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

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Exercise 3. Speaking:

You are offered several situations. What PR tools would you use and why?

1.You are going to open a new veterinary dispensary (ветеринарная аптека).

2.You are aimed to organize an exhibition for company.

3.You need to protect endangered species of animals.

4.You are to promote a politician.

5.You are to promote a new brand.

6.You are aimed to organize a party.

7.You are to create educational program.

8.You are going to open a kindergarten of new type.

9.You need to protect the environment of the industrial city

10.You are aimed to organize a conference.

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Unit 9. Creating an effective PR campaign

Exercise 1. Read and translate the text. Create its summary: Steps of PR Campaign.

How to Create an Effective PR Campaign For Your Business

What Is a PR campaign? - A public relations campaign has a clear objective, such as raising awareness of products, informing the public of company news, reaching a larger audience, or improving the brand’s reputation. It uses strategic messaging to communicate with one’s audience and successfully reach this objective.

Most companies that use PR have found that it was a more effective way to influence customers than traditional advertising. A recent study from the Content Marketing Institute found that 84% of business decision makers prefer to receive information about companies they plan to work with through press releases and other articles than advertisements.

Many companies completely neglect the public relations (PR) campaigns. Nevertheless, a PR campaign can have a long-lasting impact on your brand’s reputation and image of the company. But it must be well-planned.

Public relations is an essential component of your company’s marketing campaign. Here are some top tips that you will need to follow to create an effective PR campaign.

Create a Message about your company’s Mission

Your PR campaign needs to support your company’s brand image. The best way to consistently advance your brand image is to define your company’s Mission. The company’s Mission should always reflect the values and philosophy that you consider important.

Set Overall Objective

You will need to decide what overall objectives will be for your PR campaign. Your objectives may include one or more of the following: What do you hope to achieve with your campaign? Do you want to reach a new audience? Do you want to boost sales of a product? Do you want to make a positive relationship with the public? Or, what do you want your brand to be known for?

Know, who is your target audience

Before you can choose how you want to deliver your PR message, you must decide who you want to receive it. Take the time to define which target audience you want to reach this PR campaign. For instance, if your purpose -

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families, you might create a PR campaign that expresses a family message, or demonstrates why and how your product takes care of loved ones.

Choose the Right Platform

Once you’ve decided on a target audience, you should choose your preferred platform for delivering your message - for instance, does your ideal audience prefer TV or radio? A press release or a press conference? This information will help you strategize of your PR campaign.

Emphasize the Strengths of your business

Why is your business better than your competitors? You need to answer this question every time that you sell your business. Your PR campaign needs to emphasize the strengths of your business to stand out from the competition.

You need to be confident in your claims if you expect them to sound genuine. However, you also need to make sure that you aren’t make unrealistic statements about your company. Far too many businesses fail to be objective when they discuss their strengths.

Stick to objective arguments about the quality of your business. Here are some things that you can include in your PR campaign to gain credibility with your customers: awards from other organizations, testimonials from satisfied customers, unbiased studies emphasizing the quality of your product.

PR Should Be Newsworthy

Leading periodicals (newspapers, magazines) and Internet blogs and forums are looking for stories that are timely and interesting to their readers. You need to make sure that all of your PR stories fit this topic. Here are some things that you should consider: your new product or service; your company just participated in a new study; you just launched a new website; you want to respond to a current event. Customers have learned to filter out advertisements, but they are still engaged by captivating news stories. Make sure that your PR campaign uses them effectively to connect with your customers.

Electronic link

Once your story begins spreading throughout the media, it is very important that you take advantage you’re getting for a long-term boost to your website’s domain authority.

First, check out Web Explorer and Google News - with Google News, you can even set up an alert for your company so you don’t need to check the press manually. Whenever you see your company, send an email to the journalist

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who wrote the article. Here’s what you can say (an approximate message email):

“Hello,

I hope you're well. I've just finished reading the article entitled [insert title here]. I've noticed in the article you mentioned [insert campaign or company name here]. I will be grateful if you add a link to [insert link here]. Hopefully it will give your readers additional information if they wish to research further.

Kind regards, Mike Green”

By phrasing this as a benefit to the publication’s readers, you give the journalist a good incentive to add a link back to your site.

Write a Company Blog Post

If your campaign is successful, you’ll likely see an increase in visits to your website. You should benefit by increase in visits, having written an own post in the blog, in detail describing the same information which you wrote in the press release. This will enable your business to provide relevant information to people who want to learn more about your company and the services.

If you make everything correctly, your PR campaign will be able to draw attention of national mass media, boost sales and create the positive relations between your company and the public for many years. Good luck!

