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Файл:Профессиональный английский язык в сфере медиакоммуникаций. Учебное пособие
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7. landing pages
g) желаемые результаты
8. the easiest channel to
manage
f) для того, чтобы сделать ваш бренд более
узнаваемым
9. a trustworthy brand
g) целевые страницы
10. to get exposure
j) рекламировать бренд организации в актуальных
СМИ
1. Paid Media
(Оплаченные СМИ)
- 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).
2. Earned Media
(Заработанные СМИ)
- the easiest channel to manage since the organization
has total control over it (blog, landing pages,
LinkedIn and other social media groups).
3. Owned Media
(Собственные СМИ)
- the channels that are paid for to get exposure
(PPC (Pay per Click), paid advertisements, sponsored
posts, influencers, etc.).
Task 7. Match the term with its definition.
Task 8. Answer the questions.
1. What are PR's main purpose and strategy?
2. Which are the relevant media outlets that it is desirable to get publicity and
coverage of the organization’s brand on?
3. What is a public relations strategy used for in most situations?
4. How many types of media channels, useful for managing public relations, are
there?
5. What is the Owned Media channel?
6. Why is it the easiest channel to manage?
7. Why is it also the most important channel?
8. What does the Paid Media channel include?
9. Is the Paid Media channel the most sure-fire way to get your organization noticed?
10. What is considered to be Earned Media?
11. Is Earned Media coverage the hardest to get?
12. Does Earned Media matter the most?
13. What is a good PR strategy?
14. Why is strong company’s content so important?
15. Do all three channels synergize and work together to get exposure?
101
Lesson 8
Ethical Codes of Practice in PR
Task 1. Translate the following international words into Russian.
ethical, ethics, standards, principles, correct, profession, professional, group,
organization, communications, control, company, crises, strategies, publics, systems,
associations, process, morality, initiatives, practice, management, professionals,
unethical, International, business, information, ethics, history, manipulative,
practitioners, reputation, credo, principles, traditions, protest
Task 2. Learn the words below that will help you understand the text:
1. conduct - поведение
2. cope with crises – справляться с кризисными ситуациями
3. code - кодекс
4. pros – профи, профессионалы
5. at the elbows – рядом
6. top officers – руководители
7. on the spot – в затруднительном положении
8. fallout – последствия
9. Business Communicators – бизнес коммуникаторы
10. credo – кредо
11. condemnation – осуждение, порицание
12. hate speech – пропаганда ненависти
13. mission – цель
14. touchstone – пробирный камень
15. to draw on - опираться
Task 3. Find the equivalents of the sentences in English under the line, paying
attention to the italicized words and phrases.
1. Michael Smith is one of the top officers of the company.
2. Managers are trained to cope with crises professionally.
3. Hate speech contradicts the principles of humanism.
4. One should anticipate the fallout of one’s behavior.
5. The thing he did caused universal condemnation.
________________________________________________________________
a. Менеджеров обучают профессионально справляться с кризисными
ситуациями.
b. Майкл Смит является одним из руководителей компании.
c. Его поступок вызвал всеобщее осуждение.
d. Пропаганда ненависти противоречит принципам гуманизма.
e. Следует предвидеть последствия своего поведения.
102
Task 4. Choose the Russian equivalents for the following English names of the
1. Public Relations Society of America
(PRSA)
a) Международная ассоциация по
связям с общественностью
2. International Association of
Business Communicators (IABC)
b) Национальная ассоциация
коммуникации
3. International Public Relations
Association
c) Американское общество по связям
с общественностью
4. National Communication
Association (NCA)
d) Международная ассоциация бизнес
коммуникаторов
organizations.
Task 5. Read and translate the text.
Ethical Codes of Practice in PR
The Oxford English Dictionary defines ethical conduct as being those standards
that in accordance with principles of conduct are considered correct, especially those
of a given profession or group. Every professional or trade body, organization or
profession has its ethical standards, or codes of conduct, by which it expects its
members to abide.
The Public Relations department is frequently the ethical heart of an
organization. It controls internal and external company communications, the flow of
good and bad news to the staff and community. The PR team copes with company
crises. PR pros sit at the elbows of top officers drafting company's mission
statements, its strategies, and its vision.
PR people are often put on the spot — if not to determine the morality of a
course, at least to help envision the fallout. Fortunately there are valuable touchstone
tools for finding the way.
One of the first initiatives of the Public Relations Society of America (PRSA),
founded in 1948, was to establish an ethical code of practice for its members. The
desired outcome of this code was to establish clear standards for practitioners, clarify
these standards to management, and to distinguish public relations professionals from
those who engage in deceptive and unethical promotion.
