II. Say what the following refer to in the text of the article under the headlines:

Be aware of public concerns

… the powers that be …(para 3, line 1)

… those … (para 3, line 4)

Chemicals industry – in the limelight

… are in the environmental limelight … (para 1, lines 1-2)

The Rhône-Poulenc initiative

These …(para 2, line 5)

This … (para 8, line 5)

Changing public perceptions

This … (para 3, line 3)

Putting the case for recycling

This … (para 3, line 3)

III. Match the following definitions with the word-combinations below.

point of view in support of the natural world	buzz word
an angry expression of protest by a lot of people	high-tech company
a word that has become very popular	lateral thinking
an advantage relating to, characterized by, or based on competition	environmental policy
an interest group organized to influence public and especially government policy	competitive edge
worry or anxiety relating to or involving people in general	stance
a subject or problem which people are thinking and talking about relating to the environment	environmental angle
a way of solving a problem in which you use your imagination to try to think about it in a different or unusual way	bandwagon
the activity of making certain that someone or something attracts a lot of interest or attention from many people	plaudits
enthusiastic approval	credential
a company involved in the production or use of advanced or sophisticated devices	backlash
abilities and experience which makes someone suitable for a particular job or activity	pressure group
an activity, group, movement, etc. that has become successful or fashionable	brownie point
the activity of influencing someone or something by people who hold or own a share in the property	environmental issue
a set of ideas or a plan of what to do in particular situations relating to the environment criticism and argument angry reaction to something position approval something done in advertising to attract people’s attention	public outcry shareholder pressure publicity public concern flak publicity stunt

IV. Complete the words.

1. Some companies do not have e___________ p_______s.

2. We have considered the whole subject from many different a_____.

3. A massive p_____ o_____ followed the revelations of ballot-rigging.

4. The b___ w___ of the moment is ‘accountability’.

5. There’s a lot of p_____ c______ about modern farming methods.

6. The design of the building has won p_______ from around the world.

7. It’s a website devoted to e____________ i_____.

8. Training can give you a c__________ e___.

9. An anti-smoking p______ g____ tried to influence environmental decisions.

10. His recent poll victory could start an ultra-nationalist b________ rolling.

11. S_________ p_______ for the company environmental policy change increased in the 1990s.

12. One can find h___-t___ computer c_______ all over the country.

13. Her behaviour during the filming attracted a lot of free p________.

14. His c__________ were so satisfactory that he was given the post of manager.

15. The policy is getting a lot of f______ .

16. The government feared a b______ against the new laws.

17. We need to take a more positive s______ towards globalization.

18. I’m not doing it just to get b______ p______ .

19. Todd flew over the city in a hot balloon as a p______ s______.

5. Translate the following word-combinations from Russian into English consulting the article.

Позиция поддержки охраны окружающей среды; взрыв общественного возмущения; модная фраза; проблема окружающей среды; общественная озабоченность; рукоплескания, одобрение; конкурентное преимущество; мандат; группа давления; политика защиты окружающей среды; нетрадиционный подход; мода, повальное увлечение; давление акционеров; высокотехнологичная компания; публичность, реклама, критика и споры; отрицательная реакция; позиция (отношение); похвала; рекламные трюки.

5. Translate the following sentences from Russian into English using active vocabulary.

1. Здравомыслящие компании будут использовать возможность, решения вопросов, связанных с охраной окружающей среды для того, чтобы получить конкурентное преимущество.

2. Служба связей с общественностью может предоставить рекомендации по проведению коммуникаций и технологиям, которые необходимы для того, чтобы наглядно продемонстрировать целевым аудиториям политику и действия, проводимые компанией, в сфере защиты окружающей среды.

3. Вновь несколько нетрадиционный подход к решению вопроса позволил компании сделать большой шаг вперед в области защиты окружающей среды, получив солидную прибыль и завоевав значительную известность.

4. Если «культура» руководства и персонала не идет вразрез с проблемами окружающей среды, компания сможет продемонстрировать «зеленый» мандат.

5. Для высокотехнологичных компаний существует множество возможностей получить одобрение хороших инициатив.

6. Важно найти баланс между искренней поддержкой инициатив и представлением о том, что компания последовала моде просто ради получения краткосрочной известности.

7. Будет возрастать давление акционеров на компании в том, чтобы они продемонстрировали мандат доверия в области решения проблем окружающей среды посредством подготовки и осуществления соответствующей политики.

8. Не вступая в борьбу с общественностью и группами давления в деликатном вопросе охраны окружающей среды, но наоборот, разделив их озабоченность, компания Rhône-Poulencзавоевала признание и, представив достоверную информацию и факты, упрочила свое положение в отрасли промышленности и среди общественности.

9. По всей видимости, возрастёт количество рекламных трюков, призванных спутать планы основных виновников загрязнения окружающей среды.

7. Give the bilateral translation of the following dialogue.

1. Как изменилось отношение общественности к проблемам охраны окружающей среды за последние 20 лет? – The last 20 years have seen a huge increase in public concern over environmental issues.

2. Какова роль отдела компании по связям с общественностью, когда речь идет о проблемах окружающей среды? – It is often necessary for public relations to play an explanatory role to turn round sometimes misguided media criticism of a company’s actions.

3. Является ли забота об охране окружающей среды в первую очередь проблемой традиционных отраслей промышленности? – Tuning in to environmental issues is not just the preserve of traditional industries. There are also plenty of opportunities for high-tech companies to win plaudits for good environmental initiatives.

7. Translate the following text from English into Russian.

A key challenge for any communications activity is to make your communication relevant to the audience.  If an issue is seen to be real, with potential personal impact, then people will want to know more; in turn they will become more informed and take time to think things through.  If issues are too remote then it is easier to borrow attitudes and adopt them, or simply not to form an opinion at all.

That’s exactly what we were seeing on energy issues. Energy in general had been fairly low on the public’s agenda for some time.  However, the moment that banner newspaper headlines appeared, using words like “Blackout Thursday” and referring to “a spectre of blackouts and shutdowns…” that agenda suddenly changed. 

Energy had become personally relevant as the London blackout gave people a glimpse of what life would be like without electricity.  This marked the beginning of a sea change in attitudes and created a pull for information that had not existed before. 

There was genuine surprise at the rising levels of gas we would need to import as our own resources reduced and at how soon our older coal and nuclear power stations would reach the end of their working lifetimes.  Added to that, the prospects of climate change and its likely causes and consequences were just beginning to be understood.