- •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
VIII. Translate the following text from English into Russian.
Financial PR is often referred to as investor relations. It requires detailed knowledge of financial markets and the legal requirements for public disclosure of financial information by companies. In addition, a well-developed understanding of investor psychology and the means of communicating with investors and advisors is necessary.
The specialists engaged in financial PR are often said to be at the financial end of the communication function rather than at the communications end of the financial function. In any case, detailed, precise and strict rules are imposed by the Stock Exchange, governing public quoted companies.
Every development affecting a company's worth and its financial performance must be disclosed at the earliest opportunity. This is obviously ‘price-sensitive’ information calling for delicate and specialist PR handling. One of the most difficult aspects of financial PR is encountered when a firm is involved in a take-over.
A precise strategy for dealing with financially sensitive information has to be agreed and executed. Take-overs, mergers and management buy-outs have often been avoided (and facilitated) by skilful PR and most big companies now have a crisis management PR plan worked out.
Another area for careful financial PR occurs when a company turns in poor yearly (or half-yearly) figures, particularly when these are unexpected. Company management are often in the firing line and credibility, confidence and staff morale are often in question. Here PR executives must be ready with answers to clarify the bad news. The main rule of thumb is that answers must be restricted to what has already been said to the shareholders (who are legally entitled to hear it first).
The main way in which financial public relations differs from other forms of PR is that the 'product' is a very sensitive one. Fortunes, careers, company ownerships and share prices are all at stake. PR activities need to be diplomatic and legal. Whereas ‘ordinary’ PR may welcome maximum media coverage, in financial PR this could cause a market stampede, a share-price crash, produce allegations of insider dealing and so on.
(Jefkinshttp://nwapa.spb.ru/ftxt/0310/chapter_6.html RR http://– Ch. 9 p.p.115-123)
IX. Translate the following text from Russian into English.
Во времена, когда корпоративные слияния, поглощения и финансовые скандалы ежедневно становятся сенсациями, роль отношений с инвесторами в деятельности корпораций чрезвычайно важна. Эти отношения входят в общую сферу деятельности связей с общественностью.
Люди, занятые работой по связям с инвесторами, являются специалистами своего дела. В больших корпорациях они могут выделяться в отдельное подразделение, в более мелких эти задачи частью входят в задачи отдела связей с общественностью. Однако в организации с любой структурой кооперация между связями с общественностью в целом и данной специфической областью должна быть тесной.
Две главные цели для распространения финансовой информации компании – это: 1) её акционеры; 2) финансовые аналитики, чьи советы брокерам и банкирам по поводу финансовой ситуации в компании влияют на стоимость её акций. Поскольку большие пакеты акций часто находятся в руках одного инвестора, например, пенсионного фонда, на этих инвесторов нужно обращать особое внимание, так же как на растущее число иностранных акционеров.
Ежегодные собрания в корпорациях обычно движутся по раз и навсегда заведённому порядку. Доверенности на право голоса, полученные заранее, обеспечивают менеджменту прочный контроль за ходом голосования. Руководство часто показывает слайды и видеофильмы, иллюстрирующие достижения, предлагает лёгкую закуску и в целом старается создать атмосферу компетентности. А за сценой отдел по связям с общественностью тратит много часов на то, чтобы спланировать собрание.
(Аги У., Кэмерон Г., Олт ф., Уилкокс Д. Самое главное в PR. – СПб.: Питер, 2004. – С. 355)