English for advertising and PR. Учебное пособие

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

14.Buyers may be looking for a better mouse-trap as a solution to a mouse problem.

READING WORK

Before reading:

How do you understand the modern value of PR?

Read and remember new words:

Encountered – встречающиеся

Practitioner – практик

Improve – улучшать

Exclaim – восклицать, возмущаться

Nod – кивать

Agreement – соглашение

Testimony – свидетельство, доказательство

Curriculum – курс обучения, учебная программа

Job skill – профессиональные навыки

Periphery – окраина, периферия

Significant – важный, существенный

Achieve – достигать

Execution – выполнение, оформление, реализация

Target audiences – целевая аудитория

Assessment – экспертиза, оценка, анализ

Read and translate the text. Find the main idea. Be ready to summarize and retell it:

MODERN VALUE OF PUBLIC RELATIONS

Public relations research is applied. It tries to solve problems encountered by practitioners. In turn, this applied research generates new knowledge about public relations and theories of public relations. As research solves practitioner problems, the practice of public relations should become more effective. An illustration is the Jones and Chase model of issues management. The model improved the practice of issues management by making it more systematized and effective. New knowledge and theories about public relations improve the practice of public relations.

For years, public relations researchers were the ones exclaiming the value of public relations research. Practitioners nodded in agreement, but little was done to make research an essential part of the public relations practice. That trend has changed as practitioners now value and try to utilize research.

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The 1999 Commission on Public Relations Education and the Public Relations

Society of America’s Silver Anvil Awards stand as testimony to the respect research has gained among practitioners. The Commission on Public Relations Education was composed of practitioners and educators. Their task was to decide the shape of public relations education for the next century. As a field evolves and changes, the training required to enter the field will change. The Commission sought to understand the current and future demands of the field. Those demands would provide the foundation for the curriculum used to train future public relations practitioners. Research emerged as one of the key skills needed by future practitioners. A significant change in the curriculum from the previous Commission report was the addition of a class dedicated to public relations research. Research was now recognized as a central job skill in public relations and a critical component of the public relations curriculum/training. Research had moved from the periphery to the core of the public relations practice and education. The Public Relations Society of America (PRSA) is the largest professional organization of public relations practitioners in the United States. Each year PRSA sponsors the Silver Anvil competition. This competition recognizes the best work in the field and is one of the highest honors a public relations department or agency can achieve. Following the four-step process of public relations, each entry is judged on (1) research–collect information/data used to create objectives, target audiences, and key strategies; (2) planning– (3) execution–explains the tactics used in the public relations effort; and (4) evaluation–assessment of outcomes to show whether or not an objective was achieved. Research is essential to earning one of public relations’ highest honors. Formative research documents the research criteria; process research documents the execution criteria, and evaluative research documents success or failure to achieve an objective. Practitioners are reminded of research’s value and the practice reaffirms its importance through the Silver Anvil

Awards. Research is establishing itself as a core element of public relations. That does not mean all practitioners embrace or even use it. If you review Silver Anvil Award entries, you will find lapses even in those public relations efforts seeking to be honored. However, public relations research is now a required element in a public relations curriculum. This means that future practitioners, coming from strong public relations programs, will have the skills and knowledge necessary to execute public relations re-search. As recently as the 1980s and 1990s, properly trained practitioners were not being provided with the research skills. As a result, research had been neglected out of a lack of skill. Lack of skill should not be a barrier with recent and future graduates.

Answer the questions:

1.What does research serve to?

2.What does Silver Anvil Awards prove?

3.What is the main task of the Commission on Public Relations Education? 4.What skills are regarded as key ones needed by future practitioners?

5.What is one of the highest honors that can be achieved by a public relations department?

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6.What place does research take in a public relations curriculum?

7.What was the weak point of public relations programs the 1980s and 1990s?

Discussion:

How has the role of PR evolved in the digital age?

What are the key benefits of PR in today's business environment?

How can PR help organizations build and maintain a strong reputation?

