Английский язык для обучающихся по направлению «Реклама и связи с общественностью». Учебное пособие

UNIT 2

PUBLIC RELATIONS

I. Прочитайте и выучите новые термины и терминологические сочетания:

acceptance – 1. получение, прием, принятие; 2. одобрение, признание branding – брендинг, создание бренда, продвижение торговой марки competitive position – конкурентоспособность, конкурентоспособная

позиция

credible – 1. правдоподобный; 2. заслуживающий доверия liaison – связь, взаимодействие

lobbying – лоббирование

marketing – 1. маркетинг, торговля, продажа, сбыт; 2. предметы торговли

press release – пресс-релиз, сообщение для прессы

public body – государственный орган, общественный орган; политический орган государственного управления

public figure – общественный деятель

public relations – 1. связи с общественностью (с прессой, потребителями, клиентами, другими компаниями); 2. отдел связей с общественностью; служба информации

radio advertisement – рекламный радиоролик, рекламное объявление по радио

social media – социальные средства массовой информации, социальные сети

tool – средство; мероприятие, механизм, способ to identify – устанавливать, определять

to influence – оказывать влияние, влиять, воздействовать

to involve – 1. привлекать, вовлекать; 2. включать в себя, содержать to image – 1. изображать; 2. отображать, представлять

to provide – обеспечивать, снабжать to spread – распространять

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II. Установите соответствия между терминами на русском

III. Прочитайте следующие интернациональные слова и переведите их на русский язык:

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IV. Составьте словосочетания:

V. Ответьте на вопросы, не читая текст.

1.What is press release?

2.What does public relations consist of?

3.Do you know the aim of communications strategy?

4.What negative factors can affect the credibility of public relations?

5.Can you see any examples of PR in everyday life?

VI. Прочитайте текст и выполните задания к нему.

TEXT A

PUBLIC RELATIONS

Actually, it is hard to imagine a world without public relations in the 21st century and our present life particularly. There would be no events sponsored by different companies or various forms of the media. Press release would not exist. Radio advertisements would never have been conceived of. Newspapers, whether in the traditional paper form or the newer digital medium, would not exist. Can you forget about social media, too? There would be no branding, no advertising, no marketing, no news, no media. Nothing. Public relations firms would also not exist, because without public relations, there is no need for a company to provide it.

Public relations consists of communication initiatives intended to influence favourably attitudes toward a corporation, public body or public figure, in order to promote acceptance of values pertaining to products, policies or concepts of the group or individual. Public relations are widely practiced by modern business and governments.

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Any communications strategy aimed at influencing an organization and its products, an individual or a concept involves public relations. The advertising is a component of public relations, but advertising and public-relations functions are usually regarded as separate disciplines.

Early steps in any public-relations campaign are to indentify the “public” to whom a message is directed and to devise a strategy to ensure the credibility of the message. The strategy should also establish objectives relative to the various publics and define means to reach these groups. Activities might include community relations, which could provide support for charities or corporate positioning; consumer relations, involving strategies to improve a company’s competitive position in the marketplace; government liaison, which may involve lobbying public officials and taking steps to win public support; and media relations, for the purpose of gaining increased awareness through publicity.

The credibility of public relations has occasionally been affected adversely by conscious efforts of some individuals to engage in “public-relations exercises” in an effort to obscure facts or even mislead public opinion. Responsible public relations, however, is concerned with communicating factual information, with full disclosure of sources and open discussion of all aspects of controversial issues.

The media has become an incredibly important tool for helping us to spread word about new products, services and brands. We can see examples of public relations everywhere: it is used by brands for advertising, individuals seeking to move up in the world, whether politically or in their careers, nonprofits trying to raise awareness for an issue or get funding, and list goes on.

VII. Найдите в тексте эквиваленты следующих слов и словосоче-

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VIII. Найдите в тексте следующие слова (номер абзаца указан в скобках), определите, к какой части речи они относятся, и переведите их:

present (1); forms (1); press (1); need (1); individual (2); functions (3); support (4); spread (6); issue (6).

IX. Заполните пропуски в предложениях, используя следующие слова и выражения:

public relations; the advertising any communications strategy; in any public-relations campaign; the media.

1.… consists of communication initiatives intended to influence favourably attitudes toward a corporation, public body or public figure.

2.… aimed at influencing an organization and its products.

3.… is a component of public relations.

4.… has become an incredibly important tool for helping us to spread word about new products, services and brands.

5.… you should indentify the “public” to whom a massage is directed.

X. Переведите утверждения на русский язык. Определите, правильны ли они.

1.We can not imagine a world without public relations in the 21st century and our present life particularly.

2.There would not be public relations firms, because without public relations, we need not companies to provide it.

3.Communications strategy is not aimed at influencing an organization and its products, an individual or a concept.

4.It is not important to indentify the “public” to whom a massage is di-

rected.

5.Responsible public relations, however, is concerned with communicating factual information.

XI. Ответьте на вопросы.

1. It is hard to imagine a world without public relations in the 21st century and our present life particularly, isn’t it?

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2.What does public relations consist of?

3.What is any communications strategy aimed at?

4.Is any public-relations campaign to indentify the “public” to whom a massage is directed?

5.What has become an incredibly important tool for helping us to spread word about new products, services and brand?

