Vocabulary

demands on PR consultants — требования к PR-специалистам

oracles — оракулы, ясновидцы

perform miracles — совершать чудеса

experience — опыт

to be adaptable — быть гибким

to accept — принимать

one never stops learning — никогда не нужно прекращать учиться

ability— способность willingness — желание background — прошлое, послужной список all kinds of people — разными людьми

tolerating people — быть толерантным (терпимым) с людьми to flatter — хвалить

patient planning — размеренное (спокойное) планирование integrity— честность imagination — воображение creativity — креативность house journal — корпоративный журнал script for a film — сценарий для фильма to evaluate — оценивать to set targets — устанавливать цели define objectives — определять задачи

to estimate the working hours — оценивать затраты рабочего времени manpower — рабочая сила

to establish and maintain — устанавливать и поддерживать to monitor outside opinion — следить за посторонним мнением solutions — решения

Questions to the text:

1. What are the demands on PR managers?

2. Should PR professionals be adaptable?

3. What is meant by 'ability to get along with all kinds of people'?

4. What is said about 'integrity'?

5. In what spheres creativity is important?

6. What are the responsibilities of PR manager?

7. What are the tasks of PR manager?

Exercise A. True or false

1. PR specialists are often regarded as oracles and expected to be experts in everything.

2. In PR one never stops learning.

3. Ability to get along with all kinds of people is an important quality of a PR specialist.

4. The background of PR specialist is not important.

5. Personal integrity in professional and private life is important quality of a PR specialist.

6. Setting targets and defining objectives are among the responsi­bilities of a PR man.

7. PR manager has to choose publics, media and time for opera­tions.

8. PR manager has to monitor outside opinion.

9. PR manager has to be an oracle and advise management on communication problems.

Exercise B. Finish the sentences:

1. PR managers are often regarded as...

2. No matter how great the intelligence of PR managers, they can never be...

3. The ability and the willingness to find out are...

4. The following qualities make a good PR specialist...

5. Ability to communicate is...

6. Responsibilities of the PR manager may be defined as...

Exercise C. Translate into English:

1. Есть много качеств, которые очень важны для специалиста по PR. .

2. Эти качества не зависят от профиля специалиста по PR.

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3. Способность к коммуникации — это умение объяснять при помощи речи, письма или посредством визуальных средств.

4. Менеджер по PR должен уметь организовывать и планиро­вать без спешки.

5. Честность очень важна как в профессиональной, так и в лич­ной жизни.

6. Для менеджера по PR очень важна креативность.

7. Важным качеством для PR-менеджера является умение про­водить исследования и оценивать результаты PR компании.

8. PR менеджер ответственен за определение целей и задач PR-деятельности.

9. Задачей PR-менеджера является создание и поддержание по­ложительного имиджа у организации, а также ее политики, продуктов и услуг.

10. PR-менеджер должен проводить мониторинг мнений о ком­пании и сообщать их руководству.

Exercise D. Discussion

1. Do you agree that integrity is a very important personal qual­ity of a PR manager?

2. Do you agree that PR manager and not top management is re­sponsible for setting targets for PR operations?

3. Do you think that maximum understanding and knowledge of the company, its policies and activities is necessary for a com­pany in your country? Find examples, when openness can be dangerous for business.

Exercise E. Translate into Russian.

Working Conditions of PR specialist

"Some public relations specialists work a standard 35- to 40-hour week but they often work overtime. Sometimes they must be at work around the clock, especially if there is a crisis. Public relations offices are busy places, work schedules can be irregular. Schedules often have to be rearranged so that workers can deliver speeches, attend meetings and community activities, anc travel."

From the U.S. Department of Labor, Bureau of Labor Statistics Occupational Outlook Handbook

126 .

Text В

Public Relations Specialist in the USA

There are no standards for entry into a public relations ca­reer. A university education combined with public relations expe­rience, usually after an internship, is an excellent preparation for public relations work. Internships are becoming necessary to re­ceive a position. The ability to communicate effectively is essen­tial. Many entry-level public relations specialists have a college de­gree in public relations, journalism, advertising, or communication. Some firms seek college graduates who have worked in broadcast or print journalism. Other employers seek employees with good communication skills or experience in a field related to the firm's business, for example, health, sales, or finance.

Many colleges and universities offer bachelor's and master's degrees in public relations, usually in a journalism or communica­tions department.

A common public relations education includes courses in pub­lic relations principles and techniques, public relations management and administration. PR education includes courses on writing, with a special attention to news releases, proposals, annual reports, scripts, speeches, visual communications, including desktop publish­ing and computer graphics. In the research module future PR spe­cialists study social science research and survey design. Courses in advertising, journalism, finance, political science, psychology, so­ciology, and creative writing are also helpful. Specializations are offered in public relations for business, government, and non-prof­it organizations.

Many colleges help students have part-time internships in pub­lic relations that provide experience and training. Membership in local chapters of the Public Relations Student Society of America in student chapters of the International Association of Business Communicators provides an opportunity for students to exchange views with public relations specialists and to make professional contacts that may help them find a job in the field. A portfolio of published articles, television or radio programs, and other work is important in finding a job. Writing for a school publication or television or radio station provides valuable experience and mate­rial for one's portfolio.

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Creativity, initiative and the ability to communicate thoughts clearly and simply are essential in this profession. Decision-mak­ing, problem-solving, and research skills also are important. People who choose public relations as a career need an outgo­ing personality, self-confidence, an understanding of human psy­chology, and an enthusiasm for motivating people. They should be competitive, yet able to function as part of a team and open to new ideas.

Adapted from Bureau of Labor Statistics, Occupational Outlook Handbook, USA