Текст книги "Английский для PR-специалистов"

Ксения Симонова
Английский для PR-специалистов

ПРЕДИСЛОВИЕ

Настоящее пособие предназначено для студентов, специализирующихся в области связей с общественностью и менеджмента. Работу с пособием рекомендуется проводить при обучении английскому языку в вузе.

Связи с общественностью, или PR, сформировались как профессия в начале 20 века и заняли прочное место в системе экономических и общественных отношений цивилизованных стран. Связи с общественностью обеспечивают гармоничное взаимодействие между властью и населением, содействуют развитию прогрессивных демократических процессов в политической и общественной жизни. Связи с общественностью – это самостоятельная и динамично развивающаяся отрасль современного бизнеса.

Выражение «Public Relations» впервые упоминается в 1907 году президентом США Томасом Джефферсоном, когда он в тексте «Седьмого обращения к конгрессу» вычеркнул выражение «состояние мысли» и вписал «PR». Это можно считать формальным истоком современных связей с общественностью.

Цель пособия – сформировать у студентов следующие навыки:

• научиться читать и понимать оригинальные научно-популярные тексты;

• уметь поддерживать беседу на английском языке и делать сообщения в рамках изучаемых тем;

• адекватно переводить оригинальные тексты среднего уровня сложности.

Пособие состоит из 10 уроков.

Каждому тексту предшествует список активной лексики, либо высокочастотной в специальной литературе, либо абсолютно необходимой для последующего устного обсуждения темы урока.

При составлении пособия использовалась выборка английских пи– ар-терминов общим объемом в 1000 терминологических единиц, составленная на основе сплошного просмотра специальных текстов и лексикографических источников объемом в 20000 знаков, а именно: двуязычных отраслевых словарей отечественных и зарубежных авторов, специальных журналов на английском языке, научно-популярных статей из сети Internet, – что обеспечивает достоверность полученных результатов.

Активная лексика урока закрепляется в ходе выполнения послетекстовых лексических упражнений. Предполагается, что в ходе работы с пособием студенты смогут усвоить и активно использовать до 300-350 новых лексических единиц, высокочастотных в литературе по PR и менеджменту.

Поскольку тематика текстов уже знакома студентам из курса по специальности, на их основе можно успешно развивать навыки устной речи. Это прежде всего вопросно-ответная форма работы над текстами, пересказ отдельных положений из текстов, пересказ целого текста, составление диалогов, поиск синонимов и антонимов, сообщения студентов о состоянии поднимаемых в текстах проблем, а также о разной их трактовке в России и за рубежом и т. д.

Каждая часть пособия имеет приложение, состоящее из текстов. Тексты приложения могут быть использованы как для групповой, так и индивидуальной работы после изучения соответствующих основных текстов.

UNIT I

MASS MEDIA

I. Read and learn new words:

to spend one's leisure time – проводить свое свободное время

movie audience – киноаудитория, кинозрители

predominantly – по преимуществу, главным образом

video facilities – видеосалон

to emerge – появляться, возникать

cinema-going habit – привычка ходить в кино

adventures – приключения

grown-ups – взрослые

not without pleasure – не без удовольствия

to include – включать

feature film – художественный фильм

genre – жанр

western – вестерн

thriller – триллер

performance – сеанс

entertainment – развлечение

cinema screens – киноэкран

to dominate – превалировать, занимать ведущее место

to be fond of – любить что-либо, нравиться кому-либо

It's a pity – жаль, к сожалению

It's an open secret – ни для кого не секрет, что…

to give preference to smth. – отдавать предпочтение чему-либо

amusing adventures – забавные приключения

woman-reporter – женщина-репортер

hunter – охотник

to look down on smb. – смотреть свысока, презирать кого-либо to

rescue smb. out of smth. – спасти кого-либо

an essential feature – важная черта

viewer – зритель

to relax – расслабиться

to switch on – включать (телевизор, радио)

hardly – едва

satellite television – спутниковое телевидение

enormous – огромный

to supply – обеспечивать, поставлять

rumours – слухи

to advertise – рекламировать

coverage – освещение в печати, по радио

event – событие

entertainment – развлечение

fashion – мода

huge – огромный

discovery – обнаружение, открытие

to be keen on – увлекаться чем-либо

to provide – снабжать, обеспечивать

disaster – катастрофа

earthquake – землетрясение

negotiations – переговоры

pollution – загрязнение

strike – забастовка

broadcast – трансляция

II. Read the text and form the main idea of the text:

MASS MEDIA

Mass Media are one of the most characteristic features of modem civilization. People are united into one global community with the help of Mass Media. People can learn about what is happening in the world very fast using Mass Media. The Mass Media include newspapers, magazines, radio and television.

