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

1950 PRSA Code of Professional Standards adopted.

1955 International Public Relations Association (IPRA) founded.

1965 PRSA Accreditation established.

1970 International Association of Business Communicators (IABC) founded

1989 Exxon Valdez crisis becomes PR nightmare. 1998 Council of Public Relations Firms founded.

2000 PRSA Code of Ethics revised as inspirational guidelines.

2002 PRSA promulgates Universal Accreditation as standard for practice.

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…

…

…

Nowadays

Future

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Unit 4. The Ethics of Public Relations

Exercise 1. Read and translate the text and define the definition of The Ethics of Public Relations. Learn by heart Code of Ethics.

The Ethics and Public Relations

In the US, early public relations practices introduced many ethical concerns because the press a gentry approach prevalent then emphasized hyperbole, sensationalism, and often lacked truth. Press agents were concerned with generating publicity at almost any cost, and this approach engendered the unethical reputation of modern-day public relations. Ethics entered the development of modern practice in about 1906, with prominent practitioner Ivy Lee’s declaration of principles. His declaration moved the practice into “the public be informed” era with his emphasis on telling the truth and providing accurate information.

A business will be succeeding if it is trusted. In public relations, credibility is vital. All written or told information it must be true. The other criterion of ethics of PR is honesty. That means that PR will not work if it is not believed. In PR we are responsible for distribution of accurate information.

Ethics is also about the ways PR experts behave. Personal integrity and moral stature become a part of their professionalism. Public relations experts have to do PR for themselves. They are judged by the way they act. PR experts give professional advice and they do not bribe journalists. If employers ask PR experts to do something unethical they should use their professional code of ethics as an argument.

The current state of ethics in public relations practice depends heavily on codes of ethics held by the major professional associations. Membership in these groups is voluntary, meaning that one is not required to belong to such an association in order to practice public relations. Members agree to abide by a code of ethics that is written for the entire group. Some codes of ethics are written in terms that forbid a list of certain activities; other codes of ethics espouse a set of ethical principles which should be followed. Whether written in positive or negative terms, most of the professional associations in public relations have a code of ethics.

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PRSA Member Code of Ethics

I pledge:

To conduct myself professionally, with truth, accuracy, fairness, and responsibility to the public; To improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; And to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America.

I understand and accept that there is a consequence for misconduct, up to and including membership revocation.

And, I understand that those who have been or are sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code may be barred from membership or expelled from the Society.

________________________________________

Signature

________________________________________

Date

(from PRSA (Public Relations Society of America)

Read and memorize the active vocabulary and professional expressions

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Exercise 2. Translate the sentences into English.

1. Этикасвязейобщественностьювключаеттакие ценности,как честность,открытолояльность, ,бе пристрастность,уважение иоткровенноеобщение.

2.Пресс-агенты,вранниегоды,создавалирекламудаже неэтическиспособа. ми

3.Соглакодексуэтикиновязейбщественностью

4.Сегодняэтикасвязейобщественностьюзначительнойстепени зависитотэтическихкодексов.

5.Современные PR специалистыдолжнынегласнособлюдать Кодекспрофессиональнойэтики.

7.Вашбизнесдобьетсяусп,еслиемудоверяютха.

8."Честность" - этоещединважныйэлементэтическогокодекса,

неэтичное,онидолжныиспользоватьсвойпрофессиональный Кодекачествеэтикив аргумента.

Exercise 3. Speaking: discussion.

Discuss with your partner the current state of ethics in public relations: codes of ethics. You may use the websites of PRSA and BIPR.

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Unit 5. Alliance between Marketing and PR

Exercise 1. Read and translate the text. Explain how you understand Marketing.

Definition of Marketing

Nowadays along with very early definitions there are plenty of modern and meaningful definitions of the word marketing. Some of them deserve our attention. Let's start with the most popular definition was defined by AMA (the American Marketing Association): "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The next definition was given by The Chartered Institute of Marketing: "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably."

In addition, Philip Kotler, Professor of International Marketing, gave own definition of marketing. He defines marketing as Satisfying needs and wants through an exchange process.

Definition of PR

One of the most popular definitions was given by Samuel Black, Professor of Public Relations: "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". The definition, that reflects the essence of PR, was developed by Dictionary ABBYY Lingvo: "Public relations is specialized activity of relater (PR-men and PR-women) — 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".

If we compare the definitions, it's easy to notice that there is a connection between PR and marketing, as both of them deal with informational influence

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on a customer. To understand it better, let's consider Concept of marketing and PR.

Concept of Marketing

The “Marketing Concept” proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and desires of potential consumers and satisfy them more effectively than its competitors.

It is important to understand the terms:

Needs: Something necessary for people to live a healthy, stable and safe life. When the needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. The needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.

Wants: Something is desired. The needs are not essential for basic survival and are often formed by culture or peer-groups.

Demands: When the needs and desires are supported by the ability to

pay.

Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unsatisfied needs.

In addition, a great deal of advertising and promotion is designed to show how product's benefits meet the customer's needs.

Concept of PR

As for “Concept of PR”, it aims to create a positive image of organization and prevent spreading unfavorable rumors and information. The tools used to manage public opinion may also be considered the three main parts of PR. They are:

1.Promotion, which implies activities aimed at creating and encouraging interest for a person, a product or an organization.

