Today, one of the main elements of successful activity government agencies, political parties, entrepreneurial and other organizations is developing a comprehensive program of relations with the media. Indeed, organizations or individuals politicians Those who establish bilateral relations with the public achieve wide popularity, have a favorable image, enjoy the trust and respect of the population, which ensures a good attitude towards them from its side.
The first step in developing a successful media relations program is to appoint a public relations manager. It should be a person who is constantly looking for new ways to increase the visibility of the organization, especially through contacts with the media, and also making sure that its authority becomes more and more significant.
The second step requires the leadership of the organization to devote the time, find the resources and make the best efforts necessary to successfully disseminate information about it.
Once these two steps have been taken, there is a period of continuous use of public relations and media tools to serve the specific needs of the organization.
It is difficult to imagine how much information is now being bombarded by an ordinary person. Let's say that 50 thousand new titles of books are published annually in the USA. In the same amount of time, an American child sees 20,000 commercials on TV. More than 12,000 magazines and 2,000 newspapers are printed in the country, about 10,000 radio stations operate, and more than 1,200 television stations send their signals on the air. These and many other means and channels for the dissemination of information, which are communication systems, are constantly evolving. Recently, computer information networks have become very common. And each of these means seeks to attract the attention of the audience.
In addition to the quantitative growth of means and channels of information, their technical re-equipment, we are gradually moving towards political pluralism. Along with state, independent and commercial channels of information, there is an expansion of the range of printed publications of political parties and public organizations, an increase in their influence on the formation of public opinion. All this indicates that a person in his daily life is faced with a continuously growing flow of messages, appeals and appeals. It could probably be argued that each of us is influenced or targeted daily by hundreds and hundreds of different messages.
And do they all need an ordinary person? Of course no. Many people simply shut themselves off from the many streams of information in which they have little or no interest. Many messages will be missed because the person is busy with other things and simply "turns off". But all the same, human attention remains the object of fierce competition. Since there are too many competitors and it is not always easy for a person to defend himself from the onslaught of those who are hunting for his attention, he is forced to approach information selectively and even resist. Not everyone can break through such protection. Even fewer "hunters" are able to influence a person, so it is not surprising that some communication experts have called the public a "stubborn public."
In such a message-cluttered environment, peer-to-peer communication tools also have to compete. Their task, firstly, is to attract the attention of the audience. Secondly, stimulate interest in the content of their messages. Third, develop the will of the target public to act on the messages. And fourthly, direct the actions of those who respond to messages. However, to complete such a task, to make the communication process more efficient, is not as easy as it might seem at first glance.
There is a preconceived notion that information transfer and communication are one and the same. As a matter of fact, dissemination of information is often confused with communication. Such confusion occurs when material transmitted by the media (video clips, radio spots, newspaper reports, etc.) is considered an act of communication.
The student of communication studies people in relationships with each other, with their groups, organizations and society as a whole. They influence each other, inform some and are informed by others, teach some and learn from others, entertain some and are entertained by the efforts of others with the help of certain signs that exist independently of each of them. To understand the process of human communication, it is necessary to understand how people communicate with each other.
Communication is a two-way process of exchanging messages (signals), based on generally accepted concepts and conditioned both by the content of the relationship between communicators A and B, and by the social environment.
Messages or signals are sent, as a rule, for the purpose of informing, instructing or persuading those persons, objects for whom these messages are intended. But at the same time, each such task has some peculiarities. For example, the communication process contains the following four stages: 1) drawing attention to communication; 2) achievement of perception of the message; 3) interpretation of the message in a predetermined form; 4) saving information for future use. Instruction as a demanding process adds another stage: 5) encouraging active learning and practice. The process of persuasion goes even further, adding a sixth stage: 6) perception of change (willingness to act in accordance with the desire or point of view of the sender of the appeal). It is clear that the barriers to achieving the desired results through information, instruction and persuasion increase with the advent of the fifth and sixth stages in the communication process.
The effectiveness of the communication component of the implementation of the PR program largely depends on what forms of communication are used to disseminate messages. The usual means of communication used in public relations, peers, as a rule, are classified into uncontrolled and controlled.
The use of uncontrolled means means sending news about the organization to the media or specialized channels. Therefore, the publishers or editors-in-chief responsible for the work of these channels become the target public for peers, on which the possibility of spreading the message about the organization depends. The purpose of this form of communication is to achieve positive coverage of the actions and events organized by the organization. Typical forms of dissemination of news about the life of the organization through the media are press releases, articles, photographs and press conferences.
They are called uncontrolled because the pioneer, having sent a message to the media, loses control over its further distribution. The editor or other employees of the news channel may, without the consent of the peer, at their own discretion, print it in whole, in part, or not pay attention to it at all; it may also happen that, putting aside the report of the peerman, the editor sends a correspondent to the organization to independently prepare material about it. Since neither the organization nor the peerman pays the information channel the cost of publishing or otherwise distributing the message, as is the case with advertising, fate this material depends entirely on the will of the media workers.
In contrast to the uncontrolled, controlled are those means of communication that disseminate information about the organization at its expense. In this case, the form, content of the material, its location are in the hands of the organization that prepares the message. Forms of controlled means of communication can be brochures, news bulletins, reports; such forms of video materials as films, slides, etc.; interpersonal communication such as speeches , rallies, meetings, interviews, etc. Controlled means can also include institutional advertising designed to strengthen the organization's image, propaganda advertising that defends the organization's point of view on a controversial issue, and other forms of advertising materials.
Given that the peerman addresses various groups of the public through the media, which are by nature public channels of communication, he is obliged to keep these channels clean. He must never intentionally or inadvertently mislead the media.
Relationships with media professionals."Deserved" favorable press coverage is the result of good media relations. Representatives of the press are the same ordinary mortals, like all other people. They have their weaknesses and strengths, likes and dislikes. Building mutual trust and respect with members of the press takes time and patience.
If the representatives of the media know the candidate personally, they will be more willing to listen to him. And if they listen to him more, then there is an increased chance that he will receive positive press.
The candidate and members of his team should not be prejudiced against journalists. Journalists are not enemies. It is best to forget about previous clashes and misunderstandings. If a candidate and members of his election committee are suspicious of the press, the press will pay them back in kind.
The media, elected representatives of the authorities, candidates fighting for seats in representative bodies have a common audience - the public. Media workers communicate with her directly. At the same time, every candidate or person already in power is required to deal with the press in order to inform the public.
The fundamental principles of media relations should primarily include the following:
1. To gain access to the press, you need to find out which people represent it and how they work.
2. To have good press, the candidate must submit his appeals and messages in such a way that they are understandable to reporters and can be easily printed.
Drafting complete lists media. To facilitate communication with the media, a thorough, detailed, constantly updated list of media is compiled. It must cover all daily, weekly and monthly publications, as well as television and radio stations serving the population of the constituency.
In addition to data on journalists and reporters, it is also desirable to have information on media leaders - editors and publishers.
Additional channels of information. Foreign and domestic telegraph agencies serve as sources of information for many print publications, radio and television stations. The press secretary of the election campaign must have their telephone numbers, the names of the heads of central and local branches, the names of reporters covering a particular range of issues, and have an idea of the political orientation of such agencies.
It is also necessary to draw up a list of independent journalists who send their own materials to various media.
It is known that, in addition to political parties that have their own media, there are quite a few public organizations, unions, religious organizations, associations that also print and distribute newspapers and bulletins. This group of organizations will readily respond to a request to publish materials that address issues of particular interest to them.
To successfully communicate with the media, you need to have an understanding of how news is collected. The news industry operates in a hurry, on "borrowed time". Reporters are very busy people. The campaign message is just one of many that they need to process and deliver. When reporting fast-moving news, reporters and editors don't have time to analyze all the facts to prepare a story. There is not enough time for a full report on the event. A thirty-second report of an event based on the candidate's submission, in a five-minute radio or television broadcast of local news, is pretty good coverage.
The constant lack of time for media workers can be turned to your advantage. To do this, they are provided with such messages, where it is easy to sort information and find the "rod" on which the material can be strung.
To get good press, you need:
* Schedule messages well in advance. Each material should focus on one thing. Media workers are persuaded that the story or message they are given deserves to be news.
* Use keywords. The main idea is presented in the form of a statement that can be quoted. This key point is repeated in all materials given to the press. The position should be short and simple.
* Do not overload the press with excessive information. The press workers are given enough facts to draw a conclusion, but not so much to confuse the issue. Don't expect reporters to read ten page stories. Therefore, they highlight the main thoughts and show how they develop the topic.
* Duplicate efforts. Use all available means to promote the message: press releases, phone interviews, one-on-one interviews, radio reports, and news-worthy events. The main idea is repeated in all materials.
* Be consistent. Messages should always support and promote the theme of the campaign, as well as be consistent with its strategy. Each thought contained in an interview or article should work on the main point of view embedded in them.
