Scanning

Scan the text and complete the sentences.

1. The first press release was created…

2. The press release has evolved thanks to…

3. Online newswire services began to appear…

4. During the past few years, there was a shift towards …

5. Social Media Releases served as…

6. The Smart News Release debuted in 1997 offered…

7. The first multimedia release introduced…

8. New breeds of wire services include…

9. Blogs represent…

10. Blogs are also an ideal home for…

Language development

1. Give English equivalents for the following:

Традиционные знании в области PR, крушение поезда, убеждать, происходить, бесценный компонент, достойный освещения в печати, время жизни/ продолжительность жизни, распространение интернета, распространять пресс релизы, быть свидетелем, привлекательный, концентратор, инструментальная панель, заставки, предоставлять услуги, отдел новостей, размещать информацию, позволять, совершенный, основательный, заслуживающий внимания.

1. Define the following notions.

the Social Web

newswire services

Smart News Release

PRNewswire’s MultiVu multimedia release (MMR)

PitchEngine

PressLift

PRX Builder

YouTube, Flickr, DocStoc

an online dashboard

a wiki-based mashup platform

content management systems

a newsroom

the Web’s migration from 1.0 to 2.0

blogs

After-reading tasks

I. Answer the following questions.

1. What event entailed the appearance of the first press release?

2. How did Ivy Lee come to the idea to create a press release?

3. What stipulated the evolution of press releases?

4. Why did the social media releases decrease reliance on fax machines for disseminating news releases?

5. What serves as a hub for connecting disparatemedia elements?

6. What release offered a branded, stylish online dashboard for businesses to tell the story through text and corresponding media?

7. What information was presented to the audience in the first multimedia release?

8. Who developed PRX, the first automated system for building and distributing Social Media Releases?

9. When did PitchEngine launch a service to create, host, and publish branded Social Media Releases and Social Media Newsrooms without the help of developers or Web marketers?

10. What service provided the tools necessary to socialize static releases and newsrooms without changing the hierarchal process of Web site and content management systems?

11. Why are blogs considered to be an ideal home for sharing news?

1. Trace the history of press releases by constructing either a timeline or a flow chart.