Good presentation

Four things make press relations better:

• Releases should be written in the style used by journalists, which is quite different from essay-writing, the writing of an answer to

_ an examination question or the writing of feature articles. Good ones often appear below the by-lines of journalists who are happy to accept PR stories as their own.

• The release must have a professional look and without mistakes.

• Releases should be appropriate to the journals to which they are sent. There is no point in sending the life story of a business person to newspapers which print only two-line notices of new appointments.

Releases should be sent to selected journals in sufficient time for the story to be printed. The editors will annoyed by receiving a good story too late to print. They will be critical of PR manager who was not paying attention to the deadlines.

Vocabulary

Newsworthiness — новостная значимость

to promise — обещать, давать повод надеяться

worth publishing — стоит того, чтобы быть опубликованным

improve — улучшать

give up their time — зд. терять свое время

to attend — посещать

press party — пресс-мероприятие

judge of newsworthiness — судья новостной значимости

to create an image — создавать имидж (образ,)

disappointed — разочарованный

quality — качество

harmful — вредный

forming a bad impression — формируя плохое впечатление

pity — жалость

contain self-praise — содержать самохвальство

contain — содержать

self-praise — самохвальство

to resemble — напоминать feature articles — статьи

below by-lines of journalists who are happy to accept PR stories as they own — зд. под именем и фамилией журналистов, которые готовы публиковать пиар-материалы, как свои собственные professional look — профессиональный вид mistakes — ошибки appropriate — подходящий

notices of new appointments— сообщения о новых "назначениях sufficient — необходимый to be annoyed — быть раздраженным deadline — последний срок сдачи материала, «дедлайн»