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Файл:Профессиональный английский язык в сфере медиакоммуникаций. Учебное пособие
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9. hard-selling strategy – стратегия навязывания покупок
10. harmless – безобидный
11. raise concerns – выражать обеспокоенность
12. accessibility - доступность
Task 3. Find the Russian equivalents of the sentences in English under the line,
paying attention to the italicized words and phrases.
1. The company representatives showed a promotional video.
2. For any TV commercials the audio is raised.
3. They decided to capitalize on what they had at hand.
4. In most cases hard-selling strategies don't work anymore nowadays.
5. At present the Internet means accessibility to information.
________________________________________________________________
a. В большинстве случаев стратегии навязчивых продаж уже не являются
эффективными в наши дни.
b. Они решили воспользоваться тем, что было у них под рукой.
c. Представители компании продемонстрировали рекламный ролик.
d. В настоящее время Интернет означает доступность информации.
e. Во время показа рекламы по телевидению звук становится громче.
Task 4. Read and translate Text 2.
Text 2
Different Forms of Advertising
Television advertisement relies on visual as well as verbal cues to sell items.
Promotional ad time is purchased by the advertiser, and a spot usually runs 15 to 30
seconds. New technologies allow television watchers to skip through commercials,
however, studies have shown that these technologies do not have a negative effect on
advertising. Emerging digital media platforms such as the Internet and mobile phones
have created many new advertising possibilities. Advertisers have tried to capitalize
on the shared-media phenomenon by creating viral ads that achieve spontaneous
success online. Less than one in six ads that are intended to go viral actually
succeeds, so marketers have developed strategies to encourage an advertisement's
viral potential. Successful spots focus on creativity rather than a hard-selling strategy
and generally target a specific audience.
Social media sites use the information users provide on their profiles to generate
targeted advertisements. For instance, if a person joined a group associated with the
singer, he or she might see the announcements advertising singer's new CD or a
concert. While this may seem harmless, clicking on an ad sends user data to the
advertising company, including name and user ID. Many people have raised privacy
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concerns over this practice, yet it remains in use. Free email services such as Gmail
A
B
1. a spot usually runs 15 to
30 seconds
a) воспользоваться явлением общих медиа
2. to skip through
commercials
b) вирусная реклама, которая достигает
спонтанного успеха в Интернете
3. emerging digital media
platforms
c) пропускать рекламу
4. capitalize on the sharedmedia phenomenon
d) для того, чтобы увеличить вирусный потенциал
рекламы
5. viral ads that achieve
spontaneous success
online
e) удачные ролики
6. to encourage an
advertisement's viral
potential
f) выразили озабоченность в связи с нарушением
права на частную жизнь
also depend on targeted advertising for their survival. Indeed, advertising is the only
way they could continue functioning. Given the ongoing privacy debates concerning
targeted Internet advertising, a balance between a user’s privacy and accessibility of
services will have to be settled in the near 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 5. Choose the correct variant of translation of the following words.
1. verbal – слуховой, голосовой
2. purchase – продавать, покупать
3. advertiser – рекламодатель, реклама
4. commercials – коммерческие предприятия, реклама
5. succeed – успех, достигать успеха
6. audience – аудиенция, аудитория
7. data – дата, данные
8. user – пользователь, потребитель
9. include – исключать, включать
10. associated – ассоциация, связанный
Task 6. Match the English phrases in column A with their Russian equivalents
in column B.
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7. focus on creativity
rather than a hard-selling
strategy
g) рекламный ролик обычно длится от 15 до 30
секунд
8. have raised privacy
concerns
f) удачные рекламные ролики в большей степени
используют креативный подход, нежели
стратегию навязчивых продаж
9. successful spots
i) для создания целевой рекламы
10. to generate targeted
advertisements
j) новые цифровые медиа платформы
Task 7. Match the sentences as True or False.
1. The technologies that allow television watchers to skip through commercials have
a negative effect on advertising.
2. The Internet and mobile phones have created many new advertising possibilities
3. Less than five in ten viral ads actually succeed.
4. Successful spots focus on a hard-selling strategy.
5. Successful spots target a specific audience.
6. It is a harmless practice when clicking on an ad sends user data, including name
and user ID, to the advertising company.
Task 8. Answer the questions.
