Public Relations

Public relations (PR) are defined as a management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organization with a public interest, and executes a program of action to earn public understanding and acceptance. Public relations help an organization and its public to adapt mutually to each other. The essential function of public relations includes research, planning, communications, dialogue and evaluation.

Today PR is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its mission and values. Essentially it is a management function that focuses on two-way communication and fostering of mutual beneficial relationships between an organization and its public.

PR is one department in an organization that has explicit responsibility for listening to the public. The second step in a good PR program, after listening, is the development of policies and procedures that are in the public interest. Public relations should not be just a promotional tool or a communication device; it should be an action-oriented department with the responsibility to adapt the organization to the public’s wants and needs.

The final step in a PR program is to take action to earn public understanding and acceptance. One does not earn understanding by bombarding the public with propaganda; one earns understanding by having programs and practices in the interest and letting people know that you have them. It is not enough to act in the public interest; you must also inform people of that fact.

Publicity is one function of the public relations department. Publicity is any information about an individual, a product, or an organization that is distributed to the public through the media.

Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR planning.

Publicity is an effective component to the tools of marketing promotion such as advertising, personal selling, and sales promotion.

Publicity often has several advantages over other marketing promotion such as advertising. For example, publicity may reach people who would not read an advertising message. Publicity may be placed on the front page of the newspaper or in some other very prominent position. Of course, publicity is also much cheaper than advertising, because it is published free.

But there are several disadvantages, as well. The media do not have to publish a publicity release, and most are thrown away. Furthermore, the story may be altered so that it is not so positive. There is good and bad publicity. Once a story has run, it is not likely to be repeated. Advertising on the other hand, can be repeated as often as needed.

A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population.

3. Answer the following questions:

1. How are public relations defined as?

2. How does PR help an organization and its public?

3. What is PR today?

4. What is the first / second step in a good PR program?

5. What is the final step in a PR program?

6. What is publicity?

7. What are the advantages of publicity over other marketing promotions?

8. What are the disadvantages of publicity?

9. What tools of marketing promotion do you know?

10. What fundamental technique is used in PR?

4. Give Ukrainian equivalents of the following:

awareness, to alter, several disadvantages, in the public interest, various media, essential function, to tailor, promotional tool, cause, development of policies, target audience, sales promotion, fundamental technique, to identify policies, to publish free, to achieve the mission, effective component, communication dialogue, publicity release, nationwide, mass media, explicit responsibility.

5. Give English equivalents of the following:

виконувати програму дій, як результат, розуміння громадськості, засіб спілкування, через засоби мас медіа, громадський інтерес, з іншого боку, рекламне повідомлення, більше того, оцінювати ставлення громадськості, давати знати, так часто як необхідно, вигідні відносини, розташовувати на першій сторінці, дешевий, викидати, двостороннє спілкування, безкоштовно, стратегічно, громадська обізнаність, контролюючий, чітко визначена відповідальність, поширювати інформацію, обопільно.

6. Match and learn the synonyms:

A: to foster, beneficial, to gain, front page, to define, person, device, to alter, to spread, to appreciate, responsibility;

B: duty, useful, to term, individual, to evaluate, to get, to widen, to change, tool, first page, to encourage.

7. Match and learn the opposites:

A: advantage, public, good, necessary, ability, front, effective, to earn, to send, positive, cheap, to throw away, often, understanding;

B: disability, negative, ineffective, expensive, misunderstanding, to spend, to receive, disadvantage, bad, back, to gather, rarely, unnecessary, individual.

8. Complete the sentences using the proper words from the list below:

propaganda, publicity release, acceptance, public interest, inform, target audience, bombarding, public relations,adapt mutually

1. Publicity is one function of the... … department. 2. A fundamental technique used in public relations is to identify the … … and to tailor every message to appeal to that audience. 3. The final step in a PR program is to take action to earn public understanding and …. 4. Public relations help an organization and its public to … … to each other. 5. The media do not have to publish a … …, and most are thrown away. 6. It is not enough to act in the … …; you must also... people of that fact. 7. One does not earn understanding by … the public with....

