Материал: LS-Sb87091

initiating the communication or reacting to inquiries. Publicity differs dramatically from advertising, despite the fact that most people confuse the two.

Advertising possesses the following characteristics:

1.You pay for it.

2.You control what is said.

3.You control how it is said.

4.You control to whom it is said.

5.To a degree, you control where it is put in a publication or on the air.

6.You control the frequency of its use.

Publicity, on the other hand, offers no such controls. Typically, publicity is subject to review by news editors, who may decide to use all of a story, some of it, or none of it. When it will run, who will see it, how often it will be used — all such factors are subject, to a large degree, to the whims of a news editor. However, even though publicity is by no means a sure thing, it does offer two overriding benefits that enhance its appeal, even beyond that of advertising.

First, although not free, publicity costs only the time and effort expended by public relations personnel and management in attempting to place it in the media. Therefore, relatively speaking, its cost is minimal, especially when compared with the costs of advertising and assessed against potential returns.

Second and most important, publicity, which appears in news rather than in advertising columns, carries the implicit endorsement of the publication in which it appears. In other words, publicity is perceived as objective news rather than selfserving promotion, which translates into the most sought-after of commodities for an organization: credibility. And this is the true value of publicity over advertising.

Gaining access to the media is a common problem among organizations wishing to attract positive publicity. People often complain that the media are more interested in bad news than in anything positive. To a degree, this complaint is valid. Although no two reporters or editors can agree on what constitutes news, more often than not, news is the sensational, the unusual, or the unexpected. And oftentimes for an organization, this equals bad news. Indeed, in recent years, large multinationals like Mobil Oil and Kaiser Aluminum have taken the unprecedented step of purchasing media air time to tell their side of a story.

Obviously, most organizations lack the resources to do this. But clearly, every organization yearns to earn positive mentions in the media. And this objective is indeed attainable. Overall, what’s required is a basic, common sense knowledge of the media people with whom you’re dealing and a sense of courtesy,

21

responsiveness, and respect in dealing with them. It bears repeating: journalists — or at least most of them — are people, too. Treat them that way, and the goal of penetrating the print or broadcast barriers lies within reach. The next several pages offer specific suggestions for developing a positive relationship with the media.

Occasionally, events trigger an immediate need to disseminate company news. A sudden change in management, a fire or explosion at a plant, a labor strike or settlement — all engender the need for news publicity. In a more controlled sense, news publicity is used to announce plant openings, executive speeches, groundbreakings, charitable donations, major appointments, and product changes.

1.Feature. Less news-oriented material provides the media with features: personality profiles on management and company personnel, helpful hints from company experts, case studies of ongoing and successful company programs, innovative ways of opening up production bottlenecks, or unusual applications of new products. Practitioners also often help freelance writers in this task.

2.Financial. Generally, this material concerns earnings releases, dividend announcements, and other financial affairs. The Securities and Exchange Commission requires that all publicly held companies announce important financial information promptly, through the media and news wires.

3.Product. Publicizing new or improved products has enormous potential to aid bottom-line profits. However, such publicity should be used judiciously, so that the media do not feel that the organization is going overboard in attempting to boost sales.

4.Picture. The old maxim «A picture is worth a thousand words» is particularly true in public relations. Good photos can frequently tell a story about a new product or company announcement without the necessity of a lengthy news release. If an accompanying photo caption of three or four lines is pointed and provocative, the photo has an even greater chance of being used.

1. Insert the correct prepositions.

Even though television has become a major news disseminator, newspapers continue to hold their own _____ a news source. A survey _____ Audits & Surveys showed that television and newspapers were _____ a par _____ terms

_____ cumulative daily exposure. Any day ______ the week, _____ fact, almost 70 percent _____ the adult population watches some television news and reads

_____ least one newspaper.

22

Newspapers provide more diversity and depth _____ coverage than television or radio. It may be _____ this reason that approximately 63 million copies _____

daily newspapers are sold each day. Newspapers range ______ giant dailies _____

circulations approaching two million _____ small weekly papers, written, edited, and produced _____ a single individual.

2. Fill in the gaps with the appropriate word from the box.

Transmitted, loss, circulation, rewarding, cherished, complimentary, abbreviated, ambitious, challenge, downplays, media relations

In 1982, Gannett launched its most ___________ project to date with the publication of USA Today, a truly national newspaper, ____________ from Rosslyn, Virginia, to major American cities via satellite. The paper costs Gannett upwards of $50 million per year. The full-color newspaper lists daily news from all 50 states; offers national weather, sports, and business; and ____________

international news. Gannett’s hope is that USA Today will become «America’s hometown newspaper». Critics charge that USA Today’s _____________ articles are fast-food journalism and derisively label the publication «McPaper». Nevertheless, its ____________ has reached 1.3 million, second only to the The Wall Street Journal.

