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Модуль 6: Связи с общественностью. Психология массовой коммуникации.

Text13 Public Relations

Public Relations (PR) is a 20th century phenomenon. It is the art and science of managing communication between an organization and its key audience to build, manage and sustain its positive image.

PR is often confused with advertising. It is, however, a distinct branch of communication and involves informing and educating the public about the activities or philosophy of an organisation. PR is a powerful management function and a serious business activity. The importance of PR is growing by the day. Both government departments and the private sector have realised that advertising must be supplemented with an effective PR. This helps in two aspects: first in keeping close to the customer to satisfy needs and anticipate changes in customer demand, and second, to create a favourable impression among the people which advertising may sometimes not do.

The functions of PR can be described as follows:

  1. Press Relations: One objective of the PR manager is to ensure that the press write about the company favourably. For this, relations with media correspondents have to be maintained. They have to be provided with information and handouts.

  2. Communications: Customers, suppliers, employees, dealers and others in contact with the company must know what it is doing or plans to do in the future. Misunderstandings may otherwise arise which may affect the business in the long run.

  3. Lobbying: Effective PR can influence public policy. An important function of the PR professional will be to maintain close relations and convince influential people in various walks of life

  4. Counseling: Doubts have to be removed from the minds of people through meetings and counseling, which will help keep a direct contact and not let doubts remain, which may have an adverse impact on the company.

Corporations use marketing public relations to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Corporations also use public-relations as a vehicle to reach legislators and other politicians, seeking favorable tax, regulatory, and other treatment. Non-profit organizations, including schools, universities, hospitals, human and social service agencies use public relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services. Politicians use public relations to attract votes and raise money. Nowadays, most PR companies have a team that will come from a mixture of media backgrounds and may be able to offer all sorts of PR-related services such as branding, marketing, copywriting and advertising.

Edward Louis Bernays (November 22, 1891 – March 9, 1995) is considered one of the fathers of the field of public relations along with Ivy Lee. Combining the ideas of Gustave Le Bon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, Bernays was one of the first to attempt to manipulate public opinion using the subconscious. Bernays pioneered the PR industry's use of psychology and other social sciences to design its public persuasion campaigns. "If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?” Bernays played a major role in defining the industry's philosophy and methods and thus is widely praised as the "father of public relations".

The importance of PR is expected to grow in times. One reason is that globalisation has made a lot of difference to the business environment. Global companies are very effective in PR activities. As advertising is becoming prohibitively expensive, companies understand that their campaign must have an element of direct contact also since that is the only way to know how the customers perceive the company or particular products. The future of public relations is thus very bright and will often be done in conjunction with other media.

Questions:

  1. What are Public Relations?

  2. What are the functions of PR?

  3. Why do corporations use marketing PR?

  4. Why is PR necessary for non-profit organizations?

  5. How do politicians use PR?

  6. What is the result of effective PR?

  7. Who is Edward Bernays?

  8. What are the reasons of using media by PR?

  9. What kind of team do most PR companies have?

  10. Why is the importance of PR expected to grow in time?

Text14 Psychology of Mass Communication

Psychology is the science of mind and behavior; it involves the scientific study, of mental processes such as such perception, cognition, emotion, personality, behavior, and interpersonal relationships. Psychology is a broad and diverse field and some of the major areas of research are Cognitive Psychology, Industrial-Organizational Psychology,  Personality Psychology, School Psychology, Social Psychology, etc.

Mass communication is the term used to describe the academic study of print and electronic media such as newspapers, magazines, radio, television, internet which are used for disseminating news and for advertising. Psychologists find out how the mind can function to a person's benefit and mass media play a significant role in shaping public perceptions on a variety of important issues.

The basic purpose of PR is to persuade and influence people. Thus to be effective PR specialist should understand public opinion and individual`s attitude and in this case the knowledge of main psychological approaches are important.

Gustave Le Bon a French social psychologist was the author of the theory of crowd psychology which  became important during the first half of the twentieth century when it was used by media researchers. Crowd manipulation is the intentional use of techniques based on the principles of crowd psychology to engage, control, or influence the desires of a crowd in order to direct its behavior toward a specific action. This practice is common to politics and business. Combining the ideas of Gustave Le Bon on crowd psychology with the psychoanalytical ideas of his uncle, Dr. Sigmund Freud, Edward Bernays was one of the first to attempt to manipulate public opinion using the subconscious. Edward Bernays, the so-called “Father of Public Relations”, believed that public manipulation was not only moral, but a necessity. He argued that “a small, invisible government who understands the mental processes and social patterns of the masses, rules public opinion by consent.” He was the inventor of some of the most important and influential modern PR techniques such as Press Release and Third Party Advocacy.

