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Файл:Английский язык в сфере рекламы и PR. Учебное пособие для СПО
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2. Putting the approach to use sometimes requires more effort than investigating
it.
3. Being interested in the subject which you are studying is the best motivation
for learning.
4. Having all information about customers in one place gives you the tools to ana-
lyze and make decisions.
5. Providing the managers with fresh material will surely help to make a great re-
search.
6. Communicating with competent people enlarges one’s horizons.
7. Apologizing seems like the right response.
8. Reading aloud allows me to relax and escape from the reality.
9. Giving speeches is the way to practice public speaking skills.
10. Writing articles is the way to share your knowledge to other people.
2. Переведите предложения с герундием в функции прямого и предлож-
ного дополнения.
1. I suggest exchanging the latest information on this subject.
2. Can you explain having overestimated the role of the theory?
3. Would you mind showing me more slides?
4. I would like collaborating with this group of creative scientists.
5. He remembered having left his paper in the office.
6. The book aims at acquainting the readers with modern achievements in the
field of Advertising and public relations.
7. Success will depend not only on solving difficult issues but also on understand-
ing and educating customers.
8. The student insisted on being allowed to take the exam in English again.
9. If you never think of asking a question you are not interested in having an an-
swer.
10.If you want to succeed in interesting the audience you should not try surprising
them with isolated facts.
3. Переведите предложения, определите герундий в функции обстоя-
тельства.
1. In solving problems it is necessary to distinguish between fact and hypotheses.
2. The lecturer tried to bring the audience up-to- date by giving them the latest in-
formation.
3. By having defined one’s research objective one has already made the first, and
the most important, step towards the final success.
4. Before doing the exercise, read the instructions.
5. He feels the better himself for having spent a good deal of his time abroad.
6. In spite of being busy, she did all she could to help him.
7. He succeeded by working with dedication.
8. By adding recent information to the article, a journalist can write a new article.
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9. After having been tested the information was written in daily news.
10. By doing that you’ll save a lot of time.
4. Переведите предложения. Определите форму и функцию герундия.
1. Reading the latest marketing magazines is important for public relation special-
ists.
2. The problem is not worth discussing.
3. After training, the user can call a person whose name is listed in the telephone
book by pushing a button, waiting for a beep tone, and then speaking the name of the
person being called.
4. After having been proved that this theory was correct they started putting it in-
to practice.
5. Publishing her article in the competent scientific magazine is a usual thing for
her.
6. Each research center is interested in training a younger generation of efficient
specialists.
7. On being told the results of the investigation they began examining them in de-
tails.
8. The problem of introducing this principle in research brings about much diffi-
culty.
9. He forgot having seen Dr. Jason at the last conference.
10.This student’s favorite occupation is operating a computer.
5. Переведите следующие предложения. Определите причастие либо ге-
рундий в различных функциях.
1. Developing public relations is very important for the Economy of each country.
2. Being appointed head of the department Dr. Nason resumed his work.
3. Dr. Grady’s being appointed head of the Department was quiet unexpected.
4. They objected to the information being published before all the checking was
completed.
5. While staying in Paris, she visited The Louvre.
6. She agreed to give the interview which is now being broadcast.
7. The problem having been formulated, the scientist should choose, modify or
design the procedures for the approach.
8. This work is no doubt worth mentioning.
9. He is collecting the information to be used in his research.
10.Most students of our group have their papers written and corrected.
READING WORK
Before reading:
Why are much of public relations counseling conducted on the local basis? Are
public relations still print oriented in our electronic age?
72
Read and remember new words:
To widen – расширять
Member-ship – членство
Misnomer – заблуждение, недоразумение
Acute – неотложный, острый, критический
To define – определять
Boundaries – границы
Relevance – актуальность, значимость
Competitive – конкурентоспособный
Asset – имущество, достояние
Evidence – свидетельство, доказательство
Cumulative – сводный, общий, совокупный
Contestability – конкурентоспособность, состязательность
Lookout – наблюдение, бдительность
Read and translate the text. Make Summary and retell:
EXTERNAL INFLUENCES ON PUBLIC RELATIONS
Some of the key issues affecting corporate strategy relate to globalization and the
new technology, which have brought about the globalization of markets, the development of worldwide networks, a widening of member-ship for pressure groups and a
broader analysis of competition. It therefore seems an almost pointless exercise to
plan strategically in a chaotic environment in which the notion of managing risk appears by definition to be a misnomer. If the power of individual nation states to control national economies has become limited, the problems of a borderless world become more acute.
As most public relations practitioners know, campaigns have to be planned at the
global level, but acted out at the local level. The importance of region states or areas
is defined by some degree of economic logic which may lie within a nation state or
cross-nation state boundaries. So, just as the relevance of the nation state is being
called into question, it is apparent that the modern multinational is continuing to lose
what was left of its national character.
Reich (1990) gives the example of Whirlpool which now employs 43,500 people
around the world, most of them non- American, in 45 countries. He points out that
Texas Instruments does most of its research and development, design and manufacturing in East Asia.
Reich showed that a company’s most important competitive asset is the skills and
cumulative learning of its workforce if it is equipped to compete in the global economy. Jolly (1996) wrote that, as evidence of a global public relations strategy, a company must be able to demonstrate selective contestability and global resources.
Selective contestability is where the corporation can contest any market it chooses
to compete in, but can be selective about where it wishes to compete. It is prepared to
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contest any market should the opportunity arise and is constantly on the global lookout for such.
The corporation may have to bring its entire worldwide resources to bear on any
competitive situation it finds itself in anywhere in the world. Customers know that
they are dealing with a global player even if it is employing a local competitive formula. Thus global strategies are not standard product market strategies which assume
that the world is a homogenous border-free marketplace. Nor are they just about
global presence. If what the corporation does in one country has no relation to what it
does in other countries that is no different from dealing with various domestic competitors. Finally, globalization is not just about large companies now that the internet
makes it possible for small companies to trade worldwide.
Answer the questions:
1. Should specialists make a strategical plan?
2. What is the importance of region states or areas defined by?
3. How many people does Whirlpool employ around the world?
4. What is a company’s most important competitive asset?
5. Explain in your own words what Selective contestability is?
Discussion:
1. Name the effects which globalization brings?
2. In your opinion what the most important asset for a modern company is?
3. Give ideas about the nearest future of the profession concerning globalization
and new technologies.
74
UNIT 9
• Повторение неличных форм Infinitive, Participle, Gerund.
• Text “How technology impacts public relations”
GRAMMAR WORK
PRACTICAL WORK
1. Переведите предложения, содержащие инфинитив, причастие либо
герундий. Определите неличную форму и ее функцию.
A
1. If we are to achieve the aim we must confine our attention to one point only.
2. The paper under review gives a detailed description of this method, it also dis-
cussing the results obtained.
3. To succeed economically Media services must be aimed at the largest possible
audience.
4. The method applied increased the accuracy of the results.
5. The scientists of all countries are sure to join their efforts to make science serve
peace and well-being of mankind.
6. They are sitting in the office discussing the emerging problems connected with
the investigation made.
7. Smoking is not allowed here.
8. There are many talented researchers in Russia who contributed much to the de-
velopment of world science.
9. This direction in the research is better financed compared to some other stud-
ies.
10.The difficulties uncounted by anyone who attempted to solve the problem are
much greater than those faced in the attempts to reach the summit of Mount Everest.
B
1. They insisted on the question being reconsidered.
2. One can see more and more people move into public relation sphere from other
areas of marketing.
3. She has the results of her work criticized.
4. Internet having changed the world very much, it is very difficult to predict new
steps of its development.
5. The consumers beginning to appreciate the benefits of online shopping, their
usage has begun to increase.
6. The introduction of a new theory is always followed by a period of extended
testing.
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7. For further information the reader was referred to works on marketing ap-
proach.
8. However, the error introduced by this assumption is not thought to be great.
9. The advantage gained by having specialized groups concentrate on various
tasks is obvious.
10.The following discussions are primarily for the purpose of showing the ad-
vantages and disadvantages of the various methods.
C
1. I definitely remember packing it.
2. It is impossible to wear clothes without transmitting social signals.
3. The public opinion poll conducted on the basis of the latest methods gave posi-
tive results.
4. Having come to the city late at night she decided to wait for the sunrise at the
airport.
5. Having looked through all the materials she started writing the report on the
given problem.
6. Having been asked the respondents expressed their viewpoints quite frankly.
7. They can’t help using this favorable situation.
8. I can’t help discussing the terms of the agreement with them.
9. They found out the reason rather easily without making any efforts.
10. Without solving this problem she couldn’t leave the laboratory.
D
1. Knowing and understanding may play an important role in survival.
2. She is looking forward to being introduced in PR business.
3. By making experiments in compliances with new demands you will obtain
what you wish.
4. Their having been awarded a special prize for the research has quickly become
known to everybody.
5. To predict a person’s behavior one must take into consideration sociological
factors as well.
6. They consider psychoanalysis to be very effective in its versatility.
7. For science to move forward there must be a constant interchange between ob-
servation and theory.
8. She insisted on things to be changed for the better for the relationship to work.
9. The only evidence to be accepted is that to be tested by experience.
10. It was a great forum, scientists of many countries participating in its work.
E
1. Learning to be better communicators is important to all of using both our pri-
vate and public lives.
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2. Better communication means better understanding of ourselves and others.
3. Most of our communication strategies develop unconsciously, though imitation
of persons we admire and would like to resemble to some extent-and the success we
experience in our interactions.
4. In week’s issues, our resident film critic discusses the etiquette of cinema go-
ing.
5. Knowing how to behave in any situation makes you feel more confident and
puts people around you at ease.
6. The purpose of this book is to provide a clear understanding of his theory.
7. We can’t help advising him to take part in the conference.
8. All the items having been discussed, they signed with relief.
9. Investigating the given problem he came to rather interesting conclusions.
10. In order to explain this we have to study the facts of the case.
READING WORK
Before reading:
What kind of technologies do you use while studying?
Does technology help to study, work and live in everyday life?
Read and remember the words:
Package – программа, набор
To distribute – распространять, распределять
Proprietary – собственный, фирменный, частный
Databases – базы данных
To enhance – улучшать, укреплять
Sophisticated – сложный
Dissemination – распространение, пропаганда
Facsimile – копия, факсимиле
Uplinks – узлы связи
Sheer – абсолютный, сплошной
Archiving – архивация
Blurring – нечеткость, размывание
Fundamental shift – фундаментальное изменение
Disseminate – распространять, пропагандировать
Constituency – избирательный округ
Facilitate – способствовать, содействовать
Duplication – копирование, тиражирование
Perpetuation – сохранение, продление
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Read and translate the text. Make a summary, be ready to retell it:
HOW TECHNOLOGY IMPACTS PUBLIC RELATIONS
Technology had impacted public relations in several ways by the beginning of the
21st century. In 2001, Edward J. Lordan suggested that communication technologies
primarily have influenced how practitioners conduct research and then package and
distribute information. Research includes access to a wide range of electronic intelligence gathering sources, including the Web, proprietary databases, and specialized
research software used in surveys and content analysis that improves monitoring situations and enhances the ability of practitioners to assume the role of a true manager
versus merely a technician. Packaging includes the more sophisticated production and
archiving of materials in digital formats by using word processing, database, graphic
design, and electronic presentation software. Distribution covers the digital dissemination of information through the Internet, voice and text messaging, facsimile, and
satellite uplinks and downlinks in addition to traditional systems.
Whether communications technology has improved the productivity and effectiveness of the public relations practice is yet to be fully understood. However, the
public relations practice clearly has been impacted in the following various ways:
Volume of Information.
The sheer amount of information available to people has increased and, in general,
organizations are making more and more information accessible than in the past. This
requires the careful management, organization, sharing, and archiving of larger and
larger volumes of organizational knowledge.
Speed of Information Exchange.
Information can be distributed more quickly due to real-time information delivery
systems. In turn, there have been greater demands from audiences to access available
information on a timely basis. This has led to the blurring of time, haste, and competitive pressures that did not exist in earlier times.
Audience Choice.
A fundamental shift has occurred that shifts the decision making about information access into the hands of the audience versus the organization. Audiences have
more channels available to access information and often dictate when and how they
access information. Thus, many public relations operations today operate on a 24/7
basis.
Changed Relationships.
Whereas technologies were thought to be tools to disseminate information, they
have been shown to actually create new constituencies for organizations and new opportunities for organizations to interact with constituencies. New Internet-based technologies, for example, allow organizations to engage in true two-way communication
that can equalize power relationships. Technology also enables organizations to facilitate communication among various constituencies important to the organizations, not
merely between the organization and those constituencies.
78
Control of Information.
The breakdown of boundaries that delineate an organization from its external environment, the flattening of hierarchical structures, and the expanded sharing of organizational knowledge through the use of technology have all made it difficult for
management to limit the flow of organizational information and intelligence. This
problem has been exacerbated by changing social values that pertain to propriety of
organizational information, confidentiality, and privacy and calls for institutions to
make their activities more transparent.
Ownership of Information.
A special extension of the control issue is that new technologies facilitate the duplication, archiving, and sharing of information by third parties after it has been distributed by an organization initially. Thus, possession of information is increasingly
being assumed by others, leading to the perpetuation of misinformation as well as
undesirable information that otherwise might fade from the public domain. This raises several concerns for organizations that can be exploited by information at-tackers,
hackers, lurkers, rogues, and thieves.
Formats for Information Dissemination.
Information is being distributed in a variety of different forms now using both
analog and digital formats. Moreover, public relations professionals must provide the
same information in several different forms to meet requirements of audiences, resulting in increased costs and staffing needs for many public relations operations.
Answer the questions:
1. Do communication technologies have impacts on aspects of the PR specialist
work?
2.What is the reason a PR practitioner can be called a real manager?
3.What consequences can be seen as result of a faster way of transmit-ting infor-
mation?
4.What opportunities for changing relationships among constituencies and organi-
zations became available due to communication technologies?
5.What is the danger the author expresses concerning the ownership of infor-
mation?
Discussion:
Give examples of how PR specialist use modern technologies. Compare the work
of PR specialist of 19th? 20th and 21st centuries.
79
TEXTS FOR SELF TRANSLATION
1. MEDIA INFLUENCE ON PUBLIC RELATIONS
Public relations people work with the media in many ways. This unit
discusses how to prepare for press interviews, organize а news conference, conduct а
media tour, and write such materials as fact sheets, press kits, and
op-ed articles.
The unit begins with а review of how reporters and public relations people аrе
mutually dependent upon each other for accomplishing their respective goals. It also
mentions areas of friction that often contribute to an adversarial atmosphere. An important part of the relationship is based оn mutual trust
and credibility. For your part, you must always provide accurate, timely, and comprehensive information. Only in this way can any medium do its job of
informing readers, listeners, or viewers about matters of importance to them.
Public relations sources provide most of the information used in the media today. А number of research studies have substantiated this, including the
finding that today’s reporters and editors spend most of their time processing information, not gathering it.
1,200 New York Times, Washington Post front pages were studied as far
back as 1973 and it was found that 58.2 percent of the stories came through
routine bureaucratic channels (official proceedings, news releases, and
conferences or other planned events). Just 25.2 percent were the products of
investigative journalism, and most of these were produced by interviews, the
result of routine access to spokespersons. As the report said, “The reporter
cannot depend on legwork alone to satisfy his paper’s insatiable demand for
news. Не looks to official channels to provide him with newsworthy material
day after day”.
А New York public relations firm, Jericho Promotions, sent questionnaires
to 5,500 journalists worldwide and got 2,432 to respond. Of that number,
38 percent said they get at least half of their story ideas from public relations
people. The percentage was higher among editors of lifestyle, entertainment,
and health sections of newspapers but much lower among metropolitan
reporters, who spent most of their time covering “hard” news.
In other words, public relations materials save media outlets the time,
money, and effort of gathering their own news.
2. SOCIAL MEDIA CATEGORISATION
Social media dates back to the launch of the first weblog, Open Diary, in 1998
(Kaplan & Haenlein, 2010; Martinviita, 2016). Since then, social media has continuously evolved into different types of platforms (Burns, 2017) such as blogs or social
networking sites. For instance, the first social networking platform, Friendster, was
created in 2002, followed by the business networking site LinkedIn during 2003.
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