МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РОССИЙСКОЙ ФЕДЕРАЦИИ

федеральное государственное бюджетное образовательное учреждение

высшего профессионального образования

«УЛЬЯНОВСКИЙ ГОСУДАРСТВЕННЫЙ ТЕХНИЧЕСКИЙ УНИВЕРСИТЕТ»

INS and OUTS

of PR

УЧЕБНОЕ ПОСОБИЕ

по английскому языку

для студентов старших курсов направления

«Реклама и связи с общественностью»

Составитель Ю. А. Плужникова

Ульяновск УлГТУ 2014

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УДК 802(075) ББК 81.2Англ я7 И 69

Рецензенты: кафедра английского языка для профессиональной деятельности Ульяновского государственного университета (зав. кафедрой, кандидат технических наук, доцент Наталья Александровна Крашенинникова);

кандидат филологических наук, доцент кафедры английского языка Ульяновского государственного педагогического университета им. И.Н. Ульянова Юлия Анатольевна Лобина.

Утверждено редакционно-издательским советом

университета в качестве учебного пособия

И 69

Ins and Outs of PR : учебное пособие по английскому языку для студентов старших курсов направления «Реклама и связи с общественностью» / сост. Ю. А. Плужникова. – Ульяновск : УлГТУ, 2014. – 69 c.

ISBN 978-5-9795-1259-4

Пособие составлено в соответствии с программой курса английского языка для гуманитарных специальностей высшей школы. Данное пособие состоит из четырех частей и построено на материале аутентичных текстов. В него включены выражения, лексические упражнения для развития навыков самостоятельного анализа профессиональной зарубежной литературы и работы с PR-текстами на английском языке.

Учебное пособие «Ins and outs of PR» предназначено для студентов старших курсов, обучающихся по направлению 031600.62 «Реклама и связи с общественностью».

Работа выполнена на кафедре «Иностранные языки» Ульяновского государственного технического университета.

Печатается в авторской редакции.

УДК 802(075) ББК 81.2Англ я7

ISBN 978-5-9795-1259-4

© Плужникова Ю. А., составление, 2014 © Оформление. УлГТУ, 2014

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CONTENTS

Introduction …………..……………………………………………… 5

At the very beginning ..…………………………..…………………. 6

Text A

7 best ways to start your PR career ………..…………………………

7

Text B

How to land your dream PR gig ……………………………………...

11

First steps in profession .……………………………………………. 15

Text A

Focusing on the Fundamentals ……………………………………….

16

Text B

Planning the Style Conversation ……………………………………..

22

Text C

6 Troublesome Word Pairs ..………………………………………….

28

Tip for future PR pros ………………………………………………

Text A

5 tasks for every PR person’s daily to-do list .………………………..

31

32

Text B

10 traits of talented public relations pros ……………………………..

36

Text C

8 tips for getting more publicity for your events ……………………..

41

Text D

What to do when your ‘perfect’ PR pitch is less than perfect ………..

48

Men and women in PR ……………………………………………...

Text A

5 reasons women are effective PR leaders………..…………………..

52

53

Text B

Why Women Dominate PR Profession? ….………………………….

57

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Text C

Gender Imbalance: Why Is The Female-Dominated PR Industry Still

Led By Men? …………………………………………………………

62

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INTRODUCTION

Ins and Outs of PR was designed for the students studying PR and

Communications who wish to improve their overall command of the

language and their professional skills in English. It can be used either in

class as a class book or at home as a self-study book.

This book is generally meant for intermediate students as extra

material. It is possible to use the book either by working through it or by

approaching it selectively according to personal needs.

The texts are organized according to the steps students may take

after graduating from university. Each part contains authentic texts and

exercises that can help to learn new words and word combinations in

contexts. It can increase students’ confidence in ability to learn and

master proficiency English.

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TEXT A

7 Best Ways To Start Your PR Career

When you navigate the choppy waters of the PR world, you have to

be the press and the person who deals with the press all at once.

This can be a tricky juggling act if you’re just beginning to spread

your wings in the PR world. Luckily, with the right attitude and

preparation, you can build yourself into a PR powerhouse.

1. Join the Public Relations Student Society of America

The PRSSA has over 10,000 members and even more opportunities

for anyone aspiring to be part of the PR world. Once you’re a member,

you can interact and learn from PR pros all over the world. The PRSSA

can also help connect you with potential internships and job interviews.

