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AREAS OF FRICTION: TABLOID JOURNALISMNewspapers and broadcast shows are not all alike, and the level of commitment to journalistic standards ranges from wholehearted to nonexistent. Some periodicals are highly praised for their objective and fair reporting, whereas others are famous for headline stories based on hearsay. The same situation exists on television. Some shows are known as "tabloid television" and "trash TV" because they concentrate on the sensational and use the facade of traditional journalism on what is pure entertainment. This has been called The proliferation of tabloid television means that you have to be very careful. In the race for ratings, some shows have started to offer more sensationalism and to manipulate events for greater effect. Such lapses of journalistic standards are a major concern for the media because the antics of an isolated few affect the credibility of all journalists. Your challenge is to make sure you don't paint all media with the same brush. You should continue to give service to responsible journalists and provide information. However, if a reporter has a reputation for sensationalism, you are probably better off if you simply refuse to be interviewed or provide information. If you do decide to work with a tabloid television reporter, there are some points that can help you keep control of the situation: Never do an adversarial interview alone. One option is to have a lawyer sit in on the interview. Research the interviewer's record before facing the camera. Know his or her method of questioning. Don't accept any document on camera. Surprise documents can be used to trip up subjects and make them look foolish. Get a commitment that you will be able to respond to accusations made by others as part of the story. If cornered, counterattack. Take the offensive and accuse the reporter of unprofessional conduct, incompetence, or a lack of understanding of the subject.
Vocabulary: accuse smb. of smth. - обвинять к.-л. в ч.-л. adversarial - враждебный commitment to smth. - преданность, верность, обязательство corner smb. - «загнать в угол» lack of smth. - отсутствие ч.-л. lapse - падение make accusations - выдвигать обвинение hearsay - слухи antics - проделки, шутовство proliferation - распространение race for ratings - погоня за рейтингом sensationalism - сенсационность tabloid - низкопробный tabloid press - бульварная пресса take the offensive - перейти в наступление trash (material, writing) - чтиво, макулатура, дешевка trip up - запутывать
Exercises 1) Find the English equivalents in the text: основываться на слухах; предоставлять информацию; держать ситуацию под контролем; некомпетентность; заручиться обязательствами; сосредоточиваться на ч.-л.; колебаться (варьироваться); подрывать доверие к ч.-л; показаться перед камерой; непрофессиональное поведение.
2) Find in the text the words which describe or mean the following: a newspaper that has a lot of photographs, stories about famous people, gossip and not much serious news; a level or a scale that shows how good, important, popular etc. someone or something is; something that you have heard about from other people, but do not know to be true; a way of reporting events or stories that makes them as strange, exciting, or shocking as possible.
3) Translate the following words and word-combinations into Russian. Use them in sentences of your own: 1. to accuse smb. of smth.; to make an accusation; to bring an accusation against smb.; the accused; 2. commitment; commitment to a cause; to make a commitment; to commit oneself to smth.
4) Match the words, translate them and use in sentences of your own:
5) Translate the following sentences into Russian: Hearsay is not allowed as evidence in court. Reporters used extreme and adversarial methods to get their information. Her latest affair was splashed across the covers of supermarket tabloids. The new comedy had the highest television rating this season. Many people get tripped up over new tax laws.
6) Match the words having the opposite meaning:
7) Write down 5 questions to the text using the active vocabulary of the unit.
8) Can you explain the following: Your challenge is to make sure you don't paint all media with the same brush. The antics of some media affect the credibility of all journalists.
9) Agree or disagree with the tips concerning handling tabloid reporters. Do you think it will really help you keep control of the situation? Start your sentences with: It's no use. No, it's no good doing it. What's the use of... It is worth while... Well, I could do that, I suppose... Yes, I think it's advisable to do that...
10) Prepare the topic Tabloid journalism for retelling. Практический этикет и кризисные коммуникации со СМИ UNIT VII EFFECTIVE MEDIA RELATIONS 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 solid working relationships based on mutual respect for each other's work. 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. 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. 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 before sending a pitch letter or news material. Limit your mailings. Multiple news releases are inefficient and costly, and alienate media gatekeepers. Send releases only to publications and broadcast outlets that would have an interest in the information. 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. Send newsworthy information. Avoid excessive hype and promotion. Practice good writing. News materials should be well written and concise. Avoid technical jargon in materials sent to nontechnical publications. Avoid gimmicks. Don't send T-shirts, teddy bears, balloon bouquets, or other frivolous items to get the attention of media gatekeepers. Be environmentally correct. Avoid giant press kits and reams of background materials. Save trees. 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. Get back to reporters. Make it a priority to respect your promises and call them back in a timely manner. They have deadlines to meet. Answer your own phone. Use voice mail systems as a tool of service, not a screening device. Reporters (like other people) hate getting bogged down in the electronic swamp of endless button pushing. 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. 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. Protect exclusives. If a reporter has found a story, don't give it to anyone else. Be fair. Competing media deserve equal opportunity to receive information in a timely manner. Help photographers. Facilitate their work by getting people together in a central location, providing necessary props, and supplying full names and titles. Explain. Give reporters background briefings and materials so that they understand your organization. Tell them how decisions were reached and why. 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 deadlines time. 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. 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.