* Talk to the press "human" language. News is reported to show how problems affect a person's life. That's why people buy newspapers. The concepts and illustrations used in materials given to the press should be stated simply and clearly, while revealing how important the news or issue will be for people's lives.
There is a basic set of tools that should be used to promote "deserved" media coverage of an election campaign.
The media or press package is designed to provide reporters with complete background information about the candidate and his campaign. The reporter can use it as a ready reference when preparing materials about the candidate and the campaign. This package, as a presentation of the campaign, should be distributed to all news distribution channels in accordance with the list of media; it may also be handed by the candidate himself, as this gives him the opportunity to meet reporters and editors in person.
Press releases- a reliable way to see the material in the press the way the candidate wants to see it. It is prepared by the press secretary and given to the press. A press release is written in newspaper style and should focus on a single issue.
Press releases are used to report on the composition of the headquarters of the election campaign, its further activities, actions or plans; presentation of a report or material on any issue, bringing to the attention of the public the candidate's point of view on a particular issue; opponent's accusations; for the purpose of supporting certain actions or persons. All press releases must be carefully reviewed by the candidate and campaign manager, or one of them.
Basic rules for preparing a press release:
* The press release is printed on the letterhead of the candidate's election campaign headquarters in a clear, legible font and contains its name, headquarters address, and contact phone number.
* The name of the contact person (campaign manager or spokesperson) is printed in the upper right corner of the page.
* Above the title, in the left corner of the page, the heading "For Immediate Distribution" is placed, if there is no need for any reason to hold the material. In the latter case, they write that it is intended for distribution for a certain time, but there are no guarantees that the reporter will not use the information before the specified period.
* An attention-grabbing headline is used to interest the reporter or editor.
* The date and place where the press release was sent from are indicated.
* The most important facts are summarized in the first paragraph. This key paragraph (lead) should answer the questions: who? what? when? where? and why? And sometimes the question: how?
* The second paragraph contains one or two quotations from the candidate's speeches.
* Each subsequent paragraph in descending order should be less weighty (inverted pyramid). This is done so that the editor, in the event of a lack of space to accommodate the entire material, can cut off its ending without distorting the main content.
* The press release is printed double-spaced on one page with large margins. It is not recommended to print on the back of the page. If the text does not fit on one page, write "see below" at the bottom and continue on the next page. At the very end of the text of the press release, indent and type # # # in the center of the line. This indicates the end of the material (international standard).
* Press release information must be accurate. It is important not to overdo the editing. If a press release is prepared in a newspaper style, it is more likely to see the light of day.
* It is necessary to avoid grammatical errors, carefully edit the text. Any mistake will undermine the credibility of the election campaign.
* The press release is handwritten. It is transmitted by mail or fax only in extreme cases. The mode of operation of the media should be taken into account. Timeliness is the guarantee that the press release will be printed.
* All press releases must be recorded, with topics and dates.
Press releases. Press Releases - special type press release. The message brings to the attention of the press the specifics of the upcoming event, which should receive coverage in the media.
Press releases are printed and distributed in much the same way as press releases. But, in addition to the title, it should be marked "Press Release", contain no quotations and not exceed two or three paragraphs. Press releases should also answer the questions: who? what? when? where?
It should contain just enough information to make any event interesting for the press, but not so much as to interfere with its coverage. After the message is distributed, remember to call and remind about the event again.
Radio reports from the scene. AT this case a reportage is a recorded voice of a candidate, which is transmitted by telephone to a radio station from the scene. Since radio news broadcasts are only a few minutes long, such reports should not last more than 30 seconds.
The radio station should always be called in advance to find out if such a report will be accepted. Sometimes the stations do not accept a recording of the candidate's application. They prefer an interview recorded by a reporter. And this is also good, because there is a chance for the candidate's voice to be heard on the air. It is always worth agreeing to give such interviews one on one.
Reporting from the scene as a separate genre of radio broadcasts is useful for press secretaries seeking to convey as much information as possible in a short time. It is advisable to refer to current reports after an important press statement, during which the radio reporter was not present. They can also be used when it is necessary to make a statement, and the candidate is somewhere far away.
Today, there are many technical means that facilitate the dissemination of relevant reports as a genre of radio broadcasts. They are simple and inexpensive, so they should be used during election campaigns.
Radio and TV interviews can be given easily and confidently. As a result, it is possible to use these powerful means of communication as part of an extensive program of public relations and media.
Both in the case where the candidate is personally interviewed, and in the case where someone accompanies a representative of the organization who will be interviewed, the situation that causes fear can be turned into effective method communication with the public and promotion of the organization.
Bibliography
2) Dorothy Doty I. Publicity and Public Relations / Translated from English. Edition 2-e.-M .: "Filin", 1998.
3) Zverintsev A.B. Communication Management: The PR Manager's Workbook: 2nd ed. - St. Petersburg: SOYUZ, 1997.
Today, one of the main elements of the successful activities of state bodies, political parties, business and other organizations is the development of a comprehensive program of relations with the media. Indeed, organizations or individual politicians that establish bilateral public relations achieve wide popularity, have a favorable image, enjoy the trust and respect of the population, which ensures a good attitude towards them from its side.
The first step in developing a successful media relations program is to appoint a public relations manager. It should be a person who is constantly looking for new ways to increase the visibility of the organization, especially through contacts with the media, and also making sure that its authority becomes more and more significant.
The second step requires the leadership of the organization to devote the time, find the resources and make the best efforts necessary to successfully disseminate information about it.
Once these two steps have been taken, there is a period of continuous use of public relations and media tools to serve the specific needs of the organization.
It is difficult to imagine how much information is now being bombarded by an ordinary person. Let's say that 50 thousand new titles of books are published annually in the USA. In the same amount of time, an American child sees 20,000 commercials on TV. More than 12,000 magazines and 2,000 newspapers are printed in the country, about 10,000 radio stations operate, and more than 1,200 television stations send their signals on the air. These and many other means and channels for the dissemination of information, which are communication systems, are constantly evolving. Recently, computer information networks have become very common. And each of these means seeks to attract the attention of the audience.
In addition to the quantitative growth of means and channels of information, their technical re-equipment, we are gradually moving towards political pluralism. Along with state, independent and commercial channels of information, there is an expansion of the range of printed publications of political parties and public organizations, an increase in their influence on the formation of public opinion. All this indicates that a person in his daily life is faced with a continuously growing flow of messages, appeals and appeals. It could probably be argued that each of us is influenced or targeted daily by hundreds and hundreds of different messages.
And do they all need an ordinary person? Of course no. Many people simply shut themselves off from the many streams of information in which they have little or no interest. Many messages will be missed because the person is busy with other things and simply "turns off". But all the same, human attention remains the object of fierce competition. Since there are too many competitors and it is not always easy for a person to defend himself from the onslaught of those who are hunting for his attention, he is forced to approach information selectively and even resist. Not everyone can break through such protection. Even fewer "hunters" are able to influence a person, so it is not surprising that some communication experts have called the public a "stubborn public."
In such a message-cluttered environment, peer-to-peer communication tools also have to compete. Their task, firstly, is to attract the attention of the audience. Secondly, stimulate interest in the content of their messages. Third, develop the will of the target public to act on the messages. And fourthly, direct the actions of those who respond to messages. However, to complete such a task, to make the communication process more efficient, is not as easy as it might seem at first glance.
There is a preconceived notion that information transfer and communication are one and the same. As a matter of fact, dissemination of information is often confused with communication. Such confusion occurs when material transmitted by the media (video clips, radio spots, newspaper reports, etc.) is considered an act of communication.
The student of communication studies people in relationships with each other, with their groups, organizations and society as a whole. They influence each other, inform some and are informed by others, teach some and learn from others, entertain some and are entertained by the efforts of others with the help of certain signs that exist independently of each of them. To understand the process of human communication, it is necessary to understand how people communicate with each other.
Communication is a two-way process of exchanging messages (signals), based on generally accepted concepts and conditioned both by the content of the relationship between communicators A and B, and by the social environment.
Messages or signals are sent, as a rule, for the purpose of informing, instructing or persuading those persons, objects for whom these messages are intended. But at the same time, each such task has some peculiarities. For example, the communication process contains the following four stages: 1) drawing attention to communication; 2) achievement of perception of the message; 3) interpretation of the message in a predetermined form; 4) saving information for future use. Instruction as a demanding process adds another stage: 5) encouraging active learning and practice. The process of persuasion goes even further, adding a sixth stage: 6) perception of change (willingness to act in accordance with the desire or point of view of the sender of the appeal). It is clear that the barriers to achieving the desired results through information, instruction and persuasion increase with the advent of the fifth and sixth stages in the communication process.
The effectiveness of the communication component of the implementation of the PR program largely depends on what forms of communication are used to disseminate messages. The usual means of communication used in public relations, peers, as a rule, are classified into uncontrolled and controlled.
