800-Английский язык в системе коммуникаций

such as personalized pitches, press trips, fam tours, and trade shows; photography,

film and video production; and special events.

7. Найдите в тексте и запишите английские эквиваленты следующих русских слов и словосочетаний:

1.современный

2.знаменитость, звезда

3.планирование, составление графика

4.выставка, ярмарка

5.пользующийся большим успехом, первоклассный

6.любительский

7.первая полоса, первая страница

8.внутри компании, на месте

9.презентация товара

10.ознакомительная экскурсия, поездка

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Вариант II

1. Заполните пропуски словами, подходящими по смыслу. Переведите предложения.

Inside PR. How can PR people use LinkedIn

As with any other (1)_______, the secret to using LinkedIn is (2)________. Focus on specific (3)_______ and work out how LinkedIn can meet them. Whether you wish (4)______ client news, connect with (5)________, or get another

(6)________ (which might be a necessity as redundancies increase), it is

(7)________ to target your audiences and tailor your (8)________. As well as

(9)________, the site is a forum for (10)________ between professionals in PR. It is the news platform for (11)________ in this growing field. Many don't like (12)_______ of Facebook and want a social media (13)________ that is more serious. LinkedIn fills that (14)________.

2.Соотнесите следующие определения с терминами из сферы PR. Переведите эти определения и соответствующие им термины.

1.A written announcement issued to the news media and other publications that seeks to draw the public attention of a company’s developments.

2.Online social networks refer to internet applications such as MySpace, Flickr and Facebook that help connect friends, students and complete strangers.

3.Other organisations that represent a threat to a particular business.

4.The planning, carrying-out and the analysis of a PR plan of action.

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5.The creative method for producing a multitude of ideas on a given subject or problem, generally recorded for future evaluation and use.

6.A written comment prepared for the purpose of responding consistently to any question from the media regarding a particular controversial issue.

7.The efforts of a publicly-held company to communicate with shareholders, security analysts, institutional investors and stock exchanges.

8.A poll that measures the response to a question about a controversial topic.

9.An article that gives detailed information on an issue, a trend, a situation, an industry, a company or organisation, or a person.

10.The organisation or person who employs a PR consultancy.

11.A pejorative reference to journalism that features unethical or

unprofessional practices by news media organisations or journalists.

___________________________________

feature, yellow press, official statement, press release, financial PR, social networking, opinion poll, competitors, brainstorming, client, campaign

3. Прочитайте текст. 1)Переведите слова и словосочетания в скобках. Запишите русские слова и словосочетания и их английские соответствия.

2) Запишите значения выделенных предлогов в данном тексте

What is PR?

Britain's business leaders are often asked (1, определить самые важные факторы) in, and biggest risks to, building (2, успешные организации). They rate reputation as (3, самое ценное достояние компании) asset - in fact, they rate it considerably higher than they do a company's (4, финансовый результат деятельности).With a crucial (5, ответственность) for both an organisation's identity and its reputation, public relations (6, играют важную роль) in all successful businesses.Public relations is the discipline which looks after reputation, with the aim of (7, заработать понимание и поддержку and influencing opinion and behaviour. Effective PR can support organisational success (8, многими способами): from helping (9, добиться преимущества) by reducing barriers to competition to opening new markets; from attracting the

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best recruits and business partners to enhancing access (10, к финансированию и

инвесторам); and from creating a premium value for products and services (11,

до защиты бизнеса во времена кризиса).

4. Заполните пропуски в письме подходящими по смыслу словами. Перепишите текст письма и переведите на русский язык. Подчеркните

вставленные слова. (Выполняйте это задание после того, как Вы прочитаете тексты по деловой переписке на с.13-14 и ознакомитесь с клише по деловой переписке в приложении II на с.49-51 )

4. Заполните пропуски в таблице словами с тем же корнем. Воспользуйтесь словарём и перечнем суффиксов и префиксов в приложении II (с.37 ). Запишите заполненную таблицу с переводом.

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6. Перепишите и письменно переведите на русский язык следующий текст

Military PR

Military PR is no different from any other public relations, just our product is different. We use the same tools, we compete for the same news space, and we approach PR problems in the same way as practitioners in the private sector do. The basic process is the same: research, planning, implementation, and evaluation.

The military services have an elaborate public information service network. Its principal functions are:

∙to provide information about military policies and operations,

∙encourage recruiting,

∙maintain good relationships between military installations and their surrounding communities, and

∙distribute news about individuals in the service.

There is a greater emphasis on internal audiences in the military. There is also a more complex organizational structure to deal with in the military, and more people are usually involved in addressing PR issues. Often our activities are scrutinized by local, national, and international news organizations. The result is that doing PR work in the military is often more demanding than in the private sector. The Navy has tremendous respect for public relations as a discipline, and it takes a strong, aggressive approach to public affairs issues.

Today’s environment requires a high degree of professionalism among military public affairs officers, including high ethical standards as well as a solid educational foundation. There were many excellent public affairs officers doing their jobs very effectively. However, most of them were former news reporters who had

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no formal public affairs training. The demands of the field today require professionals specifically trained in military public affairs.

The military attracts more media attention than most other organizations. There are more military reporters than ever before, and many – if not most – have very little experience with military operations when they first come to us. It requires a constant educational process. During Vietnam and the Persian Gulf War, Americans had a war in their living rooms. Coverage of a crisis is virtually instantaneous.

The way in which the US military forces presented and distributed information about the Persian Gulf War between the allied coalition and Iraq is a graphic example of government public affairs in operation. The carefully designed content of the military briefings and the manner in which military commanders limited reporting by media correspondents strongly influenced the picture of war operations received by the public.

8. Найдите в тексте и запишите английские эквиваленты следующих русских слов и словосочетаний:

1.уважение

2.военные операции

3.вовлекать, вкладывать

4.конкурировать, состязаться

5.бывшие репортёры

6.этические нормы

7.поощрять, поддерживать

8.внимание

9.подход, суть / сущность

10.содержание

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Приложение I

Грамматические таблицы

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Таблица 2

Видовременные формы английского глагола

The Passive Voice

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39

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