English for advertising and PR. Учебное пособие

5.Different public relations effects on media coverage have been identified based on the research topic, the type of content analysis used, and the data interpretation: effects on the media's coverage of organizations and issues, as well as on their reputations and the tone of the coverage.

6.The ethical dimensions of public relations have grown increasingly important as the field has matured, prompting a focus on professional ethics and the establishment of industry regulations.

7.A broad overview of what has gone before that influences the present situation.

8.Public relations have moved from a profession practiced only by white males to a profession with a female majority and with practitioners of many racial and ethnic backgrounds.

9.Public relations have developed from an occupation to a profession in many countries of the world.

10.Public relations have been something that people did to earn a salary; but it has not been a discipline for which they studied to prepare for the work.

B

1.Most public relations practitioners have been the masters of a number of techniques.

2.Most public relations practitioners have known how to secure media coverage, prepare press releases, write speeches, write and design brochures, produce video news releases, lobby representatives in Congress, stage a special event, or prepare an annual report.

3.The organizations that employ public relations people also have believed that they could get massive numbers of people to behave in ways the organizations wanted by creating a good "image" in the media.

4.As public relations has become recognized as a management function, however, its move toward greater status has been affected by the large numbers of women who have entered the profession.

5.A lot of people have been trying to change the name of our business from

“public relations” to something else.

6.American public relations is approximately 100 years old and over that time has evolved to reflect changes in society and the changing needs of its clients or organizations.

7.By the early 1920s the press agentry model lost credibility with journalists, largely because they had been deceived by press agents too many times.

8.Once a product concept has been established, marketers regularly have to change the marketing mix – the product’s features, its distribution, the way it is promoted, and its price – in order to increase sales

9.The relationship concept has forced marketers to develop service initiatives for maintaining closer links with existing customers.

10.The marketing concept has now completely replaced the old-fashioned selling concept.

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C

1.During the last recession, the economy suffered a significant decline, but it has since recovered.

2.The union had agreed on Tuesday to resume wage negotiations.

3.We have sent you the payment order twice this week.

4.Have you discussed that problem at the last meeting?

5.It was announced that the government had rejected the proposal to reduce tax-

es.

6.When (did she choose / had she chosen) to take a course in management?

7.This month we have received a lot of complaints about customer service.

8.How long ago had you taken extension courses?

9.Mr. Billboard had been thinking his decision over during the lunch break.

10.We paid no attention to Mrs. Clare’s complaint because she had called us so many times before.

2.Откройте скобки и определите время и залог.

A

1._____ you ___(decide) where to go? – Not yet. We have been thinkin about it for the whole week.

2.I remember meeting your brother last summer, but I ____ (see) him this year.

3.____ you ____(do) your homework yet, Liz? – No, I'm still doing it. I've been busy since morning.

4.I _____(meet) such a nice person before never.

5.I wonder where ___you (be) all this time.

6.They ___(search) the whole area and they were exhausted.

7.She ___(crawl) out of her hole and she was shouting for help.

8.She apologized and said she ___already (have) lunch.

9.He wondered what had happened.

10.They hoped that the damage ___ not (be) too serious.

B

1.The company ___ (to perfect) our marketing strategy over the past year, resulting in a significant increase in sales.

2.The marketing team ____ (to complete) a comprehensive market analysis, enabling us to identify new opportunities for growth.

3.We ____ (to implement) a perfect content marketing plan that has increased website traffic by 20%.

4.Disney ___ (to be) able to gain a competitive advantage in the family entertainment industry by creating amusement parks, movies, and products based on the renowned Disney characters

5.The marketing department ____ (to develop) a perfect social media strategy that has increased brand awareness and engagement.

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6.Our online advertising campaigns ____ (to target) specific audiences and deliver measurable results.

7.We _____ (to improve) our customer relationship management program, resulting in improved customer satisfaction and loyalty.

8.The marketing team ____ (to refine) a data-driven approach to decisionmaking, ensuring that our strategies are effective and efficient.

9.Our marketing efforts _____ (to brush up) our brand positioning, making us a leader in the industry.

10.We ___ (to optimize) a cross-channel marketing strategy that integrates all of our channels for maximum impact.

READING WORK

Before reading:

Do you know what ethics is and what types of it exist?

Is it important to stick to professional relationships?

Read and remember the words:

Values – ценности

Fair-mindedness – беспристрастность

Integrity – честность

Forthright communication – откровенное общение

Honesty – честность Respect – уважение

PRSA (Public Relations Society of America – Американское общество по свя-

зям с общественностью Concern – проблема

Prominent – видный, заметный (notable), выдающийся

Practice – практика

PRSA Member Code of Ethics – Членский моральный кодекс Американского общества по связям с общественностью

Agentry – должность агента Credibility – доверие, авторитет

Personal integrity and moral stature – честность и моральные устои

Read and translate the text and define the definition of The Ethics of Public Relations:

THE ETHICS OF PUBLIC RELATIONS

In the US, early public relations practices introduced many ethical concerns because the press a gentry approach prevalent then emphasized hyperbole, sensationalism, and often lacked truth. Press agents were concerned with generating publicity at almost any cost, and this approach engendered the unethical reputation of modern-

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day public relations. Ethics entered the development of modern practice in about

1906, with prominent practitioner Ivy Lee’s declaration of principles. His declaration moved the practice into “the public be informed” era with his emphasis on telling the truth and providing accurate information.

A business will be succeeding if it is trusted. In public relations, credibility is vital. All written or told information it must be true. The other criterion of ethics of PR is honesty. That means that PR will not work if it is not believed. In PR we are responsible for distribution of accurate information.

