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Ethics courses fall short in business schools
Практика внутренних коммуникаций
Признаки хорошей внутренней коммуникации
Ex. 8 Translate the following texts from Russian into English
The Importance of Product Positioning to the Marketing Plan
Carefully Crafted Key Messages
2. Make the most of your press releases
Ex.3 Complete the words and translate the following sentences into Russian
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E___________ p___________ c___________ of the events has helped raise awareness of these issues among decision-makers and the general public. -
He p___________ i___________ me as soon as I arrived, asking where the work was. -
Shortcomings have naturally also been observed and may be p___________ d___________ to several factors. -
The most astounding o___________ go___________ in soccer generally involve hilarious gaffes and head-scratching errors by goalkeepers or defenders. -
A particularly sensitive negotiation process cannot be talked about openly for fear of g___________ c___________ p___________. -
In the Organization’s s___________ financial c___________, only the most cost-effective measures should be proposed. -
B___________ lies at the foundation of every financial plan. -
There are many f___________ to Public Relations but the most important thing PR can do for you is help people trust you because they see that other people trust you. -
PR should r___________ and build on the key messages fundraisers are using as part of a coordinated strategy. -
If you're not communicating regularly and effectively with your key audiences, someone else will and eventually l___________ them a___________. -
Google Analytics can be d___________ but using it to track public relations activity is straightforward. -
Press releases are important but remember, the release is just one step in your campaign to s___________ m___________ c___________. -
G___________ b___________ will be handed out to all those who attend the brunch and fantastic prizes such as an Apple Ipad will be drawn from our fishbowl of business cards. -
For more information on how to arrange a celebrity or d___________ visit to ESB, please contact Stacey-Ann Hosang, our Public Relations Manager. -
The function of public relations is to b___________ b___________ of understanding, goodwill and awareness between a company and the public that it wishes to influence. -
S___________ is any kind of visual graphics created to display information to a particular audience. -
The h___________ and f___________ r___________ of dealing with reporters don't necessarily apply to bloggers. -
Speaking from this r___________ in 2008, I expressed a hope for the Armenia-Turkey normalization process. -
Having a contract protects both parties and encourages mutual understanding of the terms f___________ the o___________. -
P___________ f___________ financial statements could be designed to reflect a proposed change, such as a merger or acquisition, or to emphasize certain figures when a company issues an earnings announcement to the public.
Ex.4. Translate the following words and word-combinations from Russian into English using active vocabulary.
аспект, сторона; составление сметы; еще раз повторить; обеспечить освещение в прессе; сделать себе же хуже; переманивать; стесненные обстоятельства; привести к появлению нежелательной рекламы; пугающий, устрашающий; сумки с подарками; высокопоставленное лицо; широко освещаться в СМИ; предварительный; с самого начала; визуальная реклама, плакаты, биллборды и т.д. с логотипом компании; трибуна; непреложное, нерушимое правило; налаживать отношения; объяснять что-л. чем-л., приписывать чему-л.; налететь, наброситься на кого-л.
Ex.5 Translate the following sentences from English into Russian.
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Unfortunately, many people think of budgeting as depriving themselves and they avoid it like they do a diet. -
Public relations is a multi-faceted business discipline. -
Signage should be a major part of your marketing strategy. -
Scope of my responsibilities included business planning, pro forma budgeting, sales, marketing and public relations. -
At the meeting the CEO reiterated that PR and customer service are part of everyone’s job description here. -
The contrast with, for example, the Labour conference in 1999 could not have been greater, perhaps symbolized by one woman delegate who returned to the speaker’s rostrum one morning to apologize for embarrassing the platform the previous afternoon by calling for a vote on an issue that the leadership wanted quietly ignored. -
Even if there are no hard and fast rules, public relations practitioners self-regulate. -
Straitened circumstances are becoming more familiar to those in their 20s and 30s as they try to get a foothold on the American Dream. -
The head hunters haven't been far behind the unions as they sought to lure away outstanding executive talent. -
Broadcasters, desperate to sell their remaining Olympic advertising, were appalled that the International Olympic Committee could score such a public relations own goal. -
As a new faculty member, Dr. Angela Ginorio expects to build bridges between Feminism and Science in Puerto Rico. -
There was no grand strategy: I put it down to good timing. -
If you have no previous experience of going through a pitch process this could be a daunting prospect. -
Securing media coverage and social media marketing are often two very different components of a company’s public relations plan, but have you thought about how many similarities these two tactics have in common? -
In keeping with the Cardinal's desire to avoid counterproductive publicity, the reports make no mention of these negotiations. -
The goody bags were filled with many little gifts for the employees as a token of appreciation for their hard work. -
From the outset, public relations was conceptually weak and was anchored to a flawed logic that affected its credibility and suitability in democratic society. -
The press conference received extensive coverage in the media within hours. -
They pitched into the photographer for taking their picture without permission and promised to sue him. -
The protocol for visits of dignitaries to the university governs the way that such visits are managed.
Ex.6. Translate the following sentences from Russian into English using active vocabulary.
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В этой работе меня привлек ее предполагаемый многоаспектный характер, но все эти три года я только и делаю, что сижу, уставившись в монитор. -
Составление сметы было ее обязанностью, и я не понимаю, с какой стати я должен отвечать за ее ошибки. -
Я хотел бы еще раз повторить, что все обвинения во мошенничестве ложные, и я намерен подать на газету в суд за нанесение ущерба моей репутации! -
Вы уверены, что взятка репортерам поможем нам обеспечить освещение нашей деятельности в прессе? -
Если ты позволишь им принять этот закон, ты себе же хуже сделаешь. -
Что нам сделать, чтобы они перестали переманивать наших клиентов? -
Учитывая стесненные обстоятельства, в которых оказалась компания, мы не смогли позволить себе такие расходы. -
Я тронут вашим желанием помочь, но ваши заявление лишь способствовали появлению нежелательной рекламы. -
Какой бы пугающей тебе ни представлялась эта перспектива, тебе придется поговорить с ним и сообщить ему, что он уволен. -
Ну и кому же пришла в голову эта гениальная идея положить в сумки с подарками образцы продукции наших конкурентов? -
Вечеринки со знаменитостями и высокопоставленными лицами не всегда входят в список обязанностей пиар-менеджера. -
Неудивительно, что их экспедиция широко освещалась в СМИ, ведь она была уникальна! -
Я не требую от вас полноценного бизнес-плана, но будет здорово, если вы предоставите хотя бы предварительную смету. -
Их план был обречен с самого начала. -
В конечном итоге мы остановились на цифровой визуальной рекламе, так как нам требовалось, чтобы ее было видно в темное время суток. -
Думаю, нам стоит уставить трибуну для выступающих, иначе в этой толпе их никто не увидит даже если мы дадим им микрофон. -
Запомни: самое главное и непреложное правило репортера состоит в том, что никаких правил нет. -
После войны и дипломатической изоляции Северная и Южная Кореи потихоньку начинают вновь налаживать отношения, но это медленный процесс. -
Вот что я в нем ненавижу, так это его отвратительную манеру объяснять все свои провалы чужими ошибками. -
Не успел я войти в офис, как все налетели на меня, требуя фотографий с места преступления.
Ex. 7. Translate the following texts from English into Russian
SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats
At the beginning of the planning process if you undertake a simple ‘SWOT Analysis’ it will help determine the Strengths, Weaknesses, Opportunities and Threats (SWOT) in relation to the event. This will help you shape your plans.
Looking at internal and external influences that may have a positive or negative impact, consider the strengths and weaknesses of the event and how these will affect your ability to deliver it. Repeat the same exercise for opportunities that the event can capitalise on, and the threats that could undermine the event or elements of it.
Consider the following points:
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Event Management – experience within the organisation, staffing numbers and structure, financial stability, viability of planning, confidence of funders, etc
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Partners/Clients – the support they can/cannot provide: finance, influence, resources, etc
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Climates – social, economic, cultural and political
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Event Benefits – what the event offers, its ‘Unique Selling Point’ (USP) > Potential to Develop and Grow – factors that will assist or hinder this > Other Factors – competition, technology, legal, environment.
In the initial stages of your planning process it can be useful to list the Strengths, Weaknesses, Opportunities and Threats relevant to your event in a template similar to the one below. We’ve given a couple of example entries for our fictional ‘X-Town Visual Arts Festival’.
SWOT Template Guide:
| Strengths | Weaknesses |
|
|
| Opportunities | Threats |
|
|
(Events Management: a practical guide. EventScotland, http://www.aoifeonline.com/uplds/EventScotlandGuide.pdf)
Are you an Event Planner or an Event Doer?
Event Planners are busy people. Every event has so many moving parts that it is easy for Event Planning to turn into Event Doing. But the danger with all of this doing is that we can lose sight of why we are hosting the event in the first place and what success really means.
Planning is not about doing. Planning is the process of strategic and creative thinking about the event and what you really want to achieve. Planning is creating a roadmap for success. A great plan will lead to the implementation of an event that fulfills a vision. In this article we explore how to get started with the planning process.
What is a Planner?
The definition of plan is a “proposed or intended course of action”. Professionals planners help to create the vision for the event. They lead the team in researching, designing and developing the event to make sure it fulfills this vision.
Planners are interested in the big picture and the small details. They don’t just do this at the start of the project, they do it ongoingly throughout the whole life-cycle of the event and make course corrections if the vision is not being fulfilled.
Creating a plan should happen before anything else, even booking the venue. After all, how do you know what kind of venue to book until you have a vision for what the event will be?
Planning Your First Move
In this post I’m going to share with you my AIM-Outcome process which I use as the first step in planning anything, whether it is an event, a blog post, a website or a single speaker presentation. It’s a formula that has never failed me and you can be used effectively not just for the whole event, but also for individual sessions.