2. Follow brands you admire

The firm Weber Shandwick advises that you start following your

favorite brands on social media. Following your favorites not only helps

solidify your online presence, it provides insight and inspiration. In the

communication world, following trends and messages you admire can

ignite the best ideas you could ever have.

3. Stretch out of your comfort zone

Many new grads are used to showing up for class at 10, taking their

time finishing projects, and spending free time at the quad or local bar.

Agency life is nothing like that. Weber Shandwick points out that

prioritization skills, writing, and extreme attention to detail are more

important than creative flair or a bubbly smile. If you don’t know where to

start, Mind Tools offers free time management resources that can be

applied to most professions. If you can stretch outside your comfy

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regimen, face your fears, and manage all aspects of your life, you’re almost

ready to take a plunge into the real world.

4. Build your brand collateral, and keep it sharp

Your portfolio is always a work in progress, and you are an extension

of your portfolio. You must be conscientious of the way you build your

online following – and what you have to show offline. PR expert Andrew

Worob tells Higher-and-Higher.com that the best way to master the PR

game is: “Don’t. Ever. Get. Complacent.” Apply this doctrine to your

business cards, social media profiles, wardrobe, and networking habits.

5. Master the first impression

Business Insider points out that only 7 percent of what we think

of people is based on what they say. Furthermore, within seven to 17

seconds, the person you just met has already made up his or her mind

about you. Whether you’re at a networking event or a major interview; be

ready with a warm smile, firm handshake, appropriate eye contact, and a

confident tone. You could be the best person for the job, yet lose it to

someone with better face-to-face demeanor.

6. Be conscientious

PR powerhouse Jayme Soulati advises not to get comfortable just

because you landed a job. That’s only the first step. Soulati warns that

you must be very careful what you post, tweet, or even comment on

during work hours. Even if the company you work for is aware of your

“outside projects” or personal branding ambitions – leave them out of

your 9-to-5 routine.

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7. L.E.A.D.

PR pro Jody Koehler shares his best advice for newbies: L.E.A.D,

or “Listen, Experience, Ask, and Dare.” He recommends that new hires

grow their ears as big as possible – learn from higher-ups, owners, and

everyone they can. Then, experience as many roles and duties as you

can; you want to know how the agency works. When you have a handle

on it, start asking questions. Gain all the information you can, so you’re

ready to "dare" to take a step and make a difference. When you’re at this

point, stop and remember that your “daring to make a difference” is

why you were hired in the first place.

By Meaghan McClellan

(http://www.prdaily.com/Main/Articles/16368.aspx#)

TASK

1 Find English equivalents of the following words and word

combinations.

Искусное жонглирование; расправить крылья; стать частью сильной

организации / PR агентства; дать представление о чем-л.; порождать

идеи; выйти за пределы зоны комфорта; умение расставлять

приоритеты; склонность к творчеству; привычный образ жизни;

сделать решительный шаг; постоянно обновлять (материалы);

получить работу; забыть о (чем-л.) на работе; начальство;

понять/разобраться; в первую очередь.

2 Find words with a similar meaning in the text.

a) changeable ……………….. b) strive for ………………..

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c) communicate ……………

d) work experience ……………

e) smth more preferable ………

f) lively ………………..

g) convenient, cosy ………….

h) self-satisfied ………………..

i) due, proper ………………..

j) beginner ………………..

k) obtain ………………..

3 Use the words and word combinations in task 1 and the synonyms in

task 2 in situations of your own.

4 Complete the following sentences with the correct prepositions.

a) You have to be the press and the person who deals ………… the press

all at once.

b) ……… the right attitude and preparation, you can build yourself

……… a PR powerhouse.

c) The PRSSA can also help connect you ……… potential internships

and job interviews.

d) The firm Weber Shandwick advises that you start following your

favorite brands ……… social media.

e) Many new grads are used to showing ……. …… class at 10.

f) Weber Shandwick points ……… that prioritization skills, writing,

and extreme attention ……… detail are more important.

g) Business Insider points out that only 7 percent ……… what we think

of people is based ……… what they say.

h) Even if the company you work for is aware of your “outside projects”

or personal branding ambitions – leave them …… …… your 9-

to-5 routine.

i) When you have a handle ……… it, start asking questions.

