English for advertising and PR. Учебное пособие

PRACTICAL WORK

1. Прочитайте и переведите предложения, определите время и залог.

A

1.But one day somebody is going to figure out how to make those words become recognized as a serious, substantive function, and not a superficial one.

2.Public relations are becoming a profession with a scholarly body of knowledge.

3.Public relations practitioners are becoming strategic counselors who are less preoccupied with publicity in the mass media than their predecessors.

4.We are currently working on a new campaign to promote our brand in the mar-

ket.

5.Our team is constantly monitoring social media platforms to stay up-to –date with customer trends.

6.On Monday, our PR team was busy preparing for the upcoming event.

7.The company’s reputation was being improved by our PR team’s efforts.

8.Our PR team was conducting interviews with industry experts to gain insights into the latest trends in the industry last Monday.

9.We are developing a new website that will showcase our products and services in an engaging and interactive way.

10.Our social media profiles are constantly being updated and we are engaging with our followers.

B

1.Our marketing team is working on creating content that resonates with our target audience.

2.A new branding strategy that will help us stand out from our competitors is being implemented.

3.Management is being defined as the organization and coordination of the activities of an enterprise in accordance with certain policies and in achievement of clearly defined objectives.

4.He was writing a marketing plan several years ago.

5.Mike will be taking an exam at 12 o’clock tomorrow.

6.She will be waiting for me at this time the day after tomorrow.

7.Yesterday at that time I was listening to the lecturer at the university.

8.Our secretary was completing the invoice.

9.I was reading the Economist, while my sister was watching BBC.

10.I was listened to the radio, when she entered the room.

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C

1.At the moment, the economy is facing some challenges due to the ongoing pandemic.

2.In the past, the economy was growing steadily, but now it has slowed down.

3.When I was studying economics, I learned a lot about how the economy works.

4.We will be expanding our customer base through targeted marketing campaigns in the coming monthsю

5.As technology advances, we will be exploring new ways to integrate artificial intelligence and machine learning into our operations.

6.He was being thrown out of class for chatting.

7.She was reading a report while the presentation was being shown to the audi-

ence.

8.The policeman noticed that the suitcase was being carried out by the porter in a very strange way.

9.The pop singer arrived at the airport and was being welcomed by thousands of

fans.

10.He will be working the whole day tomorrow.

2. Прочитайте предложения, откройте скобки, укажите время и залог.

1.When I arrived, the lecture had already started and the professor (write) on the over-head projector.

2.Why you always (to interrupt) people?

3.She (to make) copies in the library.

4.The problem raised during the meeting worth (to solve).

5.The problem (to solve) at the moment.

6.I (to go) to increase his salary but changed my mind.

7.The chapter (to translate) the whole day yesterday.

8.The last student (to examine) now.

9.The article you (to go) to refer to in your report made a great impression on

me.

10.While my car (to fixe) I made a telephone call to my office.

3. Make the sentences passive, use Simple and Continuous Tenses.

1.Many people are developing theories about that.

2.No one respects his work.

3.Henry has suggested a new design for the logo.

4.The professor is going to explain the formula.

5.Noam Chomsky is preparing a speech.

6.Garret came to New York three days ago.

7.Someone made this antique sewing machine in 1834.

8.The jury is going to judge the president on the basis of his testimony.

9.Is Maureen organizing a reunion this week?

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10.Professionals have translated the Bible into many languages.

READING WORK

Before Reading:

Why have you entered this faculty and chosen these specialty?

Read and remember new words:

Impression – впечатление

To start out in life – изменить свою жизнь

“Flacks” – “рекламщики”

Bristle – раздражение

Struggle with – бороться с кем-то

Persuade – убеждать

Counselors – советники, консультанты To stuck with – придерживаться Substantive – основной, содержательный To remind – напоминать

Read and translate the text. Be ready to make a summery:

PUBLIC RELATIONS – A PROFESSION?

The reputation of public relations has been discussed since I started in this business. “Public relations for public relations” has been called for again and again by many of our fellow practitioners – and for good reason. Critics have the impression that public relations is not a very serious activity, that it has to do with perceptions, not reality. Even my friend, Bill Safire, who started out in life as a public relations man, every now and then permits himself in one of his columns to talk about public relations people as “flacks.” Others call us “spin doctors” who try to twist the truth. I bristle when I see such words in print or when people make disparaging comments about public relations.

