English for advertising and PR. Учебное пособие

However, social media did not become mainstream until the launch of the social networking site MySpace in 2003, which was the first site that enabled personalised profiles and continually offered new features based on user demand (Boyd & Ellison, 2007). Facebook was launched one year later and became the most popular social networking site worldwide, overtaking MySpace in 2008 (Edosomwan et al., 2011).

The constantly changing and evolving social media landscape impedes a general categorisation of its existing platforms. The importance of some once-popular social media platforms such as MySpace decreased significantly over the years, while others such as Google+ or Vine have ceased altogether. In contrast, more recent platforms such as the short-form video application TikTok emerged, rapidly increasing in popularity and even changing the way that social media works (Herrman, 2019).

However, several scholars, journalists and bloggers have tried to categorise the different types of social media. Kaplan and Haenlein (2010), for instance, were the first to develop six different social media categories: • Collaborative projects such as Wikipedia, • Blogs, • Content communities like YouTube, • Social networking sites such as Facebook, • Virtual game worlds, • Virtual social worlds like Second Life.

In the same year, Evans (2010) also identified the categories social news, social bookmarking, social events, microblogging, and forums in addition to blogs, Wikis, social sharing and social networking sites. Only two years later, Safko (2012) listed 15 different social media categories, of which he presented blogging, microblogging and social networks as the most important platforms.

In 2019, French social media expert Cavazza identified 27 different groups of social media services, which he condensed into six main categories: publishing, sharing, messaging, discussing, collaborating and networking. Figure 1 presents the complex social media landscape existing in 2019. It features 135 different social media services grouped according to those six different social media categories. The contemporary landscape is clearly dominated by the Facebook corporation, which owns Facebook, Facebook Messenger, Instagram and WhatsApp. However, other platforms are still very popular in their specific niche (Cavazza, 2019).

3. TECHNOLOGY-BASED CHARACTERISTICS OF MESSAGES AND ME-

DIA. MEDIA STRATEGY AND TECHNOLOGY

Theories of technological determinism suggest that the nature of societies, organizations, and communication is shaped by technologies employed. Marshall McLuhan popularized this notion when he observed “the medium is the message” (McLuhan,

1964, p. 9). In deploying alternative communications technologies, public relations practitioners must be keenly aware of the technological characteristics of various media and select communications media that best match their needs.

Communications technology should be deployed strategically and in combination to achieve desired outcomes. In 2001, Kirk Hallahan outlined a model of five principal types of public relations media in an effort to identify the most basic types of communications media based on their technological characteristics and uses. Briefly, these include the following:

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Public media –Traditional mass media (newspapers, magazines, radio, and television) are operated by third parties that depend on sources for material but assume responsibility for the actual delivery of messages to audiences. People are exposed to public relations– sponsored messages through a process of incidental exposure when they read, listen to, or view media as part of their everyday lives. For that reason, public media represent the best technologies to generate broad public awareness of a topic efficiently, but are not necessarily effective to promote actions.

Interactive media –These computerand telephone based delivery systems are distinguished from public media by the ability of users to use the technology to control media content and provide direct feedback. Examples include Internet-based technologies (e.g., World Wide Web, e-mail, discussion and newsgroups, and bulletin boards) and automated telephone response systems. Importantly, interactive media depend upon users to seek out information – an involvement level that far exceeds exposure commonly found in public media. When structured correctly, interactive media enable people to take perfunctory actions that can be completed electronically.

Controlled media – Numerous tools that are designed, produced, manufactured, and distributed by message sponsors fall into this category: printed materials, CDs, video brochures, promotional specialties, and so on. Although the technologies vary widely, the onus of delivering the message falls to message sponsors, who must make materials available for people and get materials into their hands through postal mail or package or personal delivery. Unlike the rather superficial and often limited messages delivered in public media, controlled media give sponsors complete latitude to say as much as they want to say however they want to say it. Controlled media are a comparatively costly set of technologies to create awareness and incorporate only limited opportunities for people to act (such as filling out a coupon or form).

Events and group communication – These involve bringing people together in one geographic or virtual (online) location. In most cases, the principal tool used is oral communication where speakers make presentations or engage those in attendance in conversation. However, events are often enhanced through sound amplification and audiovisual equipment and the creation of a conducive atmosphere that engages participation and involvement – decorations, pageantry, music, and sound. Importantly, people at events learn as much from others in attendance as they do from any formal presentations and their lasting impressions are based upon their personal experience. Events and group communications, thus, are most valuable forrein-forcing existing beliefs and attitudes. Many largescale settings are not conducive to making commitments or taking personal actions.