Vocabulary: alienate - отдалять, отвращать angle - точка зрения, подход applicable - применимый avoid - избегать compile - составить concise - краткий, сжатый deadline - крайний срок definition - определение device - приспособление exclusive - эксклюзивное сообщение facilitate - облегчать flatter - льстить guidelines - правила, инструкции ironclad rules - «железные» правила meet the deadline - выполнить ч.-л. в срок pitch letter - рекламно-информационное письмо priority - первостепенная задача props - реквизит ream - груда skew - исказить take the time - не торопиться vital - жизненно важный voice mail system - автоответчик
Exercises 1) Find the English equivalents in the text and use them in sentences of your own: заранее; взаимное уважение; высоко оценивать; фактическая ошибка; неправильное написание; неэффективно; достоверный факт; пустяковая, ерундовая вещица; приемлемый ответ; бесчисленные опросы.
2) Find the words in the text which describe or mean the following: 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; rules or instructions about the best way to do smth.; a date or time by which you have to do or complete smth.; to add local interest material to a story; the thing that you think is the most important and that needs attention before anything else; an important news story that is in only one newspaper, magazine, television program etc.
3) Translate the following words and word-combinations into Russian. Make sentences of your own: 1. to meet a deadline, to miss a deadline, to set a deadline, to work under a tight deadline, at deadline time; 2. to establish priorities, a top/ high/ first priority, to have/ take/ get priority, to get one's priorities straight/right.
4) Match the words (there can be more than one variant). Use them in sentences of your own:
5) Translate the following sentences into Russian: Lawyers examined reams of documents. Jackson's comments alienated many baseball fans. It depends on your definition of success. Try approaching the problem from a different angle. Dividing students into small groups usually helps facilitate discussion.
6) Match the words which are close in their meaning:
7) Match the words which are opposite in their meaning:
8) Can you explain the following: Reporters (like other people) hate getting bogged down in the electronic swamp of endless button pushing. Countless surveys show that the most effective materials have a local angle.
9) Develop two or three items of the general guidelines which you find the most important. Start with: From the point of view of... It has been pointed out that... I'd just like to say... I think (suppose, guess, believe, dare say)... Personally I believe... In my opinion (view)... As I see it... 10) Prepare the topic Effective media relations for retelling.
UNIT VIII MEDIA ETIQUETTE In addition to the foregoing guidelines, there are several matters of media etiquette that should be observed. Irritating phone calls. Don't call a reporter or an editor to ask if your news release was received. Simply assume that it was if you used a regular channel of distribution such as first-class mail, a courier service, or fax. Unfortunately, the practice of phoning reporters with such an inane question is done as a pretext for calling attention to the news release or making a pitch. Although the approach seems logical, it is better to call a reporter to offer some piece of information or a story angle that may not be explicit in the news release. The telephone call then becomes an information call instead of a plea to read the news release and use it. Inappropriate requests. It is not appropriate to ask a publication or broadcast outlet to send you a clipping of the story or news segment. If you want such material you should make arrangements with a clipping service or a broadcast monitoring firm. It also is not a good idea to ask if you can check a story before it runs. Publications rarely give such permission and consider the request an infringement on the First Amendment rights. From a practical standpoint, news is timely, and there isn't time for outside sources to check stories. It is permissible to ask a reporter if you can check any quotes attributed to you. In many cases, however, you will still get a frosty no.
