UNIT 7

Public Relations A Short Introduction

READING

History
Precursors to public relations are found in publicists who specialized in promoting circuses,
theatrical performances and other public spectacles. In the United States, where public relations has
its origins, many early PR practices were developed in support of the expansive power of the
railroads. In fact, many scholars believe that the first appearance of the term "public relations"
appeared in the 1897 Year Book of Railway Literature.

Later, PR practitioners were recruited from the ranks of journalism. Some journalists, concerned
with ethics, criticized former colleagues for using their inside understanding of news media to help
clients receive favourable media coverage. PR historians say the first PR firm, the Publicity Bureau,
was established in 1900 by former newspapermen, with Harvard University as its first client.

The formal practice of what today is called public relations is less than 100 years old. Yet during its
relatively brief history, public relations have been defined in many widely differing ways. Not
surprisingly, the earliest definitions emphasized the roles of press agency and publicity since these
were major elements from which modern public relations grew.

Definition
Public Relations (PR) may be defined as any activity or event that promotes a favourable
relationship between a company, a governmental or non-governmental body, and its customers; PR
are activities used to influence the press to print stories that promote a favourable image of a
company and its products or services. It means communication with various sectors of the public to
influence their attitudes and opinions in the interest of promoting a person, product, or idea. It is a
deliberate, planned and sustained effort to institute and maintain mutual understanding between an
organisation and its publics.

Methods, tools and tactics

Public relations include ongoing activities to ensure that a company, agency, NGO, has a strong
public image. Public relations activities include helping the public to understand the mission of the
organisation and its products. Often, public relations are conducted through the media: newspapers,
television, magazines, etc.

Audience targeting
A fundamental technique used in public relations is to identify the target audience, and to tailor
every message to appeal to that audience. An "audience" can be a general, nationwide or worldwide
audience, but it is more often a segment of a population. Marketers often refer to economy-driven
"demographics," such as "white males 18-49," but in public relations an audience is more fluid,
being whoever someone wants to reach.

Press conferences
Press conferences usually take place in a public or quasi-public place. Press conferences provide an
opportunity for speakers to control information and who gets it; depending on the circumstances,

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speakers may hand-pick the journalists they invite to the conference instead of making themselves
available to any journalist who wishes to attend the event.

Press releases
A news release, press release or press statement is a written or recorded communication event
directed to members of the news media for the purpose of announcing something claimed as having
news value. Typically, it is mailed, faxed, or e-mailed to assignment editors at newspapers,
magazines, radio stations, television stations, and/or television networks. Commercial newswire
services are also used to distribute news releases. Sometimes news releases are sent for the purpose
of announcing news conferences.

Lobby groups
Lobby groups are established to influence government policy, corporate policy, or public opinion.
These groups purport to represent a particular interest. When a lobby group hides its true purpose
and support base it is known as a front group.

Publicity stunt
A publicity stunt is a planned event designed to attract the public's attention to the promoters or
their causes. Publicity stunts can be professionally organised or set up by amateurs. One way of
perhaps drawing a distinction might be to label as stunts, events specifically designed to attract
publicity. Events designed to attain an objective and which incidentally attract publicity can be
exempted from the term.

Public relations professionals use different methods to analyze the results of their work such as:
focus groups, surveys, and one-to-one interviews. The same methods are used in defining what
channel of communication will be used in the process, or what strategy, and what instruments will
be used in releasing the message, such as: press releases, brochures, Web sites, media packs, video
news releases, news conferences and in-house publications.

The Public Relations process

Scott Cutlip, Allen Center and Glen Broom describe the public relations process as a four-step
process (1994).
1. The first step is "Defining Public Relations Problems," usually in terms of a "situational
analysis," or what public relations professionals call a SWOT analysis (strengths,
weaknesses, opportunities, threats). According to Cutlip, Center and Broom, this should
answer the question, "What's happening now?"
2. The next step in the public relations process is "Planning and Programming," where the
main focus is "strategy," Cutlip, Center and Broom argue that this step should answer the
question "What should we do and say, and why?"
3. The third step in the public relations process is "Taking action and Communicating," also
known as "Implementation;" this step should answer the question "How and when do we do
and say it?"
4. The final step in Cutlip, Center and Broom's Four-Step Public Relations Process is
"Evaluating The Program," making a final "assessment," which should answer the
question "How did we do," this is where public relations professionals make a final
analysis of the success of their campaign or communication.

