3. Answer the following questions:

1. How are public relations defined as?

2. How does PR help an organization and its public?

3. What is PR today?

4. What is the first / second step in a good PR program?

5. What is the final step in a PR program?

6. What is publicity?

7. What are the advantages of publicity over other marketing promotions?

8. What are the disadvantages of publicity?

9. What tools of marketing promotion do you know?

10. What fundamental technique is used in PR?

4. Give Ukrainian equivalents of the following:

awareness, to alter, several disadvantages, in the public interest, various media, essential function, to tailor, promotional tool, cause, development of policies, target audience, sales promotion, fundamental technique, to identify policies, to publish free, to achieve the mission, effective component, communication dialogue, publicity release, nationwide, mass media, explicit responsibility.

5. Give English equivalents of the following:

виконувати програму дій, як результат, розуміння громадськості, засіб спілкування, через засоби мас медіа, громадський інтерес, з іншого боку, рекламне повідомлення, більше того, оцінювати ставлення громадськості, давати знати, так часто як необхідно, вигідні відносини, розташовувати на першій сторінці, дешевий, викидати, двостороннє спілкування, безкоштовно, стратегічно, громадська обізнаність, контролюючий, чітко визначена відповідальність, поширювати інформацію, обопільно.

6. Match and learn the synonyms:

A: to foster, beneficial, to gain, front page, to define, person, device, to alter, to spread, to appreciate, responsibility;

B: duty, useful, to term, individual, to evaluate, to get, to widen, to change, tool, first page, to encourage.

7. Match and learn the opposites:

A: advantage, public, good, necessary, ability, front, effective, to earn, to send, positive, cheap, to throw away, often, understanding;

B: disability, negative, ineffective, expensive, misunderstanding, to spend, to receive, disadvantage, bad, back, to gather, rarely, unnecessary, individual.

8. Complete the sentences using the proper words from the list below:

propaganda, publicity release, acceptance, public interest, inform, target audience, bombarding, public relations ,adapt mutually

1. Publicity is one function of the ... … department. 2. A fundamental technique used in public relations is to identify the … … and to tailor every message to appeal to that audience. 3. The final step in a PR program is to take action to earn public understanding and …. 4. Public relations help an organization and its public to … … to each other. 5. The media do not have to publish a … …, and most are thrown away. 6. It is not enough to act in the … …; you must also ... people of that fact. 7. One does not earn understanding by … the public with ....

9. Put questions to the words in the italics:

1. Publicity may be placed on the front page of the newspaper or in some other very prominent position. 2. The second step in a good PR program, after listening, is the development of policies and procedures that are in the public interest. 3. The essential function of public relations includes research, planning, communications dialogue and evaluation. 4. Publicity is an effective component to the tools of marketing promotion such as advertising, personal selling, and sales promotion. 5. Publicity often has several advantages over other marketing promotion such as advertising. 6. Publicity is much cheaper than advertising, because it is published free. 7. Advertising can be repeated as often as needed.