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Контрольная работа № 2 Task 1. Read and translate the text: How to achieve Good Press Relations Among principles how to achieve good press relations
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Контрольная работа № 2
Task 1. Read and translate the text:
How to achieve Good Press Relations
Among principles how to achieve good press relations are:
• By helping the media PR practitioner will be able to cooperate with the media. He or she will create a two-way relationship.
• By establishing a reputation for reliability. Accurate material should be supplied where and when it is wanted. Journalists will then know the best sources of accurate information and two-way relationship will be cemented.
• By supplying good copy. For instance, supplying good properly captioned interesting pictures. News releases should need little rewriting.
• By cooperation in providing material. For example, arranging press interviews with management when requested.
• By providing information. For example, allowing journalists to see things for themselves.
• By establishing personal relationships with the media. These should be based on frankness and mutual professional respect.
Conflicting responsibilities and different loyalties.
The last point deserves a little discussion. It has to be acknowledged that the PR specialist and the journalist have different and sometimes contradictory jobs. The PR practitioner’s first responsibility is to the client or employer, if this does not contradict professional ethics, the law and the public interest. The PR practitioner’s job is to carry out the agreed PR programs, the aim being to gain maximum knowledge and understanding of the client’s or employer’s organization, products or services. The journalist’s first responsibility is to the publisher, whose policy he or she must follow. It can be that what readers want to read and listeners want to hear and viewers want to watch is not what the PR practitioners want to publish or broadcast. Disasters are often more exciting than successes and most audiences want to watch entertainment stories rather than serious news.
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