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TEXT B

How To Land Your Dream PR Gig

Are you about to graduate from college and looking to land your

first PR job?

Here are a few tips from an experienced hiring manager that will

help you prepare yourself and stand out from everyone else.

1. Before the interview, read the publications, websites, and blogs

important to the industry the company serves

We like to read Cosmo too, but in PR it is imperative to have your

finger on the pulse of the industry, especially one like technology.

Though we don’t expect you to know everything going on in the

world today, it’s impressive when candidates demonstrate that they

understand our industry focus and let us know they’re following Wired on

Twitter and love the new Samsung Galaxy 5 phone that is coming out.

It shows that you’re interested in this industry and engaged with

current news media and that you enjoy having tech in your daily life.

2. Look the part

When you come in for an interview, be at the top of your game.

Brush your hair, dress the part, and please don’t make us wonder whether

you just rolled out of bed.

3. Work your assets and skills

Does your resume resemble an exhaustive list of every wait staff,

camp counselor, and social organization position you’ve held? That’s all

great and shows you’ve built certain skills, how do they relate to a job

in PR?

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Think about what you learned at each job and relate it to the tasks

you’ll be required to perform. Maybe while waitressing at the local pub

you learned all there is to know about 100 local microbrews to help

customers pick the best brew to accompany their meal.

Tell that story about gaining knowledge in craft beer. It sets you

apart and shows a hiring manager that you can learn, synthesize, and tell a

story about a specific product, and then help people come to a decision.

4. Ditch irrelevant information

Everyone at my agency, Garfield, held a bunch of different jobs

before getting to the first Big One, but including every gig you’ve had can

be overkill. Going all the way back to the days you mowed grass for your

neighbors can probably be left off your resume.

We would rather see a tight list of jobs that you’ve related to the

position you’re applying for than an exhaustive list of positions with no

relation to the job at hand.

5. Abandon the boring. Make your cover letters unique and

compelling

Typically the least favorite part of any job application process, the

cover letter is your opportunity to state your case and show your

professional personality.

Don’t state the obvious: “I’m interested in the position and think

my skills fit the job description and would be an asset to the company.”

This is a given; you are applying for the job.

By Cassandra Grob

(http://www.prdaily.com/Main/Articles/ 

How_to_land_your_dream_PR_gig_16486.aspx)

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TASK

1 Find English equivalents of the following words and word

combinations.

Выделяться из всех; внимательно следить за чем-л. / быть в курсе

дела; выглядеть соответствующе; добиться успеха в чем-л.; отбросить

ненужную информацию; работа не за горами; сопроводительное

письмо; изложить свои соображения; это факт; ценное качество.

2 Find words with a similar meaning in the text.

a) employment manager ……

b) nearby ………………..

c) obligatory ………………..

d) up-to-date ………………..

e) carry out ………………..

f) a lot of ………………..

g) job ………………...

h) likely ………………...

i) comprehensive ……………

j) very interesting …………..

k) evident, clear ………….

l) valuable quality …………..

3 Use the words and word combinations in task 1 and the synonyms in

task 2 in situations of your own.

4 Complete the following sentences with the correct word.

cover

to land

tech

perform

resume

engaged

relate

pulse

top

job application

case

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a) Are you about to graduate from college and looking ……… your first

PR job?

b) In PR it is imperative to have your finger on the ……… of the

industry, especially one like technology.

c) It shows that you’re interested in this industry and ……… with

current news media and that you enjoy having ……… in your

daily life.

d) When you come in for an interview, be at the ……… of your game.

e) Think about what you learned at each job and ……… it to the tasks

you’ll be required to ……… .

f) Going all the way back to the days you mowed grass for your

neighbors can probably be left off your ……… .

g) Typically the least favorite part of any ……… process, the ………

letter is your opportunity to state your ……… and show your

professional personality.

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TEXT A

Focusing on the Fundamentals

When experienced managers are quizzed about how to build a

productive relationship with a new boss, the observations typically emerge

in the form of do’s and don’ts. Let’s start with the don’ts:

Don’t trash the past. There is nothing to be gained and much

to be lost by criticizing the people who led the organisation before you

arrived. This doesn’t mean that you should tolerate mediocrity. You need

to understand the past, but concentrate on assessing current behaviour

results, and on making the changes necessary to support improved

performance.

