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

Unit 2. Types of Public Relations

Exercise 1. Read and translate the text. Describe each of the methods.

Types of Public Relations

At the present time, experts in public relations can count more than 10 types of public relations. Types of PR are allocated generally on "color characteristics": black, white, gray, yellow, green, pink and brown. But there are also such types as self-promotion (self-praise), virus public relations, bloody PR and hidden PR.

Black PR or Sneer company

Black PR is the hidden self-advertisement and the advertising of the competitor directed to denigration and destruction of firm. As a rule, its purpose consists in providing all possible "fried" facts which can undermine authority of the opponent and compromise him: details of private life; youth errors; the juicy details connected with career ladder promotion.

White public relations

It is a type of public relations in which bears exclusively positive character and only authentic data become property of the public. Classical example of white public relations – start in mass production of Ford Mustang in 1964-65. Then the owner of corporation D. Ford as PR action organized series of parties for potential buyers where DJs came on brand new Mustangs, than stirred interest in the new car.

Gray public relations

The Gray public relations is used as different way of distribution of accurate information. At the same time the address doesn't always happen to the particular person or the company. The reason of emergence of gray PR is the lack of reliable information on various questions of life. The purposes of its usage are restoration of justice; observance of the rights and freedoms; to do harm to the competitor without violation of the law.

Brown public relations

As for Brown public relations, it is correlated to promotion of fascist and neo-fascist ideology. It is considered that the brown public relations are an element of promotion of fascism and misanthropy. But such definition of this type of PR is extreme. Marketing specialists find possible its partial using for giving to the advertised product of orientation of military. For this purpose use uniform of the military personnel, frames of military exercises, military commands, etc.

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Yellow public relations

The Yellow public relations is complex of receptions of juggling of the facts when the thought-up or counterfeited data are issued for valid. PR with shade of yellowness uses wide arsenal of receptions: juicy scandals; facts of private life; violation of cultural and moral values; display scandalous photo and video of images.

Green public relations

As for Green public relations, color of life, it is adopted by the organizations propagandizing use of natural, environmentally friendly goods and products. Here it is possible to consider promoting of healthy lifestyle, preservation of the environment as green effective public relations.

Pink public relations

Pink PR is based not on deception, and on reticence. This type is designed to indulge in wishful thinking, but not by means of a lie or a juggling of the facts, and illumination only of positive sides of activity of the company. Its image forms at the expense of the fictional story which step by step goes to success, caring for wellbeing of clients. Advertising of the offered routes of travel is a bright example from life of Pink public relations.

Self-promotion, Self-advertisement or Self-praise

The ability to present the advantages and achievements is called to the best advantage still Self-promotion, Self-advertisement or a Self-praise. To understand that the self-praise means, it is possible to consider its main receptions: frequent emergence on TV screens and in an air with estimates of any events; writing of books on topical issues of life or memoirs; meetings with the public with discussion of the different questions concerning citizens; holding own charity events; participation in sporting and entertaining events; photo and video filming in “nu” style.

Virus public relations

As for Virus public relations, it is widely used on the Internet and is based on need of people to share the necessary or interesting information. Though it is considered that actively it began to develop ten years ago, in life it was used under the name "gossip hotline" for a long time. The Virus public relations can be in the form of ridiculous videos and photos; unusual comments; Internet and SMS of mailing; flash games; short information messages.

Bloody PR

The Bloody PR aimed at a lethal outcome of an object or at acceptance on itself responsibility for others loud crime.

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Hidden PR

Technology of advertising at which information doesn’t move as advertising and as just private advices, opinions and recommendations. Such information doesn’t extend in large quantities, and pointwise, to a certain audience. Performers – those who implement advertising campaign – are registered at forums and blogs on the certain subject similar to the advertised goods and just communicate, in passing glorifying the website, products or a mark of the company. The hidden marketing is used for advance of the website, strengthening of image of the company or for advertising of goods and services of the company.

