English for advertising and PR. Учебное пособие

2.As the 20th century progressed, the tools and methods of public relations continued to evolve, reflecting the rapid advancements in technology and the shifting media landscape.

3.The current landscape of PR is defined by the ability to craft compelling narratives across a multitude of platforms, harnessing the power of digital tools to reach diverse audiences, manage brand reputation, and respond to crises swiftly and strategically.

4.Public relations professionals became the architects behind the corporate facade, wielding narratives to buffer the impacts of negative press, direct attention to corporate social responsibility initiatives, and maintain investor confidence amidst fluctuating market conditions.

5.As businesses and organizations began operating on a global scale, PR professionals were tasked with transcending geographical boundaries and tailoring communications that resonate across different nations and cultural contexts.

6.In the practice of public relations, the effects of these efforts were first evaluated informally by collecting press clippings to get an idea of the organization's media visibility.

7.The application of formal methods of measurement-methods that are based on social scientific premises-is referred to as "evaluation research" in public relations to distinguish effects research from the unsystematic monitoring of media coverage and the collection of press clippings.

8.The rise of international PR networks and agencies facilitated the ability to deliver cohesive messaging that leverages local expertise while driving global objectives.

9.In case, the interaction of the target group reveals the message did not reach as expected the modification in message or media need to be done and the revised message should be disseminated.

10.Some organisation enjoys from favourable image, where some organization do not enjoy such a favourable image.

1. Прочитайте, откройте скобки и определите время и залог

A

1.This (to help) the organization in understanding and analyzing the situation.

2.Based on the existing image and the preferred image, it is essential to note that whether the preferred image (to deviate) from the present image or closely associated or neutral and based on the existing image the PR need to be focused.

3.Public Relations (to play) an important vital role in enhancing image of organisation in the eyes of the public.

4.The word communication (to derive) from the Latin «communis», meaning

"common."

5.The credibility of the message (to base) on the credibility of the source and also the correctness of the content.

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6.The successful public relations executive (to take) immediate action before a situation becomes blown out of proportion.

7.Public relations people generally (to perceive) as likeable, friendly and genuinely interested in others, rarely as resentful, bitter, or hostile.

8.Historians (to disagree) about when public relations (to be) first practiced, who practiced it first, and where it (to practice) originally.

9.Chinese rulers (to practice) something resembling contemporary public relations over 5,000 years ago.

10.The anthropologist E. T. Hall (to describe) American culture as one in which time (to value) and managed, often at the expense of relationships.

B

1.The earliest PR model to appear (to be) press agentry or publicity.

2.This practice (to give) rise to the public information model.

3.Most management and marketing writers now (to distinguish) between selling and marketing.

4.Publicity often (to aim) at achieving short-term awareness, promotion typically builds and changes audiences’ and markets’ views over time.

5.The relationship marketing (to emphasize) maintaining on-going relationships with existing customers, rather than focusing only on attracting new customers.

6.Companies (to have) different philosophical approaches to doing businesses.

7.The product concept (to hold) that consumers (to favour) products that offer the most quality, performance, and innovative features.

8.Lobbying (to classify) by the Internal Revenue Service at one of two levels: direct lobbying or indirect lobbying.

9.Press agentry (to consider) an old-fashioned reference, even today, the term press agent sometimes (to use) interchangeably with publicist in traditional Broadway theater and motion picture industries.

10.The evolution of public relations often (to describe) by four models: press agentry/publicity, public information, two-way asymmetric communication, and twoway symmetric communication.

READING

Before reading:

What types of PR do you know? Try to explain the meaning of each you know.

Read and remember new words:

Self-promotion / Self-advertisement – самореклама

Self-praise – самовосхваление

Virus public relations – вирусный PR

Bloody PR – кровавый PR

Hidden PR – скрытый PR

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Black PR – черный PR

Sneer company – компания насмешки

Competitor – конкурент Destruction – уничтожение

The lack of smth – отсутствие, недостаток чего-либо Reliable – правдоподобный, достоверный Promotion – пропаганда

Reception – прием Deception – обман

Reticence – умалчивание

Wishful thinking – принятие желаемого за действительное Juggling – манипулирование

"Gossip hotline" – "сарафанное радио"

Distribution – распространение, распределение Аuthentic data – достоверные данные

Stir interest – пробудить интерес

Accurate – точный

To indulge – потакать, баловать

Read and translate the text. Make notes and tell about the methods of PR:

TYPES OF PUBLIC RELATIONS

At the present time, experts in public relations can count more than 10 types of public relations. Types of PR are allocated generally on "color characteristics": black, white, gray, yellow, green, pink and brown. But there are also such types as selfpromotion (self-praise), virus public relations, bloody PR and hidden PR.

Black PR or Sneer company

Black PR is the hidden self-advertisement and the advertising of the competitor directed to denigration and destruction of firm. As a rule, its purpose consists in providing all possible "fried" facts which can undermine authority of the opponent and compromise him: details of private life; youth errors; the juicy details connected with career ladder promotion.

White public relations

It is a type of public relations in which bears exclusively positive character and only authentic data become property of the public. Classical example of white public relations – start in mass production of Ford Mustang in 1964-65. Then the owner of corporation D. Ford as PR action organized series of parties for potential buyers where DJs came on brand new Mustangs, than stirred interest in the new car.

Gray public relations

The Gray public relations is used as different way of distribution of accurate information. At the same time the address doesn't always happen to the particular person or the company. The reason of emergence of gray PR is the lack of reliable information on various questions of life. The purposes of its usage are restoration of

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justice; observance of the rights and freedoms; to do harm to the competitor without violation of the law.

