding news.
Internal News Sources
The first step is to become totally familiar with the organization you arc
representing. This would include the organization's purpose and objectives, its products or
services, the corporate philosophy and its key policies, the organizations chart, the history
and background of the organization, its annual revenues, its key markets, its major
competitors, and its relative position in the market. To get this information, you must
study the organization closely and keep up with changes, you must also play the role of
reporter by moving around in the organization. Talk to a variety of people, ask a lot of
questions, and constantly be on the lookout for something new or different. News stories
don't necessarily come to you; you must come to the stories. Other people may have no
awareness of the news value of an event or a situation, so you must be alert to clues and
hints as well as hard facts.
A new source of a raw material may represent merely costs and quantities to the
purchasing agent but may lead you to several stories. For example, a new fiber might
change the characteristics of a textile, with interesting consequences for clothing
manufacturers, consumers, designers, and fashion writers.
A change in work schedules may affect traffic and thus be important to the
community. Personnel changes and promotions may interest editors of business and trade
papers. A new contract, which means hiring new employees, might be important to the
regional economy. By the same token, the loss of a major contract — and its implications
for the employees and community — also qualifies as significant news.
External News Sources
You must read, listen to, and watch the news for events or situations that may affect
your organization.
Public relations writers and personnel should be constantly on the alert for events or
situations that can be applied to the employer or client. Other sources of information, in
addition to the general press, are census reports, national polls, trade media, financial
analyst reports, sales figures for entire industries, and updates on competitors.
□ Notes
People — популярный еженедельник, содержащий короткие заметки и мно-
жество фотоматериалов о людях, которые часто появляются в новостях или на
экранах телевизора, о популярных спортсменах, кинозвездах, представителях
высшего света. Издается в Нью-Йорке, основан в 1974 г
IBM — International Business Machines Corp — компания по производству
электронной техники и программного обеспечения. Правление компании нахо-
дится в г. Армонк, шт. Нью-Йорк, где была создана первая ЭВМ.
44
EXXON — нефтяной концерн, правление которого находится в г.
Ирвинге, шт. Техас. Крупнейшая в мире нефтяная корпорация, владеет
широкой сетью бензоколонок.
updates — последние данные, информация
Words and word-combinations
1. background — происхождение; предпосылка
2. annual revenues — ежегодный доход
3. competitor — конкурент
4. keep up with changes -— идти в ногу со временем, не отставать от
современности; вовремя производить замены
5. to be on the lookout for = to be on the alert for — быть настороже;
выискивать или высматривать ч.-л.
6. to have an awareness of the news value of an event — иметь чувство
событийной ценности
7. to be alert to smth — быть настороже
8. promotion — повышение по службе; продвижение
9. by the same token — кроме того; к тому же
10. to qualify — квалифицировать
11. census reports — данные, полученные при переписи населения
12. national polls — списки избирателей (для всеобщих выборов)
Вариант 5
Task 1. Read the texts and translate them in writing.
2. Shrinking News Holes. The recession in the early 1990's left many publications
scrambling for advertising dollars, which directly affected the news space available.
Many periodicals have cut back on pages and have consequently reduced the news hole.
The result is increased competition for getting your publicity accepted and published. A
newspaper or trade magazine editor, for example, has hundreds of news releases and
story ideas for every edition, and only a few can be used.
3. Changing Nature of the Mass Media. The mass media are becoming
increasingly fragmented, meaning that they no longer offer the opportunity of reaching
48
large numbers of people in a single effort. The "one size fits all" news release is dead. In
addition, evening papers have died in many cities, morning papers have lost circulation.
4. Information Overload. Our society is experiencing widespread information
clutter. The decline of the mass media has been accompanied by a proliferation of more
specialized media — weeklies, trade newspapers and magazines, cable channels,
electronic online databases — that all compete for the individual's attention. As a
consequence, your organization's news, even if it does get published or broadcast, may
never get the attention of the audience. To use a metaphor, your story is only one tree in a
vast forest.
Despite these barriers, the news media are indispensable if the organization's
objective is to inform, persuade, and motivate various audiences. You, however, must
recognize the barriers and do several things to make your efforts more effective. They
include (1) targeting the right media with your information, (2) thinking continuously
about the interests of the readers or listeners, (3) keeping in mind the objectives of the
client or employer, and (4) exercising creativity in thinking about how to present
information that will meet the requirements of media gatekeepers. Also, don't try to
blanket the media with a blizzard of news items.
