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W E L C O M E Т О T H E W O R L D O F P U B L I C R E L A T I O N S
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3) How can much information to flesh out a story be obtained?
4) What kind of facts should a public relations writer elicit?
5) What can you merely confirm when asked by a reporter for information about
an employee?
<^ 6) What shouldn’t you tell a reporter under any circumstances?
7) 'W hat is another way for a company to protect itself against employees’
invasion-of-privacy suits?
—>
8) What does using names and photos of people in advertising and promotions
require?
9) Is a person’s right of privacy violated when photos or names of individuals are
published without prior written consent for commercial purposes or purposes
of trade?
- 10) Are product news release covered under many of the same guidelines which
are applied to advertising?
11) Are individuals usually offered a cash payment in addition to a signed consent
form?
12) Do signed forms and releases cover a specified period of time?
13) Do you need a release when the photo records a public event?
4*4,№ b*j
7.
Paraphrase the italicized words:
1) In general, laws and lawsuits
strive to prevent anyone from
knowing anything
about an individual that that individual does not want to be known.
2) Much information
to flesh out
a story can be
obtained
by asking questions of
each person
involved.
8. Explain the grammatical structure of the sentences.
Use the same structure in the sentences of your own.
Make use of the active words.
1) Most people are willing
to have
favorable
things said
about themselves.
2) Once the material has been approved,
get the subject to sign
it.
Insert prepositions:
^ , -
1) People are interested... people.
2) If he or she objects... anything, take it... .
3) It lets you and the company... the book... terms... protecting the employee’s
privacy.
4) Another way... a company to protect itself... employees’ invasion... privacy
suits is to have a standard biographical form that each one fills... .
5) ... the top... this form should be a clear-cut statement.
6) ... addition... a signed consent form, individuals are usually offered a cash
payment.
7) Much information to flesh... a story can be obtained ... asking questions... each
person involved.
10. Explain the following statements:
1) Under no circumstances... should you reveal any aspect of a job performance
record.
2) It also lets you and the company off the hook in terms of protecting the
employee’s privacy.
9.
П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
11. Develop the following statements:
1) Employees, as well as outsiders, have a right of privacy that can be violated
through the careless release of personal information.
2) You must have w ritten perm ission to use an individual’s quotes and
photographs for promotional or advertising purposes.
12. Comment on the following statements. Do you agree with them? Prove your
point of view.
1) People are interested in people and most people are willing to have favorable
things said about themselves.
2) In recent years there has been a great increase in sensitivity to invasion of
privacy.
U N I T
THREE
□ ___________________________________
■
Regulations of Government agencies
Releasing false or misleading information can get you in trouble with government
regulatory agencies. State agencies are empowered by law to enforce regulations about
the distribution and content of financial and product information. They may issue
cease-and-desist orders or injunctions. Fines can be levied, and adverse publicity can
appear in the media. Also, people who feel that they have been injured or deceived can
file lawsuits and collect damages.
False information can be either misrepresenting facts or misleading someone into
believing something that is not quite true. Any information affecting the value of a
security must be made known to the owners. This is done by filing certain annual and
quarterly reports, highlights of which are often included in news releases.
In general, a company whose stock is publicly traded must immediately release the
following kinds of news:
• Dividends or their deletion
• Annual or quarterly earnings
• Preliminary but audited interim earnings
• Stock splits
• Mergers
• Changes in top management
• Major product developments
• Major expansion plans
• Change of business purposes
• Defaults
• Dispositions of major assets
• Proxy materials
• Purchases of its own stock
*
*
70
W E L C O M E T O T H E W O R L D O F P U B L I C R E L A T I O N S
In financial information, accuracy is imperative. Public relations firms have been
held responsible for releasing false and misleading information even though they were
told by their clients that the supplied facts were correct. Anyone preparing or releasing
financial news is responsible for making a reasonable effort to ascertain that the informa
tion is accurate. You don’t have to be an accountant, but you should know how to read
a balance sheet and determine if the information presented is logical and reasonable.
□ Words and word-combinations
1. regulations — инструкция, обязательные постановления, установленные
правила
2. regulatory — правовой, административно-правовой
3. to enforce regulations — проводить постановления в жизнь, следить за
выполнением
4. to issue ctfase-and-desist orders or injunctions — издавать приказы или по
становления суда о прекращении деятельности
5. to levy fines — взимать штрафы
6. adverse — лживый, противоречащий
8. to file annual and quarterly reports — представлять ежегодные и (еж еквар
тальные отчеты, доклады
9. deletion — уничтожение
10. audited — подлежащее проверке, ревизии
11. stock splits — раскол компаний
12. mergers — слияние, объединение компаний
13. default — невыполнение обязательств (денежных)
14. asset — имущество обанкротившейся фирмы
15. proxy — доверенность
16. accuracy — точность
17. balance sheet — финансовый баланс
Often a company is tempted to report only the good news and bury the bad news.
