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1. President Obama was described in the most unflattering terms by the media.
2. She tried to gloss over the mistake by insisting it would make no difference.
3. He has always been practical and hard-nosed.
5. He has a straightforward down-to-earth approach to a problem.
6. They were discussing the vexed issue of exactly how much money the government is going to spend.
7. He did not mind being called a seedy huckster.
9. The book helps to hone your skills in woodcarving.
10. We are all beleaguered by problems.
11. Praise is an excellent fillip for waning ambition.
12. The first robin is a precursor of spring.
13. He is hardly known beyond the artistic milieu.
14. She did not even deign to speak to me.
15. Reorganizing the files was a laudable idea.
16. Sally recoiled at the sight of Gerry, who had said something unspeakable.
18. This essay has provided me with some interesting food for thought.
19. I know that my large vocabulary will always stand me in good stead at college.
20. I don't want people bandying my name about in public.
21. The first trade association was established in 1599.
22. Margaret has a vested interest in wanting her father to sell the family firm.
Ex.6. Translate the following sentences from Russian into English using active vocabulary.
1. Мы начинаем новый проект позже в этом году.
2. Результаты выборов определенно дали пищу для размышлений.
3. Приобретение опыта работы сослужит вам хорошую службу когда вы будете устраиваться на постоянную работу.
4. Распространялись слухи о больших суммах, но никаких денег не было заплачено.
5. Заседание членов ассоциации производителей электронной промышленности запланировано на завтра.
6. У фракции большинства есть сильная заинтересованность в принятии участия в выборах.
7. Книга нелестно отзывается о ней.
8. Она замалчивала информацию о падении прибыли компании.
9. Его реалистичный подход к бизнесу сочетается с реальной озабоченностью по поводу людей, которым меньше повезло в обществе.
10. Его крепкое замечание наделало шуму в прессе.
11. Она практичная женщина без претензий.
12. Экономисты спорят по поводу болезненного вопроса о сокращении затрат.
13. Люди в баре выглядели как жалкие торговцы.
14. Мои музыкальные вкусы совсем не пересекаются со вкусами моего брата.
15. В последнее время Рут оттачивает свои навыки письма.
16. Поступление материалов медицинского назначения было как бальзам на дущу для поставленных в затруднительное положение врачей работающих в лагере для беженцев.
17. Новости придали большой стимул фондовому рынку.
18. Биологические исследования зачастую были предвестником прорывов в медицинской области.
19. Это исследование социокультурной окружающей среды, в которой Микеланжело жил и работал.
20. Я буду очень удивлен, если она снизойдет до ответа на мое письмо.
21. Программа переработки отходов похвальна, но экономит ли она деньги?
22. Я испытал отвращение от запаха и грязи..
Ex. 7. Translate the following texts from English into Russian
Public relations (PR) is a way for companies, organizations or people to enhance their reputations. This task typically is performed by public relations professionals or PR firms on behalf of their clients. PR usually involves communicating with the media and through the media to present the clients in the most favorable way possible. It also often involves cooperative efforts with other people and organizations to create good will within the community and enhance the client's image.
Image is Important
The business world can be extremely competitive. Companies typically want to have something that makes them stand out from the crowd, something that makes them more appealing and interesting to both members of the public and the media. A favorable image can help increase a company's sales, and negative publicity can damage a company's reputation and decrease sales.
PR Departments
PR can give consumers and the media a better understanding of how a company works. Within a company, a PR department might also be called a public information department or a customer relations department. These departments assist customers if they have any problems with the company. They usually try to show the company at its best. PR departments also might conduct research to learn how satisfied customers are with the company and its products.
Tools Used
There are many tools and methods that a public relations department can use to enhance a company's image. The tools that have been traditionally used include news releases and announcements that are sent to the media, newsletters that are sent to customers and appearances at public events, such as trade shows or conventions. With the proliferation of the Internet, PR departments now can also use tools such as blogs and social media networks to accomplish their goals.
Providing a Positive Spin
Many people have the perception of PR as a way to "spin" news and information, which means to portray the news or information in the best possible way for the company. For example, if a company announces layoffs, its PR department might claim that the company is lowering its costs and making itself more efficient, so it will be better able to serve its customers and offer lower prices. As long as those things are true, then the PR department is doing its job of protecting its reputation and image. Stretching the truth to create a positive spin, however, can end up being detrimental to the company if exaggerations or even half-truths are exposed.
Working in Public Relations
There are certain skills that are helpful for people who work in public relations. These include a high level of communication skills, both written and verbal. A PR person also must be adept at multitasking and time management. He or she might have some form of media background or training to understand how the media works. Organizational and planning skills also are important in public relations.
