2.Say wtether it is right or wrong and what is your opinion on the following:

1. The best advice in dealing with the media is to give journalists what they want in the form and language they want. Respond quickly and honestly to media requests for information.

2. Once relationships are established, protect and cherish them.

3. Translate into Russian.

Do not squander valuable relationships by using them for small favors or one-shot story placements. Do not ruin a relationship by expecting a reporter to always do what you want. Take no for an answer. Do not insult your relationship with inappropriate gifts-journalists are sensitive to even the appearance of con­flicts of interest.

1. 4. 1. Read the text.

1. Publicity

Publicity is a broad term that refers to the publication of news about an or­ganization or person for which time or space was not purchased. The appeal of publicity is credibility. Because publicity appears in the news media in the form of a story rather than an advertisement, it receives what amounts to a third-party endorsement from the editor. Since the editor has judged the pub­licity material newsworthy, the public is not likely to perceive it as an adver­tisement. Publicity may, therefore, reach members of an organization's publics who would be suspicious of advertising. Publicity can be divided into two categories: spontaneous and planned. A major accident, fire, explosion, strike, or any other unplanned event creates spontaneous publicity. When such an event occurs, news media will be eager to find out the causes, circumstances, and who is involved. While spontaneous publicity is not necessarily negative, it should be handled through standing plans.

Planned publicity, on the other hand, does not originate from an emer­gency situation. It is the result of a conscious effort to attract attention to an issue, event, or organization. Time is available to plan the event and how it will be communicated to the news media. If a layoff, plant expansion, change in top personnel, new product, or some other potentially newsworthy event is contemplated, the method of announcing it is a major concern. How an organization’s publics perceive an event can determine whether publicity is "good" or "bad."

2. Answer the guestions to the text.

1. Into what categories can publicity be devided?

2. What is spontaneous publicity?

3. What is planned publicity?

4. What determines wherther publicity is “good” or “ bad”?

3. Translate the text into Russian.

1. IV

Glossary of pr and Business Terms.

Read the business terms glossary. Find exact Russian equivalents to these terms.

Ex. The building loans are given out for the period of a building cycle (till 2 years). The borrower regularly pays percent (interest). Then the loan is renewed in the mortgage and the payment of the basic debt begins.

Строительные ссуды выдаются на период строительного цикла (до 2-х лет). Заемщик регулярно выплачивает процент. Затем ссуда переоформляется в закладную и начинается выплата основного долга.

Joint-stock company of an open type is a society (community), which authorized capital is divided (shared) into equal parts – actions (shares) certifying rights of their owners. OJC company conducts enterprise activity on behalf of the shareholders. The shareholders bear responsibility within the limits of cost of the actions (shares).

Акционерное общество открытого типа - общество, уставной капитал которого разделен на равные части (акции), удостоверяющие права их владельцев. ОАО ведет предпринимательскую деятельность от имени акционеров. Акционеры несут ответственность в пределах стоимости своих акций.

The loans for extreme needs are given out by bank for financing of one extraordinary increase of need (requirement) of the client in turnaround means connected to the conclusion of the favorable bargain, reception of the large order and other force majeure.

Ссуда на чрезвычайные нужды выдается банком для финансирования разового экстраординарного увеличения потребности клиента в оборотных средствах, связанного с заключением выгодной сделки, получением крупного заказа и другими чрезвычайными обстоятельствами.

The loans under the mortgage are applied to financing purchase on construction of factories, industrial buildings or purchase of ground. They are designed for long term (15 years and more). The repayment (amortization of the mortgage) is made by monthly payments on the beforehand-established scale. With current of time the part of the next payment going on payment of percents (interests), decreases, and by repayment of the basic debt – is increased.

Ссуды под закладную применяются для финансирования покупки или строительства заводов, производственных зданий или приобретения земли. Они рассчитаны на длительный срок (15 лет и более ). Погашение

(амортизация закладной) производится ежемесячными взносами по заранее установленной шкале. С течением времени часть очередного платежа, идущая на выплату процентов, уменьшается, а на погашение основного долга – увеличивается.

The mobilization credit is a rather new form of crediting entered with the purpose of simplification of operations with the bills. The firm, receiving the bills from the buyers, groups them in a party (set) in forthcoming dates of their payment (maximum 10 days prior to their payment) and writes out one bill to bearer on a total sum of the bills which are included in given party (set).

Мобилизационный кредит относительно новая форма кредитования, введенная с целью облегчения операций с векселями. Фирма, получая векселя от своих покупателей, группирует их в партии по предстоящим датам их оплаты (максимум за 10 дней до их оплаты) и выписывает один вексель на предъявителя на общую сумму векселей, входящих в данную партию.

Leasing as form of financing has essential features and can be considered (examined) as alternative to traditional bank crediting. It is applied to financing rent of the long-term equipment - sea and river courts, companions of communication (connection), motor vehicles, computers, copy machines, and on occasion - real estate. According to the contract about leasing the tenant receives in long-term usage the equipment under condition of entering periodic payments to the owner of the equipment. In the text of the contract the total sum and terms of the bargain, size and periodicity of rent payments, tax privileges, repair and maintenance of the equipment in working order, condition of prolongation of rent and repayment of property by the tenant is defined (determined).

Лизинг. Эта форма финансирования имеет существенные особенности и может рассматриваться как альтернатива традиционному банковскому кредитованию. Применяется для финансирования аренды долгосрочного оборудования - морских и речных судов, спутников связи, автомашин, компьютеров, копировальных машин, а в отдельных случаях - недвижимости. Согласно договору о лизинге арендатор получает в долгосрочное пользование оборудование при условии внесения периодических платежей владельцу оборудования (арендодателю). В тексте договора определяется общая сумма и сроки сделки, размер и периодичность арендных платежей, налоговые льготы, ремонт поддержание оборудования в рабочем состоянии, условия продления аренды и выкупа имущества арендатором.

A-B

Action implementation Any attempt to spread information within a target audience as part of a public relations plan.

Active public People who are aware of a problem and will organize to do something about it.