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

advertising and PR are used together as part of a strategic integrated communication campaign.

(From Wikipedia, the free encyclopedia)

Read and memorize the active vocabulary and professional expressions

Exercise 2. Answer the following questions.

1.Is PR a form of advertising?

2.Does PR relate to all the communications of the organization?

3.What is the goal of PR in the text?

4.Who controls the content of advertising?

5.Can PR use advertising?

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6. Do you think PR is against advertising? Explain your point of view.

5.Рекламасоздплобъявленияеттныедляпродвижениячерез различныетипыСМИ.Например, …

6.PR,сдругойстороны,являетсястратегическимкоммуникационным процессом.

8.Высамиконтролсодержание,местовремявашейуетерекламы СМИ.

9.ВыможетезаплатитьпоказрекламывСМИстолькораз,сколько

14.Пиарспециалимогутдоневашесообщениестдоыцелевой аудиторпоразлканалаи.Напримерчным, …

15.Еслиувасе тьвкомпания,товамследуетрассмотретьразличия междурекламойи PR.

Exercise 4. Speaking: discussion.

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

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

3.Discuss with your partner the importance for a company to differentiate between PR and advertising.

4.Discuss with your partner if PR and advertising can work together.

5.Discuss with your partner why the information can be misinterpreted by the audience.

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Unit 7. The Process of PR

Exercise 1. Read and translate the text. Describe the process of PR.

Public Relations Process

There are several tens of models of Process of public relations. They can be a three-step, four-step and five-step process: ACE, ACT, PAT, PICA, RACE, ROSIE, ROPES, GRACE, SISCE, SPACE, SPICE, and TRACE and others. All of them are created only with one ambitious goal – to provide effective dialogue between the organization and its target audience, forming and upholding a reputation of the organization, a positive image of its services and key employees. Let’s consider some of these models.

The base of process of public relations is the known rule of John Marston

– "RACE": "Research, Action, Communication, and Evaluation." John Marston introduced for the first time this model in his book, The Nature of Public Relations. RACE was the first widely-used acronym associated with the public relations process. It was soon after that book that the Public Relations Society of America (PRSA) began citing RACE in its brochures and advocating it as a fundamental best practice for those seeking accreditation. RACE was used as the acronym of public relations by Scott Cutlip and Alan Center when they were writing and later revising the first edition of their landmark textbook, Effective Public Relations.

RACE describes public relations as a four-step process. It involves:

•R - Research - finds out about the situations facing your organization, how they came about, who is involved in them, how they relate to your organization's goals, and how you - as a public relations practitioner - can maximize the benefit and/or minimize the harm they might do.

•A - Action - uses your research findings to determine the best

course of action, plan your response, and then implement these plans. Some RACE proponents call this step "Assessment" instead of action, but they invariably include the same activities.

•C - Communication - takes advantage of all available media to deliver carefully-focused messages through the most appropriate channels so they can have positive effects on each of your organization's publics.

•E - Evaluation - analyzes what's been done during the first three steps to see how it affected your publics and their perception of your organization. Once this step is completed, you return to the research step and begin the process again.

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RACE is a brief and effective summary of how public relations should be performed.

But other Public relations professionals thought they could improve on the first model of the process of PR. So, over the years, they've been created other acronyms, claiming to be as good, or better, in describing the public relations process. For instance,

Scott Cutlip, Allen Center and Glen Broom describe the public relations process in four steps. The first step is "Defining Public Relations Problems," usually in terms of a "situational analysis," or what public relations professionals call a SWOT analysis (strengths, weaknesses, opportunities, threats). According to Cutlip, Center and Broom, this should answer the question, "What's happening now?" The next step in the public relations process is "Planning and Programming," where the main focus is "strategy," Cutlip, Center and Broom argue that this step should answer the question "What should we do and say, and why?" The third step in the public relations process is "Taking action and Communicating," also known as "Implementation" this step should answer the question "How and when do we do and say it?" The final step in Cutlip, Center and Broom's Four-Step Public Relations Process is "Evaluating The Program," making a final "assessment," which should answer the question "How did we do," this is where public relations professionals make a final analysis of the success of their campaign or communication.

