that quotes a survey showing that eight out of 10 serious coffee drinkers prefer Expresso Unlimited; and (8) creating a home page on the Internet that would include pictures of famous people drinking a cup of coffee.

Prepare a memo outlining the legal and regulatory factors that should be considered in implementing the above activities.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 241)

13. Урок 13 (Unit 13) Corporations

1.Starting up

1.What problems do big companies face in their work?

2.What should a public relations specialist bear in mind working for a big corporation?

2.Listening

Listening 13.1.

Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the public’s perception of big companies? Answer these questions.

1.What should corporations do for the public to think positively of them?

2.What are the challenges in downsizing?

Complete the extract of what Bob says about the public’s perception of big companies

today.

Well, naturally, a company's _________ are important. But what also matters a lot, if not more, is how people ________ a company's conduct. A corporation's actions could be completely

________, technically sound, and financially efficient, and still some segments of the public would perceive it as cold, greedy, and corrupt. One job of public relations people is to see that this does not ________. The practitioner must work within the company to ________ constructive and socially aware behavior, and he or she also has to work outside the company to convince the public that the firm is really a caring _________ _________. Our job is especially difficult when a corporation announces large-scale _________. Obviously, this can only increase the public's distrust.

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