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Файл:Профессиональный английский язык в сфере медиакоммуникаций. Учебное пособие
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Task 7. Match the term with its definition.
1. Publics
- the readers, listeners or viewers of a particular
medium.
2. Audience
- potential buyers, customers, patrons, patients,
clients or otherwise spenders who are sought out by a
business.
3. Markets
- people who share a common bond of interest or
concern related to an organization.
Task 8. Do the following statements refer to publics, markets or audiences?
They are bunches rather than loose twigs, mosaics rather than isolated chips.
They are passive; they do not seek the organization's message.
The people with whom public relations practitioners wish to communicate.
They are potential buyers, customers, patrons, patients, clients or otherwise
spenders
The people with whom public relations practitioners can communicate through a
particular medium.
They may be supportive or nonsupportive of the organization.
You can add or delete them at will, usually based on your interest in having them
around.
They do not have anything in common except the ability and potential to spend
money on the organization's products.
They are patients of a doctor with the same health problems, volunteers at a soup
kitchen, repeat patrons of a vegetarian restaurant.
Task 9. Answer the questions.
1. What does successful public relations begin with?
2. Which groups that are of interest to the organization are confused with publics?
3. What does an audience consist of?
4. Are audiences active or passive in seeking the organization's message?
5. What do public relations practitioners do to define publics and audiences?
6. What are organization's markets?
7. Do members of audiences (markets) have anything in common?
8. Can markets be compared with friends?
9. Do markets and publics sometimes coincide?
10. Why isn’t there such thing as the "general public" for a public relations
practitioner?
11. Do members of publics share a common bond of interest or concern related to an
organization?
12. What are the examples of supportive or nonsupportive publics?
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Lesson 5
Customers, Producers, Enablers, and Limiters
Task 1. Translate the following international words into Russian.
identify, publics, systems, associations, group, process, audit, organization, limiters,
base, product, service, hospitals, patients, students, TV stations, pediatric patients,
volunteers, financial, resources, producer, doctors, hospital, clerks, managers,
reporters, authors, compositors, operate, communicate, professional, colleagues,
formal, informal, regulators, agencies, associations, communication, medical,
standards, department, publishers, reviewers, pharmaceutical, companies, budget,
program
Task 2. Learn the words below that will help you understand the text.
1. identify - определять
2. pattern – модель, структура
3. associations - связи
4. linkages - связи
5. customers – потребители
6. producers – производители
7. enablers – помощники
8. limiters – ограничители
9. first-time patients – первичные пациенты
10. underinsured patients – пациенты без медицинской страховки
11. repeat patients – повторные пациенты
12. taxpayer – налогоплательщик
13. compositor – наборщик
14. regulators – органы надзора
15. performance – зд. деятельность
16. watchdog organizations –наблюдательные, надзорные организации
17. impede – препятствовать, мешать
18. walkout – забастовка
19. merchant – торговая фирма
Task 3. Find the Russian equivalents of the sentences in English under the line,
paying attention to the italicized words and phrases.
1. Changing residential patterns can hurt neighborhood stores.
2. Lack of motivation impedes people’s development.
3. A good salesman never hard-sells customers.
4. If you live in the country and pay taxes you are a taxpayer.
5. Watchdogs should stop violating mandatory requirements to safety precautions.
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______________________________________________________________
a. Хороший продавец никогда не навязывает товары покупателям.
b. Надзорным организациям следует пресечь нарушения обязательных
требований к технике безопасности.
c. Изменение структуры жилой застройки может негативно сказаться на
местных магазинах.
d. Отсутствие мотивации мешает развитию людей.
e. Если вы живете в стране и платите налоги, то вы налогоплательщик.
Task 4. Read and translate the text.
Customers, producers, enablers, and limiters.
In order to identify publics, it is necessary to use a systems approach based on
the study of patterns of associations, or linkages that define the relationships between
groups of people. The process called a public relations audit reveals the organization's
linkages among the groups most likely to affect the organization in some way. They
include: customers, producers, enablers, and limiters.
