Can you explain the following?
UNIT 1. MEDIA DEPENDENCE ON PUBLIC RELATIONS
Public relations people work with the media in many ways. This unit discusses how to prepare for press interviews, organize a news Conference, conduct a media tour, and write such materials äs fact sheets, press kits, and op-ed articles.
The unit begins with a review of how reporters and public relations people are mu-tually dependent upon each other for accomplishing their respective goals. It also men-tions areas of friction that often contribute to an adversarial atmosphere. An important part of the relationship is based on mutual trust and credibility. For your part, you must always provide accurate, timely, and comprehensive Information. Only in this way can any medium do its job of informing readers, listeners, or viewers about matters of importance to them.
Public relations sources provide most of the Information used in the media today. A number of research studies have substantiated this, including the finding that today's reporters and editors spend most of their time processing information, not gathering it.
1200 New York Times, Washington Post front pages were studied as far back as 1973 and it was found that 58,2 percent of the stories came through routine bureauc-ratic 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 in-satiable demand for news. He looks to official channels to provide him with newswor-thy 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.
О 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.
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Vocabulary:
accomplish one's goal - достичь своей цели adversial - враждебный, недоброжелательный be dependent upon smb. - зависеть от к.-л. comprehensive - исчерпывающий contribute to smth. - способствовать credibility - взаимный fact sheet - подборка данных, «объективка» friction - разногласие
insatiable - неуемный, жадный, ненасытный
media outlets - местные телестудии, радиостанции, редакции, «точки» средств массовой информации medium - средство mutual - обоюдный, взаимный
op-ed page/article - полоса газеты, где публикуются статьи, отражающие точку зрения на какой-либо вопрос, колонка читателей
press kit - пресс-подборка, информационная подборка для прессы (набор рекламно-информационных материалов) process information - обрабатывать информацию provide information - предоставлять информацию respective - соответственный routine - обычный
satisfy demand - удовлетворить спрос story - газетный материал, сообщение в печати substantiate - подтвердить данными timely - своевременный
Exercises
1) Find the English equivalents in the text. Use them in sentences of your own:
источники; с вашей стороны; читатели, слушатели и зрители; по всему миру; первая страница газеты; мероприятия; размещать материал в газете; из этого количества; по крайней мере; освещать события.
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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 go
vernment –
5. an occasion when a famous person is asked questions about their life, experiences,
or opinions for a newspaper, magazine, television program etc. -
3) Translate the following word combinations into Russian:
to provide to gather to process
information
media
tour
outlets
advisories
investigative
journalism
report
work
accurate
timely
comprehensive
information
4) Match the words. Use them in sentences of your own:
| fact | advisories |
| op-ed | sheets |
| media | kits |
| press | articles |
| routine | channels |
| news | demand |
| insatiable | release |
5) Match the words which are close in their meaning:
| a goal | disagreement |
| adversarial | objective |
| friction | hostile |
| to respond | almost |
| nearly | to react |
6) Match the words having the opposite meaning:
| trust | waste |
| accurate | lack of faith |
| timely | inopportune |
| metropolitan | inexact |
| save | local |
7) Complete the following sentences from the text and translate them into
Russian:
1. Just 25,2 percent were the products of...
2. Of that number, 38 percent said that...
3. The percentage was higher among editors of lifestyle,...
8) Complete the sentences with the following words(information; friction; trust;
sources; media; adversaria; credibility):
1. Public relations_______________ provide most of the________________ used in the
______________ today.
2. It also mentions the areas of______________________ that often contribute to an
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______________ atmosphere.
3. An important part of the relationship is based on mutual________________________
and___________ .
9) Insert prepositions where necessary(on; for; of; to; upon; with):
1. The chapter begins______ a review______ how reporters and public relations peo
ple are mutually dependent__ each other____ accomplishing their respective
goals.
2. It also mentions______ areas_____ friction that often contribute_______ an adversi-
al atmosphere.
3. The reporter cannot depend_______ legwork alone to satisfy his paper's insatiable
demand_____ news.
10) Answer the following questions:
1. What are the main points of the chapter?
2. Are reporters and public relations people mutually dependent upon each other?
3. What is an important part of their relationship based on?
4. What sort of information should be provided?
5. What have a number of research studies substantiated?
Can you explain the following?
"The reporter cannot depend on legwork alone to satisfy his paper's insatiable demand for news. He looks to official channels to provide him with newsworthy material clay after day".
12) Agree or disagree:Make sure to use the following expressions:
Yes, that's true. There I agree completely. I don't think that's quite right. I'm afraid I don't agree. That's not quite so... As far as I know...
1. Public relations sources provide most of the information used in the media today.
2. Public relations materials save media outlets the time, money, and effort of gathe
ring their own news.
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