1. Read and translate the text

Public relations professionals manage image for a company or individual such as scheduling publicity tours.

A basic definition of public relations is to shape and maintain the image of a company, organization or individual in the eyes of the client's various "publics." What is a "public" exactly? A public, in PR terms, is anyone who ever has or ever will form an opinion about the client.

Depending on the nature of the client's work, these publics could include clients, potential clients, voters, members of the local community, members of the media, students, parents of students, online fans groups, foreign citizens - the list is endless.

Public relations success requires a deep understanding of the interests and concerns of each the client's many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the PR trade: publicity.

Entrepreneur.com defines public relations purely in terms of publicity work, describing PR as "Using the news or business press to carry positive stories about your company or your products; cultivating a good relationship with local press representatives".

In many cases, the chief duty of the public relations professional is to draft press releases, which are sent to targeted members of the media. But to limit the scope of the public relations definition to publicity alone would be to underestimate the growing influence and reach of PR.

For example, Undersecretary of State Karen Hughes is scheduled to speak at the Public Relations Society of America's annual conference about "public diplomacy," a branch of government public relations. Public diplomacy is shaping the image of a nation (in this case, the United States) in the eyes of both traditional allies and enemy states.

Today's public relations professional does much more than sit behind a desk faxing out press releases. More than ever, he's the public face of the client. It's the PR professional who organizes community outreach and volunteer programs. It's the PR representative who cultivates relationships with potential investors. And it's the PR executive who goes on the cable TV news program to answer the tough questions.

2. Translate and transcribe the following words, learn them by heart. Find the sentences where they were used and write them out.

Individual, to schedule, publicity tour, basic definition, to maintain, public, potential clients, a voter, to require, concern, a tool, publicity, duty, to draft, to target, limit, to underestimate, annual, to shape, an ally, community, executive, cable, tough.

3. Fill in the gaps using the words from the given below. Change the form if necessary.

Individual, to maintain, to require, a tool, duty, to target, annual, an ally, tough.

1. Besides the chief … PR professional do a lot of other work: communicate with potential clients, write press releases, etc.

2. Either … or big companies can become PR professionals’ clients. They only need to have the product and be eager to advertize it.

3. The audience … interesting advertizing campaigns in order to believe that the product is really worth to be bought.

4. The hardest task in PR is to … the image of a company after you have created it.

5. PR executives have got used to come across with difficult clients and answer the… questions of the potential investors.

6. During an … meeting all the PR executives of NGK International shared their experience and debated about the weak points of advertising companies.

7. The most powerful … in the work of PR agents is publicity, which they use for the full volume.

8. Traditional … and enemies should know weak and strong sides of the partners.

9. The … members of the media often receive high quality press-releases, produced by the executives.