- •Ильина о.К., Тычинский а.А.
- •Предисловие
- •Методическая записка
- •Content
- •Marketing communication
- •The role of public relations in the marketing mix
- •Public relations planning in the marketing mix
- •Marketing integration
- •Campaign development
- •Diagnosing the solution
- •Product launches
- •Improving brand equity
- •Public Relations in the future marketing mix
- •Step-by step planning process
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •Marketing integration
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •Internal communication
- •Why communicate?
- •What do people want to know?
- •Some communication techniques
- •Communication and leadership: the bp Oil experience
- •Background
- •Preparing the ground
- •Creating the right attitude
- •1 The right attitude (see Figure 2.2)
- •Attitude Technique Talent
- •2 The communication road map
- •3 The good communicator
- •4 The head office communication forum
- •The virtuous circle
- •Link with human resources
- •Where is bp Oil now?
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •IX. Translate the following text from Russian into English.
- •(Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- •Сommunity relations
- •Background
- •What is community relations?
- •Why bother?
- •Methods used in a community relations programme
- •One piece in the jigsaw
- •Research
- •Strategic objectives
- •Project selection criteria
- •A sponsorship example
- •Donations policy
- •How can the project be developed?
- •Measurement and evaluation criteria
- •Business benefits of the programme
- •Employee participation in the community involvement programme
- •Why bother involving your employees?
- •How do you know that the programme is a success?
- •Internationalising the programme
- •Future developments
- •Conclusion
- •Exercises
- •I. Discuss the following questions.
- •II. Say what the following refer to in the text of the article under the headlines:
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Financial public relations
- •How do you define financial public relations?
- •The basic task
- •Corporate public relations
- •What contribution does financial public relations make to the success of a company?
- •What are the rules that govern financial public relations?
- •Why has this business become such a major industry?
- •Investor relations – Is it public?
- •Coordination and consistency
- •A time to speak and time to remain silent
- •How does it fit in with other areas of public relations?
- •In-house or consultancy?
- •Vickers plc – a very brief case study
- •Conclusion
- •A checklist
- •Exercises
- •Corporate public relations
- •Vickers plc – a very brief case study
- •VIII. Translate the following text from English into Russian.
- •IX. Translate the following text from Russian into English.
- •X. Summarize the article “Financial Public Relations”.
- •XI. Solve the following pr problem.
- •Local government and government relations
- •Why central and local government matter
- •Effective public affairs
- •Defining public affairs
- •Central and local government
- •Government
- •Members
- •Local government
- •Gaining access
- •Case studies
- •Bail Bandits – a campaign to change the law
- •The execution
- •Trident – battle of the dockyards
- •Key points
- •Exercises
- •Business to business public relations by Nigel Lawrence
- •The customer rules
- •How do you know it works?
- •The trade press
- •Getting it right
- •Being prepared
- •Getting the good news across
- •Joining forces
- •Conclusion
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Public relations for non-commercial organizations
- •The mission
- •Not-for-profit pr
- •The public presence
- •Partnership – the sum is greater …
- •Provision of services
- •Involvement of interested parties
- •Case studies – the human face
- •Aims, objectives and realization
- •Checklist for a successful campaign
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •Involvement of interested parties
- •III. Match the following definitions with the word-combinations below.
- •VI. Translate the following sentences from Russian into English using active vocabulary.
- •VII. Translate the following text from English into Russian.
- •Sponsorship
- •Definition of sponsorship
- •What makes a successful sponsorship?
- •Do’s and don’ts of sponsorship
- •The sponsorship package
- •Sponsorship package checklist
- •The public relations agency agenda
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •The sponsorship package
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •V. Translate the following word-combinations from Russian into English consulting the article.
- •Environmental public relations
- •Be aware of public concerns
- •Chemicals industry – in the limelight
- •The Rhône-Poulenc initiative
- •Changing public perceptions
- •Putting the case for recycling
- •Looking to the future
- •Exercises
- •II. Say what the following refer to in the text of the article under the headlines:
- •III. Match the following definitions with the word-combinations below.
- •IV. Complete the words.
- •(Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- •Glossary a
IV. Complete the words.
He was an enthusiastic p_____ of the arts.
Television coverage attracted lucrative s___________ to the sport.
The document was seen as a public relations exercise rather than a b_______ for change.
BP’s initial o_____ would be about 20.7 billion pesetas.
We are unable to increase wages in the current economic c______.
He will m______ and review company policy.
Both candidates are getting a lot of e_______ in the press.
Intercois urging bondholders to accept a p______ of new cost-cutting measures.
We’ve seen a t____ towards more violent films this year.
Our airline is now a serious r____ to many of the bigger companies.
The annual government i____ is £ 12 million.
He’s made c_________ to improve the quality of life for people of Gloucestershire.
With brutal c_____ pointed out all the flaws in our plans.
V. Translate the following word-combinations from Russian into English consulting the article.
Покровитель; детальный план; затраты; состояние общественного мнения; тенденция; контролировать; появление на публике; спонсорство; комплекс предложений; корпоративная культура; конкурент; основной, ключевой клиент; вклад; рентабельный; общественное внимание; целевая аудитория; обязательство; содействие росту объема продаж, беспристрастность.
Translate the following sentences from Russian into English using active vocabulary.
