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

Their job is done by spending a lot of time creating relationships with the journalists and also other members of the media. Different journalists write about different client industries and personal interests and a PR needs to research about these journalists as to who does what job. The PR also needs to know what type of stories the journalist is looking for and what tone of writing does he expect the story to be written in. Journalist mostly like stories, that come in from recognized sources, fresh, timely, relevant and something that targets his and the interest of his audiences. The PR also needs to create a press kit or a media kit. A press kit is a kit that is given to the journalist in order to help him understand the client better, for example, the basic information of the client like who is the client and what does the client do.

CAREER OPPORTUNITIES

Many public relations career opportunities involve working directly with clients and planning their media campaigns.

There are certain skills that are helpful for people who work in public relations. These include a high level of communication skills, both written and verbal. A PR person also must be adept at multitasking and time management. He or she might have some form of media background or training to understand how the media works. Organizational and planning skills also are important in public relations.

A PR employee must be able to work well under pressure. He or she must have the ability to answer a barrage of questions from the media and members of the public, if necessary. If a company comes under a verbal attack, it is the PR department that must take control of the situation. The PR department must effectively respond to the criticism to protect the company’s reputation.

A public relations employee usually has a relevant college degree, such as a bachelor's degree in communications, journalism or marketing. Degree programs that lead to jobs in public relations include communications, journalism, business, and marketing; each one offers different long-term benefits to the public

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relations career. Most degree programs require you to take a certain number of writing-intensive credits, and these are critical public relations courses.

Competition for jobs in PR is fierce. A talented public relations worker might be able to work his or her way up from a junior account executive to an account director in about five years. The hours can be long and the job can be stressful, but for successful PR workers, the pay can be good because of the importance that companies place on their reputations.

WHY PUBLIC RELATIONS AGENCIES ARE EVOLVING

The focus areas of traditional public relations agencies are changing. Small, mid-size and large firms represent clients whose communication wants and needs are progressing as business and consumer habits evolve. A recent study shows that 87 % of professionals believe the term “public relations” will not describe the work they do in five years. Additionally, 60 % of marketing executives believe PR and marketing will become dramatically more aligned in the near future.

As budgets rise, so do expectations of companies should provide. Is it advantageous for firms to specialize in PR or modernize and expand services for broader value? At first glance, could it be true that only about 10 % of U.S. agencies focus exclusively on PR? For those of us in the industry, this may come as a shock, but the statistic could reveal where PR firms are headed.

Disciplines in PR are wide-ranging: content creation, corporate communications, events, executive coaching, internal communications, promotional asset production, media relations, multi-media, social media, reputation management and more. Job descriptions for PR professionals include technical abilities like strategic communications, research, writing and creativity, but also of importance are campaign development, social integration, keynote presentations and other tasks.

Gone are the days of writing and distributing news releases, then pitching media. While this process is important and still relevant, incorporating creative visuals and video in the delivery greatly increases the success rates of placements.

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If the client doesn’t have these assets, it becomes imperative for firms to develop them.

Partners may also expect you to manage the back end of their websites by uploading news releases to blog sections, scheduling links for social and monitoring web analytics. To extend lifecycles of significant publicity, it might make sense to include it within paid social campaigns. Did you learn these skills in your university classes?

PR will always be important, but its impact is amplified when coupled with digital and social programs. For PR firms looking to be ahead of the curve our advice is to find ways to innovate internally, to advance the profession through education and awareness.

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ЗАКЛЮЧЕНИЕ

Процесс обучения предполагает формирование у студентов лексических навыков, необходимых для профессиональной сферы общения, а также готовности к коммуникации в устной и письменной форме на английском языке. Терминологическая грамотность – весомая составляющая профессиональной и языковой компетентности будущего специалиста. Вот почему специальная лексика и терминология, отражающие содержание будущей специальности, являются неотъемлемой частью формирования коммуникативной компетенции студентов. Чтение текстов по специальности на изучаемом языке позволяет не только усвоить языковой материал, но и пополнить профессиональные знания.

Достигнутый при освоении материалов учебного пособия уровень владения английским языком послужит основой для решения профессиональных задач.

Обязательным условием сохранения уровня владения языком является его постоянное использование: чтение литературы и общение. Поддерживать уровень языковых знаний и умений в условиях оторванности от языковой среды помогают систематические занятия, чтение и аудирование, которые отчасти компенсируют недостаток коммуникации на иностранном языке.

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