МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ

Нижегородский государственный университет им. 

Национальный исследовательский университет

СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ:

АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ

ЧАСТЬ 2

Учебно-методическое пособие

Рекомендовано методической комиссией факультета международных отношений для студентов ННГУ, обучающихся по специальности

030602 «Связи с общественностью»

Нижний Новгород

2012

УДК 4

ББК 143.21я.73

С-25

С-25 СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ: АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ. ЧАСТЬ 2. Составители: , : Учебно-методическое пособие. – Нижний Новгород: Нижегородский госуниверситет, 2012. – 31с.

Рецензент: д. полит. н., профессор

Учебно-методическое пособие содержит оригинальные тексты из периодической печати, Интернета и специальной литературы на английском языке. Оно предназначено для работы со студентами 4-го курса, обучающимися специальности «Связи с общественностью», по развитию навыков чтения, говорения, реферирования, ведения дискуссии на базе отобранного языкового материала по темам «Связи с общественностью», «Этика и PR», «Брэндинг».

Ответственный за выпуск:

председатель методической комиссии факультета международных отношений ННГУ, к. и.н., доцент

УДК 42.8(07)

ББК 143.21я.73

© Нижегородский государственный

университет им. , 2012

Contents

Введение 4

UNIT I. PR AND SOCIAL NETWORK 5

Pre-reading tasks 5

Reading 5

After-reading tasks 6

Speaking 8

UNIT II. PUBLIC SPEAKING TIPS 9

Pre-reading tasks 9

Reading 9

After-reading tasks 10

Speaking 12

UNIT III. ADAPTABILITY IS THE KEY TO SUCCESSFUL PR 13

Pre-reading tasks 13

Reading 13

After-reading tasks 15

Speaking 16

UNIT IV. PRSA CODE OF ETHICS 17

Pre-reading tasks 17

Reading 17

After-reading tasks 18

Speaking 20

UNIT V. ETHICAL GLOBAL PR: A CASE STUDY 21

Pre-reading tasks 21

Reading 21

After-reading tasks 23

Speaking 25

UNIT VI. BRANDING 26

Pre-reading tasks 26

Reading 26

After-reading tasks 28

Speaking 30

Введение

Настоящее учебно-методическое пособие по английскому языку предназначено для студентов четвертого курса факультета международных отношений, обучающихся по специальности «Связи с общественностью».

Пособие составлено в соответствии с программой курса английского языка для высшей школы, построено на материале аутентичных текстов, освещающих проблемы связей с общественностью, предназначено для совершенствования навыков реферирования и перевода, развития всех видов коммуникативного чтения и говорения. При работе со статьями студенты приобретают навыки лексико-семантического анализа текста, конспектирования и компрессии прочитанного материала, составления тезисов. Аутентичные материалы данного пособия позволяют помимо отработки, закрепления и обобщения лексического материала расширить кругозор студентов и ознакомить их с интересными аспектами и новыми инструментами современного пи ара.

Учебное пособие содержит шесть тем, рассчитанных на один семестр. Для углубления знаний по изучаемому материалу предлагается подборка тематических фильмов в интернете с тестовыми заданиями и тематические сайты. Таким образом, пособие предполагает использование новых информационных технологий в процессе работы.

Предлагаемая к текстовому материалу система лексико-грамматических упражнений, а также коммуникативных упражнений способствует активному усвоению лексических единиц по темам, а также имеет своей целью развитие и совершенствование навыков монологической и дискуссионно-диалогической речи в рамках предложенной тематики.

Основной методологической базой учебно-методического пособия является коммуникативный подход к обучению и творческая работа студентов.

Последовательность и полнота выполнения заданий может быть такой, как она предложена в пособии, а также может быть изменена на усмотрение преподавателя в соответствии с его методическими установками или конкретными условиями обучения в той или иной студенческой группе.

Unit 1

PR AND SOCIAL NETWORK

Why using Facebook and “the Twitter” aren’t enough.

PR is the fuel for social networks marketing engine

Pre-reading tasks

I.  At home see the following references in the Internet to find out more about the people mentioned in the reading:

http://www. /name/nm0924508/bio

http://www. /zuck

http://www. en. wikipedia. org/wiki/Zig_Ziglar

http://www.

http://www. /in/marshafriedmann

II.  Answer the following questions

1.  Are you on Facebook, Twitter or some other social network?

2.  What do you use these sites for?

3.  Are you always satisfied with the feed? What annoys you most?

4.  What do you think the original purpose of social network was?

Reading

Read the text and answer the questions that follow it

You gotta love Betty White.

In a recently released movie, she portrays a high school girl’s grandmother, and in one scene a boy is asking for her granddaughter’s phone number. Of course it’s White’s character who responds with hers. “I’m also on Facebook...and the Twitter”! She enthusiastically adds.

So if Facebook and “the Twitter” have reached Betty White’s generation, certainly it’s reached just about everyone by now, including your business. But in using these sites, called “social networks”, for the purposes of marketing our business or our books, we should keep in mind that in a way we are twisting the original purpose of those sites to suit our own needs.

