Public Relations

1. Read and learn the following words and word combinations:

public relations – зв’язки з громадськістю;

to define – визначати;

to evaluate [i΄væljueit] – оцінювати;

procedure [prə΄si:dʒə] – процес, операція, процедура;

acceptance [ək΄septəns] – прийняття, схвалення;

to adapt [ə΄dæpt] – пристосовувати, адаптувати;

mutually [΄mju:tjuəli] – обопільно, взаємно;

supervisory [¸sju:pə΄vaizəri] – контролюючий;

to foster – заохочувати, сприяти розвитку;

to appreciate [ə΄pri:∫iəit] – 1) високо цінувати, 2) усвідомлювати;

beneficial [¸beni΄fi∫əl] relationships – вигідні (корисні) відносини;

two-way communication – двостороннє спілкування;

explicit responsibility – певна (чітко визначена) відповідальність;

promotional tool – засіб просування;

device – прийом, засіб;

action-oriented department – відділ зорієнтований на діяльність, дієвий;

propaganda [¸prəpə΄gændə] – пропаганда;

to act– діяти;

to spread – поширювати, розповсюджувати;

to gain – здобувати, отримувати;

public awareness [ə΄wεənis] – громадська обізнаність (поінформованість);

marketing promotion – просування на ринку;

to reach –доходити (висновку), досягати;

prominent position – вигідне позиція (позиція);

release –публікація, випуск,

to throw [θrou] away – викидати, вилучати;

to alter [΄o:ltə] – змінювати;

on the other hand – з іншої сторони;

to tailor – адаптувати, пристосовувати;

to appeal – звертатися, закликати, приваблювати;

nationwide audience – загальнонаціональна аудиторія;

worldwide audience – всесвітня аудиторія;

2. Read and translate the text: Public Relations

Public relations (PR) are defined as a management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organization with a public interest, and executes a program of action to earn public understanding and acceptance. Public relations help an organization and its public to adapt mutually to each other. The essential function of public relations includes research, planning, communications, dialogue and evaluation.

Today PR is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its mission and values. Essentially it is a management function that focuses on two-way communication and fostering of mutual beneficial relationships between an organization and its public.

PR is one department in an organization that has explicit responsibility for listening to the public. The second step in a good PR program, after listening, is the development of policies and procedures that are in the public interest. Public relations should not be just a promotional tool or a communication device; it should be an action-oriented department with the responsibility to adapt the organization to the public’s wants and needs.

The final step in a PR program is to take action to earn public understanding and acceptance. One does not earn understanding by bombarding the public with propaganda; one earns understanding by having programs and practices in the interest and letting people know that you have them. It is not enough to act in the public interest; you must also inform people of that fact.

Publicity is one function of the public relations department. Publicity is any information about an individual, a product, or an organization that is distributed to the public through the media.

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.

Publicity is an effective component to the tools of marketing promotion such as advertising, personal selling, and sales promotion.

Publicity often has several advantages over other marketing promotion such as advertising. For example, publicity may reach people who would not read an advertising message. Publicity may be placed on the front page of the newspaper or in some other very prominent position. Of course, publicity is also much cheaper than advertising, because it is published free.

But there are several disadvantages, as well. The media do not have to publish a publicity release, and most are thrown away. Furthermore, the story may be altered so that it is not so positive. There is good and bad publicity. Once a story has run, it is not likely to be repeated. Advertising on the other hand, can be repeated as often as needed.

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.