Public Relations in the contemporary world: Insight into Profession. Н. В. Лаштабова

out who the quotes’ authors are and be ready to share the information with your groupmates. Pay attention to some useful formulas in Exercise 10 used when contrasting your ideas, guessing, disagreeing and saying “No” nicely.

      Richard Stengel

      “They are learning while they are doing which is how young people are learning today, and I think it’s a fantastic place for them”.

      David Remnick

       “98 % of the people who get the magazine say they read the cartoons first – and the other 2 % are lying”.

      “What stores are around, what stores aren't around, what advertisers want to present as an ideal woman or man, passing prejudices, things that you would never say now that you could say then”.

      Chris Johns

      “We want you to find stories that are relevant, [that] you can apply directly to your life. Surprising, in-depth, contextual stories that help us make good decisions about the future”.

      Kate White

      “We try not to be all things to all women. You'll never find anything about babies in our magazine, except what a single reader might be interested in.”

      10 . Useful Formulas

Saying 'No' Nicely

      Sometimes you need to say no when someone makes a suggestion, offers something or asks you to do something for them. Of course, saying just 'no' can be rather rude. Here are some of the most common ways to say 'no' nicely – or at least not rudely. Would you like to see a film tonight?

      I'm afraid I can't go out tonight.

      I've got a test tomorrow.

      Sorry, but I don't particularly like Chinese food.

      I'd really rather not take a walk this afternoon.

      Would you like to come to the museum with us?

      Thank you, but it's not my idea of a fun afternoon out.

      Let's go for a drive Sorry, I'm not really fond of driving for the fun of it.

      Why don't you stay the night?

      That's very kind of you, but I really have to get back to the city.

      NOTE: Notice how we often say 'thank you' in some way before refusing the offer. When someone makes an offer it is polite to first thank that person and then say no, often offering an excuse for not wanting or being able to do something. Just saying 'no' is considered very rude behavior indeed!

Disagreeing

      Here are a number of useful phrases used when disagreeing or expressing another opinion. Notice that a number of these expressions employ the first or second conditional.

      I wouldn't do that. I would…

      But if we…

      I'm afraid I have to disagree with you.

      Don't get me wrong, …

      Even so, if…

      Don't forget that…

      Very true, but…

      Examples:

      I wouldn't do that. I'd speak to the teacher first and see what she says. But if we don't make those investments, we'll risk losing market share. Don't get me wrong, I just think we should look at some other options before making a decision.

      Even so, if we change classes this late, we might not get a passing grade. Don't forget that you still need to finish all your homework BEFORE you can do that. Very true, but we still need to get the garden in shape before building a new deck.

Contrasting Ideas

      There are a number of formulas used when contrasting ideas in English. Here are some of the most common:

      We'd love to stay for dinner, but we have got to get going.

      They decided to stay in the area, in spite of their problems with the local residents. Despite the difficulties of a long journey, Peter decided to visit India.

      Getting a good job is hard work, however, most people eventually find one with patience. There were a number of people who came, although the hotels were not equipped to handle them all.

Guessing

      There are a number of ways to guess in English. Here are some of the most common:

      • I'd say he's about ready to quit his job.

      • It might need some oil.

      • He could be in the garden.

      • It looks like a miniature motor.

      • Perhaps he needs some time off work.

      • Maybe they want to come and visit this summer.

      • It's difficult to say, but I'd guess that it's used for cleaning house.

      • I'm not really sure, but I think they enjoy hiking in the mountains.

      5 Tomorrow’s journalism new technology, new ethics? Jay Black

      In the following selection, Jay Black ponders the ethical implications of new communication devices like mini-cams and portable VDTs, which may shift gatekeeping decisions into the hands of younger field reporters and so mitigate against careful decision making on the part of new staffs. Will newsrooms, as they adapt to more sophisticated communication technology, attract journalists who are less committed to factual reporting than they are to the style, glamour, and gimmickry of the profession in "this neovideo age"? Jay Black is chairman of the Department of Journalism at the University of Alabama. One ramification of the communications revolution we rarely hear discussed, but one we would do well to consider, is that the drastic alterations in how we communicate with each other in the future may quite possibly revolutionize the very definition of what it means to be a journalist. At base, some important ethical questions are raised. VDTs [video display terminals] and mini-cams are standard equipment for today's journalists. Satellite dishes adorn nearly every news outlet, print or electronic. Novel and intriguing in their own rights, they are merely the outward signs of a revolutionary system that will soon link almost all of us, everywhere, in a gargantuan electronic and computerized global village. Buck Rogers telecommunications devices are becoming increasingly commonplace in American and European homes. Satellite and cable-fed messages are now being received on microcomputers interfaced with television screens and printers. Dow Jones, Knight-Ridder, Warner-Amex, and other media companies are experimenting with two-way interactive systems that allow instantaneous and customercontrolled delivery of news, information, entertainment, banking, security, mail delivery, and direct marketing of a great many products.