I am on the board of directors of a company that has recently dealt with a crisis, and when I made a recommendation as to steps we might take to deal with the problem, one of my fellow board members, who is a lawyer, said “Oh, that’s just public relations.” I reminded him that public relations was not “fluff.” It can be essential to the future of an enterprise.

This negative reputation of public relations is something we have been struggling with for a long time. The Public Relations Society of America has tried to deal with the problem by developing an accreditation program to establish public relations as a recognized profession.

But I believe public relations is not really a profession. A profession has a long tradition of rules and regulations, like law, medicine, or education, where there is an established body of knowledge that is the foundation of the work to be done. In law,

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there are a judge, a jury, and a trial by which hopefully responsible judgments can be made. In public relations, there is no such body of knowledge, and we have no authority to make such judgments. If I want to persuade the public that our client is credible and should be supported, I have to realize I am talking to my friends and my family and not to a formal court of judgment. I do not want to persuade my friends about anything I do not believe in myself. In public relations, we cannot be advocates for something we don’t believe is right. The major challenge for us is to find a way to establish ourselves as an important and serious function, representing clients we personally support, but not make claims about professionalism that are unrealistic. A lot of people have been trying to change the name of our business from “public relations” to something else. They talk about us as “communications counselors,” “strategic marketing consultants,” and so on. Unfortunately, I think we are stuck with the term “public relations.” I do not think we will ever find another name for what we do.

But one day somebody is going to figure out how to make those words become recognized as a serious, substantive function, and not a superficial one.

Answer the questions:

1.What do Criticists and PR specialists think about PR?

2.What do feel you think when they hear contemptuous comments on PR?

3.According to the author what’s the difference between PR and medicine, law

ect.?

4.What does the author think about the term “public relations”?

Discussion:

Think about the responsibilities and duties of PR specialists. Give advantages and disadvantages of this profession.

“PR specialist is the profession of the Future” Comment on this statement.

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UNIT 3

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

•Времена группы Perfect (Present, Past, Future) Practical work

•Text “ The ethics of public relations”

GRAMMAR PRACTICE

THEORETICAL WORK

• ВРЕМЕНА ГРУППЫ PERFECT Active and Passive употребляется для

выражения действия, законченного к определённому моменту в настоящем, прошедшем или будущем.

PRESENT PERFECT

Present Perfect формируется при помощи вспомогательного глагола to have в соответствующей форме и лице и Participle II смыслового глагола в актив-

ном залоге и по формуле have/has+been +Participle II в пассивном залоге.

Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола to have, который в 3-м л. ед. ч. имеет форму has.

Present Perfect выражает действие, которое завершилось к моменту речи и имеет результат.

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Time expressions:

already, just, ever, not yet, since, for, never, so far, recently

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PAST PERFECT

Past Perfect формируется в активном залоге при помощи вспомогательного глагола had и Participle II смыслового глагола и по формуле had+been +Participle II в пассивном залоге.

Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола had.

Past Perfect выражает действие, которое завершилось к определенному моменту в прошлом и имело результат.

Отрицательное предложение

Вопросительное предложение Active Voice

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Time expressions:

before, after, already, for, since, just, till (until), when, by, by the time, never, etc,

FUTURE PERFECT

Future Perfect формируется в активном залоге при помощи вспомогательных глаголов will have и Participle II смыслового глагола и по формуле will+have+been +Participle II в пассивном залоге.

Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола will.

Future Perfect выражает действие, которое будет завершено к определенному моменту в будущем и будет иметь результат.

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Time expressions:

by 4 o'clock, by the time, before, until.

PRACTICAL WORK

1. Прочитайте и переведите предложения, определите время и залог.

A

1.Public relations, a nuanced art, and strategic communication process, has played an integral role in human interaction and the dissemination of information throughout history.

2.The digital age has also ushered in a suite of sophisticated analytics and monitoring tools, enabling PR professionals to track the success of their campaigns, engage in reputation management in real-time, and tailor their strategies based on datadriven insights.

3.The technological advancements have facilitated a more proactive and responsive approach to public relations, where the immediacy of communication demands rapid response and adaptation.

4.Globalization has significantly expanded the purview of public relations, necessitating adaptability to diverse cultures, languages, and media landscapes.

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