Don’t stay away. If you have a boss who doesn’t reach out

to you, or with whom you have uncomfortable interaction, you will have

to reach out yourself. Otherwise, you risk letting crippling communications

or expectations gaps arise. It may feel good to be given a lot of rope,

but resist the urge to take it. Get on your boss’s calendar regularly. Be

sure your boss is aware of the issues you face and that you are aware of

the boss’s expectations and whether and how they are shifting.

Don’t surprise your boss. It is no fun bringing your boss bad

news. The danger that the messenger (you) will be short is very real.

However, most bosses consider it a far greater sin not to report emerging

problems early enough. Worst of all is for your boss to learn about a

problem from someone else. It is usually best to give your new boss at

least a heads-up as soon as you become aware of a developing problem.

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Don’t approach your boss only with problems. You don’t want to be perceived as bringing nothing but problems for your boss to solve. You need to have a plan too. This emphatically does not mean that you have to fashion full-blown solutions: The outlay of time and effort needed to generate solutions can easily lure you down the rocky road to surprising your boss. The key here is to give just a few minutes’ thought to how to address the problem, and to your role and the help you will need.

Don’t run down your checklist. There is a tendency, even for

senior managers, to use meetings with a boss as an opportunity to run through your checklist of what you have been doing. There are times when this is appropriate, but it is rarely what your boss needs or wants to hear. As one senior executive put it, “I tell them [new direct reports] that I assume they are busy and that they should come to me to discuss what they are trying to do and how I can help them.”

Don’t try to change the boss. One accomplished manager

told a story about scheduling a mid-afternoon meeting with his boss and immediately launching into a review of an important issue, only to discover the boss was falling asleep. The manager had been surprised when making the appointment to find the mid-afternoon time slot open, not just that day but nearly every day. His peers had already figured out the boss needed a regular nap then and scheduled meetings at other hours. The point? Assume that you are not going to change your boss, and adapt to his or her style and idiosyncrasies.

There are some fundamental do’s as well. If you follow them, life

with your boss will be easier:

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Take 100 percent responsibility for making the relationship

work. This is the flip side of “Don’t stay away”. Don’t expect your boss

to reach out or to offer you the time and support your need. It is best

to begin by assuming that it is on your shoulders to make the

relationship work. If your boss meets you partway, it will be a

welcome surprise.

Clarify mutual expectations early and often. Begin

managing expectations right away. You are in trouble if your boss expects

you to fix things fast when you know the business has serious structural

problems. It is wise to get bad news on the table early and to lower

unrealistic expectations. Then check in regularly to make sure the boss’s

expectations have not shifted.

Negotiate timelines for diagnosis and action planning. Don’t

let yourself get caught up immediately in fire-fighting, or pressured to

make calls before you are ready. Buy yourself some time to diagnose the

new organisation and come up with an action plan.

Aim for early wins and areas important to the boss.

Whatever your own priorities, figure out what the boss cares about

most. What are his or her interests and goals, and how does what you

are doing fit into this picture? Once you know, aim for early results

in those areas. One good way to do so is to focus on just three things

that are important to your boss and to discuss what you are doing about

them every time you interact. That way, your boss will feel some

ownership of your success. But don’t make the mistake of taking actions

you think are misguided. In part, your job is to shape your boss’s

perception of what can and should be achieved.

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Pursue good marks from those whose opinions your boss

respects. Your new boss’s opinion of you will be based partly on direct interactions and partly on what he or she hears about from trusted others. Your boss may have preexisting relationships with people who are now your subordinates. You needn’t curry favour with the people your boss trusts. Simply be alert to the multiple channels through which information about you and your performance will reach your boss.

With these basic rules in mind, you can begin to plan how to engage with your new boss.

Michael Watkins

(The First 90 Days: Critical Success Strategies

for New Leaders at All Levels)

TASK

1 Find English equivalents of the following words and word combinations. Допускать посредственность; осмыслить прошлое; оценить результаты; обращаться к кому-либо; возникают завышенные ожидания; получить свободу; не поддаваться сильному / страстному желанию; предупредить; полноценное решение; список контрольных вопросов; не зачитывать весь список; руководитель высшего ранга; сказать; непосредственные подчиненные; планирование; свободное время в расписании; отличительная черта / особенность; оборотная сторона; подходить частично; взаимные ожидания; снизить ожидания; убедиться; сроки; представить план действий; выяснить; вписаться (в общую картину); ложный; восприятие; добиться; заискивать.

