англ контр

counsel management? 11. What programs do PR practitioners conduct? 12. Is PR concerned with the influence and change of public policy? 13. How are PR practitioners involved in managing the resources? 14. What knowledge is required in the professional practice of PR?

THE NATURE OP PUBLIC RELATIONS

1.Public relations (PR) helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring public and public policies into harmony.

2.PR serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals and educational and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large.

3.The managements of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The PR practitioner acts as a counselor to management, and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy end action.

4.As a management function, PR encompasses the following:

-Anticipating, analyzing and interpreting public opinion, attitudes and issues which might impact, for good or ill, the operations and plans of the organization.

- Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization's social or citizenship responsibilities.

5.- Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve informed public understanding necessary to the success of an organization's aims. These may include marketing, financial, fund-raising, employee, community or government relations and other programs.

- Planning and implementing the organization's efforts to influence or change public policy.

- Setting objectives, planning, budgeting, recruiting and training staff, developing facilities - in short, managing the resourses needed to perform all of the above.

6.Examples of the knowledge that may be required in the professional practice of PR include communication arts, psychology, social psychology, sociology, political science, economics and the principles of management and ethics. Technical knowledge and skills are required for opinion research, public issues analysis, media relations, direct mail, institutional advertising, publications, film/video productions, special events, speeches and presentations.

In helping to define and implement policy, the PR practitioner utilizes a variety of professional communication skills and plays an integrative role both

within the organization and between the organization and the external environment.

III.Explain the meaning of the expression given below:

pluralistic society, mutual understanding, effective relation ships, different audiences or publics, external environment, mediator, publicly acceptable policy

IV. Translate parts 1, 2, 3, in the written form.

V. What questions are considered in the following sciences? Before giving your answers consult reference books or specialists in these fields of knowledge.

Communication arts, psychology, sociology, political science, economics, principles of management, ethics.

VI. Grammar

1.Write out the sentences with modal verbs must (2), may (5,6), need (3,5). Translate them into Russian.

2.Put questions of all types to the following sentences.

(1)Public relations helps our society to function more effectively.

(2)These institutions must develop effective relationships.

(3)Technical knowledge and skills are required for opinion research.

3.Change the sentences of the previous exercise and your questions into indirect speech. Begin with:

« He said that… »

« He asked if (how, what, what for) … »

Control work IV

I.Read the following words and expressions.

the folks - люд и

deal with - и ме тьд е ло с

media coverage - о све щ е ни е в ср е д ствах массо во й инфо р мац и и have impact - о казыватьво зд е йстви е

confidence - уве р е нно сть

treatment an issue receives in - о све щ е ни е во пр о са в insights into - пр о никно ве ни е в

essential - наи бо ле е важ ный

deal face-to-face - име тьд е ло не по ср е д стве нно с (ке м-то , че м-ли бо ) be proficient in - бытьо пытным в, уме лым

arts and crafts of publicity - и скусство и уме ни я со д е йстви я по пуляр но сти be knowledgeable about - знатьо

gain media attention - пр и вле чьвни мани е ср е д ств массо во й и нфо р мац и и pervasive - р аспр о стр аняющ ийся, все пр о ни кающ и й

currently - в насто ящ е е вр е мя

put us in touch with the world beyond our immediate experience -по г р ужае тнас в ми р , с ко то р ым мы не и ме е м не по ср е д стве нно й связи

perceptions and beliefs - во спр и яти я и мне ни я

greatly simplified and edited versions of the happenings - ве сьма упр о щ е нные и о тр е д акти р о ванные ве р си и пр о и сх о д ящ и х со быти й

in terms of return on equity - по по казате лю чисто й пр и были access to - д о ступ

к

sacred public mission - свящ е нная о бщ е стве нная ми сси я watchdog - сто р о ж е во й пе с, наблюд ате ль, ко нтр о ле р seeking the truth - по и ск пр авд ы

conduct smb's affairs knowledgeably - ве сти сво й би зне с со знани е м pursue - зд. р ассматр и вать д е ла

perishable - ско р о по р тящ и йся transient - ско р о те чный, вр е ме нный

the ongoing flow of information -(д ви ж ущ и йся) те кущ и й по то к инфо р мац и и positive or negative flavour of the story - по ло жи те льно е или о тр и ц aте льно е о све щ е ни е мате р иала статьи

fairly - зд . д о сто ве р но

be cast in a favourable light - бытьпр е д ставле нным в выго д но м све те slant material - зд. по д атьмате р и ал

utter - пр о и зно си ть occur - пр о и сх о д и ть

hit the prime-time TV news - бытьглавными но во стями Т В пр о гр аммы

II.Read the text and answer the questions.

