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Файл:Английский язык в сфере рекламы и PR. Учебное пособие для СПО
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2. As the 20th century progressed, the tools and methods of public relations con-
tinued to evolve, reflecting the rapid advancements in technology and the shifting
media landscape.
3. The current landscape of PR is defined by the ability to craft compelling narra-
tives across a multitude of platforms, harnessing the power of digital tools to reach
diverse audiences, manage brand reputation, and respond to crises swiftly and strategically.
4. Public relations professionals became the architects behind the corporate fa-
cade, wielding narratives to buffer the impacts of negative press, direct attention to
corporate social responsibility initiatives, and maintain investor confidence amidst
fluctuating market conditions.
5. As businesses and organizations began operating on a global scale, PR profes-
sionals were tasked with transcending geographical boundaries and tailoring communications that resonate across different nations and cultural contexts.
6. In the practice of public relations, the effects of these efforts were first evaluat-
ed informally by collecting press clippings to get an idea of the organization's media
visibility.
7. The application of formal methods of measurement-methods that are based on
social scientific premises-is referred to as "evaluation research" in public relations to
distinguish effects research from the unsystematic monitoring of media coverage and
the collection of press clippings.
8. The rise of international PR networks and agencies facilitated the ability to de-
liver cohesive messaging that leverages local expertise while driving global objectives.
9. In case, the interaction of the target group reveals the message did not reach as
expected the modification in message or media need to be done and the revised message should be disseminated.
10.Some organisation enjoys from favourable image, where some organization do
not enjoy such a favourable image.
1. Прочитайте, откройте скобки и определите время и залог
A
1. This (to help) the organization in understanding and analyzing the situation.
2. Based on the existing image and the preferred image, it is essential to note that
whether the preferred image (to deviate) from the present image or closely associated
or neutral and based on the existing image the PR need to be focused.
3. Public Relations (to play) an important vital role in enhancing image of organi-
sation in the eyes of the public.
4. The word communication (to derive) from the Latin «communis», meaning
"common."
5. The credibility of the message (to base) on the credibility of the source and also
the correctness of the content.
12
6. The successful public relations executive (to take) immediate action before a
situation becomes blown out of proportion.
7. Public relations people generally (to perceive) as likeable, friendly and genu-
inely interested in others, rarely as resentful, bitter, or hostile.
8. Historians (to disagree) about when public relations (to be) first practiced, who
practiced it first, and where it (to practice) originally.
9. Chinese rulers (to practice) something resembling contemporary public rela-
tions over 5,000 years ago.
10.The anthropologist E. T. Hall (to describe) American culture as one in which
time (to value) and managed, often at the expense of relationships.
B
1. The earliest PR model to appear (to be) press agentry or publicity.
2. This practice (to give) rise to the public information model.
3. Most management and marketing writers now (to distinguish) between selling
and marketing.
4. Publicity often (to aim) at achieving short-term awareness, promotion typically
builds and changes audiences’ and markets’ views over time.
5. The relationship marketing (to emphasize) maintaining on-going relationships
with existing customers, rather than focusing only on attracting new customers.
6. Companies (to have) different philosophical approaches to doing businesses.
7. The product concept (to hold) that consumers (to favour) products that offer the
most quality, performance, and innovative features.
8. Lobbying (to classify) by the Internal Revenue Service at one of two levels: di-
rect lobbying or indirect lobbying.
9. Press agentry (to consider) an old-fashioned reference, even today, the term
press agent sometimes (to use) interchangeably with publicist in traditional Broadway
theater and motion picture industries.
10.The evolution of public relations often (to describe) by four models: press
agentry/publicity, public information, two-way asymmetric communication, and twoway symmetric communication.
READING
Before reading:
What types of PR do you know? Try to explain the meaning of each you know.
