English for advertising and PR. Учебное пособие

PR professionals will need to learn how to create, manage and analyse Digital Content. For example, they will need to know how to use WordPress to create or update a website.

Create and curate content on social media

In the future PR professionals will own social media content creation and digital marketing. PR professionals can do this effectively because they know how to write engaging and valuable content for social media.

If you want to get ahead in the PR profession why not start learning these new skills now and be prepared for the future today.

(From Wikipedia, the free encyclopedia)

Answer the questions:

1.Is it important for PR Specialist to have communication skills?

2.What kind of writing skills should PR Specialist have?

3.Name digital marketing skills which are necessary for every PR Specialist?

4.What soft skills should a PR specialist get?

Discussion:

Describe one of the PR jobs: a Brand manager, a SMM manager, a BTL manager, a Speech writer, a Blogger, a PR-manager, a Promoter, Image maker, an Advertising manager, News maker and others.

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UNIT 7

•Причастие Participle I, Participle II, Perfect participle. Theoretical

work

•Причастие Participle I, Participle II, Perfect participle. Practical

work

•Text “Public relations and technology. Communicating change.”

GRAMMAR WORK

THEORETICAL WORK

THE PARTICIPLE

Причастие – это неличная форма глагола, которая обладает признаками прилагательного (иногда наречия) и глагола.

Глагольные признаки причастия:

Может иметь прямое дополнение, определяться наречием и иметь формы времени и залога. Но время, выраженное причастием, носит относительный характер, т. е. соотносится с действием глагола-сказуемого предложения и выражает либо одновременность, либо предшествование этому действию.

Признаки прилагательного у причастия:

Обозначает признак предмета по действию.

ФОРМЫ ПРИЧАСТИЯ

ФУНКЦИИ ПРИЧАСТИЯ В ПРЕДЛОЖЕНИИ

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ОБЪЕКТНАЯ ПРИЧАСТНАЯ КОНСТРУКЦИЯ (THE OBJECTIVE

PARTICIPIAL CONSTRUCTION)

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СУБЪЕКТНАЯ ПРИЧАСТНАЯ КОНСТРУКЦИЯ (THE SUBJECTIVE

PARTICIPIAL CONSTRUCTION)

НЕЗАВИСИМЫЙ ПРИЧАСТНЫЙ ОБОРОТ (THE NOMINATIVE AB-

SOLUTE PARTICIPIAL CONSTRUCTION)

В предложении независимый причастный оборот выделяется запятой и выполняет функцию обстоятельства. Если независимый причастный оборот стоит в начале предложения, он переводится на русский язык придаточным предложением времени, причины, условия с союзами когда, так как, если.

Независимый причастный оборот в конце предложения обычно переводится самостоятельным предложением (иногда со словами при этом, причем).

PRACTICAL WORK

1. Переведите следующие предложения, содержащие причастие в функции определения. Обратите внимание на место причастия по отношению к определяемому слову.

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1.The arriving delegates are met by the organizers of the conference.

2.Nobody of the authors concerned has based his approach on the method discussed.

3.No single actions taken or decision made could help to settle the situation.

4.The text being translated contains many unknown words.

5.The results presented in this paper helps us to deeply understand the properties of the approach.

6.A theoretical solution of the problem concerned keeps in line with the main purpose of the paper to be published in the nearest future.

7.The seminar course in Marketing and advertising held in May helped much to young managers.

8.The results reported here will help to understand the idea of the article.

9.The paper on ways of marketing following the report on the public relations was presented by the lecturer.

10.This is a solution of the problem so long looked for

2. Переведите следующие предложения, определите причастие в функции части сказуемого.

1.I made a mistake when I was planning this report.

2.He will be preparing for the forthcoming examination tomorrow the whole day.

3.The have already discussed the results of the survey for an hour.

4.We have failed to confirm this result.

5.All these problems will be discussed from both theoretical and experimental viewpoints.

6.The contribution of Russian specialists to marketing research has been greatly appreciated.

7.This question was raised when we were discussing the research program.

8.The lecturer was listened with great attention.

9.The researchers of this group of scientists are written much about.

10.The facts must have been referred to in the report.

3. Переведите предложения, определите причастие в функции обстоятельства.

1.Having used this approach the student got some problems in understanding the article.

2.Discussing this problem they discover many interesting things.

3.Once started, the process difficult to stop.

4.Having worked out some important theory in the field of public relations, the researcher put it into practice.

