The Duties of Public Relations Professionals

Duty to Self. Professionals in public relations must first consider loyalty to self. They must define their own value system and decide which, if any, of those values they are willing to compromise in carrying out their professional obligations. A tough decision is either personal values should ever be sacrificed for the sake of the firm or client.

Duty to Employer. Where does loyalty to the one who signs the paycheck end? Determining when organizational loyalty may be misplaced involves agonizing decisions on the part of employees. Professional disagreements about the way a company operates is one thing; condoning activities that place others at risk is another. The professional who knowingly allows potentially harmful deeds to continue violates his or her duty to the employing organization.

Duty to the Profession. A public relations professional has an obligation to support his or her chosen profession and colleagues with whom he or she associates. The true professional will place recognition from fellow public relations practitioners above recognition from an employer, while a careerist will indicate more concern for acceptance from an organizational superior who deals with salaries and promotions.

Duty to the society. Service to society is a key component of every profession and high on the list of professional values. Practitioners take the role of mediators and promote understanding between an organization and its publics may change in maintaining positive relationships. If the changes are positive, the public relations professional has performed his or her duty to the society.

ВАРИАНТ 3

I. Перепишите следующие предложения, подчеркните в каждом из них глагол-сказуемое и определите его видовременную форму и залог. Переведите предложения на русский язык. В разделе (В) обратите внимание на особенности перевода пассивных конструкций.

А)

1. I agree with you completely.

2. I noticed a number of improvements done in this town since I last was there.

3. The students were having an interesting discussion when the teacher came in.

4. If I see the manager tomorrow, 1 shall remind him of that important point.

B)

1. Many new and very interesting projects were planned for thi campaign.

2. The new exhibition of their achievements is being visited actively.

3. This program will be broadcasted again tomorrow night.

II. Перепишите следующие предложения. Подчеркните Participle I и Participle II и установите функции каждого из них, т.е. укажите, является ли оно определением, обстоятельством пли составной частью глагола-сказуемого; предложения переведите на русский язык.

1. The man delivering this lecture is our professor on psychology.

2. A line seen through this crystal looks double.

3. He saw some people in the post-office sending telegrams.

4. Driving a car a man tries to keep steady speed and watch the car in front of him.

III. Перепишите следующие предложения, подчеркните в каждом из них модальный глагол или его эквивалент. Переведите предложения на русский язык.

1. If you borrow money from the bank you must pay interest.

2. It is quite clear to everybody in his family that he should start getting ready for his examinations.

3. He will have to work systematically if he wants to know French well.

4. Not long ago chemists developed new materials that could withstand high temperatures.

5. Children were not allowed to reduce the price under any circumstances.

6. It is the rule that we check all bank references.

IV. Переведите на русский язык.