II. Say what the following refer to in the text of the article under the headlines:
Communication and leadership: the BP Oil experience
…this …(para 1, line 3)
…this…(para 2, line 4)
1 The right attitude (see Figure 2.2)
…them…(line 3)
They…(line 4)
The virtuous circle
These…(para 4, line 2)
…them… (para 4, line 7)
…they…(para 5, line 7)
III. Match the following definitions with the word-combinations below.
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Complete the words.
He keeps a careful eye on the b______ l______.
You’ve k______ us totally i___ t___ d______ about what happened that night.
Thanks to the UN’s t______, a crisis was avoided.
Newsgroups enable patients to s______ i_______ and offer each other support.
This new concession could u______ talks aimed at ending the strike.
We can reach these markets through our existing distribution c______.
Einstein’s research p______ much of the theoretical f______for particle physics.
The u______ term ‘computer-aided design’ includes a wide range of different techniques.
She has always been h______ i___ h___ e___by fellow actors.
Dark hair c______ to her shoulders.
There was recently held a small-business w______ s______ on combating drug use in the workplace.
We launched a customer survey to obtain a f______ on customer perception of our products, service and performance.
We believe we have the h______ r______, the management resources and the capital for this project.
The measures are necessary to restore public t______ in the futures markets.
The family finances are his wife’s p______.
The returning bomber crews were d______.
I heard on the g______ that you left your job.
Translate the following word-combinations from Russian into English consulting the article.
Чистая прибыль; внутриорганизационные коммуникации; двусторонний процесс; обратная связь; своевременность, открытость и честность; почивать на лаврах; делиться информацией и сопоставлять факты; разблокировать коммуникационные каналы; заседание рабочей группы; разрабатывать стратегические принципы; иметь высокий авторитет; работа с кадрами; направлять информационное послание; ключевые аудитории, слухи, доклад о выполнении работы.
Translate the following sentences from Russian into English using active vocabulary.
Это средство повышения чистой прибыли.
Вряд ли можно ожидать высоких показателей труда занятых, если людей держать в неведении.
Коммуникация – это двусторонний процесс, состоящий в равной мере из говорения и слушания.
В тех случаях, когда занятые видят, что в результате обратной связи руководством были приняты конкретные меры, то процесс коммуникации приобретает доверительный характер.
Основные принципы коммуникации – это своевременность, открытость и честность.
Процесс изменения внутрикорпоративной культуры мог бы не сдвинуться с места, если бы компания British Petroleumимела возможность почивать на лаврах.
Целью изменения корпоративной культуры был переход от скрытности к открытости; от отношений, при которых информация олицетворяет власть, к отношениям, при которых необходимость делиться информацией и сопоставлять факты, становится естественной.
Совокупность таких явлений, как: низкая результаты труда, проведение опроса занятых, внедрение системы электронной почты, – дала возможность компании British Oilразблокировать каналы коммуникации между руководством и занятыми.
Оживлённые дебаты во время заседания рабочей группы и неоспоримая правдивость основного послания руководства помогли администрации осознать тот факт, что коммуникация – это ключевой процесс, требующий управления; и от него зависит доходность компании.
В то время, как головной офис был занят разработкой стратегических принципов, менеджеры на местах осуществляли процесс коммуникации.
Исполнительный директор имел высокий авторитет среди занятых.
Их ключевой аудиторией всегда были состоятельные люди в возрасте до тридцати лет.
Это область работы с кадрами.
В течение последующих двух лет это информационное послание направлялось аналитикам, прессе и занятым.
К числу факторов, блокирующих коммуникацию, относится отсутствие целенаправленного воздействия на ключевые аудитории.
Give the bilateral translation of the following dialogue.
Для чего нужна коммуникация? – The short answer is that if staff do not know what they are doing and why, they are less likely to perform well. People do perform well if they are briefed in a timely and honest way.
Является ли внутриорганизационная коммуникация столь существенной для руководства? Представляет ли она собой средство чистой прибыли? – Internalcommunicationisavaluablemotivator.It is the corporate glue that helps build teams, reinforces pride in working for a company and encourages people to work that bit harder to beat the competition.
Какое информационное послание необходимо для занятых? – Management now understands the need to make messages as simple and memorable as possible, not to use head office jargon and they are turning to professionals for help.
Translate the following text from English into Russian.
The term internal publics, refers to staff at all levels and are the company’s greatest resource – its people.
There is no doubt that effective management-employee relations, which can help to develop a climate of trust, will contribute to overall job performance. The goals of employee communication – or internal PR – are to establish and maintain mutually beneficial relationships between an organisation and the employees on whom its success or failure depends.
It is clear that the perceptions that staff have of their own organisation cannot be left to chance. As employees are also representatives of their organisation what they say about their place of work to others and their overall attitudes to it all reflect on the organisation itself.
It is important to identify whose responsibility internal communications is. For example, both personnel and PR officers have interests in internal communications; although from different perspectives. There may be times, for instance, during industrial action, when they find themselves in conflict. There is no doubt that internal communication is a task of the public relations people but it is one that is shared with other groups, in particular with those staff working in human resources.
Internal communication is usually handled through the publication of house journals and newssheets, though the recent introduction of intranet communication is already starting to make a huge and important impact.
Internal publications have a number of broad aims:
Keeping employees informed
Providing staff with information necessary to performance
Encouraging improvement and motivation
Improving employee morale
Acknowledging success
The overall objective of effective internal PR is willing, highly motivated support for the organisation and its objectives from its staff.
(Jefkinshttp://nwapa.spb.ru/ftxt/0310/chapter_6.html RR http://– Ch. 19 p.p. 335-343)
- 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