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GRAMMAR
Modal Verbs

In English the so-called modal verbs or modals express the intentions or attitudes of the speaker
(permission or prohibition, possibility, ability, necessity, obligation, offering, requesting or
suggesting something etc). Modals always occur with other verbs, and can be thought of as a special
kind of auxiliary verb:
I might book a Mediterranean-cruise for July.
Visitors to the island can learn about the Indian occupation of 1969 1971.
The English modal verbs are: may/might, can/could, must, ought to, will/would, shall/should.

General characteristics of the modal verbs:

The verb following the modal has the short infinitive form (the base form of the verb):
She may visit Easter Islands next month.
Sometimes they are followed by the base form of the auxiliaries be or have, followed by a
participle:
He might be planning a trip to America.
You should have brought a souvenir from Peru.
In passive structures, a modal is followed by be or have been and a past participle:
She must be our guide for the trip.
The trip might have been cancelled.
Modals do not take s in the third person singular present and never get ing or ed forms.
Note: the modal form could is sometimes thought of as the past tense of can when it refers to
the ability to do something:
Louise can name all the countries of Africa.
Louise could name all the countries of Africa when she was five.
and also in reported speech.
The modal form would is also thought of as the past tense of will:
The guide can point out the route. = He said that the guide could point out the route.
You will visit the ancient city of Machu Pichu. = I told her that she would visit the
ancient city of Machu Pichu.
They form the negative by adding not (may not, might not), except in the case of ought to,
where the negative is ought not to.
The negative of can is written in one word: cannot.
Most often negatives are abbreviated: cant, shant, won t, mustnt.
Visitors to the island cannot only explore the remnants of the prison, but can also learn
about the Indian occupation of 1969 1971.
They form the interrogative by inversion:
Would you prefer beautiful sunny days in St. George, Utah?
Modal verbs do not have all tense forms. Substitutes are used for the missing tenses:
be able to (for can)
be allowed to, be permitted to (for may)
have to (for must)
want to (for will) etc.

When will and would are used after a pronoun, they are often shortened to the contracted forms ll.
and d and joined to the pronoun:
Ill ask someone of the hotel staff to help you.

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 He said that hed live in a five- star hotel.

The most important uses of the modal verbs:

May/Might
These two modal verbs mainly express possibility and permission.
1. Possibility
They express possibility in the present or future:
The group may/might arrive later than expected.
May is not generally used to express possibility in questions; might is sometimes used in this way,
but it sounds rather formal. Most often phrases like do you think + present/future tense or is it
likely + infinitive are used:
Do you think they will understand our English in India?
Are we likely to arrive at the site before the other tourists do?
May/might + have + past participle can be used to talk about a possible event in the past,
The guide might have told us to wait in the bus.
and can sometimes be used to talk about a possible event occurring before a time in the future:
The monument might have been closed by the time we get there.
May/might + be + - ing can be used to talk about a possible event at the present moment:
Im not sure if Helens at home. She might be taking her long awaited vacation.
and can sometimes be used to talk about a possible event in the future:
I might be travelling to Brazil next Easter.
May/might + have + been + - ing can be used to talk about possible events in the past that
happened over a period of time:
Jack cant find his glasses. I think he might have been wearing them at the bull-fight
yesterday.
2. Permission
1. May/might express permission in the present and future:
They may take pictures inside the monument.
2. May/might are used to express permission for the past tense, the verb allow to or permit to
is used:
I was allowed to take pictures inside the monument yesterday.
May is also used in formal requests: May I smoke here?
In colloquial speech (mostly in American, but also in British English), can is more popular than
may in expressing permission.
3. May is also used to express a wish: May you be happy!, May the best man win!
4. There are some set expressions:
Might as well: expresses intention
I might as well return without a souvenir.
or a recommendation
You might as well travel by train.
Might just as well: expresses an alternative (not a very desirable one)
I might as well jump off a bridge.

Can/Could
1. Ability
The modal verbs can and could are used to indicate that someone has the ability to do something.
Can is used for the present, and could is used for the past.
The guide can read ancient Greek.
The guide could speak four languages when the travel agency hired him.

