1 Watch the video and put the
words into the gaps in the text.
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When you’re thinking about public (1)____ for the first time, one of
the most important things to remember is: it is about (2)____ and
credibility. Advertising is when you stand up and say: “I am fantastic! I
work for the best PR (3)____ in the world, this is the best soft drink!”
That’s advertising. Ok ...
Public relations is when other people or other organizations say that
about your company or your organization. They endorse it, they (4)____ you
and they recommend you to other parties. You cannot buy recommendation. That
is why, when you are considering public relations programs, you need (5)_____
or additional resources to introduce your company, to position you, to
profile you. And sometimes to edit the environment which you operate on so
that your (6)____ can understand and make their own decision about the (7)____
you could make to their business (8)____.
(9)____ PR is a completely different
game. Many companies do internal PR extremely competently without any
external (10)___ at all. The only problem is - you start to believe it. You
know, when you see the wood from the trees. And often communication because
it’s about reputation is done at top-level, it’s done at senior management
level. And the trouble with senior (11)___ is they often believe what they
think is actually going on, sometimes they’re very isolated. More often than
not they’re not as likely to be presented with the whole truth, know the
whole truth and know the rest of it, because they’re, you know, the top of
the palm. And inevitably people (12)__ messages before they go upwards to the
boss.
So when you’re doing an internal PR you need of a
good cross-mix of (13)____ of different levels, perhaps geographically around
your country or across the world. So that you can come up with an acceptable
internal PR program, that is both (14)____, and (15)____, whether you’ve got
the space workers or perhaps medical workers or people in vans, or people in
motor-bikes. You have to (16)____ your program accordingly.
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relations
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agency
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endorsement
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audiences
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commend
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external
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success
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contribution
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edit
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resources
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management
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internal
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informational
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employees
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change
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inspiring
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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. Public Relations is
when you stand up and say that your firm is fantastic.
2. Endorsement and
credibility are very important for advertising.
3. Many companies do
internal PR extremely competently without any external resources at all.
4. It is very easy to
buy recommendations.
5. Internal PR is when
other people or other organizations say something about your company or your
organization.
6. Many companies do external
PR extremely competently.
7. Senior management
are often very isolated and do not know the whole truth about their company.
8. People sometimes do
not tell all the truth to their bosses.
9. When you’re doing
internal PR you need a good cross-mix of employees of different levels.
4 Answer the Questions.
1. What is one of the most important things to remember when you’re
thinking about Public Relations for the first time?
2. What is advertising?
3. What is Public Relations?
4. What do you need to consider when you think about PR programs?
5. What do you need to do
internal PR?
6. What do firms need to do
external PR?
7. Why is cross-mix of employees important in internal PR? Can senior
managers do all internal PR themselves?
