1 Paragraph

issues management докризисноеуправление

attempt попытка

such as такой как

disasters бедствие (стихийное)

favorable благоприятный

2 paragraph

controversial спорный, дискуссионный

to abandon отказаться от

to handlе иметь дело, обращаться

to treat вести себя, относиться

unfairly. несрпаведливо

3 paragraph

posture отношение, позиция, подход

to run (an ad) помещатьобъявление

to present представлять

to follow the lead последовать примеру

to lead возглавлять

to challengе ставить под сомнение, оспаривать

biased предвзятый

network канал (ТV)

to refuse отказаться

counter- против (приставка)

independent независимый

affiliate фиал

to appear появляться

4 paragraph

cautious осторожный

air передать в эфир

poorly плохо, недостаточно

to research изучать, анализировать

oil industry нефтянаяпромышленность

in general вобщем

in particular. в частности

run-ins столкновения, стычки

editor редактор

to sever порывать, прерывать (отношения)

to indicate указывать

to grant an interview датьинтервью

5 paragraph

executive руководитель, начальник

combative боевой; воинственный

approach подход

concludе сделать вывод

credibility доверие

correspond соответствовать

.

Exercise 1. Discuss the following in a small group, answer the following questions:

1. What is the difference between issues management and crises management?

2. When did the idea of the crises management appear?

3. What are the most famous cases of crises management?

Прочитайте и переведите текст:

Text 5 ISSUES AND CRISES MANAGEMENT

¹ Issues management attempts to identify and correctly interpret problems before they become a crisis; crisis management attempts to react to crises, such as disasters, in as favorable a climate as possible.

²In 1980s some corporations’ issue management began taking a new and controversial tone. Some firms abandoned their longtime practice of handling mass media with kid gloves¹and spoke out forcefully when they felt that the press had treated them unfairly.

³ One of the first companies to take this posture was Mobil Oil. It started running full-page ads presenting its position on controversial issues. Some big companies have also followed Mobil’s lead. Herb Schmertz², who was its vice-president of public affairs at that time, was leading Mobil’s fight against the media. He challenged biased reporting in major newspapers and the television networks. The networks refused to run Mobil’s counter-media advertisements, but some did appear³on independent TV stations and a few network affiliates. Most of the Mobil messages appeared in newspapers and magazines.

⁴ Mobil’s counterattacks did not make the company very popular with the media, but Schmertz feels that the ads have made the networks more cautious about airing poorly researched news specials about the oil industry in general and Mobil in particular. In 1984, after continued run-ins with reporters and editors at theWall Street Journal, Mobil severed all relations with that newspaper.. Mobil indicated that it would grant no interviews, send no more press releases or run advertisements inthe Wall Street Journal.

⁵ Many PR executives, including some of the oil industry, have criticized Mobil’s combative approach to issues management. However, two communication researchers studied the new approach and concluded that the news media lost credibility when they attacked firms that responded to the criticism.

(1600)

Примечания

1. to handle with kid gloves – обращаться осторожно

2. Herb Schmertz ^- Герберт Шмерц, в 70е годы вице-президент по связям с общественностью компании «Мобил Ойл»

3. did appear – все же появились («do» имеет усилительное значение)

Упражнение 2 Выберите правильный эквивалент:

run-in	прерывать (отношения)
credibility	схватка, стычка
to treat	способность внушать доверие
to challenge	осторожный,
to sever	обращаться, обходиться, вести себя
cautious	ставить под сомнение, оспаривать

Упражнение 3..Подберите наиболее удачный эквивалент для выделенных слов:

1. Issues management attempts to identifyand correctly interpret problems before they become a crisis.

a. to count b. to recognize c. to equate

2. In 1980s some corporations’ issue management began taking a new and controversialtone.

a. beneficial b. outstanding c. polemic

3. Some firms abandoned their longtime practice of handling mass media with kid gloves.

a. carefully b. deliberately c. with gloves made of fine kid leather

4. Some big companies have also followed Mobil’s lead.

a. follow the example b. paid attention to c. challanged

5. He challenged biasedreporting in major newspapers and the television networks.

a. prejudiced b. interesting c. loyal

6. The ads have made the networks more cautiousabout airing poorly researched news specials about the oil industry in general and Mobil in particular.

a. carefulb. careless c. confident

7. Many PR executives have criticized Mobil’s combativeapproach to issues management.

a. peaceful b. militant c. biased

8. Some researchers concluded that the news media lost credibility when they attacked firms that responded to the criticism.

a. safety b. validity c. reliability

Упражнение 4 Дайте ответы на следующие вопросы:

1. What is the difference between issues management and crisis management?

2. What was the long-time practice of handling mass media with corporations?

3. What company was one of the first to change this practice?

4. Who was Herb Schmertz?

5. How did the company react to media criticism?

6. Did this approach made the company popular with the media?

7. What were the positive and negative effects of such policy?

8. What are the most recent examples of crises management?

Упражнение 5 Прочитайте текст, определите, какие утверждения соответствуют его содержанию:

Case study

1. Ivy Ledbetter Lee, was the owner of the Pennsylvania Railroad

2. He opposed company efforts to hush up the accident

3. As a result, the Pennsylvania Railroad received positive publicity.

The first success in crisis management public relations is attributed to Ivy Ledbetter Lee, who represented the Pennsylvania Railroad in the early twentieth century. One of the trains derailed (сошелсрельс) in 1906, killing and injuring several people. Lee resisted company efforts to hush up the accident, which was a typical approach at the time. Instead, he provided the media with full and accurate accounts of the accident and even ran special trains, at company’s expense, to take journalists to the scene. He also persuaded the company to conduct a survey of railroad beds (полотно) to avoid future derailments and announced that the company would provide financial aid to the families of the killed or injured. As a result, the Pennsylvania Railroad and the railroad industry received their first favorable press coverage in years.

(700)