Media dependence on public relations
UNIT 1
MEDIA DEPENDENCE ON PUBLIC RELATIONS
Public relations people work with the media in many ways. This unit discusses how to prepare for press interviews, organize a news conference, conduct a media tour, and write such materials as fact sheets, press kits, and op-ed articles.
The unit begins with a review of how reporters and public relations people are mutually dependent upon each other for accomplishing their respective goals. It also mentions areas of friction that often contribute to an adversarial atmosphere. An important part of the relationship is based on mutual trust and credibility. For your part, you must always provide accurate, timely, and comprehensive information. Only in this way can medium do its job of informing readers, listeners, or views about matter of importance to them.
Public relations sources provide most of the information used in the media today. A number of research studies have substantiated this, including the finding that today's reporters and editors spend most of their time processing information, not gathering it.
1,200 New York Times, Washington Post front pages were found that 58,2 percent of the stories came through routine bureaucratic channels (official proceedings, news releases, and conferences or other planned events). Just 25,2 percent were the products of the investigative journalism, and most of these were produced by interviews, the result of routine access to spokespersons. As the report said, "The reporter cannot depend on legwork alone to satisfy his paper's insatiable channels to provide demand for news. He looks to official channels to provide him with newsworthy material day after day".
A New York public relations firm, Jericho Promotions, sent questionnaires to 5,500 journalists worldwide and got 2,432 to respond. Of that number, 38 percent said they get at least half of their story ideas from public relations people. The percentage was higher among editors of lifestyle, entertainment, and health sections of newspapers but much lower among metropolitan reporters, who spent most of their time covering "hard" news.
In other words, public relations materials save media outlets the time, money, and effort of gathering their own news.
VOCABULARY
| 1 accomplish one's goal 2 adversarial 3 be dependent upon smb 4 comprehensive 5 contribute to smth 6 credibility 7 fact sheet 8 friction 9 insatiable 10 media outlets 11 medium 12 mutual 13 op-ed page/article 14 press kit 15 process information 16 provide information 17 respective 18 routine 19 satisfy demand 20 story 21 substantiate 22 timely | 1 достичь своей цели 2 враждебный 3 зависеть от к-л 4 исчерпывающий 5 способствовать ч-л 6 взаимный 7 подборка данных 8 разногласие 9 жадный 10 местные телестудии 11 средство 12 взаимный 13 полоса газеты 14 информационная подборка для прессы 15 обрабатывать информацию 16 предоставлять информацию 17 соответственный 18 обычный 19 удовлетворить спрос 20 газетный материал 21 подтвердить данными 22 своевременный |
UNIT 2
VOCABULARY
| 1 be designed for smb 2 channels of communication 3 cost-effective 4 disseminate 5 endorse information 6 gate-keeper 7 inference 8 make a judgement 9 reside in smth 10 satellite communications 11 shape opinions and attitudes 12 tailored message 13 target audience 14 variety | 1 быть предназначенным для кого-либо 2 каналы связи 3 рентабельный 4 распространять 5 распределять информацию 6 редактор 7 заключение 8 сделать заключение 9 принадлежать чему-либо 10 спутниковая связь 11 сформировать точку зрения, мнение 12 сообщение, рассчитанное на определенную аудиторию 13 целевая аудитория 14 разнообразие |
UNIT 3
AREAS OF FRICTION
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 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 of policies of organizations as "public relations gimmicks".
VOCABULARY
| 1 assess 2 be akin to smth 3 derogatory 4 disdain 5 excessive 6 flacks 7 follow suit 8 forbid, forbade, forbidden 9 freebie 10 friction 11 gimmick 12 hack 13 hype 14 minor 15 promotion 16 recipient 17 refer to 18 resent 19 stack | 1 оценивать 2 быть сродни чему-либо 3 пренебрежительный 4 презирать 5 чрезмерный 6 пиарщик 7 последовать примеру 8 запрещать 9 небольшой подарок 10 трения, разногласия 11 рекламный трюк 12 писаки 13 шумная реклама 14 небольшой 15 продвижение, реклама 16 получатель 17 отзываться о чем-либо 18 возмущаться 19 масса, куча |
UNIT 4
EFFECTIVE MEDIA RELATIONS
There will always be areas of friction and disagreement between public relations people and journalists, but that doesn't mean that there can't be a solid working relationship based on mutual respect for each other's work, including journalists.