A considerable grouping of publics is found in an organization's customer
base—the people who use the organization's product or service. Let’s consider the
following organizations and their consumer publics: hospitals have patients,
merchants have shoppers, schools have students, TV stations have viewers as their
"customers." Publics should be identified as narrowly as possible. Hospital
customers, for example, can include first-time patients, pediatric patients,
underinsured patients, repeat patients, and so on.
An important group of publics consists of producers, the people who provide the
organization's service or product. They include employees and volunteers as well as
suppliers of goods, services, and financial resources. Examples of producer publics
include doctors and nurses working at the hospital, clerks and managers of the
merchants, teachers and taxpayers who support the schools, and reporters and
production crew at TV stations. The producers of this book include its authors,
editors and compositors.
Other publics in some way enable your organization to operate and
communicate. These enablers may be professional colleagues, formal or informal
regulators such as government agencies or trade associations, and the communication
media. Following are examples of enabler publics: state health agencies and medical
associations that set standards for hospitals, the Chamber of Commerce and business
media that affect the environment for merchants, teacher groups and the state
education department that affect schools, groups such as the National Association of
Broadcasters that try to create a healthy professional environment for TV stations,
and the publishers, bookstores and reviewers that enable this book.
Some publics are the opposite of enablers. These limiters are publics that
threaten or restrict the organization's performance. They may include formal or
93
informal competitors and other groups that seek to impede the organization in a
A
B
1. patterns of associations
or linkages
a) государственные организации
2. a public relations audit
b) повышение цен на лекарства
3. customer base
c) устанавливать требования
4. underinsured patients
d) ограничивать деятель-ность организации
5. government agencies
e) сокращение бюджета
6. employees
f) модели связей
7. set standards
g) клиентская база
8. rising drug costs
f) наемные работники
9. budget cuts
g) PR аудит
10. restrict the
organization's
performance
j) пациенты без медицинской страховки
variety of ways, such as pressure groups, unions, public watchdog organizations, and
governmental entities. For example, pharmaceutical companies may threaten
hospitals with rising drug costs, changing residential patterns can hurt neighborhood
stores, budget cuts could impede the educational program of a school, a threatened
union walkout could hurt the TV stations, and strong competition from another book
could adversely affect the continued existence of this text.
Source: Тябина Д.А., Хакимзянова Д.Ф., Хованская Е.С. PR is Everywhere: Just Look and See / Тябина
Д.А., Хакимзянова Д.Ф., Хованская Е.С. – Казань: Казан. ун-т, 2014. – 100 с. [Электронный ресурс].
URL: https://dspace.kpfu.ru/xmlui/bitstream/handle/net/20414/17_01_001122.pdf (время обращения:
15.10.2024).
Task 5. Find the Russian equivalents of the English words and phrases under
the line.
patterns affect service suppliers editors impede employee merchant taxpayers
competitors regulators reviewers linkages
____________________________________________________________________
наемный работник связи оказывать влияние надзорные органы конкуренты
рецензенты мешать очевидный налогоплательщики модели редакторы
услуга поставщики торговая фирма
Task 6. Match column А with column B.
94
Task 7. Match the term with its definition.
1. Enablers -
the people that threaten or restrict the organization's
performance.
2. Limiters
the people who enable your organization to operate
and communicate.
3. Producers
the people who use the organization's product or
service.
4. Customers
the people who provide the organization's service or
product.
Task 8. Answer the questions.
1. What is it necessary to identify the publics of an organization?
2. What main groups of people affect the organization ?
3. Who are customers?
4. Who are the customers of schools?
5. Who are producers?
6. Who do producer publics include?
7. What do enablers do?
8. What people and organizations can act as enablers?
9. What kind of publics are limiters?
10. What people or organizations can be limiters?
Lesson 6
Public Relations Campaign and its Steps
Task 1. Translate the following international words into Russian.
specific, project, campaign, proactively, reactively, basic, analysis, factors, situation,
organization, factors, strategies, audience, actual, communication, techniques, press
conferences, special
Task 2. Learn the words below that will help you understand the text.
1. constituencies – постоянные группы, клиентура
2. perceptions – восприятие
3. overall policy – общая стратегия
4. outcomes – результат
5. constraints – ограничения
6. guidelines – общий курс, установки
7. feedback – обратная связь, отклик
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Task 3. Find the equivalents of the sentences in English under the line, paying
attention to the italicized words and phrases.
