Файл: Учебное пособие по английскому языку уровень с1 Под общей редакцией А. А. Тычинского Издательство мгимоуниверситет.docx

Совершенная же ошибка сильно бьет по имиджу компании, искажая и ухудшая его у целевых аудиторий. <…>

<…> Резюмируя наши рассуждения, сделаем логичный вывод: PR-деятельность должна не только саморегулироваться с помощью «этического кодекса» PR-специалиста, но и регламентироваться на законодательном уровне; сами же PR-специалисты, должны, во-первых, не пренебрегать своими профессиональными обязанностями по согласованию, а во-вторых, должны не просто иметь представление, но хорошо разбираться в действующем законодательстве. <…>

(http://propr.com.ua/ru/public/view/11622)
Ex.10 Give the written summary of the topic “PR and the Law” (350 words)
Ex.11 Go over pages 161-167 of the book “PR Today”. Get ready to speak on the following issues of the topic: “PR and the Law”
- Why the law matters

- Intellectual property and brands

- Defamation

- Other aspects of the law

Chapter 10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results

Ex. 1. Answer the following questions:

What are the elements of the POSTAR planning model?
What are the different forms of analyses discussed in the chapter? Please enlarge on them.
What do we learn about PR objectives from this chapter?
Why is it important to be specific about your audience?
How should a PR practitioner work with the media?
What are the ways of choosing a message for a PR professional?
Please give overview of the five different types of methods mentioned in the chapter?
How can one be creative?
What are the basic rules of brainstorming?
How many types of brainstorming were mentioned? What are they?

Ex.2. Match the words with definitions.

straightjacket	showing no respect for traditions, the rules of society, or religious beliefs
entitlement	to criticize something in a way that shows you think it has no value at all
break down	skilful at doing something
affluent	to cause something, especially a mental or physical change
drop legislation	extremely interesting or exciting
allegiance	of the usual, traditional, or accepted type
proliferation	a sudden increase in number or amount
get a message across	make smth understandable and clear
take advantage of smth	to utilize someone or something to the fullest extent
miniscule	to keep something away
conventional	strong loyalty to a person, group, idea, or country
repel	extremely small in size or amount
make a difference	something that you say or do as a way of hiding your real feelings, intentions, or activities
smokescreen	change the nature of something
riveting	decide not to continue with a bill
adept	separate smth into parts
irreverent	limit, constraint
induce	rich enough to buy things for pleasure
denigrate	the right to receive something or to do something
rogue	someone who is dishonest

Ex.3 Complete the words and translate the following sentences into Russian

He stressed passing a bipartisan tax and e________ reform that keeps things moving upward.
I am not certain of what the founders as a group would have thought about a_______ people taking safaris to Africa.
A higher threshold would force the two to remain in a________ even amidst serious departures in ideologies.
But in addition, the elimination of government oversight helped enable the p_________ of steroid abuse among performers.
The teacher finally succeeded in g______ m________ a_______ to the students.
Try to t______ a________ of every opportunity that comes your way.
Although his state borders Iowa, he faces a steep climb from the valley of m________ poll numbers.
Energy saving technologies and hybrid cars may cost more than c__________ ones to purchase.
Scuffles broke out with riot police, who used pepper spray to r______ party members wielding Greek flags on thick wooden sticks.
It is exciting to do something that really m_______ d_________ in your community.
Alexander wanted to disguise his frank admiration of Fritz behind a s_________ of banter.
On the heels of the critically acclaimed neo-noir The Square comes the r________ crime-drama Animal Kingdom.
Through the years he became just as a_______ at politics as he was on horseback.
Often, the results are funny and i__________ - more evocative of a mood than celebratory of each piece from the collection.
Only then, Santorum would later say, did it become “a pretty easy call” to i_______ labor and allow the pregnancy to lapse.
His remarks could only be describes as d________.
HarperCollins has published Sarah Palin's two bestsellers Going R______ and America by Heart.
Conventional attitudes can be a s________, preventing original thinking.
They b______ d______ a hotel bill into daily charges.
They finally decided to d______ l________.

Ex.4. Translate the following words and word-combinations from Russian into English using active vocabulary.

Ограничение; право на что-либо; подразделять, разбирать; состоятельный; отказаться от законопроекта; верность, преданность; распространение; донести сообщение; воспользоваться чем-либо; крошечный; обычный, традиционный; отвергать, отталкивать; изменить ситуацию к лучшему; завеса, прикрытие; захватывающий; знающий; непочтительный; побуждать, заставить; оговаривать, порочить; неконтролируемый.
Ex.5 Translate the following sentences from English into Russian.

