Read the text again and complete each sentence 1-8 with the correct ending a-h.

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1.	The campaign achieved its goal, creating	a.	be perceived as a PR survey.
2.	The objective of the campaign was to raise awareness of	b.	MS& L ran through a variety of scenarios
3.	MS& L researched the key issues	c.	and demonstrate differentiation for M> B amongst its target audience of independent business owners.
4.	The campaign was not and could not	d.	positioning BIG as the leading and most credible economic research covering micro businesses.
5.	To deliver the campaign,	e.	influential journalists with existing or potential interest in small business issues
6.	To maximise the potential news value	f.	there were two main challenges
7.	For the initial launch, the focus was to create awareness of BIG amongst	g.	branded coverage for M> B over a sustained.
8.	the objective focused on	h.	that impact upon micro businesses

Language development

I. Complete this table with words related to words from the text.

	Noun	Verb	Adjective
1.	………………… …………………	-	notorious
2.	………………… ………………… ………………… ………………….	……………….. ………………..	substantial
3.	………………… ………………… …………………	to launch	-
4.	objective ………………. ………………. ……………….. ………………..	-	-
5.	……………….. ……………….. ………………..	to replicate	………………… …………………
6.	…………………	-	unambiguous ……………..
7.	…………………	to conceive	……………..
8.	collaboration …………………. ………………….	………………..	……………..

II. Home assignment: look up in the dictionary all possible word expressions with the words above.

III. Use these word expressions to make up your own sentences on subjects of your choice.

1. to get a journalist excited;

2. to receive positive comment from the media;

3. to generate substantial, strongly branded media coverage;

4. to develop a media strategy;

5. to raise awareness amongst its target audience;

6. to deliver substantial value to the client;

7. to surpass smb’s expectations;

8. to contribute to public policy development in the longer term;

9. to form the basis of a strong news story;

10. to provide the foundation for strong coverage;

11. to deliver substantial value to the client;

12. effective communication and collaboration.

IV. Give English equivalents for the following:

Создать яркое освещение в СМИ; СМИ были переполнены информацией о самых больших бизнес неудачах; в течение продолжительного периода; компания достигла своей цели; обратить внимание общественности на экономическую угрозу; формировать основу экономики Великобритании; разработать медиа стратегию, которая позволила бы создать яркую освещенность в национальных, региональных и торговых СМИ; целевая аудитория; обеспечить возврат инвестиций; коммуникативная стратегия; исследовать основные моменты, оказывающие влияния на малый бизнес; компания должна была быть надежной и представлять истинное понимание вещей; формировать основу для хорошего газетного материала; просмотреть различные сценарии; создать осведомленность среди влиятельных журналистов.

Split into pairs and create your own story using these English equivalents.

VI. Give definitions to the following words and phrases:

Backbone Credible Press release One-stop information source Unambiguous

Major half page stories Brand Small business Prerequisite

VII. Discuss the following questions with your group.

1. Why is fighting for “share of voice” on the subject of small business notoriously difficult?

2. What should a company do to launch a platform that, from its first release, will generate substantial, strongly branded media coverage?

3. What was the objective of the campaign and were the goals achieved?

4. What were two main challenges to deliver the campaign? What was done to maximise the potential news value?

5. Did the campaign provide a high return on investment?

VIII. Speaking:

1. Create your own imaginative case study, set the goals, meet the needs of the target audience, choose PR campaign tactics and finally do the estimation of results. Use all possible topical vocabulary you’ve learnt in this topic. Present your story to the group;

2. Discuss with your partner any case study you know. What are the advantages and disadvantages of the PR practitioners’ work in this campaign from your point of view.

UNIT II

SUCCESSFUL MEDIA RELATIONS

Pre-reading tasks

Work in groups and discuss the following questions:

1. What is media relations? Why is the media considered to be the lifeblood of effective public relations?

2. Do you agree with PR specialists who say that “personal media contacts” are the key to successful PR?

Reading

Read the text and trace the development of press releases.

What is Media relations?

