English for advertising and PR. Учебное пособие

Relevant information – необходимая информация

Edition – выпуск, издание (publishing), тираж

Alliance – союзничество

Needs – потребности

Consumer – потребитель

Read and translate the text. Make a summary of the text:

ALLIANCE BETWEEN MARKETING AND PR

Definition of Marketing

Nowadays along with very early definitions there are plenty of modern and meaningful definitions of the word marketing. Some of them deserve our attention. Let's start with the most popular definition was defined by AMA (the American Marketing Association): "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The next definition was given by The Chartered Institute of Marketing: "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." In addition, Philip Kotler, Professor of International Marketing, gave own definition of marketing. He defines marketing as Satisfying needs and wants through an exchange process.

Definition of PR

One of the most popular definitions was given by Samuel Black, Professor of Public Relations: "Public relations is an art and science of achievement of harmony with an external environment by means of the mutual understanding based on the truth and full knowledge". The definition, that reflects the essence of PR, was developed by Dictionary ABBYY Lingvo: "Public relations is specialized activity of relater (PRmen and PR-women) —experts for the benefit of a personnel and corporations, public institutions, charity foundations and trade associations on creation of favorable image of the organization, its representatives, the specific personality, a product or the idea in the opinion of the public and social groups: shareholders, the serving companies and institutions, real or potential clients and also members of municipal, district, regular and federal legislature. his activity is most often carried out by granting in the order of the press, television and radio of the relevant information on which seriously rely and count numerous local editions (newspapers and magazines, local radio -and television stations). The concept "Public relations" is closely connected with such concepts as advertising, promotion, journalism, propaganda, marketing, corporate communications and management". If we compare the definitions, it's easy to notice that there is a connection between PR and marketing, as both of them deal with informational influence on a customer. To understand it better, let's consider Concept of marketing and PR.

Concept of Marketing

The “Marketing Concept” proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and desires of potential consum-

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ers and satisfy them more effectively than its competitors. It is important to understand the terms: Needs: Something necessary for people to live a healthy, stable and safe life. When the needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. The needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.

Wants: Something is desired. The needs are not essential for basic survival and are often formed by culture or peer-groups. Demands: When the needs and desires are supported by the ability to pay. Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unsatisfied needs. In addition, a great deal of advertising and promotion is designed to show how product's benefits meet the customer's needs.

Concept of PR

As for “Concept of PR”, it aims to create a positive image of organization and prevent spreading unfavorable rumors and information. The tools used to manage public opinion may also be considered the three main parts of PR. They are:

1.Promotion, which implies activities aimed at creating and encouraging interest for a person, a product or an organization.

2.Lobbying, that is responsible for establishing and supporting relations between interest groups and government, in order to influence legislative and governing processes.

3.Media relations -this PR-team activity embraces producing informative articles for mass media, organizing media support for various campaigns, and making news to draw media attention.

Relationship between PR and Marketing

Let’s define what relationship is between marketing and PR. First, all the PR tools are used successfully to achieve marketing goals of stimulating consumption. It also increases the popularity of a product, influencing a customer and rising sales volume. Does it mean that PR is one of marketing tools? In this case -absolutely yes. Secondly, marketing is aimed to manipulate a customer, while the goal of PR is to manipulate company image. Not only products, but also companies and persons need a new image, and in this case PR is not just a marketing tool, but an independent practice. As a result we see, that marketing and PR are very close, and they often become allies on the battlefield of customers' minds. That is the reason they are often mixed up. But in general, marketing and public relations are two independent disciplines.

Answer the questions:

1.Give the definition of Marketing;

2.Give the definition of PR;

3.What are the different goals of marketing and PR campaigns?

4.How do marketing and PR professionals measure the success of their campaigns?

5.How do you understand the meaning of “Concept of PR”?

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Discussion:

Discuss with your partner:

•The differences between PR and marketing.

•The similarities between PR and marketing.

•How can PR and marketing work together?

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UNIT 5

•Modal Verbs. Theoretical work

•Modal verbs. Practical work

•Text “Modern value of public relations”

GRAMMAR WORK

THEORETICAL WORK

В английском языке определяется группа глаголов, которые называются модальными. Эти глаголы не могут употребляться самостоятельно, модальные глаголы употребляются со смысловым глаголом.

Модальные глаголы не обозначают действие, а обозначают возможность, вероятность, способность, необходимость, предположительность, долженствование, разрешение, а также необходимость совершения действия, которое выражено смысловым глаголом. Действие в таких предложениях выражается Infinitive или Perfect Infinitive смыслового глагола без частицы to.

В английском языке выделяют следующие модальные глаголы

•Can (could)

•May (might)

•Must

•Should

Модальные глаголы обладают следующими признаками:

1.He изменяются по лицам (в 3-м лице нет окончания -s).

2.Не имеют неличных форм (инфинитива, причастия, герундия).

3.Глаголы can (could), may (might) имеют формы настоящего и прошед-

шего времени, глагол must – только форму настоящего времени. Недостающие формы прошедшего и будущего времени восполняются эквивалентами модальных глаголов:

can – to be able to,

may – to be allowed to, to be permitted to, must – to have to, to be to.

3.Вопросительную и отрицательную формы образуют самостоятельно, без

вспомогательных глаголов.

ЗНАЧЕНИЕ И СПОСОБЫ УПОТРЕБЛЕНИЯ МОДАЛЬНЫХ ГЛАГОЛОВ

МОДАЛЬНЫЙ ГЛАГОЛ CAN

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Модальный глагол May употребляется только в настоящем времени, в прошедшем времени используется форма might, в будущем используются эквива-

ленты модального глагола may (might) – to be allowed, to be permitted.