The use of uncontrolled means means sending news about the organization to the media or specialized channels. Therefore, the publishers or editors-in-chief responsible for the work of these channels become the target public for peers, on which the possibility of spreading the message about the organization depends. The purpose of this form of communication is to achieve positive coverage of the actions and events organized by the organization. Typical forms of dissemination of news about the life of the organization through the media are press releases, articles, photographs and press conferences.
They are called uncontrolled because the pioneer, having sent a message to the media, loses control over its further distribution. The editor or other employees of the news channel may, without the consent of the peer, at their own discretion, print it in whole, in part, or not pay attention to it at all; it may also happen that, putting aside the report of the peerman, the editor sends a correspondent to the organization to independently prepare material about it. Since neither the organization nor the peer man pays the information channel the cost of publishing or otherwise distributing the message, as happens in the case of advertising, the fate of this material depends entirely on the will of media workers.
In contrast to the uncontrolled, controlled are those means of communication that disseminate information about the organization at its expense. In this case, the form, content of the material, its location are in the hands of the organization that prepares the message. Forms of controlled means of communication can be brochures, news bulletins, reports; such forms of video materials as films, slides, etc.; interpersonal communication such as speeches , rallies, meetings, interviews, etc. Controlled means can also include institutional advertising designed to strengthen the organization's image, propaganda advertising that defends the organization's point of view on a controversial issue, and other forms of advertising materials.
Given that the peerman addresses various groups of the public through the media, which are by nature public channels of communication, he is obliged to keep these channels clean. He must never intentionally or inadvertently mislead the media.
Relationships with media professionals."Deserved" favorable press coverage is the result of good media relations. Representatives of the press are the same ordinary mortals, like all other people. They have their own strengths and weaknesses, likes and dislikes. Building mutual trust and respect with members of the press takes time and patience.
If the representatives of the media know the candidate personally, they will be more willing to listen to him. And if they listen to him more, then there is an increased chance that he will receive positive press.
The candidate and members of his team should not be prejudiced against journalists. Journalists are not enemies. It is best to forget about previous clashes and misunderstandings. If a candidate and members of his election committee are suspicious of the press, the press will pay them back in kind.
The media, elected representatives of the authorities, candidates fighting for seats in representative bodies have a common audience - the public. Media workers communicate with her directly. At the same time, every candidate or person already in power is required to deal with the press in order to inform the public.
The fundamental principles of media relations should primarily include the following:
1. To gain access to the press, you need to find out which people represent it and how they work.
2. To have good press, the candidate must submit his appeals and messages in such a way that they are understandable to reporters and can be easily printed.
Compilation of complete lists of media. To facilitate communication with the media, a thorough, detailed, constantly updated list of media is compiled. It must cover all daily, weekly and monthly publications, as well as television and radio stations serving the population of the constituency.
In addition to data on journalists and reporters, it is also desirable to have information on media leaders - editors and publishers.
Additional channels of information. Foreign and domestic telegraph agencies serve as sources of information for many print publications, radio and television stations. The press secretary of the election campaign must have their telephone numbers, the names of the heads of central and local branches, the names of reporters covering a particular range of issues, and have an idea of the political orientation of such agencies.
It is also necessary to draw up a list of independent journalists who send their own materials to various media.
It is known that, in addition to political parties that have their own media, there are quite a few public organizations, unions, religious organizations, associations that also print and distribute newspapers and bulletins. This group of organizations will readily respond to a request to publish materials that address issues of particular interest to them.
To successfully communicate with the media, you need to have an understanding of how news is collected. The news industry operates in a hurry, on "borrowed time". Reporters are very busy people. The campaign message is just one of many that they need to process and deliver. When reporting fast-moving news, reporters and editors don't have time to analyze all the facts to prepare a story. There is not enough time for a full report on the event. A thirty-second report of an event based on the candidate's submission, in a five-minute radio or television broadcast of local news, is pretty good coverage.
The constant lack of time for media workers can be turned to your advantage. To do this, they are provided with such messages, where it is easy to sort information and find the "rod" on which the material can be strung.
To get good press, you need:
* Schedule messages well in advance. Each material should focus on one thing. Media workers are persuaded that the story or message they are given deserves to be news.
* Use keywords. The main idea is presented in the form of a statement that can be quoted. This key point is repeated in all materials given to the press. The position should be short and simple.
* Do not overload the press with excessive information. The press workers are given enough facts to draw a conclusion, but not so much to confuse the issue. Don't expect reporters to read ten page stories. Therefore, they highlight the main thoughts and show how they develop the topic.
* Duplicate efforts. Use all available means to promote the message: press releases, phone interviews, one-on-one interviews, radio reports, and news-worthy events. The main idea is repeated in all materials.
* Be consistent. Messages should always support and promote the theme of the campaign, as well as be consistent with its strategy. Each thought contained in an interview or article should work on the main point of view embedded in them.
* Talk to the press "human" language. News is reported to show how problems affect a person's life. That's why people buy newspapers. The concepts and illustrations used in materials given to the press should be stated simply and clearly, while revealing how important the news or issue will be for people's lives.
There is a basic set of tools that should be used to promote "deserved" media coverage of an election campaign.
The media or press package is designed to provide reporters with complete background information about the candidate and his campaign. The reporter can use it as a ready reference when preparing materials about the candidate and the campaign. This package, as a presentation of the campaign, should be distributed to all news distribution channels in accordance with the list of media; it may also be handed by the candidate himself, as this gives him the opportunity to meet reporters and editors in person.
Press releases- a reliable way to see the material in the press the way the candidate wants to see it. It is prepared by the press secretary and given to the press. A press release is written in newspaper style and should focus on a single issue.
Press releases are used to report on the composition of the headquarters of the election campaign, its further activities, actions or plans; presentation of a report or material on any issue, bringing to the attention of the public the candidate's point of view on a particular issue; opponent's accusations; for the purpose of supporting certain actions or persons. All press releases must be carefully reviewed by the candidate and campaign manager, or one of them.
Basic rules for preparing a press release:
* The press release is printed on the letterhead of the candidate's election campaign headquarters in a clear, legible font and contains its name, headquarters address, and contact phone number.
* The name of the contact person (campaign manager or spokesperson) is printed in the upper right corner of the page.
* Above the title, in the left corner of the page, the heading "For Immediate Distribution" is placed, if there is no need for any reason to hold the material. In the latter case, they write that it is intended for distribution for a certain time, but there are no guarantees that the reporter will not use the information before the specified period.
* An attention-grabbing headline is used to interest the reporter or editor.
* The date and place where the press release was sent from are indicated.
* The most important facts are summarized in the first paragraph. This key paragraph (lead) should answer the questions: who? what? when? where? and why? And sometimes the question: how?
* The second paragraph contains one or two quotations from the candidate's speeches.
* Each subsequent paragraph in descending order should be less weighty (inverted pyramid). This is done so that the editor, in the event of a lack of space to accommodate the entire material, can cut off its ending without distorting the main content.
* The press release is printed double-spaced on one page with large margins. It is not recommended to print on the back of the page. If the text does not fit on one page, write "see below" at the bottom and continue on the next page. At the very end of the text of the press release, indent and type # # # in the center of the line. This indicates the end of the material (international standard).
* Press release information must be accurate. It is important not to overdo the editing. If a press release is prepared in a newspaper style, it is more likely to see the light of day.
* It is necessary to avoid grammatical errors, carefully edit the text. Any mistake will undermine the credibility of the election campaign.
* The press release is handwritten. It is transmitted by mail or fax only in extreme cases. The mode of operation of the media should be taken into account. Timeliness is the guarantee that the press release will be printed.
* All press releases must be recorded, with topics and dates.
Press releases. Press releases are a special type of press release. The message brings to the attention of the press the specifics of the upcoming event, which should receive coverage in the media.
Press releases are printed and distributed in much the same way as press releases. But, in addition to the title, it should be marked "Press Release", contain no quotations and not exceed two or three paragraphs. Press releases should also answer the questions: who? what? when? where?
It should contain just enough information to make any event interesting for the press, but not so much as to interfere with its coverage. After the message is distributed, remember to call and remind about the event again.
Radio reports from the scene. In this case, the report is the recorded voice of the candidate, which is transmitted by telephone to the radio station from the scene. Since radio news broadcasts are only a few minutes long, such reports should not last more than 30 seconds.
The radio station should always be called in advance to find out if such a report will be accepted. Sometimes the stations do not accept a recording of the candidate's application. They prefer an interview recorded by a reporter. And this is also good, because there is a chance for the candidate's voice to be heard on the air. It is always worth agreeing to give such interviews one on one.
Reporting from the scene as a separate genre of radio broadcasts is useful for press secretaries seeking to convey as much information as possible in a short time. It is advisable to refer to current reports after an important press statement, during which the radio reporter was not present. They can also be used when it is necessary to make a statement, and the candidate is somewhere far away.