To work effectively, you must understand what makes news, how to find it, and
how to generate it
□ Notes
Versus — (Лат.) (обыкн. сокращ. V) против {юр. или спорт.); в
сравнении с
Words and word-combinations
1. news hole — место, отведенное под информацию
2. news space — количество строк, отведенное под информации
3. periodicals — периодические издания
4. to cut back on pages — сократить количество страниц в
периодическом издании
5. competition — конкуренция, соревнование
6. "one size fits all" news — новости, удовлетворяющие все вкусы
(интересы)
7. circulation — тираж
8. overload — перегрузка, перенасыщение
9. information clutter — мешающая информация, мешающие сюжеты
(избыток в передаче непрограммного материала между различными шоу:
рекламные вставки, титры, различного рода объявления, анонсы — все. что
может раздражать телезрителя и снизить действенность рекламы);
информационный хаос.
10. a weekly — еженедельное периодическое издание
11. cable channel — канал кабельного телевидения
12. indispensable — необходимый; обязательный
13. to target — нацелить
14. to meet the requirements — отвечать требованиям
49
15. gatekeeper — цензор (чаше всего цензором является продюсер,
издатель и другие липа из руководящего состава, ответственные за
окончательный выпуск программы)
16. to blanket — зд. "забросать" (в большом количестве) новостями
Task 7. Find in the text the cases of the Complex Object and translate these
sentences into Russian.
Task 10. There are 4 points in the text that a public relation writer must keep in
mind to make his effort more effective.
Do you agree with them? Illustrate your point of view.
Task 1. Read and translate the article from newspaper “The Moscow News”. Make
your own list of new words and expressions.
Task 2. Study the expressions and use them in your article annotation.
Учебная программа
для студентов специальности СО ФБО 4 курса по дисциплине
«Иностранный язык в профессиональной сфере» (осенний семестр)
Task 1. Read and translate the following texts and do the exercises.
52
Text 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 any
medium can 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.
1,200 New York Times, Washington Post front pages were studied as far back as
1993 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".
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.
□ 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.
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
53
credibility – взаимное доверие
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
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. -
fact advisories
op-ed sheets
media kits
press articles
routine channels
news demand
insatiable release
trust waste
accurate lack of trust
timely inopportune
metropolitan inexact
save local
8) 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.
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.
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
judgments 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.
56
□ Notes:
psychographic - a system for classifying people by mental attitudes and values rather
than by physical characteristics, income level, or place of residence; психография.□
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 judgment - 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
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
to endorse information
shared
screens and filters of
57
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 office is designed for two clerks, with double work areas.
5. These messages are being widely disseminated via the Internet.
6. These days, he endorses products including health foods and sunglasses.
to disseminate precise
to perceive to spread
credibility to demand
to require trust
accurate to think of
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.
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 indepen-
dence from government control.
10) Write down one phrase showing the main idea of the text.
There will always be areas of friction and disagreement between public relations
people and journalists, but that doesn't mean that there can't be a solid working
relationship based on mutual respect for each other's work including journalists.
A good working relationship with the media is vital for a public relations writer.
Indeed, one definition of public relations is the building of relationship between the
organization and its various publics.
Dealing with the Media
Many guidelines for dealing effectively with the media have been compiled. Most of
them are well tested and proven, but you must always remember that there are no ironclad
rules. Media people are also individuals to whom a particular approach may or may not be
applicable. Here's a list of general guidelines.
1. Know your media. Be familiar with the publications and broadcast outlets that
are regularly used. Know their deadlines, news format, audiences, and needs. Do your
homework on other publications and broadcast shows before sending a pitch letter or news
material.
2. Limit your mailings. Multiple news releases are inefficient and costly, and they
alienate media gatekeepers. Send releases only to publications and broadcast outlets that
would have an interest in the information.
3. Localize. Countless surveys show that the most effective materials have a local
angle. Take the time to develop that angle before sending materials to specific
publications.
4. Send newsworthy information. Don't bother sending materials that are not
newsworthy. Avoid excessive hype and promotion.
5. Practice good writing. News materials should be well written and concise. Avoid
technical jargon in materials sent to nontechnical publications.
6. Avoid gimmicks. Don't send T-shirts, teddy bears, balloon bouquets, or other
frivolous items to get the attention of media gatekeepers.
59
7. Be environmentally correct. Avoid giant press kits and reams of background
materials. Save trees.
8. Be available. You are the spokesperson for an organization. It is your
responsibility to be accessible at all times, even in the middle of the night. Key reporters
should have your office and home telephone numbers.
9. Get back to reporters. Make it a priority to respect your promises and call
reporters back in a timely manner. They have deadlines to meet.
10.Answer your own phone. Use voice mail systems as a tool of service, not as a
screening device. Reporters (like other people) hate getting bogged down in the electronic
swamp of endless button pushing.
11.Be truthful. Give accurate and complete information even if it is not flattering to
your organization. Your facts and figures must be clear and dependable.
12.Answer questions. There are only three acceptable answers: "Here it is", "I don't
know but I'll get back to you within an hour" and "I know but I can't tell you now
because..." "No comment" is not one of the three alternatives.
13.Protect exclusives. If a reporter has found a story, don't give it to anyone else.
14.Be fair. Competing media deserve equal opportunity to receive information in a
timely manner.
15.Help photographers. Facilitate their work by getting people together in a central
location, providing necessary props, and supplying subjects' full names and titles.
16.Explain. Give reporters background briefings and materials so that they
understand your organization. Tell them how decisions were reached and why.
17.Remember deadlines. The reporter must have enough time to write a story. One
good rule is to provide information days or weeks in advance. In addition, don't call a
media outlet to make a pitch at deadline time.
18.Praise good work. If a reporter has written or produced a good story, send a
complimentary note. A copy to the editor is also appreciated.
19.Correct errors politely. Ignore minor errors such as misspellings, inaccurate
ages, and wrong titles. If there is a major factual error that skews the accuracy of the entire
story, talk to the reporter who wrote the story. If that doesn't work, talk to the editor or
news director.
Notes:
to screen one's calls - to find out who is calling on the telephone, especially by using an
answering machine, so that you do not have to speak to somebody you do not want to
speak to - «просеивать» звонки
Vocabulary:
alienate – отдалять, отвращать
angle – точка зрения, подход
applicable – применимый
avoid – избегать
compile – составить
concise – краткий, сжатый
deadline – крайний срок
60
definition – определение
device – приспособление
exclusive – эксклюзивное сообщение
facilitate – облегчать
flatter – льстить
guidelines – правила, инструкции, директивы
ironclad rules – «железные» правила
meet the deadline – выполнить ч.-л. в срок
pitch letter – рекламно-информационное письмо
priority – первостепенная задача, приоритет
props – реквизит
ream – груда
skew – исказить
take the time – не торопиться
vital – жизненно важный
voice mail system – автоответчик
1) Find the English equivalents in the text and use them in sentences of your own:
заранее; взаимное уважение; высоко оценивать; фактическая ошибка; непра-
вильное написание; неэффективно; достоверный факт; пустяковая, ерундовая
вещица; приемлемый ответ; бесчисленные опросы.
2) Find the words in the text which describe or mean the following:
1. rules or instructions about the best way to do smth. -
2. a date or time by which you have to do or complete smth.-
3. to add local interest material to a story -
4. the thing that you think is most important and that needs attention before anything
else -
5. an important news story that is in only one newspaper, magazine, television news
program etc. -
4) Match the words (there can be more then one variant). Use them in sentences
of your own:
News rules
Ironclad answer
News letter
Acceptable director
Pitch releases
regularly reliable
costly conflict
disagreement essential
solid constantly
vital expensive
frivolous redundant
timely flexible
flatter inopportune
ironclad criticize
concise sensible
□ Vocabulary:
ambush – заманить в ловушку
accomplish the objective – достичь цели
in advance – заранее
anticipate – ожидать, предвидеть
appropriate – подходящий
be in the hot seat (col.) – быть как на иголках
body language – язык жестов
catch smb. off guard – застигнуть к.-л. врасплох
chat away – болтать
consumer awareness – потребительская осведомленность
decline – отвергнуть, отказаться
follow up – довести до конца
get across to smb. – донести до к.-л.
imply – намекать, предполагать
newscast – последние известия (по радио или телевидению)
nightmare – кошмар
prone to smth. – склонный к ч.-л.