Vocabulary: assume - предположить, допустить attributed to smb.- приписываемый к.-л. call attention to smth.- привлечь внимание к ч.-л. channel of distribution - канал распространения courier service - курьерская служба explicit - ясный, четкий, точный fax - факс foregoing - вышеупомянутый inane - бессмысленный, пустой inappropriate - неуместный infringement - нарушение irritating - раздражающий make a pitch - пытаться протолкнуть информацию observe - соблюдать permissible - позволительно permission - позволение plea - просьба pretext - предлог quote – цитата
Exercises 1) Find the English equivalents in the text. Use them in sentences of your own: в добавление к ч.-л.; привести к ч.-л.; обычный канал; подход (к проблеме); аспект сообщения, радиостанция, фирма звукозаписи, проверить сообщение, точка зрения; внешние источники; газетные вырезки.
2) Find the words in the text which describe or mean the following: a request that is urgent or full of emotion; to try to make a business agreement, or to sell smth. saying how good it is; a reason given for an action, used in order to hide your own intentions.
3) Translate the following words and word-combinations into Russian. Use them in sentences of your own: to permit smb. to do smth, to give/ask a travel/work/export etc. permit, to give a permission, permissible, permissive, permissiveness.
4) Translate the following sentences into Russian: He was glad to have a pretext to leave the party early. The movie is inappropriate for children. A health inspector gave explicit instructions on how to correct the problem. It is assumed that they will eventually join the EU. Doctors attributed his quick recovery to his physical fitness.
5) Match the words which are opposite in their meaning:
6) Write down 5 questions to the text beginning with "Why...?"
7) Agree or disagree: It is inappropriate to ask media outlets for clips of news articles or to see the story before it is published or broadcast.
8) Render the following item in English: В настоящее время в прессе, в основном, публикуются статьи и очерки, которые дают фоновую информацию к новостям или же статьи и очерки конъюнктурного или общего характера. Как раз здесь и существуют превосходные возможности сотрудничества с журналистами в выдвижении на первый план каких-либо особых интересов. Им требуется постоянный поток идей и проблем, которые они могли бы использовать, и, как правило, они готовы выслушать любые конструктивные предложения. Может показаться, что такая ситуация открывает возможность для оказания неподобающего давления или даже подкупа, однако на самом деле случаи коррупции редки, поскольку неразумные действия часто дискредитируют цель. Постепенно между представителями прессы и специалистами в сфере паблик рилейшнз складываются новые профессиональные отношения. Пресса начинает осознавать ценность контактов с организациями, используя которые может быстро получить достоверную информацию. Компетентные специалисты в области паблик рилейшнз, в свою очередь, с уважением относятся к роли представителей прессы в предоставлении общественности сбалансированной информации, понимают проблемы, связанные с целесообразностью публикаций и ограниченностью их объема.
UNIT IX CRISIS COMMUNICATION A good working relationship with the media is severely tested in times of crisis. All the rules and guidelines about working effectively with the press are magnified and intensified when something out of the ordinary occurs and thus becomes extremely newsworthy. Here is a sampling of major crises that have hit various organizations: The safety of Dow-Corning's silicone gel breast implants comes under fire from both the medical community and thousands of women who claim that they were harmed by the product. Sears is charged by consumer agencies in several states for defrauding customers and making unnecessary repairs at its auto centers. An outbreak of food poisoning, leading to the death of a 2-year-old, is traced to contaminated beef served by Jack-In-The-Box restaurants in Washington State. An activist environmental group claims that the pesticide Alar used on apples is a health hazard to children. The claim is featured on TV, causing a major drop in apple sales, affecting thousands of apple growers. A Florida man claims that his wife's fatal brain tumor was caused by her frequent use of a cellular phone. He files a lawsuit and gets national exposure with an appearance on TV. These situations, no matter what the circumstances are, constitute major crises because the reputation of the company, industry, or product is in jeopardy. Economic survival is at stake, and a company can lose millions of dollars overnight if the public perceives that a problem exists. Johnson & Johnson, owner of the maker of Tylenol, saw the brand's market share shrink from 37 percent to barely 6 percent in a matter of days after capsules laced with cyanide killed seven people in Chicago. By the time it was established that someone had tampered with the product after it had reached store shelves, the ordeal had cost the company more than $50 million to recall the product and test all its manufacturing processes. During such times of crisis, the media can be adversaries or allies. It all depends on how you and your organization manage the crisis and understand the media's point of view.