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In the present can and be able can be used; however, can is the preferred form. For other tense
forms be able is used:
Since the accident she hasnt been ale to talk. (Present perfect)
Hell be able to lead a hotel after he finishes his studies. (Future)
2. Permission
Can/could are sometimes used to talk generally about permission (can for the present, could for the
past):
You cant park in front of the station in this city.
A while ago you could park in front of the station.
Can and could may also be used in asking or giving permission, when it replaces may:
You can use the hotel towels.
Could we take the earliest bus?
3. Possibility
You can/could go by car, if you prefer.
Note: can expresses a more definite possibility than could:
If you dont want to go on foot, I can rent a car. vs. If you don t want to go on foot, I could
rent a car.
Could is often used to express that something is or was possibly true:
He could be travelling to Japan tomorrow.
She could have missed the last train.
Can is sometimes used to say that something is generally possible:
Leaving your passport at home when you travel can be a very unpleasant thing.
Paris can be very hot in the summer.
In this sense, can often has the meaning sometimes, e.g.:
Owning a hotel can be profitable. (= Owning a hotel is sometimes profitable.)
4. Cant may express deduction: He cant be going to Russia this time of the year.

Must
1. Necessity
Must is often used to say that it is necessary that something happens or is done:
Your passport must be valid when you travel.
You have to book the plane tickets in advance.
2. Must is used in stating formal rules and regulations:
The balance must be paid 28 days before departure.
Visitors must remove all footwear before entering.
Must has only this form, for the other tenses have (got) to is used:
We will have to pack our skis if we go to a skiing resort.
and have (got) to is used to describe necessity resulting from a situation and which is not usually the
speakers decision:
We have to pay the balance a month before we leave.
Youve got to take off your shoes before you can go in.
Note: have got to is less formal than have to and is more common in spoken English.
Must is often used to talk about things, which we think will be necessary or enjoyable in the future:
I must really visit Egypt sometime!
Have (got) to is more common than must when asking questions about whether something will be
necessary. Must in questions sounds rather formal and old- fashioned:
Do we have to go on foot to the monument? not usually
Must we go on foot to the monument?
Dont have to and havent got to can be used to say that something is not necessary:
She doesnt have to/hasnt got to carry her bags to her room.

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 The hotel has specialized staff for this.
Mustnt has a different meaning, it is used to say that someone should definitely not do something.
You mustnt wear a mini skirt when you enter the church. (= It is necessary that you do not
wear a mini skirt when you enter the church.)
3. Drawing conclusions
Must can be used to draw conclusions about past, present and future events.
Must + have + past participle: to draw a conclusion about a past event:
I heard that your daughter moved to the USA. It must have been very hard letting her go.
Must + be + - ing: to draw a conclusion about something happening at the time of speaking:
She hasnt picked up the phone. She must be at the airport waiting for her guests.
Must + be: to draw a conclusion about a present situation
You didnt get any sleep during the flight? You must be exhausted.
Must + be going to or must + be + - ing: to draw a conclusion about something that is likely to
happen in the future
Theyve packed their skis and snowboards. They must be leaving for the mountains soon.

Ought to
1. It expresses the subjects moral obligation or duty: You ought to visit your friends in Turkey.
2. It may express logical deduction:
If they started off in the morning, they ought to be at the cabin by now.
3. Ought to can be used in questions, but sounds rather formal and old-fashioned:
Who ought I to ask?
Ought I to bring sandwiches?

Will/Would
1. They are often used to make requests:
Will you give me a lift?,
Would you show me to my room? (would is less direct and sounds more polite)
2. They may also show someones intention, determination or willingness to do something:
I will ask the guide to translate the script.
Wouldnt can express someones unwillingness to do something in the past:
He wouldnt help her climb the hill yesterday.
3. Will and would can be sometimes used to describe habits or characteristic behaviour. Will is
used for habits or behaviour in the present, and would is used for habits or behaviour in the past
Every day shell have a drink on the hotels terrace.
Hed always check his luggage twice before departing.
4. Will can express a supposition:
Louise will be in China by now.
5. Whereas will is often used to make predictions about a real event in the future:
Were going to have a few days holiday in Scotland. Oh, thatll be nice.
would is mostly used to make a prediction about an unreal event, i.e. an event which may or
may not happen:
Were thinking of having a few days holiday in Scotland. Oh, that would be nice.
As a consequence, would often occurs in sentences with if:
What would you do if you lost your passport?
Would also often occurs with verbs such as like, love, etc, to talk about what someone wants to
do:
I would like to own a five-star hotel.
Wed love to visit the island of Crete sometime.