Although this sounds like a good idea to executives interested in the image of the
corporation, it is dangerous when it comes to financial news.
A company and its public relations firm may be held liable even if each individual
release or other statement is literally true when examined separately.
In other words, companies should avoid the temptation to paint a rosy picture of
financial stability if in fact there are problems that stockholders and potential investors
need to know in order to make an informed judgment. For example, a company should
not announce a new product that is still in the research stage and will not be available
to the public for another year.
In advertising and publicity the areas where deception can occur are these:
• Unsubstantiated claims — statements that you cannot prove
• Ambiguous claims — statements that are confusing
• Fraudulent testimonials — statements that were never actually made.
• Puffery and exaggeration — stretching the truth
• Deceptive pricing — concealment of true cost
П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
• Deceptive demonstrations — apparent proof that is not really proof
• Deceptive survey — for example, “independent” surveys that you have paid
Unsound surveys — surveys that are not statistically valid
• Fraudulent contests — contests that were rigged in some way
• Deceptive illustrations — pictures that convey a false impression
• Nonexistent authority — for example, “Doctors recommend...”
• Unfair or misleading comparisons — inaccurate portrayals of superiority over
other products.
In summary, a public relations firm and its writers have a responsibility to know all
pertinent regulatory guidelines. A number of court cases have determined that you, as
the writer, can be held liable for disseminating false and misleading information on
behalf of a client. Be cautious about the information and documentation supplied to
you by employers or clients.
□ Words and word-combinations
1. stockholder — акционер
2. available — доступный, имеющийся в наличии
3. deception — обман
4. unsubstantiated — неподтвержденный, нереальный
5. ambiguous — сомнительный, неясный
6. fraudulent testimonials — мошеннические свидетельства
7. puffery — дутая реклама
8. exaggeration — преувеличение
__9. deceptive —^обманчивый______
ТО . unsound -^ненадеж ный, необоснованный
11. valid —
юр.
действительный, имеющий силу
12. to convey an impression — передать впечатление
1. Give English equivalents:
налагать штраф, ежегодные и ежеквартальные отчеты, избегать искуше
ния, фактически, акционеры, бухгалтер, произойти, от имени к.-л., пре
имущество над к.-л., настоящая стоимость, преувеличение.
Reproduce them in situations from the text.
2. Give Russian equivalents:
to be empowered by law, adverse, imperative, to be injured, a balance sheet,
literally, to be in a research stage, stock, to make a judgement, authority, to be
held responsible.
Use them in situations of your own.
3. Translate in writing
the first three paragraphs of the text.
for.
E X E R C IS E S
4. Give synonyms:
to ascertain, to be cautious, fraudulent, unfair, apparent, unsound.
W E L C O M E
10
T H E W O R L D O F P U B L I C R E L A T I O N S
5. Give antonyms;
accurate, logical, reasonable, stability, ambiguous, valid.
6. Answ er the questions:
Y) 'WYxat caw Yiapperv vf ia\se ox m\s\eadmg m fetm ation \s teVeased?
2) How can any information affecting the value of a security be made known to
the owners?
3) What information must be immediately released by any company whose stock
is publicly traded?
4) Is accuracy imperative in financial information?
5) What are companies often tempted to do?
6) What should companies avoid?
7) What are the areas in advertising and publicity where deception can occur?
8) What responsibility have a public relations firm and its writers?
7.
Paraphrase the following statements:
1) False information can be either misrepresenting facts or misleading someone
into believing something that is not quite true.
2) A public relations firm and its writers have a responsibility to know all pertinent
regulatory guidelines.
3) Fraudulent contests — contests that were rigged in some way.
8. Find in the text words related to finance, and advertising and publicity with
b) default
to injure
fraudulent
9. Insert the articles where it is necessary:
1) ... number of... court cases have determined that you, as... writer, can be held
liable for disseminating... false and misleading information on ... behalf of...
client.
2) ... fines can be levied, and... adverse publicity can appear in... media.
3) Any information affecting value of... security must be made known to... owners.
4) You don’t have to be... accountant, but you should know how to read... balance
sheet and determine if... information presented is logical and reasonable.
5)
Anyone preparing or releasing... financial news is responsible for
making... reasonable effort to ascertain that... information is accurate.
10. Insert prepositions:
- 1) Releasing false or misleading information can get you... trouble... government
regulatory agencies.
2) Although this sounds like a good idea... executives interest... the image... the
corporation, it is dangerous when it comes... financial news.
3) Inaccurate portrayals... superiority... other products.
4) Be cautious... the information and documentation supplied... you... employers
a) neutral meaning
b) negative meaning
e.g.
nouns
verbs
adjectives
a) stock
to trade
preliminary
or client.