Read and remember new words:
Self-promotion / Self-advertisement – самореклама
Self-praise – самовосхваление
Virus public relations – вирусный PR
Bloody PR – кровавый PR
Hidden PR – скрытый PR
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Black PR – черный PR
Sneer company – компания насмешки
Competitor – конкурент
Destruction – уничтожение
The lack of smth – отсутствие, недостаток чего-либо
Reliable – правдоподобный, достоверный
Promotion – пропаганда
Reception – прием
Deception – обман
Reticence – умалчивание
Wishful thinking – принятие желаемого за действительное
Juggling – манипулирование
"Gossip hotline" – "сарафанное радио"
Distribution – распространение, распределение
Аuthentic data – достоверные данные
Stir interest – пробудить интерес
Accurate – точный
To indulge – потакать, баловать
Read and translate the text. Make notes and tell about the methods of PR:
TYPES OF PUBLIC RELATIONS
At the present time, experts in public relations can count more than 10 types of
public relations. Types of PR are allocated generally on "color characteristics": black,
white, gray, yellow, green, pink and brown. But there are also such types as selfpromotion (self-praise), virus public relations, bloody PR and hidden PR.
Black PR or Sneer company
Black PR is the hidden self-advertisement and the advertising of the competitor
directed to denigration and destruction of firm. As a rule, its purpose consists in
providing all possible "fried" facts which can undermine authority of the opponent
and compromise him: details of private life; youth errors; the juicy details connected
with career ladder promotion.
White public relations
It is a type of public relations in which bears exclusively positive character and
only authentic data become property of the public. Classical example of white public
relations – start in mass production of Ford Mustang in 1964-65. Then the owner of
corporation D. Ford as PR action organized series of parties for potential buyers
where DJs came on brand new Mustangs, than stirred interest in the new car.
Gray public relations
The Gray public relations is used as different way of distribution of accurate information. At the same time the address doesn't always happen to the particular person or the company. The reason of emergence of gray PR is the lack of reliable information on various questions of life. The purposes of its usage are restoration of
justice; observance of the rights and freedoms; to do harm to the competitor without
violation of the law.
Brown public relations
As for Brown public relations, it is correlated to promotion of fascist and neofascist ideology. It is considered that the brown public relations are an element of
promotion of fascism and misanthropy. But such definition of this type of PR is extreme. Marketing specialists find possible its partial using for giving to the advertised
product of orientation of military. For this purpose use uniform of the military personnel, frames of military exercises, military commands, etc.
Yellow public relations
The Yellow public relations is complex of receptions of juggling of the facts when
the thought-up or counterfeited data are issued for valid. PR with shade of yellowness
uses wide arsenal of receptions: juicy scandals; facts of private life; violation of cultural and moral values; display scandalous photo and video of images.
Green public relations
As for Green public relations, color of life, it is adopted by the organizations
propagandizing use of natural, environmentally friendly goods and products. Here it
is possible to consider promoting of healthy lifestyle, preservation of the environment
as green effective public relations.
Pink public relations
Pink PR is based not on deception, and on reticence. This type is designed to indulge in wishful thinking, but not by means of a lie or a juggling of the facts, and illumination only of positive sides of activity of the company. Its image forms at the
expense of the fictional story which step by step goes to success, caring for wellbeing
of clients. Advertising of the offered routes of travel is a bright example from life of
Pink public relations.
Self-promotion, Self-advertisement or Self-praise
The ability to present the advantages and achievements is called to the best advantage still Self-promotion, Self-advertisement or a Self-praise. To understand that
the self-praise means, it is possible to consider its main receptions: frequent emergence on TV screens and in an air with estimates of any events; writing of books on
topical issues of life or memoirs; meetings with the public with discussion of the different questions concerning citizens; holding own charity events; participation in
sporting and entertaining events; photo and video filming in “nu” style.
Virus public relations
As for Virus public relations, it is widely used on the Internet and is based on need
of people to share the necessary or interesting information. Though it is considered
that actively it began to develop ten years ago, in life it was used under the name
"gossip hotline" for a long time. The Virus public relations can be in the form of ridiculous videos and photos; unusual comments; Internet and SMS of mailing; flash
games; short information messages.
Bloody PR
The Bloody PR aimed at a lethal outcome of an object or at acceptance on itself
responsibility for others loud crime.
