(Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
Translate the following text from Russian into English.
Общественное требование в защиту окружающей среды, порождённое растущим осознанием ограниченности ресурсов планеты, ложится тяжёлым бременем на корпорации. Немалая часть общемирового загрязнения – однако, далеко не вся – создана их производственными процессами и из-за использования их продуктов. Публика желает пользоваться этими продуктами, но протестует против загрязнения, создаваемого ими. В прошлые десятилетия дымящимся фабричным трубам аплодировали как примете процветания. Сегодня они – символ позора корпораций, поскольку медицина установила, что загрязнение воздуха разрушает здоровье.
Социальная ответственность требует от компаний устранения, насколько они в состоянии это сделать, источников ущерба окружающей среде, созданных ими. В то же самое время менеджмент корпорации должен защищать интересы акционеров. Корпорации встают перед проблемой «зелёной стены» – барьера, который отделяет добрые намерения фирмы в отношении окружающей среды от действительности, направленной на достижение чистой прибыли. Группы активистов, представляющие множество различных направлений защиты окружающей среды, формируют настроения публики, организуя – иногда в крайне эмоциональной манере – кампании против отдельных фирм.
Даже корпорации, имеющие наилучшие намерения, иногда испытывают трудности, отражая такие нападки, поскольку платить иногда приходится очень высокую цену. Тем не менее компании всё больше осознают, что экономия затрат, получаемая от уменьшения от уменьшения отходов, вторичной переработки и отсутствия последующих усилий по уборке, может быть значительной. Сочетая искренние действия, направленные на достижение не вредящего окружающей среде устойчивого производства, и эффективные программы коммуникации, можно добиться доброжелательного отношения многих людей, связанных с компанией, включая сотрудников, руководство и акционеров.
(Аги У., Кэмерон Г., Олт Ф., Уилкокс Д. Самое главное в PR. – СПб.: Питер, 2004. С. 252-253)
Summarize the article “Environmental Public Relations”.
Solve the following PR problem.
David Salisbury Conservatories are well known in the South West but want to expand into the home counties market.
As a PR practitioner design a PR campaign for David Salisbury Conservatories to promote them from a local firm to market leader.
- Ильина о.К., Тычинский а.А.
- Предисловие
- Методическая записка
- Content
- Marketing communication
- The role of public relations in the marketing mix
- Public relations planning in the marketing mix
- Marketing integration
- Campaign development
- Diagnosing the solution
- Product launches
- Improving brand equity
- Public Relations in the future marketing mix
- Step-by step planning process
- Exercises
- I. Discuss the following questions.
- II. Say what the following refer to in the text of the article under the headlines:
- Marketing integration
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- Internal communication
- Why communicate?
- What do people want to know?
- Some communication techniques
- Communication and leadership: the bp Oil experience
- Background
- Preparing the ground
- Creating the right attitude
- 1 The right attitude (see Figure 2.2)
- Attitude Technique Talent
- 2 The communication road map
- 3 The good communicator
- 4 The head office communication forum
- The virtuous circle
- Link with human resources
- Where is bp Oil now?
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- IX. Translate the following text from Russian into English.
- (Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- Сommunity relations
- Background
- What is community relations?
- Why bother?
- Methods used in a community relations programme
- One piece in the jigsaw
- Research
- Strategic objectives
- Project selection criteria
- A sponsorship example
- Donations policy
- How can the project be developed?
- Measurement and evaluation criteria
- Business benefits of the programme
- Employee participation in the community involvement programme
- Why bother involving your employees?
- How do you know that the programme is a success?
- Internationalising the programme
- Future developments
- Conclusion
- Exercises
- I. Discuss the following questions.
- II. Say what the following refer to in the text of the article under the headlines:
- IV. Complete the words.
- V. Translate the following word-combinations from Russian into English consulting the article.
- Financial public relations
- How do you define financial public relations?
- The basic task
- Corporate public relations
- What contribution does financial public relations make to the success of a company?
- What are the rules that govern financial public relations?
- Why has this business become such a major industry?
- Investor relations – Is it public?
- Coordination and consistency
- A time to speak and time to remain silent
- How does it fit in with other areas of public relations?
- In-house or consultancy?
- Vickers plc – a very brief case study
- Conclusion
- A checklist
- Exercises
- Corporate public relations
- Vickers plc – a very brief case study
- VIII. Translate the following text from English into Russian.
- IX. Translate the following text from Russian into English.
- X. Summarize the article “Financial Public Relations”.
- XI. Solve the following pr problem.
- Local government and government relations
- Why central and local government matter
- Effective public affairs
- Defining public affairs
- Central and local government
- Government
- Members
- Local government
- Gaining access
- Case studies
- Bail Bandits – a campaign to change the law
- The execution
- Trident – battle of the dockyards
- Key points
- Exercises
- Business to business public relations by Nigel Lawrence
- The customer rules
- How do you know it works?
- The trade press
- Getting it right
- Being prepared
- Getting the good news across
- Joining forces
- Conclusion
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- Public relations for non-commercial organizations
- The mission
- Not-for-profit pr
- The public presence
- Partnership – the sum is greater …
- Provision of services
- Involvement of interested parties
- Case studies – the human face
- Aims, objectives and realization
- Checklist for a successful campaign
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- Involvement of interested parties
- III. Match the following definitions with the word-combinations below.
- VI. Translate the following sentences from Russian into English using active vocabulary.
- VII. Translate the following text from English into Russian.
- Sponsorship
- Definition of sponsorship
- What makes a successful sponsorship?
- Do’s and don’ts of sponsorship
- The sponsorship package
- Sponsorship package checklist
- The public relations agency agenda
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- The sponsorship package
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- V. Translate the following word-combinations from Russian into English consulting the article.
- Environmental public relations
- Be aware of public concerns
- Chemicals industry – in the limelight
- The Rhône-Poulenc initiative
- Changing public perceptions
- Putting the case for recycling
- Looking to the future
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- (Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- Glossary a