The earliest kind of Mass Media was newspaper. The first newspaper was Roman handwritten newssheet called «Acta Diurna» started in 59 B.C. Magazines appeared in 1700's. They developed from newspapers and booksellers' catalogs. Radio and TV appeared only in 20th century.

The most exciting and entertaining kind of Mass Media is television. It brings moving pictures and sounds directly to people's homes. So one can see events in far-away places just sitting in his or her chair.

Radio is widespread for its portability. It means that radios can easily be carried around. People like listening to the radio on the beach or picnic, while driving a car or just walking down the street. The main kind of radio entertainment is music.

Newspapers can present and comment on the news in much detail in comparison to radio and TV newscasts. Newspapers can cover much more events and news.

Magazines do not focus on daily, rapidly changing events. They provide more profound analysis of events of preceding week. Magazines are designed to be kept for a longer time so they have cover and binding and are printed on better paper.

Mass Media has become an important part of our life. We all have already become listeners, readers, viewers long time ago. We get information we need while we are reading newspapers and magazines, watching TV, listening to the news on the radio. If you want to relax, you can just switch on any FM station and enjoy music or you switch on your TV set, choose one of the music channels and have a fun. Now you can hardly imagine that just 15 years ago there were no FM radio in the state, no satellite television and internet at all.

Newspapers, with their enormous circulation report, different kinds of news can supply any kind of information. They carry articles that cover the latest international and national events, all kind of rumours, advertising, fun stories, biographies of well-known people, etc. You can buy newspapers also for the radio and TV programs, where a full coverage of commercial, financial and public affairs is given. Our television provides so much information which can vary from social and economic crises, conflicts, wars, disasters, earthquakes, to diplomatic visits, negotiations; from terrorism, corruption, to pollution problems, strikes and social movements that sometimes we are lost in this information ocean.

Radio broadcasts are valued mainly for their music programs (Europe Plus, Russian Radio, etc.).

Viewers are fond of watching different show, movies, sports, plays, games, educational and cultural programs and soon.

EXERCISES COMPREHENSION

I. Answer these questions:

A: 1. How do lots of people find going to the cinema?

2. Who makes up the movie audience?

3. Why have cinema attendances declined sharply?

4. Is the cinema-going habit still a strong one?

5. Are you fond of going to the cinema?

6. How do we get information that we need?

7. What information can we find in newspapers?

В: 1. What films have cinema screens in this country been dominated by?

2. What genres of feature films are there?

3. In what time do we live now?

4. What do you give your preference to?

5. What does the film you saw last tell?

6. What is an essential feature of American films?

7. How many performances have many cinemas a day?

8. Why can one be lost in the information ocean of television?

9. What is the main value of radio broadcasts?

II. Note the pronunciation of the following words:

Community, earliest, focus, detail, magazines, imagine, circulation, affairs, enjoy, ocean, broadcasts, cultural, programs, coverage, portability.

III. Give the meaning of the following word combinations, suggest how they can be translated into Russian:

Mass Media; modern civilization; Roman handwritten newssheet; while driving a car; radio entertainment; much detail in comparison; rapidly changing events; cover the latest international and national events; full coverage of commercial, financial and public affairs.

IV. Suggest the English for:

Глобальное сообщество, газетные и книжные каталоги, двигающиеся картинки, портативность, легко носить с собой, переплетать, полный охват, выбор, спутник, культурная жизнь, дорожить, обширный, широкий ассортимент, в основном, проблемы загрязнения, переговоры, вряд ли, варьироваться, представить, прокомментировать, включать в себя.

V. Find synonymous to the following words:

VI. Compare the following English and Russian words:

VOCABULARY EXERCISES

VII. In the following groups of sentences, show the difference in meaning in bold type:

1) Grandmother always covered the table with a lace cloth. The roof was covered with wooden shingles. The tent covered the campers from the rain. Some woods which covered their retreat were great. She covered her face with her hands.