14
Hidden PR
Technology of advertising at which information doesn’t move as advertising and
as just private advices, opinions and recommendations. Such information doesn’t ex-
tend in large quantities, and pointwise, to a certain audience. Performers – those who
implement advertising campaign – are registered at forums and blogs on the certain
subject similar to the advertised goods and just communicate, in passing glorifying
the website, products or a mark of the company. The hidden marketing is used for
advance of the website, strengthening of image of the company or for advertising of
goods and services of the company.
The company can choose for itself any type of PR, everything depends on the profile of the company, as well as on budget. PR is one of the most expensive activities,
but having the most lasting effects, so from all the investment is the most necessary
and in any case advantageous.
Answer the Questions:
1. What is the main role of PR?
2. What is the goal of Black PR?
3. What methods are used by Black PR?
4. What is the aim of White PR?
5. What does Pink PR base on?
6. What is Green PR linked with?
7. What methods are used by Yellow PR?
8. What is Grey PR about?
9. What is Brown PR connected with?
10.What is the purpose of Virus PR?
Discussion:
Discuss in groups whether to include these concepts in the sphere of PR. Give Examples of each method.
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UNIT 2
• Времена группы Continuous (Present, Past, Future) Theoretical work
• Времена группы Continuous Practical work
• Text “Public relations – a profession?”
GRAMMAR PRACTICE
THEORETICAL WORK
ВРЕМЕНА ГРУППЫ CONTINUOUS (Progressive Tenses) Active and употребляются для выражения действия как процесса (незаконченного, длящегося), происходящего в определённый момент времени в настоящем,
прошедшем и будущем времени.
Во временах группы Continuous не используются глаголы, которые связаны
с восприятием (hear, feel, see, notice ect), эмоциями (love, hate, like …), процессами умственной деятельности (think, believe, understand), так как они сами по
себе обозначают процесс.
PRESENT CONTINUOUS
Present Continuous в активном залоге формируется при помощи глагола
to be в настоящем времени и смыслового глагола с окончанием -ing и по
формуле to be+ being +Ved/3 в пассивном залоге.
Вопросительная и отрицательная формы образуются с помощью глагола
to be.
Present Continuous выражает действие, происходящее в момент речи,
сейчас; действие, запланированное в будущем; раздражение в восклицательных предложениях со словом always.
Active
Passive
Утвердительное предложение
To be Ving
To be being Ved/V3
Pronoun/Noun
Verb
Verb
I
am calling
will being called/seen
You
are calling
will being called/seen
He
is calling
will being called/seen
She
is calling
will being called/seen
It
is calling
will being called/seen
We
are calling
will being called/seen
You
are calling
will being called/seen
They
are calling
will being called/seen
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Active
Passive
Отрицательное предложение
To be not Ving
To be not being Ved/V3
Pronoun/Noun
Verb
Verb
I
am not calling
will being called/seen
You
aren’t calling
aren’t being called/seen
He
isn’t calling
isn’t being called/seen
She
isn’t calling
isn’t being called/seen
It
isn’t calling
isn’t being called/seen
We
aren’t calling
aren’t being called/seen
You
aren’t calling
aren’t being called/seen
They
aren’t calling
aren’t being called/seen
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Am
I
calling?
Yes, I am/No, I am not
Are
you
calling?
Yes, you are/No, you aren’t
Is
he
calling?
Yes, he is/No, he isn’t
Is
she
calling?
Yes, she is/No, she isn’t
Is
it
calling?
Yes, it is/No, it isn’t
Are
we
calling?
Yes, we are/No, we aren’t
Are
you
calling?
Yes, you are/No, you aren’t
Are
they
calling?
Yes, they are/No, they
aren’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Am
I
being
called/seen?
Yes, I am/No, I am not
Are
you
being
called/seen?
Yes, you are/No, you aren’t
Is
he
being
called/seen?
Yes, he is/No, he isn’t
Is
she
being
called/seen?
Yes, she is/No, she isn’t
Is
it
being
called/seen?
Yes, it is/No, it isn’t
Are
we
being
called/seen?
Yes, we are/No, we aren’t
Are
you
being
called/seen?
Yes, you are/No, you aren’t
Are
they
being
called/seen?