1. What does television advertisement rely on to sell items?
2. Who purchases promotional ad time?
3. How long does a spot usually run?
4. Is it possible to skip through commercials?
5. What have created new advertising possibilities?
6. Why have marketers developed strategies to encourage an advertisement's viral
potential?
7. Do successful spots focus on creativity or on a hard-selling strategy?
8. What kind of information do social media sites use to generate targeted
advertisements?
9. Why have many people raised privacy concerns?
10. Do free email services such as Gmail depend on targeted advertising for their
suvival?
Task 9. Complete the sentences with the proper endings.
smart phone, goal, attention, promotion, life, advertising, products, interested
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Ambient Advertising
Everyday culture is impossible without …… . It has become a part of modern
…… . Potential buyers are exposed to a lot of adverts every day whenever they open
a computer or a …… . That is why they are well aware of the tricks that advertisers
use to sell their …… . Specialists constantly try to keep consumers …… . Ambient
advertising is one of the means to reach the …… .
Ambient advertising is the practice of placing ads in unusual locations in order
to attract people’s …… . First, they were the sides of taxis, the backs of bus tickets,
lamp-posts, paving slabs, and others. Now companies use parks, underground
stations, and other public spaces to place their products for …… . Specialists never
stop being creative and trying all sorts of new approaches to advertising.
Lesson 3
Public Relations Professionals’ Job
Task 1. Translate the following international words into Russian:
strategic, organization, image, client, reputation, crisis, sphere, company, individual,
media, press releases, idea, accurate, social, campaign, role, professionals, stories,
segments, specialist, platform, journalists, bloggers, coordinate, interviews, сontent,
guarantee, puzzle, monitor, address, situation, scandal, control, channels
Task 2. Learn the words below that will help you understand the text.
1. overarching – всеобъемлющий
2. credibility – доверие
3. pitch ideas – подавать идеи
4. targeted – целенаправленный, адресный
5. step in – подключаться
6. feature stories – тематические статьи
7. TV segment – телевыпуск, телепрограмма
8. polished – безупречный, безукоризненный
9. go a long way – иметь большое значение, играть большую роль
10. strategizing– разработка стратегии
11. media outreach – работа со СМИ
12. catchy – привлекающий внимание, запоминающийся
13. public narrative – зд. общественное мнение
14. white papers – нерекламные характеристики продукта, инструкции
15. case studies – тематические исследования
16. pique – возбуждать (интерес)
17. boost – рекламировать, способствовать росту популярности
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18. deliberate – продуманный
19. news cycle – новостной цикл
20. to-do list – список обязанностей
21. the go-between - посредник
Task 3. Find the equivalents of the sentences in English under the line, paying
attention to the italicized words and phrases.
1. Public relations specialists work professionally in order not to lose their clients'
credibility.
2. The well-known corporation launched a targeted advertising campaign to enhance
the publics’ awareness of its products.
3. Make your public speech skills polished before delivering a speech.
4. Being reliable and honest can go a long way in building your professional career.
5. In most cases it is a deliberate strategy that leads to better outcomes.
________________________________________________________________
a. В большинстве случаев именно продуманная стратегия ведет к более
успешным результатам.
b. Известная корпорация запустила целевую рекламную кампанию для
повышения осведомленности общественности о своей продукции.
c. Специалисты по связям с общественностью работают профессионально,
чтобы не потерять доверие своих клиентов..
d. Прежде чем произносить речь, добейтесь того, чтобы ваши навыки
публичного выступления были безупречными.
e. Такие качества, как надежность и честность могут иметь большое значение
для построения вашей профессиональной карьеры.
Task 4. Read and translate the text.
Public Relations Professionals’ Job
Public relations is the strategic management of communication between an
organization and its public. The overarching goal of public relations is to build trust,
establish credibility and create a positive image for every client. At its core, public
relations is all about maintaining a good reputation and aligning a brand’s messaging
with its values. To achieve this, PR professionals help clients connect with their
audience through clear communication and targeted media placements. In addition,
public relations specialists step in during times of crisis to smooth things over and
protect a brand’s image in the public sphere. PR teams make sure the general public
see a company or individual in the best possible light.
Media plays a large role in shaping how people perceive (or feel about) a brand
or organization. For this reason, public relations professionals regularly distribute
press releases and pitch ideas to ensure accurate representation of their clients in the
news cycle.
