Vocabulary. entry intocareer — начало трудовой деятельности combined with— вместе с

entry into career — начало трудовой деятельности combined with— вместе с... internship — стажировка

communicate effectively — эффективно общаться essential — необходимый

entry-level specialist — начинающий специалист to seek— искать

broadcast journalism —вещательные СМИ — радио и ТВ print journalism — печатные СМИ employees — работники

communication skills — способности к общению bachelor's degree—степень бакалавра master's degree — степень магистра common — обычный proposals — коммерческие предложения annual reports — ежегодные отчеты desktop publishing — программы верстки social science research— социальные исследования survey design — разработка анкеты creative writing — написание материалов helpful— полезный

non-profit organizations — некоммерческие организации part-time internships — стажировка с неполной занятостью provides an opportunity — предоставляет возможность portfolio — портфолио (подборка материалов) school publication — университетская газета (журнал) initiative — инициатива

communicate thoughts clearly and simply — общаться (передавать ин­формацию) ясно и просто

decision-making —навыки принятия решений

problem-solving — навыки решения задач

research skills — навык проведения исследований

outgoing personality — открытый характер

self-confidence — уверенность в себе

enthusiasm — энтузиазм

competitive — соревновательный (ориентированный на победу)

Questions to the text:

1. What are the standards for public relations as a career?

2. What is the good qualification for PR manager in the USA?

3. What degrees do many entry-level PR specialists have?

4. What specialists do some firms seek?

5. What degrees do many colleges and. universities offer?

6. What is the common PR education in the USA like?

7. What modules is the PR education in the USA is divided into?

8. What are the specializations of PR in the USA?

9. How colleges help students of PR?

10. What is said about portfolios?

11. What qualities are essential in the profession of PR specialist?

Exercise A. True or false:

1. There are no standards for entry into a public relations career.

2. A university education should be combined with public relations experience to be prepared for the PR work.

3. All entry-level PR specialists have degree in PR.

4. Some firms seek specialists in electronics for PR positions.

5. Some employers seek applicants with good communication skills and a field related to the firm's business.

6. Many colleges in the USA offer doctorate degrees in PR.

7. A common public relations education includes courses on writ­ing news releases.

8. PR specialists study survey design and social research.

9. Courses on military education are also helpful for the PR spe­cialist.

10. Among specializations there are business, government and non­profit organizations.

5. Зак. 748

Exercise B. Finish the sentences:

1. There are no standards for...

2. A university education combined with..., usually after an intern­ship, is an excellent....

3. The ability to communicate effectively is...

4. Many entry-level public relations specialists have...

5. Some firms seek college graduates who have...

6. Many colleges and universities offer...

7. A common public relations education includes...

8. In the research module future PR specialists study...

9. Specializations are offered in public relations for...

Exercise C. Translate into English:

1. He существует единого стандарта для карьеры в PR.

2. Университетское образование, совмещенное с практикой PR, является прекрасной подготовкой к работе специалиста PR.

3. Способности эффективно общаться является обязательными для PR-специалиста.

4. Некоторые фирмы в США ищут выпускников университетов, которые работали в электронной или печатной журналистике.

5. Другие наймодатели ищут соискателей с хорошими навыка­ми коммуникации или опытом в области, схожей со сферой деятельности фирмы.

6. Многие колледжи и университеты предлагают курсы по PR.

7. Классическое образование PR-специалиста включает в себя курсы по принципам и технологиям PR.

8. Курсы по рекламе, журналистике, финансам, политологии, психологии, социологии также полезны для будущих специа­листов по рекламе.

9. В университетах США предлагаются следующие специали­зации PR— PR для государственных структур (правитель­ства), бизнеса и некоммерческих организаций.

Exercise D. Discussion:

1. Do you think that experience of working in the media and com­munication skills are more important than university educa­tion?

2. Do you have writing courses at your faculty or department? What kind of specialized course do you feel are needed?

Lesson 5. Public Relations
________ in a World of Corporations

Text A Need for an Internal Department Text В PR Manager and the Management

Text A Need for an Internal Department

Adapted from Frank Jefkins When a company is beginning to spend a lot of money on advertising it becomes necessary to choose an advertising agen­cy, but the opposite is true with PR. The clients share the spe­cialist services of the advertising agency staff instead of having to employ full-time staff of their own. With certain exceptions like large department stores and big travel agents, the adver­tiser would not need this expensive specialist staff all the year round.

But when a company has a lot of PR work it may be prefer­able to handle it through an internal PR department. The con­sultancy is useful when it does not pay to have an in-house PR department. Consultants can help the internal PR staff when spe­cial skills are wanted.

PR departments are not better than a PR consultancy. They are different and a large organisation will probably use both. But there is another interesting difference. The advertising agency is usually employed for two reasons: its can buy space and broadcasting time economically and it can make creative advertisements.

The PR practitioner is more of an all-rounder, adviser and campaign planner. The company is the source of information and creativity for PR practitioner. The more the PR manager knows about the organisation the better, for he or she speaks on its behalf.

A mass market product manufacturer may spend much on advertising and little on PR. A industrial company may spend lit­tle on advertising and invest in PR activities. No two organisations are alike. The important thing is that management should use PR

•because it needs to communicate with certain publics. The PR im­pulse must start at the top.

Thus a PR department may consist of no more than a PR man­ager and a secretary, while others will have press officers, a house journal editor, a designer, a photographer and so on. There are also organisations which do not employ a full-time PR specialist but the responsibility is handled by a marketing, sales or advertising manager. In some organisations PR may be included in the duties of the director or a secretary. In some organizations PR is handled by the secretary. However, most local authorities in the UK now have full-time PR staff.

Most PR work is conducted outside the consultancy world — the opposite to advertising where agency personnel predominate — and that PR departments and staff will be found in numerous non-com­mercial organisations which never or hardly ever advertise.

The chart shows the possible staffing of a PR department in a large manufacturing company.

Public Relation Manager

Secretary

Assistant Public Relations Manager

Secretary

/----------- /----------- /----------- /----------- /

House Journal Works Visits Photographer Print and Press Officer
Editor Organiser Pulications

Officer Secretary

Secretary