A good working relationship with the media is vital for a public relations writer. Indeed, one definition of public relations is the building of relationship between the organization and its various public.
Dealing with the Media
Many guidelines for dealing effectively with the media have been compiled. Most of them are well tested and proven, but you must always remember that there are no ironclad rules. Media people are also individuals to whom a particular approach may not be applicable. Here's a list of general guidelines.
1. Know your media.Be familiar with the publications and broadcast outlets that are regular used. Know their deadlines, news format, audience, and needs. Do your homework on other publications and broadcast shows before sending a pitch letter or news material.
2. Limit your mailings.Multiple news releases are inefficient and costly, and they alienate media gatekeepers. Send releases only to publications and broadcast outlets that would have an interest in the information.
3. Localize.Countless surveys show that the most effective materials have a local angle. Take the time to develop that angle before sending materials to specific publications.
4. Send newsworthy information.Don't bother sending materials that are not newsworthy. Avoid excessive hype and promotion.
5. Practice good writing.News materials should be well written and concise. Avoid technical jargon in materials sent to nontechnical publications.
6. Avoid gimmicks. Don't send T-shirts, teddy bears, balloon bouquets, or other frivolous items to get the attention of media gatekeepers.
7. Be environmentally correct.Avoid giant press kits and reams of background materials. Save trees.
8. Be available.You are the spokesperson for an organization. It is your responsibility to be accessible at all times, even in the middle of the night. Key reporters should have your office and home telephone number.
9. Get back to reporters. Make it a priority to respect your promises and call reporters back in a timely manner. They have deadlines to meet.
10. Answer your own phone. Use voice mail system as a tool of service, not as a screening device. Reporters (like other people) hate getting bogged down in the electronic swamp of endless button pushing.
11. Be truthful.Give accurate and complete information even if it is not flattering to your organization. Your facts and figures must be clear and dependable.
12. Answer the questions.There are only three acceptable answer: "Here it is", "I don't know but I'll get back to you within an hour" and "I know but I can't tell you now because …" "No comment" is not one of the three alternatives.
13. Protect exclusives.If reporter has found a story, don't give it to anyone else.
14. Be fair.Competing media deserve equal opportunity to receive information in a timely manner.
15. Help the photographers.Facilitate their work by getting people together in a central location, providing necessary props, and supplying subjects' full names and titles.
16. Explain.Give reporters background briefings and materials so that they understand your organization. Tell them how decisions were reached.
17. Remember deadlines.The reporter must have enough time to write a story. One good rule is to provide information days or weeks in advance. In addition, don't call a media outlet to make a pitch at deadlines time.
18. Praise good work. If a reporter has written or produced a good story, send a complimentary note. A copy to the editor is also appreciated.
19. Correct errors politely.Ignore minor errors such as misspellings, inaccurate ages, and wrong titles. If there is a major factual error that skews the accuracy of the entire story, talk to the reporter who wrote the story. If that doesn't work, talk to the editor or news director.
VOCABULARY
| 1 alienate 2 angle 3 applicable 4 avoid 5 compile 6 concise 7 deadline 8 definition 9 device 10 exclusive 11 facilitate 12 flatter 13 guidelines 14 ironclad rules 15 meet the deadline 16 pitch letter 17 priority 18 props 19 ream 20 skew 21 take the time 22 vital 23 voice mail system | 1 отдалять 2 точка зрения 3 применимый 4 избегать 5 составить 6 краткий 7 крайний срок 8 определение 9 приспособление 10 эксклюзивное сообщение 11 облегчать 12 льстить 13 правила 14 "железные" правила 15 выполнить что-либо в срок 16 рекламно-информационное письмо 17 первостепенная задача 18 реквизит 19 груда 20 исказить 21 не торопиться 22 жизненно важный 23 автоответчик |
UNIT 7
Invitations
The invitation list should include all reporters who might be interested. It is better to invite too than to omit some who may feel slighted. Invitations, which may take the form of letter , should be mailed or faxed seven to ten days in advance. The telephone can be used if the conference is being scheduled on short notice. In any case, the invitation should state the time and place, the subject to be discussed, and the names of the principal spokespeople who will attend.