Let’s face it, Mark Zuckerberg did not create Facebook in college so that authors could sell more books or so corporations could support new product launches.

In fact, hooking up socially, as Betty White tried, is probably closer to what Zuckerberg actually intended.

Remember, social networking sites are places where people go to interact with other people, catch up with friends, follow celebrities and, yes, look up their high school sweetheart from 20 years ago to see if he or she is single again.

So, when entities get too commercial with their updates and messages, the community crashes down on their heads. You see, with Facebook and Twitter, people are free to comment on your updates in whatever way they re, you can delete the ones you don’t like, but that just means they’ll post something else, or maybe talk about you on someone else’s feed.

So let me give you the two important things I try to keep in mind in using social networking for my business:

a)  Don’t Promote, Just Educate – How can you use social networks to grow your business and promote your book? Well, you have to adjust your intentions! I love the quote from motivational speaker John Maxwell, who said, “People don’t care how much you know, until they know how much you care!”

In other words, don’t try to push your commercial messages through those channels. If you provide advice from your expert’s point of view that actually helps your reader, you will create a following of people wanting to know more about you. For example, if you are a tax adviser who wrote a book or launched a web site, use your update to give people useful tax tips. If they like your advice they’ll look at your profile, where you can passively place your business contact information.

b)  PR is the fuel to your social media engine – PR is about newsworthy information that radio and TV hosts and print publications use to entertain and inform their publics. Since the most popular postings on social networks are links to useful articles, videos, postcards and audio, there’s nothing better than linking your PR coverage from reputable sources, introducing you as an expert. So, if you are actively engaged in a PR campaign, now you can use your media coverage as legitimate updates that won’t be received as self-serving sales pieces.

As many of you are reading this now, I love to share my expertise with my online friends and help them reach their goals. In the process, my book, Celebritize Yourself, and my PR agency automatically get promoted. I can tell you from experience that it works. I’ve received some of the kindest and flattering comments on Facebook and Twitter, because I prefer to educate others rather than to promote myself.

In the words of Zig Ziglar, “If you help enough people get what they want, you will get what you want”.

After-reading tasks

I.  Answer the questions below

1.  Do you agree that such social networks as Facebook and Twitter have reached just about everyone now? How can you prove it?

2.  What was the original purpose of these sites?

3.  What did Mark Zuckerberg, the creator of Facebook, intend to do?

4.  Why do people go to social networks?

5.  Why can community be annoyed with Facebook/Twitter’s teams?

6.  How can you use social networks to promote your business?

7.  Why shouldn’t you try to push your promotional messages through these channels?

8.  How can a PR specialist use social networking in their work?

II.  Scan the text and complete the following sentences

1.  We are twisting the original purpose of those sites because...

2.  What Zuckerberg actually intended was...

3.  Social sites are places where...

4.  You can delete your updates and messages but...

5.  To grow your business or promote your product you have to...

6.  You will create a following of people if...

7.  PR is about...

8.  You can use your media coverage as...

III.  Give definitions of these words and illustrate their meaning in the sentences of your own

1.  social networks

2.  entities feed

3.  profile

4.  media coverage

5.  updates

6.  a following of people

IV.  Match the verbs and their definitions

V.  Find words and phrases in the text that mean:

1.  a closely linked group of people, companies etc

2.  a complex series or structure with many connecting parts

3.  sth more modern, the latest information about sth

4.  a channel used to supply new information

5.  expert knowledge or skill in a particular field

6.  the reporting of news, events

7.  a report or description of smb/sth in a newspaper article, broadcast programme

8.  the process of gaining knowledge or skill over a period of time through seeing and doing things rather than through studying

VI.  Explain who/what the people mentioned in the article were:

Betty White; Marsha Friedman; Zig Ziglar; Mark Zuckerberg

VII. Questions for discussion

1.  Do the social networks serve their original purpose today?

2.  What are the positive sides and drawbacks of sociolising through Facebook, Twitter and other social sites?

3.  Do you agree with the words of Zig Ziglar?

Speaking

Prepare a monologue on the following topic:

“How to make social networks work for your business and career”

Unit 2

PUBLIC SPEAKING TIPS

Pre-reading tasks

At home watch the following video at

http://www. /watch? v=wNtXE_auuRw&NR=1 at Download Overcome Fear of Public Speaking video at and answer the questions:

1.  What symptoms of anxiety does the speaker describe?

2.  How did he prepare to speak in public?

3.  What is a key component to managing the situation with fear?

4.  Did he get rid of his fear? How?

5.  For full version of the programme go to www. selftherapy. org

Reading

Read the text and answer the questions that follow

Sweaty palms, uncontrollable nerves, a quavering voice, these are some symptoms of public speaking fear. Public speaking is the number one fear in most people especially those novices, the number two would be fear of dying for most people. So many people get stressed out at the thought of speaking in public that many of us would like to avoid this problem entirely but this is hard to do.

If you are a small business owner, or as part of your current job you are expected to provide presentations to others, then you need to get over your fear of public speaking. If we want to be leaders or achieve anything meaningful in our lives, we will often need to speak to groups, large or small, to be successful.

