Write down one sentence showing the main idea of the text.

Text С

 

Sloppy Reporting

 

A survey by the American Management Association found that 83 percent of the public relations directors who participated thought that sloppiness on the part of re­porters was the major reason for inaccurate stories. Reporters were also faulted for not doing their homework or research before writing a story and not understanding the to­pics they were writing about.

The same criticisms are echoed by business executives. Most executives agree with the statement "If I talk to the press, I almost invariably get misquoted". Three-fourths of the respondents also agree with the statement "The knowledge base of business reporters le­aves a lot to be desired". Other problems with the press, say the executives, are tendenci­es to sensationalize, to overemphasize the negative, and to make simplistic generalizations.

These surveys point up an important responsibility for you: It is part of your job to educate top executives about how the media operate and what they need to give a fair, objective story.

This education may include training executives to give a 30-second "soundbite" answer to a complex question and even how to handle aggressive reporters. At a more basic level, you have to teach executives that news reports are "first drafts of history" that occasionally get garbled or distorted as they go through several levels of person­nel at a newspaper, magazine, or broadcasting outlet.

You also have to take into consideration that many reporters aregeneralists who ha­ve little or no background on the multitude of subjects they are asked to cover. When you are dealing with a reporter who is not familiar with your business or industry, you must explain the subject thoroughly and provide background material. This will help the reporter do a better job, and it gives you a reasonable chance to ensure that the stoгу will be accurate.

□ Notes:

theAmericanManagement. Association - Американская ассоциация менеджмента/ Общественная организация. Основана в 1923 г. Около 70 тыс. членов. Штаб-квартира в Нью-Йорке.

□ Vocabulary:

 

background - образование, опыт

distort - искажать

echo - повторять

faultsmb. - обвинять к.-л., критиковать

garble - коверкать g

eneralization - обобщение

handlesmb. - обращаться с к.-л., справляться с к.-л.

invariably - неизменно

leavealottobedesired - оставлять желать много лучшего

misquote - исказить ч.-л. слова

onsmb'spart -со стороны к.-л.

overemphasize - излишне подчеркивать

sensationalize - гнаться за сенсацией

simplistic - чрезмерно упрощенный

sloppy - неряшливый, небрежный

soundbite - краткая выдержка из речи, выступления, цитата, используемая в ра­дио- и телепередачах survey - опрос

Exercises

1) Find the English equivalents in the text. Use them in sentences of your own:

 

объективный; честный; иметь дело с к.-л.; неправильно прогнозировать; при­кипать участие; основная причина ч.-л.; критические замечания; склонность к ч.-л.; подчеркивать ответственность.

 

2) Find the words in the text which describe or mean the following:

 

1. A very short part of a speech or statement, especially made by a politician, that is broadcast on television or the radio -

2. someone who answers questions -

3. a set of questions that you ask a large number of people in order to find out about their opinions -

4. to make a mistake in reporting what someone else has said -

3) Makc up a few sentences with the following words and word-combinations:

 

to cover a subject

to take into consideration

to make a generalization

a survey

to provide background material

4) Translate the following sentences into Russian:

1. The project has been faulted by some scientists who say it has little research value.

2. The story has been sensationalized for the sole purpose of selling newspapers.

3. He has a background in computer engineering.

5) Match the words which are close in their meaning:

objective (adj)	manage
tendency	careless
handle take	part
sloppy	impartial
participate	trend

6) Match the words having the opposite meaning:

familiar	careless
occasionally	contradict
thoroughly	biased
agree	regularly
fair	superficially
accurate	unaware

7) Insert prepositions where necessary (for, by, of, on, to):

1. This education may include training executives to give a 30-second "sound-bide"

answer______a complex question and even how to handle______agressive reporters.

2. A survey ________ the American Management Association found that 83percent_______ the public relations directors who participated thought thatsloppiness_______the part______reporters was the major reason_______inaccurate stories.