XII. Прочитайте текст.

TEXT В

BRIEF HISTORY OF PUBLIC RELATIONS

Public relations is not a recent invention. The importance of communication with the public and maintenance of positive public image was known as early as classical Greece and Rome. There are many examples of now-famous historical figures participating in acts of public relations in antiquity. Julius Caesar, for instance, utilized public relations when he published a political biography as part of his campaign to become head of state. That was not very different from how politicians use public relations today to market and promote themselves prior to a run for office.

Modern public relations are traditionally dated in the 18th century. America borrowed heavily from ancient Greco-Roman ideas. Most of political figures and activists used propaganda during the revolutionary era.

Public relations in the real meaning of the world, however, date only to the early 20th century. The first real public relations specialist was according to some Ivy Lee (1877–1934), while the others see Edward Bernays (1891–1995) as “the father of public relations”. Ivy Lee introduced the term “public relations”. He invented one of the most common communication tools in public relations which called the press release. Lee mainly used it as a one way of propaganda for his clients. He did not envision his eclectic collection of tactics and techniques as anything more than short-term solutions to client problems.

Edward Bernays refined Lee’s press release as a public relations tool but he also contributed a lot to the development of the theory of public relations. He was influenced greatly by his uncle and professor Siegmund Freud in his concepts of public relations. Bernays has written several books on public relations,

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of which are best known “Crystallizing Public Opinion”, “Propaganda” and “The Engineering of Consent”. In his works, Bernays argued that public relations is an applied social science which manages and manipulates the public opinion by the use of sociology, mass psychology and similar disciplines.

Lee, Bernays, and public relation pioneers such as Carl Byoir and John W. Hill played an important role in modern public relations, they were also responsible for the profession’s close association with propaganda by the public. As a result, their successors did not have an easy job in changing the profession’s “bad” reputation and even today, public relations sometimes equated with propaganda.

The Internet has changed communication dramatically. The public is increasingly turning to the world wide web for information and as a result, public communications must keep up with the changes in transmission of information if it wants to retain its role as a communicator between the public and organizations. Modern public relations thus besides the traditional tools also implements online tools and tactics, including social media such as blogs, content publishing, search engine optimization, podcast, etc.

XIII. Ответьте на вопросы.

1.Who was the founder of modern public relations?

2.What communication tool in public relations was invented by Ivy Lee?

3.What is the public relations?

XIV. Соотнесите термины из текста с дефинициями.

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XV. Переведите текст на русский язык. Выпишите предложения, содержащие инфинитивные конструкции.

TEXT С

STEPS IN A PUBLIC RELATIONS CAMPAIGN

We know effective public relations to require a knowledge, based on analysis and understanding, of all the factors influencing public attitudes toward the organization. A specific public relations project or campaign may be undertaking proactively or reactively. The first basic step involves analysis and research to identify all the relevant factors of the situation. In this first step, the organization is expected to gain an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization.

In the second step, the organization needs an overall policy to be established with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign.

In step three, the organization is sure to outline its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives. Step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience.

Finally, in step five the organization receives feedback from its public. How have they reacted to the public relations campaign? Are there some unexpected developments? In the final step, the organization assesses the program and makes any necessary adjustments.

XVI. Соотнесите собеседников и инсценируйте диалоги в парах.

1.Louise: Professional public relations practice is quite rare in small towns. What does the future of public relations look like?

2.William: There are certain skills that are helpful for PR specialists. Does PR effectiveness depend on the ability to use time productively and efficiently?

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3.John: I have a degree in PR, but currently work as a sales coordinator. My dream is to work in my major; however, it’s difficult to change the position, by the way, I don't know which skills I should improve.

A.Emil: Competition for jobs in PR is fierce. But with current trends, those that work in the sector need to have outstanding written skills, an excellent grasp of grammar and the ability to analyze a lot of information. Storytelling is an integral part of public relations and much of it is embedded in written format.

B.David: Planning in PR is just like planning for anything. Basically, it involves deciding ahead of time what you are going to do and how you are going to do it. Organizational and time-management skills are very important, if not essential in strategic planning. A successful plan in PR is much more than some media coverage.

C.Robert: In my opinion, we are looking at a growing number of people turning towards online media. PR professionals will be able to provide them with relevant content via the Internet, so I believe it is safe to predict that PR

will remain steadfast in the many years to come. Inevitably, there will be a strong focus on online content and less on print.

XVII. Подготовьте устное высказывание по теме “Public Relations” (10–12 предложений).

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ГРАММАТИЧЕСКИЙ ПРАКТИКУМ ИНФИНИТИВНЫЕ КОНСТРУКЦИИ

Виды инфинитивных конструкций

I. Переведите на русский язык. Определите, какая инфинитивная конструкция используется в данных предложениях.

1.The advertising is believed to be a component of public relations.

2.Advertising and public-relations functions are usually considered to be separate disciplines.

3.Responsible public relations are expected to be concerned with communicating factual information.

4.We find the examples of public relations to be everywhere.

5.Video games, smartphones, and other technologies are considered to give new possibilities.

6.Communications strategy is said to be aimed at influencing an organization and its products.

7.We know Julius Caesar to have utilized public relations when he published a political biography as part of his campaign to become head of state.

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