The big secret behind the truth about public speaking is: if you keep just a few key principles in mind, speaking in public will soon become an invigorating and satisfying experience for you. So here are some tips for great public speaking:

Relax – remember the audience are there to hear what you have to say. They are looking forward to what it is you are doing to deliver. They want you to succeed, therefore they are behind you.

Realize – it is not about you – remember, the essence of public speaking is to give your audience something of value. The audience are there to hear the message you are going to deliver. The purpose of public speaking is not for you to get something out of it from your audience. It is about YOU giving useful information to your audience.

Speak in simple terms – you don’t have to make it overly complicated, just get your message across in terms appropriate to the audience’s needs. All you need are two or three main points to convey to your audience.

Don’t preach – instead try to engage with them, they will warm to you and interact in a positive way. Inject a little humour or tell a story – if being funny feels comfortable to you, go for it; it usually works and breaks the ice letting the audience warm to you. Or if humour is not appropriate then tell a story that is relevant to the topic at hand. People tend to engage well with stories of meaning and if they have some personal bearing to you, the audience gets a feeling of what you are like as a person, therefore you are engaging.

Be optimistic – visualize in your head beforehand what a successful speech will look like and imagine yourself giving it. The audience is your ally – remember that they want you to succeed. Nothing hits the gut more than watching a public speaker crash and burn, so know that the audience is rooting for you.

Don’t apologize – begging forgiveness from the audience only draws attention to your failure, and chances are they didn’t notice a wrong word or a quick verbal stumble, so don’t feel the need to say sorry.

Focus – a great public speaker is one who delivers the message with little attention drawn to himself. Focus on what you wish to present.

Hope these tips help you out when you next have a presentation or talk you have to do publicly. You will have noted that I didn’t mention “practice”; normally when you practice too often it tends to come out worse, instead carefully look at what message you are going to deliver and write down your key points that you want to get across. If the subject is something you are well versed on, you should have no problem delivering your message, so go out there and break a leg!

After-reading tasks

I.  Answer the questions

1.  What are the symptoms of public speaking fear according to the text? What other symptoms do you know?

2.  Why do people get stressed out at the thought of speaking in public?

3.  In what spheres do you need to talk to various groups of people?

4.  Do you agree that an audience is interested in what you are going to deliver? Why?

5.  What ways of engaging with the audience can you name?

6.  What is it that the public speaker should never do?

7.  Why does the author think that practice is unnecessary?

II.  Explain or paraphrase the following

1.  symptoms of public speaking fear

2.  an invigorating and satisfying experience

3.  they are behind you

4.  to inject a little humour

5.  to break the ice

6.  personal bearing

7.  to hit the gut

8.  it tends to come out worse

9.  to be well versed on

10.  go out there and break a leg

III.  Find in the text words and word combinations that mean:

1.  to establish contact with somebody in an attempt to understand them

2.  a mistake when speaking or playing music

3.  closely connected with something, appropriate in the circumstances

4.  suitable, acceptable or correct in the circumstances

5.  to begin to like somebody

6.  to give somebody strong advice on morals, behavior etc, especially in the annoying way

7.  to make ideas, feelings etc known to another person, to communicate something to somebody

8.  difficult to understand or explain because there are many different parts, aspects or people involved

9.  that which makes a thing what it is, the most important quality, feature or characteristic of sth

10.  feeling more lively and happy

11.  a person who is new or has little experience in a job or situation

12.  speaking or moving slightly off a note, eg. Because one is nervous

IV. Match the verbs with their definitions

V.  Find the sentences in the text with the word “public” and its derivatives. Study the collocations with this word, translate them into Russian/English and make up sentences with them

Speaking

1.  Prepare a monologue on the topic: “Some tips on how to overcome public speaking fear”

2.  Pair work. Make up a dialogue on the following situation:

Imagine you were about to give a presentation to a big group of people when suddenly public speaking fear overwhelmed you and made you completely fail. Describe in detail what happened and ask your colleague/friend, who used to have a similar problem, for advice.

Unit 3

ADAPTABILITY IS THE KEY

TO SUCCESSFUL PR

Pre-reading task

Look at the statements and decide if they are true or false

1.  Adaptability is vital in today’s communications and public relations

2.  Newspapers are quick to react and deliver the latest news all over the world

3.  Mainstream media is becoming more relevant to everyday life

4.  To be a reporter in the 21 century means operating at high speed

5.  Media relations professionals today need to be relationship-driven

6.  The younger generation see the printed text as a form of manipulation

7.  Traditional media is losing its role as an authoritative broker of news, information and entertainment

8.  There should be media intermediaries to define what news and information you get

9.  Online media allows to communicate without having a message distilled by the Transparency is not necessary in terms of who’s behind your campaign

Reading

Read the text and see whether you decided correctly. Then answer the questions that follow

The survivors in nature are not the fleetest of foot, the sharpest of teeth or the largest of size. Charles Darwin said those who prevail are simply the most adaptable. The same can be said about today’s communications business, especially public relations. Adapt quickly and good things will happen. Here are five ways where Darwin’s 19th century adaptability theories can work in 21st century PR.

