Speak on one of the six elements which a pitch letter should have and which you find the most important
When expressing your opinion, use the following:
In my opinion
From my point of view
Personally, I think that
It would seem to me that
As I see it
Frankly, I think
I reckon
8) Here is a sample of a pitch letter. Writing pitch letters is a fine art and an important key to media coverage. Notice that the lead paragraph immediately gets the reader's interest. Translate the letter into Russian. Try to make it as enticing in Russian as it is in English:
September 28, 1990
Ms. Sue Cross
THE ASSOCIATED PRESS
230 N. Michigan Avenue
Chicago, II, 60601
Dear Ms. Cross:
It may have taken the president to give Kennebunkport, Meine, a place on the map, but a 10-year-old boy is literally putting the small hamlet of Parrott, VA, "on the map".
Young Chris Muncy from Mishawaka, Inc., wrote a letter to Randy McNally last year asking that Parrott, home of his grandparents and great-grandmother, be added to the company's top-selling Rand McNally Road Atlas. Muncy often traveled to Parrott (population 800) to visit his grandparents and found planning the route difficult without the small town on the map.
Now, thanks to Chris Muncy's letter, on October 2, Parrott, Va., takes its place on the map in the 1991 Rand McNally Road Atlas. It marks the 67th edition of the nation's best-selling annual paperback.
The new Rand McNally Road Atlas, updated annually, includes thousands of changes from the 1990 edition. These include additions of towns, highways, state parks, rest areas and other points of interest that are vital to the traveler.
The attached news release provides more information on the 1991 Road Atlas from Dr. Michael Dobson, the man who "puts towns on the map" for Rand McNally and leads the company's year-round effort to keep American motorists from getting lost.
I'll call you soon to determine your interest in pursuing this story. Should you require additional information, please contact me or Jim Ileininger at 312/266-4550. We would be happy to arrange an interview for your with Dr.Dobson or Chris Muncy to further discuss making it "on the map".
Sincerely.
Jeff Beckman
Account Executive
□ Notes:
Rand McNally Atlas - атлас «РэндМакнэлли». Географический атлас производства компании «Рэнд Макнэлли энд Ко», специализирующийся на картографических изданиях и выпускающий разнообразные атласы и отдельные географические карты. Эта издательская марка - знак высокой надежности картографических сведений.
Kennebunkport- Кеннебанкпорт. Город на юго-западе штата Мэн на берегу Атлантического океана, основан в 1629 г., модный летний курорт. Дом экс-президента Дж. Буша
VA=Virginia - Вирджиния. Официальное сокращение названия штата.
Text В
Media Advisories
They tell reporters and editors about upcoming events and story opportunities in a brief listing of journalism's five W's and one H - who, what, when, where, why, and how.
The format uses short items instead of long paragraphs. A typical one-page advisory might contain the following elements: a one-line headline, a brief paragraph outlining the story idea, the five W's and one H, short paragraph with additional background information.
It's also important to indicate how the reporter or editor can get more information or make arrangements to cover the event. A contact and telephone number should he part of the letterhead.
Fact Sheets
A fact sheet summarizes the basic facts about an event, an organization, a product, or a service. It is a resource document to help reporters check basic facts and convey accurate information.
Organizational fact sheets should explain the organization - its nature and objective, main business activity, size, revenues, products, and key executives.
Event fact sheets may include basic information about an upcoming event in terms of time, place, and special guests. A fact sheet on a community festival may mention the purpose of the event, participating organizations and sponsors, estimated size of the event, location, time of day, and when the event was first held.
Fact sheets are often included in press kits.
□ Vocabulary:
adjacentto - примыкающийкч.-л.
in attendance - вприсутствии
band - оркестр
benefactor - благотворитель
celebrity - известная личность
check - проверить
convey - передать
coveranevent - осветить события
dedication - посвящение
estimated - предполагаемый
factsheet - краткая информация о событии, подборка данных, объективка
head-line - заголовок
honor -почетный
indicate - указать
keyexecutives - руководство
letterhead - «шапка» (на фирменном бланке), печатный фирменный бланк
located - расположенный
location - расположение
mediaadvisory - рассылаемая информация, носящая рекомендательный характер
offerahostofopportunities - предоставить множество возможностей
outline - набросать в общих чертах
plaque - мемориальная доска
resourcedocument - информационный материал
revenues - доходы
intermsof - в смысле, с точки зрения
unveiling - торжественное открытие
upcoming- предстоящий
Exercises
1) Find the English equivalents in the text. Use these expressions in sentences of your own:
краткий перечень; цели организации; включать в себя основную информацию; суммировать; упоминать о ч.-л.; событие состоялось впервые; организации испонсоры, принимающие участие; длинные абзацы; дополнительная вспомогательная информация.
2) Find the words in the text which describe or mean the following:
1. A page of information about a person or event used as a handout to assist media personnel -
2. A meal eaten in the late morning, as a combination of breakfast and lunch -
3. someone who gives money for a good purpose -
4. happening soon -
5. to describe something in a general way, giving the main points but not the details -
3) Match the words. Use them in the sentences of your own:
| basic | events |
| participating | listing |
| brief | facts |
| upcoming | guests |
| special | organizations |
4) Translate the followings sentences into Russian:
1. The museum received $5 million from an unnamed benefactor.
2. All this information can be conveyed in a simple diagram.
3. The President outlined his peace plan for the Middle East.
4. The fire started in the building adjacent to the library.
5. They had a private wedding with only a few close friends in attendance.
5) Match the words which are close in their meaning:
| important | short |
| opportunity | protracted |
| long | income |
| brief | chance |
| revenue | relevant |
6) Complete the following sentences(convey; include; paragraphs; check; items; in terms of; upcoming):
1. Event fact sheets may____basic information about an_____event_____time, place, and special guests.
2. The format uses short__________instead of long_________.
3. It is a resource document to help reporters __________ basic facts andaccurate information.
7) Insert prepositions where necessary(in; of):
instead______smth.
mention _______smth.
included________ smth.
purpose_________smth.
_____terms_____smth.
8) Answer the following questions:
1. What do media advisories tell reporters and editors about?
2. What are journalism's five Ws and one H?
3. What sort of items are used?
4. What might a typical one-page advisory contain?
5. Should a contact and telephone number be part of the letter or the letterhead?
9) Write down the questions for these answers:
1. A fact sheet summarizes the basic facts about an event, an organization, a product, or a service.
2. Organizational fact sheets should explain the organization.
3. Fact sheets are often included in press kits.
10) Analyse the sample of a media advisory, describe all its parts. Is it made out along the guidelines given in sector "Media Advisories"?
This media advisory tells reporters what they need to know about an event so they can plan their daily assignments.
ARMANASCO
PUBLIC RELATIONS INC.
MEDIA ADVISORY
EVENT: Monterey Sports Center Grand Opening
DATE: Saturday, May 30, 1992
TIME: Noon - 4:00 p.m.
PLACE: Monterey Sports Center & Jacks Park
Franklin Street, Downtown Monterey
CONTACT: Cindy Railing
408/372-2259