Other experts said that it is possible to simplify process of public relations. They offered a few other approaches, combining the first two steps and reducing them to a three-stage process ("ACE", "ACT", "PAT" and others).

Others went in the opposite direction by adding one or more additional steps to the public relations process. Such models are called a five-step process. "GRACE", for instance, added a new first step in which goals and objectives are explicitly defined: "Goal-setting based on the organization's mission, Research, Assessment and planning based on research findings, Communication, Evaluation." Or "STARE"(Scan the environment, Track media coverage of key issues and public reactions, Analyze what scanning and tracking revealed, Respond, Evaluate) is another example of a five-step approach to public relations. It distinguishes from many other approaches is that it emerged from the public relations specialty known as issues management and therefore focuses on specific topical concerns. Using another acronym, "ROPES" by Dr. Kathleen S. Kelly explains a five-step process "Research, Objectives, Program, Evaluation and Stewardship." One of the most recently introduced acronyms

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of the five-step process is "ROSIE": "Research, Objectives, Strategies, Implementation and Evaluation" by Professor Sheila C. Crifasi.

Public relations professionals use different methods for analyzing the results of their work such as focus groups, surveys, and one-on-one interviews. These same methods are used in defining what medium of communication will be used in the process of strategy and what tools will be used in relaying the message, such as press releases, brochures, Web sites, media packs, video news releases, news conferences and in-house publications.

(From Wikipedia, the free encyclopedia)

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Exercise 2. Summing-Up:

1.Explain how you understand PR process.

2.What are the main challenges of the process?

3.Look at the table. Use it to discuss with your partner every stage of the PR process.

Exercise 3. Speaking: the individual oral report.

Describe Public Relations Process of any company, using one of the presented models in the previous text. Explain in details what should be done at every stage of the PR process.

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Unit 8. Major PR Tools

Exercise 1. Read and translate the text. Define the major PR Tools. Think about the most important PR Tools. Give reasons why you consider them the best.

PR-tools are the various means and methods applied in activities for public relations for the purpose of achievement of the set communicative tasks.

PR includes many tools. However, the most important PR tools can be divided into 8 categories, which are explained in the following.

One of the major PR tools is News. PR professionals find or create favourable news stories about the company, its products or its staff. Sometimes, news stories occur naturally, as a result of business activities; sometimes the PR professionals may suggest events or activities that would create favourable news about the company.

Speeches also belong to the major PR tools because they can create powerful product and company publicity. Even more often, company executives must respond questions from the media or give talks at trade associations or sales meetings, and these events can either create image, but also hurt the company’s image.

Another tool of public relations is Special events. Special events can be defined broadly: from news conferences, press tours, grand openings and firework displays to laser light shows, hot air balloon starts, multimedia presentations or educations programs designed to reach and interest target publics.

Major PR Tools should also involve Written materials. With the help of written materials, PR professionals can reach and influence their target markets. These materials include annual reports, brochures, articles, company newsletters and magazines.

Audiovisual materials, for instance slide-and-sound programs, DVDs and, increasingly, online videos are being used more and more as PR tools.

In order that the public immediately recognises your corporate style, you should use Materials of the corporate style. These materials include logos, brochures, signs, business forms, business cards, buildings, uniforms and cars & trucks. When they are attractive, distinctive and memorable, they become marketing tools in the form of major PR tools.

Companies can rely on Public service activities to improve public goodwill. Public service activities usually mean contributing money and time to public service.

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Nowadays the Internet is the most important, and of course one of the major PR tools. In addition, the web is an increasingly important PR channel. Websites, blogs and social networks such as Facebook, Twitter and YouTube provide powerful ways to reach more people than with any other of the major PR tools. In fact, the web and especially social media are the perfect channel for public relations communications.

(From Wikipedia, the free encyclopedia)

Read and memorize the active vocabulary and professional expressions

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Exercise 2. Look at the list of PR tools. Think when these PR tools are usually used and what for. Think about the difference between similar tools. Learn by heart the Definitions of PR tools. Think about the Definition of PR tools.

Public Relations tools - …

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