The Public Relations Society of America, the International Association of
Business Communicators, and the International Public Relations Association have all
developed elaborate associational codes for the public relations profession. Public
relations codes are grounded in larger communication values such as free speech and
free access to information, honesty and truthfulness, and fairness. It has been
suggested that public relations codes of ethics were particularly important given the
somewhat sordid early history of public relations including manipulative and
deceptive practices. Ethical codes have helped public relations practitioners clarify
103
professional expectations, maintain higher standards of professional conduct, and, in
A
B
1. ethical conduct
a) рядом с руководителями
2. trade body
b) предвидеть последствия
3. code of conduct
c) мошенническая и неэтичная реклама
4. PR pros
d) формулируя цели и задачи компании
5. at the elbows of top
officers
e) торговая организация
6. drafting company's
mission statements
f)социальная справедли- вость
7. to put on the spot
g) этичное поведение
8. to envision the fallout
f) специалисты по связям с общественностью
9. social justice
g) ставить в затрудни-тельное положение
10. deceptive and
unethical promotion
j) кодекс поведения
general, elevate the reputation of the profession.
Recently, the National Communication Association (NCA) adopted what it
described as a professional credo for ethical communication. The credo includes 10
general principles regarding what is judged as the ethical practice of communication.
The NCA credo draws on broad sets of ethical traditions in communication including
honesty, truthfulness, free speech, condemnation of hate speech, the ethic of care,
privacy, respect, social justice, protest, responsibility and responsiveness, among
others.
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 6. Find the Russian equivalents of the English words and phrases under
the line.
free speech code outcome access expectations abide fallout touchstone
values condemnation responsiveness conduct responsibility
____________________________________________________________________
доступ придерживаться результат последствия ожидания поведение
ценности свобода слова отзывчивость кодекс ответственность осуждение
пробирный камень
Task 7. Match column А with column B.
104
Task 8. Match the abbreviated forms with their full equivalents.
1. PRSA -
National Communication Association
2. IABC -
International Public Relations Association
3. IPRA -
Public Relations Society of America
4. NCA -
International Association of Business
Communicators
Task 9. Answer the questions.
1. How does the Oxford English Dictionary define ethical conduct?
2. Does every professional or trade body, organization or profession has its ethical
standards, or codes of conduct?
3. What is the role of the Public Relations department in an organization?
4. What functions do PR specialists fulfill in an organization?
5. What is one of the first initiatives of the Public Relations Society of America
(PRSA), founded in 1948?
6. What was the desired outcome of the code established by the Public Relations So
ciety of America?
7. Which organizations have developed codes of ethics?
8. Which communication values are the public relations codes grounded in?
9. How have ethical codes helped public relations practitioners?
10. Did the National Communication Association (NCA) adopt what it described as a
professional credo for ethical communication?
11. How many principles does the credo include?
12. What does the NCA credo draw on?
Supplementary Reading (2)
Text 1
PR Strategizing
It is impossible to oversell the importance of a PR strategy. Every brand needs a
public and media relations strategy developed. Without any kind of promotion, you
cannot expect people to start talking about you. You might have the best product in
the whole wide world, and still be unknown to the masses. A PR strategy will help
your company achieve a number of important goals.
One of a PR strategy’s goals is to help you establish a solid brand identity and
use messaging that reflects your company’s value. Once people start associating you
with your product/service it is a good indicator of amazing branding.
A wise PR strategy will also help establish stronger bonds with your existing
customers (as well as attract new ones), which is perfect for reducing churn. And
even though the purpose of PR isn’t focused on generating revenue (that’s the job of
105
marketing), a good public relations strategy definitely helps generate more leads.
Since you’ll be getting your product in front of more people, naturally, more people
will be interested in buying it, or at least trying it out.
The moment investors see a business that has all the potential to conquer the
market, they see an opportunity. And an opportunity is exactly what you want to look
like to them. They will, in turn, help you develop your brand even further, increasing
your credibility and entrenching your position on the market.
Positioning yourself as a powerful, trustworthy brand, in addition to customers
and investors, will also serve to attract new talent to your office. And, as your
business grows, so do its requirements, and at some point you will need to expand
your team. A good PR strategy practically takes care of that need automatically,
saving you the trouble of running a separate hiring campaign. They come to your
company by themselves.
Thus, a PR strategy helps your business grow in all possible ways, from
generating more leads to attracting investors and even employees. Without a good
strategy you will practically be running your business in the dark, and without
promoting it in some way, all of your efforts will be practically wasted.
