- •Ильина о.К., Тычинский а.А.
- •Предисловие
- •Методическая записка
- •Content
- •Marketing communication
- •The role of public relations in the marketing mix
- •Public relations planning in the marketing mix
- •Marketing integration
- •Campaign development
- •Diagnosing the solution
- •Product launches
- •Improving brand equity
- •Public Relations in the future marketing mix
- •Step-by step planning process
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •Marketing integration
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •Internal communication
- •Why communicate?
- •What do people want to know?
- •Some communication techniques
- •Communication and leadership: the bp Oil experience
- •Background
- •Preparing the ground
- •Creating the right attitude
- •1 The right attitude (see Figure 2.2)
- •Attitude Technique Talent
- •2 The communication road map
- •3 The good communicator
- •4 The head office communication forum
- •The virtuous circle
- •Link with human resources
- •Where is bp Oil now?
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •IX. Translate the following text from Russian into English.
- •(Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- •Сommunity relations
- •Background
- •What is community relations?
- •Why bother?
- •Methods used in a community relations programme
- •One piece in the jigsaw
- •Research
- •Strategic objectives
- •Project selection criteria
- •A sponsorship example
- •Donations policy
- •How can the project be developed?
- •Measurement and evaluation criteria
- •Business benefits of the programme
- •Employee participation in the community involvement programme
- •Why bother involving your employees?
- •How do you know that the programme is a success?
- •Internationalising the programme
- •Future developments
- •Conclusion
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Financial public relations
- •How do you define financial public relations?
- •The basic task
- •Corporate public relations
- •What contribution does financial public relations make to the success of a company?
- •What are the rules that govern financial public relations?
- •Why has this business become such a major industry?
- •Investor relations – Is it public?
- •Coordination and consistency
- •A time to speak and time to remain silent
- •How does it fit in with other areas of public relations?
- •In-house or consultancy?
- •Vickers plc – a very brief case study
- •Conclusion
- •A checklist
- •Exercises
- •Corporate public relations
- •Vickers plc – a very brief case study
- •VIII. Translate the following text from English into Russian.
- •IX. Translate the following text from Russian into English.
- •X. Summarize the article “Financial Public Relations”.
- •XI. Solve the following pr problem.
- •Local government and government relations
- •Why central and local government matter
- •Effective public affairs
- •Defining public affairs
- •Central and local government
- •Government
- •Members
- •Local government
- •Gaining access
- •Case studies
- •Bail Bandits – a campaign to change the law
- •The execution
- •Trident – battle of the dockyards
- •Key points
- •Exercises
- •Business to business public relations by Nigel Lawrence
- •The customer rules
- •How do you know it works?
- •The trade press
- •Getting it right
- •Being prepared
- •Getting the good news across
- •Joining forces
- •Conclusion
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Public relations for non-commercial organizations
- •The mission
- •Not-for-profit pr
- •The public presence
- •Partnership – the sum is greater …
- •Provision of services
- •Involvement of interested parties
- •Case studies – the human face
- •Aims, objectives and realization
- •Checklist for a successful campaign
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Involvement of interested parties
- •III. Match the following definitions with the word-combinations below.
- •VI. Translate the following sentences from Russian into English using active vocabulary.
- •VII. Translate the following text from English into Russian.
- •Sponsorship
- •Definition of sponsorship
- •What makes a successful sponsorship?
- •Do’s and don’ts of sponsorship
- •The sponsorship package
- •Sponsorship package checklist
- •The public relations agency agenda
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •The sponsorship package
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Environmental public relations
- •Be aware of public concerns
- •Chemicals industry – in the limelight
- •The Rhône-Poulenc initiative
- •Changing public perceptions
- •Putting the case for recycling
- •Looking to the future
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •(Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- •Glossary a
Corporate public relations
…it… (para 2, line 2)
Why has this business become such a major industry?
This process… (para 2, line 5)
Vickers plc – a very brief case study
These opportunities… (para 6, lines 5-6)
Match the following definitions with the word-combinations below.
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Complete the words.
The police have p__ o__ a description of the thieves.
They are working on the t___ problems of flood and famine.
The workers must be s_________ to greater effort by an offer to share in the firm's profits.
The team has been successful in m______and b______challenging objectives.
She pulled my latest a__________ from the bottom shelf and gazed at the cover.
He is a man collecting butter, eggs, and poultry from remote country farms, for d_______ in the town.
The m_____ will create the biggest television company in the country.
These two gentlemen are the best paid executives of a British q _____ c ______.
Unfounded lawsuits are c_______ the court system.
How many people are working on this i_-h____?
They specialize in management c_________.
Council services are subject to close s_______ to ensure their efficiency.
The takeover was subsequently followed by the d______ of several subsidiary companies.
Translate the following word-combinations from Russian into English consulting the article.
Покупка и продажа акций; подсчёты; аналитик; выборочное раскрытие информации; очень строго отбирать информацию о результатах своей деятельности для послания; достигать целей; тождественные сферы деятельности; усилить активность; приобретение; продажа; слияние, объединение; компания, занесённая в списки фондовой биржи; препятствовать потоку информации; сотрудник компании, занимающийся вопросами связей с общественностью; консультант по связям с общественностью; испытующий взгляд общественности; разделение (компании).
Translate the following sentences from Russian into English using active vocabulary.
Исторически сложилось так, что в Европе нет такой активной деятельности по покупке и продаже акций сравнительно с Соединённым Королевством, США и Японией.
Подсчёты аналитиков, послужат фактором, который повлияет на мнение ключевых аудиторий.
Ужесточение правил выборочного раскрытия информации повысило важность обнародования результатов по каждому конкретному виду деятельности компании.
Компания должна очень строго отбирать информацию о результатах своей деятельности для послания, выраженную в цифрах, для того, чтобы интересующиеся этим люди могли полностью осознать значение приводимых цифр
По мнению большинства людей, сферы деятельности корпоративных и финансовых PRтождественны и нераздельны.
Если усилить активность покупателей по сравнению с продавцами, то появится тенденция к повышению цен.
Реальный вклад финансовых PRв деятельность компании состоит в умении донести до сознания финансовых аудиторий того, чем, занимается компания, к чему стремится, а также в обнародовании результатов деятельности компании в случае достижения ею поставленных целей.
Положительное мнение о компании помогает определить область её деятельности: приобретение, продажу, объединение, выпуск акций.
Правила и предписания, связанные с распространением информации о компании, занесённой в списки фондовой биржи, превратили управление информацией об ожидаемых результатах её деятельности в минное поле.
Изменения на рынке и протест против неверной информации привели к введению новых правил, предписаний и законов, создающих опасность препятствия потоку информации.
Получены ли эти знания от сотрудника компании, занимающегося вопросами связей с общественностью или от приглашённого консультанта по связям с общественностью – не имеет никакого значения.
Квалифицированная деятельность финансовых PRявляется жизненно важной для успешного функционирования компании на рынке под пристальным взглядом общественности.
Give the bilateral translation of the following dialogue.
Почему деятельность финансовых PR в Сити значительно возросла в последнее десятилетие? – The great figures of City and commerce have always recognized the need to establish a strong corporate image and communicate with the market.
Каковы отличительные особенности финансовых PR по сравнению с другими формами коммуникации? – Financial public relations may require more discipline and more technical knowledge than most aspects of communication activity: it also needs to be every bit as creative as the most sophisticated consumer public relations.
Cуществуют ли различия в деятельности финансовых PR в разных странах мира? – Financial public relations probably differs less across international boundaries than most other branches of the communications industry: financial activity is not particularly affected by cultural differences.