Vocabulary: adversary - противник ally - союзник barely - едва be at stake - быть поставленным на карту brain tumor - опухоль мозга brand - марка, сорт claim - утверждать, заявлять cellular phone - сотовый телефон charge smb. for smth.- обвинять к.-л. в ч.-л. come under fire - вызвать град нападок consumer - потребитель contaminated - зараженный crisis - кризис, crises (pl) crisis communications - экстремальные связи с общественностью defraud - обманывать evasive - уклончивый file a lawsuit - возбудить судебное дело food poisoning - пищевое отравление fuel - разжигать harm - причинять вред health hazard - опасность для здоровья hit - поразить hostility - враждебность implant - имплантант jeopardy - опасность lace - подливать magnify - увеличивать market share - доля на рынке misconstrue - неправильно истолковать occur - происходить, случаться ordeal - испытание outbreak - вспышка perceive - почувствовать, ощутить recall - отозвать safety - безопасность sampling - выборка shrink - уменьшаться tamper - нарочно тайком портить trace – проследить
Exercises 1) Find the English equivalents in the text. Make up sentences of your own with them: ремонтные работы; двухлетний ребенок; созвать пресс-конференцию; полки магазинов; что-то необычное; группа активистов, выступающая в защиту окружающей среды; показать по телевидению; частое использование; обстоятельства; за одну ночь.
2) Find the words in the text which describe or mean the following: not willing to answer questions directly; a very bad or frightening experience; the sudden appearance or start of war, fighting, or serious disease; to become smaller in amount, size, or value; to trick a person or organization in order to get money from them; a very bad or dangerous situation that might get worse, especially in politics or economics; something that may be dangerous or cause accidents, problems etc.; someone who helps and supports you in difficult situations.
3) Translate the following expressions into Russian. Use them in sentences of your own: before a crisis hits, miss opportunities, keep in mind, no matter what the circumstances are, is featured on TV, when something out of the ordinary occurs, gets national exposure.
4) Translate the following sentences into Russian: Police revealed that the telephone line had been tampered with. The killings could put the whole peace process in jeopardy. The hostages described their terrifying six-week ordeal. He wanted to ensure success against his political adversaries. Her husband was charged with her murder. Profits have been shrinking over the last year. Thousands of lives are at stake if a war is not avoided. He was convicted of conspiracy to defraud the government. Polluted water sources are a hazard to wild life. The auto industry has many allies in Congress.
5) Match the words which are close in their meaning:
6) Match the words which are opposite in their meaning:
7) Complete the following sentences (survival; a lawsuit; fuels; hits; crises; charged): Get to know the journalists in your area before a crisis ___________. "No comment" ___________ hostility. He files __________. Economic _____________ is at stake. These situations constitute major ____________. Sears is ____________ by consumer agencies.
8) Make up ten questions to the text.
9) Can you explain the following: "No comment" fuels hostility. During such times of crisis, the media can be adversaries or allies. A good working relationship with the media is severely tested in times of crisis.
10) Develop in writing the following statement. Use about 120 words. Communication during a crisis requires cooperating with the media and promptly providing honest, factual information even if it is unflattering.
11) Render the following item in English: Иногда внезапно происходят инциденты, которые никто не мог предусмотреть. Примером может служить случай с «Тайленолом», происшедший в США в 1982 году, когда кто-то добавил цианистый калий в это популярное средство от головной боли, что послужило причиной смерти нескольких человек. К недавним потрясениям относится возврат из торговли консервированного детского питания из-за преступного нарушения технологии. Другие примеры можно привести из области фармацевтической промышленности, где лекарства часто имеют опасные неожиданные побочные эффекты. Большая часть нашей работы в качестве специалистов по паблик рилейшнз предсказуема и может заранее планироваться соответствующим образом. Связи с общественностью в кризисной ситуации - явление довольно редкое, и большинство из нас с такими ситуациями вообще не встретится никогда, но если вы работаете в потенциально опасной области, где это может случиться, вам необходимо иметь план на случай такой опасности. Приоритеты, которые следует включить в кризисный план, будут зависеть от вашей уязвимости, но все компании должны уделить внимание этому вопросу, застраховав себя от крупных неприятностей в будущем.
12) Prepare the topic Crisis communication for retelling.
UNIT X   Что вызывает тренды на фондовых и товарных рынках Объяснение теории грузового поезда Первые 17 лет моих рыночных исследований сводились к попыткам вычислить, когда этот...  Что делать, если нет взаимности? А теперь спустимся с небес на землю. Приземлились? Продолжаем разговор...  ЧТО ПРОИСХОДИТ, КОГДА МЫ ССОРИМСЯ Не понимая различий, существующих между мужчинами и женщинами, очень легко довести дело до ссоры...  Что делает отдел по эксплуатации и сопровождению ИС? Отвечает за сохранность данных (расписания копирования, копирование и пр.)... Не нашли то, что искали? Воспользуйтесь поиском гугл на сайте:
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