The “AIM” in AIM-Outcome stands for:
A: Audience
I: Intention
M: Message
Let’s look at each of these components in a bit more detail.
Audience (“It’s about the people, stupid”)
There is no ingredient in your event more important than the people who are coming. This seems obvious, but it is also easy to overlook. My personal mantra, “it’s all about the people, stupid”, keeps me focused on what’s important.
Before you do anything else, create a list of the broad categories of people who you will be inviting to participate. In most cases there will be more than one category of people to consider, from loyal fans to new listeners (for a music concert), from established professors to students (for an academic conference) or from family members to new friends (for a wedding).
I recently planned an product launch that we were designing for shareholders, staff, existing customers, potential customers and media. Each of these different groups of people have a different relationship to event and a different motivation for coming. We wanted to make sure we created something special for all these groups of people and that no-one would feel side-lined.
Intention (“Why am I here?”)
What do you want to achieve with your event? What kind of experience do you want people to have and why will it be worth their time, attention and money?
The intention sets the tone or mood of the event. For example, at our product launch we wanted the existing customers to be acknowledged and appreciated, and the potential customers to feel inspired and excited. Overall, we wanted the mood to be one of celebration.
Inside the design of the event we thought about how we were going to create a mood of celebration, inspiration and acknowledgement. We created an awards ceremony for the existing customers and an inspirational video explaining the program for the newcomers.
Write up on a board all the different categories of people who will be coming to your event and ask what your intention is for each group. Once you have created these intentions you can brainstorm ways of fulfilling these at the event.
Message (“What will people remember?”)
What is the message you want to communicate at your event? What is this event about? What will people remember about it?
Your message is the central theme of the event. It needs to be simple, succinct and tell the story of your event in a single sentence. Even a wedding has a message: “We love each other and we are spending the rest of our lives together!”
A message is more than words, or a tag line. Every particle of the event builds to create the message, from the venue you choose to the way you greet people as they arrive at the registration table. Your whole event needs to present a single, congruent message. Any aspect of the event that doesn’t fit with the core message will stand out.
At the product launch a key part of our message was sustainability and the importance of protecting our environment. Name badges became an issue because we didn’t want to use plastic so we made our own name badges out of a reusable wooden veneer. Instead of giving people disposable mementos of the event we gave them small trees and flowers for their gardens. These small details reinforced the core message.
Outcome (“What results do we want?”)
Defining the outcome of your event is critical. Unlike the intention (which is focused on the audience) the outcome focuses on what you as the event organizes want to achieve. Outcomes may be things like brand recognition, profit, increased membership, new customers or great memories depending on the type of event you are organizing.
Once you have defined your outcome the next step is to think about how that outcome will be fulfilled.
Last week I attended a fundraiser at a beautiful location along with numerous movers and shakers including the Mayor of the city. The food, ambiance and speakers were all excellent. However, the organizers forgot one important detail: that their goal was to raise money. The whole event passed by without them actually asking us to make a donation!
The moral of the story is that you must create the structures to make sure you can get your desired result.
In Conclusion
Creating an event is a lot of work and there is always plenty to do. Alongside all the activity, it is important to remember to be the planner as well as the doer. You are the person who makes sure that the vision for the event is being fulfilled.
There is more to planning than the four aspects we have outlined here: audience, intention, message and outcome. However, these are the foundational parts of your plan that never change and will act as a compass, letting you know if the rest of your planning is on track. By checking in regularly with these four aspects you will create events that are successful for both you and your attendees.
(Cathy Key for EventManagerBlog, June 2016, http://www.eventmanagerblog.com/event-planner-or-event-doer#WSrYX44k4oQzf6Ah.99))
10 Things to Think About When Preparing for a Hybrid Event
Hybrid events are predicted to be one of the big event trends of the next few years. A hybrid event combines a traditional “live” in-person event with a “virtual” online component.
Whether you are an event manager planning your first hybrid event or a speaker preparing for a presentation with an online audience you need to think carefully about how to communicate effectively and engage with remote participants, as well as those in front of you in the room. This post looks at some of the basics to consider.
Although the technology and capability for web streaming has been around for many years hybrid events are gaining popularity as technology becomes slicker and more accessible.
Virtual attendees demand and deserve more. If you are planning an online event and truly want to engage and involve virtual attendees a simple web stream is not enough. A true hybrid event needs to work harder.
Tips and good practice for speaking to a live audience still stand when presenting to an online audience, but there are also a few extra elements to have in mind.
Event Planners and speakers also potentially need to work harder to hold the attention of virtual delegates and compete against the distractions of the home or work environment to keep them tuned in.
1. Be Prepared
With a hybrid event information such as slides, video and other background information need to be prepared, loaded onto the web streaming portal and tested in advance. The exact requirements will depend on the system and provider but ensure that you understand fully the deadlines and complexities which will be required and how much flexibility (if any) there is for changes.
Event Managers must ensure they clearly communicate deadlines to speakers with plenty of notice and explain why it is so important to receive the absolute final copy by this date.