3. This will help_________the reporter do a better job.

 

8) Answer the following questions:

1. What did a survey by the American Management Association find?

2. Who are the same criticisms echoed by?

3. How many respondents agreed with the statement "the knowledge base of busi­ness reporters leaves a lot to be desired"?

4. What are other problems with the press?

5. In what way can executives be educated?

6. What else should also be taken into consideration to ensure that the story will be accurate?

9) Can you explain the following:

 

You have to teach executives that news reports are "first drafts of history" that oc­casionally get garbled or distorted as they go through several levels of personnel at a newspaper, magazine, or broadcasting outlet.

10) Agree or disagree:

Make sure to use the following expressions:

True enough

I couldn't agree more

Beyond all doubt

Looks like that

I'm not sure I quite agree

I'm afraid I don't agree

I'm not so sure

1. Other problems with the press are tendencies to sensationalize, to overemphasize the negative, and to make simplistic generalizations.

2.... many reporters are generalists who have little or no background on the multi­tude of subjects they are asked to cover.

11) Render the following item in English:

 

Лучшей политикой общения со средствами массовой информации является ваше доверие к ним. Сообщайте прессе как можно больше, даже сведения о конфиденциальных материалах, а затем оговаривайте, какие разделы нельзя публиковать и почему.

Целесообразно культивировать сбалансированный взгляд на комментарии в прессе. Популярная пресса обычно предпочитает сенсационные сообщения со­общениям о планомерном прогрессе, какое бы значение последние ни имели для процветания нации или региона. Тем не менее существует много способов обратить на себя внимание печати, если осмыслить потребности газет и других периодических изданий.

Все газеты готовы помещать не очень приятные новости, даже если они не совсем соответствуют редакционной политике или вкусу читателей. Пресса всегда будет приветствовать любую статью или заметку, содержащую элемен­ты новостей, лишь бы этот материал был своевременным и точным.

TextD

Tabloid Journalism

 

Newspapers 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 in television. Some shows are known as "tabloid televi­sion" and "trash TV" because they concentrate on the sensational and have used the facade of traditional journalism on what is pure entertainment. This has been called "journaltainment".

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 the manipulation of 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. - обвинятьк.-л. вч.-л.

adversarialнедоброжелательный, враждебный

commitmenttosmth. - преданность, верность, обязательство

cornersmb. - «загнатьвугол», «примеретькстене»

lackofsmth. - отсутствиеч.-л.

lapse - падение

makeaccusations - выдвигатьобвинение

hearsay - слухи

antics - проделки, шутовство, кривляние

proliferation - распространение

raceforratings - погонязарейтингом

sensationalismсенсационность

tabloidнизкопробный, бульварный

tabloidpress - бульварнаяпресса

taketheoffensive - перейтивнаступление

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 к ч.-л.; колебаться (варьироваться); подрывать доверие к ч.-л.; оказаться перед камерой; непрофессиональное поведение.

 

2)Find in the text the words which describe or mean the following:

 

1. a newspaper that has a lot of photographs, stories about famous people, gossip etc, and not much serious news -

2. a level or a scale that shows how good, important, popular etc. someone or so­mething is -

3. something that you have heard about from other people, but do not know to be true

4. 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;

accusing;

 

2. commitment;

commitment to a cause;

to make a commitment

to commit oneself

 

4)Match the words, translate them and use in sentences of your own:

provide	stories
unprofessional	standards
headline	concern
major	conduct
jounalistic	information

5) Translate the following sentences into Russian:

1. Hearsay is not allowed as evidence in court.

2. Reporters used extreme and adversarial methods to get their information.

3. Her latest affair was splashed across the cover of the supermarket tabloids.

4. The new comedy had the highest television rating this season.

5.Many people get tripped up over the new tax laws.

 

6)Match the words which are close in their meaning:

to refuse	decline
sensational	influence
wholehearted	to decline
lapse	exaggerated
affect	sincere

 

7) Match the words which are opposite in their meaning:

 

sensational	efficiency
incompetence	obscure
wholehearted	minor
famous	run-of-the-mill
major	disinterested