85
From feature stories to social media posts and extended TV segments, positive
media placements go a long way in earning the public’s favor. A PR professional is
responsible for maintaining a polished client image at all times. A PR specialist’s todo list generally involves a mix of PR campaign strategizing, media outreach, content
creation and reputation management.
One of the most important duties of a PR specialist is media outreach—that is,
partnering with the media to promote a client on their platform and increase public
exposure.
Public relations teams spend a lot of time building relationships with journalists,
bloggers and news outlets to secure media coverage for their clients. They pitch
catchy stories, write press releases, and coordinate interviews to keep the brand in the
public eye.
By acting as the go-between for organizations and the media, PR professionals
help shape the public narrative and raise awareness around the client’s recent work or
goals.
Content creation can also be another big part of working in public relations.
Aside from delivering press releases, PR specialists also write: speeches, newsletters,
case studies, white papers, and other key messages that guarantee positive
representation for their clients.
Overall, thoughtful content creation is exactly what’s needed to pique public
interest and boost a client’s image in both the short- and long-term.
The last piece of the mix of PR campaign strategizing is reputation management,
where public relations officers monitor public perception, manage external
communications and address any situations that could harm a brand’s image.
For example, when a company faces a public relations crisis—like a scandal or a
negative news story—PR officers work quickly to control the narrative and
implement damage control strategies. More specifically, they respond to bad press by
issuing public statements that keep the client in a positive light.
Through deliberate action and the appropriate communication channels, PR
professionals can work wonders to preserve trust and credibility with the public.
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 5. Find the Russian equivalents of the English words and phrases under
the line.
perceive accurate extended polished overall to-do list go-between public’s
favor exposure overarching public narrative
____________________________________________________________________
86
посредник всеобъемлющий надлежащий продажи расширенный
A
B
1. to build trust
a) подавать идеи
2. establish credibility
b) общественное пространство
3. aligning a brand’s
messaging with its values
c) тематические статьи
4. public sphere
d) целевое размещение в СМИ
5. to smooth things over
e) построить доверительные отношения
6. targeted media placements
f) иметь большое значение
7. pitch ideas
g) чтобы привлекать к бренду внимание
общественности
8. go a long way
f) для того, чтобы сгладить ситуацию
9. feature stories
g) укрепить доверие
10. to keep the brand in the
public eye
j) приведение информации, которую несет
бренд в соответствие с его ценностью
список обязанностей воспринимать общественное мнение одобрение
общественности безупречный широкое освещение в целом
Task 6. Match column А with column B.
Task 7. Match the sentences as True or False.
1. The overarching goal of public relations is to make sure the general public see a
company or individual in the best possible light.
2. Public relations specialists step in during times of crisis to promote a client.
3. Reputation management means partnering with the media in order to promote a
client.
4. A mix of PR campaign strategizing includes six main components.
5. PR professionals can work wonders doing their job.
Task 8. Answer the questions.
1. What is public relations?
2. What is the overarching goal of public relations?
3. What do PR professionals do to achieve their goals?
4. Does media play a large role in shaping how people perceive a brand or
organization?
5. What goes a long way in earning the public’s favor?
6. What is a PR professional responsible for?
7. What does a PR specialist’s to-do list generally involve?
87
8. What is media outreach?
9. What do PR professionals achieve by acting as the go-between for organizations
and the media?
10. What does content creation include?
11. What is content creation needed for?
12. What do public relations officers do for reputation management?
Lesson 4
Groups of People Connected with the Organization
Task 1. Translate the following international words into Russian.
public, organization, groups, type, identify, interest, markets, situation, potential,
practitioners, communicate, effective, program, tactics, segments, specific, type,
characteristic, patients, clients, business, products, personal, cousin, eccentric,
concept, limited, mosaics, isolated, homogeneous, demographic, doctor, problem,
volunteers, soup, college students, vegetarian restaurant, picketing
Task 2. Learn the words below that will help you understand the text.
1. identify - определять
2. relevant – значимый
3. audiences - аудитории
4. publics – общественность
5. markets – рынки
6. reliance - зависимость
7. overlapping circles – совпадающие сферы
8. coincidence – совпадение
9. coincide – совпадать
10. patrons – постоянные посетители, клиенты
11. seek out (sought out) – зд. пытаться заполучить
12. overbearing – заносчивый
13. general public – широкая общественность
14. homogeneous – однородный
15. concern – забота, тревога
Task 3. Find the Russian equivalents of the sentences in English under the line,
paying attention to the italicized words and phrases.