1.What impacts can media coverage have on an organization's operations? 2. What are public confidence and public support determined by? 3. Is it important for PR practitioners to understand how the media function and how reporters work? 4. Must practitioners be proficient in the art and craft of publicity? 5. Why are mass media a pervasive part of our society? 6. How many daily and weekly newspapers currently operate in the U.S.? 7. How many magazines are published? 8. How many radio and television stations are listened to and watched in the U.S.?

9. Do mass media shape our perceptions and beliefs? In what way? 10. What versions of the happenings do mass media provide? 11. Can you prove that the media are big, highly profitable businesses? 12. How do the media gather and package information and entertainment? 13. What sacred public mission do journalists have? 14. What goals do the media constantly seek? 15. Why is the news a highly perishable commodity? 16 What is the essential power of press?

UNDERSTANDING THE MEDIA

The press will go after anything, and that is the way it should be.

Ben Wattenberg

1.When many people consider the function of public relations (PR), their first thought is: "Those are the folks who deal with the media." And although PR does far more than deal with the media, that certainly is an important aspect of the job. Media coverage can have significant positive or negative impacts on every aspect of an organization's operations. Public confidence and public support are often determined by the treatment an issue receives in the press and on radio and television.

2.If a PR practitioner is to work effectively with the media, he or she must understand how the media function and how reporters work. Insights into journalists' views of PR and into the working relationship of journalists and PR practitioners are also essential. PR practitioners must be prepared (and must prepare others) to deal with the media face-to-face. Finally, practitioners must be proficient in the art and craft of publicity and knowledgeable about the tools used to gain media attention.

3.The mass media are a pervasive part of modern society. About 7,700 daily and 7,600 weekly newspapers currently operate in the United States. Over 5,000 U.S. magazines are published for a large variety of well-defined audiences. Around 10,000 radio stations provide entertainment and information to people on the go. The 1,150 television stations in the United States are watched in 84 million households an average of more than seven hours every day. Half of these television households subscribe to cable systems that further expand the available programming.

4.The mass media put us in touch with the world beyond our immediate experience. They shape significantly our perceptions and beliefs -particularly in relations to events and topics with which we have little direct contact. While providing greatly simplified and edited versions of the happenings in our complex and dynamic world, they give us a feeling of participation and understanding. Most newspapers, magazines, and broadcasting stations are businesses. The publishing and broadcasting industry is about the same size as the automotive industry in terms of market value. Only the beverage and tobacco industries show more profit in terms of return on equity. In short, the media are big, highly profitable businesses.

VI. Translate the following quotations.

1.Newspapers always excite curiosity. No one ever lays one down without a feeling of disappointment.(Charles Lamb)

2.Journalists say a thing that they know isn't true in hope that if they keep on saying it long enough it will be true.(Arnold Bennett)

3Words are, of course, the most powerful drug used by mankind. (Rudyard Kipling)

4.We live under a government of men and morning newspapers. (Wendell Phillips)

5.Possible? Is anything impossible? Read the newspapers. (Arthur Wellesley, Duke of Wellington).

VII. Grammar

1.Change the sentences into indirect speech (a - indirect commands, b – indirect statements, с – indirect questions).

a)

1. "Go home," said the teacher to us. 2. "Buy some meat in the shop," said my mother to me. 3. "Sit down at the table and do your homework," said my mother to me. 4. "Don't forget to clean your teeth," said granny to Helen. 5. "Don't sit up late," said the doctor to Mary. 6. The doctor said to Pete: “Don't go for a walk today" 7. "Don't eat too much ice-cream," Nick's mother said to him 8."Explain to me how to solve this problem," said my friend to me. 9. The doctor said to Nick: "Open your mouth and show me your tongue. 10. "Don't be afraid of my dog," said the man to Kate. 11. “Take this book and read it” , said the librarian to the boy.

b)

1. "My friend lives in Moscow," said Alec. 2. "You have not done your work well," said the teacher to me. 3. The poor man said to the rich man: "My horse is wild." 4. The rich man said to the judge: "This man's horse has killed mine." 5. "This man spoke to me on the road," said the woman. 6. "I can't explain this word to you," said the boy to me.The teacher said to the class: "We shall discuss this subject tomorrow." 8. The woman said to her son: "I am glad I am here." 9. Mike said: "We have bought these books today." 10. She said to me: "Now I can read your translation." 11. Our teacher said: "Thackeray's novels are very interesting." 12. She said: "You will read this book in the 9th form." 13. Nellie said: "I read 'Jane Eyre' last year” .

c)

1. The teacher asked Mike: "Does your father work at a factory?" 2. Mother asked us: "What are you doing here?" 5. Father asked Nick: "Have you done your homework?" 4. Tom asked: "Ann, where are your friends?" 5. Kate asked:

"Mike, do you like my puppy?" 6. Grandfather asked Mary: "What mark did you get at school?" 7. My sister asked me: "Will you take me to the theatre with you tomorrow?" 8. Mother asked me: "Did you play with your friends yesterday?" 9. "Why don’t you play with your friends, Kate?" asked her mother. 10. "Do you like chocolates?" my little sister asked me. 11. "Did you see your granny yesterday, Lena?" asked Mike. 12. The doctor asked Nick: "Do you wash your face and hands every morning?"