Here is a list of the main methods of influence through psychology:

  • Persuasion

  • Impromptu effect

  • Panic Phenomenon

  • Visual impression

  • Method of reiteration

  • Laconism

  • Charisma or the idea dominations over the mind

  • Individual dependence on the crowd

All these factors should be taken into account while organizing any PR campaign. Public opinion does not really exist until something affects a number of people. Someone must call for action, and PR specialist should use his knowledge properly to create favourable opinion about an organization, its goods and services.

Questions:

  1. What is Psychology?

  2. What are some of the major areas of research in Psychology?

  3. What is mass communication?

  4. What is the basic purpose of PR?

  5. Who was Gustave Le Bon?

  6. What is Crowd manipulation?

  7. Who was Edward Bernays?

  8. Who was the inventor of some of the most important and influential modern PR techniques?

  9. What are the main methods of influence through psychology?

  10. Why should a PR specialist be aware of psychological approaches?.

ENGLISH-RUSSIAN VOCABULARY OF TOURISM AND HOTEL BUSINESS

A

a la carte

порционное меню

access

доступ

accommodation

размещение

to accompany

сопровождать

account

счет

to advertise

рекламировать

adjust (letters of adjustment)

письмо-урегулирование

advertisement

рекламное объявление

advertising

реклама

affect

влиять; воздействовать

affluent

влиятельный; состоятельный

affordable

допустимый; по средствам

air-conditioning

кондиционер

amenity

удобство

amusement park

луна-парк

antitrust

антимонопольное право

appliances

электрические бытовые приборы

to appoint

обставлять, оснащать мероприятия, меры, приготовление

to arrange

организовывать

assignment

должность, назначение; распределение, задание

assistance

помощь,содействие

B

bacon and eggs

яичница с грудинкой

background music

музыкальный фон

bank on

полагаться на; делать ставку

banqueting services

обслуживание банкетов

bartender

бармен

be accustomed

привыкнуть

be liable

быть ответственным

beauty parlour

салон красоты

bed & breakfast

размещение и завтрак

bell Service

служба посыльных

bellman

посыльный

benefit

выгода; приносить пользу

beverage

напиток

billboard

рекламный щит

boating

путешествие на лодке

book

бронировать; заказывать

bonus

премия

brunch

поздний завтрак ,ранний

burglary

кража со взломом

business tourism

деловой туризм

butler

дворецкий

C

carrier

перевозчик, транспортная

компания

to cater for

обслуживать

caterer

организатор общественного питания

catering

питание

catering Department

отдел общественного питания

cereals

овсяная каша

chambermaid

горничная

charter flight

чартерный рейс

to check out

выезжать из гостинницы

chief animator

шеф-аниматор

coaching

путешествия на автобусе

cocktail lounges

зал для коктейля

coffee shop

кафетерий

complaint

жалоба

confirm

подтверждать

consume

потреблять

consumer

потребитель

continental breakfast

континентальный завтрак

convention

конгресс

counter

стойка

crisp biscuits

хрустящее печенье

cruising

круизные путешествия

cuisine

национальная кухня

customer

клиент; покупатель

cycling

велотуры

D

delicious dish

вкусное блюдо

deliver

доставлять

to deliver messages

доставлять сообщения

deluxe hotels

гостиницы класса «люкс»

demand

спрос; требование

destination

место назначения

detour

заезд в

detriment

ущерб, вред

disadvantage

недостаток

discount

скидка

disposable income

свободные средства; средства, превышающие прожиточный минимум

distribution chain

транспортная сеть, сфера обращения

dominant

основной; главный

double room

двухместный номер

dry-cleaning

химчистка

to dust

вытирать пыль с

E

economic flows

экономические вливания; деньги

elevator

лифт

emergency

чрезвычайное происшествие,чрезвычайные обстоятельства

emergency exit

аварийный выход

employee

служащий, работающий по найму, работник

empowerment

полномочие

encompass

содержать, включать в себя

entertainment venue

место проведения увеселительного мероприятия

equipment

оборудование,оснащение

escort

сопровождать

executive floors

помещения для проведения официальных мероприятий

expensive hotels

дорогие гостиницы

extra bed

дополнительная кровать

F

facilities

удобства,средства

familiarization tourism

ознакомительный туризм

fashionable

модный, фешенебельный

to fit

оснащать

flood

наводнение

floor

этаж

Food and Beverage Department

отдел питания и напитков

front desk

стойка отдела приема; рецепция

full board

полный пансион

furnish

меблировать

G

gain the edge over rivals

превзойти конкурентов

to gain a reputation

завоевать репутацию

to gamble

играть в азартные игры

goal

цель, задача

goods

товары

gripe

жалоба

guestroom

гостиничный номер

H

for hire

по найму

half board

полупансион

haute cuisine

изысканная кухня

health club

клуб здоровья

health tourism

оздоровительный туризм

hiking

пеший туризм

hire

наем; нанимать

holiday camp

лагерь отдыха

holiday tourism

каникулярный туризм

home-made dish

блюдо домашней кухни

hotel facility

гостиничное оборудование

hotel services

гостиничные услуги

Housekeeper

заведующий службой горничных

Housekeeping Department

отдел горничных

I

implement

претворять в жизнь

inn

недорогая загородная гостиница

inaugural journey

первый рейс

incentive tourism

поощрительный туризм

income

доход

inevitably

обязательно; неизбежно

inexpensive hotels

недорогая гостиница

informal restaurant

обычный ресторан

inhabitants

жители

inquiry (letter of inquiry)

письмо-запрос

Insure

обеспечивать; гарантировать, страховать

intake

приток

integrity

нетронутость, неприкосновенность

irresponsible

безответственный

itinerary

спланированный маршрут

K

key service

выдача ключей

to keep physically fit

поддерживать

L

labour-intensive

трудоемкий

lavatory

туалет

laundry

прачечная

leaflet

листовка

leisure tourism

досуговый туризм

level-headed

уравновешенный

lobby

вестибюль, холл гостиницы

location

местоположение

lodging

меблированные комнаты

loyal client

постоянный клиент

luxury restaurant

роскошный ресторан; ресторан класса «люкс»

M

maid

горничная

marmalade

мармелад; апельсиновое варенье; повидло

mass media

средства массовой

информации

to meet the standards

отвечать стандартам, соответствовать нормам

moderate hotels

гостиницы среднего класса

modest

скромный

modestly

скромно

monetary

денежный; валютный

motoring

автотуризм,

путешествия на автомобиле

mountain tourism

горный туризм

mountaineering

альпинизм

N

neat

аккуратный, опрятный

negligence

небрежность, халатность

negotiations

переговоры

neighbourhood

район, квартал

non-resident

не постоялец, не гость отеля

O

obligation

обязательство

offer (letter of offer)

оферта, письмо-предложение

order (letter of order)

письмо-заказ

P

pantry

буфетная; кладовая

place of residence

место проживания

porter

носильщик

porterage

переноска багажа

profit

прибыль

prospect

заинтересованное лицо; потенциальный заказчик

produсer

производитель

promotion

продвижение на рынок

Public Relations Department

отдел связи с общественностью

purchase

покупать

Q

quotation

котировка по ценам

R

for recreational purpose

с целью восстановления здоровья

range of extras

перечень дополнительных услуг

rate

класс, разряд

reception desk

стойка отдела приема; рецепция

recreational facilities

оздоровительные услуги

recreational purpose

цель восстановления здоровья

regular flight

регулярный рейс

relate

относиться; иметь отношение

relevant

соответствующий; имеющий отношение к делу

to require

требовать

reservation department

отдел бронирования

resort

курорт

resident

постоялец, гость отеля

restriction

ограничение

retail

в розницу

retailer

продавец в розницу

retire

уходить на пенсию

reward

вознаграждение

rival

соперник, конкурент

robbery

грабеж

room service

обслуживание в номер

route

маршрут

S

safe-deposit box

индивидуальный сейф

sales Department

отдел продаж

scale

масштаб, размер

secure

застраховать

security

безопасность

Security Department

отдел безопасности

select

выбирать, отбирать

seller

продавец

to set a target

ставить задачу,цель

shopping malls

торговые места

shop-assistant

продавец в магазине

sightseeing tourism

экскурсионный туризм

sightseeing

осмотр

sightseeing tour

экскурсия

single room

одноместный номер

snack

легкая закуска

sophisticated atmosphere

изысканная атмосфера

space tourism

космический туризм

spacious

просторный

speciality travel tourism

туризм по интересам

sporting tour

спортивный тур

staff

персонал

to sunbathe

загорать

to supervise

руководить

superdeluxe hotels

гостиницы класса «суперлюкс»

supplier

поставщик

surroundings

окружение, окружающая

обстановка

sustainable

поддерживающий

T

table d’hote menus

комплексное меню

to take orders

принимать заказы

target

задача, цель

target audience

целевая аудитория

theme park

тематический парк

three-course fixed price menu

комплексное меню из трех блюд

tour package

пакет услуг, турпакет

trade

торговля,торговый

trade fair

торговая ярморка

transfer

перемещение, трансфер

travel insurance

страховка тура

travel expenses

дорожные расходы

trend

направление; тенденция

U

up-to-date equipment

современное оборудование

V

vacant

свободный, незанятый

validity

законность

valuables

ценности

variety

разнообразие

venue

место встречи

versatile chef

универсальный шеф-повар

Via

через, посредством

viral marketing

вирусный маркетинг

vital

жизненно важный

W

waiter

официант

waitress

официантка

warning

предупреждение

water tourism

водный туризм

well-appointed

хорошо оборудованный, хорошо обставленный

wholesale

оптом

wine steward

официант по винам, соммелье

worth

цена, стоимость

to get one’s money’s worth

получить справедливую цену, не переплатить