Sloppy Reporting

A last year survey found that 83 percent of the public relations directors thought that sloppiness on the part of reporters was the major reason for inaccurate stories.  Reporters were also faulted for not doing their research before writing a story and not understanding the topics they were writing about.

The same criticisms are echoed by business directors. Most directors agree with the statement «If I talk to the press, I am almost invariably misquoted». Three-fourths of the respondents also agree with the statement «The knowledge base of business reporters leaves a lot to be desired». Other problems with the press, say the directors, are tendencies to sensationalize, to overemphasize the negative, and to make simplistic generalizations.

These surveys point out an important responsibility for PR-people: It is part of your job to educate top directors about how the media work and what they need to give a fair, objective story.

This education may include training directors to give a 30-second «soundbite» answer to a complex question and even how to handle aggressive reporters. At a more basic level, you have to teach executives that news reports are «first drafts of history» that occasionally get garbled or distorted as they go through several levels of personnel at a newspaper, magazine, or broadcasting station.

You also have to take into consideration that many reporters are generalists who have little or no background on the subjects they are asked to cover. When you are dealing with a reporter who is not familiar with your business or industry, you must explain the subject thoroughly and provide background material. This will help the reporter do a better job, and it gives you a reasonable chance to ensure that the story will be accurate.

Vocabulary

background	образование, опыт
distort	искажать
echo	повторять
fault smb.	обвинять к.-л., критиковать
garble	коверкать
generalization	обобщение
handle smb.	обращаться с к.-л., справляться с к.-л.
invariably	неизменно
leave a lot to be desired	оставлять желать лучшего
misquote	исказить ч.-л. слова
occasionally	время от времени
on smb’s part	co стороны к.-л.
overemphasize	излишне подчеркивать
sensationalize	гнаться за сенсацией
simplistic	чрезмерно упрощенный
sloppy	неряшливый, небрежный
sound bite	краткая выдержка из речи, выступления, цитата, используемая в радио- и телепередачах
survey	опрос
thoroughly	тщательно, всесторонне

---

1)    Find the English equivalents in the text. Use them in sentences of your own:

1. объективный
2. честный
3. иметь дело с кем-либо
4. базовые знания
5. обращать внимание
6. основная причина чего-либо
7. критические замечания
8. склонность к чему-либо
9. подчеркивать
10. ответственность

2)    Find the words in the text which describe or mean the following

1. A very short part of a speech or statement, especially made by a politician, that is broadcast on television or the radio
2. someone who answers questions
3. a set of questions that you ask a large number of people in order to find out about their opinions
4. to make a mistake in reporting what someone else has said

3) Маке up a few sentences with the following words and word-combinations

• to cover a subject
• to make a generalisation
• a survey
• to provide background material

4) Translate the following sentences into Russian

• The story was sensationalized for the sole purpose of selling newspapers.
• He has a background in computer engineering.

5) Match the words which are close in their meaning

knowledge base	manage
tendency	careless
handle	perfectly
sloppy	background
thoroughly	trend

6) Match the words having the opposite meaning

familiar	careless
thoroughly	contradict
occasionally	unaware
agree	biased
fair	regularly
accurate	superficially

7)    Insert prepositions where necessary

for, of, on, to

1. This education may include training executives to give a 30-second «sound-bide» answer_____ a complex question and even how to handle_____ agressive reporters.
2. A survey found that 83 percent_____the public relations directors thought that sloppiness_____the part _____ reporters was the major reason _____    inaccurate stories.
3. This will help    the reporter do a better job.

8)    Answer the following questions

1. What did a survey find?
2. Who are the same criticisms echoed by?
3. How many respondents agreed with the statement «the knowledge base of business reporters leaves a lot to be desired»?
4. What are other problems with the press?
5. In what way can executives be educated?
6. What else should also be taken into consideration to ensure that the story will be accurate?

9)    Can you explain the following:

You have to teach executives that news reports are «first drafts of history» that occasionally get garbled or distorted as they go through several levels of personnel at a newspaper, magazine, or broadcasting outlet.

10)    Agree or disagree:

1. Other problems with the press are tendencies to sensationalize, to overemphasize the negative, and to make simplistic generalizations.
2. …. many reporters are generalists who have little or no background on the multitude of subjects they are asked to cover.

Make sure to use the following expressions:

• True enough
• I’m not sure
• I quite agree
  I couldn’t agree more
• I’m afraid I don’t agree
  Beyond all doubt
• I’m not so sure
• Looks like that

11)    Render the following item in English: