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Файл:Английский язык в сфере рекламы и PR. Учебное пособие для СПО
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41
Relevant information – необходимая информация
Edition – выпуск, издание (publishing), тираж
Alliance – союзничество
Needs – потребности
Consumer – потребитель
Read and translate the text. Make a summary of the text:
ALLIANCE BETWEEN MARKETING AND PR
Definition of Marketing
Nowadays along with very early definitions there are plenty of modern and meaningful definitions of the word marketing. Some of them deserve our attention. Let's
start with the most popular definition was defined by AMA (the American Marketing
Association): "Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large." The next definition was given by The Chartered Institute of Marketing: "Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirements profitably." In addition, Philip Kotler, Professor of International Marketing, gave own definition of marketing. He defines marketing as Satisfying needs and wants through an exchange process.
Definition of PR
One of the most popular definitions was given by Samuel Black, Professor of Public Relations: "Public relations is an art and science of achievement of harmony with
an external environment by means of the mutual understanding based on the truth and
full knowledge". The definition, that reflects the essence of PR, was developed by
Dictionary ABBYY Lingvo: "Public relations is specialized activity of relater (PRmen and PR-women) —experts for the benefit of a personnel and corporations, public
institutions, charity foundations and trade associations on creation of favorable image
of the organization, its representatives, the specific personality, a product or the idea
in the opinion of the public and social groups: shareholders, the serving companies
and institutions, real or potential clients and also members of municipal, district, regular and federal legislature. his activity is most often carried out by granting in the order of the press, television and radio of the relevant information on which seriously
rely and count numerous local editions (newspapers and magazines, local radio -and
television stations). The concept "Public relations" is closely connected with such
concepts as advertising, promotion, journalism, propaganda, marketing, corporate
communications and management". If we compare the definitions, it's easy to notice
that there is a connection between PR and marketing, as both of them deal with informational influence on a customer. To understand it better, let's consider Concept
of marketing and PR.
Concept of Marketing
The “Marketing Concept” proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and desires of potential consum-
42
ers and satisfy them more effectively than its competitors. It is important to understand the terms: Needs: Something necessary for people to live a healthy, stable and
safe life. When the needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. The needs can be objective and physical, such as the need for food,
water, and shelter; or subjective and psychological, such as the need to belong to a
family or social group and the need for self-esteem.
Wants: Something is desired. The needs are not essential for basic survival and are
often formed by culture or peer-groups. Demands: When the needs and desires are
supported by the ability to pay. Marketing research, conducted for the purpose of new
product development or product improvement, is often concerned with identifying the
consumer's unsatisfied needs. In addition, a great deal of advertising and promotion is
designed to show how product's benefits meet the customer's needs.
Concept of PR
As for “Concept of PR”, it aims to create a positive image of organization and
prevent spreading unfavorable rumors and information. The tools used to manage
public opinion may also be considered the three main parts of PR. They are:
1. Promotion, which implies activities aimed at creating and encouraging interest
for a person, a product or an organization.
2. Lobbying, that is responsible for establishing and supporting relations between
interest groups and government, in order to influence legislative and governing processes.
3. Media relations -this PR-team activity embraces producing informative articles
for mass media, organizing media support for various campaigns, and making news
to draw media attention.
Relationship between PR and Marketing
Let’s define what relationship is between marketing and PR. First, all the PR
tools are used successfully to achieve marketing goals of stimulating consumption. It
also increases the popularity of a product, influencing a customer and rising sales
volume. Does it mean that PR is one of marketing tools? In this case -absolutely yes.
Secondly, marketing is aimed to manipulate a customer, while the goal of PR is to
manipulate company image. Not only products, but also companies and persons need
a new image, and in this case PR is not just a marketing tool, but an independent
practice. As a result we see, that marketing and PR are very close, and they often become allies on the battlefield of customers' minds. That is the reason they are often
mixed up. But in general, marketing and public relations are two independent disciplines.
Answer the questions:
1. Give the definition of Marketing;
2. Give the definition of PR;
3. What are the different goals of marketing and PR campaigns?
4. How do marketing and PR professionals measure the success of their cam-
paigns?
5. How do you understand the meaning of “Concept of PR”?
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Discussion:
Discuss with your partner:
• The differences between PR and marketing.
• The similarities between PR and marketing.
• How can PR and marketing work together?
UNIT 5
• Modal Verbs. Theoretical work
• Modal verbs. Practical work
• Text “Modern value of public relations”
GRAMMAR WORK
THEORETICAL WORK
В английском языке определяется группа глаголов, которые называются
модальными. Эти глаголы не могут употребляться самостоятельно, модальные
глаголы употребляются со смысловым глаголом.
Модальные глаголы не обозначают действие, а обозначают возможность, вероятность, способность, необходимость, предположительность, долженствование, разрешение, а также необходимость совершения действия, которое выра-
жено смысловым глаголом. Действие в таких предложениях выражается Infini-
tive или Perfect Infinitive смыслового глагола без частицы to.
В английском языке выделяют следующие модальные глаголы
• Can (could)
• May (might)
• Must
• Should
Модальные глаголы обладают следующими признаками:
1. He изменяются по лицам (в 3-м лице нет окончания -s).
2. Не имеют неличных форм (инфинитива, причастия, герундия).
3. Глаголы can (could), may (might) имеют формы настоящего и прошед-
шего времени, глагол must – только форму настоящего времени. Недостаю-
щие формы прошедшего и будущего времени восполняются эквивалентами мо-
дальных глаголов:
can – to be able to,
may – to be allowed to, to be permitted to,
must – to have to, to be to.
3. Вопросительную и отрицательную формы образуют самостоятельно, без
вспомогательных глаголов.
44
ЗНАЧЕНИЕ И СПОСОБЫ
УПОТРЕБЛЕНИЯ МОДАЛЬНЫХ ГЛАГОЛОВ
МОДАЛЬНЫЙ ГЛАГОЛ CAN
ЗНАЧЕНИЕ ПРИМЕР
1. Используется при выражении возможности умения, физической и
ментальной способности – мочь,
Example: She can speak Italian. Она
умеет говорить на итальянском
языке.
уметь, быть в состоянии.
2. Используется при выражении со-
мнения в сочетании с Perfect
Infinitive – неужели/не может быть.
Example: Mr Greag can’t (couldn’t) do
(have done) it. Не может быть, чтобы
мистер Грейг сделал это.
МОДАЛЬНЫЙ ГЛАГОЛ MAY
ЗНАЧЕНИЕ ПРИМЕР
1. Используется при выражении
моральной возможности или раз-
Example: May go out? No, you may
not.
решения на выполнение какихлибо действий – мочь, позволить,
разрешить.
2. Используется для выражения
предположения о возможности ка-
Example: She may have done it. Она
могла сделать это (но не сделала).
кого-либо действия, возможного и
невозможного.
Модальный глагол May употребляется только в настоящем времени, в прошедшем времени используется форма might, в будущем используются эквиваленты модального глагола may (might) – to be allowed, to be permitted.
МОДАЛЬНЫЙ ГЛАГОЛ MUST
ЗНАЧЕНИЕ ПРИМЕР
1. Используется для выражения
обязанности, морального долга,
приказ – должен, обязан.
Example: We must do as they tell us.
Мы должны поступать так, как они
нам говорят.
2. Используется для выражения
настоятельного совета или приглашения – (обязательно) должен,
(обязательно) нужно.
3. Используется для выражения
внутренней осознанной необходимости – надо, необходимо, должен.
4. Используется для выражения
строгого запрета в отрицательной
форме – нельзя, запрещено.
Example: You must buy this piece of
art. Вы обязательно должны приоб-
рести это произведение искусства.
Example: Help them if you must. По-
моги им, если нужно (если вы считаете это необходимым).
Example: You mustn’t take products at
the shop without paying.
Запрещено брать продукты в мага-
зине без оплаты.
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4. Используется для выражения
предположения, относящегося к
настоящему/ прошлому (в сочетании с Perfect Infinitive).
Example: You must be kidding.
Наверное, Вы шутите.
He must not have seen them. Очевид-
но, он их не видел.
Модальный глагол must имеет только временную форму настоящего време-
ЗНАЧЕНИЕ
ПРИМЕР
1. Используется для выражения
вынужденного действия (в силу
обстоятельств).
Example: I had to take out a loan. Мне
пришлось взять кредит.
2. Используется для выражения
надобности действия.
Example: I have to get an education. Мне
нужно получить образование.
ЗНАЧЕНИЕ
ПРИМЕР
1.Используется для выражения
неизбежности совершения действия.
Example: I am sure they are to meet again.
– Я уверена, им суждено еще встретиться.
2. Используется для выражения
необходимости совершения действия согласно предварительной договоренности.
Example: He is to do it properly – Он
должен сделать это качественно.
He were to do it properly – Он должен
был сделать это качественно.
3. Используется для выражения
необходимости совершения действия, вызванного объективными причинами.
Example: The article may also be written
by any person though nonprofessionals are
to be avoided. Статья может быть напи-
сана любым человеком, хотя лучше из-
бегать непрофессионалов.
ЗНАЧЕНИЕ
ПРИМЕР
1. Используется для выражения
необходимости совершения действия, вызванного субъективным
мнением говорящего.
Example: He shouldn't have done it.
Ему не следовало делать этого.
2. Используется для выражения
необходимости совершения действия, вызванного объективными
причинами.
Example: Ancient manuscripts should
be kept very carefully. Древние руко-
писи должны храниться аккуратно.
ни. Для выражения долженствования в прошедшем и будущем времени необ-
ходимо использовать эквиваленты модального глагола must – have to и be to.
ЭКВИВАЛЕНТ МОДАЛЬНОГО ГЛАГОЛА «HAVE TO»
ЭКВИВАЛЕНТ МОДАЛЬНОГО ГЛАГОЛА «TO BE»
МОДАЛЬНЫЙ ГЛАГОЛ SHOULD
46
3. Используется для выражения
предположения, основанного на
фактах.
Example: They should all be equal. Вероятно, все они одинаковые.
МОДАЛЬНЫЙ ГЛАГОЛ OUGHT TO
ЗНАЧЕНИЕ
ПРИМЕР
1. Используется для выражения
необходимости совершения действия, вызванного субъективным
мнением говорящего.
Example: He ought to do all he can to
comfort her. Он должен сделать все,
что может, чтобы успокоить ее.
2. Используется для выражения
целесообразности действия, обусловленного субъективным мнением говорящего.
Example: Perhaps He ought to have a
talk to you about it first. Наверное, ему
следует сначала поговорить с тобой
об этом.
3. Используется для выражения
предположения, основанного на
фактах.
Example: It ought to be very hard to
find that thing. Вероятно, найти эту
вещь будет не очень сложно.
ЗНАЧЕНИЕ
ПРИМЕР
1. Используется для передачи оттенка нужности, надобности действия.
Example: We needn't do it unless we
feel like it. Нам не нужно делать
это, если только мы не захотим
этого.
2. Используется в отрицательных
предложениях в значении предположения о необязательности действия.
Example: It needn't take them very
long. Вряд ли это займет у них мно-
го времени.
МОДАЛЬНЫЙ ГЛАГОЛ NEED
47
PRACTICAL WORK
1. Переведите предложение, определите модальный глагол.
A
1. Public relations might set the media's agenda by subsidizing the news.
2. The relationship between journalists and public relations professionals can be
better understood by studying professional attitudes.
3. Journalists' perceptions of and attitudes toward public relations have consistently been found to be negative in surveys and interviews, whereas public relations
practitioners' perceptions of and attitudes toward journalists have been found to be
more cooperative.
4. Public relations might set the media's agenda by subsidizing the news.
5. Although collecting clippings may provide a rough idea, it is not a suitable
method for measuring the impact of public relations on establishing agendas.
6. High-profile global events and multinational corporations underscored the need
for PR campaigns that could align with local values without compromising the global
brand identity.
7. These objectives should be very specific and measurable.
8. For effective implementation of the Public Relations objective a Public Relations strategy is to be evolved.
9. Changes expected in the environment in the next year or so that could affect
the organization.
10.Though we can not say which is a right image or wrong image, we can say
some image are favourable to an organization for achieving its objective with relative
easiness.