2.Translate the sentences into English.

Control work V

I.Read the following words and expressions

advertising copy - р е кламный те кст

product trial - пр о бно е и спо льзо вани е то вар а product adoption - во спр и яти е то вар а message content - со д е р ж ани е о бр ащ е ния advertising message - р е кламно е о бр ащ е ни е information element - эле ме нтинфо р мац и и

feature - (х ар акте р ная) че р та, д е таль, о со бе нно сть, пр и знак, сво йство appeal - пр и зыв, д о во д , мо ти в, ко нц е пц и я

ad. appeal - и д е я р е кламы, р е кламная ко нц е пц и я sex appeal - мо ти в се ксуально й пр и вле кате льно сти ad. slogan - р е кламный д е ви з

offering - пр е д ло ж е ни е wear - и зно с, и знаши вани е

creative people -тво р че ски е р або тни ки premise - пр е д по сылка, и сх о д но е усло ви е theme line - ле йтмо ти в

consumer magazine - по тр е би те льски й ж ур нал logo - ло го ти п

layout - маке т, план, сх е ма

visibility - вид и мо сть, р азли чимо сть, о бзо р но сть

II.Read the text and answer the questions.

1.What is the central element of an advertising program?

2.What is the advertising copy?

3.What elements does every advertising message include?

4.What does common advertising appeal include?

5.What do fear appeals suggest to the consumer?

6.What do sex appeals suggest to the consumer?

7.What product categories can be found?

8.What do humorous appeals imply?

9.Is the use of humor widespread in advertising?

10.What do the "creative people" do?

11.Is it costly and time consuming?

12.How much do high-quality TV commercials typically cost?

1.The central element of an advertising program is the advertising copy, the messages that the target audience is intended to see (as in magazines, newspapers, and TV) or hear (as in radio and TV). This usually involves identifying the key benefits of the product that are deemed important to a prospective buyer in making trial and adoption decisions.

2.Message Content. Every advertising message is made up of both informational and persuasional elements. These two elements, in fact, are so entwined that it is sometimes difficult to tell them apart. For example, basic information contained in many ads such as the product name, benefits, features, and price are presented in a way that tries to attract attention and encourage purchase. On the other hand, even the most persuasive advertisements have to contain at least some basic information to be successful.

Information and persuasive content can be combined in the form of an appeal to provide a basic reason for the consumer to act. Although the marketer can use many different types of appeals, common advertising appeals include fear appeals, sex appeals, and humorous appeals.

3. Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of the product. Life insurance companies often try to show the negative effects of premature death on the relatives of those who don't carry enough life insurance. The famous advertising slogan of "ring around the collar" shows that others will be repelled if they observe a person with a stained collar. When using fear appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to "tune out" the message.

4. In contrast, sex appeals suggest to the audience that the product will increase the attractiveness of the user. Sex appeals can be found in almost any product category from automobiles to toothpaste. Unfortunately, many commercials that use sex appeals are only successful at gaining the attention of the audience; they have little impact on how consumers think, feel, or act. Some advertising experts even argue that such appeals get in the way of successful communication by distracting the audience from the purpose of the ad.

5.Humorous appeals imply either directly or more subtly that the product is more fun or exciting than competitors' offerings. As with fear and sex appeals, the use of humor is widespread in advertising and can be found in many product categories. Unfortunately for the advertiser, humor tends to wear out quickly, thus boring the consumer.

6.Creating the Actual Message. The "creative people," or copywriters, in an advertising agency have the responsibility to turn appeals and features such as quality, style, dependability, economy, and service into attention-getting, believable advertising copy. This often relies on creative use of fear, sex, humor, sound, or visual effects.

A relatively new upstart among advertising agencies. Fallen. McElligott, Inc. (FM). was designated as advertising Age magazine's Agency of the Year by using wit, irreverence, and shock in its advertising copy. Its basic premise: with the hundreds of advertising impressions most of us see every day, use creative ads - not bombardment— to get the target audience's attention.

7.FM's newspaper ad for ITT Fife Insurance Corporation, promoting term over whole-life insurance policies, proclaimed, "Your whole life is a mistake." For newspaper and TV ads for the Wall Street Journal FM came up with the theme line "The daily diary of the American dream." Its magazine ad for Fee jeans situated among the many four-color ads in consumer magazines— is a snapshot picture of a second in the life of a Fee jeans wearer and is shown in striking black and white, except for the tiny Fee logo in the corner."

Translating the copywriter's ideas into an actual advertisement is also a complex process. Performing quality artwork, layout, and production for the advertisements is costly and time consuming. High-quality TV commercials