2) The ship could carry 70 passengers. This tricycle has carried me five thousand miles. He was carrying a briefcase. The bellhop carried the luggage upstairs. You have to carry a mobile so that they can call you in at any time. All the newspapers carried the story. A mission carried him in early life to Italy. They did not carry this tower to the height it now is. The defences were not carried down to the water. He carried his audience with him. He strove to carry with his own hand the victory. The army carried everything before them and gained control of all the important towns in a few weeks. Always kept his temper and carried everybody, especially the chaplain. Our party carried the state, as usual. The bill was carried. The remaining clauses were carriedunanimously. The walls carry the weight of the roof. We carry big ads. in all the papers. Schmitt hung him over his shoulder in a comfortable carry.

3) The girl was an arch, ogling person, with a great play of shoulders. Their comprehensive minds would, in that state of society, have found no play. The insignificant Gray-Snyder murder trial got a bigger «play» in the press than the sinking of the Titanic. I wished the country received a better play in the American press (Hugh McLennan) He played about them like a bee. No smile ever played upon her thin lips. Lightning plays in the sky. Alfred allows his fancy to play round the idea. The molars play vertically on each other like a pair of scissors. We kept playing the enemy with round-shot. The fountains played in his honour. The children play indoors when it rains. It's no good playing at business; you have to take it seriously. Of the 70,000 men «playing» 40,000 are non-unionists.

VIII. Learn the following word combinations, translate them into Russian. Make sentences with each:

All of a kind, two of a kind, coffee of a kind, nothing of the kind, I kind of expected it, pay in kind.

Until the present, up to the present, at present, these presents, know all men by these presents, present company excepted, to give a present of smth. to smb., anniversary present, birthday present, Christmas present, wedding present, I am happy to present this gift to the hospital. When you're presented with a chance to improve your position, take advantage of it. Let me present my husband to you. Present arms! Never present a gun at someone.

Similar in colour, a similar opinion, on similar occasions, to be in a similar situation, similar in every respect, similar to smth.

IX. Answer the following questions. Sum up your answers.

My Daily Paper

1. What newspapers do you read? 2. What newspapers and magazines do you subscribe to? 3. What paper do you prefer, and why? 4. Where do you look for home news in your paper? 5. Where is news of the world usually printed? 6. What problems were discussed on the pages of your paper yesterday? 7. Why is it both important and necessary to read the papers every day?

Headlines

1. What do you think caused the appearance of Headline English? 2. Why is it important to learn to read headlines in English newspapers?

SUPPLEMENTARY READING

MEDIA MIX

This model for media mix decisions merits your consideration for its orderliness and simplicity. The model is used to construct international media plans for business-to-business advertising and is based on work done by international media consultant to Lhoest.

There are six essential steps. Three deal with gathering relevant data and three with converting this data into effective media plans.

Screening the Market. The first step is to conceptualize the market to be reached in each country or group of countries. To do this, you construct a grid for each geographic area covering important target audiences, i. е., the industrial fields to be covered, crossed by the job functions involved in the buying decision.

For example, a national grid for data processing used in a variety of industries, where the buying decision is made at several levels, would name the market sector horizontally across the top of the grid. For instance, financial institutions, general manufacturing, retailing, local government, etc. The l)uying influences would be listed vertically, divided between people with essentially staff functions (managing directors, data processing managers, financial managers) and operating management (works managers, manufacturing or production managers, etc.).

Plotting the Target Groups. The second step is to indicate the fields and functions to be covered by the advertising campaign by filling in the appropriate grid boxes. The result will tend to fall into one of three general patterns. First, the campaign may cover many industries, but only a few different buying influences. Second, the campaign may cover only a few industries but man buying influences within each industry. Third, and most common, is a combination of both: an advertising campaign may have to reach several industries; some of the industries may have a large number of buying influences, and the rest, a smaller number of isolated buying influences. The pattern that develops in your instance will help you determine the types of media to use in your specific mix.