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 Would have + past participle is used to talk about an unreal situation in the past, i.e. a situation
that might have happened, but didnt:
Pete would have left to Africa if he hadnt been unwell.
It similarly occurs with verbs such as like, love etc to show what someone wanted to do, but
didnt:
We went to Wales, but Jack would have preferred to go to Scotland.

Shall/Should
1. Shall may express a threat or command: You shall not go over the border without a valid
passport!
It can also express a promise
We shall go to Greece after you have finished your exams.) or an intention (We shall book
the tickets in the afternoon.).
It is also used in requests for orders and advice:
Shall I tell him what happened to us during the trip?
Where shall I put this souvenir?
2. Should indicates a recommendation:
You should rent a four- wheel- drive vehicle and explore the island.
often pointing out what is the correct/right thing to do:
You should not throw away your travel brochures before reading them carefully.
3. It may also indicate deduction:
He should be on the top of the mountain by now.
4. Should/ought to + have + past participle is often used to talk about something that didnt
happen and the speaker feels sorry that it didnt happen:
We should/ought to have taken the second bus, it left only after the concert.
or something that is expected to happen in the future:
The builders should/ought to have finished the work on the new hotel by the end of spring.
Shouldnt/oughtnt to + have + past participle is often used to talk about something that
happened but which the speaker regrets:
He shouldnt/oughtnt to have rented this car, its always breaking down.

Exercises

1. Fill in the correct modal verb in the following texts:

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1. Packing for comfort
When you are choosing the clothes that will go in your suitcase, simply pack for your cruise as you
for any holiday in a good, but informal hotel.
On board of the Island Escape you dress up or go casual as you please, the choice is entirely
yours. Jeans and a T- shirt, casual jumper or sundress be out of place onboard, but if you
like to get dressed up for a special night or two, be our guest. The Oasis Restaurant is the
perfect venue for that special occasion and you impress your fellow islanders at our fun
and informal deck parties.
You bring a warm sweater or jacket for evenings on deck, especially in the spring/autumn
months. During the daytime a sarong or oversized T- shirt over your trunks or swimwear
would be ideal for coming in off deck. Soft shoes or flip- flops also be useful, as the
decks be slippery!
For your shore experiences you make sure to pack comfortable shoes for walking, clothes that
cover shoulders and knees for tours to places of worship and your favourite hiking, biking or
golfing equipment if you are planning to join any specialized tours.
You have your travel documents and some cash, travellers cheques or credit card.
Its a useful tip that soft- top suitcases are more easily stored under cabin beds than the rigid frame
variety and help you maximize cabin space for your comfort.

2. While the Polynesians and later visitors have had some effect on the island, particularly bird
populations, the vegetation of the island interior is almost entirely undisturbed. It remain that
way. While it is obvious that many people like to visit this exotic and wonderful island, it
easily be inadvertently damaged by visitors, the major threat being the introduction of non-
native plants and animals. It also be pointed out that visitors to Henderson have
permission of the Pitcairn Island Council.

3. On Safari
The local people are very warm and friendly. You start your day with an early morning game
drive before breakfast and relax during the heat of the day when the wildlife is at rest. You
take an afternoon game drive after lunch when the wildlife is out again. You also enjoy our
cultural tours, full day game drives, nature walks and more. The roads be dusty and bumpy.
Flying to game parks is also possible, but the cost increases. you have any questions, do not
hesitate to contact us for further information.

1. The exciting Kona Seaside is a 220- room garden hotel on five acres of lush lawns, with all
types of native plants and shrubs and two large swimming pools. From the hotels sun deck the
pier is 100 yards away, where many water activities start. You charter a deep- sea fishing
boat or embark on a sunset dinner cruise. You also want to try out submarine diving and
parasailing. From the hotel you stroll in the unique Kailua- Kona village night or day and
visit 100 small shops of interest to everyone. You meet the merchants of the world
offering their native goods or you eat at one of the many restaurants. You want to
visit the historic Hulihee Palace filled with relics of the bygone era and the Hawaiian Christian
Village stone church, which is well over a century old. You also visit the Hapuna white
sand beach which is rated in the top five in the world. The more ambitious traveller take a
2- hour drive and go to Hilo across the island to see steaming lava vents at the worlds most
active volcano, where madam Pele (goddess of volcanoes and fire) resides. At our hotel you
find all the information youll need to enjoy your stay here.