The Media-ocracy: the world has become a democracy for media. No longer can you make the argument that online media is “news light” if news at all. In fact, online information seems to be swamping the boat as well as rocking it at the same time. As a former White House bureau chief for a major daily, I am an ink-stained wretch at heart. Yet even I have to admit that newspapers have been sluggish to identify and exploit the tilt in communications delivery means from tree bark to electrons. I recently was invited to speak in Paris to an Organization of Economic and Community Development (OECD) a gathering of 38 nations on how mainstream media is becoming less relevant to everyday living. Ironically, with the demise of foreign reporting staffs, traditional media outlets are being replaced by non-government organizations’ own staffs, news-gathering for their own web sites – or even for the very news organizations that they are replacing! For example, Human Rights Watch has been using its worldwide staff to report and record stories that are put on its own E-Networks and site, with video. A recent Columbia Journalism Review analysis of Human Rights Watch noted that its 60,000 page views per day rivaled many traditional news sites, and the staffs committed to the exercise exceeds that of any news organization.

The New Media’s New Rules: when I attended my 12th political convention – the 2008 Democratic National Convention in Denver – as a television political analyst, I was astonished at how much smaller and quieter “Media Village” had become. (Media Village is the name given to the tent cities erected for the media outside of the convention venue). Walking past the curtained sections, I noticed the names of news organizations (print especially) who were either out of business or found that the could no longer afford to come. A notable exception was the larger and louder spaces filled out in “Blogville”, the term given to the venue occupied by online media providers. The energy in that room was exciting, journalists motivated professionals who wanted to perform better than their peers, and deliver updates faster than their competitors. Bottom line: to be a reporter in 2010 means operating at two speeds: busy and busier. And media relations professionals today need to be relationship-driven, recognizing that earning the trust of a journalist can lead to one placement after another.

Don’t Tell Me, Show Me: one of the most profound new developments I see coming down the pike is the morphing from words and text to video – especially among younger people, who see text as a form of manipulation. They want to see the raw video of the news event and decide for themselves. Seeing really is believing to the “show me” generation. As the speed of online technology increases, words will surrender to video – and PR professionals should be well equipped with relationships in that area. What TV did for advertizing in the ‘50s and ‘60s, online video will do now for PR.

Consider Communicating Directly to Target Audience: traditional media is losing its role as an authoritative broker of news, information and entertainment. In this new splintered world of media anarchy, communities of thought and influence are forming and reforming in ways never imagined. For instance, the third-largest “nation” on the planet is the 500 million people who connect and communicate on Facebook. As a result, one of the things I keep asking clients is, “Why should there be media intermediaries to define what you are doing?” Facebook, Twitter and a client’s own web site allow a client to communicate without needing to have a message distilled by the media filter. It’s more cost-effective to go online and get a consumer dialogue going. Trust is core to your brand – whether you are a retail store, insurance company or trade organization. How do you get people into a new restaurant by the end of the night? You talk to them – not at them. Online media allows that to happen. The yields are measurable.

Let Transparency Rule the Day: more that ever, we need transparency, especially in terms of who’s behind your campaigns. You need to reveal why you’re there. In the political world, for example, there’s a big debate over how identify the people who paid money to your campaign. Now it’s done online. It’s the same in the PR panies will be smart to bring transparency to their web site with the causes they ate tied to. Identify that your firm is working for such and such a particular cause in some magnitude.

Even more reason to subscribe to Darwin’s theory of adaptability. Before it’s too late.

After-reading tasks

I.  Answer the questions

1.  Why does the author compare Darwin’s theory of adaptability to the modern public relations?

2.  How has the traditional performance of non-government organizations been changing?

3.  Why did “Media Village” become smaller and quieter?

4.  What is “Blogville”?

5.  Why do reporters have to operate very quickly today?

6.  What is the “show me” generation? What are its characteristic features?

7.  Why is traditional media losing its role nowadays?

8.  Why transparency is of the first magnitude in the world of communications?

II.  Give English equivalents for the following

наиболее способный к адаптации; признавать; медленный; способы доставки информации; становиться менее связанным с повседневной жизнью; неправительственные организации; соперничать; быть потрясённым; выйти из бизнеса; заметное исключение; конкуренты; значительный, глубокий; уступать позиции; быть хорошо оснащённым; посредники; основа; прозрачность.

III. Find words in the text that mean:

1.  to be widespread

2.  a very unfortunate or unhappy person

3.  moving slowly, not alert or lively

4.  a sloping position, such a movement

5.  the beliefs, attitudes etc that are shared by most people and are therefore regarded as normal or conventional

6.  the end or failure of an enterprise, institution, idea

7.  broken or made broken into smaller parts, to be separated from a larger group

8.  to yield, to give up possession of sth when force by others or by necessity

9.  a person who acts as a link or helps to make an agreement between 2 or more others

10.  giving enough profit, benefit etc in relation to money spent

IV. Complete the table with words related to the words from the text and make up sentences of your own with them

V.  Sort out synonyms for the given adjectives. Each adjective has 2 synonyms. Think of antonyms as well.

Adaptable, sluggish, traditional, astonished, exciting, motivated, profound, measurable, smart.

