Unit IX

Assignments:

1.Read and translate the text.

Public Relations

Public relations, commonly called PR, is an activity aimed at increasing communication and understanding between an organization or individual and one or more groups called publics. The term is also applied to the profession responsible for handling such assignments. Corporations, educational institutions, religious groups, government agencies, labor unions, politicians, and entertainers are among those who use public relations. Their publics vary from employees and stockholders to an entire community or members of the news media.

The communication between an organization and its public ranges from a simple news release to a sophisticated campaign featuring films, advertisements, speeches, and television appearances. Such communication is aimed at gaining the good will of the public.

The basis of any effective public relations campaign is public benefit. If an organization does not serve the needs of the public, the public will not support it. Public relations experts help an organization learn what the public wants and then establish policies that reflect concern for the public's interests. Public relations generally is practiced through (1) corporate public relations departments, (2) public relations agencies, and (3) public information departments. In a corporate PR department, specialists handle PR activities for only that company. In PR agencies, specialists carry out activities for several organizations or individuals, also called clients or accounts. Such nonprofit organizations as colleges and government agencies have public information departments that work to strengthen the image of the organization.

Methods. Public relations work consists of two main activities, research and communication. Research is a vital part of public relations because an organization may not know the public's opinion about it. What people think and why they have such opinions about an organization are important in helping management establish policies and practices.

Public relations experts use research and opinion surveys to obtain information from the public. Researchers gather information on the many problems and opportunities facing a company, its industry, and the business community. They may gather information on public opinion so that a political candidate will know what issues to discuss during a campaign. Researchers also test the effectiveness of a PR campaign.

In addition, they keep up with public relations techniques being developed by other companies. Communication between an organization and the public is an important part of any public relations campaign. However, the size and complexity of most modern organizations make direct communication with individuals almost impossible. Most organizations use mass-communication methods to contact the public. These organizations often aim their PR campaigns at groups of people who share a common interest.

PR specialists use four principal methods to communicate with the public: advertising, lobbying, publicity, and press agentry. Advertising involves the use of paid, nonpersonal communication through such media as billboards, mail, newspapers and other publications, radio, and TV. Lobbying is an attempt to influence the voting of legislators to support the interests of a group. Publicity and press agentry involve promoting an organization by getting favorable coverage in the media.

Public relations personnel can detect possible breakdowns in communication by analyzing responses received from the public.

These responses may come directly, as in letters or telephone calls to an organization. They also may come indirectly, as when consumers respond to a PR campaign by purchasing or refusing to purchase a company's products.

History. Some elements of public relations, such as informing and persuading, have been used throughout history. In the United States, public relations as it is known today began to take form after the end of World War I in 1918. During the late 1800's, rapid and unchecked industrial expansion had brought about certain business attitudes and practices that were not in the best interest of the public. These conditions led to criticism of business in the early 1900's. Corporation leaders realized that their desire for bigger profits had increased such criticism. They felt that the good will of the public would benefit them.

Business leaders also were aware of the successful public relations campaigns carried out by the federal government and by welfare agencies in winning approval for their aims. Corporations began to set up programs designed to win the public's favor. Schools, hospitals, and other nonprofit organizations also saw the need for organized attempts to gain public support. Public relations developed slowly until the end of World War II in 1945. Since then, it has spread to nearly every large corporate ['kO:p(q)rIt] and nonprofit organization.

The growth and expansion of mass communication media have tended to make public opinion more powerful than ever before. The public is also more accessible than ever to those who wish to reach it. That access is aided by the work of public relations.

Careers. Most public relations activities take place in business and industry. Colleges, labor unions, national associations, schools, and volunteer agencies also have PR programs. An organization may have its own PR department, or it may hire a PR agency. A college education is one of the best preparations for a public relations job. Some employers seek people with a degree in English, journalism, or public relations. Others prefer applicants with a background in a field related to the company's activities. A person interested in a public relations career should be creative and be able to express his or her thoughts clearly, both orally and in writing. Such a person also should enjoy working with people and possess good problem-solving abilities. Information about PR careers may be obtained by writing to the Public Relations Society of America, 845 Third Avenue, New York, NY 10022.

2. Study the following phrases. Recall the sentences in which they are used in the text. Use them when retelling the unit.

a) entertainer ["entq'teInq] (естрадний артист, конферансьє) = The person who holds the attention of the audience with something amusing or diverting [daI'vE:tIN].= master of ceremonies

b) vary ['ve(q)rI] (мінятися, змінюватися) = To make or cause changes in the characteristics or attributes of; modify or alter; to undergo or show change; to be different.

c) sophisticated [sq'fIstIkeItId] (позбавлений простоти, природньості; витончений, досвідчений, складний, ускладнений) = 1.Having acquired worldly knowledge or refinement;lacking natural simplicity. 2.Very complex or complicated: the latest and most sophisticated technology.

d) complexity [kqm'pleksItI] (складність; заплутаність) = implies a combination of many associated parts.

e) aim [eIm] (прагнути; ставити за мету) = to turn something in the direction of an intended goal or target; to determine a course: aim for a better education; to propose to do something; intend.

f) to lobby ['lPbI] (обробляти членів парламенту, конгресу; намагатися впливати (чинити тиск) на членів законодавчого органу шляхом закулісних переговорів) = To try to influence the thinking of legislators or other public officials for or against a specific cause; to try to influence (an official) to take a desired action.

g) publicity [pA'blIsItI] (прилюдність, гласність, популярність, слава реклама, рекламування) = 1.Information that concerns a person, a group, an event, or a product and that is disseminated through various media to attract public notice.2 Public interest, notice, or notoriety achieved by the spreading of such information. 3. The act, process, or occupation of disseminating (розповсюдження) information to gain public interest. 4.The condition of being public.

