Grand opening photo and interview opportunities

The Monterey Sports Center grand opening will offer a host of opportunities for the media, both for interviews and photographs. Following is a schedule that you may find helpful in covering this event. Full press kits and media assistance will be avai­lable at the event at Information Center, located adjacent to stage in Jacks Park.

SCHEDULE OF ACTIVITIES

10:00 - 11: 30 a.m. Brunch to Honor Benefactors and Welcome

Celebrities

(Tent located in Sports Center parking area)

Noon - 1:00 p.m. Roger Eddy Band (Sports Center Stage)

1:00 - 1:50 p.m. Original Substitutes (Jacks Park Stage)

1:50 - 2:00 p.m. 7th Infantry Band & Parade of Stars

(Franklin Street)

2:00 - 2:30 p.m. Dedication Ceremonies (Sports Center Stage)

3:00 p.m. Unveiling of City Council Plaque

(SportsCenter Entrance)

2:45 -4:15 p.m. Joe Sharino Band (Jacks Park Stage)

CELEBRITIES IN ATTENDANCE

Mark Spitz/John Naber (Former Olympic champions)

Matt Biondi/Scott Jaffe Rouse ("92 U.S. Olympic Swim Team)

Karen Мое Thornton (Former Olympian)

Bob Hughes/Pat Lovell (Former Olympians)

Lee Allen (Former Olympian)

Sherman White/Raymond Chester (Football)

Ron Johnson/Anthony Toney (Football)

□ Notes:

Monterey- Монтерей. Город на западе штата Калифорния

Text С

Position Papers

A position paper is a statement of the organization's stand on some public issue. An example might be the position of a public utility on nuclear power. Such a paper is an official document and is often prepared at the request of top management. However, an alert public relations person who keeps aware of public issues will suggest the prepara­tion of a position paper when the need first arises. In either case, the paper must be ap­proved by the head of the organization.

The first item in a position paper is an explanation of the issue. This must be pres­ented clearly and honestly. It should be supported with enough background to let the reader understand exactly what is at issue.

The organization's position statement is next. It must be brief but complete, clearly written, and backed up with facts.

In many cases it is advisable to present and refute the position of the opposing side. Also, it may be a good idea to discuss alternative solutions and the reasons why they are not acceptable or workable.

Position papers may be distributed in response to media requests, they may be inc­luded in press kits, or they may be sent to all media that might want to know the or­ganization's position.

Backgrounders

In contrast to the position paper, which states an organization's stand on a particu­lar subject, the backgrounder is only a recap of information and doesn't necessarily le­ad to any conclusion.

It is a summary of pertinent facts about some subject. It must be accurate, comple­te, and objective.

Backgrounders don't have to be dull.

Press Kits

A press kit is a packet of materials that may include news releases, photographs, fe­ature stories, fact sheets, position papers, backgrounders, and brief biographical sketches. In short, it is a collection of press materials assembled in a large envelope or folder.

Compiling and producing a press kit is time-consuming and expensive. Consequent­ly, press kits should be distributed selectively and only to reporters who indicate an in­terest in receiving one.

Press kits often come under severe media criticism for a variety of sins. One com­mon complaint is that press kits announcing a new product are basically sales brochu­res, of little use to reporters. Another criticism involves size. Reporters complain that thick press kits not only provide too much information but also are almost impossible to sort through and file.

Both public relations people and reporters express concern about the amount of pa­per used in press kits. It is difficult for a company to claim a commitment to the envi­ronment when its press kit is I inch thick.

In sum, keep press kits slim and cost-effective!

Don't overlook electronic press kits (EPKs) as a way of disseminating information to broadcast and cable outlets. EPKs are sent by satellite just like video news releases. Movie studios, in particular, are using satellite to promote new films by sending out EPKs that include film clips, and interviews with the stars, directors, and producers. Recording companies promote music videos in the same way.