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rehearse – репетировать
slant – передергивать факты; необъективно представлять информацию
stage-fright – страх перед публикой
Task 2. Copy out and translate in writing 4 paragraphs from the text describing how you
could get ready for the interview.
Task 1. Read and translate the article from newspaper “The Moscow News”. Make
your own list of new words and expressions.
Учебная программа
для студентов специальности СО ФБО 4 курса по дисциплине
«Иностранный язык в профессиональной сфере» (весенний семестр)
Task 1. Read and translate the following texts and do the exercises.
Text 4: The Basics of a Print Ad
There are several key elements in a print advertisement. They are headline, text,
artwork, and layout.
Headline. Advertising expert John Caples says, "The headline is the most important
element in most ads - and the best headlines appeal to the reader's self-interest or give
news".
Headlines should be specific about a benefit, or they can be teasers that arouse
interest. Here is a headline about a specific program: "The Phoenix Mutual Insurance
Retirement Income Plan". Caples thought this was all right, but he created a headline that
sold much more successfully: "To Men Who Want to Quit Work Some Day". This was
accompanied with an illustration of a smiling senior citizen fishing in a mountain stream.
Text. The headline is followed by what is known as text or body copy. This is the
words that persuade the reader to do something. In general, copy should be limited to only
one or two major points. Sentences should be short and punchy. A declarative sentence is
much better than one that includes a dependent or an independent clause.
The copy should invoke emotion, provide information of value to the reader, and
suggest a way that the reader can act on the information. You might include a toll-free
telephone number, an address to write for more information, or a suggestion that people
visit a local dealer.
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Artwork. An ad can consist of just a headline and copy, but ads usually have a
strong graphic element. This may be a striking photo, a line drawing, or a computer-
generated design. Artwork attracts the reader to the ad and breaks up large blocks of type.
Layout. The headline, copy, and graphic elements need to be integrated into an
attractive, easy-to-read advertisement. A layout can be a mock-up of the planned ad, or it
can be a detailed comprehensive that includes the actual type and artwork that will be
used.
□ Vocabulary:
print – печатный
headline – заголовок
artwork – художественное оформление; рисунок
layout – макет объявления печатной рекламы
appeal to – обращаться к, привлекать
self-interest – личная заинтересованность
benefit – польза, выгода
teaser – (разг.) рекламное объявление; головоломка «дразнилка» (дразнящее
рекламное объявление или заголовок, не сообщающее всей необходимой
информации, но содержащее указание на то, что отсутствующие сведения будут
даны в последующих публикациях или на последующих щитах)
arouse interest – вызывать интерес
phoenix – (миф) Феникс; чудо
mutual – взаимный
insurance – страхование; страховая премия
retirement – отставка; выход на пенсию, в отставку
income – доход
create – создавать
quit – бросать что-то, уходить
fish – удить, ловить рыбу
a stream – ручей
body сору – основной текст
persuade – уговорить к.-л., убедить
major – крупный, важный
sentence – предложение (грамматическое)
punchy – эффективный, энергичный
declarative – декларативный; повествовательное предложение
dependent – подчинительное предложение
independent – самостоятельный, независимый
clause – придаточное предложение
involve – взывать к
provide – предоставлять, обеспечивать
value – ценность
suggest – предложить
toll-free – бесплатный (междугородный телефонный разговор)
dealer – дилер; биржевой торговец; торговец;
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graphic – графический
striking – поразительный, ошеломляющий
line drawing – штриховой рисунок
computer-generated design – компьютерный рисунок
a block of type – блок набора
break up – разбивать (на части)
integrate into – объединять
easy-to-read – легко читаемый; легкий (простой) для прочтения
mock-up – оригинал-макет в натуральную величину
comprehensive – чистый макет (рекламного объявления)
actual – реальный, действительный
Task 1. Find the English equivalents in the text. Use them in sentences of your own:
1. печатные рекламные объявления
2. «дразнилки», вызывающие интерес
3. короткие и энергичные предложения
4. предоставлять информацию
5. бесплатный междугородный телефонный разговор
6. основной текст рекламы
7. штриховой рисунок
8. компьютерный рисунок
9. реклама, легкая для прочтения
Task 2. Find in the text the words, which describe or mean the following:
1. the title of a newspaper article, printed in large letters above the article -
2. the way in which writing and pictures are arranged on a page -
3. a strong human feeling such as love, hate, anger -
4. pictures that are made for a book or magazine, or for another product such as a
computer program -
5. to produce words, numbers, or pictures on paper or other material, using a machine
which puts ink onto the surface -
6. to make a serious public request for help, money, information, etc. -
7. including everything that is necessary -
8. a full-size model of something that is going to be made or built, which shows how it
will look -
9. something that gives you advantages or improves your life in some way -
to persuade to withdraw
punchy to convince to do
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to print unpaid
detailed to involve
free accurate
to include energetic
to avoid to publish
Task 5. Match the words:
Task 6. Complete the following sentences from the text and translate them into
Russian:
1. An ad can consist of just....
2.... is followed by what is known as text or body copy.
3.... need to be integrated into an attractive, easy-to-read advertisement.
4. Headlines should be specific about....
5. The copy should invoke emotion, provide....
6. A layout can be a mock-up of....
Task 1. Find the English equivalents in the text. Use them in sentences of your own:
1. листы бумаги
2. двадцати четырех-листовый плакат
3. наружная реклама
4. текст для наружной рекламы
5. поддерживание связи с к.-л. может окупиться
6. пригородные железнодорожные станции
7. отрывные приложения к рекламному объявлению
Task 2. Find in the text the words, which describe or mean the following:
1. to regularly travel by train or car between one's work in a town and one's home in the
country or suburbs -
2. existing, happening, or used outside, not inside a building -
3. the pattern or color on top of which something has been drawn, printed, etc. -
4. the way that something has been planned and made, including its appearance, how it
works, etc. -
5. to uncover or show something that is usually covered or not able to be seen -
6. to officially accept a plan, a proposal, etc. –
7. to plan that something will happen at a particular time
Task 3. Translate the following words into Russian. Use them in sentences of your own:
1. outdoor advertising
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2.outdoor copy
3. outdoor site
4.outdoor space
5. outdoor companies
6. outdoor poster
direct graphics
transit advertising
eye-catching organizations
outdoor mail
nonprofit vehicles
Task 1. Find the English equivalents in the text. Use them in sentences of your own:
избежать ч.-л.; характер встречи; предупредить кого-либо о ч.-л.;
выступление по телевидению; знакомая обстановка; расположение
камер и микрофонов; в пользу ч.-л.; тщательно сделать работу;
основные вопросы; произвести хорошее впечатление.
Task 2. Find the words in the text which describe or mean the following:
1. extremely important, necessary, and urgent -
2. a noticeable difference from what is expected or normal -
3. incorrect or wrong -
4. soft and pleasant to hear -
5. to prepare someone for an important job or position in society by training
them over a long period -
6. a group of people with skills or special knowledge who have been chosen
to give advice or opinions on a particular subject -
Task 3. Translate the following sentences into Russian:
1. Hotel rooms are at a premium during the summer.
2. It's imperative that you leave immediately.
3. At least 15 million Americans still hold the erroneous view that cancer is
contagious.
4. His son was being groomed to take over the business.
5. A panel of scientists met to discuss the issue of nuclear safety.
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6. She refused to grant our request for an interview.
attractive coach
imperative productive
only (adj.) urgent
effective appealing
groom singular
permit friendly
attractive fruitless
poor repulsive
effective refuse
hostile superior
Task 6. Complete the sentences with the following words, then translate them into
Russian:
(at a premium; granted; expertise; imperative; deviations; permit; convey).
Task 1. Copy out and translate the following text into Russian.
Using an Advertising Agency
Most public relations advertising is prepared and placed by advertising agencies.
The agency has people who are experts in all phases of creating the ads and getting them
published or broadcast in the chosen media.
If your organization has an advertising department, it is likely to be the prime
contact with the agency. However, there are some organizations, in which the public
relations department is the contact. In either case, the public relations people are identified
as the "client", the entity that approves or disapproves the agency's recommendations.
