126

WELCOME TO THE WORLD OF PUBLIC RELATIONS

Contents

PARTI

UNIT ONE……………………………………………………………………5 UNIT TWO . ........................................................................................10 UNIT THREE ………………………………………………………………14

PART II

UNIT ONE……….………………………................................................22

UNITTWO ..........................................................................................27

UNIT THREE........................................................................................32

UNIT FOUR .........................................................................................37

PART III

UNIT ONE.............................................................................................44

UNITTWO ..........................................................................................48

UNIT THREE........................................................................................55

PART IV

UNIT ONE............................................................................................61

UNITTWO ..........................................................................................65

UNIT THREE.......................................................................................69

UNIT FOUR .........................................................................................73

UNIT FIVE .........................................................................................78

UNITSIX .............................................................................................84

APPENDIX

FORMULAS SPEECH........................ ………….…………………….……90

ADDITIONAL EXERCISES......................................................................91

ACTIVE VOCABULARY...........................................................................93

A GLOSSARY FOR PUBLIC RELATIONS WRITERS………………… 104

A GLПОСОБИЕ ПО АНГЛИЙСКОМУ ЯЗЫКУ ДЛЯ СТУДЕНТОВ ГУМАНИТАРНЫХ ВУЗОВ

PART I

UNIT

ONE

А.

The Public Relations Writer

The ability to write well is a necessity for work in public relations. Writing is an integral part of the public relations process of research, planning, communication, and evaluation. It is most visible at the third stage, when a program is being implemented and various messages are being communicated to key audiences important to the suc­cess of your program.

Effective writing is based on facts that are presented clearly, concisely, and accu­rately. From this standpoint, both the public relations writer and the journalist share a common ground. Indeed, there was a time when experience in newspaper writing was practically a requirement for a job in public relations.

Although this is no longer true, emphasis remains on use of a journalistic style in public relations writing. This is because much of what you write is directed to the news media. A solid understanding of journalistic principles and concepts is needed, but it is a mistake for public relations writers to consider themselves simply "journalists in res­idence".

A public relations writer differs from a journalist in at least three basic aspects: objectives, audiences, and channels.

□ Words and word-combinations

1. public relations — паблик рилейшнз, связи с общественностью

2. to communicate — сообщать, передавать (новости, мнение); передавать сообщение; обмениваться информацией

3. communication — связь, система связи; передача, система передачи; об­мен информацией

4. evaluation — оценка, анализ

5. standpoint — точка зрения

6. public relations writer — автор, пишущий в области паблик рилейшнз

7. journalistic style — публицистический стиль

B