Понятно, что спонсорство и спонсоры далеко ушли от протестантского толкования почти двухсотлетней давности.
В то время спонсорство рассматривалось просто как рентабельная, оправданная альтернатива традиционной рекламе.
Нет никаких оснований почему, например, директор по маркетингу или продажам не может выступить в профессиональной печати и использовать спонсорство в качестве платформы для содействия росту объема продаж.
В 1931 году компания Philcoфинансировала Симфонический оркестр Филадельфии и основала тенденцию, которой вскоре последовали другие компании.
Оно является частью корпоративной культуры и отражает ценности и стремления организации для каждой целевой аудитории.
Большинство здравомыслящих спонсоров считают наиболее выгодным обязательство на три года, так как в последний год спонсорство лучше понимается и используется.
Зачастую спонсоры с удовольствием делятся советами с другими, при условии, что они не являются конкурентами в одной области.
Узнайте мнение ключевых клиентов и партнеров по поводу перспектив проекта.
Конечно, если людям рассказать о затраченных средствах, то на них это произведёт большое впечатление.
Нельзя недооценивать важность хорошего начала – поэтому вклад работы по связям с общественностью по распространению информации о спонсорстве и его значении является ключевым.
После своего возникновения спонсорству потребуется творческая работа по связям с общественностью для постоянного привлечения к нему общественного внимания.
Give the bilateral translation of the following dialogue.
Как менялось отношение мира бизнеса к спонсорству в течение двадцатого века? – In the middle of the 20-century sponsorship was seen simply as a cost-effective, legitimate alternative to traditional advertising. Today, sponsorship has its own rightful place in the marketing mix.
Почему все большее количество компаний участвует в спонсорской деятельности? – Sponsorship is a relatively new tool of marketing that can deliver stunning results.
Почему так важно четко определить цели спонсорской поддержки? – Unless the objectives for the investment are clearly identified from the outset, the prospects for a successful sponsorship are slim.
Translate the following text from English into Russian.
By definition, sponsorship is the provision of financial or material support by a company for some independent activity (usually related to sport, charity or the arts) not directly linked to the company's normal business, but support from which the sponsoring company would hope to benefit.
Sponsorship is usually undertaken to develop a more favourable attitude towards the sponsoring company, or its products, within a relevant target audience such as consumers, trade customers, employees, or the community in which it operates.
While advertising's main function is the direct promotion of a company or its products in space bought for that purpose, in sponsorship, the company's name could be incidental to the main activity, playing a supportive role to the event being sponsored.
Sponsorship works largely through indirect communications. While on the one hand, this means that it can appear as less overtly commercial, on the other, it means that impact and how well the sponsorship is remembered are likely to be considerably less in the short term; something to be kept in mind when setting objectives.
As with all advertising or PR activities, careful and accurate identification of objectives is essential to a successful sponsorship operation. Typically sponsorship objectives might be expressed as:
To increase brand awareness
To improve company image
To increase goodwill and understanding
To raise employee morale
To create favourable awareness among existing/future consumers
Sums of money are being invested by organisations of all types and sizes in sponsoring sporting, cultural, charitable and other activities. Thus something that could once have been regarded perhaps as a minor PR medium is now a distinct and important form of promotion in its own right. The reasons for this include a desire to contribute to the good of society but also an appreciation of the many different ways there are of reaching target publics.
It is very rare for a company to engage in sponsorship for purely philanthropic reasons. Most sponsorship arrangements are well thought out business deals aimed at a definite return.
(Jefkinshttp://nwapa.spb.ru/ftxt/0310/chapter_6.html RR http://– Ch. Ch. 33 p.p. 383-404)
Translate the following text from Russia into English.
Понимание того, что мотивирует людей и компании жертвовать деньги, важно для каждого, кто занят сбором средств. Важнейший фактор – врождённое желание поделиться частью своих ресурсов, пусть маленькой, с нуждающимися. Другое побуждение, также очень человеческое, хотя и менее похвальное, – это удовлетворение своего эго. Те, кто им мотивированы, варьируются от жертвователей крупным институтам, настаивающих на том, чтобы построенные на их деньги здания были названы их именем, до людей на чьё решение помочь какому-либо делу влияет знание, что их имена будут опубликованы в списке жертвователей. Давление группы – третий фактор: трудно сказать «нет» в ответ на просьбу приятеля. Поговорка «не отстать от Джонсов» применима и здесь, явно или скрыто.
При том, что многие компании действительно хотят пожертвовать часть своих прибылей на благосостояние общины, они также осознают, что информация об их щедрости улучшает их имидж как хороших корпоративных граждан. Кроме того, они осведомлены, что как отдельные лица, так и корпорации могут получить вычет из суммы подоходного налога благодаря своим пожертвованиям.
(Аги У., Кэмерон Г., Олт Ф., Уилкокс Д. Самое главное в PR. – СПб.: Питер, 2004. С. 422-423)
Summarize the article “Sponsorship”.
Solve the following PR problem.
Quick Service Restaurants have come under increasing attack from media, consumers and public health advocates for not offering healthier, lower fat items. Pizza Hut has responded by introducing the Fit’n Delicious Pizza and has charged a PR agency with launching the product to consumer media.
As a PR practitioner develop a PR campaign for Pizza Hut.
Unit 9