Synonyms: expert, appraised, far-reaching, purposeful, nervous, amazed, established, inert, adjusted, clever, appreciated, abysmal, stimulated, agitated, stunned, customary, lazy, accommodated

Speaking

Prepare a monologue on the topic: The world of communications and public relations is much different from what it used to be in the recent past.

Unit 4

PRSA CODE OF ETHICS

Pre-reading tasks

I.  At home watch in the Internet a video about ethics in PR (http://www. /watch? v=Xzf0eswdVkU) and answer the question: What separates true PR professionals from those whom PRSA Code of Ethics considers to be unprofessionals?

II.  Choose the best definition for the word “ethics”

1.  a moral principle or set of moral values held by an individual or group;

2.  a set of principles of right conduct;

3.  a theory or a system of moral values;

4.  the study of the general nature of morals and of the specific moral choices to be made by a person; moral philosophy;

5.  the rules or standards governing the conduct of a person or the members of a profession.

Reading

Read the text about ethics in PR and explain what it means in your own words

Public Relations Society of America Member Code of Ethics 2000

Ethical Guidance for Today’s Practitioner

The practice of public relations can present unique and challenging ethical issues. At the same time, protecting integrity and the public trust are fundamental to the profession’s role and reputation. Bottom line, successful public relations hinges on the ethics of its practitioners.

To help members navigate ethics principles and applications, the Society created, and continues to maintain, the PRSA Code of Ethics. Under the Code, widely regarded as the industry standard, members pledge to core values, principles and practice guidelines that define their professionalism and advance their success.

Building Principles on Core Values

The Code, created and maintained by the PRSA Board of Ethics and Professional Standards (BEPS), sets out principles and guidelines built on core values. Fundamental values like advocacy, honesty, loyalty, professional development and objectivity structure ethical practice and interaction with clients and the public. Translating values into principles of ethical practice, the Code advises professionals to:

-  Protect and advance the free flow of accurate and truthful information.

-  Foster informed decision making through open communication.

-  Protect confidential and private information.

-  Promote healthy and fair competition among professionals.

-  Avoid conflicts of interest.

-  Work to strengthen the public’s trust in the profession.

Code guidelines, like tactics supporting strategies, values and principles into play for working professionals facing everyday tasks and challenges. Among them, professionals should:

-  Be honest and accurate in all communications.

-  Reveal sponsors for represented causes and interests.

-  Act in the best interest of clients or employers.

-  Disclose financial interests in a client’s organization.

-  Safeguard the confidences and privacy rights of clients and employees.

-  Follow ethical hiring practices to respect free and open competition.

-  Avoid conflicts between personal and professional interests.

-  Decline representation of clients requiring actions contrary to the Code.

-  Accurately define what public relations activities can accomplish.

-  Report all ethical violations to the appropriate authority.

Addressing Practice Challenges

Digging even deeper, BEPS takes on current practice issues and challenges in periodic Professional Standards Advisories (PSA's). Applying the Code to specific scenarios, BEPS has addressed practices including:

-  Pay-for-play journalism.

-  Anonymous Internet posting, “flogs” and viral marketing.

-  Front groups.

-  Disclosure of payment of expert commentators.

-  Truth in wartime communications.

-  Overstating charges or compensation for work performed.

Offering a Professional Model

In the Code preamble, PRSA asserts that “ethical practice is the most important obligation of a PRSA member.” While the Code covers members, PRSA maintains that all public relations professionals should look to it as a model of professional behavior. Additionally, PRSA regards the Code as a “model for other professions, organizations and professionals.”

After-reading tasks

I.  Match the phrases with the definitions

II.  Discuss with your partner what you think about all PR instruments in ex. 4? Are they ethic enough for a PR practitioner to use them in his work?

III.  Match the words with their synonyms. Find an appropriate antonym

IV.  Work in pairs. Using the words above, create as many collocations as you can. Use a dictionary

Example: flagrant violation, minor violation, to commit a violation,

mutual distrust, distrust of sb. / smth….

V.  Find English equivalents in the text for the following phrases

1.  Отраслевой стандарт

2.  Профессиональное развитее

3.  Взаимодействие с аудиторией

4.  Сохранять конфиденциальную информацию

5.  Избегать конфликта интересов

6.  Повышать доверие целевой аудитории

7.  Находить спонсоров

8.  Действовать в интересах клиента

9.  Поддерживать открытую и свободную конкуренцию

10.  Докладывать о всех нарушениях в соответствующую организацию

VI.  Discuss with your partner the following questions

1.  Why is it so important to navigate ethics principles and applications in PR?

2.  What is the industry standard?

3.  What defines the professionalism of a PR practitioner?

4.  What is the PR Code of Ethics based on?

5.  How do you understand open communication? Is it essential in PR practice?

6.  In what way can healthy and fair competition among professionals be promoted?

7.  What are everyday challenges of a PR practitioner?

8.  How can conflicts between personal and professional interests be avoided?

9.  What violations of the PR Code of Ethics can you name?

Speaking

1.  Imagine that you and your partner are PR practitioners and you are offered to undermine the reputation of your competitor’s company.
Will you agree? Give some reasons and choose the best way of behaviour.