One-on-one communication – The last group of public relations tools involves simple techniques and comparatively unsophisticated technologies in which one representative of an organization communicates on a personal level with an individual member of an important constituency or public. One-on-one communications can use oral communication in the form of personal meetings, visits or telephone conversations, as well as written (textual) communication.

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4. PR FOR NONPROFIT ORGANIZATIONS. NONPROFIT ORGANIZA-

TIONS

Nonprofit organizations comprise the sector of the economy referred to as the nonprofit, voluntary, or third sector. Incorporated under state law as charitable or not- for-profit corporations, these organizations are distinguished from organizations that focus on either making a profit (the private sector) or serving as an arm of government (the governmental sector). The nonprofit organization must focus on making some portion of society better or preventing it from becoming worse. As a result, nonprofit organizations provide not only welfare services but also social, educational, and cultural services. This category of organization is also called not-for-profit.

The nonprofit sector has a significant impact not only on quality of life, but also on the economy. In 2000, over $200 billion in donations from individuals, corporations, bequests, and foundations were collected to serve a variety of community needs. This sector may be the fastest-growing sector in the United States economy, with over 1.6 million nonprofit organizations in existence. With their focus on issues such as education, culture, religion, social service, environment, and health, nonprofit organizations are an important part of both the economy and community life. Involvement in such organizations has long been characteristic of American culture. Researchers such as Harvard professor Robert Putman have suggested that the number or density of such organizations is predictive of a region’s economic health, governmental efficiency, personal happiness, and faith in public institutions. Statistics indicate that the number of nonprofit organizations continues to grow, with as many as 50,000 new charities created in recent years. Times of economic growth encourage the development of nonprofit organizations. Nonprofit organizations are developed within local communities to meet specific local needs such as an animal shelter or boosters to support the local marching band. They exist along with those organizations defined as regional or national, such as the American Lung Association. Included in the nonprofit sector are hospitals, schools, museums, homeless shelters, research centers, youth groups, symphony orchestras, houses of worship, and health organizations such as the American Cancer Society and the American Heart Association. An effective nonprofit organization will focus on gaining the appropriate public attention, public concern for its mission, conviction that the organization is bringing about effective change, and commitment to involvement and donations. These objectives are achievable through an effective public relations approach.

Public relations function

The public relations function in most nonprofit organizations includes creating awareness and acceptance of the organization’s mission; communicating effectively with key publics, including employees, volunteers, the community, those served by the organization, and the media; developing, maintaining, and monitoring the organization’s issue area, organizational policy, and public policy relevant to the organization; and maintaining the organization’s reputation with donors. This means that the communication function will include media relations, publicity, issues management, public affairs, speech writing, publications, promotional writing, and, at times, crisis management.

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5. THE ROLE OF PUBLIC RELATIONS IN NON-PROFIT ORGANISA-

TIONS

Non-profit organisations, like any other organisations, need to communicate with its public to survive. This is one of the main reasons why non-profit organisations should establish a set of public relations goals. The success of an organisation in achieving these goals can be understood in the backdrop of roles played by public relations today in nonprofit organisations.

Wilcox (2005) underscores that public relations plays a key role in non-profit organisations’ success. It helps a non-profit organisation to achieve its goals (Feinglass, 2005) .One of the key goals that it helps an organisation to achieve is to get volunteers. However, public relations helps an organisation to achieve much more than recruiting volunteers as Lattimore et al. (2004) underscores that non-profit organisations have many stakeholders such as employees, volunteers, individual donors and all these people have different public relations needs, and it is not an easy job to satisfy them all. There-fore, one of the first steps in this direction should be to start using public relations internally within the organisation before the focus is shifted to external clients (Dan Barker as cited in Feinglass, 2005) According to Reilly (1981) internal public relations programs must be developed to achieve effective internal communication through periodic meetings, effective super-vision, and by creating friendly surroundings that may assist in recruiting volunteers and employees. In other words, public relations must motivate volunteers and employees because they need to be motivated to get the work done. In addition, non-profit organizations need public relations activities to improve their image in the eyes of its public.

This is essential because they are accountable to their public who generously support them on various accounts.

Non-profit organisations in sharp contrast to other businesses are not supposed to use advertising to promote themselves. One of the main reasons for this is that use of advertising by non-profit organisations is considered unethical.

Another key reason is that these organisations have limited resources and therefore have to adopt creative means to achieve their goals (Ru-benstein as cited in Feinglass, 2005).In practice, non-profit organisations today are using print and electronic media advertising to recruit volunteers and to raise funds.