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SPEAKING

Media Interviews

Preparing for an interview. Types of interviews. Characteristics of good interviews.

Useful language tips. Guidelines for speaking to the press. Guidelines for talking on the
radio. Guidelines for speaking for the television. Sample interview. Exercises.

Preparing for the interview

Most people get excited when they are asked to sit in the hot seat of the interviewee. However,
much of the excitement can be eliminated if the interviewed person undergoes a thorough
preparation. First, he must be fully aware of the reason(s) for engaging in the interview, and the
goals. Then, he must carefully consider his primary audience, which is not the interviewer, but the
audience at large with its expectations and limits.

Interviews are very much preferred by the media for several reasons:
they are a cheap form of programming,
they give the audience the feeling that they may share in various current affairs,
they link people and ideas,
they support social understanding, and
they provide great excitement.

Media people know what materials are fit for interviews and which are not. Basically, the criteria
used to measure the suitability of a material are:
potential impact that a certain event may have on the audience,
number of viewers affected by the event,
possibility of adequately receiving the message and interpreting it,
degree of excitement produced,
number and importance of unexpected elements,
familiarity of the audience with the topic discussed etc.

Types of interviews

There are several types of interviews ranging from the press conference to the interaction between
a cohort of reporters and an interviewee. The model interview, however, is viewed as a combination
between a conversation and a legal cross-examination. It is supposed to establish a relationship
between the interviewer and the interviewee, to have a theme or a story, to form a coherent unity
and represent a lot more than a sum of questions and answers. It is both a planned and an unplanned
event.

Regardless of the media used, media reporters distinguish between interviews for news or current
affairs and features purposes. The news interview is brief focused only on what is newsworthy, and
answering the wh-questions (why, how, where, and when an event occurred). These will not exceed
more than fifty words or thirty seconds. Reversibly, a current affairs interview on the radio or
television can be slightly longer, extend over a two or three minute segment, comprise two or three
questions and amount to approximately 300 words. Since the pressure that works on the media

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people is the need to condense and compress the material, they will be prepared to select and reduce
the material to the required length.

Characteristics of good interviews

To estimate the effect of an interview upon the audience and thereby the success of an interview
one has to consider the following qualities: clarity, relevance, accuracy, importance, role,
entertaining character, provocative aspects, degree of unfamiliarity. These qualities are
generally generated by carefully chosen situations that rely on:
--the conflict or the opposition created between the interviewees opinion and the standard opinion
shared by a group
--an unexpected disclosure of facts and ideas, which the interviewee is not disposed to unveil,
elicited by questions like; Is it true that your company is seeking a new partner?
--a revelation of personal feelings which otherwise were not included in the material
--a provocative statement from the interviewer
--a provocative quotation, or a memorable phrase, intended to inflame the interviewee

Useful language tips

Apart from the commonly used words, a number of other, more problematic words may crop up,
something like: confront, demand, contradict, challenge and oppose. These relatively
strong verbs must be carefully countered by polite alternatives, for example Id prefer to put it
another way which reduces the existing tension. In the case of something like confront use
argue from strongly held views, or instead of demand state a strongly held view, contradict
should be replaced with take a different view.

Guidelines for speaking to the press

The press reaches a larger audience. Nevertheless, the only problem is that once the interview has
been issued, you have less control over the message than with the television or radio. This problem
has been overcome since many reporters use tape recorders in order to guard against misquotations
and misinterpretations. So for example, this is what a town planner said to the media men during an
interview:

Its going to reduce heavy traffic in the centre of the town remarkably. Local shopkeepers have been
complaining for years that its damaging their trade, and of course local residents are delighted at the
prospect of peace and quiet at last. It will involve demolishing about 25 houses along the route, and
naturally those residents are angry. But in comparison with the benefits for the town, their
inconvenience is a minor consideration.