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2 Find words with a similar meaning in the text.

a) arise ………………...

b) obtain ………………...

c) present ………….

d) cooperation ………………..

e) deal with ………………...

f) know ………………...

g) regard ………………...

h) clear up ………………...

i) produce ………………...

j) right ………………...

k) suppose ………………...

l) experienced ………………...

m) plan ………………...

n) almost ………………...

o) understand ………………...

p) peculiarity ………………...

q) regulate ………………...

r) change ………………...

s) concentrate ………………...

t) aim ………………...

3 Complete the following sentences with the correct word.

scheduling

heads-up

accomplished

developing

checklist

senior

assessing … results

trusted

direct

expectations

full-blown

fix

productive

crippling

outlay

generate

structural

a) When experienced managers are quizzed about how to build a

………… relationship with a new boss, the observations typically

emerge in the form of do’s and don’ts.

b) You need to understand the past, but concentrate on …………

current behaviour ……….. , and on making the changes

necessary to support improved performance.

c) Otherwise, you risk letting ………… communications or

………… gaps arise.

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d) It is usually best to give your new boss at least a ………… as

soon as you become aware of a ………… problem.

e) This emphatically does not mean that you have to fashion

………… solutions.

f) The ………… of time and effort needed to ………… solutions

can easily lure you down the rocky road to surprising your boss.

g) There a tendency, even for ………… managers, to use meetings

with a boss as an opportunity to run through your ………… of

what you have been doing.

h) One ………… manager told a story about ………… a mid-

afternoon meeting with his boss.

i) You are in trouble if your boss expects you to ………… things

fast when you know the business has serious ………… problems.

j) Your new boss’s opinion of you will be based partly on …………

interactions and partly on what he or she hears about from

………… others.

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TEXT B

Planning the Style Conversation

In the style conversation, your agenda will be to determine how you

and your boss can best work together on a continuing basis. Even if your

boss never become a close friend or mentor, it is essential that he or she

respect your professional capabilities.

Diagnose Your Boss’s Style

The first step is to diagnose your new boss’s working style and to

figure out how it jibes with your own. If you leave voice mail message for

her about an urgent problem and she doesn’t respond quickly, but then

reproaches you for not giving you a head-up about the problem, take note:

Your boss doesn’t use voicemail!

How does your boss like to communicate? How often? What kinds

of decisions does your boss want to be involved in, and when can you

make calls on your own? Does your boss arrive at the office early and

work late? Does he or she expect others to do the same?

Pinpoint the specific ways in which your style differ and what those

differences imply about how you will interact. Suppose you prefer to learn

by talking with knowledgeable people, whereas your boss relies on more

reading and analyzing hard data. What kind of misunderstanding and

problems might this stylistic difference cause and how can you avoid

them? Or suppose your new boss tends to micromanage while you

prefer a lot of independence. What can you do to manage this tension?

You may find it helpful to talk to others who have worked with

your boss in the past. Naturally, you have to do this judiciously. Be

careful not to be perceived as eliciting criticism of how the boss

manages. Stick to less fraught issues, such as how the boss prefers to

communicate. Listen to others’ perspectives, but base your evolving

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strategy chiefly on your own experience.

Observe too how your boss deals with others. Is there consistency?

If not, why not? Does the boss have favorites? Is he particularly prone

to micromanaging certain issues? Has he come down hard on a few

people because of unacceptable performance?

Scope Out the Dimensions of Your Box

Your boss will have a comfort zone about involvement in decision

making. Think of this zone as defining the boundaries of the decision-

making “box” in which you will operate. What sort of decision does your

boss want you to make on your own but tell her about? Are you free, for

example, to make key personnel decisions? When does she or he want to

be consulted before you decide? Is it when your actions touch on broader

issues of policy – for example, in granting people leave? Or when there

are hot political issues associated with some of the projects you are

working on? When does she want to make the decision herself?

