МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ

ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ БЮДЖЕТНОЕ ОБРАЗОВАТЕЛЬНОЕ

УЧРЕЖДЕНИЕ ВЫСШЕГО ПРОФЕССИОНАЛЬНОГО ОБРАЗОВАНИЯ

«ВОРОНЕЖСКИЙ ГОСУДАРСТВЕННЫЙ УНИВЕРСИТЕТ»

(Факультет журналистики)

Контрольная работа

выполнил(а):

проверила:

Юмашева В.В.

Воронеж

2015 Контрольная работа № 3

II. Read the text (ex. IV) and answer the questions.

1. What society do we live in? - We live in the pluralistic society.

2. What does public relations (PR) contribute to? - PR helps our society to reach decisions and to function more effectively by contributing to mutual understanding among groups and institutions.

3. What aim does it serve? - PR serves to bring public and public policies into harmony.

4. Can you name the institutions PR serves? - PR serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals and educational and religious institutions.

5. What relationships does PR help to establish? - PR helps to establish effective relationships with many different audiences and with society at large.

6. Is there a need for managements to understand the attitudes and values of their publics? - Attitudes and values of the publics create the policy of company or the image of company or foundation at large.

7. How are institutional goals shaped? - PR practitioner must establish and ensure them. It’s the meaning of his job. PR practitioner helps to translate private aims into reasonable, publicly acceptable policy taking into account the attitudes and values of the publics.

8. How does the PR practitioner act? - PR practitioner acts as a counselor to management, and as a mediator, helping to translate private aims into reasonable aims.

9. What impacts the operation and plans of the organization? - Attitudes and values of the publics might impact, for good or ill, the operation and plans of the organization.

10. With regard to what questions does PR practitioner counsel management? - PR practitioner acts as counselor to management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.

11. What programs do PR practitioners conduct? = PR practitioners conduct a lot of programs such as anticipating, analyzing and interpreting public opinion and researching, conducting and elevating, on a continuing basis, programs of action and communication to achieve informed public understanding necessary to the success of an organization's aims. These may include marketing, financial, find-raising, employee, community or government relations and other programs.

12. Is PR concerned with the influence and change of public policy? - It necessary to planning and implementing the organization's efforts.

13. How are PR practitioners involved in managing the recourses? - PR practitioners are setting objectives, planning, budgeting, recruiting and training staff, developing facilities - in short, managing the resourses needed to perform the organization's aims.

14. What knowledge is required in the professional practice of PR? - Examples of the knowledge that may be required in the professional practice of PR include communication arts, psychology, social psychology, sociology, political science, economics and the principles of management and ethics. Technical knowledge and skills are required for opinion research, public issues analysis, media relations, direct mail, institutional advertising, publications, film/video productions, special events, speeches and presentations.