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UNIT 6

•The Infinitive. Theoretical work

•The Infinitive. Practical work

•“Career as a PR specialist. A PR Specialist Job”

GRAMMAR WORK

THEORETICAL WORK

THE INFINITIVE

Инфинитив – это неличная форма глагола, которая выражает действие, не указывая лицо и число.

Инфинитив отвечает на вопросы что делать? что сделать?

Например, to go – идти, прийти; to produce – производить, произвести; to keep – хранить; to give – дать, отдать.

Инфинитив имеет формы времени и залога. В английском языке переходные глаголы имеют четыре формы инфинитива в действительном залоге и две в страдательном

Формальным признаком инфинитива является частица to. Но часто опускается. Так, частица to не ставится перед инфинитивом, если он употреблен после модальных глаголов или глаголов чувственного восприятия в составе конструкции "сложное дополнение"

ФОРМЫ ИНФИНИТИВА

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ОСОБЕННОСТИ УПОТРЕБЛЕНИЯ ФОРМ ИНФИНИТИВА

INDEFINITE INFINITIVE

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го действию, выраженному глаголом в личной форме.

PRACTICAL WORK

1. Переведите следующие предложения на русский язык, обращая внимание на инфинитив в функции подлежащего.

1.To observe is the primary rule of any investigation.

2.To obtain this information is necessary for carrying out further investigations.

3.To carry on such investigations was not an easy thing.

4.To transmit the information by media has become a practical possibility not so

long.

5.To transmit the information by media has become a practical possibility not so long ago

6.How to behave in this complicated situation should be thought over.

7.Not to make mistakes often means not to work.

8.To give an adequate yet brief account of the influence of the physiological sciences in the twentieth century is the most difficult task and yet it would be essential to do it.

9.To meet the increased demand for consumer goods, a new market has been opened in the Mall.

10.To explain that the information given is correct will require considerable time.

2. Переведите следующие предложения, содержащие инфинитив в функции обстоятельства цели и дополнения.

1.To see the dependence, look at the picture.

2.To illustrate the difficulties of studying this report several facts may be cited.

3.Consider the following analogy in order to understand the procedure.

4.She is known to have been working on this project for three years.

5.I am glad to have helped you.

6.My broker agent advised me to buy this company’s shares.

7.There is no even a chance for him to be promoted.

8.I am proud to have been given an opportunity of working on your staff.

9.The current government isn’t taking decisive steps to improve the state of national economy.

10.I let my boss know that I had no interest in a counter offer.

3. Переведите следующие предложения, определите функцию инфинитива.

1.To explain that the rules given are correct, you must study them first.

2.The applicant is too inexperienced for us to consider employing him.

3.The company is known to have gone bankrupt.

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4.Assistants who like power find it difficult to delegate responsibility.

5.We want you to pay attention to our new advertising campaign.

6.I waited for the CEO to give me instructions how to improve productivity and stay competitive.

7.Our share of market seems to have gone down two months ago.

8.They expect the turnover to increase by at least 5 per cent.

9.Our assistant deserves to be paid more as she is regularly on over-time.

10.This is for the public relations department to project the right image of the company.

4. Переведите следующие предложения, определите функции инфини-

тива.

1.To bring to an end means to complete.

2.The author’s major concern is to make the reader realize the importance of this research.

3.To forsee the future will be like requires analysis of the past experience.

4.To be able to forsee the future, we must begin by a thorough analysis of the

past.

5.The problem to be of great importance must have been solved.

6.The Internet allows one to get current information in a short time.

7.Absence of a unified theory for this fact makes it difficult to interpret correctly the available results.

8.If we can’t do as we would, we must do as we can.

9.To sum up, let us collect our ideas about the way of advertising.

10.About one hundred reports are to be made at the scientific conference.

5. Переведите следующие предложения, определите Объективный и Субъективный инфинитивные обороты.

1.We know science to affect the lives of people.

2.Science is known to affect the lives of people.

3.We heard her have established a project of her own.

4.To achieve the full benefits of public relations, a wide variety of problems, ranging from theory to practical implementation options must be treated.