Today, there are many technical means that facilitate the dissemination of relevant reports as a genre of radio broadcasts. They are simple and inexpensive, so they should be used during election campaigns.
Radio and TV interviews can be given easily and confidently. As a result, it is possible to use these powerful means of communication as part of an extensive program of public relations and media.
Whether the candidate is personally interviewed or someone accompanies a representative of the organization to be interviewed, a fearful situation can be turned into an effective method of communicating with the public and promoting the organization.
Bibliography
2) Dorothy Doty I. Publicity and Public Relations / Translated from English. Edition 2-e.-M .: "Filin", 1998.
3) Zverintsev A.B. Communication Management: The PR Manager's Workbook: 2nd ed. - St. Petersburg: SOYUZ, 1997.
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Teaching oral speech using materials from the English-language media
Introduction
1. Theoretical basis the process of teaching oral speech at the senior stage of teaching English
1.1 Characteristics of oral speech
1.2 Tasks of teaching oral speech in English
1.3 Features of teaching speaking
1.4 Features of teaching listening
Chapter 1 Conclusions
2. The use of the media in teaching oral speech
2.1 The use of electronic media in teaching oral speech
2.2 The use of printed media in teaching oral speech
2.3 Lesson plan in grade 11 using print and electronic media
Chapter 2 Conclusions
Conclusion
List of used literature
Introduction
As you know, the main goal of teaching English is the formation and development of a student's communicative culture, teaching practical mastery of a foreign language. In the domestic methodical school presents studies on the study and search for practical ways of teaching foreign language communication (I.A. Zimnyaya, E.I. Passov, A.A. Leontiev, V.L. Skalkin, I.L. Bim, E.A. Maslyko, N. D. Galskova, T.V. Aslamova, S.A. Miloradov, R.F. Fastovets, E.J. Roovet, etc.).
Mastering oral foreign language communication is impossible without the use of effective, high-tech, affordable teaching aids. These are currently traditional media (print, radio, television), as well as Internet resources, which are becoming increasingly relevant. Thanks to the media, information reaches a multilingual audience without intermediaries. Thus we have defined relevance research.
The advantages of the media in the learning process are their authenticity, relevance, informative saturation, communicative orientation, high potential for the development of foreign language speech.
Many studies confirm the positive effect of media involvement in foreign language teaching. Most of the works in this area highlight the problems of mastering various types of speech activity: listening (O.N. Gordienko, M.V. Khorunzhaya) or speaking (oral speech) based on video materials (O.E. Mikhailova, A.N. Schukin, M. V. Baranova, I. B. Platonova).
Object of study is the process of teaching oral speech to high school students who study English.
Subject of research is a method of teaching oral speech using materials from the English-language media.
The purpose of the thesis- to develop methods and techniques for teaching oral speech on the material of the English-language media at the senior stage in a secondary school.
To achieve this goal, it is necessary to solve the following tasks: 1) consider the concept of speech and features of oral speech; 2) determine the content and goals of teaching oral speech;
3) conduct a review of the English-language media for use in teaching practice;
4) develop tasks for students in grades 10-11 based on the materials of the English-language media;
5) develop a lesson plan for teaching oral speech based on English-language media.
To solve these problems, the following research methods: study, analysis and generalization of pedagogical and methodical literature on the topic of the thesis; study of current standards and programs in a foreign language; analysis of domestic and foreign manuals on the English language in order to highlight methodological material; monitoring the process of teaching high school students English in the period teaching practice; conversation with an English teacher.
Practical significance research lies in the fact that the results obtained can be used to develop classes for the development of oral speech and the development of skills oratory in the upper grades of the secondary school.
Research novelty lies in the fact that in this thesis an attempt is made to develop a methodology for the development of oral speech based on the media.
The thesis consists of an introduction, two chapters, a conclusion and a list of references.
1. Theoretical foundations of the process of teaching oral speech at the senior stage of teaching English
1.1 Characteristics of oral speech
Oral speech is a broad concept that includes the main types of speech activity: listening, speaking (dialogical and monologue speech). It is a two-way process, consisting of the ability to speak English and the ability to understand the speech of other people. The relevance of the issue of the development of oral speech is due to the goals that face the modern school, namely, the formation of a multicultural personality of students who have a system of knowledge about the English language not only at the level of understanding, but also free communication. Consequently, there is a constant improvement of the already known and the search for the most effective methods for the development of oral speech. lesson printed communication authenticity
By definition, I.A. Zimnyaya: "A foreign language, like any language system, is a socio-historical product that reflects the history of a people, its culture, system social relations, traditions. The language exists, lives and develops in the public consciousness, in the consciousness of the people who speak it. It also has the power to isolate and unite peoples, giving a single national character to human communities.
Oral speech can be approached both as a goal and as a means of learning. In the first case, it acts as a means of communication and information transfer. This is what a foreign language is for. In the second, with the help of oral speech, automatisms are developed in the reproduction and transformation of the acquired material.
Oral speech as the goal of learning acts as a means of communication, with the help of which information is obtained during listening, information is transmitted during utterance, and information is exchanged during conversation. The use of spoken language can arouse in students a genuine interest in the English language subject at school and a desire to engage in it. Tasks in this case direct the student's attention to the semantic content of the statement when it is perceived by ear or in the process of speaking, when you yourself need to speak out in this situation. Oral speech is also used as a learning tool, with the help of which automatisms are developed in the reproduction and transformation (transformation) of acquired lexical units and grammatical structures, while oral speech is associated with methods of familiarization and training and the expansion of language knowledge. In this case, the tasks are aimed at working out the form, meaning and use of a word, phrase, grammatical form; The student's attention is directed to how they say, how to say in a given situation, what this or that grammatical form, this or that word, a phrase conveys.
In the modern methodology of teaching foreign languages, oral speech is used as a means of teaching, thereby allowing students to be introduced to verbal communication from the very beginning of learning. foreign language. Used when introducing new educational material, while training and implementing the application method. Oral training exercises give students the opportunity to apply the acquired material in speech.
At the senior stage of education, the oral basis creates favorable conditions for expanding both grammatical and lexical knowledge of students in the target language, and, above all, in the process of speaking and listening. Oral speech, in turn, carries the following functions:
Motivational (considered as the goal of language learning, provides the opportunity for direct communication, mastering oral speech helps to overcome problems associated with self-doubt when learning a language);
Developing (mastery of the structure of the language in oral speech helps to improve other aspects of speech activity, i.e. students are provided with the opportunity to hear and see how, in what situations the introduced words or grammatical structures are used by including auditory, visual and speech-motor analyzers in the active work; mobilizes attention of trainees, cognitive interest is stimulated).
The signs of oral speech reflect the properties inherent in human speech as a whole. The combination of values of general and particular characteristics individualizes the personality. General and particular features are interrelated, but the defining features are common features, which include:
1. level of oral speech;
2. compliance of speech with certain normative requirements of grammar and orthoepy (a set of norms of the national language that ensure the unity of its sound design).
The main reason for the difficulties in teaching oral speech is that the language material that a person must master appears in a completely new aspect - they must be actively mastered as a means of communication, and not just for recognition and recognition, which is a task in receptive perception. The development of English speech should consist in daily practice, learning phrases, expressions, memorization and retelling. The result of training should be an intuitive knowledge of the language material, when the right word or the right form themselves come to mind in connection with a certain thought, and in the process of listening it is also
understanding its content.
1.2 Tasks of teaching oral speech in English
Students are given the following tasks:
Quickly and correctly navigate in the conditions of communication;
Express your thoughts with sufficient completeness;
Build your statement consistently and logically;
Select appropriate language means for expression;
Express your attitude to the subject of speech;
Use arguments in the statement that correspond to the communicative intention of the speaker.
Any speech skills, in order to function as the basis of speech ability, must have a system of qualities. These include: automation (improvement of skills); flexibility, without which a skill is not capable of transfer, remains a "thing in itself"; complexity (a skill may consist of smaller elementary actions, but it can also be included in a more complex skill. in the process of a joint combination of skills in the system of the entire speech action, their volume grows);
From the point of view of information, speech communication consists of four main aspects (types of speech activity): speaking, listening, writing, reading.
Speaking is the sending of speech acoustic signals that carry information.
Listening (or listening) is the perception of speech acoustic signals and their understanding.
When speaking and listening, a person operates with acoustic signals. These types of speech activity form the basis of the process
speech communication. The effectiveness of speech communication depends on the extent to which the student has formed the skills of all four types of speech activity. In addition, the level of formation of speech skills is a criterion for assessing the level of language proficiency (not only foreign, but also native) and an indicator of a person’s general culture. No matter how many people take part in communication, the basis is a single scheme, which includes: the sender of information (or the addressee) - the speaking or writing person; recipient of information (or addressee) - a person reading or listening; message (text in oral form) - without the exchange of information there can be no verbal communication. A separate speech action (a fragment of communication) is called a communicative act (for example, in a dialogue - a replica of one of the interlocutors). It turns out that speech communication is the communication of people.