Feinglass (2005) underscores that public relations make activities more meaningful, sensitive and effective for non-profit organisations. According to Wilcox et al. (1992) effective activities that make news and attract large groups is a way to increase public awareness. Therefore, it is a prerequisite for a public relations practitioner to develop good relationships with the media to achieve their organisation’s goals. In short, public relations plays a key role in helping non-profit organisations to gather support for its mission on the one hand and on the other in communicating with its key public.

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6. THE NATURE OF MANAGERIAL COMMUNICATION

Communication is the exchange of messages between people for the purpose of achieving common meanings. Unless common meanings are shared, managers find it extremely difficult to influence others. For example, in looking back on his efforts to revitalize General Motors, former CEO Roger Smith says that he would make the same decisions for again regarding the implementation of major changes to rebuild the company foe global leadership in the twenty first century.

Types of Communication

In their work, managers use two major types of communication: verbal and nonverbal. Eachtype plays an important part in the effective transmissions of messages within organizations.

Verbal Communication.

Verbal communication is the written or oral use of words to communicate. Both written and oral communications are pervasive in organizations. Written communication occurs through a variety of means, such as business letters, office memorandums, reports, resumes, written telephone messages, newsletters, and policy manuals. In many cases, considerable time and effort are expended in preparing written communications. According to several estimates, the cost of producing a single letter or memo has risen to more than $7, with one recent estimate placing the figure as high as $25 for the average memo. Yet one study of 800 randomly selected letters from a variety of industries indicates that written business correspondence suffers from significant deficiencies in such areas as proper word usage, clear sentence construction, and precision. A related study shows that more than 80 percent of managers judge the quality of the written communication they receive as either fair or poor. They also did not give themselves very high grades, with 55 percent describing their own writing skills as fair or poor. Despite some possible shortcomings in writing skills, written communication generally has several advantages over oral communication. Written communication provides a records of the message, can be disseminated widely with a minimum of effort, and allows the sender to think through the intended message carefully. Written communication also has several disadvantages, including the expense of preparation, the relatively impersonal nature of written communications, possible misunderstanding by the receiver, and the delay of feedback regarding the effectiveness of the message.

In contrast to written communication, oral communication, or the spoken word, take place largely through face-to-face conversations with another individual, meetings with several individuals, and telephone conversations. Oral communication has the advantage of being fast, is generally more personal than written communication, and provides immediate feedback from others involved in the conversation. Disadvantages include the fact that oral communication can be time-consuming, can be more difficult to terminate, and requires that additional effort be expended to document what is said if a record is necessary.

Given the advantages and disadvantages of written and oral communication, it is not surprising that both types of verbal communication are used.

Nonverbal Communication.

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Nonverbal communication is communication by means of elements and behaviors that are not coded into words. Studies estimate of elements that nonverbal aspects account for between 65 and 93 percent of what gets communicated. Interestingly, it is quite difficult to engage in verbal communication without some accompanying form of nonverbal communication. Important categories of nonverbal communication include kinesic behaviour, proxemics, paralanguage, and object language.

Kinesic behavior refers to body movements, such as gestures, facial expressions, eye movements, and posture. We often draw conclusions regarding people’s feelings about an issue, not only from their words but also from their nonverbal behaviour, such as their facial expressions.

Proxemics refers to the influence of proximity and space on communication. For example, some managers arrange their offices so that they have an informal area where people can sit without experiencing the spatial distance and formality created by a big desk. Another example of proxemics, which you have probably experienced, is that you are more likely to get to know students whom you happen to sit near in class than students who are sitting in other parts of the room.

Paralanguage refers to vocal aspect of communication that relate to how something is said rather that to what is said. Voice quality, tone of voice, laughing, and yawning fit in this category. Object language refers to the communicative use of material things, including clothing, cosmetics, furniture, and architecture. If you have prepared a job resume lately, you probably gave some thought to the layout and to the type of paper on which you wanted your resume printed nonverbal aspects of your communication about yourself and your credentials. Nonverbal elements form an important part of the messages that managers communicate.

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ЗАКЛЮЧЕНИЕ

Пособие состоит из 9 уроков, включающих теоретический материал по грамматике, практические упражнения по грамматике, работу с текстом и обсуждение тематики с проверкой знаний лексики, устойчивых словосочетаний, текстов для самостоятельного перевода, а также грамматических конструкций, соответствующих стандартами ФГОС.

Данное учебное пособие может быть использовано как для аудиторной, так и самостоятельной работы студентов первого и второго курсов направления «Реклама и связи с общественностью» очного, заочного и дистанционного формата обучения. При работе с пособием студенты повышают уровень освоения иностранного языка, увеличивают словарный запас и развивают языковые компетенции в сфере рекламы и связей с общественностью.

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