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: Write an essay in English about The PR Strategy You Have Worked Out
For Your Imaginary Company.
Text 2
Corporate PR of a Company
Every company or organization must consider the public impact of their
activities and decision of policies because each decision of an organization effects a
different group in a different way. Due to effective PR positive outcomes and mutual
understanding can be possible. It builds goodwill among groups of people of an
organization, makes favorable influence on public attitude and establish and maintain
a satisfactory reputation for the organization. A well executed PR is a continuous
process that molds a stable and positive relationship. The corporate PR is a goal of
the company with social responsibility or corporate reputation. It is an integral
component of the overall communication strategy of the organization.
Whereas PR is a management function that identifies the policies of an
individual or organization with the public interests and executes a program to earn
public understanding and acceptance, corporate PR is designed to promote overall
awareness of a company or enhance its image among a target audience as well as in
the whole society.
In the other words corporate PR is an extension of the PR function. It does not
promote any one specific organization or product or services rather it is a work to
106
promote the overall activities of the firm by enhancing its image, assuming a position
on a social issue or cause or seeking direct involvement in something. Acceptance,
understanding, and cooperation between an organization and public involves the
management problems or issues, helps management to keep informed on and
responsive to public opinion, defines and emphasize the responsibility of
management to serve the public interests, helps management keep abreast of and
effectively utilize change serving as an early warning system to help trends anticipate
and uses research along with sound and ethical communication techniques as its
principle tools.
Corporate PR is closely related to the corporate identity. It is designed to
generate investment in the corporation. More investment means working capital,
more money for research and development, and so on. Companies that spend more on
corporate PR also tend to have higher priced stock. A positive corporate image
cannot be created just from a few PR activities or from few advertisements. Quality
of product and services, innovation, sound financial practicality, social responsibility,
good corporate citizenship and wise marketing are just a few of the factors that
contribute to the overall image.
A PR is a problem solving process, put to use not merely when the problem has
occurred but a proactive strategy. Organizations which accord priority for corporate
and financial PR are also those best likely to place PR activities under marketing. It is
more concerned about communication with audience. It entails facing up to a
problems and explaining the background of them attempting to obtain sympathy and
understanding through the appreciation of the difficulties facing an organization and
understanding.
Corporate PR is the way in which the organization communicates the standard
of the management and is particular about the standard at the time of crisis
management and provide for success or failure. Much sponsorship activity and
indeed the adoption of such measures as support for certain charities or other noncommercial community related activities have a bearing on corporate PR. It is not a
means of allowing the PR function to score points off its rivals in marketing, but it
should be a case of enabling the relationship to be clarified not simply between PR
and marketing but between the center and the brands, between the general
management and the product and most of all between where the organization
currently stands and perhaps where it has stood in the past and where it intends to
position itself in the future.
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. — Текст : электронный // Электронно-библиотечная система IPR
BOOKS : [сайт]. — URL: https://www.iprbookshop.ru/115404.html
TASK: Write an essay in English about The Importance of Corporate PR For a
Company.
107
Text 3
The Skills Needed to Be a Public Relations Person
To be a successful public relations person requires equal parts communication,
creativity and problem solving. Whether they’re building media relationships or
handling the occasional crisis, PR people must have a diverse, adaptable skill set to
thrive in their work.
PR professionals need top-tier writing and communication skills to craft clear,
persuasive messages that reach their intended public. Between writing punchy press
releases to insights-driven executive bylines, PR specialists have to share information
in a way that grabs people’s attention and sets the tone for a positive impression.
Effective, consistent communication is the foundation for strong relationships
with clients, journalists, and other media stakeholders.
One more key ingredient for being a PR pro is the ability to form lasting
relationships. Public relations specialists have to rely on their networking skills to
connect with journalists, influencers, and fellow industry leaders. Maintaining these
relationships helps PR teams lock in coveted media coverage and create valuable
opportunities for their clients. In addition, networking also helps PR specialists stay
up-to-date on emerging trends and breaking news. The closer their relationships with
the media, the easier it is to navigate potential challenges, amplify their client’s
message, , and sway public perception.
PR specialists have to sharpen their critical thinking and problem-solving skills
to excel in this role. When unexpected issues arise, public relations specialists must
immediately assess the situation and deliver a response to reduce negative publicity.
It all comes down to putting out fires as quickly and creatively as possible. By
thinking ahead and making smart decisions under pressure, PR professionals help
protect the client’s reputation so they remain in good standing with the public.
