Exercise B. True of false?

1. The history of public relations is 100 years old.

2. The history of PR as a profession is relatively brief.

3. People always tried to give definitions to multiple publics.

4. Modern public relations grew out of fields of publicity and press, relations.

5. Public relations was recognized by more organizations later.

6. Definitions of PR began to include multiple audiences and one­time activities.

7. PR is not a systematic process, it is rather a function of man­agement.

8. In 1988 the Assembly of the PRSA made an attempt to solve the problem of a definition of the PR.

9. In the definition adopted by PRSA the function of research and dialogue are mentioned.

10.Key words in the definition of PR are " organization" and " pub­lics".

11.British Institute of PR in its' definition mentions goodwill and understanding.

12.The purpose of the PR, according to the text, is 'to establish mutual misunderstanding'.

Exercise С Fill in the gaps:

1) PR as a profession was... less than a 100 years old.

2) People always tried to give... to public relations.

3) The earliest definitions... the roles of press relations and pub­licity.

4) The most important fields PR grew from are... and....

5) Later PR was... and... by more organizations.

6) In 1988 PRSA made... to solve the problem of a definition.

7) PRSA officially... a definition of PR in 1988.

8) In the definitions by PRSA functions of..., planning, commu­nications, dialogue are....

9)... in the definition of PR are " organization" and " publics".

10) " Public relations is the planned and... to establish and main­
tain... and understanding between an organization and its pub­
lics."

Exercise D. Translate:

1) PR как профессия насчитывает менее ста лет.

2) История PR относительно коротка.

3) Ранние определения PR делали акцент на отношениях с прес­сой и известности.

4) Позднее в двадцатом веке PR были признаны и задейство­ваны большим количеством организаций и бизнесменов.

5) Более поздние определения PR стали включать в себя необ­ходимость исследований перед началом действий.

6) Перед началом действий необходимо осторожное планирова­ние, оценка результатов.

7) PR — это систематический процесс, не одноразовый вид дея­тельности.

8) PR работает со многими аудиториями.

9) Участие публики — важный инструмент PR.

10)PR нуждается в долгосрочных проектах.

Exercise E. Discussion

1) What definition of PR do you like more — by PRSA or IPR? What are these organizations? How are they different? How dif­ferent are their definitions? Explain.

2) What definition of PR is used in your country? Translate it into English and compare with the definitions from the text.

3) What is different in the definition of PR in your country? Write down a definition of PR practice in your country that you think will reflect the national culture.

" Similar notions in many definitions suggest that public rela­tions:

1. Conducts a planned and sustained program as part of man­agement

2. Deals with the relationships between an organization and its publics

3. Monitors awareness, opinions, attitudes, and behavior inside and outside the organization

4. Analyzes the impact of policies, procedures, and actions on publics

5. Adjusts those policies, procedures, and actions found to be in conflict with, the public interest and organizational survival

6. Counsels management on the establishment of new policies, procedures, and actions that are mutually beneficial to the organi­zation and its publics

7. Establishes and maintains two-way communication between the organiza tion and its publics

8. Produces specific changes in awareness, opinions, attitudes, and behaviors inside and outside the organization

9. Results in new and/or maintained relationships between an or­ganization and its publics"

From Effective Public Relations, Seventh edition, by Scott Cutlip et al.

Text В

«My Friends And Family Still Aren't Sure Exactly What I Do»

When I graduated with a Bachelor's degree in PR from California State I had a new diploma, a smile on my face and no idea of my plans for future. But I was so happy to have graduated! The fact that I had no plan didn't bother me at all. I wanted to have the feeling of freedom as long as possible. So, I chose an easy sum­mer internship. At the time it was great. I had little responsibil­ity and made decent money.

When the summer was over, it was time for me to start work­ing and I understood that I had no experience in public relations. I was nervous but began to research different companies.

I found the Orange County Visitor Bureau Web site. I had never thought about the tourism industry, but, as I looked at the

site, Ibecame interested. I called and was told that they had an entry-level position in the department of communications. The job was waiting for me.

My first interview with the Convention Bureau came after three weeks of job hunting. My lack of experience made me nervous about the interview, but I had some important experience. I was the editor-in-chief of my college paper and I had served as executive director of Communications Week at California State University. These were my trump cards and they worked.

I knew that it would take a few months to find a job and that it would be rare to get a job in my field. I guess I am one of the lucky ones — I was hired by the first organization that I interviewed with. It was an example of the right place at the right time.

I have been at the Bureau for 18 months and my friends and family still aren't sure exactly what I do. My friends think that I work for Disney and my father thinks that I am a secretary for the city administration. I'm somewhere in the middle. Our goal at the Bureau is to promote Orange County as an attractive tour­ist center.

My first few days on the job were very boring. On day four my manager told us that she was leaving. I was given additional tasks and had to work than any other people who had my position before. That would be like that for the next year. Each month brought with it more challenges. As I proved myself, I was given more respon­sibility and I began to understand public relations.

Adapted from Public Relations Tactics, By Tracy Sandoval