B
1. The Public Relations department can gather information from various sources
through appropriate data collection method.
2. This may provide a clue to, what the other person viewed about this organization.
3. The data collected from primary and secondary method can form the basis for
analysis and the required information is to be culled out with reference to image public perception.
4. The organization may prefer a certain image and they like to project that image the minds of the public or among the target group.
5. The communicator must use a channel that will carry the message to the receiver.
6. The message must be within the receiver's capacity to comprehend.
7. The message must motivate the receiver's self-interest and cause him or her to
respond.
48
49
8. For achieving the desired result, the message should be developed properly and
clearly.
9. Even though the first rudimentary practice of public relations may have begun
thousands of years ago.
10.Most public relations practitioners could be described as what the Canadian
public relations practitioner Michel Dumas called "improvised practitioners"--people
who practiced public relations without theoretical knowledge of why they practiced
as they did and why public relations is important for an organization.
C
1. Today the most sophisticated practitioners have begun to understand that peo-
ple exercise control over how they use the media to a much greater extent than the
media control the behavior of people who use the media.
2. Public relations cannot be practiced as a profession rather than an occupation
and a management function rather a set of techniques unless practitioners have a body
of knowledge based on scholarly research available to them.
3. The idea that public relations should be strategic has recently become popular
among public relations practitioners.
4. Public relations professionals can and do work with marketing departments to
build relationships with consumers--with markets.
5. In excellent public relations departments, the senior public relations manager
was part of or easily could make contact with the members of the dominant coalition.
6. In public relations, we cannot be advocates for something we don’t believe is
right
7. Buyers may be looking for a better mouse-trap as a solution to a mouse prob-
lem.
8. Public relations might set the media's agenda by subsidizing the news.
9. The relationship between journalists and public relations professionals can be bet-
ter understood by studying professional attitudes.
10. Journalists' perceptions of and attitudes toward public relations have consist-
ently been found to be negative in surveys and interviews, whereas public relations
practitioners' perceptions of and attitudes toward journalists have been found to be
more cooperative.
D
1. Public relations might set the media's agenda by subsidizing the news.
2. Although collecting clippings may provide a rough idea, it is not a suitable
method for measuring the impact of public relations on establishing agendas.
3. High-profile global events and multinational corporations underscored the need
for PR campaigns that could align with local values without compromising the global
brand identity.
4. These objectives should be very specific and measurable.
50
5. For effective implementation of the Public Relations objective a Public Rela-
tions strategy is to be evolved.
6. Changes expected in the environment in the next year or so that could affect
the organization.
7. Though we can not say which is a right image or wrong image, we can say
some image are favourable to an organization for achieving its objective with relative
easiness.
8. The Public Relations department can gather information from various sources
through appropriate data collection method.
9. This may provide a clue to, what the other person viewed about this organiza-
tion.
10. The data collected from primary and secondary method can form the basis for
analysis and the required information is to be culled out with reference to image /
public perception.
E
1. The organization may prefer a certain image and they like to project that image
the minds of the public or among the target group.
2. The communicator must use a channel that will carry the message to the re-
ceiver.
3. The message must be within the receiver's capacity to comprehend.
4. The message must motivate the receiver's self-interest and cause him or her to
respond.
5. For achieving the desired result, the message should be developed properly and
clearly.
6. Even though the first rudimentary practice of public relations may have begun
thousands of years ago.
7. Most public relations practitioners could be described as what the Canadian
public relations practitioner Michel Dumas called "improvised practitioners"--people
who practiced public relations without theoretical knowledge of why they practiced
as they did and why public relations is important for an organization.
8. Today the most sophisticated practitioners have begun to understand that peo-
ple exercise control over how they use the media to a much greater extent than the
media control the behavior of people who use the media.
9. Public relations cannot be practiced as a profession rather than an occupation
and a management function rather a set of techniques unless practitioners have a body
of knowledge based on scholarly research available to them.
10.The idea that public relations should be strategic has recently become popular
among public relations practitioners.
11. Public relations professionals can and do work with marketing departments to
build relationships with consumers--with markets.
12.In excellent public relations departments, the senior public relations manager
was part of or easily could make contact with the members of the dominant coalition.
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