(from PRCA (Public Relations Consultants Association);

ICCO (International Communications Consultancy Organisation);

АКОСАссоциация( компаний -консультантовобласти PR)

Read and memorize the active vocabulary and professional expressions

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Exercise 2. Create the plan of the text above. Then devise one question for every point of the plan. Discuss these questions with the partner.

Exercise 3. Speaking: the individual oral report.

Search the information about the best PR campaign on the Internet. Watch its commercial, media advertising and outdoor advertising then say what the idea was and what objectives the company achieved. Create your own analysis of the case and explain why you think it was crowned with success.

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Unit 10. Career as a PR Specialist

Exercise 1. Read and translate Part 1 of the text. Define the most important skills for a PR specialist.

A PR Specialist Job

Career as a PR specialist can be very rewarding. More and more organisations and businesses are aware that their public image has a major influence on their overall success. As a result, PR specialists are increasingly sought after regardless of the economic situation.

What Does a PR Specialist Do

The main responsibility of a PR specialist is to communicate with the public and media on behalf of his/her client who can be a company, non-profit organisation or an individual. And the outcome of this communication has to be a positive public image and creation of strong relationship with the media, customers, the employees, investors and other interest groups as well as the general public.

A PR specialist is expected to appear on public events such as conferences, write press releases and newsletters, and to do a variety of tasks that have an influence on his/her client’s public image. In many cases, this requires a great deal of flexibility in terms of both working place and schedule, especially in times of crisis situations. For example, when a negative news about the client gets into public, PR specialist is expected to respond promptly and efficiently in order to help the client retain their good reputation.

A PR specialist may work for a PR firm, or in a PR department of a larger company or non-profit organisation. But many PR specialists also run their own business as consultants or freelance specialists.

Who Can Become a PR Specialist

In order to be considered for the job of a PR specialist, a Bachelor’s degree from journalism or communications is typically required. But many people who have created a career as PR specialists also get formal education in other fields including English, Advertising, Creative Writing, Psychology, etc. Most of them, however, also attended accredited PR courses and training.

Although formal education is highly important, PR firms and organisations that are looking for PR specialists, however, also look for exceptional communication skills which are not easily acquired. In order to represent their clients in the best manner, a PR specialist must have strong

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verbal and writing communication skills as well as to be able to work under pressure.

What are the Salaries of PR Specialists

Salaries of PR specialists vary greatly but in average, they earn about £40,000 a year. An entry-level PR specialist earn slightly less, while those who have already proven in the field of public relations earn as much as double of the average. The very top PR specialists whose services are highly sought after usually earn six-figure salaries.

Read and translate Part 2 of the text. Create its summary: PR professional’s skills in the future.

Skills a PR pro of the future should have in 2025

The skills PR professionals have today will be vastly different in the future. Communications Conversations has predicted the top skills PR professionals must have in 2025.

“Blogger outreach” Blogs

“Blogger outreach” Blogs will only increase in number and popularity in the future, and it means that PR professionals need to incorporate blogger outreach into their strategies. Blogs are a great way to reach a huge number of readers. PR professionals need to learn how to communicate with bloggers and use this media platform to deliver their messages to a target audience.

Copywriting for advertising

In the future Online Advertising may focus more on the message delivery then the creativity of the ad. PR professionals can create advertisements for Facebook, e-newsletters, Google Adwords and more. It means PR professionals need the skills for writing great online advertisements.

Videos & Podcasts

Video production Clients may want PR professionals to create unique company content such as videos or podcasts. PR professionals will be expected to know how to use video editing programs such as IMovie or sound editing programs such as Garage band.

Search Engine Optimisation (AEO)

PR professionals will need to know how to make the most of SEO that their messages see by the most amounts of people.

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Manage Digital Content

PR professionals will need to learn how to create, manage and analyse Digital Content. For example, they will need to know how to use WordPress to create or update a website.

Create and curate content on social media

In the future PR professionals will own social media content creation and digital marketing. PR professionals can do this effectively because they know how to write engaging and valuable content for social media.

If you want to get ahead in the PR profession why not start learning these new skills now and be prepared for the future today.

(From Wikipedia, the free encyclopedia)

Read and memorize the active vocabulary and professional expressions

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Exercise 2. Translate the sentences into English.

2.СпециалистыпопринимаютPRактиучастиевпубличныхное мероприятиях,которыевлияютнапубличныйимиджегоклиента.

5.Внастоящеевремядолжпиарщиинтереснатолькоостье, прибыльна.

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