Английский для PR-специалистов. Ксения Симонова

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СКАЧАТЬ buying is best done for the market in the market. Several major business centers have representatives from most national markets whose ability to negotiate is high. However sophisticated your media buying plan and advertising agency, a media buying service may provide much-needed services.

WHAT THE AUDITS TELL

      The OJD in France sums up its purpose as follows: «To control printed and distributed circulation, paid or non-paid, of the (French) daily and periodical press. A very detailed breakout of the distribution (circulation) gives the advertiser and the agency the indispensable quantitative base necessary to gain an accurate understanding of the medium, and the publisher the justification for his advertising rates to the degree that they are based on the circulation».

      All of the audit services reviewed in Europe supply this «quantitative» data. What varies is the degree of detail supplied and the media categories which are audited. Many of the European audits include geographic.

By Rosemarie(Director of International Media, FOB International)

      UNIT II

NEWSPAPER REPORTING

      I. Read and learn new words:

      rewrite man – литературный редактор

      getting the right news – сбор новостей

      make-up editor – редактор

      human interest stories – статья для всех

      to conduct an interview – брать интервью

      stories on crime – сообщения о совершенных преступлениях

      perform – представлять что-либо перед публикой, аудиторией

      a great deal – много, огромное количество

      selection of the best items – отбор наиболее актуальных материалов

      response – ответ, отклик

      personality sketches – статьи-зарисовки

      anew – заново; по-новому, по-иному

      item – газетная заметка; новость, сообщение

      readership – читатели; круг читателей, читательская масса

      II. Read the text and form the main idea of the text:

NEWSPAPER REPORTING

      The newspaper printing is a rather unusual activity since each day the newspaper material is prepared anew. Newspaper includes editorial board work the following functions: getting the right news, writing it in the form of an article, selection of the best items for the print, and displaying the selected copy in the paper.

      All these tasks are performed by journalists, editors and rewrite men, photographers and make-up editors responsible for the issue of the paper.

      Thus, the newspaper reporting starts with collecting information for the paper. However, journalism does not stop here. Newspapers and magazines publish a great deal of stories, not only news items or political stories, for example, stories of humorous or some other type. Such essay-type nicies may be called human interest stories. Besides, newspapers carry many items on sports, personalities of today as well as stories on science?

      art and technology. Rather popular are also the reports about the flights of astronauts and space research matters in general.

      Human interest stories are often written in the form of an interview, or as some journalists say, a «profile» is given. It is no secret that different newspaper publications differently influence the reader, this depending on the level of the skill of the journalist himself or the type of the topic being covered.

      One can often hear some reporters who have just started their career in journalism asking this question: how to conduct an interview? There are hardly any rules to that effect because each interviewee is different. In most instances, the journalist's problem is how to get the interviewee to start talking. The opening questions, therefore, are of special importance. The reporter should not ask questions that call for only yes-or-no response. Another problem is how to keep on talking. Some interviewers take copious notes, others trust their memory and take notes only about the exact names, places, figures, and the like.

      The above-mentioned profile-type stories may be characterized as «personality sketches» reading which one learns much about interesting aspects of somebody's life. Other everyday topics covered by newspapers are stories on crime, medicine and law. Those organs of press which focus on entertainment, crime and just gossip are justly called «commercial». These papers are published primarily for profit. Usually they have a considerable readership.

EXERCISES COMPREHENSION

      I. Answer these questions:

      1. Why is the newspaper printing an unusual activity?

      2. What does the newspaper reporting start with?

      3. What do newspapers and magazines publish?

      4. What articles may be called human interest stories?

      5. What reports are rather popular?

      6. In what form are human interest stories often written?

      7. What are the journalist's problems?

      8. What other everyday topics do newspapers cover?

      II. Note the pronunciation of the following words:

      Newspaper, popular, readership, detail, therefore, activity, journalist, interviewee, broadcasts, coverage, portability.

      III. Give the meaning of the following word combinations, suggest how they can be translated into Russian:

      The above-mentioned; each interviewee is different; everyday topics covered by newspapers; editorial board; yes-or-no response; in most instances; organs of press; the opening questions.

      IV. Suggest the English for:

      Газетопечатание, статья для всех, современник, воздействовать на читателя, предложить рецепт на этот счет, умение поддержать разговор, цифровые данные, как правило, однозначный ответ, сплетни, в целях наживы, коммерческие газеты, каждодневные темы газет.

      V. Find СКАЧАТЬ