Vocabulary

the opposite is true — обратное верно

share services — совместно пользуются услугами

to employ full-time staff — набирать постоянный штат

large department stores — большие универмаги

all the year round — круглогодично

may be preferable — может быть предпочтительным

to handle it through — работать через

internal PR department— собственный (внутренний) отдел по связям с общественностью

it does not pay to have an in-house PR department — нерентабельно иметь собственный департамент по связям с общественностью

can make creative advertisements — может создавать креативную рек­ламу

all-rounder — универсал, мастер на все руки adviser — советник

source of information — источник информации speaks on its behalf — говорит от ее имени

mass market product manufacturer — производитель товаров для мас­сового потребителя to be alike — быть похожими

with certain publics — с определенными аудиториями full-time PR specialist — специалист по связям с общественностью, ра­ботающий на полную ставку duties — обязанности local authorities — местные власти to predominate — доминировать

Questions to the text:

1. When is it necessary for a firm to choose an advertising agency?

2. Why is it necessary to hire an advertisement agency?

3. What organizations will need an advertisement specialists all year around?

4. Where should the PR impulse start?

5. How many people should be in the PR department?

6. Can duties of a PR specialist be handled by someone else?

7. Where is most of PR work conducted?

8. Where is most work conducted in the world of advertising?

Exercise A. True or false

1. When a company is beginning to spend a lot of money on PR manager it is time to handle it by an advertising manager.

2. The clients of advertising agency share specialist services of the advertising agency staff.

3. Large deparment stores and big travel agents need expensive ad­vertising staff all the year around.

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4. It may be preferable to handle PR work through an internal PR department when a company has a lot of PR work.

5. The consultancy is useful when special skills are wanted.

6. Consultants can help when a big travel agent does not have ex­pensive staff.

7. PR departments are not better than a PR consultancy.

8. A large organization will never use consultancy.

9. Advertisement agency can buy advertisement space cheaper.

10. The PR impulse must start in the advertisement agency.

11. The PR department may consist of no more than a PR manag­er and a secretary.

Exercise B. Write sentences with these expressions:

1. the opposite is true;

2. to employ full time staff;

3. large department store;

4. all the year around;

5. to handle something

6. it does (not) pay to have;

7. vice versa;

8. source of information;

9. to speak on someone's behalf.

Exercise C. Translate into English:

1. Клиенты вместе пользуются услугами специалистов реклам­ного агенства вместо того, чтобы нанимать на полный рабо­чий день собственный персонал.

2. Большие универмаги и туристические агентства нуждаются в собственных специалистах по рекламе круглый год.

3. Иногда консультанты могут быть предпочтительнее, чем соб­ственный отдел PR.

4. Большие объемы работ по PR предпочтительнее выполнять при помощи собственного отдела.

5. Большие организации наверное будут основывать собствен­ные отделы PR и пользоваться услугами консультантов.

6. Специалист по связям с общественностью — это всесторон­не развитый человек, советник и планировщик кампаний.

7. Компания является источником информации и творчества для специалиста по PR. Чем больше менеджер по связям с общественностью знает об организации— тем лучше.

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8. Производственная компания может тратить очень немного средств на рекламу и инвестировать в PR.

9. Самое главное, чтобы менеджмент использовал PR, потому что ему нужен контакт с определенной аудиторией.

Exercise D. Discussion

1. Do you think that it is dangerous for a company to use outside consultancy because the same agency can work for its' compet­itors?

2. Do you agree that the PR impulse must start at the top? What if the management does not know what PR is?

3. What is bad and what is good if PR responsibility is shared by a secretary?

Text В PR Manager and the Management

By F. Jefkins

How the can PR manager and Management cooperate: PR manager and management should cooperate in the follow­ing manner:

• The PR manager should be a competent professional prac­titioner so that he or she is respected by management as an ex­pert in the field.

• The PR manager should know everyone and be known by everyone, so that information can be received at all times from all sections of the organisation.

• The PR manager should create external lines of commu­nication, so that he or she has the image of a reliable source of material for journalists.

• The PR manager must keep top management well prepared for interviews, speeches and public occasions.

(e) Management must keep the PR manager fully informed — in advance and by direct contact — which means that the PR man­ager must have access to management.

PR manager needs to be positioned so that he or she is re­sponsible to top management and serves all departments of the organisation.

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				Chief
				Executive
Public Relation Director						Marketing Director
									Marketing Manager.
						Sales Director
			—						Sales Manager
	PR Manager
						Export Director
									Export Sales Manager
	PR consultancy
					—>	Production Director
	The media								Production Manager
						Personnel Director
									Personnel Manager
						Finance Director

Management must be able and willing to communicate, and the PR manager may have to arrange rehearsals before press re­ceptions, and rehearsals before TV interviews.