TIPS AND BACKGROUND MATERIALS: POSITION PAPERS, BACKGROUNDERS AND PRESS KITS
A position paper is a statement of the organization's stand on some public issue. An example might be the position of a public utility on nuclear power. Such a paper is an official document and is often prepared at the request of top management. However, an alert public relations person who keeps aware of public issues will suggest the preparation of a position paper when the need first arises. In either case, the paper must be approved by the head of the organization.
The first item in a position paper is explanation of the issue. This must be presented clearly and honestly and supported with enough background to let the reader understand exactly what is at issue.
The organization's position statement is next. It must be brief but complete, clearly written, and backed up with facts.
In many cases it is advisable to present and refute the position of the opposing side. Also, it may be a good idea to discuss alternative solutions and the reasons why they are not acceptable or workable.
Position papers may be distributed in response to media requests, included in press kits or sent to all media that might want to know the organization's position.
In contrast to the position paper, which states an organization's stand on a particular subject, the backgrounder is only a recap of information and doesn't necessarily lead to any conclusion. It is a summary of pertinent facts about a subject. It must be accurate, complete, and objective, and it doesn't have to be dull.
A press kit is a packet of materials that may include news releases, photographs, feature stories, fact sheets, position papers, backgrounders, and brief biographical sketches. In short, it is a collection of press materials assembled in a large envelope or folder.
Compiling and producing a press kit is time-consuming and expensive. Consequently, press kits should be distributed selectively and only to reporters who indicate an interest in receiving one.
Press kits often come under severe media criticism for a variety of sins. One common complaint is that press kits announcing a new product are basically sales brochures, of little use to reporters. Another criticism involves size. Reporters complain that thick press kits not only provide too much information but also are almost impossible to sort through and file.
Both public relations people and reporters express concern about the amount of paper used in press kits. It is difficult for a company to claim a commitment to the environment when its press kit is one inch thick.
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In sum, keep press kits slim and cost-effective.
Don't overlook electronic press kits as a way of disseminating information to broadcast and cable outlets. EPKs are sent by satellite just like video news releases. Movie studios, in particular, use satellite to promote new films by sending out EPKs that include film clips, interviews with the stars, directors, and producers. Recording companies promote music videos in the same way.
Vocabulary:
alert - наблюдательный, внимательный, начеку
approve - одобрять
backgrounders – вспомогательная информация
back up - поддерживать
come under criticism - подвергаться критике
commitment - обязательство
complaint - жалоба
involve - предполагать
keep aware of smth. - быть в курсе
lead to a conclusion - приводить к заключению
pertinent - относящийся к делу
point at issue - предмет рассмотрения
position paper - справка, документ о позиции организации в отношении к.-л. вопроса
present - представлять
recap - резюме
refute - опровергать
at the request - по просьбе
sin - грех
smb's stand on smth. - чья-то позиция в отношении ч.-л.
time consuming - требующий затрат времени
utility - полезность, польза
Exercises
1) Find the English equivalents in the text:
руководители; количество бумаги; окружающая среда; спутник; режиссер; в любом случае; позиция организации по определенному вопросу; проглядеть что-то; противоположная сторона; альтернативные решения.
2) Find the words in the text which describe or mean the following:
a detailed statement on a question at issue made by an individual or organization; information that explains the significance of a news story; to prove that a statement or idea is not correct or not fair; relating to smth. that is being considered; able to think quickly and clearly; taking a long time to do.
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3) Match the words. Use the combinations in sentences of your own:
| position | solution |
| claim | outlets |
| broadcast | kits |
| alternative | paper |
| press | a commitment |
4) Translate the following sentences into Russian:
Several scientists have attempted to refute his theories.
The information is not pertinent to this study.
The medicine can make it difficult to remain alert.
At issue are the moral questions raised by cloning.
Our company has a commitment to equal pay and opportunities.
5) Match the words which are close in their meaning:
| dull | admissible |
| brief | recommended |
| alert | boring |
| advisable | perceptive |
| acceptable | laconic |
6) Match the words which are opposite in their meaning:
| workable | irrelevant |
| severe | uncomplicated |
| pertinent | unconscious |
| difficult | easygoing |
| aware | impratical |
7) Insert the prepositions (to; under; up; in; with)
to be backed ___ smth., response ___ smth., to be included ___, ___ contrast ___ smth., smb's stand ___ smth., to lead ___ smth., to come ___ criticism, a commitment ___ smth.
8) Write down the questions for these answers:
A position paper is a statement of the organization's stand on some public issue.
The first item in a position paper is an explanation of the issue.
Position papers may be distributed in response to media requests.
It must be accurate, complete, and objective.
Backgrounders don't have to be dull.
9) Can you explain the following:
It is difficult for a company to claim a commitment to the environment when its press kit is one inch thick.
An alert public relations person who keeps aware of public issues will suggest the preparation of a position paper when the need first arises.
10) Prepare the topic Position papers, backgrounders and press kits for retelling.
UNIT XIV
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