Now translate the following sentences from the text to make sure you understand the meaning correctly.

1. Though the job often involves the dissemination of information, some view this cynically as "spin doctoring".

2. Regardless, the successful PR person must be a good communicator-in print, in person and on the phone.

3. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns.

Reading

1. Read the text and write down the questions for these answers:

1. The purpose of public relations is to inform, shape opinions and attitudes, and motivate.

2. The media’s power and influence in democratic society reside in their independence from government control.

3. Media gatekeepers give your information credibility and importance by deciding that it is newsworthy.

QUALIFICATIONS AND PREPARATION

A public relations specialist is an image maker. Their job is to generate positive publicity for their client and enhance their reputation. The client can be a company, an individual or a government. In the government PR people are called press secretaries. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices. Though the job often involves the dissemination of information, some view this cynically as "spin doctoring." There is an old saying about PR that 'Advertisers lie about the product. Public relations people lie about the company.'

Regardless, the successful PR person must be a good communicator-in print, in person and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their client. They must keep lines of communication open between the many groups affected by a company's product and policies: consumers, shareholders, employees, and the managing body. Public relations people also write press releases and may be involved in producing sales or marketing material.

Public relations is a good career for the generalist. A PR person must keep abreast of current events and be well versed in pop culture to understand what stories will get the publics' attention. It takes a combination of analysis and creative problem solving to get your client in the public eye. The content of the work is constantly changing and unforeseen challenges arise every day. As one public relations person explained, "In addition to the standard duties, a PR person might have to shepherd an alcoholic and half-mad (but brilliant) author through a twenty-city interview tour or try to put a warm 'n fuzzy spin on the company's latest oil-spill." Because public relations people work so closely with the media there is often a great deal of exchange between these fields. Many PR people become journalists to exercise more creativity; a number of journalists turn to public relations for better money. PR people also often go into marketing, particularly at the more senior levels.

2. Find the words in the text which mean or describe the following:

1. firm belief, confidence;

2. regular and usual;

3. always wanting more of something;

4. people who have been chosen to speak officially for a group, organization, or government;

5. an occasion when famous person is asked questions about their life, experiences, or opinion for a newspaper, magazine, television program etc.;

3. Translate the following word combinations into Russian and use them in sentences of your own:

1. To provide/ to gather/ to process information

2. media tour/ outlets/ advisories

3. investigate journalism/ report/ work

4. accurate/ timely/ comprehensive information

4. Match the words. Use them in sentences of your own:

Fact advisories

Op-ed sheets

Media kits

Press articles

Routine channels

News demand

Insatiable release

5. Explain the following statements:

1. Ego needs. These include self-esteem, self-confidence, accomplishment, status, recognition, appreciation, and the respect of others.

2. Whenever there is a common interest, there is formal or informal grouping.

Follow-up

1. Are you looking forward to becoming a PR specialist? Is it the profession of your dream? This quiz will help you find out if you have the personal characteristics you need to have a career as a public relations specialist. Do the Public Relations Specialist Career Quiz to find out if you suit to this profession.

A.

1: When you have to orally convey information to others how well do they understand you?

-Very well.

-Fairly well.

- Not at all.

2: Do you like your work to be structured or do you prefer to make things up as you go through your day?

- I like my work to be structured

- I think structured work is boring.

- Either way is fine with me.

3: How do you feel about talking on the telephone?

- I don't mind it if I don't have to do it too often.

- I hate talking on the phone.

- I like talking on the phone.

4: How well do you understand what others tell you?

- Very well.

- Fairly well.

- Not at all.

5: How do you feel about regularly having face-to-face discussions with individuals or teams?

- I like discussing things with other people.

- I don't really like talking to other people.

6: How do you feel about taking on new challenges?

- I'm always game.

- I'm willing to take on new challenges but prefer not to.

- I don't like new challenges.

7: Are you good at conveying your thoughts through writing?

- Yes.

- I have trouble putting my thoughts into written words.

8: Can you easily understand written material?

- Yes.

- I tend to miss things when I read.

9: Are you comfortable using email?

- Yes.

- I don't like communicating by email.

10: Which one do you prefer?

- Working in a team.

- Working alone.

- Either working on a team or alone.

11: Are you always very accurate?

- Yes, always.

- I'm generally accurate.

12: How often do you complete tasks on time?

- Always.

- Usually.

- Never.

13: Which statement best describes you?

- I have (or I am willing to earn) a bachelor's degree in public relations, journalism, communications or advertising.

- I have (or I am willing to earn) a bachelor's degree in a major other than one listed above.

- I don't have, nor am I willing to earn, a bachelor's degree.

Now think over the answers you have chosen. Do you find it possible for yourself to become a PR specialist?

B. What personal characteristics should a true PR specialist possess? Discuss in pairs what character features are necessary for public relation workers.(To express your thoughts clearly see Appendix 2)

Date: 2016-01-14; view: 1326