So, teaching oral speech, the tasks of the teacher include - to teach: quickly and correctly navigate in the conditions of communication; consistently and logically build a statement in accordance with the plan; find adequate language means for expression; use arguments in the statement that correspond to the communicative intention of the speaker; express your thoughts with sufficient completeness; express your attitude towards the subject of speech.
Communication is one of the important conditions for the formation of the consciousness and self-awareness of the individual, a stimulator of its motivational and incentive sphere and the development of the individual as a whole. The content of communication stems from the content of thinking, which is formed under the influence of objective reality, because consciousness projects this reality onto human activity. At the same time, when discussing objects, a person solves one or another speech, communicative task. Taking into account the practical purpose of teaching a foreign language
To teach it as a means of communication, there are several principles on which the successful organization of oral communication in a foreign language is built.
The principle of communication.
It means that the construction of the learning process should take place in such a way as to involve students in oral (listening, speaking) communication, i.e. communication in the target language throughout the entire course of study.
The principle of personal communication.
This principle assumes that the main form learning activities is not listening, speaking or reading, but lively and active communication between the teacher and the students, as well as between the students themselves. To organize live communication, it is necessary to use role-playing games. Role play management is also group communication management. The teacher thoughtfully involves everyone in a common activity, preliminarily distributes roles for each new game, makes everyone a temporary leader, in a word teaches to communicate.
The principle of collective interaction.
In order for students to move directly from their thoughts to their direct formulation, it is necessary to encourage them to say what they can say, meaning foreign words and grammatical constructions already learned by students or only previously explained, but not yet learned.
The leading method of teaching a foreign language today is the communicative method, which serves to achieve the goal of teaching speaking as a means of implementing an oral form of communication, which appeared in the 60s of the last century in Great Britain. The study begins with the study of words and expressions, and then a grammatical base is brought under them. The main goal of this technique is to teach a person
speak freely and competently. The teacher must have a living, not bookish language, must know all the shades of the meanings of words and expressions and be able to convey them to the student.
The main goal of the communicative approach to teaching is communication. The learning process is as close as possible to natural communication, aimed at personal interaction, which uses different ways communication. As part of person-centered direction, the emphasis in learning is placed on the individual as the subject of educational activity, the teacher from "indisputable authority" becomes an attentive and interested interlocutor and accomplice in the process of cognition. The communicative method, as one of the modern methods of teaching English, helps the teacher to be not only a carrier of information, but also an observer and consultant. The language is considered from the point of view of its social nature, connection with society on the one hand, and connection with the individual on the other hand. The activity direction is characterized by an orientation in learning to the activities of subjects of learning. At the center of learning is the student - his motives, goals, psychological capabilities. Activity - content educational process.
In the modern methodology of teaching foreign languages at school, both in domestic and foreign, oral speech is widely used as a means of teaching, which allows the teacher to introduce students to speech communication from the very beginning of their learning a foreign language. Training is organized as follows: if grammatical material is new for students, it is offered in speech samples or standard sentences correlated with situations in which this grammatical phenomenon used. At the same time, what is to be assimilated is distinguished by intonation, and contrasting pairs are also used.
(For example, students should learn to use the past tense in speech. The speech samples (typical sentences) used for familiarization should contain everything in order to serve as models for revealing the form, meaning and use of this tense category. The teacher said sentences with a verb in the past tense, relating them to the situations in which they can be used, and thus ensuring understanding of what is being said.Translation is used if necessary.Then the teacher says the same sentences again, emphasizing the verb and adverbial words with the help of intonation.It is necessary to provide students with repeated listening to the material being digested, its reproduction is a transformation, which is usually accompanied by a repetition of the previously mastered vocabulary. Consider an example: "Yesterday we went to the cinema (theatre, club, forest, park, stadium, library, doctor, teacher.)". When playing these sentences, the student's attention is not directed to the grammatical th form (went), but on the transfer of content (wheredidtheygo), which ensures involuntary memorization of the grammatical form and repetition of words and phrases used to designate a place.)
The oral basis of learning in the conditions of teaching a foreign language at school creates favorable conditions for expanding students' knowledge in the target language, for the formation of pronunciation, lexical and grammatical skills and speech skills, and, above all, listening and speaking. It is necessary to focus on teaching pronunciation, as students deal with sounding speech. More time should be devoted to listening, repetition, reproduction with some changes of the material being digested, all work is done orally. Several times more exercises can be done orally than with reading and writing, and therefore it is better to ensure repetition.
passed, which is very important for the assimilation of language material and the development of skills and abilities.
1.3 Features of teaching speaking
Speaking is one of the main types of speech activity, which has a number of characteristics that are of direct importance to a person. Speaking is considered as an oral way of activity. Speaking is a way of expressing thoughts by means of language. The main problem with teaching speaking is that it is an intermediate stage between thought and oral communication itself. It is necessary to develop appropriate speech skills.
Speaking - according to the method of designing an object (thought) is an oral form of speech activity, which, according to the direction of speech action on the expression of an object (thought), is characterized as productive view activities. And by the nature of the role that speaking plays in the process of communication, speaking is characterized by an initiative type of speech activity, since it is aimed at meeting human needs.
Speaking as a type of speech activity has the following characteristics: connection with the personality, connection with thinking, connection with the communicative function of thinking, motivation, purposefulness, social nature.
The formation and development of speaking skills is necessary condition for a successful communication process. From the theoretical methodology of teaching speech communication in a foreign language, it is known that speaking is a form of oral communication, through which information is exchanged, contact is established with the interlocutor, and influence is exerted on him. When learning
Speaking we teach students the ability to express thoughts, convey information orally.
The goal of teaching speaking is to achieve the following skills by students:
a) make a prepared or unprepared report; b) respond adequately to the interlocutor's remarks;
c) initiate communication and take part in it.
During the teaching of speaking, pronunciation, rhythmic-intonation and lexical-grammatical skills are practiced. Speaking can take place in the form of a dialogue or in the form of a monologue, and also, if there is a conversation between several persons, in the form of a polylogue. From the point of view of the participation of thinking in the process of speaking, the following types of speaking are distinguished:
Initiative (spontaneous) speaking. The speaker himself chooses the topic of the statement, is guided by his own initiative in the process of speaking, selects expressive means of communication. Considered the most perfect view speaking.
Reactive (reactive) speaking. Occurs in the form of a reaction to the speech of other persons, interlocutors, the speaker does not have an internal motivation to speak.
imitative speaking. The speaker repeats the received message with awareness of its meaning, for example, when playing a memorized text.
Automated speaking. The speaker reproduces a text learned by heart, the understanding of the meaning of which is not expected; or complex text (incomprehensible to the speaker).
Associative (stochastic, from Greek - guess) speaking. The speaker reproduces a text learned by heart, the meaning of which he does not understand at all, using various associations.
There are two approaches to teaching foreign language speaking:
1. "bottom-up" (bottom-up processing) - the assimilation of the language system begins with individual elements, goes through stages, from a lower level to a higher one, and the gradual mastery of the skills of dialogic and monologue speech eventually leads to the ability to independently generate coherent statements ;
2. "top-down" (top-down processing) - mastery of integral acts of communication, samples of speech works. The development of speaking skills and abilities with this approach begins with repeated repetition of the finished text, monologue or sample dialogue, which have been listened to and read, which are considered as standards for the subsequent construction of similar texts for utterance. And then there is the development of individual elements, the use of other vocabulary for the subsequent independent generation of similar statements. This top-down approach is focused "on mastering mainly ritualized dialogues in standard communication situations" .
Speaking is always situational. It follows from this that it is necessary to avoid the use of non-situational phrases, and not only in the process of developing speech skills (this is easier and most often takes place), but also in the process of formation and improvement.
Speaking is always purposeful and motivated. This also requires an appropriate organization of the process of teaching speaking:
the use of only conditional speech and speech exercises, the desire to motivate students' speech actions;
speaking is always associated with thinking. It follows that it is necessary to develop speech skills in the conditions of solving communicative tasks of speech communication;
Speaking at the level of skill is always a product, not a reproduction of the finished material. It is carried out through complex mental activity, based on hearing, memory, forecasting and attention. Speaking can be of varying complexity, ranging from a simple exclamation to a detailed statement.
Psychologists note six psychological features of the speaking process:
the first feature is that speaking, like listening, is a skill that presupposes skill, but is not reduced to it;
the second is the productive nature of speaking (a combination of grammatical and lexical means of the language), although speaking can also be reproductive in nature (simple repetition);
the third is the connection of foreign forms of speaking with human thinking. The fourth feature of the speaking process is that
the speaking person usually focuses on the semantic content of speech. And the language shell, as a rule, is created intuitively;
fifth - the process of speaking is in close relationship with all other speech processes, including receptive ones;
sixth - speaking is divided into external and internal.