Weighting the Targets. At this point you weight each target audience according to its relative importance. When this step is completed, you will be able to use numbers on the grids to clearly identify the most likely sales prospects. Weighting discloses another important descriptor for media Planning. When industry structures are essentially similar from one country to another, the perspective can be international. However, when industry structures vary widely, national characteristics and indigenous media must be given considerable prominence.

Many companies have a combination of perspectives (as well as national and international objectives) which accounts for the fact that such companies often have corporate programs and national subsidiary programs.

Abstracting the Media Strategy. The weighted grids now permit us to broadly define media strategy. With a limited number of similar buying influences in several industries, horizontal targets (job functions) probably can be reached most effectively through space advertising in horizontal publications. When it is necessary to reach several job functions in a limited number of specific industries, vertical industry targets cover a broad range of functions within the specific industry. (However, suitable vertical publications frequently are difficult to find. Thus, as an alternative, we might consider direct mail, company-sponsored magazines/newsletters, seminars, etc.)

Selecting the Best. Once the overall media strategy has been defined, use the grids and relevant supporting information to help you screen the appropriate media and alternate channels of communication for the best candidates. It may happen that no national media meet the criteria of the overall media strategy. When this occurs, alternate channels must be found, possibly regional or international media.

Consolidation. Once the key media have been selected, you complete the model by pulling the media recommendations together into a coherent, unified whole. This effort proceeds at both the national and international levels. Nationally, the prime objective is to avoid excessive overlaps by selectively eliminating media which cover the same industries and job functions. Internationally, the prime objective is to examine language overlaps, i. е., media overspill from one country to another. By capitalizing on such language overlaps, shrewd planners often can eliminate the need to buy space in local publications, depending instead on the reach of strong regional ones to do the job.

Use of this model, in a collection of national markets as sophisticated and complex as Europe, helps decision-making and can save substantial sums of money without diminishing the reach and effectiveness of a campaign. If a Pan-European marketing strategy can be developed, you realize great savings by developing a common media mix.

Using the Model.

If you distribute data processing equipment and your objective is to reach and influence savings institutions, and if you can identify several functional levels involved in the purchasing decision of data processing installations, then you will aim your media choices toward those vertical magazines – e. g., Savings Banks International – most widely read by all pertinent functions. If your objective is to reach and influence heads of data processing departments across manufacturing industries, look for horizontal magazines such as the 22 national publications in the Computer World network that are aimed at data processing department managers across industry. If your corporate objective is to create more awareness and preference for your company at the highest levels of business management, target top management in magazines like Management Today, Capital, Nikkei Business, and Business Week's international edition.

By identifying the range of vertical markets to be covered and the spectrum of buying influences, this model provides initial direction as to channels of communication and categories of publications most effective for your purposes.

Strengths and Weaknesses of Newspapers.

Continuing the data processing example, financial newspapers such as Handelsblatt in Germany, Financial Times in the U.K., NRC Handels– blatt in Holland, and leading national newspapers read by upper income people such as Frankfurter Allegemeine Zeitung, Le Figaro, and The Times, are customarily evaluated with general business magazines for capital equipment advertising. When evaluating newspapers, keep in mind their liabilities. They are short lived; if a reader skips today's newspaper today, the reader is unlikely to read it tomorrow. Newspapers do not have a pass-along circulation to other people as do magazines. A substantial portion of any newspaper's circulation will be wasted for most capital equipment advertisers. Newspapers are printed on poor-quality paper stock with poor reproduction of halftones.

To advertise products as expensive as data processing systems, financial-business newspapers have their advantages. Business newspapers are read by higher levels of management who do not often read vertical market media. They reach hidden buying influences such as members of a capital appropriations committee who may be financial officers of a prospective customer company, people who are not easily reached via direct personal selling or specialized media. Newspapers are timely and have shorter closing dates for advertisements. Business-financial newspapersare appropriate vehicles for important new product announcements. The news value of the editorial coverage adds importance to the news value of a product announcement.

Strengths and Weaknesses of Magazines.