h) consumer [kqn'sju:mq] (споживач) = One that consumes, especially one that acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing.

i) to bring about ['brINq'baVt] (викликати, спричиняти) = to cause; to make something happen.

j) to benefit ['benIfIt] (приносити вигоду, прибуток) = To be helpful or useful to…

k) to aid [eId] (допомагати, надавати допомогу, підтримку; сприяти прогресу, сприяти розвитоку) = To give assistance to; to contribute to the furtherance of; to promote; to help; to support.

l) background ['bxkgraVnd] (підготовка,освіта; кваліфікація) = A person's experience, training, and education.

m) creative [krI'eItIv] амер. розм. (творчий працівник) = One who displays productive originality: the creatives in the advertising department.;Characterized by originality and expressiveness; imaginative ability.(наділений багатою уявою).

3. Find in the text English equivalents of the following words and phrases .Use them in sentences of your own and situations from the text:

відповідальний

поводження (маніпулювання , управління)

службовець

акціонер

простий випуск новин

застосовувати до чогось

завойовувати прихильність публіки

суспільне благо

здійснювати (застосовувати на практиці) через щось

виконувати дії (роботу)

користувач (замовник, покупець, клієнт)

підсилити престиж (імідж) організації

неприбуткові організації

життєво важлива (невід’ємна) частина пропаганди

звертатися до когось

не відставати від когось (поспівати за кимось)

мати спільні інтереси

рекламний щит

отримання (здобуття) сприятливого освітлення подій в ЗМІ (засобах масової інформації)

виявити можливі пробої в інформації

переконувати

стрімкий та неконтрольований індустріальний зріст

добитись схвалення (санкціонування)

завоювати громадську прихильність

більш доступний ніж коли-небудь

заявник, прохач; той, хто подає заяву; претендент

4. Give Ukrainian equivalents of the following words and word combinations:

to handle the assignments

responsible

employee ["emplOI'i:, Im"plOI'i:]

stockholder

to apply to smth

a sophisticated campaign

public benefit

to gain (to retain) smb.'s goodwill

to serve the needs of the public

to reflect concern for the public's interests

to carry out activities

account

nonprofit organizations

to strengthen the image of the organization

a vital part of public relations

to face smth

to keep up with smth

to share a common interest

billboard

getting favorable coverage in the media

to detect possible breakdowns in communication

to persuade

rapid and unchecked industrial expansion

certain business attitudes

to win the public's favor

to possess good problem-solving abilities

5. Correct mistakes in the following sentences and explain the usage of simple tenses, voices & non-finite forms in them.

a) The term have also applied to the profession responsible on handle such assignments.

b) Such communication could aimed at gaining the good will of the public.

c) What people will have been thinking and why they have such opinions about an organization are important to helping management establish policies and practices.

d) They keep up with public relations techniques might being developed by other companies.

e) Lobbying is an attempting to influence the voting of legislators to be supported the interests of a group.

f) Consumers responds to a PR campaign by purchasing or refuse to purchase a company's products.

g) A person is interested in a public relations career should had be creative and be able to express his or her thoughts clearly.

6.Choose the suitable variant and prove it by your own examples:

Specialists carry out / are being carried out activities for several organizations or individuals.

Public relations work consists from / of two main activities, research and communication.

Public relations personnel can detect possible breakdowns in communication by / in analyzing responses received from the public.

Some elements of public relations, such as informing and persuading, were using / have been used throughout history.

Corporation leaders realized that their desire for bigger profits have / had increased such criticism.

They felt that the good will of the public would / will benefit them.

Match up the pairs of synonyms correspondingly.

8. Choose the exact meaning (one or more if appropriate) of the underlined word in each sentence.

I. Some employers seek people with a degree in English, journalism, or public relations.

a) to obtain b) to look for c) to find d) to point

II. The growth and expansion of mass communication media have tended to make public opinion more powerful than ever before.

a) to encourage b) to apply c) to lead d) to aid

III. Corporations began to set up programs designed to win the public's favor.

a) support b) claim c) clearance d) service

IV. Public relations personnel can detect possible breakdowns in communication by analyzing responses received from the public.

a) to punish b) to offer c) to rely d) to disclose

V. In addition, they keep up with public relations techniques being developed by other companies.

a) to make up b) to carry out c) to catch up d) to set up

VI. Researchers gather information on many problems.

a) to intend b) to collect c) to pretend d) to solve

VII. Such nonprofit organizations as colleges and government agencies have public information departments.

a)uncommercial b) pilot c) experimental d) charitable

VIII. In a corporate PR department, specialists handle PR activities for only that company.

a) deal with b) tackle c) manipulate d) operate

IX. Such communication is aimed at gaining the good will of the public.

a) receiving b) acquiring c) sending d) imposing

X. The term is also applied to the profession responsible for handling such assignments.

a) used b) sophisticated c) checked d) served

9. Give a summary of the unit in writing.

10. Retell the text : a) in detail b) in brief .

11. Answer the following questions:

How can public relations be generally characterized ?

What is the basis of any effective public relations campaign ?

What is PR generally practiced through ?

How do specialists in PR agencies also call several organizations or individuals?

What is the purpose of public information departments in such nonprofit organizations as colleges and universities ?

What two main activities does public relations work consist of?

Characterize the principal methods that PR specialists use to communicate with the public.

In what way does lobbying differ from press agentry ?

Why did corporations begin to set up programs designed to win the public's favor at the beginning of XX-th century?

What have the growth and expansion of mass communication media tended to in the midst of the XX-th century?

Why do enterprises hire a PR agency?

Ennumerate the general requirements for applicants for a public relations job.