The company can choose for itself any type of PR, everything depends on the profile of the company, as well as on budget. PR is one of the most expensive activities, but having the most lasting effects, so from all the investment is the most necessary and in any case advantageous.

(From Wikipedia, the free encyclopedia)

Read and memorize the active vocabulary and professional expressions

Exercise 2. Answer the following questions.

1.What is the main purpose of PR?

2.What is the goal of Black PR?

3.What methods does Black PR use and what effect can have?

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4.What is the purpose of White PR?

5.What does Pink PR base on?

6.What is Green PR connected with?

7.What methods does Yellow PR use?

8.What does Grey PR mean?

9.What is Brown PR linked with?

10.What reception does the Self-praise PR base on?

11.What is the goal of Virus PR?

12.What case is the Hidden PR applied in?

Exercise 3. Translate the sentences into English.

1.Какправило,цельЧёрногопиарасостоитв,чтобым дискредитироватьконкурентов.

2.Чёрныйпиарспользуетвсевозможныежареные«»факты:

подробличжизни;ноошибкимолодостий;пикантные подробности,связанныепродвижкарьлест.ниемройице

3. ЦельБелогопиара состоитвтом,чтобыпоказатьположите льные аспектыродукта,фирмпре,нимуществзатрагиваяныхинтересы фирм-конкурентов.

4.ОднойизцелейСерогопиарявляетнаневредаиекосянбезкуренту нарушезако. наия

5.Серыйпиарпредоставляетнеобходимую« »информациюскрытой

6.МаркетприменяютКологиричневыйпиардляидания рекламируемомупродуктунаправ.Дляэтогитариенности используютформувоеннослужащих,кадрывоенныхучений, воинскиекомандыт..

7.Желтыйпиарспользует скорбительныеэлементы,чтобыпривл чь

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12.Самопиар – этоумениепреподнестисвдостдостиженияинства всамомвыгодномсвете.

13.ОсновнойинформационнойплатформВируснпиараявляетсяго

интернет.

14.НескольдесяленазадтВируснковпиазсар«ыйвафанноели радио».

15.ПреимуществаСкрытогопиара крываютсяособойтехнологии рекламы.ВСкрытомпиаренфподаётсярмациянекакреклама, какпрочастооветытные,мнениярекомендации.

Exercise 4. Speaking: discussion.

Discuss with your partner whether to include the concept "Black PR" in the sphere of PR.

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Unit 3. The History of Public Relations

Exercise 1. Read and translate Part 1 of the text and define the most important period of the PR evolution. Explain your choice.

The Development

The profession of public relations owes its existence to three men who played key roles in developing the techniques known and used to this day. These are Ivy Lee, Edward L. Bernays, and Carl Byoir. The term Public Relations was coined by Edward Bernays when he found that the term propaganda had acquired negative connotations from having been used by the Germans during the war.

Ivy Lee is one of the most influential pioneers of public relations. He issued what was believed to be the first news release while he was working for the Pennsylvania Railroad when he persuaded the company to disclose information voluntarily to the press before they found out from another source that the company had had an accident with one of their trains. Lee was also the first to assert that practitioners have a responsibility that comprises more than just their obligations to their clients.

Early Techniques

Edward L. Bernays is the self-appointed father of modern public relations. There are techniques being used today that are standardized methods that Bernays invented during his heyday. He is credited with the campaign to get women to smoke by linking smoking to women’s emancipation. He organized a parade where debutantes held up cigarettes as symbols of freedom because he likened the cigarettes to the torch of liberty.

Bernays was a nephew of Sigmund Freud and so must have been somewhat familiar with the concepts of manipulation through psychological influence. The American tradition of bacon and eggs for breakfast also came to be because Bernays used testimonies from doctors and other medical professionals that proved that a hearty breakfast was a healthy breakfast.

PR History in World War I

Carl Byoir started as a reporter for the Des Moines Register when he was 14. When he was 17 he became the editor of the Waterloo Times-Tribune. Byoir became a member of the Committee on Public Information in 1917. This committee was in charge of publicly organizing the objective of the United States for World War I.

