1. Look through the questions below and give possible answers. The n read the text “The Industry Today” and check your predictions

1. What is the purpose of many public relations programs?

2. What is publicity?

3. What is publicity designed to?

4. Who decides whether an organization’s information qualities as news and is worthy of being published or broadcast?

5. What must a public relations writer understand to work effectively?

THE INDUSTRY TODAY

Modern public relations evaluates a product or individual's public perception through market research and situation analysis. Once data is collected and challenges are identified, solutions are presented in a campaign strategy to meet goals and objectives. Techniques may vary from campaign to campaign but some standard tools used are: press releases, press kits, satellite feeds, pod casts, web casts, wire service distribution of information, and publishing of information material and internet placement. Others include entertainment product placement (television, events, and celebrity), product launches, press conferences, media seminars, producing events, speech writing, establishing partnerships and community relationships. Although public relations professionals are stereotypically seen as corporate servants, the reality is that almost any organization that has a stake in how it is portrayed in the public arena employs at least one PR manager. Public relations is an important management function in any organization.

An effective public relations plan for an organization is developed to communicate a message that coincides with organizational goals and seeks to benefit mutual interests whenever possible. As industry consolidation becomes more prevalent, many organizations and individuals are choosing to retain "boutique" firms as opposed to so-called "global" communications firms. These smaller firms typically specialize in only a couple of practice areas and thus, often have a greater understanding of their client's business. Because they deal with certain journalists with greater frequency, specialty firms often have stronger media contacts in the areas that matter most to their clients. Added benefits of smaller, specialty firms include more personal attention and accountability, as well as cost savings. This is not to say that smaller is always better, or others but there is a growing consensus that specialty firms offer more than once considered.

Public relations and publicity are not synonymous but many PR campaign include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR planning. A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. Lobby groups are established to influence government policy, corporate policy, or public opinion. These groups claim to represent a particular interest.

2. Match the word to its definition and then reproduce them in the sentences of your own:

1. foster a). improving a situation

2. beneficial b). to encourage sth to develop.

3. accountability c).money that sb invests in a company

4. a stake d) .proposals for greater police accountability

5. prevalent e). a person or company that is involved in a particular

organization , project, system.

6. stakeholder f). that exists or is very common at a particular time or in a particular place.

3. Translate the following words and phrases from the text above into Russian and then reproduce them in the situations of your own.

- publicity; - corporate servants;

- target audience; - a special event;

- celebrity; - a limited audience;

- lobby group; - by definition;

- Internet placement; - to benefit a customer;

- accountability;

Follow-up

1. How do you understand the following statements?

- In many cases, publicity is strongly marketing oriented and designated to generate sales.

- Our society is experiencing widespread information clutter.

- Don’t try to blanket the media with a blizzard of news items.

2. Develop the following statements expressing your personal opinion. (To express your opinion correctly see Appendix 2)

- A major objective of many public relations programmes is to get publicity for the employer to the client.

- Placing news and information (publicity) in the news media should be done with the objective of helping the organization achieve goals.

- Publicity is difficult to achieve.

TEXT 3

Before you read

1. Read the passage and guess the meaning of the words in bold and use them to complete the gaps in the sentences below.

What is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is both useful and entertaining for their readers. This is where you, the business owner or marketing executive, come in. When thinking of public relations, many things may come to mind, like: sweaty palms as you pick up the phone to try and convince a reporter how great your business is; getting writers block while trying to write a press release about your company; countless hours of faxing your story to hundreds editors just to find out that your piece did not make it

print.

1 .Sponsoring the local team is good for _______ .

2. Her speech made a profound _______ on everyone.

3. Any event attended by the actor received widespread ______ coverage.

4. You’ll need to ______ them of your enthusiasm for the job.

5. Could you ______ it to me?