□ Vocabulary:

alert - наблюдательный, внимательный, находящийся начеку

approve - одобрять

backgrounders - информация, подтверждающая значимость материала

backup - поддерживать

comeundercriticism - подвергаться критике

commitment - обязательство

complaint жалоба

involve - предполагать, подразумевать

keepawareofsmth. - быть в курсе

leadtoaconclusion - приводить к заключению

pertinent относящийся к делу

pointatissue - предмет рассмотрения

positionpaper - справка, документ о позиции организации в отношении к.-л. вопроса

present– представлять

recap - резюме

refute - опровергать, доказывать несостоятельность

attherequest - попросьбеsin - грех

smb'sstandonsmth. - чья-то позиция в отношении ч.-л.

timeconsuming - требующий затрат времени

utility - полезность, польза

Exercises

1) Find the English equivalents in the text:

руководители; количество бумаги; окружающая среда; спутник; режиссер; в любом случае; позиция организации по определенному вопросу; проглядеть что-то; противоположная сторона; альтернативные решения.

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

1. a detailed statement on a question at issue made by an individual or organization -

2. information that explains the significance of a news story -

3. to prove that a statement or idea is not correct or not fair -

4. relating to smth. that is being considered -

5. able to think quickly and clearly -

6. taking a long time to do –

3) Match the words. Use the combinations in sentences of your own:

position	solution
claim	outlets
broadcast	kits
alternative	paper
press	a commitment

4) Translate the following sentences into Russian:

1. Several scientists have attempted to refute his theories.

2. The information is not pertinent to this study.

3. The medicine can make it difficult to remain alert.

4. At issue are the moral questions raised by cloning.

5. Our company has a commitment to equal pay and opportunities.

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

dull	admissible
brief	recommended
alert	boring
advisable	perceptive
acceptable	laconic

6) Match the words which are opposite in their meaning:

workable	irrelevant
severe	uncomplicated
pertinent	unconscious
difficult	easygoing
aware	impratical

7) Complete the following sentences(stand;press kits; requests; concern; distributed)

1. Both public relations people and reporters express_______about theamount of paper used in_.

2. A position paper is a statement of the organization's_____on somepublic issue.

3. Position papers may be________in response to media__________.

8) Insert the prepositions(to; under; up; in; with)

to be backed_______smth.

_____response____smth.

to be included_______

_________contrast________smth.

smb's stand___________smth.

to lead________smth.

to come______criticism

a commitment______smth.

9) Write down the questions for these answers:

1. A position paper is a statement of the organization's stand on some public issue.

2. The first item in a position paper is an explanation of the issue.

3. Position papers may be distributed in response to media requests.

4. It must be accurate, complete, and objective.

5. Backgrounders don't have to be dull.

10) Can you explain the following:

1. It is difficult for a company to claim a commitment to the environment when its press kit is one inch thick.

2. An alert public relations person who keeps aware of public issues will suggest the preparation of a position paper when the need first arises.

11) Sum up what the texts say about:

1. Pitch letters

2. Media advisories and fact sheets

3. Press kits

Only three sentences should be written.

UNIT 7

MEETING THE PRESS

Text A

Press interviews, news conferences, media tours, and other kinds of gatherings pro­vide excellent opportunities to communicate your message to a variety of audiences. They are more personal than just sending written materials and allow' reporters to get direct answers from news sources.

Company executives prone to stage fright may view direct one-to-one contact with the media as a nightmare. They fear that they will say something stupid, be misquoted, or be "ambushed" by an aggressive reporter who will slant the interview to imply that the organization is guilty of some wrongdoing.

Nevertheless, media interviews help the organization accomplish the objectives of increasing visibility, consumer awareness, and sales of services or products. The key is preparation.

Individual Interviews

Most press interviews are set up in advance. They can be initiated by you as the pu­blic relations representative, or they can be requested by a reporter who is looking for credible experts to fill out a story.

If a reporter calls requesting an interview, you should interview the reporter before the reporter interviews you. Some common questions are, "What's the nature of your story?" "Why did you call me?" "What are you looking for from me?"

By doing this kind of questioning, you can decide if you are qualified to answer the questions or whether someone else in the organization would be a better source. You may also decide that the context of the story is not appropriate for your organization and decline to be interviewed. For example, the reporter may ask you to comment on some topic that has nothing to do with your organization.

One danger in a telephone interview is that you're caught off guard and don't have time to formulate your thoughts. But before you know it, you and the reporter are chatting away like old friends about a number of topics. This is fine, but do remember that name and a quote will probably appear in the article or as a sound bite on a news­cast. It may be accurate, or it may be completely out of context.