A PR employee must be able to work well under pressure. He or she must have the ability to answer a barrage of questions from the media and members of the public, if necessary. If a company comes under a verbal attack, it is the PR department that must take control of the situation. The PR department must effectively respond to the criticism to protect the company’s reputation.
A public relations employee usually has a relevant college degree, such as a bachelor's degree in communications, journalism or marketing. Competition for jobs in PR is fierce. A talented public relations worker might be able to work his or her way up from a junior account executive to an account director in about five years. The hours can be long and the job can be stressful, but for successful PR workers, the pay can be good because of the importance that companies place on their reputations.
(http://www.wisegeek.com/what-is-public-relations.htm)
“What can you do for me?” That’s the number one question I receive from people inquiring about our wedding PR services. My staff and I hear it multiple times a week, businesses call and want to know how we can get them more weddings, higher-end brides, ROI, TV segments as an “expert” in their field, sales increases, etc. My first question back is, do you know what PR is?
What I typically find is people don’t have a full understanding of what exactly wedding PR is and the value it provides. Perhaps the hardest part of seeing the value of PR is understanding that a lot of its value is unable to be statistically measured – industry reputation, brand awareness and relationships.. those things definitely have an effect on the amount and type of weddings you book, but it’s not as simple to calculate.
So what is wedding PR? When most people think of PR they immediately think of traditional press releases, email blasts and crisis management. While that certainly is part of it (albeit a very, very small part), people seem to forget that the second word in PR is “relations.”
PR is how you treat your clients, how you write emails, keeping up with changes in your industry, being proactive, your social media identity, being smart about press submissions, brand messaging , handling mistakes with grace, giving back andhow you treat your colleagues. Bottom line: PR is the maintenance of image and relationships between your business and the public. When you’re a small business owner, essentially everything from your daily conversations to the images you post on Instagram is PR.
No, not everyone needs full-time wedding PR representation. And no, not everyone can afford full-time PR. But that doesn’t mean you don’t need help putting together an overall PR strategy for you brand. Or look into small-scale/collaboration opportunities. One of the worst mistakes a business owner can make is to decide not to invest, time or money, into a PR strategy.
So to answer the “what can you do for me” question, there’s a lot a wedding PR strategy can do for you. It can attract new business, get your work published on blogs and in magazines, create “buzz” around your businesses, increase your worth and put your name in front of the right people. There’s no better, more authentic way to build your brand.
(http://www.inspiredbythis.com/business/wedding-public-relations/)
There is so much hype around the PR industry. In some cases, PR is viewed as only for the uber-trendy (think Whitney’s job on MTV’s “The City”) and in other cases, PR is viewed as the machine behind national publicity stunts or major brand media attention. The reality, however, is that public relations is a day-to-day job that must be performed for businesses large and small to not only generate brand awareness, but maintain a positive public image. It’s the mouthpiece of a business that tells the public what’s happening, whether it’s a new product launch, a major company milestone, a new hire, a special event, a service expansion, etc. We find more and more in new business meetings that very few people truly understand PR and the value it provides to businesses in the long term. The disconnect between the reality of PR and the hype is especially apparent when we’re asked about commission-based fees or totally unrealistic goals (like being on Oprah… tomorrow).
Below we will define what public relations is, what it’s not and who can benefit from implementing a public relations campaign.[ad#ad-4]
What PR is:
1. Exposure. Call it brand awareness, call it name recognition, call it publicity. It’s all the same thing. PR is exposure. Public relations creates exposure of a brand, product, service or business. The exposure comes in many different forms: articles in magazines, blogs online, product reviews, TV segments on the evening news, mentions on radio broadcasts, tweets on Twitter, branding in a newsletter, flyers posted at the local coffee shop, workshops, speaking engagements, awards and recognition, and the list goes on. What’s important to note is that the type of exposure is not a one-size-fits-all approach. PR campaigns should be customized and developed around an organization’s specific goals and budget. The beauty of PR is that it’s adaptable, customizable, creative and always changing to keep up with the latest buzz or to create the latest trends and it’s all done through various mediums of exposure.
2. Credible. How often do we read an ad or watch a commercial and think, can X product really do that? Probably pretty often. On the other hand, how often do we read an article written by a reporter and ask that same question? Probably not nearly as often. That’s because we look to members of the media to be credible, trusted sources who present unbiased findings through their editorials. If a reporter writes about the effectiveness of a product, it’s because he or she has done the research, talked to people who have used the product, talked to company spokespersons, and oftentimes, even tried the product themselves to offer the public a fair and accurate report. This is the same for news about an organization or service. The media do their homework to ensure whatever the story is, it’s true and accurate. Most publications uphold a high level of integrity when it comes to journalism. There are, unfortunately, some publications that do not separate ad dollars and accurate journalism, but those publications are far and few between and your PR team will know which publications to avoid contacting for that reason. Bottom line, when an unbiased, third party is able to appreciate your company, product or service, the public will be far more likely to value it as well.
