III. Подберите определение для каждого термина:

1. periodical	a) the reporting of new, events etc.,
2. circulation	b) an official journal with public notices and lists of government
3. newsreel	c) the number of copies of a newspaper, magazine, etc regularly sold to the public
4. gazette	d) a short cinema film of recent events
5. coverage	e) a magazine, etc that is published at regular intervals

IV. Укажите верный ответ согласно тексту:

1. How often was the Acta Diurna posted in the Forum?

a) once a week b) each day c) each month d) twice a week

2. What made circulation of news wider and faster in the mid-15^th century?

a) the invention of printing machine b) the invention of telegraph c) the invention of moveable type d) low price for paint

3. When was the literary journal developed in France?

a) in the late 17^th century b) in the mid-17^th century c) at the beginning of 17^th century

d) after the 17^th century

4. What happened in 1641?

a) journalists were allowed to report home news b) the first journalistic conference was held c) journalists were forbidden to highlight foreign events d) journalists were permitted to highlight foreign events

5. What was the name of the first daily newspaper introduced in the United Kingdom in 1702?

a) the Daily Post b) the Daily Journal c) the Daily Courant d) the Daily News

V. Расположите данные события в хронологическом порядке:

1. Political aspects of press.

2. Evolution of newspapers in China.

3. Preliminary information.

4. The development of journalism in Ancient Rome.

5. European press in the 17^th-18^th centuries.

Text d History of public relations

I. Прочтите текст и укажите, какие утверждения соответствуют тексту т (True), а какие нет – f (False):

1. Most business leaders of the 19^th century expressed either indifference or contempt for the public.

2. The first school of public relations was established by Edward Bernays in 1923.

3. Lee was the first press agent who was open with reporters and who didn’t try to suppress the news.

4. PR business developed rapidly during World War I.

5. Professionalism in the field of PRs was not needed until recent times.

The use of publicity and press against agents in the 19^th century might never have merged into public relations had not been for American corporations. Far from being interested in gaining the public’s goodwill, most business leaders expressed either indifference or contempt for the public.

These attitudes were dangerous during an era when the public was becoming hostile to big business. During the first years of the 20^th century investigative reporters began to write sardonic articles about corruption in business and government. Many of these works were carefully documented and first appeared in magazines in 1902 – 4. It was in this social climate that corporations decided to promote themselves in a positive way. Among the first enterprises that sought favorable publicity were the railroads. They hired the Publicity Bureau, a Boston organization founded in 1900. During the next few years several more organizations were founded simply to create good publicity for corporations. Many were started by newspapermen.

One of the leaders in the development of public relations as a profession was Ivy L. Lee, a business reporter for the New York World. In 1903 Lee left his reporting job to manage the campaign of Seth Low for mayor on New York City. The next year he was hired as a press agent for the Democratic National Committee. In the next few years, after organizing a PR firm, he worked as publicity director for the Pennsylvania Railroad and for mine owners in Pennsylvania whose employees were on strike. Instead of trying to suppress the news, Lee was open with reporters.

World War I forced government into the PR business. In 1917 President Woodrow Wilson authorized creation of the Committee on Public Information, headed by George Creel. At a time when there was no radio or television, the committee conducted a national campaign to mobilize public support meetings in major cities as Charlie Chaplin and Mary Pickford arose patriotism.

In the period after the war there was a rapid growth of public relations as an industry. The journalist Walter Lippmann published his book “Public Opinion” in 1922. a year later Edward L. Bernays published “Crystallizing Public Opinion”, the first book on public relations as a profession. Many of today’s large public relations firms were founded in the years immediately after World War I.

After World War II the public relations industry grew and prospered. By the late 1980s there were more than 2.000 PR firms in the United States and many more in other countries. Proffessonalizaion was encouraged by the founding of the Public relations Society of Americas (PRSA) in 1948 by combining the National Associations of Public Relations Counsel (founded 1936) and the American Council on Public Relations (1939). Early schooling for PR was mostly in the journalism departments of universities. Edward Bernays taught a PR course at New York University in 1923, three years after the subject was included in the curriculum at the University of Illinois. The first school on Public relations was established by Boston University in 1947.

II. Cоставьте возможные словосочетания:

1. conduct	a) somebody’s goodwill
2. press	b) way
3. gain	c) growth
4. positive	d) meetings
5. rapid	e) agents

III. Заполните пропуски, используя следующие слова:

a) magazines b) article c) reporter d) enterprise e) news:

1. His … is the biggest in our region.

2. I want to be a … .

3. Who is the author of this …?

4. What … do you usually buy?

5. This … is very bad.