1. Sight plays the leading role in sensory perceptions.
2. Every organization needs the feedback about its product.
3. A beautiful garden is the outcome of long and painstaking work.
4. The new job made him loose from the financial constraints.
5. The company guidelines are established to follow them.
________________________________________________________________
a. Общий курс компании утверждается для того, чтобы ему следовать.
b. Каждая организация нуждается в обратной связи по поводу своих продуктов.
c. Зрение играет ведущую роль в процессе чувственного восприятия.
d. Новая работа освободила его от финансовых ограничений.
e. Красивый сад - это результат длительной и кропотливой работы.
Task 4. Read and translate the text.
Public Relations Campaign and its Steps
A specific public relations project or campaign may be undertaken 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. In order to evaluate
proposed strategies and tactics as well as the overall success of the campaign it is
necessary to establish policy guidelines.
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 relation techniques, such as press
conferences or special events, to reach the intended audience.
In step five, the organization receives feedback from its public. How have they
reacted to the public relation campaign? Are there some unexpected developments?
In step six, the organization assesses the program and makes the adjustments if
necessary.
Source: Жигунова, Ж. Г. Английский язык для обучающихся по направлению «Реклама и
связи с общественностью»: учебное пособие / Ж. Г. Жигунова, Ю. Е. Костерина, Е. В. Шило. — Омск
: Омский государственный технический университет, 2019. — 88 c. — ISBN 978-5-8149-2786-6. —
96
Текст : электронный // Электронно-библиотечная система IPR BOOKS : [сайт]. — URL:
A
B
1. may be undertaken
proactively or reactively
a) утвердить общий курс компании
2. various constituencies
b) оказывающие влияние на их восприятие
3. influencing their
perceptions
c) получить отклик
4. overall policy to be
established
d) формулируя цели и задачи компании
5. desired outcomes
e) может проводиться проактивно и реактивно
6. to establish policy
guidelines
f) вносит коррективы
7. to outline the strategies
and tactics
g) желаемые результаты
8. makes the adjustments
f) различные группы общественности
9. receives feedback
g) четко сформулировать стратегию и тактику
10. deceptive and
unethical promotion
j) должна быть выработана общая стратегия
https://www.iprbookshop.ru/115404.html
Task 5. Find the Russian equivalents of the English words and phrases under
the line.
constituencies perceptions outcomes constraints influence campaign evaluate
guidelines objectives events feedback adjustments
____________________________________________________________________
ограничения отклик результат цели восприятие влиять кампания
мероприятия общий курс группы общественности коррективы оценивать
Task 6. Match column А with column B.
Task 7. Answer the questions.
1. How can a specific public relations project or campaign be undertaken?
2. What does the first basic step of a public relations campaign involve?
3. What is the organization expected to gain in this first step?
4. What does the organization need in the second step of a public relations campaign?
5. What does establishing an overall policy involve?
6. Why is it necessary to establish policy guidelines?
7. In which step does the organization outline its strategies and tactics?
8. What does the organization do in step three of a public relations campaign?
97
9. Which techniques does the organization employ to reach the intended audience in
step four of a public relations campaign?
10. In which step does the organization receive feedback from its public?
11. What does the organization do in step six?
Lesson 7
Promoting the Organization’s Brand
Task 1. Translate the following international words into Russian.
strategy, organization, brand, image, collection, publicity, media, industry,
publications, podcasts, blog, social media posts, marketing, business, situations,
services, products, audience, types, media channels, groups, focus, control, total,
sponsored posts, bloggers, reviews, recommendations, investing, resources, site,
browse, content, synergize.