(Adapted after Michael Stevens, 1990, Improving your presentation skills, Kogan Page Ltd)

And this is what the reporter has understood:

E. Haples, town planner for Wellford, doesnt foresee any problems in getting the go-ahead for the
major new relief road. He said the fact that about 25 families would lose their homes is a minor
consideration.

Any interviewee approached by reporters should, however, try to build a strong and healthy
relationship with the press relying on the following recommendations:
--dont rely too much on their friendship and dont take them into your confidence

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--state your position clearly, and convey your message in the clearest possible way so as to avoid
ambiguity and misinterpretations
-- be straightforward to the point and dont use more words than it is necessary
--dont let them put words into your mouth
--Dont say No comment because this clich would stimulate the imagination of reporters and
make them use the items of information in their own benefit.

Guidlines for talking on the radio

Radio is the next medium with a great impact on a large audience. Although it has many
advantages, there are a few drawbacks which require considerable attention. Thus, the most obvious
problem is that the interviewee is deprived of the use of non-verbal means of communication. He
cannot use gestures or facial expression to transmit his message.

Another problem is generating or maintaining the listeners interest and preventing him from
being distracted by other influences. If your voice sounds bored and nervous, you will probably not
convince the listener that what you say is of utmost interest to him. Therefore, try to adopt a vivid
voice, crisp and clear which reflects your genuine enthusiasm, and you will win your listeners
attention and confidence.
However, there are a few tips that can help you in your endeavour:
--keep the pace fast
--concentrate on the points you intend to cover and keep them as brief as possible
--avoid ums and ahs as they will only irritate the listener and make you sound less firm and
unprepared
--you may use some notes in order to keep to your points and not get drifted away, but still try to
sound extemporaneous
--do not leave long breaks
--do not hesitate to correct the interviewer if he makes mistakes

Guidelines for speaking for the television

TV programmes also reach a large audience. However, the risk of losing the audience is greater than
in the case of radio interviews, as the watchers are permanently tempted to switch the channel off if
they do not get what they want. Therefore, TV reporters developed a new strategy of winning the
audience by jeopardising the interviewee through:
---asking unexpected questions
---looking for weaknesses in an argument
---provoking the interviewee
Considerable attention must be paid to non-verbal communication elements, such as: posture,
gestures and facial expression as they can easily damage your reputation. The way in which you
handle the matter and particularly the way in which you speak will have a great impact on the TV
watcher. In order to suit the intimate nature of television interviews, an interviewee must appear
sincere, natural and convincing. The best way to achieve this is to use a normal conversational
tone with your voice sounding clear and meaningful, and to adopt a natural, conversational
attitude. Avoid nervous habits and gestures which do not suit the occasion. Appearance should not
be overlooked either, and should suit the general context of the interview.

Sample interview

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The excerpt below taken from an interview represents the introductory part of the interview. It takes
care of the introduction of the person invited to the interview and the proposed topic. The fragment
also illustrates the emphasis placed on the formulation of questions, their adequate sequence and
logical ordering. On the other hand, the interviewees answers are prompt, concise, to the point and
complete.

Interviewer: Dr Alberto Garcia works for the World Tourism Organisation in Madrid and has come into the
studio to talk to us about developments in the modern tourist industry. Dr Garcia, how can we actually
determine what a tourist is?
Dr Garcia: Good question. We have now, in fact, adopted a kind of common language- a set of definitions if
you like- so that when various countries collect statistics on tourism they are all measuring the same thing.
And so the WTO now classifies all travellers under various headings. The most important of these for
statistical purposes is that of visitors. But obviously, for tourism purposes, we dont count people such as
temporary immigrants, border workers, nomads and groups like diplomats, members of the armed forces and
people like that. And then visitors are broken down into two separate groups: tourists who are every night
visitors- that is, people who stay for at least one night in some form of accommodation in the country theyre
visiting and same-day visitors who do not stay the night. For example passengers on a cruise stopping over in
a port or people simply on a day trip.
Interviewer: How long can tourists stay in a country without ceasing to be a tourist and becoming a resident?
Dr Garcia: Not more than a year. And the reason for the visit must be different from the kind of activity he
or she is usually employed in. So the purpose of the visit has to be for leisure and recreation, for business and
professional reasons, VFR...
Interviewer: VFR?
(From Jacob M., Strutt P, English for International Tourism,1997, page 116)

Exercises

1. Approach your manager and ask him a few questions regarding the long-term company
strategy. Consider your questions carefully and integrate them into a coherent discussion on
company strategy.
2. You must meet the media reporters for a TV interview. How do you prepare for the interview?
Describe in details the preparation you undertake and point out such features as voice and
general approach which make you sound more natural and convincing.
3. You receive a phone call from a radio reporter who asks permission for an interview on a
current political event. He also mentions that you are on air. How do you react to this
challenge and how do you handle the matter?
4. The form of the interview is to a great extent stereotyped, like the stereotype of the interviewee.
Can you recognise a certain pattern which is commonly used in interviews? If so, which are the
basic elements that constitute such a pattern?

