Translate in writing four paragraphs describing the tips which would help you prepare for an interview.

11) Answer the following questions:

1. Why are press interviews, news conferences etc, so important to public relations people?

2. Why may company executives sometimes view direct one-to-one contact with the media as a nightmare?

3. What is the key to a successful interview?

4. Who can initiate a press interview?

5. What questions should be asked before a reporter interviews you?

6. What can be achieved by doing this kind of questioning?

7. What are dangers of a telephone interview?

8. What should reporters be provided with in advance or at the time of the interview?

Can you explain the following?

1. Respect a reporter's deadlines.

2. The key is preparation.

13) Agree or disagree:

1. Body language is also important.

2. If a reporter calls requesting an interview, you should interview the reporter be­fore the reporter interviews you.

Write down the main stages of the preparation for an individual interview.

Text В

News Conferences

A news conference is a setting where many reporters ask questions. It is called by an organization when there is important and significant news to announce, news that would attract major media and public interest.

Here is a list of instances that are appropriate for news conferences:

• An announcement of considerable importance to a large number of people in the community is to be made.

• A matter of public concern needs to be explained.

• Reporters have requested access to a key individual, and it is important to give all media equal access to the person.

• A new product or an invention of the public interest is to be unveiled, demonstra­ted, and explained to the media.

• A person of importance is coming to town, and there are many media requests for interviews.

• A complex issue or situation is to be announced, and the media need access to so­meone who can answer their questions.

The two major reasons for having a news conference are to give all media an oppor­tunity to hear the announcement at the same time and to provide a setting where re­porters can ask follow-up questions. Many announcements, particularly ones involving research breakthroughs, major corporate decisions, and crises, raise numerous ques­tions as reporters seek information on all aspects of an issue or event.

Your role as a public relations professional is to determine when and if a news con­ference is needed. All too often, executives in an organization want to call a news con­ference just to stir up publicity and make routine announcements that can just as ea­sily be handled with a news release. Not only is this an expensive proposition, but it al­so alienates the media, who have better things to do than attend news conferences where there is no news.

□ Vocabulary:

access - доступ

alienate - отдалять, отчуждать

announcenews — сообщить новую информацию

attractinterest - привлечь внимание

breakthrough - успех, достижение

callanewsconference - созвать пресс-конференцию

follow-up (adj) - дополнительный, последующий

instance - случай

raiseaquestion - поднять вопрос

setting - обстановка

stirup - пробудить, вызвать

Exercises

1) Find the English equivalents in the text:

получить доступ; значительная личность; сложная проблема; предоставить возможность; одновременно; главная причина; коллективные решения; опре­делить ч.-л.; обнародовать; слишком часто.

2) Translate the following word-combinations into Russian. Make up your own sentences with them:

1. to stir smth.

(not) to stir a finger

to stir up an interest in smth.

to stir up a quarrel

to stir up rebellion

to stir memories

to stir emotions

2. to seek publicity

to seek smb.'s advice

to seek smb.'s help

to seek one's fortune

to seek a quarrel

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

1. an important new discovery in something you are studying, especially one made after trying for a long time -

2. to deliberately try to cause arguments or problems -

3. to do smth. that makes someone unfriendly or unwilling to support you -

4. done in order to find out more or do more about smth. -

5. to try to achieve or get smth. -

4) Match the words. Use them in sentences of your own:

corporate	breakthrough
research	interest
news	questions
public	release
follow-up	decisions

5) Translate the following sentences into Russian:

1. Walkways allow easy access to the beach.

2. Scientists have made an important breakthrough in I he treatment of heart disease.

3. His speech really stirred up the crowd.

4. In this instance, I have decided there is not enough evidence to bring the case to court.

5. He is doing a follow-up study to his research on children raised in single-parent families.

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

provide	multitudinous
equal	specifically
numerous	main
key	supply
particularly	fair

7) Match the words having the opposite meaning:

expensive	insignificant
equal	endear
key	biased
alienate	deprive
provide	low-priced

8) Insert prepositions where necessary(for; on; with):

to call_________a news conference

a reason_____________a news conference

to provide________a setting

to be appropriate_______a news conference

to be handled_________a news release

_____all aspects

a request________an interview

9) Write down 6 questions to the text beginning with:

who; what; how; when; where; why.