- •Ильина о.К., Тычинский а.А.
- •Предисловие
- •Методическая записка
- •Content
- •Marketing communication
- •The role of public relations in the marketing mix
- •Public relations planning in the marketing mix
- •Marketing integration
- •Campaign development
- •Diagnosing the solution
- •Product launches
- •Improving brand equity
- •Public Relations in the future marketing mix
- •Step-by step planning process
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •Marketing integration
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •Internal communication
- •Why communicate?
- •What do people want to know?
- •Some communication techniques
- •Communication and leadership: the bp Oil experience
- •Background
- •Preparing the ground
- •Creating the right attitude
- •1 The right attitude (see Figure 2.2)
- •Attitude Technique Talent
- •2 The communication road map
- •3 The good communicator
- •4 The head office communication forum
- •The virtuous circle
- •Link with human resources
- •Where is bp Oil now?
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •IX. Translate the following text from Russian into English.
- •(Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- •Сommunity relations
- •Background
- •What is community relations?
- •Why bother?
- •Methods used in a community relations programme
- •One piece in the jigsaw
- •Research
- •Strategic objectives
- •Project selection criteria
- •A sponsorship example
- •Donations policy
- •How can the project be developed?
- •Measurement and evaluation criteria
- •Business benefits of the programme
- •Employee participation in the community involvement programme
- •Why bother involving your employees?
- •How do you know that the programme is a success?
- •Internationalising the programme
- •Future developments
- •Conclusion
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Financial public relations
- •How do you define financial public relations?
- •The basic task
- •Corporate public relations
- •What contribution does financial public relations make to the success of a company?
- •What are the rules that govern financial public relations?
- •Why has this business become such a major industry?
- •Investor relations – Is it public?
- •Coordination and consistency
- •A time to speak and time to remain silent
- •How does it fit in with other areas of public relations?
- •In-house or consultancy?
- •Vickers plc – a very brief case study
- •Conclusion
- •A checklist
- •Exercises
- •Corporate public relations
- •Vickers plc – a very brief case study
- •VIII. Translate the following text from English into Russian.
- •IX. Translate the following text from Russian into English.
- •X. Summarize the article “Financial Public Relations”.
- •XI. Solve the following pr problem.
- •Local government and government relations
- •Why central and local government matter
- •Effective public affairs
- •Defining public affairs
- •Central and local government
- •Government
- •Members
- •Local government
- •Gaining access
- •Case studies
- •Bail Bandits – a campaign to change the law
- •The execution
- •Trident – battle of the dockyards
- •Key points
- •Exercises
- •Business to business public relations by Nigel Lawrence
- •The customer rules
- •How do you know it works?
- •The trade press
- •Getting it right
- •Being prepared
- •Getting the good news across
- •Joining forces
- •Conclusion
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Public relations for non-commercial organizations
- •The mission
- •Not-for-profit pr
- •The public presence
- •Partnership – the sum is greater …
- •Provision of services
- •Involvement of interested parties
- •Case studies – the human face
- •Aims, objectives and realization
- •Checklist for a successful campaign
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Involvement of interested parties
- •III. Match the following definitions with the word-combinations below.
- •VI. Translate the following sentences from Russian into English using active vocabulary.
- •VII. Translate the following text from English into Russian.
- •Sponsorship
- •Definition of sponsorship
- •What makes a successful sponsorship?
- •Do’s and don’ts of sponsorship
- •The sponsorship package
- •Sponsorship package checklist
- •The public relations agency agenda
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •The sponsorship package
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Environmental public relations
- •Be aware of public concerns
- •Chemicals industry – in the limelight
- •The Rhône-Poulenc initiative
- •Changing public perceptions
- •Putting the case for recycling
- •Looking to the future
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •(Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- •Glossary a
VI. Translate the following sentences from Russian into English using active vocabulary.
Как в городах, так и в сельской местности благотворительное общество распространяет информацию и раздает информационные листовки пожилым людям и их опекунам, в настоящее время два миллиона штук в год.
Изначально благотворительное общество Help the Agedизыскивало возможности привлечения отдельных организаций-спонсоров, готовых поддержать определенные структуры кампании.
Если благотворительное общество находится на виду, то раскрываются огромные возможности для деятельности связей с общественностью.
Работники, имеющие высокую мотивацию, при поддержке тысяч преданных добровольцев, являются ключевым элементом.
Мы следим за тем, что происходит в парламенте, для того чтобы быть осведомленными о готовящихся к принятию законах.
Был изготовлен телевизионный пресс-релиз.