Invitations should be marked “RSVP” so that you can make appropriate decisions regarding the size of the meeting room, the number of press kits or other materials, and any special equipment that will be needed. Reporters are notorious for not responding to RSVPs, so it is usually necessary to phone them several days before the event as a reminder and to get a tentative answer.
Handling the Conference
It is important that a news conference be well organized, short, and punctual. It is not a symposium or a seminar. A news conference should run no more than an hour, and the statements by spokespeople should be relatively brief, allowing reporters time to ask questions.
You should brief your employers or clients on what they are going to say, how they are going to say it, and what visual aids will be used to illustrate the announcement. Reporters should receive copies of the text for each speech and other key materials such as slides, charts, and background materials. These are often given to reporters in the form of a press kit. Short bios with the accurate names and titles of the participants can be added to the press kit, as can general news releases.
After the Conference
At the conclusion of the news conference the spokespeople should remain in the room and be available for any reporters who need one-on-one interviews. This can be done in a quiet corner or in a room adjacent to the site.
As the public relations person, you should be readily accessible during the remainder of the day in case reporters need more information or think of other questions as they prepare their stories. You should know where the spokespeople are during the day and how they can be reached, just in case a reporter needs to check a quote or get another.
Another duty is to contact reporters who expressed interest but were ultimately unable to attend. You can offer to send them the printed materials from news conference and, if you have recorded the news conference, offer experts of videotape or sound bites. Another possibility is to arrange a one-on-one interview with one of the spokespeople.
VOCABULARY
| 1 bio 2 brief 3 chart 4 notorious 5 omit 6 one-on-one interview 7 prior to 8 reminder 9 RSVP 10 on short notice 11 socialize 12 tentative 13 ultimately 14 visual aids | 1 биография 2 инструктировать 3 схема 4 печально известный 5 пропускать 6 личное интервью 7 предварительно 8 напоминание 9 будьте любезны ответить 10 быстро 11 общаться 12 предварительный 13 в конечном счете 14 визуальные средства |
UNIT 8
Editorial Boards
The key editors of a newspaper meet on a regular bases to determine editorial policy. They would be interested in talking to you if your employer or client is involved in a current controversy or in emerging issues. They do not want to meet with you if the purpose is just to get publicity.
In general, you contact the editorial page editor and request a meeting with the newspaper's editorial board. Most editors want a tightly written one or two-page letter outlining whom you represent, what issues you would like to cover, and why your people are the best qualified to discuss the issue. Don't weigh down your first letter with a press kit or other background information.
Once you have an appointment with the editorial board, you should develop a message that focuses on three or four key points. You should also in advance what you want to accomplish in the meeting. Is it simply to let editors know about your side of the issue, or do you want them to write an editorial supporting you?
The best approach is to have a well-informed senior person in the organization give the presentation. This may be the company president, but it can be an expert in particular field like law, accounting, or environmental standards, depending on the issue. In general, your role as the public relations person is not to give the presentation but rather to make arrangements for the meeting and help your spokespersons get ready for it.
If you represent a community organization, you should think about meeting with editorial board to arrange for an editorial supporting your particular goal. Newspapers are community boosters and do write editorials supporting worthy causes.
