Translate the list of general guidelines in writing. Do you agree or disagree with the list?

Develop two or three items of the general guidelines which you find the most important.

Start with:

From the point of view of...

It has been pointed out that...

I'd just like to say...

I think (suppose, guess, believe, dare say)...

Personally I believe...

In my opinion (view)...

As I see it...

TextВ

Media Etiquette

In addition to the foregoing guidelines, there are several matters of media etiquette that should be observed. A failure to observe the following points often leads to poor media relations.

Irritating Phone Calls. Don't call a reporter or an editor to ask if your news release was received. Simply assume that it was if you used a regular channel of distribution such as first-class mail, a courier service, or fax.

Unfortunately, the practice of phoning reporters with such an inane question is widely done as a pretext for calling attention to the news release or making a pitch for its use.

Although the approach seems logical, it is better to call a reporter to offer some new piece of information or a story angle that may not be explicit in the news release. The telephone call then becomes an information call instead of a plea to read the news release and use it.

Inappropriate Requests. It is not appropriate to ask a publication or broadcast station to send you a clipping of the story or news segment. If you want such materials, you should make arrangements with a clipping service or a broadcast monitoring firm.

It also is not a good idea to ask if you can check a story before it runs. Publications rarely give such permission and consider the request an infringement on their First Amendment Rights. From a practical standpoint, news is timely, and there often isn't time for outside sources to check stories. It is permissible to ask a reporter if you can check any quotes attributed to you. In many cases, however, you will still get a frosty no.

□ Notes:

First Amendment - Перваяпоправка. Поправка в Конституции США, гарантирующая гражданские свободы. Является частью Билля о правах.

□ Vocabulary:

assume - предположить, допустить

attributedtosmb.- приписываемый к.-л.

call attention to smth.- привлечьвниманиекч.-л.

channel of distribution - каналраспространении

courierservice - курьерская служба

explicit - ясный, четкий, точный

fax - факс

foregoing - вышеупомянутый inane - бессмысленный, пустой

inappropriate - неуместный

infringement - нарушение

irritating – раздражающий

makeapitch - пытаться протолкнуть информацию и т. д.; совершить сделку

observe - соблюдать

permissible - позволительно

permission - позволение

plea просьба

pretext - предлог

quote - цитата

Exercises

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

в добавление к ч.-л.; привести к ч.-л.; обычный канал; подход (к проблеме); аспект сообщения, радиостанция, фирма звукозаписи, проверить сообщение, точка зрения; внешние источники; газетные вырезки.

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

1. a request that is urgent or full of emotion -

2. to try to make a business agreement, or to sell smth.by saying how good it is -

3. a reason given for an action, used in order to hide your own intentions -

3) Translate the following words and word-combinations into Russian. Use them in sentences of your own:

to permit smb.to do smth

to give/ask a travel/work/export etc. permit

to give a permission

permissible

permissive

permissiveness

4) Translate the following sentences into Russian: