15. Are the following statements true or false?
Начало формы
1. In business letters a salutation is generally followed by a comma or a colon.
2. Business letters should be simple and easy to read.
3. The date on a business letter should appear after the salutation.
4. The first paragraph of a business letter should be comprised entirely of “small talk”.
5. Contact information generally appears in the closing paragraph of the letter.
6. It is considered standard formatting to include the recipient's address before the salutation in a business letter.
16. Translate from Russian into English:
1. Настоящим сообщаем Вам, что получили Ваше сообщение.
2. Мы будем благодарны Вам, если Вы ответите как можно скорее.
3. С нетерпением ждем Вашего ответа.
4. В ответ на Ваше факсимильное сообщение от 9 сентября 2010 года мы приносим извинения за задержку с ответом.
5. Заранее благодарен Вам за Ваше сотрудничество.
6. Уважаемые господа, мы с удовольствием сообщаем Вам, что поставка оборудования начнется в апреле текущего года.
7. Ссылаясь на обсуждения. проходившие на конференции 14 марта 2009 года, мы хотим обратить Ваше внимание на тот факт, что поставка оборудования еще не началась.
8. Мы прилагаем резюме.
9. Если возникнут какие-либо вопросы, незамедлительно свяжитесь с нами.
10. В ответ на Ваше письмо от 25 июня 2008 года с сожалением сообщаем Вам, что мы не можем принять Ваше предложение.
17. Now you know the main aspects of business letter writing. Try to write your own business letter.
Unit Five Public Relations
1. Write down the new words in your dictionary:
adjusting |
регулирующий |
enhancement |
улучшение, оздоровление |
efficiency |
эффективность, результативность |
collaboration |
сотрудничество; участие, совместная работа |
to implement |
выполнять, осуществлять |
benevolent |
благожелательный, благосклонный |
interaction |
взаимодействие |
widespread |
широко распространенный |
incontestable |
неоспоримый, бесспорный |
perception |
восприятие |
discrepancy |
разница; различие |
charity |
благотворительный |
sufficient |
достаточный; обоснованный |
peculiarity |
особенность |
persuasion |
убеждение |
detriment |
ущерб, вред |
Read the following text and translate it: What is pr?
There are many spheres of public life where PR-activity is realized. Depend on these spheres specialists in Public Relations distinguish definite trade-position specializations, where PR-specialist may realize his activity. There are a lot of different opinions about “What is PR?”.
Dictionary of Sociology published in 1944 in the USA defines PR as “theory and practices for adjusting relations of the Subject with its public”. And later on, in the development of their idea, the authors of the Dictionary add, “These theories and practices involve sociology, social psychology, economics, and political science and require special skills of a journalist, actor, administrator, advertising man etc. for solving specific problems in this field of activity”.
The new Webster's Dictionary of 1994 gives the following definition of public relations phenomenon: “public relations are relations maintained by organization with the public through the publicity aimed at influencing public opinion”.
The Dictionary of New Foreign Words published by the Moscow State University gives another definition of PR. "Public Relations is building-up of a public opinion aimed at enhancement of the company (enterprise, firm) efficiency and upholding it's reputation. It is an art of building up interrelations between public (administrative), social institutions and citizens for the sake of the society as a whole".
On demand of the American Foundation for Public Relations Research and Education in 1975, 65 leading scholars on public relations and communication theory tried to summarize next to all definitions of PR that had existed and gave their definition of the term. The analysts considered 472 definitions. Basing on this analysis, they gave a definition that has become one of the classical and accepted ones for many years. This definition is as follows: “Public relations is a specific management function aimed at establishing and maintaining communications, mutual understanding and collaboration between the company and it's public, solving problems and coping with tasks. It provides information on public opinion to the management of the company for them to respond at the proper time, it defines and focuses on the company's management main objective, which is serving to the public interests. It gets the management prepared to any changes and helps using them more effectively acting as a ”early warning system” that warns about the danger. It helps to overcome negative tendencies, it uses research and communication on the ethical principles as the main means of activities”.
Another classical definition expanded in 1987 was given in 1948 by the British Institute for Public Relations (IPR): “Public relations activity is planned and implemented efforts aimed at establishment and maintenance of benevolent relations between a company and it's public”.
The famous theorist and practitioner of public relations, the “founding father” of public relations as the modern specific organizational and administrative practice and special public institution Edward Bernays wrote, “public relations is a sphere of interaction between a person, a group, an idea or another public unit on which it depends”. “Professional practical public relations is a combinations of an art and science, and not financial, but rather public interests are its main motive force. In that case achieving agreement implies constructive social role (PR)”.
However, in Russia the most widespread definition is the one given by the incontestable authority in this field – President Sam Black of the International Public Relations Association: “Public Relations is the art and science of achieving harmony with the environment through mutual understanding based on truth and full information”.