9. Put questions to the words in the italics:

1. Publicity may be placed on the front page of the newspaper or in some other very prominent position. 2. The second step in a good PR program, after listening, is the development of policies and procedures that are in the public interest. 3. The essential function of public relations includes research, planning, communications dialogue and evaluation. 4. Publicity is an effective component to the tools of marketing promotion such as advertising, personal selling, and sales promotion. 5. Publicity often has several advantages over other marketing promotion such asadvertising. 6. Publicity is much cheaper than advertising, because it is published free. 7. Advertising can be repeated as often as needed.

10. Match terms with their definitions:

1. a kind of function that focuses on two-way communication and fostering of mutual beneficial relationships between an organization and its public.

2. is any information about an individual, a product, or an organization that is distributed to the public through the media.

3. is one department in an organization that has explicit responsibility for listening to the public.

4. are defined as a management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organization with a public interest, and executes a program of action to earn public understanding and acceptance.

11. Translate into English:

1. Гласність – це одна з функцій відділу зв’язків з громадськістю. 2. Громадська обізнаність є надзвичайно важливою для просування нового продукту. 3. Останнім ступенем у програмі зв’язків з громадськістю є спроба здобути розуміння людей. 4. Сьогодні, робота з аудиторією споживачів включає в себе набір управлінських, контролюючих та технічних функцій. 5. Що є ефективним компонентом просування товарів на ринку? 6. Гласність значно дешевша ніж реклама. 7. Гласність – це прийом, який може інформувати людей, які не читають рекламних повідомлень. 8. Вам необхідно мати програми зв’язків з громадськістю і обов’язково інформувати людей про цей факт. 9. Реклама може бути розташована на першій сторінці газети або в іншому дуже вигідному місці. 10. Зв’язки з громадськістю допомагають організації та її громадськості пристосуватись один до одного.

Grammar: Appendix #3

Appendix #4

v Infinitive Complexes

Exercise 12. Insert «to» where necessary before the infinitives in brackets:

1. You needn’t (ask) for permission, you can (use) this information wherever you like. 2. Our colleagues seemed (know) this country very well. Yes, they used (be) here. 3. I’m sorry (disappoint) you but I can’t (let) you (have) any more money till the end of the month. 4. The delegation is expected (arrive) in a few days by plane. 5. They won’t let us (l eave) the Customs till our luggage has been examined. 6. The manager made the secretary (write) all protocols urgently. 7. They refused (accept) our delivery terms. 8. Please, let me (know) your decision as soon as possible.

Exercise 13. Practice the following sentences as it is suggested in the model, using the words given in brackets:

Model: I saw a new employee coming to the office. (surprised)

I was surprised to see a new employee coming to the office.

1. We heard that partners couldn’t come to see us after the presentation. (disappointed) 2. The staff manager found that no preparations for the conference had been made. (surprised) 3. Our colleagues received an invitation to the meeting with the company president. (delighted). 4. I learnt that no room in the hotel had been reserved for me. (annoyed) 5. They saw a photograph of themselves on the front page of the local magazine. (astonished) 6. Students realized that they had passed the exam successfully. (glad) 7. When I saw the list of applicants, I found my name at the very bottom. (sorry)

Exercise 14. Replace the group of words in italics by the infinitives:

1. The secretary opened the table and was very astonished when she found that some important papers weren’t there. 2. The manager advised us not to argue with our chief, which was very clever. 3. We were astonished when we heard that our new marketer had left the country. 4. Our company was the first who introduces this product in the market. 5. It is advisable that we should expand the international sales. 6. There was no place where our office could send promotion leaflets. 7. It is better that applicants fill in questionnaires in the conference hall.

Exercise 15. Transform the following complex sentences into simple ones using the Objective Infinitive Complex:

1. I heard that the president of the company expressed his opinion. 2. We expected that our partners would face many problems. 3. Top manager believes that this is the only way to avoid the mistake. 4. I think that this solution of the problem is rather good. 5. We didn’t want to buy new office but our partners forced us. 6. Nobody noticed her as she left the party. 7. I desire that our new partners sign documents this week. 8. My parent’s wish is that I become a successful marketer.