This relationship must be one of enthusiastic cooperation. Agency and client are not
adversaries but partners. In general, the public relations role is to determine broad
objectives ("what to do") while the agency determines the means ("how to do it").
Advertising agencies do not normally charge anything for their services. Their
compensation comes from the "agency discount" that is granted by most media. Normally
this discount is 15 percent of the cost of the space or time, and it is not granted to
advertisers. It works this way: If the space or time costs $1000, the agency bills the
advertiser for the sum but remits $850 to the medium. The $150 difference is retained by
the agency as pay for preparing the ad.
Agencies bill clients for the cost of materials purchased for use in preparing the
advertising for publication or broadcast.
Task 2. Find in the text the words that describe or mean the following.
1. to ask someone a certain amount of money for something you are selling -
2. to send someone a bill -
3. the amount of money that you have to pay in order to buy, do, or produce something -
4. to give someone something that they have asked for, especially official permission to do
something -
5. a reduction in the usual price of something -
6. something that exists as a single and complete unit -
7. to buy something –
Task 3. Find in the text the following word combinations and use them in the
sentences or situations of your own
1. рекламные агентства
2. реклама паблик рилейшнз
3. рекламодатель
4. рекламный отдел
5. определить цели
6. определить средства
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Task 1. Read and translate the article from newspaper “The Moscow News”. Make
your own list of new words and expressions.
Task 2. Make up the annotation to your article.
Раздел IV. Устная тема «PR Perspectives in My Native Place».
Task 2. Describe what job opportunities as a PR specialist you can find in Ukhta
and/or in your native place. You may use the questions as a plan.
1. Where do you study? Do you combine your studies and work? If yes, where do
you work? (Describe your enterprise) What is your position? What do your duties involve?
Do you like your job? Why?
2. Would you like to have another job? Where would you like to work? Why?
(Describe this enterprise) How would you manage your duties?
Учебная программа
для студентов специальности СО ФБО 5 курса по дисциплине
«Иностранный язык в профессиональной сфере» (весенний семестр)
Task 1. Read and translate texts 1, 2, 3 and do the tasks following each text.
Text 1: On Newspapers
Newspapers are archives, objects of record. They can be referred to, checked back
on, in a way that the television or radio news cannot. They can describe events at greater
length, add more relevant detail, give authoritative comment from people in a position to
detect trends and the likely lines in which a news story will develop.
But the old concept of a newspaper “scoop” the presentation of a startling hard
news story a day before its rivals, is virtually dead – killed by radio and television.
What is newsworthy?
During the day, newsworthy events will happen that are quite unpredicted. A
passenger plane may crash, a bank raid may take place, a film star announces she is getting
a divorce.
“Newsworthy?” But are these events newsworthy? Who says they are newsworthy?
Different countries have different customs. So who says these things are newsworthy?
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Who chooses to report a bank raid rather than the one hundredth birthday of Mrs. Jemima
Snooks, who has had a telegram from the Queen?
Let us look at the finished product and work back from here. Every newspaper,
every radio and television news bulletin has a “lead” story – the first story given greatest
prominence on the front page or put first in the bulletin. The editor - or more usually the
chief subeditor, since the editor is usually too busy to be concerned with the minute-by-
minute running the organization - chooses which story he thinks will be most important to
the readers, listeners, viewers.
If there is an earthquake in Peru with an estimated 2,000 dead, the quality papers in
Britain would probably put that prominently on their front pages. The popular papers
would try to discover whether any Britons were working in the area, and if they found that
an English girl was there – and particularly if the picture department could produce a
photograph of her – that might rate the first page.
Otherwise, if the dead toll were entirely local, the popular press would probably
place the disaster on an inside foreign page.
If a house fell down in Liverpool trapping a family, the Liverpool Echo would
probably put that prominently on the front page. The national papers might put it briefly
lower down their front pages, and the popular tabloids would probably put the story inside
the paper.
Each newspaper, each news bulletin is thus a product manufactured from what is
available. No newspaper ever comes out with blank columns and the comment that there is
“no news today” except in those countries where governments impose press censorship.
