1 Paragraph

although хотя

throughout на протяжении

root корень

press agentry пресс-посредничество

attempt попытка

to appear появиться

2 paragraph

to own владеть

to promote продвигать

midget карлик

nightingale соловей

3 paragraph

however однако

to develop развивать,создавать

combat сражаться,бороться

to acquire приобретать

favorable благоприятный

4 paragraph

to consider to be считать,

giants гиганты

to distribute распределять, распространять

to explain объяснять

side сторона

to deal in торговатьчем-л

5 paragraph

to involve заниматься чем-л.,

to enter входить

to establish учреждать, устанавливать

to head возглавлять

sale продажа

to convince убеждать

necessity необходимость

participation участие

6 paragraph

member член(какой-л. организации, объединения, структуры)

to set up основывать

own собственный

counsel консультант

subject предмет, тема

eventually в конечном счёте, в итоге

to earn зарабатывать

to reject отвергать

offer предлагать

to propagate распространять

TEXT4 THE HISTORY OF PUBLIC RELATIONS

Упражнение 1.Ответьте на следующие вопросы:

1. What country is the “motherland “of PR?

2. When did PR begin in Russia?

Прочитайте и переведите текст:

^1.Although it has been with us in some form throughout the ages, modern PR has its roots to press agentry attempts in the 1830s, when the popular press appeared.

^2. Early press agentry. One of the early users of press agentry was P.T. Barnum, who owned a very popular circus show. He successfully promoted his midget Tom Thumb and Jenny Lindt, a singer known as the “Swedish Nightingale”. They became the main attractions for Barnum’s circus.

³. However, public relations as we know it now developed to help big businesses combat the negative image they had acquired during the Industrial Revolution. By the late 19^thcentury, it was clear that many of these industries needed to create a favorable image.

^4. Corporate PR.One of the first to try to change this negative corporate image was journalist Ivy Ledbetter Lee, considered by many to be the real first PR practitioner. He started as a political publicist in 1904, but soon he was working for industrial giants. He began distributing press releases explaining business’s side in labor disputes. He told the local newspapers that he was “a press agent who dealt in the truth.”

^5. Government PR. Government became involved in public relations when the United States entered World War I in 1917. President Woodrow Wilson established the Creel Committee headed by the journalist George Creel, to promote the sale of Liberty Bonds¹to finance the war, to censor news about the war and to convince the American people of the necessity of the nation’s participation in the war.

⁶. Edward L. Bernays, a member of this committee became a leader in the development of the PR profession after the war. In 1921 he set up his own firm and became the first person to call himself a public relations counsel. Two years later, he wrote the first book on the subject,Crystallizing Public Opinion. He also taught the first course in public relations, at New York University. Bernays eventually earned the title of “father of modern public relations. His reputation in PR grew and he rejected an offer by Adolf Hitler to help propagate Nazism.

(1700)

Примечания:

1. Liberty Bonds -облигации Займа свободы Правительственные облигации военного займа; продавались в годы первой мировой войны для финансирования военных расходов

: Упражнение 2 Найдите синонимы::

1.attempt	a. controversy
2. midget	b. advertise
3. dispute	c. obligation
4. bond	d. . endeavor
5 promote (the sale)	e. dwarf

Упражнение 3..Подберите наиболее удачный эквивалент для выделенных слов:

1. Public relations developed to help big business combat the negative image.

a. play b. fight c. combine

2. He told that he was “a press agent who dealt inthe truth.”

a. added b. required c. sold

3. Government became involvedin PR when the United States entered World War I in 1917.

a. engaged b. attended c. devoted

4. In 1921 he set uphis own firm.

a. constituted b. established c. produced

5. He rejected an offer by Adolf Hitler to help propagateNazism.

a. turn to b. publicize c. combat

6. He rejectedan offer by Adolf Hitler to help propagate Nazism.

a. refused b. accepted c. withdrew

Упражнение 4 Дайте ответы на следующие вопросы:

1. Where does modern PR trace its roots?

2. What did the early press agents do to promote their clients?

3. What kind of business did P.T. Barnum have?

4. What did he use the press agentry for?

5. What image did big business acquire during the Industrial Revolution?

6. What did Ivy Ledbetter Lee do for big business?

7. When did the U.S. Government become involved in public relations?

8. What was the purpose of establishing the Creel Committee?

9. Did E.L Bernays agree to help propagate Nazism?

Упражнение 5

Прочитайте текст, подберите наиболее подходящее окончание предложения:

The Great Depression.The PR industry’s road to success as a respected profession was not without setbacks. When the Great Depression hit in 1929, PR was a relatively new field and its funds were among the first to be cut

After World War II.After the Great depression and World War II, however, public relations prospered. Industry and government both recognized the need to present their activity favorably to the public. By the mid-80s, the Department of Labor was reporting that 143, 000 people were engaged in PR activities in the United States. In addition to several hundred public relation firms, every sizable organization both public and private had one or more employees working in the field. Today’s public relations professional requires a broad range of skills, including listening, counseling, planning and communicating.

(700)

The PR industry’s road to success as a respected profession	143, 000 people were engaged in PR activities in the United States
After the Great Depression	one or more employees working in the field
The Department of Labor was reporting that	public relations prospered
Every sizable organization both public and private had	including listening, counseling, planning and communicating
Today’s public relations professional requires a broad range of skills,	was not without setbacks.

Unit 5 EXAMPLES OF PUBLIC RELATIONS ACTIVITIES

Слова и выражения для запоминания: