Practicing & Controlling the Text - Vocabulary & Grammar: 4 Variants __36

Variant One: text + English-English glossary _______________________________________36

Variant Two: text + English-Russian glossary_______________________________________42

Variant Three: text + matching English-Russian meanings_____________________________46

Variant Four: text + vocabulary and grammar practice ____________________________50-57

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PART THREE Additional Information on PR

1. Definitions II. Pr as a Process

III. Components & Terms IV. Texts _________________________________58-88

● I. A Variety of Definitions ___________________________________________________58

● II. Public Relations as a Process _______________________________________________60

● III. Components & Terms of PR _______________________________________________61

Some Less Flattering Terms _______________________________________________62

● IV. Additional Texts _______________________________________________________63

IV.1. Global Scope__________________________________________________________63

IV.2. PR Society of America: Official Statement on PR _____________________________64

IV.3.1. Milestones in the History of pr (Timeline)________________________________64

IV.3.2. A Brief History of Public Relations_______________________________________70

IV.4. Four Models of PR_____________________________________________________72

IV.5.1. PR and Management__________________________________________________74

IV.5.2. On pr in Great Britain _______________________________________________74

IV.5.3. Four Essential Abilities________________________________________________75

IV.5.4. Qualities for a Successful Career ________________________________________76

IV.6. Public Relations – from Wikipedia_________________________________________77

IV.7. Texts to be translated from Russian into English__________________________81-88

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Supplement 1 Four forms of the English Verbs _____________________________________89

Supplement 2 Subject-Verb Agreement ___________________________________________91

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Список использованной литературы и словарей________________________________95

Key to Exercises __________________________________________________________97-98

What is public relations

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Part one Analytical Reading

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Pre-text tasks (1-4): Прочтите текст. Пользуйтесь глоссарием после текста. Обращайте внимание на (1) произношение и значения международных слов, (2) слов, выделенных курсивом, (3) их формы и (4) согласование по числу между подлежащим и сказуемым.

1. Public relations is a profession in transition. In an environment of rapid social change, every organization must change or die. PR practitioners must possess the communications expertise and social sensitivity necessary to help organizations adapt to their changing environments.

2. In many ways, this is a new role for PR practitioners. They are no longer mere technicians who shape and transmit messages from organizations to their publics because PR is now a critical dimension of management. All management now recognize that they themselves practice PR, and they also see that public relations should be part of the management mainstream.

3. To this broadened role, PR practitioner must bring out all of the traditional skills of the craft. The ability to understand public opinion, to plan PR programs, to create effective messages in all media for all organizational publics, and to evaluate PR effectiveness remain crucial areas of talent, skill, and knowledge.

4. PR as it is practiced today, though, demands much more. A full understanding of all communication processes and a complete acquaintance with the methods of management are crucial to the successful practice of PR. Thorough knowledge of the environment of the organization in which the practitioner works is a prerequisite to PR effectiveness.

5. PR is an outgrowth of three factors:

(1) recognition of the power of public opinion;

(2) continuous competition among institutions for public support; and

(3) the development of media through which the public can be reached.

6. Historically, PR has gone through three stages:

(1) manipulation;

(2) information; and

(3) mutual influence and understanding.

Their development was sequential, but all three still exist. PR has generally moved from using any available means to achieve desired public opinion towards informing the public and providing information and counsel to management.

7. The future of PR can be better predicted and prepared for if the trends in the history of PR are identified and understood. 1770 печатных знаков

(Источник: Мусихина, с. 221-222)