During Byoir’s stint in the Committee on Public Information he executed many techniques that influenced public opinion. He was also credited with the

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campaign directed at non-English speaking Americans eligible for the draft. This campaign was effective enough that it added over 70,000 men to the American war effort.

Public Relations Today

Today Public relations is a multimillion dollar business. What started as plain publicity has now evolved to incorporate a multitude of uses. Although most of the developments in public relations came about because of political movements it is now used for a wide range of purposes from interpreting public opinion and their effect on an organization to finding ways for a business to achieve their goals.

PR History in Perspective

Professional public relations will always be an imperfect “art,” depending as it does on imperfect information and imperfect relationships. As long as free enterprise drives the economies of progressive nations, professional public relations will continue to thrive and flourish. May its practitioners never forget their central role in helping to preserve that enterprise in the public interest?

(Source: “Mini-Me History” by Don Bates Copyright © 2006, Don Bates Published by Institute for Public Relations)

Read and translate Part 2 of the text and create its summary: "Public Relations in Russia. The Modern view"

The Evolution of Public Relations in Russia: From smear campaigns to communication strategies

The public relations sector in Russia is relatively young and significantly differs from PR in Europe and the US. It came into existence in the turmoil of the early 1990s and had to develop during a period of smear campaigns, when politicians and corporations used PR instruments to discredit their rivals.

The people’s trust in public relations was undermined in the very beginning by such campaigns. And “PR specialist” virtually became a swear word as well as a synonym to “liar.” However, the relative stability that was established in the early 2000s triggered further development of the public relations sector in a more positive direction.

Universities opened PR departments that trained highly qualified specialists, and public relations management became a respectable profession. By that time, PR agencies gained enough experience to develop a PR ethics code. Now, the public relations sector in Russia has finally been established, and a strong professional community has been formed.

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What is the current situation? The average annual growth of this market segment is approximately 30%, mostly due to new PR products that are being introduced to the market. Several years ago, public relations in Russia mostly implied working with the mass media, holding press conferences and corporate events, while today it involves creation of well-thought communication strategies, reputation research, social media marketing and other up-to-date techniques.

Yet what can we say about prospects of foreign PR agencies in Russia? According to research, Russian and foreign public relation companies use different techniques and methods. The “Western” approach is more formalized, as opposed to the Russian one, which is based on intuition rather than on methodology. It should be noted, though, that some Russian agencies try to work in a more rational way and master “Western” techniques.

However, there are some problems in Russian PR market. One of them is that many companies confuse PR with advertising, and their marketing department employees also perform the functions of public relations managers. Secondly, a good number of businesses still prefer to use the services of specialized PR agencies, but the mentality of Russian customers complicates cooperation: they expect an overnight miracle and quickly become disappointed. Their motto is: “We want it to be done yesterday, perfectly and inexpensively!” As for the market imbalance, at present, political consultation prevails in Russian public relations, comprising about 60-70% of PR services. The other 30-40% is divided between social and business PR services.

Obviously, Russian PR companies have some competitive advantages: they know the peculiarities of their market segment, as well as their customers’ mentality; therefore, they better understand the needs of their target audience. Moreover, they have certain contacts in the right places, and their services cost significantly less.

To sum up, the public relations sector in Russia has significant potential for further development.

(From Marina Maslovskaya, director of SoftPressRelease in Russia)

Read and memorize the active vocabulary and professional expressions

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41.trigger [ˈtrɪɡə] - вызывать,

приводитьдействие, инициировать

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42. peculiarity

[pɪˌkju:lɪˈærɪtɪ] - особенность

Exercise 2. Summing-Up:

Put down information about PR pioneers into the table.

The main impact

Famous campaigns

Exercise 3. Speaking:

Speak on the topic of the History of PR using the information from the table “Public Relations Time Line (1900 - Nowadays - Future)”.

Public Relations Time Line (1900-Nowdays)

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