Компания Eastern искала возможность реального участия в деятельности, а не просто вложения денежных средств.
На случай, если одна из организаций станет жертвой негативной PR-кампании, было достигнуто соглашение, по которому партнеру будет незамедлительно предоставлен полный и открытый инструктаж.
Планируйте мероприятие с учетом вашей целевой аудитории, определите, какой способ более всего подходит для того, чтобы донести ваше послание – конференция, мероприятие с участием известной личности, фотосъемка известной личности, пресс-релиз, реклама или пресс-конференция.
В центре нашего совместного проекта находится область, к которой не проявляется должного внимание, это – проблемы пожилых людей, проживающих в сельской местности.
Какова значимость импровизированного высказывания Саманты Фокс, в котором она называет HelptheAgedсвоим любимым благотворительным обществом.
Give the bilateral translation of the following dialogue.
Каким образом распространение листовок помогает привлечь внимание к деятельности благотворительного общества? – Theleafletsattractmediacoveragebecauseoftheirvalueandaccuracy.
Почему компания Eastern Electricity предпочла реальное участие в деятельности простому вложению денежных средств? – It wanted to be actively involved in improving things for real people in their area.
Получает ли благотворительное общество публичную поддержку со стороны известных личностей? – ManycelebritiesactivelysupporttheworkofHelp the Aged.
VII. Translate the following text from English into Russian.
Charities are non-profit organisations, so profit is not at stake as with other businesses. What is at stake is much more important — survival. Whether they are devoted to finding missing people or helping children, charities need to do all they can to continue their good work and PR can help achieve that, harmoniously.
Good PR can work wonders in enhancing fundraising efforts of charities and can help them in overcoming the growing competition. If there is a continuing need for funding, and a specific purpose for the PR activity then redundancy through success is not a situation charities should find themselves in.
Charities do not offer donors tangible goods which benefit them directly and there is also vast scepticism over how funds are used and whether they are actually benefiting the cause. It follows that a key role for PR is to communicate to both potential and current donors how donations are being spent and to highlight past successes. By publicising the information, charities can seek to gain this mutual trust.
A charity’s status of being in the business of helping people rather than increasing profits can be used to its advantage but that alone is not enough. PR can enhance, broaden and communicate this status, and improve perception. It has been said that “perception is reality.” Whether that is true or not, perception is vital to any business, and even more so for charities who heavily rely on their publics for funding.
Charities must be cautious when using PR and have a specific purpose for it. The outcome should be sufficient success to achieve the charity’s aim, but not so much that the status as a charity becomes redundant. There should be a harmony between the two, and an understanding of the level of success desired.
PR seeks to grow and improve an organisation and ultimately it wants to achieve success for it. But charities must always be seen as being in a position of need, otherwise donations will cease. After all, who would give to a charity that has more money than it knows what to do with? Public trust is a key area to PR, arguably the most important.
(Amy Martinez. Why charity should begin in PR. Behind The Spin. http://publicsphere.typepad.com/behindthespin/2006/06/)
Translate the following text from Russian into English.
Широкая сфера работы в области связей с общественностью включает некоммерческие институты. Цель этих институтов – не получить коммерческую прибыль, а разнообразными способами улучшить условия жизни человека.
Диапазон некоммерческих институтов поражает: от маленьких городских музеев до гигантских международных фондов. Одну категорию составляют членские организации, такие как профессиональные ассоциации. Другой сегмент формируют социальные, культурные, религиозные учреждения и организации здравоохранения. В третью группу попадают образовательные учреждения.
Как бы сильно они ни различались по своим целям, у всех некоммерческих организаций общие проблемы и потребности. Они освобождены от уплаты налогов, при этом в целом перед такими организациями стоит бесконечная задача сбора средств на оплату своих расходов и финансовых проектов.
Роль связей с общественностью в поддержке этих организаций и оказании им финансовой помощи существенна.
(Аги У., Кэмерон Г., Олт Ф., Уилкокс Д. Самое главное в PR. – СПб.: Питер, 2004. С. 252-253)
Summarize the article “Public relations for non-commercial organizations”.
Solve the following PR problem.
According to the Epilepsy Foundation, a lot of people with epilepsy are under age eighteen. But research shows that the majority of today’s youth knows very little or nothing about the disorder – and those who do cling to outmoded myths and misinformation. As a result, teens with epilepsy are often teased, shunned or otherwise treated differently by their peers, affecting self-esteem and school performance.
As a PR practitioner develop a campaign to educate teens and overcome misinformation.
Unit 8