The parameters of speaking include: motive (the need or need to speak out), purpose and function (the nature of the impact on the partner), subject (own or someone else's thought), structure (actions and operations), mechanisms (comprehension, anticipation, combination), means of communication ( language and speech material (phonetic, lexical, grammatical), speech product (types of dialogues, monologues), condition (speech situation), presence or absence of supports.
1.4 Features of teaching listening
In the educational process, listening acts as a goal and as a means.
As a tool, it can be used as:
1. Ways to organize the educational process.
2. The method of introducing language material orally.
3. Means of teaching other types of speech activity.
4. Means of control and consolidation of acquired knowledge, skills and abilities.
Listening is a receptive activity, and mastering receptive activities is a prerequisite for the development of productive skills and, first of all, speaking.
Listening in the structure of the lesson can occur at the beginning, and in the central part, and at the final stage. The place of listening in the structure of the lesson will, first of all, depend on the goal that the teacher has set for himself and for the students.
If the goal of the lesson is the formation of grammatical skills, authentic speech can be a way of recognizing in the text, for example, the use of the verb tense studied in this lesson. With the lexical goal of the lesson, authentic speech helps to master and consolidate new vocabulary on the topic of the lesson. With the development of phonetic skills, attention is drawn to the recognition by students of the intonation pattern of a phrase, to mastering the technique of pronouncing foreign sounds in words, phrases and sentences. This may be a small text passage containing a small number of unfamiliar words, and used at the stage of updating students' knowledge in a lesson in teaching reading, it may be a sample dialogue in a lesson in teaching dialogic speech. It can be a song when introducing new lexical units, or it can be the main stage of the whole lesson.
learning to listen, where the information contained in the text is key.
Listening is used as a means of introducing students to a new language or speech material. To organize an acquaintance with new material means to show students the meaning, form and use of it. So, when you get to know new vocabulary to master the form, it is necessary to repeatedly perceive it by students; to understand the meaning, you can use the non-translating method of revealing the meaning and only, if necessary, translation; situations are needed to illustrate the use of a new word. Familiarization begins with the perception of the whole, that is, the statement - a speech unit, correlated with the situation. Thus, it goes from the whole to the particular, from the statement to a single word, and from it to the sound (if it is new).
When working with audio materials, the ability of students to simultaneously work on several speech exercises is developed.
Of certain importance in teaching foreign language speech is the correct relationship of different types of speech.
Listening comprehension is closely related to speaking - the expression of thoughts by means of the language being studied. Speaking can be a reaction to someone else's speech.
Listening to foreign speech and speaking are interrelated in the educational process: listening can serve as the basis for speaking, in turn, the quality of understanding of the listened material is usually controlled by answering questions about the content of the listened to or by retelling it.
Thus, listening prepares speaking, speaking helps the formation of listening comprehension.
Being closely related to other types of speech activity, listening plays an important role in learning a foreign language, and especially in communicative-oriented learning.
Chapter 1 Conclusions
Oral speech as a type of speech activity is a complex process consisting of two, closely related processes- the process of listening, perception and understanding on the one hand, and the process of speaking on the other hand. But purely theoretical knowledge on these aspects is not enough to talk about language acquisition.
Language lives as a means of communication, communication. Based on this, we are talking about the practical goals of teaching a foreign language in high school. This, in turn, determines the entire methodology of working on the language, oral speech should be an integral part of each lesson. There are a number of difficulties in teaching a foreign language. Firstly is the difference in language structures compared to the native language. In oral speech, as in the object of learning, two subjects of learning can be distinguished: listening and speaking. Listening and speaking contribute to the development of each other in the learning process. To understand, one must speak. Understanding is formed in the process of speaking, and speaking in the process of understanding. As already mentioned, oral speech can be presented in the form of dialogic speech, in which there is a difficulty in understanding the interlocutor's thoughts, as a result of which this type of speech is associated with the development of listening skills, and monologue speech, the difficulty of which is that the student must follow logicality, coherence, tempo of speech, completeness of statements in the process of speaking. One of the main tasks of oral speech is
messaging training.
2. The use of the media in teaching oral speech
2.1 The use of electronic media in teaching oral speech
Mass media (abbreviated mass media, also - mass media) - organizational and technical complexes that provide rapid transmission and mass replication of verbal, figurative and musical information and have the following features:
a) mass character (1000 or more copies)
b) frequency, which should not be less than once a year; c) compulsion: one signal source (broadcaster, editorial office) -
many listeners;
Mass media are divided into print and electronic versions:
1. printed: newspapers, magazines, almanacs, etc.
2. electronic: radio, television, internet, etc.
3. news agencies.
The media play an important role in life modern society. Distinctive feature The media is publicity.
The use of newspapers and magazines in teaching a foreign language has recently attracted the attention of many teachers. Newspapers, magazines and other news items - what can they give us? Here we can talk about a wide range, from general education, expanding horizons to issues such as learning English.
Composition of articles, their content:
fresh stuff. It is an immediate reaction to what is happening in the world, and students become involved in the discussion and connected to the topic, have the opportunity to express their opinion.
authentic material. Relates to real life. The facts obtained from the news are real, taken from life and relevant to all of us.
very wide variety in the choice of topics. We can pick up material on any topic from the life of society, politics, economics, science, environmental protection, sports, entertainment, home and family topics.
The teacher can select material depending on the age group, the objectives of the current lesson, or choose some kind of message about an extraordinary event that can increase students' motivation and desire to learn about the subject of the article through language.
Linguistic features are very diverse in the articles: different styles, types of texts, vocabulary. Students develop listening skills by completing thoughtful tasks. The active and passive vocabulary of students is being replenished, the skill of speech guessing is developing.
Articles and programs are the basis for the development of basic skills and abilities. The teacher gives tasks, such as: find information about something specific in the article; retell the general content of the article; find support for your arguments in the article; write a message based on the material of the article. Working with a dictionary deepens the knowledge of specific terms, and also helps to transfer the basic vocabulary from the category of passive to active through repeated repetitions.
In other words, newspapers, magazines, television news are used not only as a means of obtaining information, but also as
linguistic object. This accomplishes the task of giving meaningful content, the context of the language we are learning.
2.2 The use of printed media in teaching oral speech
One of the most revolutionary developments in recent decades, which has significantly influenced educational process around the world, was the creation of a worldwide computer network, called the Internet, which literally means "international network" (English international net). The use of cyberspace for educational purposes is a completely new direction in general didactics and private methodology, since the ongoing changes affect all aspects of the educational process, from the choice of methods and work style to changes in the requirements for the academic level of students.
The main goal of learning a foreign language in high school is the formation of communicative competence, all other goals (educational, educational, developmental) are realized in the process of implementing this main goal. The communicative approach implies learning to communicate and developing the ability for intercultural interaction, which is the basis for the functioning of the Internet. Outside of communication, the Internet makes no sense - it is an international multinational, cross-cultural society, whose life activity is based on the electronic communication of millions of people around the world speaking at the same time - the most gigantic in size and number of participants in a conversation that has ever taken place. By joining it in a foreign language lesson, we create a model of real communication. Communicating in a true language environment provided by the Internet, students find themselves in real life situations.
Involved in solving a wide range of meaningful, realistic, interesting and achievable tasks, students learn to spontaneously and adequately respond to them, which stimulates the creation of original statements, rather than the stereotyped manipulation of language formulas.
Primary importance is given to understanding, conveying content and expressing meaning, which motivates the study of the structure and vocabulary of a foreign language that serve this purpose. The attention of students is concentrated on the use of forms, and grammar is taught indirectly, in direct communication, excluding the pure study of grammatical rules. The computer is loyal to the variety of student answers, which develops their independence and creates a favorable socio-psychological atmosphere in the English lesson, giving them self-confidence, which is an important factor for the development of their individuality. The development of education today is organically connected with the increase in the level of its information potential. This characteristic feature largely determines both the direction of the evolution of education itself and the future of the whole society. For the most successful orienteering in the world information space it is necessary for students to master the information culture, as well as the computer-screen culture, since the priority in the search for information is more and more given to the worldwide Internet. As an information system, the Internet offers its users a variety of information and resources. The basic set of services may include:
Electronic mail (e-mail);
Teleconferences (usenet);
Videoconferencing;
Ability to publish your own information, create your own home page (homepage) and place it on a Web server;
Access to information resources;
Reference directories (Yahoo!, InfoSeek/UltraSmart, LookSmart, Galaxy);
Search engines (Google, Yandex, Bing, Baidu, Yahoo, AOL);
Online conversation (Chat).
These resources can be actively used in an English lesson. For example, by e-mail you can send important information for study during or outside the lessons.
Teleconference (English teleconference) - a meeting, the participants of which are geographically removed from each other and which is carried out using telecommunications. Teleconferencing is divided into audio conferencing (using voice) and video conferencing (using video). Most often, such conferences are held in real time and thus contribute to the study of unprepared oral speech in English.
The ability to publish your own information, create your own home page and host it on a Web server allows you to save, share and use information to study material that contributes to mastering the English language and speaking in particular.
Access to information resources. Information resources are, in a broad sense, a collection of data organized to effectively obtain reliable information. Since the mass media act as holders of information resources
information, the Internet and libraries, then access to them allows you to get an almost unlimited flow of information for study.
Search engines are a combination of various hardware and software, the main task of which is to search for information in the global network. The search engine for the average user is represented by a regular web interface, which additionally provides various functions for searching for a variety of information posted on Internet resources on the network. Today, there are a large number of search engines, the most famous of which are Google, Yandex, Bing and several others. . All of these systems are based on keyword scanning.
Mastering communicative and intercultural competence is impossible without the practice of communication, and the use of Internet resources in a foreign language lesson is simply irreplaceable in this sense: the Internet virtual environment allows you to go beyond time and space, providing its users with the opportunity to authentically communicate with real interlocutors on topics relevant to both sides . However, we must not forget that the Internet is only an auxiliary technical means learning, and to achieve optimal results, it is necessary to correctly integrate its use into the lesson process.
There are many computer programs available to assist the English teacher and students in learning English. Computer based training programs have many advantages over traditional teaching methods. They allow you to train different kinds speech activity and combine them in different combinations, help to understand linguistic phenomena, form linguistic abilities, create communicative situations, automate linguistic and speech actions, and also provide
the possibility of taking into account the leading representative system, the implementation individual approach and intensification independent work student.
We have analyzed some of them. When introducing and practicing thematic vocabulary, such as shopping, food, clothing, you can use the computer programs "Triple play plus in English", "English on holidays", "English Gold" and others. The stages of working with computer programs are as follows: demonstration, consolidation, control. Let's consider these stages using the example of the computer program "English on holidays".
On the Stage I- introduction of vocabulary, for example, on the topic "Weather". Using the demonstration computer, the teacher selects the automatic mode: pictures appear on the screen depicting natural phenomena: snow-snow, downpour-shower, thunderstorm-thunderstorm, cloudy-humidity, hoar-drizzle, clear-clear, sunny-sunny, cold-cold, cloudy-cloudy, hail-hail and others. Then the phrases follow:
What a beautiful day! - What a beautiful day! What an awful weather! - What terrible weather!
Is it usually as hot as this? - Is it always so hot in here?
What "s the forecast for tomorrow? - What is the weather forecast for tomorrow? It" s windy! - Strong wind blows!
It "s raining - it's raining
Students watch and listen. The operating time is approximately 1 minute.
At the second stage, work is underway to develop pronunciation and consolidate vocabulary. The teacher or student switches the program from automatic to normal mode, clicks the mouse, hovering over the desired word or phrase. Students repeat after the speaker in chorus. If there are several computers in the class, students work
individually or in pairs using headphones and a microphone. The work time is approximately 5 - 10 minutes, it depends on the number of words of the topic being studied.
On the Stage III control of the studied vocabulary is carried out. Students choose a task containing a different number of questions.
4.1. The main elements used when writing a press release are:
Stay on top of the news cycle:
| This point is different for different countries and for different forms of media. | |
| Take advantage of times when there are few events and news (for example, there is usually less news on weekends, summer and holiday times, less events than in the morning and evening, from 1400 to 1800, although journalists are still in the middle of their working day). | |
| the organization should regularly submit new material to the press. This could be 1 press release every 2 weeks, or one per month. Most public organizations do not often give their information to the media. The more often you issue press releases, the more you will be heard. |
4.2. Some General Tips About Writing and Using a Press Release
| A typical newspaper can receive up to 200 press releases per week. Approximately 30% of media articles are heavily based on press releases. | |
| Try to think like a journalist. Think about what's new in the material and what angle it offers. Is it interesting? Is this way of looking at the problem different, new, or unusual? Remember that you are competing with thousands of other events, issues and organizations. | |
| Write like a journalist would. Come up with a headline that grabs attention. Start with the most interesting, exciting, or provocative information. The second paragraph should reinforce the first, and subsequent paragraphs should be written in descending order of importance. | |
| WARNING: Don't make sweeping comments without strong arguments to back them up. Cite facts or research if necessary. | |
| If you've invited a guest, don't just say their name; tell me something interesting about him. Some people arouse interest at the mere mention of their name, but most people are not known. | |
| Make sure there are no spelling or punctuation errors. You should have a proofreader who checks everything before releasing a release. | |
| If necessary, briefly explain the organization's role and/or include an introductory page. | |
| When printing a press release, leave wide margins (the media will need room for editorial changes), print on one side only, and try to make your press release look attractive. | |
| If your initial contact is by mail, take the next steps by phone. Say what you wanted to say in no more than 30 seconds as the reporters are extremely busy. Keep a record of your contacts with the media and their responses. | |
| Think about reinforcing your already published release with other material. If these materials are not published, you may need to rewrite them as a letter to the editor. | |
| If your release hasn't been published, don't be discouraged. Try to find out the reason, then try again. |
4.3. Various types of media contact materials
| Press release: best for print media, which have a lot of time to prepare materials and have limited sources of information. The press release must be written in such a way that it can be republished directly or with few changes. ?(See? section on the main elements of a press release) | |
| Information about upcoming news or events: less formal material, not for direct reprint. Should be faxed or couriered to notify the media of an event that deserves press coverage. All the necessary information in news of this kind should be placed on no more than one page. | |
| sealed letter: Use to convey exclusive information to an interested journalist | |
| Letter to the Editor:? usually those letters are published that respond to news, editorials, or other letters that have been published previously. Contact the newspaper for the requirements (usually 300-500 words). Writing provides an opportunity to put forward your own point of view. | |
| Periodic information: an effective method to provide the media with information about current events. If the information is sent on an attractive flyer with the organization's logo, it is more likely that the media will pay attention to it. A monthly flyer can give journalists an idea of your topic. Further information could be offered at the end of the newsletter for those journalists who are interested. | |
| Facts: Provide reporters with data that should support their story and that they really appreciate. You can offer fact sheets to the media on a range of tobacco control issues, and you can use material already available online if you don't feel like preparing your own. | |
| Flyer or Brochure: Useful for introducing reporters to your organization and the issue you are working on. These materials let them know that you are a trusted source of information in your field. They are also useful for informing reporters about specific tobacco-related issues as a potential topic for future material. | |
| open article: Newspaper editorials or articles posted opposite the editor's column provide another platform to promote your program. Opinion leaders and freelancers often write short essays. Contact the opinion page editor for the requirements for these essays (usually 500-700 words). Information should be timely and offer a different and/or unique perspective on a currently important issue. An open article does not have to be a direct response to already published material. |
Timing - when to send your material to the media
| Always be mindful of reporters' deadlines. If you are not sure about the timing, contact the media staff and find out the most convenient time to send your release. | |
| Please send information about upcoming news or events by mail or fax at least two weeks before the scheduled event for weekly publications, one week for daily publications. | |
| If you have prepared a press release about an event that has already been covered in the news and you hope to get into the same day's radio news bulletin or the next day's papers, your press release should be sent as soon as possible by fax or courier. | |
| Another large-scale press release distribution option that should not be neglected is a commercial distribution service that, for a fee, will distribute your release to any number of media outlets in your country. | |
| Daily newspapers and television news programs prefer to receive press releases in the morning, which gives them the opportunity to prepare materials for release in time. | |
| Weekends - during this time there is usually a lull in the news, which provides good opportunities to promote less hot material. Likewise, January is not a great year for political news, and the media is interested in providing readers with lighter material. | |
| Newspaper columns such as lifestyle, travel or education may only appear once a week and therefore have more time to prepare materials. This also applies to special television programs and magazines that produce material a month in advance. In these cases, you have the choice of when to submit your release. |
Adding photos
Newspapers and magazines add graphics, comics, drawings, and photographs to make stories more interesting. Many newsworthy stories are rated higher by good illustrations.
You can get an editor or reporter interested in your story and increase your chance of getting published by adding pictures or grabbing attention with possible photos. The newspaper can use your illustration or send a photographer.
Photos must be:
Please note that photos are rarely returned.
The most important criteria for placing materials in the media is their news and topical nature. This means that the news should not contain "overwritten" information, which has already been paid attention to by the public and the media more than once.
News is valuable both in itself and in relation to a particular socially significant problem. This link helps to give the news additional meaning and turn the information or problem contained in the news into a socially significant one.
It should be understood that a problem becomes socially significant only if it is discussed in society and the media, i.e. if it is updated. Therefore, it is necessary to use the possibilities of the media to update the events taking place in the activities of election commissions and in connection with the organization and conduct of elections.
