Excessive Hype and Promotion

U NIT 3 AREAS OF FRICTION

Text A

The relationship between public relations and the media is based on mutual coop­eration, trust, and respect. Unfortunately, that is not always the case. The following are some areas of friction.

Name-Calling

Many journalists openly disdain public relations people and call them "flacks", a de­rogatory term for press agents. It is somewhat akin to calling journalists "hacks". Due to protests from the public relations community, the Wall Street Journal has now ado­pted a policy that forbids the use of the word "flack" by reporters in their stories. Un­fortunately, many other newspapers have not followed suit.

Journalists often refer to the activities or policies of organizations as "public rela­tions gimmicks".

Excessive Hype and Promotion

Journalists receive hundreds of news releases that are poorly written, contain no news, and read like commercial advertisements. It is no wonder that after a while they form the opinion that the majority of publicists are incompetent.

Journalists also resent the use of gimmicks in sending materials to the news media.

These gimmicks are meant simply to separate the news release or press kit from the stack on the recipient's desk. However, gatekeepers complain that such gimmicks con­stitute gifts or "freebies", which their organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as keychains, T-shirts, and coffee mugs. In sum, if you're thinking about using a gimmick with a news release, carefully assess the recipient's potential reaction.

Notes:

the Wall Street Journal - влиятельная ежедневная политико-экономическая газета деловых кругов, крупнейшая по тиражу газета США (около 2 млн экз), регуляр­но занимает места в десятке лучших. Известна лаконичным стилем изложения новостей и авторитетным анализом тенденций деловой и финансовой жизни. Из­дается в Нью-Йорке, основана в 1889 г.

Vocabulary:

assess - оценить

be akin to smth. - быть сродни ч.-л.

derogatory - пренебрежительный, унизительный

disdain - презирать

excessive - чрезмерный

flacks - (si) презрительное прозвище людей, работающих в паблик рилейшнз,

«пиарщиков»

follow suit - последовать примеру

fordid, forbade, forbidden - запрещать

freeby - (si) небольшой подарок, бесплатная раздача образцов рекламируемого

товара

friction - трения, разногласия

gimmick - рекламный трюк, уловка

hack -(si) «писаки»

hype - шумная, крикливая реклама

minor - небольшой

promotion - продвижение, реклама

recipient - получатель

refer to - отзываться о ч.-л.

resent - возмущаться

stack - масса, куча

Exercises

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

в какой-то степени; в принципе; вследствие ч.-л.; футболка; кружка; оценить; возможная реакция; плохо написанный; не содержать новостей; неудивитель­но; коммерческая реклама; быть предназначенным для ч.-л.

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

1. a trick or smth unusual that you do to make people notice someone or something -

2. disagreement or angry feelings between people -

3. something that you are given free, usually something small and not expensive

4. very similar to smth. -

5. insulting and disapproving -

 

3) Translate the following sentences into Russian:

1. Pay is a continuing source of friction with the workers.

2. Psychologists will assess the child's behavior.

3. He disdains New York and the art that is produced there.
4.I resented having to work such long hours.

5. At that time, the state law forbade the teaching of evolution.

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

 

due to	despise
akin	disagreement
forbid	owing to
disdain	similar
friction	ban

5) Match the words having the opposite meaning:

 

disdain	different
forbid	sender
akin	respect
recipient	minority
majority	allow

6) Insert prepositions, where necessary (by; in; of; of; in; to; from):

1. Journalists also resent __the use gimmicks
sending materials______________________ the news media.

2. Due____________ protests___________ the public relations community, the

Wall Street Journal has now adopted a policy that forbids the use____________

the word "flack"________ reporters____________ their stories.

3. Many other newspapers have not followed____________ suit.

7) Make up a few sentences with the following words:

commercial advertisements to follow suit to refer to smth.

8) Complete the following sentences from the text and translate them into Russian:

1. Unfortunately, many other newspapers_____________.

2. These gimmicks are meant_____________.

3. The relationship between public relations and the media_______________.

Text В

Advertising Pressures

It is a fact of economic life that media outlets are dependent on advertising revenu­es for survival. Increased competition, coupled with a soft economy in the 1990s, has created an environment where both media outlets and advertisers are willing to trade advertising for editorial space.

This is particularly true in the trade press and among specialized magazines. Beau­ty and fashion magazines, for example, are well known for running stories and fashion layouts that tend to feature their advertisers. Car magazines also have a penchant for reviewing cars that are advertised in them.

Supporting the publication through advertising and getting editorial plugs or fea­tures in return is also a good situation for the fashion designer. For example, designer Michael Kors got his $10,000 cocktail dresses on the cover of Harper's Bazaar and im­mediately sold 15 of them.

Related to advertising pressures are the wining and dining of journalists for the ex­press purpose of favorable coverage. One public relations firm gave beauty editors $200 worth of traveler's checks and a free night at a first-class hotel in New York as part of a promotion tor a new Cover Girl product. L'Oreal took 15 leading beauty edi­tors to Paris on the Concorde to visit the labs thet created a new product.

