IV. Complete the words.
Some companies do not have e___________ p_______s.
We have considered the whole subject from many different a_____.
A massive p_____ o_____ followed the revelations of ballot-rigging.
The b___ w___ of the moment is ‘accountability’.
There’s a lot of p_____ c______ about modern farming methods.
The design of the building has won p_______ from around the world.
It’s a website devoted to e____________ i_____.
Training can give you a c__________ e___.
An anti-smoking p______ g____ tried to influence environmental decisions.
His recent poll victory could start an ultra-nationalist b________ rolling.
S_________ p_______ for the company environmental policy change increased in the 1990s.
One can find h___-t___ computer c_______ all over the country.
Her behaviour during the filming attracted a lot of free p________.
His c__________ were so satisfactory that he was given the post of manager.
The policy is getting a lot of f______ .
The government feared a b______ against the new laws.
We need to take a more positive s______ towards globalization.
I’m not doing it just to get b______ p______ .
Todd flew over the city in a hot balloon as a p______ s______.
Translate the following word-combinations from Russian into English consulting the article.
Позиция поддержки охраны окружающей среды; взрыв общественного возмущения; модная фраза; проблема окружающей среды; общественная озабоченность; рукоплескания, одобрение; конкурентное преимущество; мандат; группа давления; политика защиты окружающей среды; нетрадиционный подход; мода, повальное увлечение; давление акционеров; высокотехнологичная компания; публичность, реклама, критика и споры; отрицательная реакция; позиция (отношение); похвала; рекламные трюки.
Translate the following sentences from Russian into English using active vocabulary.
Здравомыслящие компании будут использовать возможность, решения вопросов, связанных с охраной окружающей среды для того, чтобы получить конкурентное преимущество.
Служба связей с общественностью может предоставить рекомендации по проведению коммуникаций и технологиям, которые необходимы для того, чтобы наглядно продемонстрировать целевым аудиториям политику и действия, проводимые компанией, в сфере защиты окружающей среды.
Вновь несколько нетрадиционный подход к решению вопроса позволил компании сделать большой шаг вперед в области защиты окружающей среды, получив солидную прибыль и завоевав значительную известность.
Если «культура» руководства и персонала не идет вразрез с проблемами окружающей среды, компания сможет продемонстрировать «зеленый» мандат.
Для высокотехнологичных компаний существует множество возможностей получить одобрение хороших инициатив.
Важно найти баланс между искренней поддержкой инициатив и представлением о том, что компания последовала моде просто ради получения краткосрочной известности.
Будет возрастать давление акционеров на компании в том, чтобы они продемонстрировали мандат доверия в области решения проблем окружающей среды посредством подготовки и осуществления соответствующей политики.
Не вступая в борьбу с общественностью и группами давления в деликатном вопросе охраны окружающей среды, но наоборот, разделив их озабоченность, компания Rhône-Poulencзавоевала признание и, представив достоверную информацию и факты, упрочила свое положение в отрасли промышленности и среди общественности.
По всей видимости, возрастёт количество рекламных трюков, призванных спутать планы основных виновников загрязнения окружающей среды.
Give the bilateral translation of the following dialogue.
Как изменилось отношение общественности к проблемам охраны окружающей среды за последние 20 лет? – The last 20 years have seen a huge increase in public concern over environmental issues.
Какова роль отдела компании по связям с общественностью, когда речь идет о проблемах окружающей среды? – It is often necessary for public relations to play an explanatory role to turn round sometimes misguided media criticism of a company’s actions.
Является ли забота об охране окружающей среды в первую очередь проблемой традиционных отраслей промышленности? – Tuning in to environmental issues is not just the preserve of traditional industries. There are also plenty of opportunities for high-tech companies to win plaudits for good environmental initiatives.
Translate the following text from English into Russian.
A key challenge for any communications activity is to make your communication relevant to the audience. If an issue is seen to be real, with potential personal impact, then people will want to know more; in turn they will become more informed and take time to think things through. If issues are too remote then it is easier to borrow attitudes and adopt them, or simply not to form an opinion at all.
That’s exactly what we were seeing on energy issues. Energy in general had been fairly low on the public’s agenda for some time. However, the moment that banner newspaper headlines appeared, using words like “Blackout Thursday” and referring to “a spectre of blackouts and shutdowns…” that agenda suddenly changed.
Energy had become personally relevant as the London blackout gave people a glimpse of what life would be like without electricity. This marked the beginning of a sea change in attitudes and created a pull for information that had not existed before.
There was genuine surprise at the rising levels of gas we would need to import as our own resources reduced and at how soon our older coal and nuclear power stations would reach the end of their working lifetimes. Added to that, the prospects of climate change and its likely causes and consequences were just beginning to be understood.
- 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