Vocabulary

ancient — древний invention — изобретение existed — существовали numerals — цифры pictograms — пиктограммы caves — пещеры

wall paintings — наскальные рисунки temples — храмы

pictorial messages — сообщения в картинках leather — кожа papyrus — папирус holy books — священные книги

to create an understanding of their faiths — создать понимание их ве­рований

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public relations techniques — технологии PR

vikings — викинги

explore new lands — исследовать новые земли

to decorate — украшать

sails — паруса

identified them — выделяли на фоне других

battle — сражение

shield — щит

army uniforms — армейская форма

sailing ships — парусные суда

corporate identity — корпоративная идентичность

corporate colour — корпоративный цвет

to recognise — узнавать, различать

civilisation — цивилизация

Questions to the text

1. Is PR an american invention according to the author?

2. What is said about numerals?

3. What is said about pictorial messages?

4. What did ancient people write on?

5. Why holy books are considered to be a form of public rela­tions?

6. What PR techniques did Greeks and Vikings used?

7. Why were army uniforms invented?

8. Where (in what industry) is corporate identity the most visi­ble?

9. Why red London bus has become a symbol of London?

Exercise E. True /false

1. PR is an American invention.

1. Coca-cola, Hollywood and Mickey Mouse are Greek inven­tions.

2. Pictogras were before there were alphabets and numerals.

3. Ancient people wrote on stone, papyrus and leather.

4. Ancient people tried to create an understanding of their faiths.

5. PR techniques are hundred years old.

6. Kings led armies with a military uniform on their shields.

7. Corporate identity is very important in the world of transport.

8. Public is as new as Egyptian civilization.

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Exercise Form the noun according to example:

Example: Invent— invention

Distribute — Manipulate — Relate — Donate — Communicate —

Exercise F. Discussion

1. What corporate identity colours in your country can you think of? (think of large supermarkets, fast-food restaurants, gas-stations,etc.)

2. Do you agree with the author that holy books are a form of PR for faiths? Do they create understanding?

3. Red bus is the symbol of London. What is the symbol of your city?

Exercise G. Read and retell.

History of house journals

If we go back only 150 years, we find the house journal one of our oldest forms of created public relations. Charles Dickens records the Lowell Offering, edited by the women working in a cotton mill in New England. When Singer began selling sewing machines in America in 1855, he published his Gazette to teach his customers how to use a sewing machine.

The Lever brothers, who made soap from the fat of cattle imported from America to Liverpool, published an employee journal a hundred years ago. They also built the garden city of Port Sunlight for their workers. About the same time the Manchester Co-Operative Society published one of the first house journals.

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Lesson 3. PR, ADVERTISING AND MARKETING

Text A How Does Public Relations Differ From Advertising? Text В PR, Marketing, Sales Promotion, Publicity, Propaganda

Text A How Does Public Relations Differ From Advertising?

PR is not a form of advertising and is a much bigger than ad­vertising. This is because PR relates to all the communications of the organisation and advertising is mainly limited to the market­ing function.

Public relations is neither 'free advertising' nor 'unpaid-for advertising'. There is nothing 'free' about PR: it is time-consum­ing and time costs money. This money may be represented by ei­ther staff salaries or consultancy fees. If a story appears in the news column its value cannot be counted by advertisement rates for space or time because editorial space and radio or television programme time is priceless.

Advertising may not be used by an organisation, but every or­ganisation is involved in public relations. For example, a fire bri­gade does not advertise for fires or even advertise for its services, but it does have relations with many publics.

Public relations works with everyone and everywhere and adver­tising is limited to special selling and buying tasks such as promot­ing goods and services or recruiting staff. Public relations has to do with the total communications of an organisation, it is more ex­tensive than advertising. Sometimes PR may use advertising which is why PR is neither a form of advertising nor a part of advertising.

Another difference lies in the finances of the two. There are several ways in which advertising agencies receive their income, but basically the commission system is universal, agencies receiv­ing commission from the media on the space or air time which they buy. The PR consultancy can sell only its time and expertise, and fees are charged according to the work made. Moreover, in advertising most of the budget is spent on media and production costs whereas in PR most of the money is spent to pay staff spe­cialists or consultants.

Adapted from the text by F.Jenkins