Paragraph 7

73. …can be better predicted and prepared for phrase

74. predict (predicts, predicting, predicted) [V] sth that will happen in future SYN: FORECAST (forecasts, forecasting, forecast)

75. prepare (for) (prepares, preparing, prepared) [V] 1 to make sth or sb ready to be used or to do sth

2 ~ (yourself for sth) to make yourself ready to do sth or for sth that you

expect to happen

3 to make food ready to be eaten; to make a medicine or chemical substance,

for example by mixing other substances together

73. trend [C] a general direction in which a situation is changing or developing

74. identify (identifies, identifying, identified) [V] to recognize sb/sth and be able to say who or what they are

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4 variants of practicing & controlling the text vocabulary & grammar

Variant TWO: text + English-Russian glossary

What is public relations

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Pre-text tasks (1-5): Прочтите текст. Пользуйтесь глоссарием после текста. Обращайте внимание на (1) произношение и значения международных слов, (2) слов, выделенных курсивом, (3) их формы и (4) согласование по числу между подлежащим и сказуемым.

8. Public relations is a profession in transition. In an environment of rapid social change, every organization must change or die. PR practitioners must possess the communications expertise and social sensitivity necessary to help organizations adapt to their changing environments.

9. In many ways, this is a new role for PR practitioners. They are no longer mere technicians who shape and transmit messages from organizations to their publics because PR is now a critical dimension of management. All management now recognize that they themselves practice PR, and they also see that public relations should be part of the management mainstream.

10. To this broadened role, PR practitioner must bring out all of the traditional skills of the craft. The ability to understand public opinion, to plan PR programs, to create effective messages in all media for all organizational publics, and to evaluate PR effectiveness remain crucial areas of talent, skill, and knowledge.

11. PR as it is practiced today, though, demands much more. A full understanding of all communication processes and a complete acquaintance with the methods of management are crucial to the successful practice of PR. Thorough knowledge of the environment of the organization in which the practitioner works is a prerequisite to PR effectiveness.

12. PR is an outgrowth of three factors:

(1) recognition of the power of public opinion;

(2) continuous competition among institutions for public support; and

(3) the development of media through which the public can be reached.

13. Historically, PR has gone through three stages:

(1) manipulation;

(2) information; and

(3) mutual influence and understanding.

Their development was sequential, but all three still exist. PR has generally moved from using any available means to achieve desired public opinion towards informing the public and providing information and counsel to management.

7. The future of PR can be better predicted and prepared for if the trends in the history of PR are identified and understood.

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