2.  Speak on the following topic: “The best way to protect integrity, credibility and public trust for a company”.

Unit 5

ETHICAL GLOBAL PR: A CASE STUDY

Pre-reading tasks

Have you heard about Clair Mascall PR Prize? Read the information in the Internet and prepare a short retelling:

http://www. /pages/Claire-Mascall-PR-Prize/138457944682?sk=info

http://www. leedsmet. ac. uk/fbl/DB40028B7EFF454784C47BE0B1A32B4C. htm

http://www. /news/winner-of-the-claire-mascall-public-relations-prize-announced

http://www. clairemascallprprize. co. uk/

Helpful vocabulary:

1.  To pay tribute to

2.  To open the award

3.  To continue inspiring future generations of PR professionals

4.  The premise of the prize is

5.  To share best practice

6.  To keep the industry informed

7.  To inspire lively debate

Reading

Read the text about the 2010 Clair Mascall PR prize winner and say why Christine Quigley won the prize

Ethical global PR: a case study

This year’s Claire Mascall prize was won by Christine Quigley. Here’s an edited version of her essay on ethical global public relations, winner of the £1000 top prize.

Prize winners: Christine Quigley (centre) with Sophie Hall and Natalie Smith

Public Relations has a bad reputation when it comes to ethical practice. PR practitioners are often thought to be liars, manipulators and spin-doctors. However PR is an evolving global profession and has had to change and improve in order to meet the growing expectations and needs of stakeholders.

Corporate social responsibility (CSR) or sustainability is now a specialist area of PR that is important to an organisation in order for it to be perceived as being ethical.

Ethical practice leads to trust, which helps to build and maintain an organisation-stakeholder relationship which is ultimately the purpose of the public relations function.

CSR has now become an aspect of PR that is increasingly being incorporated into corporate identity and is changing stakeholders’ perspectives of particular organisations.

I also believe in order to be ethical when practising global PR a centralised approach is not acceptable. A number of factors should be taken into consideration before, during and after global campaigns.

-  Culture (customs and values)

-  Language

-  Environment

-  Communication delivery systems

What may be considered unethical behaviour in a Western European country may be viewed as acceptable practice in parts of the developing world. So if not taken into consideration this could cause a communications crisis, brand confusion, loss of trust and credibility for an organisation or a brand.

Here are some examples of some campaigns/slogans that did not consider language differences when launching a global campaign and their messages got lost in translation:

-  Coors slogan, “Turn it loose,” when translated to Spanish read as “Suffer from diarrhoea.”

-  In Chinese, the Kentucky Fried Chicken slogan “finger-lickin’ good” came out as “eat your fingers off.”

Fortunately these mistakes did not do permanent damage to the brand yet they generated bad publicity and made the brands memorable for the wrong reason.

Case study in ethical global PR

“Toms” is a shoe company. Whenever a customer buys a pair of their shoes they donate a pair to a child in need. They call this ‘one for one’. The company started up with the mission to help children in developing countries, not just to gain a profit.

This to me is an example of ethical PR on a global scale and CSR at its best. It is not just to a way to generate publicity which is often the perception of CSR initiatives – it’s also their business model.

‘Toms’ partners with humanitarian and non-profit organisations who are already established all over the world in countries such as Ethiopia, South Africa and Rwanda. They also help poor children in the USA and South America. These partners must match the following criteria:

-  Repeat Giving – partners must be able to work with the same communities in multi-year commitments, regularly providing shoes to the same children as they grow.

-  High Impact – shoes must aid Giving Partners with their existing goals in the areas of health and education, providing children with opportunities they would not otherwise have.

-  Considerate of Local Economy – ensuring the donated shoes do not have negative socio-economic effects on the communities where shoes are given (for example, by harming the work of local cobblers).

-  Large Volume Shipments – Giving Partners must be able to accept large shipments of giving pairs.

-  Health/Education Focused – Giving Partners must only give shoes in conjunction with health and education effort.

This to me shows they only want to be associated with other ethical organisations and that they are addressing all cultural and language barriers by partnering with NGOs who are already established in these countries who know the customs, values and beliefs of the country.

Not only are ‘Toms’ socially responsible they also demonstrate transparency. They have all the press they have received available on their website. They have updated blog posts, pictures and video casts showing their work. This allows customers to see what was promised when they bought their shoes is actually happening, therefore encouraging a trusting relationship.

When researching ethical PR in general I came across some bloggers debating the following statement: “The only way to practise ethical PR is to work in the NGO or voluntary sector, all the rest is corporate propaganda or spin”.

Toms is a perfect example of a company which is not an NGO or in the voluntary sector yet which practises ethical PR worldwide. They are truthful, transparent and socially responsible.

In order to have ethical PR on a global scale it is important for an organisation to be truthful, transparent, accurate and socially responsible. It is also important to consider other factors such as culture, religion etc.

However, as public relations is not a recognised profession like medicine or the law, it is not compulsory for practitioners to sign up for or abide by the ethical guidelines put forward by professional bodies such as the CIPR and IPRA.

