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

XIII. Прочитайте текст, заполните пропуски.

TEXT B

CONTENT AMPLIFICATION

There are plenty of channels to promote your brand, but you have to know how to leverage and amplify your content to get more eyes on it. And it all starts with (1) ________ you’re trying to get in front of your audience.

When you start with good content, amplifying it to your targeted audience becomes much easier, and you’ll find even more (2) ________ to distribute it. In addition to social media and nurturing events – from infographics to whitepapers and articles – the sales process, marketing newsletters, and even email signatures can get more of the right eyes on your content and amplify your message.

There are some drawbacks of popularity. Sometimes, people can be unreasonable and a little impulsive, and with such (3) ________, every person has the ability to share bad experiences with his or her network. To prevent this you need to avoid negative experiences. That starts with training the PR team to

(4) ________ – before negative comments turn into PR nightmares. Ignoring such haters can be a toxic spiral and a PR team should solve the real issues.

Another great way to promote the brand is through content. For example, some leading companies use content in their hiring process to (5) ________, to introduce them to company culture and services. When company team is educated and engaged, they can help facilitate better experiences with company clients, and those experiences reduce the chances of falling victim to the social ranting and negative brand advocacy of a disgruntled customer.

a)easy access to social media

b)the quality of the content

c)handle situations and bad experiences effectively

d)opportunities for you and your team

e)educate and attract candidates

XIV. Переведите текст на русский язык.

TEXT C

REPUTATION MANAGEMENT

When you pitch a story or a piece of content to a publication editor or journalist, the first thing a lot of them do is search who you are and what your

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company does. Because they receive hundreds of pitches each day as a result of the rise in guest contributors, they might only have a few seconds to look into you, and that search can go one of two ways: They either like what they see and follow through, or they don’t.

When someone searches you and finds solid content around your brand, your expertise, and your company, you essentially pass this test. Thus, your chance of acceptance to the publication increases. But if there isn’t much content (or if the content is negative), a relationship with you isn’t worth the risk.

To better manage your online reputation and get your message to the right audiences, it’s important to consistently create and publish quality content.

Brands and company executives are spending a significant amount of money to gain the attention of leading industry influencers with hundreds of thousands of social media followers to gain access to their networks, increase their own following, and promote their messages. And while this can mean a higher number of people in the “followers” section on your profile, it doesn’t guarantee that those people are right for you and your brand.

Some companies work with many influential clients who may have a few thousand followers, but they earned them naturally – not from buying them, fol- low-backs, or other shady ways to make it look as if they have influence – and they’ve seen great success on social. It’s ultimately better to have a slightly smaller, higher-quality network that loves your brand and content than it is to have a larger one with no engagement. Focus on developing a network and building influence among a targeted, valuable audience and social following to stay ahead.

XV. Соотнесите собеседников и инсценируйте диалоги в парах.

1.Liz: The business world is very cruel as it has a cut-throat competition. How can PR companies make the new customers among the competing firms?

2.William: What can you do to amplify your brand?

3.Virginia: What is brand advocacy?

A. Ronald: I think, they have to discern themselves from their competitors in order to make the new clients and also retain their existing ones. And any public relations company need to maintain a positive public image.

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B.Bradley: It simply means that people who love your brand will continue to support your company and promote your services or products to new customers organically. Thus, helping your brand become visible to larger audiences and increase revenue without having to spend on advertising or other traditional marketing initiatives.

C.Jeffrey: Instead of spending so much money for those paid placements, you let people handle the marketing of your brand in an organic way. Customers or your clients are the most important part of brand advocacy and are your biggest cheerleaders. I think, if they chose your product or services and love your company, they will go above and beyond recommending you to others. And of course, they trust your company, thus helping you increase your brand and revenue growth.

XVI. Ответьте на вопросы.

1.What are the modern trends in PR?

2.What is the goal of the public relations?

3.Why does the target audience matter?

4.How did PR become an essential business strategy?

5.What are the ways to promote a brand?

6.Thought leadership is a newer marketing trend, isn’t it?

7.Will negative brand advocates be prevented through content?

8.Do you think online reputation management will be necessary?

9.When last did you have the time of reading an article?

10.What does pitching mean?

11.Are branding and positioning as important to the firm as it is to their

clients?

12.How are the internet and the social media used in PR?

13.What are career opportunities in advertising and public relations?

14.How would you keep your brand in front of your audience?

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ГРАММАТИЧЕСКИЙ ПРАКТИКУМ ГЕРУНДИЙ

Формы герундия

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I. Напишите различные формы герундия. a) Perfect Active:

to describe, to practice, to paint, to spend, to improve, to cover, to function, to provide, to improve, to expand, to train, to consult.

b) Perfect Passive:

to prohibit, to open, to make, to overtake, to deliver, to expose, to promote, to create.

II. Переведите на русский язык. Определите форму и функцию герундия в каждом предложении.

1.After creating digital media platforms advertising got many new possi-

bilities.

2.Traders started using images to associate their trade.

