English for students of PR and advertising. Учебное пособие для студентов высших учебных заведений

Е.А. Кокорина

ENGLISH FOR STUDENTS OF PR AND

ADVERTISING

УЧЕБНОЕ ПОСОБИЕ

для студентов высших учебных заведений

New York

2019

студентовксовременанглийскимсловаря,находящимсяым свободдоступеин,омернетеакимкакО сфсл,словарьрдскийварь Лонг,Кэмсловарьбриджскийан,Вэбстерскийсловарь,

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Макмиллана и др. Это, безусловно, улучшает навыки самостоятельной работы студентов над лексикой английского языка.

Основной методологической базой учебного пособия является коммуникативный подход к обучению и творческая работа студентов.

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Chapter 1. What is Public Relations?

Unit 1. What’s PR?

Exercise 1. Read and translate the text. Compare all the definitions of PR. Choose the best one or create your own. Write down theses of the definitions of PR.

Definitions of Public Relations

Here are some definitions of public relations. The list starts with Ivy Lee, the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays, established the first definition of public relations in the early 1900s as follows: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization...

followed by executing a program of action to deserve public understanding and acceptance".

2)Public relations helps an organization and its publics adapt mutually to each other. PRSA (Public Relations Society of America, in 1982)

3)Public relations is a strategic communication process that makes mutually beneficial relationships between organizations and their publics. PRSA (Public Relations Society of America, in 2011 and 2012)

4)Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest. WAPRA (the World Assembly of Public Relations Associations)

5)Public relations is the planned and sustained effort to establish and maintain goodwill and understanding between an organization and its publics. By these words it is “the planned and sustained effort”. It means that PR activity is organized as campaign or program and is a continuous systematic activity. Its purpose is “to establish and maintain mutual understanding”- that is, to make sure that the organization is understood by others. This mutual understanding is made between an organization and its publics. BIPR (The British Institute of Public Relations)

6)Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of

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communication, to achieve mutual understanding, realize organizational goals, and serve the public interest. CPRS (The Canadian Public Relations Society)

7)Public relations is a promotion intended to create goodwill for a person or institution. Webster's Dictionary

8)Public relations is specialized activity of relater (PR-men and PRwomen) — 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. This 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. Dictionary ABBYY Lingvo

9)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. Samuel Black, Professor of Public Relations, in the book "What Is PR?"

10)Public relations communicates the news, influences the news, receives the news, and responds to the news for a brand via the media. It’s the art and science of talking to the right audience in the right voice. PR is the communication hub of an organization. It influences and shapes a company’s image, reputation, brand perception and culture. PR connects a brand and its public via direct messages or editorial media including print, broadcast, radio, digital, video or social media. Before social media, a company had one voice; now social media encompasses an orchestra of voices that contribute to a company’s image, reputation, brand perception and its public community. Lisa Buyer – The Buyer Group

11)Public relations is as communicative function of management by means of which the organizations adapt to the environment surrounding them change (or keep) it for achievement of the organizational purposes. Professors Lawrence V. Longie and Vincent Hazelton

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Read and memorize the active vocabulary and professional expressions

18.implement - осуществлять, коммуникационныйцентр

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тезис

Exercise 2. Answer the following questions.

1.Why is PR very important nowadays?

2.What was the first definition of public relations?

3.What is the most adequate definition of Public relations in modern practice?

4.How does PR educate people?

5.What is The Buyer Group?

6.What is the main task of PR activity?

7.What is mutual understanding?

8.What examples of PR activity do you know?

9.Why have you chosen the profession of a PR specialist?

10.Do you think that a student of PR should have work experience before graduation?

Exercise 3. Translate the text into English.

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«PR» — нейтральнуюилиотрицательную.

(From Wikipedia, the free encyclopedia)

Exercise 4. Speaking:

Look up the definitions of PR in the dictionaries such as Oxford Dictionary, Longman Dictionary, Cambridge Dictionary and Macmillan Dictionary. Explain in details how you understand their contents.

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