Questions to the text. 1. Howmany principles for achieving good press relations are men­tioned in the text?

1. How many principles for achieving good press relations are men­tioned in the text?

2. What is a reputation for reliability? How is it achieved?

3. How should be pictures submitted?

4. What is said about news releases?

5. What is said about providing information?

6. What personal relationships with media should be based on?

7. What is PR practitioner's first responsibility?

8. Who journalist is first of all responsible too?

9. What do most audiences want?

Exercise A. True or false?

1. PR specialist should create a two-way relationship with journal­ists.

2. Accurate material should be supplied where it is wanted when the PR manager wants.

3. The best way to cement two-way relationships is to be the best source of accurate information.

4. All news releases supplied should need little rewriting.

5. Arranging press interviews with management is a duty of PR manager.

6. Journalists can request news releases.

7. Two-way communication can be achieved by building personal relationships with the media.

8. PR specialist and the journalist have the same responsibility to entertain the public.

9. Journalist is responsible to the PR specialist.

10. Most audiences want serious news rather than entertainment.

Exercise B. Finish the sentences

1. By helping the media PR practitioner will be able to...

2. Accurate material should be supplied where...

3. Journalists will then know the best sources of...

4. News releases should need little...

5. Allowing journalists to see things for

6. Personal relationships with the media should be based on...

7. PR specialist and the journalist have different and some­times...

8. The PR practitioner's job is to...

9. The journalist's first responsibility is to...

Exercise C. Translate into English:

1. Специалист по PR должен создать двусторонние взаимоот­ношения.

2. Точный материал должен быть предоставлен в то время и в том месте, где запросил журналист.

3. Пресс-релиз не должен нуждаться в серьезной переработке.

4. Установление личных отношений должно быть основано на искренности и взаимном профессиональном уважении.

5. Последний пункт заслуживает небольшого обсуждения.

6. Журналист прежде всего отвечает перед издателем.

7. Может быть так, что то, что хотят читатели прочитать, а слу­шатели хотят услышать, не является тем, что специалисты по связям с общественностью хотят читать и слушать.

8. Катастрофы часто более интересны, чем удачи и достиже­ния.

9. Большинство аудитории хочет смотреть развлекательные ма­териалы, а не серьезные новости.

Exercise D. Discussion

1. What does it mean for you to be reliable? Can a person be not reliable in personal life and responsible as a professional?

2. Should a PR manager arrange meetings for journalists with man­agement of other companies?

3. Do you agree that disasters are often more exciting than suc­cesses? Is it true for all audiences?

Exercise E. As the American PR consultant Ivy Ledbetter Lee, said in his Declaration of Principles as long ago as 1906 — all press material should be of 'interest and value'. That should be the criterion of everything the PR practitioner issues to the media and that is how it will be judged. If it is of 'interest and value' to readers, listeners or viewers, the material is likely to be used and the resultant publicity will ultimately please the client or employer.