Вариант 2

I. Вставьте в пробелы артикли и переведите предложения на русский язык.

1. If you went to __ shop to buy __ bar of soap, you did not know who

2. had made ___ soap and you did not know if ___ soap was safe or dangerous.

3. __ first Penguin books were __ risky business venture.

4. __Babel is __European PR agency operating in __ telecoms, media and technology sectors.

II. Перепишите предложения, подчеркните слова, свидетельствующие об определенности, вероятности, возможности или невозможности события, уверенности в совершении ошибки. Переведите предложения на русский язык.

1. Easyjet should have much higher sales next quarter.

2. It shouldn't be difficult to book a flight at this time.

3. The price of aircraft fuel certainly won't fall in the short run.

III. Составьте пресс-релиз о любом событии или новом продукте компании в вашем городе (См. Приложение).

IV. Прочитайте и устно переведите текст. Выпишите из него 10 ключевых слов. Перепишите из текста на английском языке 2-й и 3-й абзацы и переведите их на русский язык письменно.

Types of PR Work

1. Corporate PR is the most widespread type. PR work in corporations is connected mostly with image, internal and external atmosphere of the company. Every firm, every company has an image (what it looks like from the outside). Most of these images are unplanned, made up of the style of doing business, the attitude of the staff, the way customers and suppliers are treated, or even the appearance of the buildings. Image is a result of a host of such impressions, major and minor.

2. Inevitably, businesses find themselves faced with a change in circumstances, and this can be used to trigger a fresh look at how to turn an image into identity. The occasion could be when a new company is founded, or there is an acquisition or merger or new ownership. It could also happen due to a change of its function, or a need to correct market perception when it is not commensurate with market share. Perhaps there is a need to motivate staff that has been through a moral-sapping experience. Maybe the competitive position needs to be improved.

3. Repositioning in the market can be a pressing need. Possibly there is a problem in recruiting the right caliber of senior staff. These are the main problems with which corporate PR deals with.

4. As PR people know, many story ideas for newspapers, magazines and television news often start with a suggestion from a PR person. If things work out, a reporter or editor will, at best, write a positive story with the company as a key feature or, at minimum, include the company’s name somewhere within an industry-focused article.

Вариант 3

I. Вставьте в пробелы артикли и переведите предложения на русский язык.

1. __ slogan is __short phrase written by __ advertiser which attempts to define the qualities of __ product.

2. __mass production could not be justified without __international distribution, which, in turn, needed ___support of strong advertising.

3. What you need is __thorough grasp of __pros and cons of __ complete range of media relations techniques.

II. Перепишите предложения, подчеркните слова, свидетельствующие об определенности, вероятности, возможности или невозможности события, уверенности в совершении ошибки. Переведите предложения на русский язык.

1. The situation may improve in the longer term.

2. The airline might outsource its catering to reduce costs.

3. They can't be in financial difficulty - their profits are up.

III. Составьте пресс-релиз о любом событии или новом продукте компании в вашем городе (См. Приложение).

IV. Прочитайте и устно переведите текст. Выпишите из него 10 ключевых слов. Перепишите из текста на английском языке 2-й и 3-й абзацы и переведите их на русский язык письменно.

Community relations

1. Community relations programmes have many definitions, cover varying objectives and are usually based on either a focused or scatter-gun approach. However, all professionally developed programmes have one thing in common - they are all designed to have a measurable impact on the overall perception of the company, by both its external and internal audiences - in other words, a measurable direct bottom line benefit.

2. This is achieved by utilizing the professional skills of a public relations expert who is capable of demonstrating the achievable benefits of the community relations discipline and can highlight the added value of such a programme to a company's overall business objectives.

3. The need to link a company's community programme to its overall business objectives is a fundamental assumption. How­ever, this is not always the case. In the past, patronage (defined as a donation where the company gets no direct benefit) and the 'Chairman's wife syndrome' greatly influenced a community re­lations programme. But, following the recent recessionary pe­riod, when company budgets were squeezed, most companies now aim to maximize community programmes by adding value to - in many cases - a reduced budget by examining all commu­nity expenditure and devising strategies focused on maximizing the benefits. One consequence of this is that corporate philanthropic dona­tions have decreased as marketing spending is concentrated on more proactive sponsorship activities.

4. A further trend is that companies are now realizing the advan­tages of involving their employees in deciding how the commu­nity should be supported and which activities will form the key focus areas.