Ethical Issues in Public Relations.

Every profession has a moral purpose. Medicine has health. Law has justice. Public relations has harmony – social harmony.

Through their work, public relations professionals promote mutual understanding and peaceful coexistence among individuals and institutions. They serve as a vital link in the communications process. Whether representing a corporation, a presidential candidate, a charitable organization, or any other entity, public relations professionals keep information flowing between their employers and clients and their publics.

Public relations professionals counsel client organizations regarding the public implications of decisions and ensure that organizational actions are in the best interests of not only the organizations, but also of those affected by the actions.

Unfortunately, today’s practitioners find themselves operating in an environment in which efforts to “perform” socially irresponsible companies seem to be only partly successful. American society is facing a crisis involving a lack of public trust.

Today’s crisis is based on Americans’ lack of confidence in their society’s institutions. Questions of responsibility and ethics have become the cause of much concern in all segments of society. The “ethics crisis” is a familiar topic in corporate boardrooms, university classrooms and many other forums.

Because much of the distrust of public relations professionals derives from the lack of public trust in the institutions they present, public relations professionals face a complex task in improving their reputation. They must improve their position and also improve the social responsibility of client organizations.

ВАРИАНТ 5

I. Перепишите следующие предложения, определите в каждом из них видовременную форму и залог глагола - сказуемого. Переведите предложения на русский язык.

1. We were promised a delivery within two days.

2. Brazil has been transformed from an economy based on sugar and coffee into a leading industrial power in a relatively short period of time.

3. Profits are expected to grow by 10% in the next quarter.

II. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на разные значения слов it, that, one.

1. This wireless set is better than that one.

2. One must always keep one's word.

3. It is the industrial concentration that makes Sheffield unique.

III. Перепишите предложения и переведите их на русский язык, помня о разных значениях глаголов to be, to have.

1. You don’t have to leave a deposit.

2. We have to check all bank references.

3. Who is to speak next?

4. What am I to do with these documents?

5. The new modern building of a picture gallery is to be set up in one of those industrial centers.

IV Перепишите следующие предложения и переведите их на русский язык, обращая внимание на конструкции there is, there are.

1. There is a growing insistence among professional teachers to treat students not as mere recipients, but as active participants in the work of university.

2. There is considerable skepticism among western officials and defense specialists that NATO will complete its mission.

3. There is the fear that our civilization may be completely destroyed by the new weapons of destruction that scientists have placed in the hands of their rulers.

4. There are fewer heart attacks among those who engage regularly in strenuous sports, than among those less active.

5. There is growing concern among the environmentalists about deforestation.

V. Перепишите и переведите на русский язык следующие предложения; обратите внимание на то, что в них просьба (побуждение) выражена с помощью глагола to let.

1. Let him look through the documents.

2. Let the students correct their mistakes in their test works.

3. Let us discuss the situation.

VI. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на функцию инфинитива, герундия и причастия в предложении.

1. Не insists on the problem being solved at once.

2. Successful companies make money by offering high-quality products and services their customers want.

3. The editing job requires a person to have a good memory and, and understanding of how to locate information.

4. Upholding ethical standards in gathering, using and disseminating information is very important in any type of research.

5. In a crisis, it is often important for the organization to tell its story before the news media develop it on their own.

7. Переведите на русский язык.