О Notes:

Harper's Вasaar - ежемесячный журнал для женщин. Издается в Нью-Йорке. Ос­нован в 1867 г. Тираж около 700 тыс. экз.

Vocabulary:

be coupled with smth. - в сочетании с

coverage - освещение в печати

fashion layout - страницы моды

feature (v) - помещать на видном месте

penchant - склонность (к ч.-л.), симпатия (к ч.-л.)

plug (coll, advertisement) - реклама

put in a plug - рекламировать

revenue - доход

run a story - опубликовать статью

soft - зд. слабый, вялый, дряблый

survival - выживание

tend - иметь склонность к ч.-л., тяготеть к ч.-л.

wine and dine - угощать, потчевать, кормить-поить

Exercises

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

1. to entertain someone well with a meal, wine etc. -

2. money that a business or organzation receives over a period of time, especially
from selling goods or services -

3. the way in which a subject or event is reporterd on television or radio, or in
newspapers -

4. a way of advertising a book, movie, idea etc, by talking about it publicly, especial­
ly on a television or radio program -

5. a liking for something you do as a habit -

2) Translate the following words and combinations into Russian. Use them in sen­
tences of your own:

1. to survive
survival

a survivor

a sirvival kit

a survival rate

a survival of the Middle Ages

2. to run business

to run for elections to run out of money to run ashore to run a temperature to run into smb.

Find in the dictionary some more expressions with the verb «to run»

3) Translate the following sentences:

1. Companies spend millions wining and dining their clients.

2. CNN intends to have continuous live coverage of the national party conventions,

3. He put in a plug for his new building project Thursday.

4. Rain forest destruction is threatening the cultural survival of the people living
there.

5. The newspaper featured the murder story.

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

 

related	connected
penchant	publish
willing	reluctant
run	fondness
dependent	enthusiastic

5) Match the words having the opposite meaning:

 

true	strong
related	reluctant
soft	diminished
willing	false
increase	alien

6) Complete the sentences and translate them into Russian (a new product; beauty editors; trade; fashion; specialized; running; layouts; advertisers; feature):

1. This is particularly true in the__________ press and among________

magazines.

2. Beauty and____________ magazines, for example, are well known for

stories and fashion that tend to their

3. L'Oreal took 15 leading__________ to Paris on the Concorde to visit the labs

that created

7) Insert prepositions (on; for; in; to; of):

1. Related_________ advertising pressures are the wining and dining

_____________ journalists _____________ the purpose _________ setting favo­
rable coverage.

2. It is a fact ____________ economic life that media outlets are dependent •.

_________________ advertising revenues_____________ survival.

3. Car magazines also have a penchant____________ reviewing cars that are ad-:

vertised____________ them.

8) Write down 5 questions to the text beginning with:

what...; why...; how...; where...; how much....

9) Can you explain the following:

1. Car magazines also have a penchant for reviewing cars that are advertised in them.

2. Related to advertising pressures are the wining and dining of journalists for the
purpose of getting favorable coverage.

10) Agree or disagree:

Make sure to use the followinf expressions:

Just so Just the other way round

Quite so Certainly not

I quite agree here Surely not...

Naturally Nothing of the kind

Most likely... On the contrary...

It is a fact of economic life that media outlets are dependent on advertising revenu­es for survival.

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 are generalists 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 sto­ry will be accurate.

CHAPTER I. WORKING WITH THE MEDIA г

О Notes:

the American Management 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

fault smb. - обвинять к.-л., критиковать garble - коверкать generalization - обобщение

handle smb. - обращаться с к.-л., справляться с к.-л. invariably - неизменно

leave a lot to be desired - оставлять желать много лучшего misquote - исказить ч.-л. слова он smb's part -co стороны к.-л. overemphasize - излишне подчеркивать sensationalize - гнаться за сенсацией simplistic - чрезмерно упрощенный sloppy - неряшливый, небрежный

sound bite - 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; при­нимать 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) Make up a few sentences with the following words and word-combinations:

to cover a subject

to take into consideration

to make a generalisation

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"
_______ a complex question and even how to handle _______

answer______

agressive reporters.

the American Management Association found that 83 the public relations directors who participated thought that _ the part______________ reporters was the major reason

2. A survey _____

percent _____

sloppiness___

_______________ 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 busi­
ness 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 oc casionally get garbled or distorted as they go through several levels of personnel a a newspaper, magazine, or broadcasting outlet.

10) Agree or disagree:

Make sure to use the following expressions:

True enough I'm not sure I quite agree

I couldn't agree more I'm afraid I don't agree

Beyond all doubt I'm not so sure
Looks like that

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

2.... many reporters are gencralists who have little or no background on the multi­
tude 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 с 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 oth­
ers as part of the story.