WRITING
The press release
The press release is the most journalistic of all business forms of writing. Their role is to
inform the public on events, happenings, including grand openings, launches, research findings,
great projects, and, generally speaking, any newsworthy item. Because of this role, the press release
is part of a public relations message, it becomes a promotional piece.
Press releases are produced by all types of companies, whether large or small, and
published in newspapers or periodicals.

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 Since releases are read by a large audience, the producer must make sure that the
information conveyed is accurate and clear. A misused piece of information, or an ambiguous
statement may well damage the companys image and the reporter or writers reputation. An
ommission or an off-hand remark about a topic may as well cause a distorted perception of the
subject matter.

Any release must receive clearance from the company superiors, any interview and
interview topic must get the superiors ok.
Before starting writing, the writer must identify the newsworthy story he intends to write
about. Then he needs to research the story thoroughly.

The pre-writing stage usually consists of the follwing steps:

Establish the facts; in doing so the writer must remember the five Ws of journalism
and answer all Ws questions, ie questions regarding: who, what, where, when and
why.
Verify the facts by requesting information and checking it with at least two sources;
Secure releases or permission from the appointed authority or authorities; never
take for granted the availability of news and information; if the writer asks
permission he must also make sure that he gives the appointed authority a preview
of the release.
Choose carefully the outlet media, even before starting writing. Some media, for
example the print media, are best suited for releases which include considerable
detail.

The writing stage

During this stage the writer chooses the format. If the company uses a standard format, the
writer must use it. Otherwise, he may use the normal standard format for press releases, which
necessarily includes:
Labelling the release as News release
Specifying the date for release
Specifying the CONTACT, i.e. the name of the releaser or authorised person.

Style
Press releases are generally written in the inverted pyramid style, which means that the
most important facts come first. The first paragraph should answer all Ws questions, while the next
paragraphs must detail and provide supporting information.
Releases must be written so as to be easily scanned by any reader.
Equally, the paragraphs must be kept rather short. Short paragraphs move the story along
and ensure a fast reading, leaving the reader no time to get bored. Generally, a concise release is
more likely to be read than a long, intricate one.

The style used by the writer must be lively and fresh. Therefore, a conversational style
would best suit a release. All unnecessary word load must be discharged from the release.
The writer must use quotes whenever this is possible. Quotations make the story more
trustworthy and lively. They may add impact and immediacy to the news item.

The title must be concise and attractive, without being too catchy.
Visual aids, such as photos, will add value and liveliness to the story. The writer must make
sure that he captured the desired subject matter.

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 Revision and proofreading
The last stage of writing a release is the revising stage, which should focus on making sure
that the following issues were answered:
the Ws questions
a lively and dynamic style
a concise and vivid language
accuracy of facts, figures and data
adeqaucy of the media oputlet to the story and items
the impact it may have on the readers
grammar and spelling check.
Example
Hunting restrictions partially cancelled

Hunting restrictions in the Danube Delta were partially cancelled after the bird flue
centres in Tulcea County were closed, according to the Agriculture Ministry.
However, hunting will take place only individually or in small groups, according to
the sanitary-veterrinary regulations in the presence of a veterinarian. Several
animals can be hunted at this time of year, including deer and stags, foxes, weasels,
wolves and lynxes.

Exercises

1. You wish to open an agency and organise a launching event. Prepare the story for a
popular newspaper which ensures a wider audience. Think out all the main elements of
the release.

2. Attend a grand event that takes place in your community and write out the release for it.
Consider the media outlet that you will use. Write the release and show it to the appointed
authority.

3. Visit a tourism agency and ask the staff about the last media event. Write the release and
compare it with the release published in a newspaper on the same event.

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