Yes, they are/No, they
aren’t
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Time expressions:
• now, at the moment, today, this week/year/month;
• tomorrow, next week/month/year;
• always
PAST CONTINUOUS
Past Continuous в активном залоге формируется при помощи глагола to
be в прошедшем времени и смыслового глагола с окончанием -ing и по фор-
муле to be+ being +Ved/3 в пассивном залоге.
Вопросительная и отрицательная формы образуются с помощью глагола
to be.
Past Continuous выражает действие, происходящее в определенный мо-
мент речи в прошлом.
Active
Passive
Утвердительное предложение
To be Ving
To be being Ved/V3
Pronoun/Noun
Verb
Verb
I
was calling
was being called/seen
You
were calling
were being called/seen
He
was calling
was being called/seen
She
was calling
was being called/seen
It
was calling
was being called/seen
We
were calling
were being called/seen
You
were calling
were being called/seen
They
were calling
were being called/seen
Active
Passive
Отрицательное предложение
To be not Ving
To be not being Ved/V3
Pronoun/Noun
Verb
Verb
I
wasn’t calling
wasn’t being called/seen
You
weren’t calling
weren’t were being
called/seen
He
wasn’t calling
wasn’t being called/seen
She
wasn’t calling
wasn’t being called/seen
It
wasn’t calling
wasn’t being called/seen
We
weren’t calling
weren’t being called/seen
You
weren’t calling
weren’t being called/seen
They
weren’t calling
weren’t being called/seen
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Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Was
I
calling?
Yes, I was/No, I wasn’t
Were
you
calling?
Yes, you were/No, you
weren’t
Was
he
calling?
Yes, he was/No, he wasn’t
Was
she
calling?
Yes, she was/No, she
wasn’t
Was
it
calling?
Yes, it was/No, it wasn’t
Were
we
calling?
Yes, we were/No, we
weren’t
Were
you
calling?
Yes, you were/No, you
weren’t
Were
they
calling?
Yes, they were/No, they
weren’t
Вопросительное предложение Passive Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Was
I
being
called/seen?
Yes, I was/No, I wasn’t
Were
you
being
called/seen?
Yes, you were/No, you
weren’t
Was
he
being
called/seen?
Yes, he was/No, he wasn’t
Was
she
being
called/seen?
Yes, she was/No, she
wasn’t
Was
it
being
called/seen?
Yes, it was/No, it wasn’t
Were
we
being
called/seen?
Yes, we were/No, we
weren’t
Were
you
being
called/seen?
Yes, you were/No, you
weren’t
Were
they
being
called/seen?
Yes, they were/No, they
weren’t
FUTURE CONTINUOUS
Future Continuous в активном залоге формируется при помощи глагола
will be и смыслового глагола с окончанием -ing. Формы пассивного залога в
данном времени нет.
Вопросительная и отрицательная формы образуются с помощью вспомогательного глагола will.
Future Continuous выражает действие, которое будет происходить в
определенный момент речи в будущем.
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Active
Утвердительное предложение
Will be Ving
Pronoun/Noun
Verb
I
will be calling
You
will be calling
He
will be calling
She
will be calling
It
will be calling
We
will be calling
You
will be calling
They
will be calling
Active
Отрицательное предложение
Will not be Ving
Pronoun/Noun
Verb
I
won’t be calling
You
won’t be calling
He
won’t be calling
She
won’t be calling
It
won’t be calling
We
won’t be calling
You
won’t be calling
They
won’t be calling
Вопросительное предложение Active Voice
Auxiliary verb
Pronoun/Noun
Verb
Short answer
Will
I
be calling?
Yes, I will/ No, I won’t
Will
you
be calling?
Yes, you will/No, you won’t
Will
he
be calling?
Yes, he will /No, he won’t
Will
she
be calling?
Yes, she will/No, she won’t
Will
it
be calling?
Yes, it will /No, it won’t
Will
we
be calling?
Yes, we will /No, we won’t
Will
you
be calling?
Yes, you will /No, you
won’t
Will
they
be calling?
Yes, they will /No, they
won’t
Time expressions:
at 4 o'clock, from 6 o'clock, till 7 o'clock, when+ Present Simple
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