Make up ten questions to the text.

 

11) Can you explain the following:

 

1. "No comment" fuels hostility.

2. During such times of crisis, the media can be adversaries or allies.

 

12) Agree or disagree:

 

A good working relationship with the media is severely tested in times of crisis.

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.

14) 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.

Text В

The key to successful dealings with the media during a crisis is to become a credible source of information. The following can be suggested:

• Appoint a spokesperson whom the media can trust and who has authority to spe­ak for the company. It also is a good idea to designate one central spokesperson so that the organization speaks with one voice.

• Set up a central media information center where reporters can obtain updated in­formation and work on stories. You should provide telephone lines, modular jacks so that reporters using computers can reach their offices, and facsimile machines. Provi­de food and transportation if necessary.

• Provide a constant flow of information, even if the situation is unchanged or ne­gative. A company builds credibility by addressing bad news quickly, when informati­on is withheld, the cover-up becomes the story.

• Be accessible by providing after-hours phone numbers or carrying a cellular phone with you at all times.

• Keep a log of media calls, and return calls as promptly as possible. A log can help you track issues being raised by reporters and give you a record of which media showed the most interest in your story.

• Be honest. Don't exaggerate, and don't obscure facts. If you're not sure of so­mething or don't have the answer to a question, say so. If you are not at liberty to pro­vide information, explain why.

These guidelines reflect plain common sense, but when a crisis ruts, it is surprising how many organizations go into a defensive mode and try to stonewall the media. Dow-Corning, for example, got considerable negative coverage by treating the media as an enemy.

Corporate spokespeople accused the media of reporting only the "sensationalistic, anecdotal side of the breast implant story, which has unnecessarily frightened womenacross the country". At a news conference, the head of Dow's healthcare business con­tinued the attack by telling the assembled reporters that they took "memos out of contextand distorted reality". It would be an understatement to say that this is a poor way to get the press on your side.

Jack-1n-The-Box also violated the tenets of crisis communications in the first days of the reported food poisonings. The company initially said "no comment" and then waited three days to hold a news conference, at which the company president tried to shift the blame to the meatpacking company.

There are two principles: accept responsibility and take action. Even if you are not directlyat fault the organization should take responsibility for its product and the pu­blic safety.

Johnson & Johnson did this with Tylenol, but Dow-Corning chose to defend its pro­duct even after evidence had mounted that the company knew the product had a his­tory of causing medical problems. Experts also say that Jack-In-The-Box fumbled ear­ly on by not showing concern for the poisoned customers. The company would have won more public goodwill and favorable press coverage by more quickly offering to pay all medical bills, which it eventually did.

Two considerations can be emphasized in the crisis management plan:

• Demonstrate your commitment to good corporate citizenship by taking prompt and decisive actions to control problems in your operations.

• Communicate swiftly, constantly, and consistently to all appropriate audiences in clear, straightforward, nontechnical language.

□ Vocabulary:

after hours (adj) - послерабочегодня

be at fault - бытьвиновным

be at liberty to do smth.- иметьвозможность (право) сделатьч.-л.

common sense - здравыйсмысл

cover-up - попыткаскрытьч.-л.

credible - надежный

designate - назначить

exaggerate -преувеличивать

eventually - в конце концов

evidence - доказательство

flow of information - потокинформации

fumble on - портитьдело

go into a defensive mode -занятьоборонительнуюпозицию

have authority - иметьполномочия

hold a news conference - провестипресс-конференцию

initially - первоначально

log -журнал записей

memos - зд. замечания

modularjacks - блоки подключения

mount - возрастать, повышаться

obscure - скрывать

obtain - получить, добыть, приобрести

setup - создать, организовать

shifttheblametosmb. - переложитьвинунак.-л.

showconcern - проявить озабоченность

stonewall - отмалчиваться

straightforward - откровенный, прямой

tenet -принцип, доктрина

understatement - преуменьшение

updated - обновленный, самый новый

winsmb.'sgoodwill - добиться ч.-л. расположения

withholdinformation - придерживатьинформацию

Exercises

 

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

 

оплатить счета; подчеркивать; искажать действительность; привлечь прессу на свою сторону; освещение в прессе; пищевое отравление; клиенты; выступать от имени компании; вопросы, поднимаемые журналистами; обычный здравый смысл; обращаться с к.-л. как с врагом.

 

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

 

1. an attempt to prevent the public from discovering the truth about smth.-

2. an official written record of smth.-

3. to choose someone or smth.for a particular job purpose -

4. to refuse to give facts, evidence etc. -

5. a statement that is not strong enough to express how good, bad, impressive etc. something really is -

6. after a long time, especially after a long delay or a lot of problems -

7. to be responsible for something bad that has happened -

8. to have the right or permission to do smth.-