Ethics is also about the ways PR experts behave. Personal integrity and moral stature become a part of their professionalism. Public relations experts have to do PR for themselves. They are judged by the way they act. PR experts give professional advice and they do not bribe journalists. If employers ask PR experts to do something unethical they should use their professional code of ethics as an argument.

The current state of ethics in public relations practice depends heavily on codes of ethics held by the major professional associations. Membership in these groups is voluntary, meaning that one is not required to belong to such an association in order to practice public relations. Members agree to abide by a code of ethics that is written for the entire group. Some codes of ethics are written in terms that forbid a list of certain activities; other codes of ethics espouse a set of ethical principles which should be followed. Whether written in positive or negative terms, most of the professional associations in public relations have a code of ethics.

PRSA Member Code of Ethics

I pledge:

To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; And to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America.

I understand and accept that there is a consequence for misconduct, up to and including membership revocation.

And, I understand that those who have been or are sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code may be barred from membership or expelled from the Society.

Signature________________________________________Date_____________

Answer the questions:

1.What did early public relations practices introduce and why?

2.When did Ethics enter the development of modern practice?

3.What is Ethics associated with?

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4.What does the current state of ethics in public relations practice depend heavily

on?

5.What is written in PRSA Member Code of Ethics?

Discussion:

Discuss with your partner the current state of ethics in public relations: codes of ethics.

Does the Code of Ethics exist in your country? Give examples.

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Time expressions

For, since, all day/week , the whole evening etc.

PAST PERFECT CONTINUOUS

Past Perfect Continuous формируется в активном залоге при помощи вспомогательного глагола had, been и Participle I (Ving) смыслового глагола.

Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола had.

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

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PRACTICAL WORK

1. Откройте скобки и укажите верное время и залог.

A

1.How long she ___(live) in London? -All her life. She was born there.

2.Mrs. Jens _____(not/feel) well for over two weeks.

3.Look. Can you see Margaret over there? – She _____(sit) in the corner. -Yes. She _____(wait) for Tom. She_____ (sit) here since three o'clock.

4.She _____(be) in London now. She _____(live) there for the last seven months.

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5.We ______(learn) French since last month.

6.How many English lessons they______ (have) lately?

7.They ____(repair) the office all this week, but they ______(not/finish) it yet.

8.Where you_____ (be)? We _____(wait) for you for over two hours.

9.He______ (type) this report since yesterday and He’s only halfway through.

10.It ______(snow) since yesterday morning. I wonder when it'll stop.

B

1.I _______(die) of hunger. Is there a cafe near here?

2.My son______ (study) Economics at American University. He _______(be) there for three years already.

3.Don't rush them. They_______ (work) as fast as they can.

4.We _______(read) some of your poems. It's not bad.

5.Sorry about the mess. The workers_______ (paint) the house. They already_______ (paint) the back.

6.He won't believe it, but she_______ (wait) three months for his phone to be repaired.

7.Oh , It’s _______(get) colder and colder. I think it's going to snow.

8.You look exhausted. – Yes, I_______ (write) my report all day.

9.Since when she______ (learn) Japanese? – Since she entered the university. 10.They ______(build) this house themselves and hope to finish it within the next

three months.

C

1.I _______(not/finish) writing the article yet. I need some more time to do it.

2.He look tired. I think he_______ (work) hard lately and he_______ (not/get) enough fresh air.

3.It's the most beautiful sightseeing I ever_______ (see).

4.We_______ (borrow) books from this library since we moved here.

5.It ___________(snow) steadily for two days on end now.

6.We__________ (not/see) you for ages. What you _________(do)?

7.He __________(be) on the phone for an hour now. Who he________ (talk) to?

8.She________ (collect) bells ever since she was a small girl.

9.Ancient people never _________(believe) in the importance of women's education.

10.We_________ (study) hard of late. We've got exams tomorrow.

D

1.It _________(get) harder and harder to find time for studying.

2.You're very late. – I __________(talk) to Mr. Hogs and he just goes on and on.

3.Why are the books all over the floor? – Joana _________(look) at them.

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4.Older people _________(become) more and more isolated now.

5.We know that since February she __________(be) in charge of the marketing division.

6.Helen says she__________ (be) very exhausted recently.

She ________(work) almost fifty hours a week for the last month.

7.My son-in-law __________(try) to find a job since he graduated from University.

8.How long you__________ (be) an accountant?

9.He always__________ (be) obsessed by his appearance.

10.We’re fed up. We __________(wait) for the him since four o'clock.

E

1.Helga already __________(make) fifteen phone calls and it's only half past

nine.

2.He's obviously very unhappy. He________ (sit) alone in his bedroom for

most of the day.

3.She always ________(argue).

4.You look tired. What _____you _______(do)?

5.Since we last stayed at this place, they________ (put) their prices up.

6.The police __________(arrest) the person who is suspected of committing the murder.

7.She__________ (apply) for jobs without success for three months now.

8.The hall _________(hold) 2 00 people on some occasions, though it's hardly believed.

9.Food prices _________(rise) so rapidly in the last ten months that some people have been forced to alter their eating habits.

10.Although Chelsy_________ (cook) for many years, she still doesn't know how to prepare Italian foods in the traditional manner.

READING WORK

Before reading:

How do you understand marketing?

What are the differences between marketing and PR?

Read and remember new words:

Meaningful – значимый

Essence – суть, сущность

Benefit – выгода, преимущество, польза

Public institutions – государственные учреждения

Charity foundations – благотворительные фонды

Trade associations – торговые ассоциации

Shareholder – акционер

Municipal – муниципальный

Legislature – законодательный орган

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