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 Task 1. Read and translate the text:

How to achieve Good Press Relations

Among principles how to achieve good press relations are:

• By helping the media PR practitioner will be able to cooperate with the media. He or she will create a two-way relationship.
• By establishing a reputation for reliability. Accurate material should be supplied where and when it is wanted. Journalists will then know the best sources of accurate information and two-way relationship will be cemented.
• By supplying good copy. For instance, supplying good properly captioned interesting pictures. News releases should need little rewriting.
• By cooperation in providing material. For example, arranging press interviews with management when requested.
• By providing information. For example, allowing journalists to see things for themselves.
• By establishing personal relationships with the media. These should be based on frankness and mutual professional respect.

Conflicting responsibilities and different loyalties.

The last point deserves a little discussion. It has to be acknowledged that the PR specialist and the journalist have different and sometimes contradictory jobs. The PR practitioner’s first responsibility is to the client or employer, if this does not contradict professional ethics, the law and the public interest. The PR practitioner’s job is to carry out the agreed PR programs, the aim being to gain maximum knowledge and understanding of the client’s or employer’s organization, products or services. The journalist’s first responsibility is to the publisher, whose policy he or she must follow. It can be that what readers want to read and listeners want to hear and viewers want to watch is not what the PR practitioners want to publish or broadcast. Disasters are often more exciting than successes and most audiences want to watch entertainment stories rather than serious news.

Как построить хорошие отношения с прессой

Вот принципы, как построить хорошие отношения с прессой:

• Помогая специалисту по связям с общественностью, вы сможете сотрудничать со СМИ. Он или она построит двусторонние отношения.
• Создание надежной репутации. Должен предоставляться достоверный материал, где и когда это требуется. Журналисты узнают лучшие источники проверенной информации, и двусторонние отношения будут закреплены.
• Предоставление хорошей копии. Например, предоставление хороших подписей под интересными картинками. Пресс-релизы нужно немного переписать.
• Сотрудничество в предоставлении материалов. Например, организация пресс-интервью с руководством по запросу.
• Предоставление информации. Например, позволить журналистам все самим.
• Установление личных отношений со СМИ. Они должны основываться на откровенности и взаимном профессиональном уважении.

Конфликтующие обязанности и разные лояльности.

Последний пункт заслуживает небольшого внимания. Следует признать, что специалист по связям с общественностью и журналист работают на разных и порой противоречивых должностях. Первой обязанностью PR-специалиста является клиент или работодатель, если это не противоречит профессиональной этике, закону и общественным интересам.

Работа специалиста по связям с общественностью заключается в реализации согласованных программ по связям с общественностью, целью которых является получение максимального объема знаний и понимание организации, продуктов или услуг клиента или работодателя. Основная обязанность журналиста — перед издателем, чьей политике он или она должны следовать. Может случиться так, что то, что читатели хотят читать, а слушатели хотят слышать, а зрители хотят увидеть, — это не то, что специалисты-практики по связям с общественностью хотят публиковать или транслировать. Часто катастрофы более волнующие, чем успехи, а большинство зрителей хотят смотреть развлекательные истории, а не серьезные новости.

Task 2.  Answer the questions to the text:

• What are the principles to achieve good press relations?

Among principles how to achieve good press relations are:

• By helping the media PR practitioner will be able to cooperate with the media. He or she will create a two-way relationship.
• By establishing a reputation for reliability. Accurate material should be supplied where and when it is wanted. Journalists will then know the best sources of accurate information and two-way relationship will be cemented.
• By supplying good copy. For instance, supplying good properly captioned interesting pictures. News releases should need little rewriting.
• By cooperation in providing material. For example, arranging press interviews with management when requested.
• By providing information. For example, allowing journalists to see things for themselves.
• By establishing personal relationships with the media. These should be based on frankness and mutual professional respect.

2) What reputation must PR practitioner create? What is important to know about a high reputation? PR practitioner must create reputation for reliability. High reputation is a good reputation.

3) What is a press release? It is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement.

4) What principles must be in personal relationships with media? These should be based on frankness and mutual professional respect.

5) What news releases are most attractive for readers and listeners? Disasters are often more exciting than successes and most audiences want to watch entertainment stories rather than serious news.

Task 3. Write if the statements are true or false:

1) PR specialist should create a two-way relationship with journalists. True.

2) Accurate material should be supplied where it is wanted when the PR manager wants. True.

3) The best way to cement two-way relationships is to be the best source of accurate information. True.

4) All news releases supplied should need little rewriting. True.

5) Arranging press interviews with management is a duty of PR manager. True.

6) Journalists can request news releases.  False.

7) Two-way communication can be achieved by building personal relationships with the media. True.

8) PR specialist and the journalist have the same responsibility to entertain the public. False.

9) A journalist is responsible for the PR specialist. False.

10) Most audiences like serious news rather than entertainment. False.

Task 4. Finish the sentences:

1) By helping the media PR practitioner will be able to cooperate with the media.

2) Accurate material should be supplied where and when it is wanted.

3) News releases should need little rewriting.

4) Personal relationships with the media should be based on frankness and mutual professional respect.

5) PR specialist and the journalist have different and sometimes contradictory jobs.

6) The PR practitioner’s job is to carry out the agreed PR programs, the aim being to gain maximum knowledge and understanding of the client’s or employer’s organization, products or service.

7) The journalist’s first responsibility is to the client or employer.

Task 5. Fill in the blanks with prepositions:

Public relations is a term that is widely misunderstood and misused to describe anything from selling to hosting, when in fact it is a very specific communications process. Every company, organization, association, and government body deals with groups of people affected by what that organization does or says. They might be employees, customers, stockholders, competitors, suppliers, of just the general population of consumers. Each of these groups may be referred to as one of the organization’s publics. The process of public relations manages the organization’s relationships of these publics.

Task 6. What is the difference between:

1. a) Write-off and write-up? Write-off is a periodof timeduring which you fail to achieve Write-up is a report or article that makes a judgment about something, such as a play ormovie.
2. b) Youth market and youth program? Youth Marketing is a term used in the marketingand advertisingindustry to describe activities to communicate with young people, typically in the age range of 13 to 35. Youth programs are particular activities designed to involve people between the ages of 10 and 25.
3. c) Well-run and well-timed? Well-run means  well-managed. Well-timed means happeningor causedto happen at a suitable or effective time.
4. d) Waste circulation and waste coverage? Waste circulation means that Readers of a periodical who are not prospects for the good or service being advertised, or who are where it is not available.
   The term waste coverage is defined as a situation where the coverage of the media exceeds the target audience
5. e) Off-air channel and channel loyalty? Off-air channel means in radio or television, when a programme goes off-air or when something happens off-air. Channel Loyalty is a powerful way to develop loyal, lasting relationships with dealers, resellers and retail partners.