Thus PR professionals play an invaluable role in shaping a brand’s public-facing
image. They tackle a whole slew of responsibilities from writing captivating stories to
managing unfortunate crises—all of which helps their clients stay in the public’s
good graces.
All in all, PR is an exciting, ever-evolving industry that blends creativity and
critical thinking with excellent relationship-building skills. If you’re someone who
enjoys a challenge and has a knack for communication, working as a public relations
specialist could be a very rewarding career path for you to explore.
Source: Gabriella Bock. What Does A Public Relations Person Do? [Электронный ресурс]. URL:
https://channelvmedia.com/blog/what-does-a-public-relations-person-do/ (время обращения:
15.04.2025).
TASK: Write an essay in English about The Skills You Need to Develop to
Become a PR Specialist.
108
Text 4
The Three Best Known Codes of Practice in PR
The three best known codes for public relations are Public Relations Society of
America’s Member Code of Ethics, the International Public Relations Association’s
International Code of Ethics, informally known as the Code of Athens, and the
International Association of Business Communicator’s Code of Ethics for
Professional Communicators.
The Public Relations Society of America (PRSA) offers the most detailed and
complex code of the three organizations. The PRSA Member Code of Ethics is
composed of six core values, and six code provisions. The values include advocacy
for clients and an open marketplace of ideas, honesty, expertise, independence in the
form of objective council and personal accountability, loyalty to both clients and the
public interest, and fairness. The six code provisions are comprised of disclosure of
information in a manner that builds trust with the public, free flow of information,
competition among professionals in a manner that serves the public interest,
safeguarding confidences to protect privacy rights, avoiding conflicts of interest, and
enhancing the profession through building trust in all levels of interaction.
The International Public Relations Association’s International Code of Ethics
(Code of Athens) was originally adopted in 1965 at a meeting in Athens and later
revised in 1968. The IPRA claims that this code has been “promoted widely and
presented formally to numerous Heads of State”. The International Code of Ethics is
particularly sensitive to supporting an international view of human rights.
The International Association of Business Communicator’s Code of Ethics for
Professional Communicators is represented by 13 articles and a provision for
enforcement. The IABC’s code makes the specific mention in one of their articles of
the need for sensitivity to cultural values and beliefs in hopes of encouraging mutual
understanding. Two articles outline the importance for the protection and use of
confidential information. Other articles stipulate loyalty to the laws governing the
public relations profession, honesty, precluding plagiarism, avoiding behavior
considered unethical by the communicator, upholding the credibility and dignity of
the profession, accuracy, and free speech. Unlike PRSA or IPRA, the IABC code
includes two articles dedicated to refusing undisclosed gifts and avoiding any pledge
to guarantee results beyond the certain capacity of the practitioner.
Ideally, codes of practice provide practitioners with an objective means for
proactively assessing their behavior as they engage in their profession.
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: Make a presentation in English on Public Relations Society of America’s
Member Code of Ethics.
109
Text 5
PR Perspectives
The future of public relations is determined by advancements in technology, the
evolving media ecosystem, and changing public expectations. Due to the growing
influence of artificial intelligence and machine learning new opportunities and
challenges appear. AI is potentially transforming how PR campaigns are designed,
targeted, and measured for effectiveness.
The personalization of content, driven by data analytics, promises to make
communication efforts more precise and impactful, although it also raises concerns
about privacy and data ethics. The rise of virtual and augmented reality offers new
avenues for immersive storytelling and experiential marketing, which could redefine
audience engagement.
With the increasing importance of social responsibility, there's a shift towards
purpose-driven PR, where brands are expected to take a stand on societal issues and
contribute to meaningful change, making authenticity and corporate social
responsibility crucial factors in reputation management. In addition, the public’s
media consumption habits continue to migrate to digital and mobile platforms,
requiring PR practices to be more agile and integrated across various channels.
The spread of misinformation and the growing mistrust of traditional media
sources challenge PR professionals to establish and maintain credibility in an age of
“fake news”. As the landscape becomes more complex, the fundamental principles of
PR—clarity, relevance, and trust—remain timeless. PR professionals must continue
to harness the power of narrative, engage with stakeholders on a deeper level, and
innovate in their strategies to navigate the future communications frontier effectively.
The history of public relations is one of evolution and adaptation, and in future
the industry will no doubt continue to morph, embracing new tools and
methodologies to uphold its role as the arbiter of public discourse and organizational
storytelling.
Source: The History of Public Relations [Электронный ресурс]. URL:
https://www.joriwhitepr.co.uk/articles/the-history-of-public-relations (время
обращения: 06.06.2025).
TASK: Write an essay in English about The Future of PR as You See It.
110
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