Media relations involves working with various media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. Public relations firms and agencies can: advice clients on media relations, giving advice on how to build good working relationships; provide media training, teaching people how to work effectively with media; design media kits to give journalists background information; organize press conferences or media briefings to answer questions from journalists; write fact sheets with information about a specific topic; prepare news releases or press releases. It allows access to both large and small target audiences and helps build public support and mobilizing public opinion for an organization. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media. Dealing with the media presents unique challenges in that the news media cannot be controlled — they have ultimate control over whether stories pitched to them are of interest to their audiences. Because of this, ongoing relationship between an organization and the news media is vital. However, nothing inspires more fear and trepidation in public relations professionals than media relations.

Tips to help you build sound relationships with journalists:

1. Have a Good Story Ready to Go. Whether writing a book or a news article, a good story must have certain elements such as a theme, a hero, and a beginning, middle and end, to make it compelling. Journalists recognize a strong story within seconds, so learn how to tell yours quickly and succinctly. That's good storytelling. If you're going to set up set interviews with the press, make sure you have a fully developed story that the reporter will be interested in hearing. Don't expect a reporter to have a list of questions. Instead, make sure you tell them a story so unique and colourful that the reporter can't help but want to ask more questions.

2. Know Your Audience. You wouldn't call potential clients without knowing something about their business, so don't call the media blindly. Before you pitch any media outlet, study it.

3. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. As with any relationship, building trust is critical. If you are upfront about what you can and can't do, reporters will appreciate it and remember.

4. Create the Unexpected. Look for out-of-the ordinary partnerships for spurring media interest. For instance, at Vorhaus, we wanted to position one of our clients, Buick, as a contemporary car company for younger consumers. To do that, we decided that we needed to generate publicity for Buick beyond traditional automotive press. We leveraged Buick's relationship with American fashion designer, Joseph Abboud, to create a joint fashion show/car unveiling. Attending media was far from ordinary: GQ, Men's Health, Vanity Fair and more.

5. Pitching is Fun. When you land your first big story, you suddenly get pitching fever. Here are some quick tips to make those calls easier: a. Use this effective introduction: " We haven't spoken before." Forget the days of pretending to be a reporter's best friend. Journalists don't fall for it and they actually miss the first valuable minutes of your pitch trying to figure out who you are. Be upfront.
b. Hone your pitch to a 15 second elevator speech. c. Always ask if a reporter is on deadline. If so, find out a good time to call back, and do. d. Know your story inside and out. This allows you to revise your pitch as you hear objections instead of folding instantly. Know enough to pitch other clients too. e. Try different approaches. All journalists have personal preferences about how they like to be contacted so try a variety of techniques. Often a brief, compelling paragraph sent via e-mail is an effective yet unobtrusive introduction. f. Follow-up. Many potential leads are lost simply because PR people don't follow through on them. If a reporter tells you to call back another time, make sure you do. g. Persistence. There is a fine line between being persistent and annoying, but if you truly know your story and your audience, there is no shame in steadfastlymaking contact attempts until you get the reporter on the phone. (Just don't keep leaving messages.)

6. Be Creative. While it's easy to recycle the same old press releases and fact sheets, infusing your media plans with some innovative thinking will produce stronger, more effective results. For instance, when introducing Peanut Butter & Jelly Cups from Russell Stover Candies, we positioned the product as part of the growing retro trend and tied into adult nostalgia for childhood. We sent out " Wouldn't You Like to Be a Kid Again? " personalized purple lunch boxes filled with jacks, jump ropes and product to media nationwide along with compelling video footage. We reached more than 15 million consumers with the message that our new candy is fun for all ages. Media as diverse as The Rosie O'Donnell Show, Today, Seventeen and Time all covered the product.

7. Good Writing Counts. Adopt a journalistic approach. Look carefully at how reputable publications such as The New York Times or The Wall Street Journal write a story: the lead and quotes they use. Study different types of stories -- features, executive changes, news articles. For the most part, you'll see the inverted pyramid style where the most important information is in the lead and the rest of the story flows from there. Despite recent e-word mania, it's time to eliminate jargon and buzz words. Say what you want, but say it simply and plainly.

8. Have a Strategy. Don't use the same media strategy for every story. Think about whom you want to reach and how to create excitement.

The power of the media is unquestionable - the dramatic effect it can have on public opinion and decision making is quite unique. Knowing how to use the media effectively is an essential skill for the public relations practitioner. Success with media relations is a sure way to show that you are at the top.

Scanning

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…

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

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