Brown public relations

As for Brown public relations, it is correlated to promotion of fascist and neofascist ideology. It is considered that the brown public relations are an element of promotion of fascism and misanthropy. But such definition of this type of PR is extreme. Marketing specialists find possible its partial using for giving to the advertised product of orientation of military. For this purpose use uniform of the military personnel, frames of military exercises, military commands, etc.

Yellow public relations

The Yellow public relations is complex of receptions of juggling of the facts when the thought-up or counterfeited data are issued for valid. PR with shade of yellowness uses wide arsenal of receptions: juicy scandals; facts of private life; violation of cultural and moral values; display scandalous photo and video of images.

Green public relations

As for Green public relations, color of life, it is adopted by the organizations propagandizing use of natural, environmentally friendly goods and products. Here it is possible to consider promoting of healthy lifestyle, preservation of the environment as green effective public relations.

Pink public relations

Pink PR is based not on deception, and on reticence. This type is designed to indulge in wishful thinking, but not by means of a lie or a juggling of the facts, and illumination only of positive sides of activity of the company. Its image forms at the expense of the fictional story which step by step goes to success, caring for wellbeing of clients. Advertising of the offered routes of travel is a bright example from life of Pink public relations.

Self-promotion, Self-advertisement or Self-praise

The ability to present the advantages and achievements is called to the best advantage still Self-promotion, Self-advertisement or a Self-praise. To understand that the self-praise means, it is possible to consider its main receptions: frequent emergence on TV screens and in an air with estimates of any events; writing of books on topical issues of life or memoirs; meetings with the public with discussion of the different questions concerning citizens; holding own charity events; participation in sporting and entertaining events; photo and video filming in “nu” style.

Virus public relations

As for Virus public relations, it is widely used on the Internet and is based on need of people to share the necessary or interesting information. Though it is considered that actively it began to develop ten years ago, in life it was used under the name "gossip hotline" for a long time. The Virus public relations can be in the form of ridiculous videos and photos; unusual comments; Internet and SMS of mailing; flash games; short information messages.

Bloody PR

The Bloody PR aimed at a lethal outcome of an object or at acceptance on itself responsibility for others loud crime.

Hidden PR

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Technology of advertising at which information doesn’t move as advertising and as just private advices, opinions and recommendations. Such information doesn’t extend in large quantities, and pointwise, to a certain audience. Performers – those who implement advertising campaign – are registered at forums and blogs on the certain subject similar to the advertised goods and just communicate, in passing glorifying the website, products or a mark of the company. The hidden marketing is used for advance of the website, strengthening of image of the company or for advertising of goods and services of the company.

The company can choose for itself any type of PR, everything depends on the profile of the company, as well as on budget. PR is one of the most expensive activities, but having the most lasting effects, so from all the investment is the most necessary and in any case advantageous.

Answer the Questions:

1.What is the main role of PR?

2.What is the goal of Black PR?

3.What methods are used by Black PR?

4.What is the aim of White PR?

5.What does Pink PR base on?

6.What is Green PR linked with?

7.What methods are used by Yellow PR?

8.What is Grey PR about?

9.What is Brown PR connected with? 10.What is the purpose of Virus PR?

Discussion:

Discuss in groups whether to include these concepts in the sphere of PR. Give Examples of each method.

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UNIT 2

•Времена группы Continuous (Present, Past, Future) Theoretical work

•Времена группы Continuous Practical work

•Text “Public relations – a profession?”

GRAMMAR PRACTICE

THEORETICAL WORK

ВРЕМЕНА ГРУППЫ CONTINUOUS (Progressive Tenses) Active and упо-

требляются для выражения действия как процесса (незаконченного, длящегося), происходящего в определённый момент времени в настоящем, прошедшем и будущем времени.

Во временах группы Continuous не используются глаголы, которые связаны с восприятием (hear, feel, see, notice ect), эмоциями (love, hate, like …), процессами умственной деятельности (think, believe, understand), так как они сами по себе обозначают процесс.

PRESENT CONTINUOUS

Present Continuous в активном залоге формируется при помощи глагола to be в настоящем времени и смыслового глагола с окончанием -ing и по формуле to be+ being +Ved/3 в пассивном залоге.

Вопросительная и отрицательная формы образуются с помощью глагола to be.

Present Continuous выражает действие, происходящее в момент речи, сейчас; действие, запланированное в будущем; раздражение в восклицательных предложениях со словом always.

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Вопросительное предложение Active Voice

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Time expressions:

•now, at the moment, today, this week/year/month;

•tomorrow, next week/month/year;

•always

PAST CONTINUOUS

Past Continuous в активном залоге формируется при помощи глагола to be в прошедшем времени и смыслового глагола с окончанием -ing и по фор-

муле to be+ being +Ved/3 в пассивном залоге.

Вопросительная и отрицательная формы образуются с помощью глагола to be.

Past Continuous выражает действие, происходящее в определенный момент речи в прошлом.

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Вопросительное предложение Active Voice

FUTURE CONTINUOUS

Future Continuous в активном залоге формируется при помощи глагола will be и смыслового глагола с окончанием -ing. Формы пассивного залога в данном времени нет.

Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола will.

Future Continuous выражает действие, которое будет происходить в определенный момент речи в будущем.

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Time expressions:

at 4 o'clock, from 6 o'clock, till 7 o'clock, when+ Present Simple

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