5.This argument is rather doubtful, belonging as it does to some other field of research.

6.The explanation given is by no means exhaustive, ignoring as it does the social media.

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7.Discussing this problem they discover many interesting things.

8.Putting it another way, the question should be reconsidered.

9.Having completed the research we made a thorough analysis of the data obtained.

10.Reading this article, the students wrote down a great amount of new information.

4. Переведите следующие предложения, определите Зависимый и Независимый, объективный и субъективный причастные обороты.

1.Considered from this point of view, the question will be of great interest.

2.The question of collective scientific discoveries has already been raised, it having been suggested that a solution of some urgent problems can be best achieved that way.

3.Investigations being curried on in the field of Marketing and advertising, new possibilities for applying new methods open up.

4.In the discussion so far the company has the role of the entrepreneur, one which too often being not realized.

5.There being too many complicated problems on that subject they have to go on working.

6.We heard his scientific paper printed.

7.We know him graduating from the University.

8.The story may be said being overestimated.

9.Science is known affecting the lives of people.

10.This problem was found having been solved long ago.

5. Переведите следующие предложения, определите функцию причастия и причастных оборотов. Определите форму причастия.

1.In this article new marketing approaches are presented and discussed.

2.The Internet being a democratic, voluntary network, anyone can join and freely publish and access information on it.

3.The approach presented used accepted and known methods and ways of sell-

ing.

4.Inspired and backed by the supervisor, this young researcher demonstrated his particular scientific inclinations, while working at this complicated project.

5.Having been collected the data of the survey were processed.

6.Discussing this problem we have only one idea involved that of final results.

7.This post –graduate student has his thesis defended.

8.Having finished his report the speaker waited for comments.

9.Being invited too late he could not go to the conference.

10.The language is constantly in flux: it is a living flux, shifting, changing, receiving new strength, losing old forms, the current of time continuously bringing about a fresh flow of words.

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READING WORK

Before reading:

What changes happened in the work of PR practitioner with appearing of the Internet? What does the Internet mean to you?

Read and remember the words:

Convergence – слияние, сближение, совпадение

To forecast – предсказывать

To accomplish – завершать

Influential – авторитетный, влиятельный

Uncanny ability – уникальная способность

Seamlessly – беспрепятственно, без проблем, плавно

To spread – распространяться

Approximately – приблизительно

By word-of-mouth – из уст в уста

Impact – влияние

To harness – использовать, задействовать

Comprise – включать в себя, состоять из

Frontier – рубеж, граница

Infectious – заразительный

Scope – возможность, охват, сфера

Crier – глашатай

To embark on – предпринимать, вступить на

Purchase – покупка, приобретение

Consequences – последствия

Read and translate the text. Make a summary and retell it:

PUBLIC RELATIONS AND TECHNOLOGY.

COMMUNICATING CHANGE

Mass communication media have come to play a dominant role in the life of everyone, including the public relations practitioner. With the growth and convergence of global telecommunications and information technology, the role of these media can only become even more important in the future. Few people, let alone organizations, dare to forecast where this will lead in years to come other than to suggest that the media will play a vital role in the survival of every organization [Oliver S. P.63].

The Internet is a forum where anyone can speak freely and share an opinion in an uncontrolled environment, unlike traditional media that always have filters – a reporter, a researcher, or a broadcaster who reviews the information and presents a reasoned opinion. Public relations professionals need to understand how to influence the pure, unfiltered opinions that are shared over the Internet to reach their own goals, as well as the goals of their clients. To accomplish this, public relations professionals need to first identify the influential people who shape public opinion online and of-

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fline and who share the uncanny ability to seamlessly spread information by word-of- mouth.

In the old economy – or the offline world – one person was generally thought to have an impact on the attitudes and behavior of approximately two people. Today, an e-fluential has an impact on the attitudes and behavior of approximately 14 people. The challenge today, and in the future, will be for companies to understand e- fluentials and harness their potential impact to achieve measurable business results.

The classic 1970s Faberge Organics shampoo television commercial serves as a dramatic example of how the opinions of e-fluentials travel across cyberspace. In the commercial, a woman tells two friends about the product, and they tell two friends and so on and so on, and as she speaks, her image multiplies across the screen. If that commercial were broadcast today and that woman was an e-fluential, she would influence 14 friends, with her opinion spreading in multiples of 14 rather than two.

E-fluentials, who comprise 10 percent (11.1 million) of the U.S. online adult population – up from 8 percent (9 million) since Burson-Marsteller’s first study in 1999 – were among the first to explore the Internet frontier and remain today’s most prominent online trailblazers.

The following are the Secrets of E-fluentials, which were uncovered by our latest research:

Secret #1: E-fluentials are infectious. They project their opinions far beyond the scope of their individual contacts. An efluential imparts an experience to 14 individuals on average. The vast majority spreads the word through multiple communication channels. These electronic town criers are as likely to share information on products and services offline as they are to relay their experiences online.

Because of the extensive reach of e-fluentials’ opinions, it is critical that companies establish brand recognition and win customer preference among these opinionbrokers to expand their customer base.

Secret #2: E-fluentials share negative experiences. E-fluentials spread news describing a negative experience to a wider audience than they would a positive experience. Since e-fluentials highly value one-on-one dialogue and information exchange, companies can better manage their reputations by inviting feedback and providing a forum where efluentials can chat about their positive and negative experiences – and query others.

Secret #3: Gender affects e-fluentials’ choice of information sites. When developing customer acquisition and retention campaigns, marketers need to be aware of different categories of e-fluentials. Male and female e-fluentials go online to provide or read opinions with diverging agendas. While men seek opinions and provide advice on technology, women e-fluentials primarily search for information pertaining to food and health, and they mobilize others on women’s issues. By knowing where specific types of e-fluentials surf online, marketers can more precisely personalize their campaigns and reap greater rewards from their messages, events, and cause related programs.

Secret #4: E-fluentials uncover the inside scoop. E-fluentials do their homework before embarking on a new purchase. An astounding 84 percent of e-fluentials have read productor service-related messages on opinion Web sites in the past year. Re-

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gardless of how frequently they visit opinion Web sites, e-fluentials cannot be fooled by “opinions” posted by hired professionals. Companies can ensure the accuracy of online information that rates the quality of their products or services by including on their sites links to other external sources that provide ratings.

Secret #5: E-fluentials value company Web sites. Company Web sites attract e- fluentials. Across a wide variety of sectors – technology, retail, finance, pharmaceutical, and automotive – company Web sites are the most widely used online information source of brand, product, and service information among e-fluentials. E- fluentials are more likely to turn to company Web sites than to online magazines or opinion Web sites for industry information. Because e-fluentials can be categorized as “information sponges,” companies need to develop a straightforward, easy-to-use information-retrieval system for the products and services featured on their Web sites.

The far-reaching effect of this powerful group of men and women can make or break a brand, marshal or dissolve support for business and consumer issues, and provide insight into events as they unfold. For companies and marketers, there is an urgent need to earn e-fluentials’ trust, approval, and support. E-fluentials’ influence has been proved to run far and wide. In this complex world, one must understand not only the direction of the traditional media, but also the shaping of public opinion. This must be done within the framework of knowing that information travels at the speed of light. Therefore, a global corporation looking to help shape the opinion of a company or to deal with a crisis has to understand that things happen instantaneously. Every piece of information has global consequences within seconds.

Not only, then, does a public relations company have to deal with the traditional media, newspapers, television, radio, but also with the Internet and its implications.

Answer the questions:

1.What do you consider the three most important aspects of using the Internet in the work of PR practitioner?

2.Why does the author underline the importance of mass communication?

3.In what way can companies expand their customer base?

4.What are advantages companies can reap taking into account gender preferences?

5.What is the reason of thorough examining online information about quality of company products or services by a company itself?

Discussion:

Explain in few sentences how you understand the notion “e-fluentials. What measure can companies take to use e-fluentials’ potential to absorb information?

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UNIT 8

•Герундий. Theoretical work

•Герундий. Practical work

•Text “External influences on public relations”

GRAMMAR WORK

THEORETICAL WORK

THE GERUND

Герундий – это неличная форма глагола, обладающая признаками как существительного, так и глагола. В русском языке такой формы нет. Герундий обозначает действия, процессы, состояния и образуется прибавлением суффикса - ing к основе глагола: to write писать – writing письмо.

ФОРМЫ ГЕРУНДИЯ:

ФУНКЦИИ ГЕРУНДИЯ В ПРЕДЛОЖЕНИИ

1. Переведите предложения, обращая внимание на герундий в функции подлежащего.

1. Studying foreign languages is necessary for every educated person.

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