1. I was able to identify the coat was mine by the absence of a button.
2. Different people's opinions about the new film may not coincide.
3. Pollution of the environment causes a great concern nowadays.
4. It was a coincidence that we decided to watch the same movie.
88
5. Nobody likes the company of overbearing people.
________________________________________________________________
a. Мнения разных людей по поводу нового фильма могут не совпадать.
b. Я смогла определить, что это было мое пальто по отсутствию пуговицы.
c. Это было совпадением, что мы решили посмотреть один и тот же фильм.
d. Никому не нравится общество заносчивых людей.
e. В настоящее время загрязнение окружающей среды вызывает серьезную
озабоченность.
Task 4. Read and translate the text.
Groups of People Connected with the Organization
Successful public relations begins with identifying the organization's publics,
groups of people connected with the organization. This requires a general
understanding of what a "public" is as well as knowledge about the various types of
publics relevant to most organizations. To identify an organization's publics, it is
essential to be able to distinguish publics from other groups that are of interest to the
organization. In particular, publics are often confused with audiences and markets.
The truth, however, is that these groups are distinct in significant ways.
An audience consists of the readers, listeners or viewers of a particular medium.
Beyond their reliance on that medium, members of an audience do not necessarily
have anything in common. Audiences generally are passive; they do not seek the
organization's message. Instead, they put themselves in a situation in which the
organization can present its message to them despite their potential lack of interest.
To define publics and audiences, public relations practitioners look for overlapping
circles of opportunity. Publics are the people with whom they wish to communicate;
audiences are the people they can communicate with through a particular medium.
Public relations practitioners develop effective program tactics around the
coincidence of publics and audiences.
An organization's markets (also called market segments) are a specific type of
public. They are groups of people whose defining characteristic is that they are
potential buyers, customers, patrons, patients, clients or otherwise spenders who are
sought out by a business. Members of markets do not necessarily have anything in
common except the ability and potential to spend money on the organization's
products. To distinguish publics and markets, think of them in terms of your personal
relationships. Publics are like your family. You don't get to choose your relatives, nor
they you. You exist in a relationship often not of your own making, which includes
your friendly Cousin Chris, overbearing Uncle Fred and eccentric Aunt Bertie.
Markets are more like friends. You can add or delete them at will, usually based on
your interest in having them around and their ability to please you. Sometimes, but
not necessarily, publics and markets coincide, just as family members may also be
friends.
89
The concept of public is specific and limited. That is why for a public relations
A
B
1. general understanding
a) сферы совпадения общественности и
аудитории
2. relevant to most
organizations
b) бастующие работники
3. striking employees
c) отдельные прутики
4. to be distinct in
significant ways.
d) постоянные покупатели
5. volunteers at a soup
kitchen
e) общее понимание
6. lack of interest
f) совпадающие сферы возможностей
7. overlapping circles of
opportunity
g) во многом отличаться друг от друга
8. the coincidence of
publics and audiences
f) значимые для большинства организаций
9. potential buyers
g) волонтеры в благотворительной столовой
10. loose twigs
j) отсутствие интереса
practitioner, there is no such thing as the "general public." Publics are bunches rather
than loose twigs, mosaics rather than isolated chips. Each public is homogeneous in
the sense of its members sharing a common bond of interest or concern related to an
organization, although one that may not always be apparent to them. Beyond this
shared relationship with the organization, the members of a public may have little in
common and often have no demographic similarities. Publics are, for example,
patients of a doctor with the same health problems, volunteers at a soup kitchen,
homeowners whose side streets are congested by college students, and repeat patrons
of a vegetarian restaurant. The public may be supportive of the organization (frequent
customers) or nonsupportive (striking employees or picketing ex-customers).
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 under the line.
distinguish reliance specific patrons spenders relatives coincidence overbearing
add bunches apparent patients delete
___________________________________________________________________
зависимость добавлять люди, которые готовы тратить свои деньги совпадение
удалять особый очевидный различать постоянные посетители заносчивый
пациенты прутики родственники
Task 6. Match column А with column B.
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