Despite the _______ of journalistic competition in many cities, the newspaper is still a primary target for ____________________ activities. To practitioners and their managements, penetrating the daily with positive publicity is a critical

______________. To many corporate managements, favorable publicity in The New York Times is a special achievement. To politicians, a ___________ story in the Washington Post is equally. In other communities, a positive piece in the local daily is just as.

3. Put the words in brackets in the correct form.

In recent years, as operating costs (skyrocket) and many Americans (leave) central cities for the suburbs, some urban papers (fold). In such cities, traditional competition between the morning and evening newspapers (diminish). Occasionally, the same publishing firm (own) both papers. The huge Rochesterbased Gannett chain, for example, (own) 97 daily newspapers reaching 6 million readers as well as 8 TV stations and 15 radio stations.

One newspaper that (be) a frequent target for public relations professionals, particularly those who (work) for publicly held firms, (be) The Wall Street Journal. The Journal, commonly (call) the business bible, (print) several daily

23

editions for different geographic regions. Although its circulation (be) nearly two million, more than four million people a day (read) the paper because of high passalong readership. The paper (put) together by 500 reporters, 500 editors, and bureau chiefs worldwide. The average annual income of a Journal subscriber (be) close to $62,200. More than one-half of its readers (employ) in professional or managerial occupations; 262,000 (be) company presidents. Thus, The Wall Street Journal (be) a prime target for public relations publicity initiatives, including all four U.S. editions and the Asian and European editions, as well.

Not (overlook) in media relations (be) the suburban newspapers, the smallcity dailies, and the nearly 7,500 weekly newspapers. All (be) targets for news releases and story ideas. When an organization (have) a branch or plant in an area, these local media contacts can be of critical importance, particularly for consumer product publicity.

PART TWO

TEXTS FOR WRITTEN TRANSLATION

Text 1. Communicating in a Crisis

The key communication principle in dealing with a crisis is not to clam up when disaster strikes. The most effective crisis communicators are those who provide prompt, frank, and full information to the media in the eye of the storm. Invariably, the first inclination of executives is to say, «Let’s wait until all the facts are in». But as President Carter’s press secretary, Jody Powell, used to say, «Bad news is a lot like fish. It doesn’t get better with age». In saying nothing, an organization is perceived as already having made a decision. That angers the media and compounds the problem. On the other hand, inexperienced spokespersons, speculating nervously or using emotionally charged language, are even worse.

Most public relations professionals consider the cardinal rule for communications during a crisis to be: TELL IT ALL AND TELL IT FAST!

As a general rule, when information gets out quickly, rumors are stopped and nerves are calmed. A continuous flow of information indicates that people are working on the problem. Messages should be consistent, using a limited number of spokespersons — preferably only one. Comparisons should be avoided: Don’t give people the opportunity to link your accident with a worse one. Statements should be limited to facts, not speculation or guesswork. But as a senior communications manager for Dow Chemical put it: «The public must be fully informed frequently and accurately through the media from the outset by credible senior spokesmen

24

accustomed to dealing with the media in a responsible, respectful manner, who understand and can explain clearly, in lay language, complex information».

Another key in intelligently communicating in a crisis is to evaluate each media request separately, on the basis of several questions:

1.What do we gain by participating? If you have absolutely nothing to gain from an interview, then don’t give one.

2.What are the risks? This is based on your level of comfort with the medium, who the interviewer is, the amount of preparation time available to you, legal liability, and how much the organization loses if the story is told without the interview.

3.Can we get our message across? Will this particular medium allow us clearly to deliver our message to the public?

4.Is this audience worth it? Often, a particular television program or newspaper may not be germane to the specific audience the organization needs to reach.

5.How will management react? An important variable in assessing whether to appear is the potential reaction of top management. In the final analysis, you have to explain your recommendation or action to them.

6.Does your legal liability outweigh the public interest? This is seldom the case, although company lawyers often disagree.

7.Is there a better way? Key question. If an uncontrolled media interview can be avoided, avoid it. However, reaching pertinent publics through the press is often, the best way to communicate in a crisis.

In the final analysis, communicating in a crisis depends on a rigorous analysis of the risks versus the benefits of going public. Communicating effectively also depends on the judgment and experience of the public relations professional. Every call is a close one, and there is no guarantee that the organization will benefit, no matter what course is chosen. One thing is clear: helping navigate the organization through the shoals of a crisis is the ultimate test of a public relations professional.

Text 2. Communications Theory

Books have been written on the subject of communications theory. Theoretical explanations of how people communicate vary as much as do the definitions of public relations itself. In its most basic sense, communication commences with a source, who sends a message through a medium to a receiver.

25