It is up to the individual practitioner or an organisation to incorporate these ethical guidelines into their communication objectives and tactics. For me personally, I hope to continue to live by these principles when I begin my career.

Will it take PR to be recognised as an actual profession before we will see more examples of ethical global PR?

After-reading tasks

I.  Scan the text and complete the following sentences

1.  Public Relations has a bad reputation when…

2.  Corporate social responsibility (CSR) or sustainability is now a specialist area of…

3.  CSR has now become an aspect of PR that…

4.  What may be considered unethical behaviour in a Western European country may be…

5.  ‘Toms’ partners with…

6.  Not only are ‘Toms’ socially responsible they also

7.  Toms is a perfect example of a company which is not an NGO or in the voluntary sector yet which…

8.  In order to have ethical PR on a global scale it is important for an organisation to be…

9.  It is up to the individual practitioner or an organisation to…

II.  Discuss these questions in pairs

1.  Why are PR practitioners often thought to be liars, manipulators and spin-doctors?

2.  What should PR practitioners do to meet the growing expectations and needs of stakeholders?

3.  What can help build and maintain an organisation-stakeholder relationship?

4.  What do you understand by a centralised approach?

5.  What can cause a communications crisis, brand confusion, loss of trust and credibility for an organisation or a brand?

6.  What do you think ethical PR on a global scale is?

7.  What is Toms? Does it donate shoes to gain a profit and generate publicity?

8.  What are NGOs and how can they help in ethical PR?

9.  What factors should be taken into consideration to have ethical PR on a global scale?

10.  Is it compulsory for practitioners to sign up for or abide by the ethical guidelines put forward by professional bodies such as the CIPR and IPRA? Why?

III.  Give definitions of these words and illustrate their meaning in the sentences of your own

1.  Sustainability

2.  Perceive

3.  Ultimately

4.  Acceptable

5.  Unethical

6.  Credibility

7.  Memorable

8.  Establish

9.  Transparency

IV.  Find words or phrases in the article which mean:

1.  constant, continual (damage)

2.  bring about (bad publicity)

3.  unforgettable (brands)

4.  help

5.  supply (children with opportunities)

6.  a shoemaker

7.  cargo, freight

8.  union

9.  obstruction (cultural and language)

V.  Read the article carefully and complete the following sentences in your own words, with one and three words

1.  PR is an …….. global profession.

2.  What may be considered ……. in a Western European country may be viewed as …….. in parts of the developing world.

3.  You should consider language differences when ……. a global campaign.

4.  These partners must …… some criteria.

5.  This allows customers to see what was promised when they bought their shoes is actually happening, therefore …….. relationship.

6.  The only way to practise ethical PR is to work in the NGO or voluntary sector, all the rest is corporate ……. .

7.  Will it take PR to be recognised as an ……… before we will see more examples of ethical global PR?

Speaking

1.  Discuss with your partner different cases of ethical PR. Find the best one. Give reasons.

2.  Speak on the topic:”Ethical PR on a global scale”.

Unit 6

BRANDING

How to Build a Stronger Brand Image through Public Relations

Pre-reading tasks

I.  What do you think is the best way to build a strong brand? Discuss with your partner

1.  To build community around the brand and use community strategies

2.  To be a creator, not a competitor

3.  Give, but not take only

4.  Involve some celebrities

II.  At home watch the video “How to build a strong brand” (http://www. /watch? v=AGHyaJGXDm8) and explain three conceptions mentioned in the film:

1.  Define the difference

2.  Protect the difference

3.  Make the difference

Reading

Read the text and define the main idea

How to Build a Stronger Brand Image through Public Relations

What Is A Brand Anyway?

The term “branding” is a pretty common word in business circles these days, but if you’re not involved in advertising, marketing or public relations, I wouldn’t be surprised if you find its meaning to be a bit hazy. One person might claim that a company’s logo is its brand. Another might insist that you can’t have a real brand without a slogan. Still another might assert that branding is about communicating the company’s mission. These are all components of a brand, but they don’t capture the whole package. Not by a long shot.

In reality, a brand is much more than a single image or string of words. A brand is not tangible. A successful brand lives in the minds and hearts of your customers. It is all of the things they think of when they think of your company or your product.

Almost anything can be branded – manufactured goods, a service, a location, even a person. Elvis. Paris Hilton. Amsterdam. Las Vegas. IPod. Rolex. Fed-Ex. Kleenex. These are all established brands. For most people, they bring very specific images to mind. The most successful brands hold a powerfully positive position within our psyche.

Think Disney. What immediately comes to mind? For me, it is family values, happiness, quality, a place where fantasies come to life. Disney is one of the world’s most recognizable brands. The company started with a good product that had strong appeal: wholesome entertainment that enables the young and young at heart to enter a world of fantasy. The company built, and continues to build, its brand through an integrated approach utilizing advertising, marketing and public relations. Do you remember the “We’re Going to Disneyland” TV ads featuring Superbowl MVPs and other sports stars? This long-running ad campaign created a lot of excitement for the Disney brand. Or how about the 10-year exclusive marketing partnership Disney forged with McDonald’s in 1995, enabling Disney to promote its brand and the products associated with it in 30,000-plus McDonald’s restaurants?
The company has also been very successful in utilizing public relations to generate coverage for the Disney brand. Since the opening of its first theme park in the early ‘70s, it has treated reporters to a VIP preview of new parks, rides and other offerings through a special media day. These events attract hundreds of journalists from around the world and generate lots of press coverage.