3. Cost-Effective. Advertisements on popular TV, online or print media outlets can cost anywhere from a few thousand dollars to a few million. And that’s for just one advertisement and you better hope that’s the one TV station, Web site or magazine that your prospects are reading. On the flip side, PR campaigns can cost a few hundred to several thousand dollars each month, but that can translate to dozens or even hundreds of media mentions in various outlets and across all mediums, including print, online and broadcast. When you’re weighing the biggest bang for your buck, PR will always prove to be more cost-effective in generating exposure.
What PR is not:
1. Exclusive. You don’t have to be a major fashion designer or international tech company to reap the benefits of PR. Companies of all sizes across all industries can benefit from a customized PR campaign to generate exposure and credibility.
2. Advertising. To advertise, you create an ad and pay quite generously for guaranteed placement in a media outlet. To do PR, you pay a professional or team of professionals to talk to reporters and editors about your news and have them write stories about you on your behalf in a way that benefits their readers. With advertising, you will likely pay an ad agency to design and place the ad, while also paying the media outlet to publish, post or air the ad. With public relations, you pay a PR agency or professional to talk to their media contacts on a regular basis to create editorial placements. Beyond paying the PR professional for their time, relationships and expertise, there is no further money exchanged.
3. Guaranteed. Because public relations is not paid advertising, there is no guarantee that a story will air or an article will publish. The fluid nature of the PR industry means that new stories are always breaking, new trends are coming out, and new products and services are continuously being launched. If a TV camera crew is booked to cover your event and a breaking news story hits before they reach your event, the breaking news will always take precedence. It’s just the nature of the business. However, it is also the job/challenge or your PR representative(s) to work with their contacts, make the story timely, find the newsworthy hook and get the media to cover your story at every chance possible.[ad#ad-4]
4. Sales. Too often we’re asked, “how much can I expect my bottom line to grow with PR?” The more fitting question is, “what media coverage can I expect with my given budget?” PR firms and professionals are in the business because they’re good at they do. They know how to secure editorial features, they know how to work with the media and they know what makes a story newsworthy. PR pros can secure editorial placements, drive new traffic to your Web site and create an abundance of exposure, but at the end of the day, your product or service has to be good enough and priced competitively enough that people will actually buy or use it. PR professionals sell the story; it’s up to you and your sales team to sell the actual product or service.
That being said, you should expect your PR team to be able to tell you how much media coverage you can expect with a given budget, based on their experience. Again, PR is not guaranteed, both those who have been doing PR long enough will be able to tell you what’s realistic, and what’s not given your business, budget and the newsworthiness of your story.
Who should use PR?
Any business, large or small, across all industries can benefit from PR. If you’re a smaller business, look to PR consultants or boutique agencies, as their fees will be far more cost-effective. Your end goal in hiring or outsourcing PR professionals is to hire someone who has the time, the media relationships and the expertise to do the job. It’s a full-time job that takes vast experience and industry knowledge, plus exceptional communication skills and long-standing relationships with reporters.
The client and the PR firm have to be equally committed to the campaign, regardless of who is responsible for the execution of it. PR is a long-term investment that, over time, will absolutely increase the bottom line. But if you are not willing to put the time, expense and effort into a strategic, effective PR campaign, then wait until you are willing. Otherwise, you won’t be happy with the results, regardless of how effective the campaign might be.
My hope is that this brief article provides some insight into what PR is and what it is not. My biggest suggestion to all prospects is this: talk to several different PR firms/professionals before you make a decision to launch a PR campaign. This will not only give you a better measure of which firms/professionals are the best fit for your organization, it will also be an educational experience for you to hear how each firm/professional approaches PR and what they recommend for your specific business. Request proposals from at least three firms/professionals and meet with each one individually. Make your decision based on their knowledge, experience, relationships and your overall sense of comfort and confidence that the PR firm or professional can get the job done. Don’t hesitate to ask for references and work samples and make sure you understand exactly what you’ll be paying for and how that will be communicated to you on an ongoing basis. My last suggestion is to meet face-to-face on a quarterly basis to review and update the PR strategy, look at the results to date, and evaluate how the campaign is impacting your bottom line. You should experience an increase in your revenues over time if you and your PR agent stick to the plan and work together toward the same goal of increasing exposure.
(http://www.sayeconomy.com/what-exactly-is-public-relations/)
Дата: 2018-12-21, просмотров: 269.