1 Watch the video and put the
words into the gaps in the text.
Today we аre going to have
a (1)___ lesson. And the term is “public relations”. “What is (2)____?” This
is a term that I hear very frequently (3)____, sometimes, unfortunately, even
among my peers. Many people think that PR is getting a (4)____ or client’s
name printed or (5)___ in the news media, which formerly we would call ‘(6)___
relations’. Media relations is and can be a function of public relations, but
that is not ‘public relations’ defined. That would be like saying a point of
purchase (7)___ or a direct (8)____ piece is ‘marketing’.
In my studies, I have come across many attempts to
define ‘public relations’ and here is my favorite. It says that ‘public
relations’ is the management function that builds and (9)____ relationships
with the key (10)____ of people, the ‘publics’, upon which the success or
failure of your (11)____ depends. In short, what that means is PR is all
about increasing exposure and also staying on (12)____ terms with the people
who could make or break your business.
A key phrase to pull out of that definition I just
gave was ‘(13)____ and maintaining relationships’. How do we go about
building and maintaining relationships in our daily lives, professionally and
personally? It’s all about effective communication - and that’s where a
public relations professional can really help. A (14)____ PR pro knows that
while media relations could be an important part of a public relations
campaign, there are many other communication challenges and (15)___ that they
may be able to help a client or an (16)____ address.
For example, other functions include internal (17)___
- that might involve increasing employee morale or getting a (18)___ or key (19)___
to buy (20)____ a certain idea that an organization is proposing. It could
have to do with crisis management. It could have to do with (21)____ and
getting out there on a (22)____ to increase exposure among your community.
But most importantly, it’s about figuring out what you’re trying to (23)____
as an organization, who are you trying to motivate and connect with, and then
you think about how you do that. Public relations is not just media
relations. It is about building and maintaining relationships with the key
groups of people who (24)___ your business.
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public relations
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company
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vocabulary
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misused
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display
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broadcast
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media
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groups
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good
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maintains
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business
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well-rounded
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opportunities
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building
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employer
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into
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board
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community relations
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accomplish
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campaigns
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influence
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stakeholders
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grassroots level
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2 Vocabulary focus. Sudy the words and word combinations, practise
their translation, spelling. Check your knowledge
in the test. Play vocabulary game and set your own vocabulary game record.
3 Mark the following statements as True or False.
1. Sometimes people
don’t understand term ‘PR’ and don’t use it correctly.
2. PR is about
creating and maintaining relations with key publics.
3. PR is the same as
media relations.
4. Direct mail is the
same as marketing.
5. Key groups of
people could make or break your business.
6. Marketing’s all
about effective communication.
7. Internal campaign
is not part of PR.
8. Internal campaign
is an attempt to influence business partners in other countries.
4 Answer the Questions.
1. What does term ‘PR’
stand for? What does term ‘media relations’ mean?
2. Are PR and media
relations practices connected?
3. How do people
usually understand PR? Are their definitions correct?
4. Why is ‘building
and maintaining relationships’ important in PR?
5. What kind of public
can an internal campaign influence?