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

ГРАММАТИЧЕСКИЙ ПРАКТИКУМ ПРИЧАСТНЫЕ КОНСТРУКЦИИ

Виды причастных конструкций

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

1.The products and goods looking appealing, the people will definitely buy them.

2.There are many forms of advertising, out-of-home advertising being the oldest one.

3.I saw him looking through advertisements.

4.We heard the specialists discussing which media to use.

5.We watched them informing the target clients about benefits and advantages of the product.

6.We found the campaign finished successfully.

7.We heard them discussing how to improve a company’s competitive position in the marketplace.

8.They were seen working over new website for an effective Internet PR.

9.The PR campaigns being successful, the profits of the company will increase.

10.Accurate, trustworthy and up-to-date information about both the product and your company being provided, the client considers buying your product.

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ЛЕКСИЧЕСКИЙ ТЕСТ № 4

Взаданиях I–II установите соответствие между английскими

ирусскими терминами.

k)обязательство

Взаданиях III–IV выберите термин, являющийся синонимом подчеркнутого.

III

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В заданиях V–VI выберите термин, не являющийся синонимом

2.interest

3.rapport

Взаданиях VII–X выберите термин, который нужно поставить

впредложение.

VII

The main … of advertising and marketing is to enhance consumer awareness of a product or service and to form loyal target customers and increase sales.

1. intention; 2. goal; 3. purpose

VIII

Public relations is a form of marketing that focuses more on the relationship of the entire company and the people including their … and community.

1. staff; 2. partner; 3. employee

IX

The other strategy of marketing is a public relations, which increasing the sales of goods and products by developing … among the people.

1. perception; 2. regard; 3. trust

X

Mostly public relations is concerned with people’s … toward the organi-

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UNIT 5

INNOVATIONS IN PR AND ADVERTISING

I. Прочитайте и выучите новые термины и терминологические сочетания по специальности:

accomplishment – достижение, выполнение, завершение ahead of competitors – опережать конкурентов

career opportunity – возможность карьерного роста earning potential – потенциальный доход groundbreaking product – новаторский продукт higher return – высокая доходность

influencer – авторитетное лицо

marketing techniques – маркетинговые технологии media outlets – средства массовой информации promoted post – рекламный пост

proven leader – признанный лидер

savvy executive – толковый руководитель social media – социальные сети

thought leadership – идейное лидерство

to adjust the budget – скорректировать бюджет

to gain media coverage – получить освещение в СМИ

to incorporate visuals into ... – включать визуальные элементы в …

to position themselves as leaders – позиционировать себя в качестве лидеров

to spread messages – распространять сообщения

to take advantage of … – воспользоваться, извлечь выгоду из …

II. Установите соответствия между терминами на русском

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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.The age of the standard press release has gone, hasn’t it?

2.Have you ever heard about thought leadership?

3.What is the right kind of content?

4.Why do PR professionals use social ads and promoted posts?

5.Will the use of paid promotion and social ads continue to rise?

6.What modern trends in PR do you know?

VI. Прочитайте текст и выполните задания к нему.

TEXT A

PR TRENDS

Public relations has really changed a lot since it has come into being. These changes have brought in a number of opportunities along with new challenges for the communicators or PRs. However, these changes have roots with the internet and the social media. Just as communication evolves and the needs and preferences of the audience shifts, so should the practice of public relations. Publications and media outlets are navigating changing revenue models, new communication channels are opening, and more business leaders are establishing their voices in the industry. Staying on top of your game – and ahead of competitors – means you have to keep up with the practices shaping your industry. What are the major PR trends? Let us consider them.

The age of the standard press release is no more. Unless you’re Apple – or you have some truly groundbreaking product – you’re wasting your resources if

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you’re continuing to write and distribute traditional press releases to journalists and outlets to get them to cover your news. Rather than trying to gain media coverage through ineffective press releases of a time gone by, it’s critical for

PR professionals and marketers to embrace new and different ways of getting news about our offerings and accomplishments to our audience members. Take advantage of social media, develop relationships with industry leaders and influencers, and incorporate quality visuals into your messages to get the attention of journalists and outlets that can help you spread your message.

Some PR companies have provided thought leadership and executive branding (or reputation management) to their clients for several years. The benefits of these services are obvious. Executive branding is when an executive uses marketing techniques to show their professional strengths as a way to attract the best career opportunities. Every savvy executive knows their reputation as a proven leader directly impacts their earning potential. Thought leadership is a newer marketing trend where business leaders and companies position themselves as leaders in their spaces, and it serves as a great framework for related PR tactics and campaigns.

So, before leaders set out to promote their images, they need to control the original content around their brands. By focusing on thought leadership, you can surround your audience with the right kind of content – content that’s valuable, educational, and engaging. As thought leadership continues to grow in popularity (and as the base of successful PR strategies), agencies will need to adjust their budgets to allow for greater thought leadership development and execution.

Both with thought leadership strategies and amplifying content in sales, another method of distribution is on the rise. According to the recent research, more than 50 percent of PR professionals use social ads and promoted posts to distribute content, and the effectiveness ratings for each of these methods have increased since last year. This means more marketers and communications professionals are turning to paid social efforts, and those efforts are seeing higher and higher returns. To keep up, communications professionals should look for new ways to invest in paid social distribution and reach new audiences.

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The public relations industry has seen dramatic evolution over the years

(especially in the last few). It’s an exciting time to be a communications professional, and if we want to continue evolving with our field, we have to pay attention to upcoming trends and changes in our practices. What other trends do you think we can prepare for?

VII. Найдите в тексте эквиваленты следующих терминов:

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

means (1); release (2); getting (2); offering (2); impacts (3); thought (3); proven (3); position (3); control (4); focusing (4); engaging (4); returns (5); professional (6).

IХ. Найдите в тексте термины, близкие по значению к следующим:

innovative product; media reporting; achievements; reputation management; higher profit; communique.

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Х. Завершите высказывания, используя следующие термины и терминологические сочетания:

savvy executive; promoted posts; thought leadership; higher returns; ahead of competitors; media coverage; earning potential; press release; social media.

1.These changes in PR have roots with the internet and the … .

2.Staying … means you have to keep up with the practices shaping your industry.

3.The age of the standard … has gone.

4.Don’t try to gain … through ineffective press releases.

5.Every … knows his reputation directly impacts his … .

6.… continues to grow in popularity.

7.PR professionals use social ads and … to distribute content.

8.Communications professionals are turning to paid social efforts, and those efforts are seeing … .

ХI. Переведите следующие утверждения на русский язык. Определите, правильны ли они.

1.It’s critical for marketers to embrace new and different ways of getting news about the offerings and accomplishments to the audience members.

2.More marketers are turning to paid social efforts, but those efforts are not seeing higher returns.

3.Some PR companies have provided thought leadership and reputation management to their clients for several years.

4.After leaders set out to promote their images, they need to control the original content around their brands.

5.Thought leadership stops to grow in popularity.

6.More than 30 percent of PR professionals use social ads and promoted posts to distribute content.

7.The effectiveness ratings for social ads and promoted posts have increased since last year.

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8.To keep up, PR specialists should look for new ways to invest in paid social distribution and reach new audiences.

9.If we want to continue evolving with our field, we have to pay attention to upcoming trends.

XII. Соотнесите термины с дефинициями.

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