The quality papers, sometimes called the “papers of record”, do however print
stories that they should be recorded, even if they are dull and unlikely to appeal to many
readers. It is said that there used to be a competition on the foreign desk of The Times to
write the dullest headline, which was once won by a journalist who wrote the headline:
“Small Earthquake In Chile: Not Many Dead”.
(After David Wainwright)
Notes:
a scoop – эксклюзив
(a) hard news (story) – главные новости
a news bulletin – сводка новостей
a quality paper – качественная газета
Task 2. Translate the following expressions from the text into Russian. Use any 5 of them
in the situations of your own.
object of record; to be referred to; at greater length; to give authoritative comment; the
likely lines; a startling hard news story; the finished product; to give greatest prominence;
to be concerned with something; to run the organization; to put a story prominently on the
front page; to rate the first page; an inside foreign page; newsworthy events; popular
tabloids; quality papers; to impose press censorship; the dullest headline.
80
Task 3. Answer the following questions:
1. Why does the author think that newspapers are archives? Do you agree with this point
of view? Have you ever read any old newspapers in search for some necessary
information?
2. Do you agree that newspapers always reflect the actual situation in the world events?
Can they always serve as reliable source of news?
3. Do all newspapers give prominence to the same news?
4. Have you ever tried to compare news stories published in quality and tabloid
newspapers dealing with the same problem?
5. Can you name any last news, which may be described as predictable or non-predictable?
6. Do you agree that the concept of a newspaper ”scoop” is now outdated? Explain why.
7. What specialists have to refer to old newspapers? Why? (politicians, economists,
writers, actors, architects, lawyers, linguists, historians, etc.)
8. Do you agree that newspapers are more interesting than radio and television?
9. What is newsworthy from your viewpoint?
10. What is the approach of tabloid and quality newspapers to the choice of news?
11. What is your favourite newspaper? Is it a tabloid or quality newspaper? What news
does it usually give greatest prominence to? Describe it in detail in writing.
Notes:
a beat – тема
sound bite – часть интервью, используемого в радио и телевизионных новостях,
газетной статье
deadline – конечный срок подачи материала журналистом
Task 2. Translate the following expressions from the text into Russian. Use any 5 of them
in the situations of your own.
Task 2. Translate the following expressions from the text into Russian. Use any 5 of them
in the situations of your own.
Task 1. Read, copy and translate the text into Russian in written form.
Some basic courses a future public relations worker should include in a college
program would be newspaper reporting and editing, broadcasting, principles of
advertising, marketing, public opinion, public speaking, principles of economics,
American government and history, general psychology. The public relations prospect
cannot overspecialize in his educational training, by the very nature of his chosen field. He
must be careful to select a broad band of social science courses, in addition to his
communications concentration. If he is in the news editorial or advertising area, he will
include basic courses in the other area. If he is in business administration, he will want to
include several basic journalism courses, and vice versa. If courses in public relations
theory and methods are offered (and they are more commonly offered by journalism
schools than by business schools), he will of course take them. In a few instances, he will
find a major offered in his field.
College graduates who prepare themselves both in communications skills and in
general background knowledge are in demand even though they may be inexperienced. A
survey of public relations departments and firms by the Public Relations Society of
America showed that one out of every three persons hired is a college graduate without
experience. Entry is easiest in advertising agencies, industries, and institutions; it is less
easy in public relations firms, welfare organizations, and governmental units. These
employers, having typically smaller staffs, are more likely to demand previous media
experience.
Although writing skill ranks highest in the minds of public relations men, there are
openings on large company staffs for those who write adequately but who prefer other types
of work. Specialists in survey and statistical work, good speakers who have organizational
ability and training in group discussion, radio-television and film specialists, persons who
have specialized in corporate organization or labor relations - these are some who can find a
place in the public relations field and advance to high levels.
Task 2. Read the following job advertisement. Imagine you are going to get this job. Make
up a resume of your own.
Advertisement:
Information Services Department
Senior Public Relations Assistant
(Harlow News)
Task 3. Read the text “How to Prepare a Handout”, write out and translate into Russian
the most interesting pieces of advice that may be useful for you (about 7).
Remember that a handout is prepared to be read, often by very busy people to whom
it will be one more piece of paper (or sheaf of pieces of paper) among hundreds in the
morning mail. While every PRO must believe that the information he is putting out is of
vital importance, it may not seem that way to the recipient.