Rice. 8. Scheme of actualization of the problem.
The process of updating the problem is the content of what will be discussed, offers a list of topics that will be discussed by citizens in the process of interpersonal communication and in the media. Public opinion regarding the need to turn out for elections cannot appear on its own, since this has practically no effect on everyday life voters. However, the media, constantly broadcasting stories about the expenditure of a large amount of budgetary funds for holding elections, the need for the population to fulfill their civic duty and thereby ensure fair elections, actualize the problem, put it at the forefront of the agenda. Thus, the media form a position and, in response, receive public opinion by changing the attitude of voters to the institution of elections.
The calendar plan for the activities of election commissions or the calendar plan for the main events for the preparation and conduct of elections must be available to the election commissions not only for internal use and organization of the electoral process, but also for provision to the media. Media representatives should be provided with a plan of calendar events implemented by the election commission, since, in accordance with paragraph 11 of Art. 30 of the Federal Law "On Basic Guarantees ...", representatives of the media have the right to be present at all meetings of election commissions, when they work with election documents, and also when counting votes. Media representatives also have the right to get acquainted with the protocols of election commissions on the results of voting or on the results of elections, a referendum, to make or receive from the relevant commission copies of these protocols and documents attached to them. The calendar plan will be useful in that it will allow the heads of the media and journalists to distribute work in advance on covering the activities of election commissions. The calendar plan is less informative than other materials for the media (press release, press kit, article, etc.), which reveal the essence and problem of each of the events, but must be used by election commissions to interact with the media.
The press release is one of the key technology texts for the media. There are two types of press releases: a press release announcing an event and a news press release.
The first of these is short message about the upcoming event and is sent, as a rule, along with invitations to representatives of the media. Its main task is to draw the attention of journalists to the upcoming event, be it a press conference, a meeting, a seminar or a conference held by election commissions.
Example of an announcement press release SCIENTIFIC AND PRACTICAL CONFERENCE "100 YEARS OF RUSSIAN PARLIAMENTARISM"
On May 16, 2006, the Electoral Commission of the Primorsky Territory and the Electoral Commission of the Khabarovsk Territory are holding a scientific and practical conference dedicated to the centenary of parliamentary rism in Russia.
With the keynote speech "A century of Russian parliamentarism: experience and significance for the formation and development of the electoral system" Russian Federation» Chairman of the Electoral Commission of the Primorsky Territory, Doctor of Law, Professor, Honored Lawyer of the Russian Federation Knyazev S.A. .ora region.
Election Commission of Primorsky Krai10
A news press release contains more detailed information on a topic and is distributed at press conferences or by fax, e-mail and regular mail. When compiling a press release and sending it out, it is necessary to take into account the format of the relevant media to which it is addressed.
The volume of the press release should not exceed one page, include a heading with the name of the election commission and its coordinates, the subject and text of the message. The press release must contain clear, complete and clear information, excluding ambiguous interpretation of the facts and not allowing it to be distorted when transmitted to the media. In addition, a press release is designed to direct the thoughts of journalists in a certain direction and
provide a preliminary set of opinions, language and clichés most preferred by election commissions.
WORKSHOP
Example of a news press release IN PRIMORYE ELECTIONS HAVE FINISHED
As of 18:00, the turnout of voters in the elections of deputies of the Legislative Assembly of Primorsky Krai was 34.61 percent. As Sergei Knyazev, chairman of the Electoral Commission of the Primorsky Territory, noted, turnout in all constituencies exceeded the 20 percent threshold. This means that the elections were held both in a single constituency, where 20 deputies are elected according to a proportional system (according to party lists.), and in single-mandate constituencies.x.
According to Sergei Knyazev, no emergency situations that would threaten to disrupt the elections have been registered. However, there are allegations of violations in the voting process. So, 20 district commissions received 18 appeals from the participants of the electoral process, the regional election commission - 6 appeals, 3 appeals - to the prosecutor's office, 65 - to the regional police department. Not a single appeal was received by the regional court.
The fact that the elections in Primorsky Krai are taking place calmly and in a working mode is also evidenced by the opinion of observers, including Lyudmila Demyanchenko, a member of the Central Election Commission of the Russian Federation with the right to vote, as well as representatives of the election commissions Ha, Barovsky and Kamchatka Territories, Amur Region.
During the day they visited more than 50 polling stations in Vladivostok, Ussuriysk and Artyom and nowhere noted serious violations in the work of precinct election commissions.
The first voting results will be known after 23:00 local time. As data become available from district and territorial commissions, they will be published on the WEB-site of the administration of Primorsky Krai in the section of the Electoral Commission of Primorsky Krai.
Election Commission of Primorsky Krai11
A press kit (mediakit) (from the English kit - equipment, kit) is a package of documents for the media. Press kit
is prepared if there is a need to provide journalists with a significant amount of information that is difficult to perceive by ear and takes a long time to announce. A well-prepared press kit helps media representatives to better understand the essence of the problem and reflect it most fully and objectively in their publications. The press kit may contain decisions of election commissions related to the preparation and conduct of elections, a referendum and the announcement of their results, which must be published in accordance with the provisions of the Federal Law "On Basic Guarantees of Electoral Rights and the Right to Participate in a Referendum of Citizens of the Russian Federation" in state or municipal periodicals, as well as transmitted to other mass media in the amount and within the time limits established by the specified law (paragraph 2 of article 30; paragraph 2-4 of article 72).
For example, when election commissions hold a press conference on the eve of the upcoming elections, the following documents may be included in the press kit.
1. The composition of the election commission with functional duties and contact information.
2. Calendar plan of events for the preparation and conduct of elections.
3. Information about registered candidates.
4. List of electoral districts.
5. Extracts from the legislation concerning the most typical situations during the electoral process.
6. One of the most interesting new programmatic interviews with the Chairman of the CEC of Russia.
7. Latest release Bulletin of the Central Electoral Commission of Russia or "Journal of Elections", containing information close to the topic of the press conference.
Articles refer to the form of materials that can be prepared not only by professional journalists, but also by the employees of the election commissions themselves and transmitted in finished form to the media. Articles are informative, aimed solely at conveying certain information to the readership, as well as analytical, containing a detailed study of a particular problem. In addition, there are articles that have a review nature and are devoted to the description of a particular case. As a special genre, an author's article should be singled out, which is written on behalf of the chairman or members of the election commission and is designed to reflect the most interesting aspects of the activities of the election commission and emphasize their competence.
Appeals and statements of election commissions are called upon to announce and explain the position of election commissions on a particular issue. They can also serve as a means of increasing the activity of voters, preventing the use of “dirty” electoral technologies, refuting or confirming facts and information related to elections or the activities of election commissions. Usually appeals and statements of election commissions are short and unambiguous documents addressed to all voters or a specific target group (candidates, members of political parties, etc.).
WORKSHOP
OFFICIAL STATEMENT OF THE ELECTION COMMISSION OF THE MUNICIPALITY "CITY OF ASTRAKHAN"
Attacks against the election commission of the city of Astrakhan, caused by its decision to go to court to cancel the registration of one of the candidates for mayor, did not come as a surprise to anyone. We therefore declare that any allegations of subjective approach by the city election commission are unfounded.
Serious financial violations by the candidate in the course of his campaign were legal grounds for going to court. Financing your election campaign at the expense of the funds of another candidate is illegal, as it contradicts paragraph 5 of Art. 48 of the Federal Law “On Basic Guarantees of Electoral Rights and the Right to Participate in a Referendum of Citizens of the Russian Federation”.
A candidate who, with varying degrees of success, has gone through more than one election campaign and is himself one of the developers of the Law of the region “On the election of deputies of representative bodies of local self-government and heads of municipalities in the Astrakhan region”, must
We must be well aware of the requirements of the current legislation, which are mandatory for all participants in the election campaign without exception. The appeal of the city election commission to the court was a natural result of the violations committed by the candidate. The failure of the candidate's representatives to appear in court on November 23, 2004 was the reason for the adjournment of the court session to November 26, 2004. Irrespective of the decision of the district court on the issue of deregistration of a candidate, the duty of the Astrakhan City Election Commission is to respond to any violations of the current electoral legislation.
Absolutely groundless is O. Shein's statement about “large-scale and forced” early voting in the city. Under Russian law, any citizen has the right to vote early. To do this, he only needs to write an application to the relevant election commission indicating good reason: assignment, vacation, performance of official duties on election day, etc. For 6 days, about 200 people voted ahead of schedule in the election of the mayor of the city. For a city with more than 367,000 voters, such figures cannot even be called “large-scale” even with a big stretch.
In conclusion, we add that no accusations against the election commission of the city of Astrakhan are for it a reason to deviate from the requirements of the election legislation, restrict the rights of citizens to early voting or turn a blind eye to violations of candidates during the election campaign.
Chairman of the Electoral Commission municipality"City of Astrakhan" S.V. ANTONOV.