2.Lobbying, that is responsible for establishing and supporting relations between interest groups and government, in order to influence legislative and governing processes.

3.Media relations - this PR-team activity embraces producing informative articles for mass media, organizing media support for various campaigns, and making news to draw media attention.

Relationship between PR and Marketing

Let’s define what relationship is between marketing and PR. First, all the PR tools are used successfully to achieve marketing goals of stimulating

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consumption. It also increases the popularity of a product, influencing a customer and rising sales volume. Does it mean that PR is one of marketing tools? In this case - absolutely yes. Secondly, marketing is aimed to manipulate a customer, while the goal of PR is to manipulate company image. Not only products, but also companies and persons need a new image, and in this case PR is not just a marketing tool, but an independent practice.

As a result we see, that marketing and PR are very close, and they often become allies on the battlefield of customers' minds. That is the reason they are often mixed up. But in general, marketing and public relations are two independent disciplines.

(From Wikipedia, the free encyclopedia)

Read and memorize the active vocabulary and professional expressions

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32. versus [ˈvə:səs] - vs (abbr) -

против

33. marketing research -

маркетингисследованиеое

Exercise 2. Translate the sentences into English.

1.“Маркетинговаяконцепция”заключаетсяпредвидении потребностейжеланийпотенцпотребителей, альных удовлетворяихболееэфф,ч конкурентымтивноь.

2.Потребностимогутбытьобъективныф зическ,та акмими

8.ЦельюPRявляетсяманипулированимиджемкомпани. ие

9.Нетолькопродукты,нкомпаниилицануждаютсявновом имидже.

10.МаркетиPRоченьбл,оничастозкигстановятсясоюзниками

наполебитвы.

11. Маркетисвязобщественносинг тью - двен зависимые дисциплины.

Exercise 3. Speaking: discussion.

1.Discuss with your partner the differences between PR and marketing.

2.Discuss with your partner the similarities between PR and marketing.

3.Discuss with your partner how can PR and marketing work together?

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Unit 6. PR vs Advertising

Exercise 1. Read and translate the text. Define the main differences between advertising and public relations.

The difference between advertising and PR

Advertising and Public Relations are the most important tools for promoting products and services offered by the company.

Many businesses believe that advertising and public relations play the same role for their business and if they do advertising they don’t need PR, and vice versa.

However, PR and advertising have completely different roles for your business, which are important to understand to help you reach your target market and achieve your business objectives.

Advertising creates paid announcements to be promoted through different types of media including online, print, TV, out-of-home and radio.

PR, on the other hand, is a strategic communication process that forms mutually beneficial relationships between organisations and the public. PR is great for forming a connection with your audience and promoting your key messages, consumers are more likely to believe and take note of something written in an article, rather than an advertisement that has been paid for.

Let's consider the top differences between Advertising and PR.

Paid vs. free

Advertising: you pay for an advertisement to be placed in the media. PR: your PR agency develops strategies for you to gain publicity in the

media. PR professionals develop a range of tactics to gain positive media attention for your brand, which is very effective at increasing your target audience’s brand awareness.

Message control

Advertising: you (an advertiser) have control over the content of your advertisement including where and when it will be seen in the media. An ad doesn’t have to satisfy any news value – just has to be legal and paid for.

PR: you have less control of your information in the media. Once you send a story idea to a journalist they have control over it. They can choose to change your story idea or don’t even publish it at all. Public relation practitioners try to persuade journalists to cover their products and services on the ground of newsworthiness. However, your PR agency should offer you media training so you know how to control an interview and make the most of any media opportunities they create for you.

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Duration of coverage

Advertising: You can pay for an advertisement to be shown in the media as many times as your budget allows.

PR: An advantage of PR is that you can send a story idea to a number of journalists who will then publish the story in different ways. This allows your target audience to see the information differently in many mediums, which may be more effective at reinforcing the message.

Credibility/believability

Advertising: Advertisements have less credibility than the coverage gained by PR. When your target audience sees an advertisement they know it has been bought by a company trying to sell them something.

PR: PR provides information and newsworthy stories to journalists so they can write an article about your product or business, if they chose to. An article written by a journalist will be presented in an unbiased manner and contains the journalist’s third-party endorsement. This means your target audience may view the article with more credibility than an advertisement because it is not blatantly selling them something. PR can be a very powerful tool because it can help shape public opinion.

Target audiences

Advertising and PR are similar in that they both want to convey a message to their client’s target audience. However they convey that message differently and in different mediums.

Advertising: your company can pay for an advertisement to be placed directly in the media your target audience is interested in, whether this is women’s magazines, TV or drive-time radio.

PR: PR professionals can communicate your message to a target audience in a variety of channels. The key to reaching a target audience is to place your message in the channel that your target audience is likely to use. For example, the channel could be an article in a company newsletter, a letter to local residents, an email to specific people, a blog post, a tweet, an article by a journalist and much more. This means that PR may be more effective than advertising because it can help your business reach their target audience in a variety of mediums. Sometimes PR may use advertising which is why PR is neither a form of advertising nor a part of advertising.

As a business you need to consider the differences between advertising and PR to determine which approach is the best for your message. The approach you choose will also depend on the type of message you want to communicate. The most powerful method of communication is when

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