The benefit of placing advertisements in appropriate magazines rather than newspapers is the greater life of magazines – at least a week and sometimes two months or more. Magazines selected to carry your advertisements will normally have less waste circulation than newspapers. The day of «general interest» is past, and today special-interest magazines serve narrow technologies, services, and job functions with in-depth editorial coverage. In evaluating special interest media, avoid buying media with circulations too narrow for your best interests. For example, it is often possible to buy «X» vertical industry magazines to reach «X» industry segments, but a general business magazine serves the information needs of a combination of vertical industry segments. Magazines such as Belgian Business, Impact, and Par-dela in Belgium are actually horizontal business magazines that can be viewed as vertical industry magazines covering a multiplicity of industries. The reach of a general business magazine in one vertical industry may preclude buying a vertical medium.

When numerous vertical industries and numerous functions within these industries are important, you will want to examine general business magazines and newsweeklies. However, when relatively few vertical industries are identified or when there are many vertical industries but only a few job functions of importance, you will lean toward the more specialized vertical or horizontal trade publications.

Buying fewer magazines means lower production costs. The general rule is to spend as much of your publication advertising budget as you can on space and as little on production as is consistent with quality standards. When you interest is in manufacturing industries of all kinds, the general industrial magazines such as Industrie Anzeiger and L/Usine Nouvelle are important, but they must be examined critically to make certain they are read at the right levels of management for your purposes.

There is also a danger in buying vertical industrial publications. Their cost per thousand is often high, but they enable you to pinpoint instead of shotgun your messages.

Avoid Being Too Traditional.

You can provide a creative service by finding new and better channels to reach the target groups of your company.

IBM was the first company to advertise a product other than books and records in the Book Review section of the New York Sunday Times. It used the Book Review' section as a «trade paper» to reach book publishers, a creative first. A bandage manufacturer used posters with sample boxes in Belgian Laundromats heavily frequented by mothers with young children – the target audience – and the samples were replenished by the Laundromat employees, another mark for creativity.

The point is to explore innovative media approaches. The rewards are impact, memorability, and recognition, far more consequential than the rewards from using the safer, usual approaches to media selection.

When you evaluate media for mix, select from the full media spectrum. Most advertisers think of publication and broadcast media, but in international markets, cinema advertising, posters, shows, point-of-purchase materials, promotions, sports-team sponsorship, and the like can also be evaluated for efficient transmission of your message along with direct mail, seminars, audiovisuals, special events, sponsored magazines, and publicity and marketing public relations. Look for a sound media balance and avoid diluting limited advertising funds by using media not pinpointed to your target audiences.

Media Buying.

When possible, buy broadcast and indigenous print media for a foreign market in that foreign market. Many list prices are negotiable, and a local media buyer is usually positioned to negotiate more successfully than is a foreign media buyer. In the principal business cities of the world, you buy the mainstream international and pan regional media in the same way you buy media for the domestic market. Most such media are represented in those cities. In advertising centers such as New York and London, you can efficiently buy the more important foreign indigenous media through sales offices or offices of representatives which the publishers support. A London or New' York media buyer dealing with a local sales office or media representative firm can obtain the lowest possible prices. So much space is purchased in these advertising capitals that local representatives have considerable influence with their publishers.

You can purchase foreign business, professional, and trade media through media buying services. Such groups work for clients and advertising agencies and are compensated by sales commissions by retaining a share of the agency commission, or by supplemental time charges. They find the media suited to a client's needs, provide data in English for evaluation, buyspace, and provide all necessary production and closing date information. Some are buying services; others offer media evaluation and program development work. For buying broadcast media, buying services are helpful even when you retain overseas agencies. Agencies with well-established international links use buying services or international media consultants to fill gaps in their own organizations or to handle complicated media buys.

Conclusion.

Media buying is best done for the market in the market. Several major business centers have representatives from most national markets whose ability to negotiate is high. However sophisticated your media buying plan and advertising agency, a media buying service may provide much-needed services.

WHAT THE AUDITS TELL

The OJD in France sums up its purpose as follows: «To control printed and distributed circulation, paid or non-paid, of the (French) daily and periodical press. A very detailed breakout of the distribution (circulation) gives the advertiser and the agency the indispensable quantitative base necessary to gain an accurate understanding of the medium, and the publisher the justification for his advertising rates to the degree that they are based on the circulation».

All of the audit services reviewed in Europe supply this «quantitative» data. What varies is the degree of detail supplied and the media categories which are audited. Many of the European audits include geographic.

By Rosemarie

(Director of International Media, FOB International)