Public Relations

E.V. Zavalevskaya, V.P. Veretennikova MINISTRY OF EDUCATION AND SCIENCE OF UKRAINE ODESSA NATIONAL A.S.POPOV ACADEMY OF TELECOMMUNICATIONS ZAVALEVSKAYA E.V. VERETENNIKOVA V.P. PUBLIC RELATIONS A COURSE of ENGLISH ODESSA 2015 E.V. Zavalevskaya, V.P. Veretennikova UDC 811. 111(075):316.776:659.4 Plan of EMP 2015 Recommended as a textbook by the Academic Council of ONAT named after A. S. Popov. (Protocol No4 from 26.11.2015) Edited by: Professor A. A. Silenko, Doctor in Political Sciences, Odessa National A. S. Popov Academy of Telecommunications. Reviewed by: associate professor G.V. Syvokon, Ph. D. in Philology, the department of Foreign Languages, Odessa State Academy of Civil Engineering and Architecture; associate professor I.A. Zhaboryuk, Ph. D. in Philology, the department of Foreign Languages, South Ukrainian National Pedagogical University named after K.D. Ushynsky. Zavalevskaya E.V. Public Relations. A Course of English: textbook/ E.V. Zavalevskaya, V.P. Veretennikova. – Оdessa: ОNAT named after A.S. Popov, 2015. – 248 p. ISBN 978-966-7598-64-8 The textbook «Public Relations. A Course of English» is made up in accordance with the course of English for Humanities of High School, contains original texts borrowed from English and American popular scientific and socio-political publications and is accompanied by lexical and grammatical commentary and lots of exercises. It is aimed to provide training for Use of English and Speaking, to consolidate and extend students’ language skills through grammar and vocabulary sections as well as to keep students motivated with contemporary and professional topics. The textbook also includes expressions and vocabulary exercises for the development of the common English proficiency. The main purpose of the textbook is to train students for literature reading and topics discussion related to many challenges of modern society and the skills development of oral and written language. The textbook «Public Relations. A Course of English» is intended for students specializing in the field of PR and advertising, as well as for graduate students and researchers preparing for passing their examination in English to obtain the Ph.D. degree and researchers who want to master their own skills in reading and translation of scientific literature. Approved by the Language Training Department and recommended for publication Protocol No. 3 from 30.10.2015. UDC 811. 111(075):316.776:659.4 ISBN 978-966-7598-64-8 © E.V. Zavalevskaya, V.P. Veretennikova, 2015 2 CONTENTS Unit I Public Relations Text 1 Public Relations .........................................................................5 Text 2 History of Public Relations .......................................................8 Text 3 Edward Louis James Bernays ...................................................11 Text 4 Types of Public Relations .........................................................15 Unit II Mass Media Text 1 Posters .......................................................................................19 Text 2 Mass Media ...............................................................................21 Text 3 Mass Media Effects ..................................................................24 Unit III Media Management Text 1 Political Public Relations and The Media: Interdependence or Dependency? .............................................29 Text 2 Four Models of Public Relations ..............................................32 Text 3 Resource Dependency Theory ..................................................37 Text 4 Media Management ..................................................................40 Unit IV Advertising Text 1 Advertising .................................................................................46 Text 2 Public Service Advertising ........................................................49 Text 3 Advertisements and Public Relations ........................................54 Text 4 Lobby .........................................................................................57 Unit V Reputation Text 1 Reputation ...................................................................................62 Text 2 Reputation Management .............................................................66 Text 3 Causes and Consequences of Reputation ...................................70 Text 4 Image vs. Reputation ..................................................................73 Unit VI Gossip Text 1 Gossip ..........................................................................................78 Text 2 Workplace Gossip........................................................................81 Text 3 The Danger of Workplace Gossip ..............................................85 Unit VII Scandal & Crisis Text 1 Public Scandal .............................................................................90 Text 2 Watergate Scandal ......................................................................94 Text 3 Framing ......................................................................................97 Text 4 Crisis ........................................................................................101 Text 5 Personal Crisis .........................................................................105 3 E.V. Zavalevskaya, V.P. Veretennikova Unit VIII Impression Management & Motivation Text 1 Erving Goffman: Impression Management .............................. 110 Text 2 The Interactionist Theory of Motivation .................................. 113 Text 3 Intеractionist Theories .............................................................. 117 Text 4 Social Construction of Meaning ............................................... 122 Text 5 Leadership.................................................................................. 127 Unit IX Persuasion, Propaganda & Public Opinion Text 1 Propaganda ............................................................................... 133 Text 2 Persuasion ................................................................................. 138 Text 3 Social Judgment Theory ........................................................... 143 Text 4 Public Opinion .......................................................................... 148 Unit X Formation of the Self Text 1 Definition of the Situation ......................................................... 153 Text 2 The Self ...................................................................................... 156 Text 3 Cultural Differences in the Self ................................................. 161 Text 4 True Self and False Self ............................................................ 164 Text 5 Charles Horton Cooley: The Looking-Glass Self ..................... 168 Unit XI Corporate Identity & Strategy Text 1 Corporate Identity ...................................................................... 173 Text 2 Corporate Strategy and Culture ................................................. 177 Text 3 Corporate Personality ................................................................ 181 Text 4 Public Relations in Strategy Making ......................................... 185 Unit XII Public relations and communications Text 1 What is Communication? ........................................................... 911 Text 2 Presentational and Representational Media ............................... 195 Text 3 Internal Communication Matters................................................. 198 Unit XIII Information gathering, interpretation and risk management Text 1 Information Gathering ............................................................... 202 Text 2 Knowledge of Publics ................................................................ 206 Text 3 Information Interpretation ......................................................... 210 Text 4 Risk Management ...................................................................... 213 Unit XIV Training & Professionalism Text 1 Training and Professional Development .................................. 218 Text 2 Professionalism in Publiс Relations ......................................... 221 SUPPLEMENTARY READING .......................................................................... 226 GRAMMAR REFERENCES ............................................................................... 237 APPENDIX I: IRREGULAR VERBS .................................................................. 244 LITERATURE ................................................................................................... 247 ELECTRONIC RESOURCES ............................................................................. 247 4 Unit I. PUBLIC RELATIONS UNIT I TEXT 1 PUBLIC RELATIONS I. Read and translate the text. Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a certain view about the organization, its leadership, products, or of political decisions. Public relations professionals typically work for PR firms,

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