3.Marketers developed strategies for encouraging an advertisement’s viral potential.

4.The chicken begins performing a variety of actions.

5.By the 17th century, advertisements started appearing in weekly newspapers in England.

6.The practice of sponsoring radio programs popularized.

7.They started allocating sponsorship rights to multiple businesses.

8.Edward Bernays understood the importance of using Lee’s press release as a public relations tool.

9.They have experience in gaining increased awareness through publicity.

10.Lee used press release as a way of spreading of information for his

clients.

11.Marketing is the activity for creating offerings that have value for cus-

tomers.

12.Modern business needs practicing public relations.

13.Before defining means to reach the audience they indentify the “public” to whom a message is directed.

14.By focusing on thought leadership, you can surround your audience with the right kind of content.

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

16.Staying on top means you keep up with the practices shaping your in-

dustry.

17.Many public relations career opportunities involve working directly with clients.

18.The job of a PR is to create a positive image of his client by crafting press releases by writing positively about the company or the individual.

19.Ignoring such haters can be a toxic spiral.

20.They rather promote the brand by using editorial content appearing on magazines, newspapers, news channels, websites, blogs, and TV programs.

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ЛЕКСИЧЕСКИЙ ТЕСТ № 5

Взаданиях I–II установите соответствие между английскими

ирусскими терминами.

2.innovative product

3.advertising media

Взаданиях V–X выберите термин, который нужно поставить

впредложение.

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V

There are plenty of channels to …, but you have to know how to amplify your content to get more eyes on it.

1.to incorporate visuals

2.brand awareness

3.promote your brand

VI

Executive branding is when an executive uses … to show their professional strengths.

1.budget

2.marketing techniques

3.groundbreaking product

VII

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

1.savvy executives

2.earning potential

3.promoted posts

VIII

Staying on top of your game – and … – means you have to keep up with the practices shaping your industry.

1.savvy executives

2.revenue models

3.ahead of competitors

IX

You know, that … continues to grow in popularity.

1.influencers

2.thought leadership

3.earning potential

X

Communications professionals should look for new ways … .

1.to gain media coverage

2.to change revenue models

3.to adjust their budgets

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ADDITIONAL TEXTS

WHAT IS PUBLIC RELATIONS?

In normal language, you can say PR or Public Relations is a technique through which the companies, the public relations organizations and an individual interact with in media. You can also understand and define PR as – molding and maintaining the image of either an individual or a company in the eyes of a patron’s various public.

“Publicˮ has a different meaning as Public relations trends, here it means anyone and everyone who has ever formed and in future will form a judgment about the client (an organization, a company or an individual). The public can include various people completely depending on the client’s profession. Public here can be named as the client’s existing or potential customers, the clients’ voters, local community members, media members, parents of students and students themselves, and the list never ends it goes on and on.

Public relations trends specialist interacts or talks to the target audience either directly or indirectly to the target audience with the help of media in order to create and also maintain a positive image they also create a strong relationship with the audience. Communication of PR can be done through various means such as newsletters, public appearances, press releases, of course through the internet, etc. PR experts today do use different tools however these days social media is one of their favorite tools.

Public relations is different from advertising. There’s an old saying: “Advertising is what you pay for, publicity is what you pray for”. Public relations agencies don’t buy ads, they don’t write stories for reporters, and they don’t focus on attractive paid promotions. They rather promote the brand by using editorial content appearing on magazines, newspapers, news channels, websites, blogs, and TV programs. Using earned or free media for promotion has its own benefits as information on these mediums isn’t bought. It has a third party validation and hence isn’t viewed with skepticism by the public.

Public image makes up 60 % of the most companies value today. When there’s a mishap or when the company’s reputation breaks down, it affects company’s entire corporate existence and its affiliates. It takes around four to seven years to overcome a negative reputation. Hence it has become important for a company to invest in good public relations strategies to maintain a beneficial relationship with the public.

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HOW IS PUBLIC RELATIONS

DIFFERENT THAN ADVERTISING?

It’s Unpaid vs. Paid. Earned vs. Purchased. Credible vs. skeptical. Public relations tastes great, advertising is less filling.

There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”

Advertising is paid media, public relations is earned media. This means you convince reporters or editors to write a positive story about you or your client, your candidate, brand or issue. It appears in the editorial section of the magazine, newspaper, TV station or website, rather than the “paid media” section where advertising messages appear. So your story has more credibility because it was independently verified by a trusted third party, rather than purchased. Here’s a good chart from a previous column:

WORKING IN PUBLIC RELATIONS

The job of a PR is to create a positive image of his client by crafting press releases by writing positively about the public relations organizations, the company or the individual. They are masters in crafting stories by creating an importance of the history of his client and also his products and services. The goal of the public relations is very clear: PR has to fulfill the news requirement of a journalist with the view of enhancing his client’s image in the eyes of the public or the audiences. They very frankly try to obtain free publicity for their clients for which they need to have a number of contacts in the media. The media can be any media: the new papers, the local TV stations, the social media, etc.

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