Below you are given a number of questions relating to the text. Answer them by stating the period of time which you think is appropriate

1. When did young men express a desire for less formality by not wearing waistcoats?

2. When were dresses designed that used as much as 70 metres of fabric?

3. What period is characterized by a diversity of styles?

4. When did the hobble skirt first appear on the fashion scene?

5. When were knee-length dresses with no marked waistline worn?

6. When did unisex fashion first become popular?

7. When can it be said that fashion came to a halt for four years?

8. When were man-made fabrics first used regularly?

There follow a number of comments and descriptions all connected with dress. Can you tell which are approving, which are critical and which are purely neutral observations?

1. Her outfit showed her attitude to colour: she combined bold greens and pinks in a dazzling but exciting way.

2. The young man was dressed in a startling suit of loud checks. The addition of a floral shirt made the final effect quite overpowering.

3. The most popular fashion this autumn is an outsized shirt which can be worn over other clothes like a coat.

4. The tight evening dress clung like a second skin, revealing every roll of flesh.

5. The model had chosen a pair of baggy pants and a crumpled silk shirt to achieve an attractive casual effect.

Задание 6

Максимальное количество баллов – 10

MEETING THE PRESS

Press interviews, news conferences, media tours, and other kinds of gatherings pro­vide excellent opportunities to communicate your message to a variety of audiences. They are more personal than just sending written materials and allow reporters to get direct answers from news sources.

Company executives prone to stage fright may view direct one-to-one contact with the media as a nightmare. They fear that they will say something stupid, be misquoted, or be "ambushed" by an aggressive reporter who will slant the interview to imply that the organization is guilty of some wrongdoing.

Nevertheless, media interviews help the organization accomplish the objectives of increasing visibility, consumer awareness, and sales of services or products. The key is preparation.

Individual Interviews

Most press interviews are set up in advance. They can be initiated by you as the pu­blic relations representative, or they can be requested by a reporter who is looking for credible experts to fill out a story.

If a reporter calls requesting an interview, you should interview the reporter before the reporter interviews you. Some common questions are, "What's the nature of your story?" "Why did you call me?" "What are you looking for from me?"

By doing this kind of questioning, you can decide if you are qualified to answer the questions or whether someone else in the organization would be a better source. You may also decide that the context of the story is not appropriate for your organization and decline to be interviewed. For example, the reporter may ask you to comment on some topic that has nothing to do with your organization.

One danger in a telephone interview is that you're caught off guard and don't have time to formulate your thoughts. But before you know it, you and the reporter are chatting away like old friends about a number of topics. This is fine, but do remember that name and a quote will probably appear in the article or as a sound bite on a news­cast. It may be accurate, or it may be completely out of context.

A better approach for a major interview, whether initiated by you or by the reporter, is to schedule it in advance. If you know the purpose of the story, this will help you prepare yourself or other spokespersons for the session.

There are some tips:

1. Define your key points. Know the three most important points you want to get across to the interviewer.

2. Anticipate difficult questions. Make a list of questions that might be asked and be prepared for them.

3. Rehearse. It is normal to feel uncomfortable when you're in the "hot seat" when reporters start questioning you. Practice making your key points and answering difficult questions. If you're preparing an executive for the interview, you role play as the reporter.

4. Follow up. After the interview, provide any material promised to the reporter. Respect a reporter's deadlines. Getting back to a reporter in several days often isn't good enough.

Another common suggestion is to provide reporters with company background ma­terials in advance or at the time of the interview. This will help them get facts and na­mes correct. Body language is also important: Be confident and relaxed, always look a reporter in the eye and never look away, keep your hands open, smile, and lean forward when you're talking.

News Conferences

A news conference is a setting where many reporters ask questions. It is called by an organization when there is important and significant news to announce, news that would attract major media and public interest.

Here is a list of instances that are appropriate for news conferences:

• An announcement of considerable importance to a large number of people in the
community is to be made.

• A matter of public concern needs to be explained.

• Reporters have requested access to a key individual, and it is important to give all media equal access to the person.

• A new product or an invention of the public interest is to be unveiled, demonstrated, and explained to the media.

• A person of importance is coming to town, and there are many media requests for interviews.

• A complex issue or situation is to be announced, and the media need access to someone who can answer their questions.

The two major reasons for having a news conference are to give all media an oppor­tunity to hear the announcement at the same time and to provide a setting where re­porters can ask follow-up questions. Many announcements, particularly ones involving research breakthroughs, major corporate decisions, and crises, raise numerous ques­tions as reporters seek information on all aspects of an issue or event.

Your role as a public relations professional is to determine when and if a news con­ference is needed. All too often, executives in an organization want to call a news con­ference just to stir up publicity and make routine announcements that can just as easily be handled with a news release. Not only is this an expensive proposition, but it also alienates the media, who have better things to do than attend news conferences where there is no news.