His only design was to denigrate my contribution to the project.
I always scheduled her last, so that I could exceed the 45 minutes straightjacket of the classic therapy session.
The amount doesn’t seem quite so bad when you break it down into monthly payments.
Named the safest city in California, its 100,000 residents are mostly white and affluent.
At the last moment the President had to drop the legislation.
Each side seeks our allegiance based on our fear, and they are becoming more and more frightening as time goes by.
But it led to the proliferation of electricity, which changed everything about life on Earth.
It was clear that it was impossible to get the message across to him.
Please take advantage of the consultant while she is here in the office.
I had to work terribly hard to try to infuse some miniscule bit of humor into it.
You can cook the meat either in a microwave or in a conventional oven.
The boots are designed to repel moisture.
Each politician should try to make a difference.
The red Cadillacs were only a smoke screen for something else.
In the event he has made a movie that is brutal, horrific, and riveting.
He was a really adept programmer.
The novel can only be described as irreverent.
They used medications to induce James to talk.
In each school there are always a few rogue students.
One woman in six retires with an entitlement to a full basic pension.

Ex.6. Translate the following sentences from Russian into English using active vocabulary.

Любого рода ограничения всегда раздражали его.
Он имеет право на получение всего наследства.
Рабочие разобрали оборудование и положили его в тенты.
Целевой аудиторией компании всегда являлись состоятельные клиенты.
Члены парламента окончательно приняли решение отказаться от законопроекта.
Преданность не может быть основана только на страхе.
Распространение ядерного оружия представляет угрозу всему человечеству.
Трудно было понять какое сообщение он пытался донести до аудитории.
Удачливые бизнесмены всегда умеют воспользоваться ситуацией.
Потратив миллиарды долларов, правительство достигло лишь крошечных результатов.
Традиционные методы рекламы тут никогда не сработают.
В прошлом году Джон сделал ей предложение, но был отвергнут.
Пытайтесь каждый день менять ситуацию к лучшему.
Все понимали что парламентские выборы – всего лишь прикрытие.
Вообще то фильм был достаточно скучным, но развязка к удивлению была захватывающей.
Все знали что Джо – самый знающий студент факультета.
Как ты мог быть таким непочтительным?
Ничто не заставит его начать учиться.
Он получил повышение по службе, оговорив своих коллег.
Стивен всегда был неконтролируемым, но весьма способным.

Ex. 7. Translate the following texts from English into Russian

The Importance of Product Positioning to the Marketing Plan

Product positioning is an important element of a marketing plan. Product positioning is the process marketers use to determine how to best communicate their products' attributes to their target customers based on customer needs, competitive pressures, available communication channels and carefully crafted key messages. Effective product positioning ensures that marketing messages resonate with target consumers and compel them to take action.

Customer Needs

Effective product positioning requires a clear understanding of customer needs so that the right communication channels are selected and key messages will resonate with customers. Product positioning starts with identifying specific, niche market segments to target -- not just women over 25 but women from 25 to 30 who work in senior-level management positions, make $X per year, are single and enjoy sporting activities. The more specific, the better. In addition to identifying the customer based on demographic and psychographic (personality/lifestyle) attributes, marketers need to understand customer needs, especially relative to the products and services they have to offer, to clearly convey value as part of their marketing plan.

Competitive Pressures

Marketers must weigh competitive pressures when they are considering the positioning elements of their marketing plans. Effective positioning conveys to consumers why this company's product or service should be preferred over other competitive options based on what the company knows about the target audience's needs. Effective marketing plans clearly identify how the company's products or services are different from competitors' offerings and in what ways. There is no value in being a "me too" product offering and simply copying what competitors are doing. Marketers must stand out from the crowd in ways that hold value for their target markets.

Related Reading: Marketing Plan of a Product

Communication Channels

Product positioning helps marketers consider how their offerings are different from others that consumers have to choose from. But it is not enough to know this from an internal perspective -- marketers must communicate this to the target audiences. To do this effectively, they must choose communication channels that are designed to connect with their identified target audiences at times when they will be most receptive to these messages. Consider how automobile manufacturers position their products through communication via television commercials during sporting events, for instance, or how cosmetics manufacturers run full-page, full-color ads in women's magazines.

Carefully Crafted Key Messages

The final challenge in effective product positioning is conveying the differentiating, value-added aspects of your product or service to your target audience through the communication channels you have selected. These messages are designed to convey how your product is different (and better) than competitive offerings, as well as to address the value-added attributes that are important to your audience. Product positioning is at the foundation of any effective marketing plan because it impacts the ultimate purchase decision.

(http://smallbusiness.chron.com/importance-product-positioning-marketing-plan-24275.html)

Public relations is a demanding business, mostly because of the conditions of digital media. Consumers access multiple online channels on an almost constant basis, so keeping your brand both visible and positively received by the masses can be troublesome for the busy entrepreneur.

Many entrepreneurs, especially those helming startups or small businesses, simply neglect their public-relations-development strategy, believing it to be a secondary priority. But no matter how busy you are, you can make time for these simple, yet effective, PR strategies:

1. Cultivate testimonials

Testimonials are your best friend as an entrepreneur. Depending on the medium you use for your inbound testimonials, you could enjoy the benefits of increased brand visibility, increased user trust,