5.We heard this group of scientists be still working at this problem.

6.This article has attempted to describe some new important approaches to the field of public relations and advertising that are sure to evolve in the coming decade.

7.To sum up, let us collect our ideas about the way in which the advertisement can have a result.

8.She is about to finish her work.

9.The author devoted a special chapter of his book to what may be expected to dominate the science scene in the nearest future.

10.He was about to leave the room.

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READING TIME

Before reading:

Why do you choose the PR profession? How many directions of work can you name?

Read and remember new words:

To beaware – быть осведомленным

On behalf of – от имени, от лица

Non-profit organization – некоммерческая организация

Outcome – итог

Newsletter – информационный бюллетень

Working schedule – график работы

To graduate from the institute – заканчивать институт

To work under pressure – работать под давлением

To prove – зарекомендовывать себя

Imovie – редактор Видео ШОУ

Make the most of – максимально использовать

Read and translate the text. Define the most important skills for a PR specialist:

CAREER AS A PR SPECIALIST

A PR Specialist Job

Career as a PR specialist can be very rewarding. More and more organisations and businesses are aware that their publicimage has a major influence on their overall success. As a result, PR specialists are increasingly sought after regardless of the economic situation.

What Does a PR Specialist Do

The main responsibility of a PR specialist is to communicate with the public and media on behalf of his/her client who can be a company, non-profit organisation or an individual. And the outcome of this communication has to be a positive public image and creation of strong relationship with the media, customers, the employees, investors and other interest groups as well as the general public.

A PR specialist is expected to appear on public events such as conferences, write press releases and newsletters, and to do a variety of tasks that have an influence on his/her client’s public image. In many cases, this requires a great deal of flexibility in terms of both working place and schedule, especially in times of crisis situations. For example, when a negative news about the client gets into public, PR specialist is expected to respond promptly and efficiently in order to help the client retain their good reputation.

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A PR specialist may work for a PR firm, or in a PR department of a larger company or non-profit organisation. But many PR specialists also run their own business as consultants or freelance specialists.

Who Can Become a PR Specialist

In order to be considered for the job of a PR specialist, a Bachelor’s degree from journalism or communications is typically required. But many people who have created a career as PR specialists also get formal education in other fields including English, Advertising, Creative Writing, Psychology, etc. Most of them, however, also attended accredited PR courses and training. Although formal education is highly important, PR firms and organisations that are looking for PR specialists, however, also look for exceptional communication skills which are not easily acquired. In order to represent their clients in the best manner, a PR specialist must have strong 48 verbal and writing communication skills as well as to be able to work under pressure.

What are the Salaries of PR Specialists

Salaries of PR specialists vary greatly but in average, they earn about £40,000 a year. An entry-level PR specialist earn slightly less, while those who have already proven in the field of public relations earn as much as double of the average. The very top PR specialists whose services are highly sought after usually earn six-figure salaries.

Skills a PR pro of the future should have in 2025

The skills PR professionals have today will be vastly different in the future. Communications Conversations has predicted the top skills PR professionals must have in 2025.

“Blogger outreach” Blogs

“Blogger outreach” Blogs will only increase in number and popularity in the future, and it means that PR professionals need to incorporate blogger outreach into their strategies. Blogs are a great way to reach a huge number of readers. PR professionals need to learn how to communicate with bloggers and use this media platform to deliver their messages to a target audience.

Copywriting for advertising

In the future Online Advertising may focus more on the message delivery then the creativity of the ad. PR professionals can create advertisements for Facebook, e- newsletters, Google Adwords and more. It means PR professionals need the skills for writing great online advertisements.

Videos & Podcasts

Video production Clients may want PR professionals to create unique company content such as videos or podcasts. PR professionals will be expected to know how to use video editing programs such as IMovie or sound editing programs such as Garage band.

Search Engine Optimisation (AEO)

PR professionals will need to know how to make the most of SEO that their messages see by the most amounts of people.

Manage Digital Content

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