Just as a journalist writing a news story must contrive an opening sentence that
attracts and holds the attention of the reader, so must the handout writer catch the attention
of journalists who are predisposed not to be interested in what they read.
If the subject of the handout is long and complicated, it is a good idea to summarise
the subject at the top of the first page, or on a covering sheet, to explain why the subject
deserves to be treated at length.
Much the same applies to speeches by chairman, managing directors and chief
executives. Some PROs circulate ten pages speeches by their lords and masters to the
press, and are then disappointed and surprised that not a line appears in print. Better to
extract one or two short, sharp and (if possible) controversial sentences as a lead-in.
The same principles of layout are applied to handouts as to copy for the press. Use
one side of the paper only, of course. Leave wide margins. Never run a sentence from one
sheet to another. And always check spellings, names, dates and figures. Newspapers have
in general only one filing system, the waste-paper basket, and corrections to handouts sent
by the following post seldom catch up the original mistake.
Keep it simple. If technical terms must be used, work in an explanation of what they
mean. If the handout is to be issued in advance (e.g. the advance text of a speech) make
sure the embargo time and date is clearly marked on each sheet.
Finally, check the circulation list. It is wasteful to send handouts to people who
obviously have no interest in them (e.g. to send handouts about food and cooking to
magazines with no cookery column). Many PROs have an annual weed out of the handout
circulation lists; but be careful not to offend those who can be useful to you. Sometimes
over-enthusiastic departments send arrogant demands that if the recipient wants the
handouts, he should ask for them. Some who would be quite glad to receive the handouts
86
are not prepared to go through this routine, and a useful channel of communication might
become blocked through false efficiency if the recipient takes offence.
Remember that it is the PRO who needs the publicity for his message, not the other
way round.
Task 1. Read and translate the article from newspaper “The Moscow News”. Make
your own list of new words and expressions.
Task 2. Make up the annotation to your article.
This spring I worked as a PR specialist during the election campaign to Ukhta Town
Council. Our candidate was … He did not have any experience of taking part in elections,
so he completely relied on us, his team.
Our task was very difficult since all of us were students. Besides, we had a very
scant budget. At last, our rivals were very serious and experienced. We put in our best
licks to promote the candidate. We prepared and published leaflets with our candidate’s
biography, his political program and his appeals. In addition, we started the edition of the
“Point of View” newspaper, the political bulletin to be exact. We worked up the design of
calendars to give them out. We electioneered among the potential voters, the people who
lived in his district. Of course, we could not do without many shaped deceits. E.g., we
asked his rivals tricky questions at their meetings with voters.
In spite of all our efforts, our nominee was not a success.
Notes:
scant – ограниченный, скудный
a rival – соперник, конкурент
to put in one’s best licks – прилагать все усилия, стараться
a tricky question – вопрос с подвохом
My PR Practice (2)
To my mind, it is very difficult and very important for us, students, to determine
what sphere of Public Relations we will work in. And to make a right decision we should
try ourselves in as many specializations as possible.
As for me, I took my practice at the “Polytechnic” university newspaper
department. The readership of the “Polytechnic” is the students, the teaching staff and
collaborators of Ukhta State Technical University.
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I was given some tasks by the editor-in-chief. At first, I had to collect necessary
information about people who had been working at our university for many years. Then I
interviewed them. It was very interesting to talk to them. Every time I found out
something new and useful. Sometimes I took photos of these people. Then we discussed
drafts of our future articles with the editor. She always gave us some very useful practical
advice. Soon the “Polytechnic” came out with my article on the front page. I think it was a
great experience.
Task 2. Answer the following questions making use of the given expressions.
1. Where do you study at? (a fifth year student; the Extra Mural Faculty; my
speciality)
2. Where did you take your PR practice?
3. How long did your PR practice last?
4. What exactly did you do during your practice? (to give / get certain tasks; to
take interviews; to work out / design / create; to decide; to collect / find out; to prepare
handouts)
5. Who was your supervisor? Did he/she help you a lot?
6. Did you fail in anything during your practice?
7. Do you find your PR practice necessary and useful? Why?
Task 3. Make up your own practice report making use of your answers and get ready to
tell about it.
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Уважаемый студент!
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