VOCABULARY
| 1 accomplish 2 boost 3 citizen 4 editorial 5 editorial page 6 editorial board 7 emerge 8 essay 9 message 10 once 11 op-ed 12 opinion leader 13 submit 14 techique | 1 достичь 2 повышать 3 гражданин 4 редакционная коллегия 5 pедакционная статья 6 появляться 7 это приглашение 8 очерк 9 сообщение 10 однажды 11 полоса в газете 12авторитетный человек 13 представить 14 прием |
UNIT 9
VOCABULARY
| 1 advertising 2 tool 3 marketing 4 sale 5 goods 6 increase 7 services 8 policy 9 success 10 income 11 indirectly 12 affect 13 public relations 14 public regard for 15 basic types 16 image 17 financial advertising 18 public service advertising | 1 реклама 2 средство 3 маркетинг 4 продажа 5 товар 6 увеличивать 7 услуги 8 политика 9 успех 10 доход 11 косвенно 12 оказывать воздействие 13 связь с общественностью 14 отношение общества к 15 основные виды 16 формирование благоприятного имиджа 17 финансовая реклама 18 реклама по распространению информации |
| 19 advocacy advertising 20 be designed 21 convince 22 a citizen 23 community 24 place 25 meet requirements 26 management 27 sound 28 supply 29 assist 30 the stock 31 a particular 32 public opinion 33 focus on smth 34 stand 35 distribute 36 promptly 37 current 38 announcement advertising 39 desirable | 19 разъяснительно-пропагандистская реклама 20 быть предназначенным 21 убеждать 22 гражданин 23 общество 24 размещать 25 отвечать требованиям 26 правление 27 крепкий, здоровый 28 предоставлять 29 помогать 30 фонды 31 отдельный вопрос 32 общественное мнение 33 сосредоточиться на чем-либо 34 точка зрения 35 распределять 36 быстро 37 текущий, современный 38 реклама по быстрому распространению важной информации в пользу фирмы 39 привлекательный |
UNIT 1
MEDIA DEPENDENCE ON PUBLIC RELATIONS
Public relations people work with the media in many ways. This unit discusses how to prepare for press interviews, organize a news conference, conduct a media tour, and write such materials as fact sheets, press kits, and op-ed articles.
The unit begins with a review of how reporters and public relations people are mutually dependent upon each other for accomplishing their respective goals. It also mentions areas of friction that often contribute to an adversarial atmosphere. An important part of the relationship is based on mutual trust and credibility. For your part, you must always provide accurate, timely, and comprehensive information. Only in this way can medium do its job of informing readers, listeners, or views about matter of importance to them.
Public relations sources provide most of the information used in the media today. A number of research studies have substantiated this, including the finding that today's reporters and editors spend most of their time processing information, not gathering it.
1,200 New York Times, Washington Post front pages were found that 58,2 percent of the stories came through routine bureaucratic channels (official proceedings, news releases, and conferences or other planned events). Just 25,2 percent were the products of the investigative journalism, and most of these were produced by interviews, the result of routine access to spokespersons. As the report said, "The reporter cannot depend on legwork alone to satisfy his paper's insatiable channels to provide demand for news. He looks to official channels to provide him with newsworthy material day after day".
A New York public relations firm, Jericho Promotions, sent questionnaires to 5,500 journalists worldwide and got 2,432 to respond. Of that number, 38 percent said they get at least half of their story ideas from public relations people. The percentage was higher among editors of lifestyle, entertainment, and health sections of newspapers but much lower among metropolitan reporters, who spent most of their time covering "hard" news.
In other words, public relations materials save media outlets the time, money, and effort of gathering their own news.
VOCABULARY
| 1 accomplish one's goal 2 adversarial 3 be dependent upon smb 4 comprehensive 5 contribute to smth 6 credibility 7 fact sheet 8 friction 9 insatiable 10 media outlets 11 medium 12 mutual 13 op-ed page/article 14 press kit 15 process information 16 provide information 17 respective 18 routine 19 satisfy demand 20 story 21 substantiate 22 timely | 1 достичь своей цели 2 враждебный 3 зависеть от к-л 4 исчерпывающий 5 способствовать ч-л 6 взаимный 7 подборка данных 8 разногласие 9 жадный 10 местные телестудии 11 средство 12 взаимный 13 полоса газеты 14 информационная подборка для прессы 15 обрабатывать информацию 16 предоставлять информацию 17 соответственный 18 обычный 19 удовлетворить спрос 20 газетный материал 21 подтвердить данными 22 своевременный |
UNIT 2