Task 2. Learn the words below that will help you understand the text:
1. awareness – узнаваемость, информированность, осведомленность
2. media outlets – средства массовой информации
3. industry publications – отраслевые издания
4. social media posts – посты в социальных сетях
5. word – информация
6. landing pages – целевые страницы
7. exposure – реклама, широкое освещение
8. influencer - человек, мнение которого является важным для большого
числа людей, «лидер мнений», обычно это знаменитость, эксперт в своей
области, в социальных сетях — пользователь (блогер), имеющий обширную и
лояльную аудиторию
9. sure-fire way – верный способ
10. thought leader – идейный лидер, гуру
11. boost – увеличивать, усиливать
12. trustworthy – заслуживающий доверие, достоверный
13. coverage – освещение
14. underdeveloped – недостаточно разработан
15. synergize – объединяются
16. PPC (Pay per Click) - модель рекламных размещений, при которой
рекламодатель оплачивает клики по объявлению на сайте
17. shares – репосты
18. to gain traction – получать поддержку
98
Task 3. Find the equivalents of the sentences in English under the line, paying
attention to the italicized words and phrases.
1. The engineers of the company not only raise their professional awareness but also
educate the young colleagues.
2. The only one sure-fire way to know the truth is to do the research.
3. The information about the event was shared among media outlets.
4. Healthy lifestyle boosts the immunity.
5. Before using the information, make sure that the source is trustworthy.
____________________________________________________________________
a. Здоровый образ жизни укрепляет иммунитет.
b. Перед тем, как использовать информацию, убедитесь в достоверности
источника.
c. Инженеры компании не только повышают свою профессиональную
информированность, но и обучают молодых коллег.
d. Единственным верным способом узнать правду является поиск необходимых
сведений.
e. Информация о событии распространилась в СМИ.
Task 4. Read and translate the text.
Promoting the Organization’s Brand
Public relations serves as a tool for boosting your brand’s awareness. A PR
strategy is aimed at improving the organization’s brand image. It is the collection of
all actions taken in order to get publicity and coverage of the organization’s brand on
relevant media outlets, industry publications, podcasts, as well as blog and social
media posts, and reach the organization’s short-term and long-term PR goals. In a
sense, it is quite similar to a marketing strategy since it is all about spreading a
message about the organization’s brand, but without the business goals that
necessarily involve sales. In most situations, a public relations strategy is used to
spread the word about the business, services, or products to improve their recognition
and maintain positive relationships with the audience and stakeholders.
There are three types of media channels, useful for managing public relations:
owned, paid, and earned.
Owned Media - blog, landing pages, LinkedIn and other social media groups are where the organization should focus on first. This is the easiest channel to manage
since the organization has total control over it. It is also the most important because,
in order to be viewed as a trustworthy brand, the organization has to present itself
accordingly. 99% of the mentions of the organization’s brand will link to one of its
owned media piece.
Paid Media includes everything that is paid for to get exposure. PPC (Pay per
Click), paid advertisements, sponsored posts, influencers, etc. And even though
99
people generally don’t like advertisements, this is the most sure-fire way to get them
A
B
1. for boosting your
brand’s awareness
a) отраслевые издания
2. brand image
b) сделать их более узнаваемыми
3. to get publicity and
coverage of the
organization’s brand on
relevant media outlets
c) чтобы получить широкое освещение
4. industry publications
d) самый простой в управлении канал
5. spreading a message
e) бренд, заслуживающий доверия
6. to improve their
recognition
f) распространение информации
to notice your organization.
Earned Media coverage is the hardest to get, but it is also probably the one that
matters the most. Thought leaders’ and bloggers’ reviews, mentions, contests, shares,
word of mouth recommendations are all considered earned media.
A good PR strategy makes use of all three types of media channels. Focusing on
owned media will lead to struggle to gain any traction whatsoever. Investing all of
your resources into paid media will drive people to your site, but they will be unlikely
to stay and browse your content/products because it’s underdeveloped. Without
strong content of your own it will also be extremely difficult to get other bloggers to
link to you simply because there’s nothing link-worthy.
So, all three channels synergize and work together to get you closer to your
ultimate goal - get exposure.
Source: Орлов Влад. How to Develop a Successful PR Strategy In 2024 (Guide) [Электронный ресурс].
URL: https://respona.com/blog/pr-strategy/ (время обращения: 3.04.2025).
Task 5. Find the Russian equivalents of the English words and phrases under
the line.
sales word stakeholders manage sure-fire way shares recognition trustworthy
synergize landing pages
____________________________________________________________________
верный способ заслуживающий доверия объединяются продажи репосты
целевые страницы узнаваемость информация заинтересованные стороны
управлять
Task 6. Match column А with column B.
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