The strength of the Disney brand has helped the company successfully ride out the storm during turbulent times. You might remember the Big Thunder Mountain Railroad accident in 2003, or most recently, the downfall of Michael Eisner. Thanks to savvy crisis management and its Teflon-like brand, the company’s image and bottom line sustained no long-term damage despite the negative media coverage generated by these events.

The Integrated Approach to Brand Building

Advertising, marketing, and public relations are all part of building a strong and sustainable brand. When all three tactics are used together, you can hit your target market from all angles.

Advertising is buying space – on television, in a newspaper, on-line, on a billboard, etc. – to promote a product. Marketing is about making sure that you're meeting your customers’ needs and getting value in return. Marketing initiatives include market research, pricing, promotions, and sales. Public relations helps the public understand a company and its products. PR allows you to tell your story in a thorough and authentic way. It helps a company achieve ‘transparency,’ which is what customers demand in today’s economy. Working to generate positive media coverage is a big part of public relations. Stories in the media are like third-party testimonials, and people are more likely to believe what they read in a news story than in an advertisement.

If you have the resources to use the integrated approach to brand building, advertising, marketing and public relations should have an equal place at the table when formulating your strategy. The whole creative team should work together to develop the key messages and images that will compose the brand for your product or service. Each brings a different area of expertise to the table, and their combined knowledge will help develop a sound brand image that will resonate with all target audiences across a broad spectrum of mediums.

Marketing establishes who your customer is and what makes them tick. Once the framework for the brand is established, public relations starts the buzz going prior to the roll-out. Marketing devises the packaging that’s going to make your brand stand out from the rest and communicates directly with potential customers to promote it.

Public relations and marketing work together to devise innovative promotional materials and a cutting-edge Web site that will catch and keep your target market’s interest and enable them to interact with the brand. They team up again to stage an unforgettable product unveiling event that will generate direct sales as well as tons of glowing media coverage.

The advertising contingent continues the momentum by developing attention-grabbing ads that reinforce the brand image and communicate brand value to the customer. The ads are placed in strategic locations that attract your target market. After the roll-out strategy is complete, the team continues to work together to ensure communication of the brand remains clear, consistent and constant.

After-reading tasks

I.  Decide if these statements are true or false

1.  A brand is a company’s logo.

2.  Branding is about communicating the company’s mission.

3.  A successful brand lives in the minds and hearts of your customers.

4.  Disney brand couldn’t overcome the storm during turbulent times.

5.  Savvy crisis management caused negative media coverage.

6.  Advertising and public relations are the only parts of building a strong and sustainable brand.

7.  When formulating your strategy advertising, marketing and public relations should have an equal place at the table.

8.  A cutting-edge Web site can help catch and keep your target market’s interest.

9.  The ads are placed in unimportant locations that attract your target market.

II.  Complete this table with words related to words from the text

III.  Use these word expressions to make up your own sentences

1.  To communicate the company’s mission

2.  Not by a long shot

3.  To be branded

4.  To hold a powerfully positive position within smb’s psyche

5.  To be one of the world’s most recognizable brands

6.  To build the brand through an integrated approach utilizing advertising, marketing and public relations

7.  A long-running ad campaign

8.  To resonate with all target audiences across a broad spectrum of mediums

9.  To treat reporters to a VIP preview of new parks, rides and other offerings through a special media day

10.  To ensure communication of the brand remains clear, consistent and constant.

IV.  Find synonyms in the text for the following words

1.  Material

2.  Privileged

3.  Think out

4.  Long

5.  Endure, live through

6.  Appreciation

7.  Contemporary

8.  Attract attention

9.  Modern

10.  Beneficial

V.  Give English equivalents for the following

1.  Достичь известности бренда

2.  Повышенный интерес, внимание

3.  Раскрутка

4.  Стимулировать прямые продажи

5.  Привлекающая внимание реклама

6.  Укреплять имидж бренда

7.  Сделать доступной и понятной ценность бренда покупателям

VI.  Discuss these questions with your partner

1.  What does the term “branding” mean?

2.  How has Disney managed to become one of the world’s most recognizable brands?

3.  What should a company do to created a lot of excitement for the brand and generate lots of press coverage?

4.  What types of advertising should you use to promote a product, meet your customers’ needs and get value in return?

5.  What do marketing initiatives include?

6.  What should Public relations and marketing do to keep the target market’s interest and enable customers to interact with the brand?

Speaking

1.  Discuss with your partner the advantages of the integrated approach to brand building.

2.  Speak on the topic “How to build a stronger brand image through Public Relations”.

СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ:

АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ

ЧАСТЬ 2

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Татьяна Александровна Легасова

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