Scanning

1. Scan the text and complete the sentences.

1. Media relations involves…

2. Public relations firms and agencies can…

3. The goal of media relations is…

4. Ongoing relationship between an organization and the news media is vital because…

5. A good story should be compelling because…

6. If you are upfront with a journalist…

7. To spur media interest public relations firms and agencies should…

8. To make pitching easier you should…

9. Infusing your media plans with some innovative thinking will…

10. To adopt a journalistic approach means…

1. Give definitions of the following words and illustrate their meaning in the sentences of your own:

media kits

to pitch

fact sheets

be on deadline

buzz words

video footage пленка

to position the product

III. Find words and phrases in the text that mean:

a. honest

b. a state of fear and anxiety

c. current relationship

d. to attempt to sell

e. persevering

f. frugal

g. to know your story perfectly well

h. concisely

i. insuperable

After-reading tasks

Answer the following questions.

1. Why is it necessary to inform the public in a positive, consistent and credible manner?

2. How does a sound professional relationship with journalists contribute to mobilizing public opinion for an organization?

3. What do public relations firms and agencies do tomaximize positive coverage in the mass media?

4. Why can developing and maintaining strong healthy media relations and positive media coverage be a real challenge? Why does media relations inspire fear and trepidation in public relations professionals?

5. What essential tips can help you to build sound relationships with journalists?

6. Why is a compelling story so important?

7. How do public relations professionals manage to build trust and spur media interest?

8. How does innovative thinking help to position a product?

9. What features of a journalistic approach should you adopt to improve storytelling?

10. Why is success with media relations considered to be a sure way to show that you are at the top?

Speaking

I. Work in groups of 3 or 4. Imagine you are opening a new PR agency. Brainstorm ideas for successful media relations. Single out the most important steps to develop media relations. Choose the speaker to represent your ideas to the class.

II. Prepare a monologue on the following topic: “Developing effective relations with media outlets is vital for PR professionals”.

UNIT III

PRESS RELEASE

Part 1. Introduction