A better approach for a major interview, whether initiated by you or by the repor­ter, is to schedule it in advance. If you know the purpose of the story, this will help you prepare yourself or other spokespersons for the session.

There are some tips:

1. Define your key points. Know the three most important points you want to get ac­ross to the interviewer.

2. Anticipate difficult questions. Make a list of questions that might be asked - and be prepared for them.

3. Rehearse. It is normal to feel uncomfortable when you're in the "hot seat" when reporters start questioning you. Practice making your key points and answering diffi­cult questions. If you're preparing an executive for the interview, you role-play as the reporter.

4. Follow up. After the interview, provide any material promised to the reporter. Re­spect a reporter's deadlines. Getting back to a reporter in several days often isn't good enough.

Another common suggestion is to provide reporters with company background ma­terials in advance or at the time of the interview. This will help them get facts and na­mes correct. Body language is also important: Be confident and relaxed, always look a reporter in the eye and never look away, keep your hands open, smile, and lean forward when you're talking.

□ Vocabulary:

abmush заманитьвловушку

accomplish the objective - достичьцели

in advance - заранее

anticipate - ожидать, предвидеть

appropriate - подходящий

be in the hot seat (col) - бытькакнаиголках

body language - языкжестов

catch smb. off guard - застигнутьк.-л. врасплох

chat away - болтать

consumer awareness - потребительскаяосведомленность

decline - отвергнуть, отказаться

followup - довести до конца

get across to smb. - донестидок.-л.

imply - намекать, предполагать

newscast - последние известия (по радио или телевидению)

nightmare - кошмар

prone to smth. - склонныйкч.-л.

rehearse репетировать

slant передергивать факты; необъективно представлять информацию

stage-fright - страх перед публикой

view - рассматривать

visibility - обзор, видимость

Exercises

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

быть компетентным; сформулировать мысль; цель ч.-л.; знающие специали­сты; обычные вопросы; предоставить прекрасные возможности; служащие компании; источник (информации); прокомментировать ч.-л.; не иметь ничего общего с ч.-л.

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

1. changes in your body position and movements that show what you are feeling or thinking -

2. likely to do smth. -

3. nervousness felt by someone who is going to perform in front of a lot of people –

4. to provide facts or information in a way that unfairly supports one opinion, one side of an argument etc. -

5. to surprise someone by doing or saying something that they are not ready to deal with -

6. a news program on television -

7. to suggest that something is true without saying or showing it directly –

3) Match the words. Use the expressions in sentences of your own:

body	conference
sound	language
background	points
news	bite
key	materials

4) Translate the following sentences into Russian:

1. She is prone to say exactly what she thinks.

2. It was a nightmare driving home in the snow.

3. The report was heavily slanted toward the city council's version of events.

4. The sudden snowstorm caught weather forecasters off guard.

5. The movie is appropriate for children over 12.

6. Sales are better than anticipated.

7. It was difficult to get his idea across to the committee.

8. The salesmen implied that the cars were safe.

9. He declined their invitation to take part in the conference.

10. If it is viewed from an environmental perspective, the factory's closing is a good thing.

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

aggressive	competent
personal	ordinary
common	individual
qualified	explicate
comment	hostile

6) Match the words which have the opposite meaning:

personal	oral
qualified	friendly
major	unskilled
aggressive	insignificant
written	public

7) Complete the following sentences(prone; appropriate; major; schedule; decline; ini­tiated; view; nightmare):

1. A better approach for a_____interview, whether_______by you or by the reporter, isto____it in advance.

2. You may also decide that the context of the story is not____for your organizationand_______to be interviewed.

3. Company executives_______to stage fright may________direct one-to-one contact with

the media as a __________.

8) Insert the prepositions(for; on; with; in; forward; up; away; by; out). Translate the sentences into Russian:

1. Most press interviews are set______advance.

2. They can be requested______a reporter who is looking________credible experts to

fill__________a story.

3. The reporter may ask you to comment_______some topic that has nothing to do__________

your organization.

4. Be confident and relaxed, always look a reporter_______the eye and never look________,

and lean__________when you're talking.

9)Write these words with correct negative prefixes(un, in, im). Translate the pa­irs of adjectives into Russian:

qualified; personal; written; direct; appropriate; credible; common; accurate; important; confident.