МОДАЛЬНЫЙ ГЛАГОЛ MUST

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Модальный глагол must имеет только временную форму настоящего времени. Для выражения долженствования в прошедшем и будущем времени необходимо использовать эквиваленты модального глагола must – have to и be to.

ЭКВИВАЛЕНТ МОДАЛЬНОГО ГЛАГОЛА «HAVE TO»

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PRACTICAL WORK

1. Переведите предложение, определите модальный глагол.

A

1.Public relations might set the media's agenda by subsidizing the news.

2.The relationship between journalists and public relations professionals can be better understood by studying professional attitudes.

3.Journalists' perceptions of and attitudes toward public relations have consistently been found to be negative in surveys and interviews, whereas public relations practitioners' perceptions of and attitudes toward journalists have been found to be more cooperative.

4.Public relations might set the media's agenda by subsidizing the news.

5.Although collecting clippings may provide a rough idea, it is not a suitable method for measuring the impact of public relations on establishing agendas.

6.High-profile global events and multinational corporations underscored the need for PR campaigns that could align with local values without compromising the global brand identity.

7.These objectives should be very specific and measurable.

8.For effective implementation of the Public Relations objective a Public Relations strategy is to be evolved.

9.Changes expected in the environment in the next year or so that could affect the organization.

10.Though we can not say which is a right image or wrong image, we can say some image are favourable to an organization for achieving its objective with relative easiness.

B

1.The Public Relations department can gather information from various sources through appropriate data collection method.

2.This may provide a clue to, what the other person viewed about this organiza-

tion.

3.The data collected from primary and secondary method can form the basis for analysis and the required information is to be culled out with reference to image public perception.

4.The organization may prefer a certain image and they like to project that image the minds of the public or among the target group.

5.The communicator must use a channel that will carry the message to the receiver.

6.The message must be within the receiver's capacity to comprehend.

7.The message must motivate the receiver's self-interest and cause him or her to respond.

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8.For achieving the desired result, the message should be developed properly and clearly.

9.Even though the first rudimentary practice of public relations may have begun thousands of years ago.

10.Most public relations practitioners could be described as what the Canadian public relations practitioner Michel Dumas called "improvised practitioners"--people who practiced public relations without theoretical knowledge of why they practiced as they did and why public relations is important for an organization.

C

1.Today the most sophisticated practitioners have begun to understand that people exercise control over how they use the media to a much greater extent than the media control the behavior of people who use the media.

2.Public relations cannot be practiced as a profession rather than an occupation and a management function rather a set of techniques unless practitioners have a body of knowledge based on scholarly research available to them.

3.The idea that public relations should be strategic has recently become popular among public relations practitioners.

4.Public relations professionals can and do work with marketing departments to build relationships with consumers--with markets.

5.In excellent public relations departments, the senior public relations manager was part of or easily could make contact with the members of the dominant coalition.

6.In public relations, we cannot be advocates for something we don’t believe is

right

7.Buyers may be looking for a better mouse-trap as a solution to a mouse prob-

lem.

8.Public relations might set the media's agenda by subsidizing the news.

9.The relationship between journalists and public relations professionals can be better understood by studying professional attitudes.

10.Journalists' perceptions of and attitudes toward public relations have consistently been found to be negative in surveys and interviews, whereas public relations practitioners' perceptions of and attitudes toward journalists have been found to be more cooperative.

D

1.Public relations might set the media's agenda by subsidizing the news.

2.Although collecting clippings may provide a rough idea, it is not a suitable method for measuring the impact of public relations on establishing agendas.

3.High-profile global events and multinational corporations underscored the need for PR campaigns that could align with local values without compromising the global brand identity.

4.These objectives should be very specific and measurable.

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5.For effective implementation of the Public Relations objective a Public Relations strategy is to be evolved.

6.Changes expected in the environment in the next year or so that could affect the organization.

7.Though we can not say which is a right image or wrong image, we can say some image are favourable to an organization for achieving its objective with relative easiness.

8.The Public Relations department can gather information from various sources through appropriate data collection method.

9.This may provide a clue to, what the other person viewed about this organiza-

tion.

10.The data collected from primary and secondary method can form the basis for analysis and the required information is to be culled out with reference to image / public perception.

E

1.The organization may prefer a certain image and they like to project that image the minds of the public or among the target group.

2.The communicator must use a channel that will carry the message to the receiver.

3.The message must be within the receiver's capacity to comprehend.

4.The message must motivate the receiver's self-interest and cause him or her to respond.

5.For achieving the desired result, the message should be developed properly and clearly.

6.Even though the first rudimentary practice of public relations may have begun thousands of years ago.

7.Most public relations practitioners could be described as what the Canadian public relations practitioner Michel Dumas called "improvised practitioners"--people who practiced public relations without theoretical knowledge of why they practiced as they did and why public relations is important for an organization.

8.Today the most sophisticated practitioners have begun to understand that people exercise control over how they use the media to a much greater extent than the media control the behavior of people who use the media.

9.Public relations cannot be practiced as a profession rather than an occupation and a management function rather a set of techniques unless practitioners have a body of knowledge based on scholarly research available to them.

10.The idea that public relations should be strategic has recently become popular among public relations practitioners.

11.Public relations professionals can and do work with marketing departments to build relationships with consumers--with markets.

12.In excellent public relations departments, the senior public relations manager was part of or easily could make contact with the members of the dominant coalition.

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