Questions to the text. 1. What are four functions of the publishing house?

1. What are four functions of the publishing house?

2. What is the function of the editorial department?

3. What is the function of the advertisement or marketing depart­ment?

4. What is the function f the production department?

5. What department has to forecast sales?

6. What is the function of the circulation department?

7. What department does the PR specialist work with?

8. Can PR manager buy advertising space?

9. What should be kept apart and why?

Exercise A. True or false

1. Publishers are like four different businesses under one roof.

2. The editorial department produces editorial content of the jour­nal.

3. The cost of the advertisement space depends on the number of copies sold and number and kind of readers.

4. Advertisement department can also be called a marketing de­partment.

5. Production department manages the printing of the journal.

6. Circulation department is another sales department.

7. Circulation deparment has the responsibility for selling copies through its circulation representatives.

8. Circulation department organizes distribution of the copies by road only.

9. PR specialist works with all four departments.

10. A PR story is published because the advertisement space is worth buying.

Exercise B. Finish the sentences

1. Publishers are like four...

2. The editorial department...

3. The advertisement or marketing department is a...

4. Production department manages the printing of the journal which...

5. Circulation department organizes distribution by...

6. The PR specialist works with the...

7. The PR practitioner should not talk to an editor about...

8. PR specialist should not try to buy...

9. A PR story being published because it is...

Exercise C. Translate into English:

1. Издательство— это четыре разных организации под одной крышей.

2. Редакционный отдел создает содержание журнала.

3. Отдел рекламы или маркетинга— это отдел продаж.

4. Стоимость площади рекламы зависит от тиража и состава читательской аудитории.

5. Производственный отдел издательства управляет процессом печати журнала.или газеты.

6. Отдел подписки отвечает за продажу экземпляров оптовым покупателям, газетным киоскам и уличным торговцам.

7. Отдел подписки отвечает за организацию распространения (доставки) тиража автотранспортом, железнодорожным транс­портом, водным транспортом и воздушным транспортом.

8. Если менеджер по связям с общественностью отвечает так­же и за рекламу, он не должен разговаривать с редактором о рекламе и с менеджером по рекламе о редакционных во­просах.

9. PR-материал публикуется, потому что стоит того, чтобы быть опубликованным, а реклама покупается, потому что стоит того, чтобы быть купленной.

Exercise D. Discussion

1. What is, in your opinion, the most important department? Please, use concrete examples and arguments.

2. Are the editorial and advertisement sides of publishing kept apart in your country?

3. What information about the media is more important for PR purposes than the other— profile of readers, area of circula­tion, circulation figures, cost of advertisement space or editorial philosophy? Use examples to support your opinion.

________ Lesson 8. PRESS RELATIONS

Text A How to achieve Good Press Relations Text В How news is gathered