• If cornered, counterattack. Take the offensive and accuse the reporter of unpro­
fessional conduct, incompetence, or a lack of understanding of the subject.

Vocabulary:

accuse smb. of smth. - обвинять к.-л. в ч.-л.

adversarial - недоброжелательный, враждебный

commitment to smth. - преданность, верность, обязательство

corner smb. - «загнать в угол», «припереть к стене»

lack of smth. - отсутствие ч.-л.

lapse - падение

make accusations - выдвигать обвинение

hearsay - слухи

antics - проделки, шутовство, кривляние

proliferation - распространение

race for ratings - погоня за рейтингом

sensationalism - сенсационность

tabloid - низкопробный, бульварный

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; сосредото-

чиваться 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 sc
mething is -

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

4. a way of reporting events or stories that makes them as strange, exciting, or shoe
king as possible -

3) Translate the following words and word-combinations into Russian. Use ther
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

U NIT 3 AREAS OF FRICTION

Text A

The relationship between public relations and the media is based on mutual coop­eration, trust, and respect. Unfortunately, that is not always the case. The following are some areas of friction.

Name-Calling

Many journalists openly disdain public relations people and call them "flacks", a de­rogatory term for press agents. It is somewhat akin to calling journalists "hacks". Due to protests from the public relations community, the Wall Street Journal has now ado­pted a policy that forbids the use of the word "flack" by reporters in their stories. Un­fortunately, many other newspapers have not followed suit.

Journalists often refer to the activities or policies of organizations as "public rela­tions gimmicks".

Excessive Hype and Promotion

Journalists receive hundreds of news releases that are poorly written, contain no news, and read like commercial advertisements. It is no wonder that after a while they form the opinion that the majority of publicists are incompetent.

Journalists also resent the use of gimmicks in sending materials to the news media.

These gimmicks are meant simply to separate the news release or press kit from the stack on the recipient's desk. However, gatekeepers complain that such gimmicks con­stitute gifts or "freebies", which their organizations, on principle, do not accept. Some newspapers even return such minor gimmicks as keychains, T-shirts, and coffee mugs. In sum, if you're thinking about using a gimmick with a news release, carefully assess the recipient's potential reaction.

Notes:

the Wall Street Journal - влиятельная ежедневная политико-экономическая газета деловых кругов, крупнейшая по тиражу газета США (около 2 млн экз), регуляр­но занимает места в десятке лучших. Известна лаконичным стилем изложения новостей и авторитетным анализом тенденций деловой и финансовой жизни. Из­дается в Нью-Йорке, основана в 1889 г.

Vocabulary:

assess - оценить

be akin to smth. - быть сродни ч.-л.

derogatory - пренебрежительный, унизительный

disdain - презирать

excessive - чрезмерный

flacks - (si) презрительное прозвище людей, работающих в паблик рилейшнз,

«пиарщиков»

follow suit - последовать примеру

fordid, forbade, forbidden - запрещать

freeby - (si) небольшой подарок, бесплатная раздача образцов рекламируемого

товара

friction - трения, разногласия

gimmick - рекламный трюк, уловка

hack -(si) «писаки»

hype - шумная, крикливая реклама

minor - небольшой

promotion - продвижение, реклама

recipient - получатель

refer to - отзываться о ч.-л.

resent - возмущаться

stack - масса, куча

Exercises

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

в какой-то степени; в принципе; вследствие ч.-л.; футболка; кружка; оценить; возможная реакция; плохо написанный; не содержать новостей; неудивитель­но; коммерческая реклама; быть предназначенным для ч.-л.

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

1. a trick or smth unusual that you do to make people notice someone or something -

2. disagreement or angry feelings between people -

3. something that you are given free, usually something small and not expensive

4. very similar to smth. -

5. insulting and disapproving -

 

3) Translate the following sentences into Russian:

1. Pay is a continuing source of friction with the workers.

2. Psychologists will assess the child's behavior.

3. He disdains New York and the art that is produced there.
4.I resented having to work such long hours.

5. At that time, the state law forbade the teaching of evolution.

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

 

due to	despise
akin	disagreement
forbid	owing to
disdain	similar
friction	ban

5) Match the words having the opposite meaning:

 

disdain	different
forbid	sender
akin	respect
recipient	minority
majority	allow

6) Insert prepositions, where necessary (by; in; of; of; in; to; from):

1. Journalists also resent __the use gimmicks
sending materials______________________ the news media.

2. Due____________ protests___________ the public relations community, the

Wall Street Journal has now adopted a policy that forbids the use____________

the word "flack"________ reporters____________ their stories.

3. Many other newspapers have not followed____________ suit.

7) Make up a few sentences with the following words:

commercial advertisements to follow suit to refer to smth.

8) Complete the following sentences from the text and translate them into Russian:

1. Unfortunately, many other newspapers_____________.

2. These gimmicks are meant_____________.

3. The relationship between public relations and the media_______________.