Initially, expect to be confined to a relatively small box. As your new

boss gains confidence in you, the dimensions of the box should increase.

If not, or if it remains too small to allow you to be effective, you may have

to address the issue directly.

Adapt to Your Boss’s Style

Assume that the job of building a positive relationship with your new

boss is 100 percent your responsibility. In short, this means adapting to

his or her style. If your boss hates voicemail, don’t use it. If he or

she wants to know in detail what is going on, overcommunicate. Do not

do anything that could compromise your ability to achieve superior

business results, but do look for opportunities to smooth the day-to-day

working of your relationship. Others who have worked with your boss

can tell you what approaches they found successful. Then judiciously

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experiment with the tactics that seem most promising in your case.

When in doubt, simply ask your boss how he or she would prefer you

to proceed.

Address the Difficult Issues

When serious style differences arise, it is best to address them

directly. Otherwise, you run the risk that your boss will interpret a

style difference as disrespect or even incompetence on your part. Raise

the style issue before it becomes a source of irritation, and talk with

your boss about how to accommodate both your styles. This conversation

can smooth the path for both of you to achieve your goals.

One proven strategy is to focus your early conversations on goals

and results, instead of how you achieve them. You might simply say that

you expect to notice differences in how the two of you approach certain

issues or decisions, but that you are completely committed to achieving the

results to which you have both agreed. An assertion of this kind prepares

your boss to expect differences. You may have to remind your boss

periodically to focus on the results you are achieving, not on your methods.

It may also help to judiciously discuss style issues with someone

your boss trusts, who can enlighten you about potential issues and

solutions before you raise them directly with your boss. If you find the

right adviser, he or she may even help you broach a difficult issue in a

nonthreatening matter.

Don’t make the mistake of trying to address all style issues in a

single conversation. Nevertheless, a dialogue explicitly devoted to style is

an excellent place to start. Expect to continue to be attentive to, and

adapt to, the boss’s style as your relationship evolve.

Michael Watkins

(The First 90 Days: Critical Success Strategies

for New Leaders at All Levels)

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TASK 1 Find English equivalents of the following words and word combinations. Принимать решения; на постоянной основе; основная / главная проблема; выяснять; согласовываться; неотложная проблема / задача; указать точно / акцентировать; подразумевать; учиться на (опыте, ошибках); умный / информированный; достоверные данные; доверять / полагаться; контролировать каждый шаг; иметь склонность / тяготеть к чему-л.; противоречия; благоразумно / рассудительно; допытываться; обременительные задачи; держаться / придерживаться чего-л.; вид на будущее / виденье; стратегия развития; главным образом; постоянство; быть предрасположенным; сделать строгий выговор; оценить; установить границу; касаться чего-либо; предоставлять; ограничивать; завоевать доверие; одним словом; текущий / повседневный; рисковать; с вашей стороны; утверждение; просвещать; поднимать (тему); однозначно. 2 Complete the following sentences with the correct preposition if necessary. a) In the style conversation, your agenda will be to determine how you and

your boss can best work together ………… a continuing basis. b) The first step is to diagnose your new boss’s working style and to figure

out how it jibes ………… your own. c) What kinds of decisions does your boss want to be involved ………… ,

and when can you make calls ………… your own? d) Suppose you prefer to learn ………… talking with knowledgeable people,

whereas your boss relies ……….. more reading and analyzing ………… hard data.

e) Stick ………… less fraught issues, such as how the boss prefers to

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communicate.

f) Observe too how your boss deals ………… others.

g) Your boss will have a comfort zone about involvement ……….. decision

making.

h) Is it when your actions touch ………… broader issues of policy – for

example, in granting people leave?

i) ………… short, this means adapting ………… his or her style.

j) You may have to remind your boss periodically to focus ………… the

results you are achieving, not on your methods.

k) If you find the right adviser, he or she may even help you broach …………

a difficult issue in a nonthreatening matter.

3 Use the word given in capitals at the end of each line to form a word

that fits the space in the same line.

a) Pinpoint the ………… ways in which your

style ………… and what those differences

imply about how you will ………… .

b) What kind of ………… and problems

might this ………… difference cause and

how can you avoid them?

c) Your new boss tends to ………… while

you prefer a lot of ………… .

d) Your boss will have a comfort zone about

………… in decision making.

e) As your new boss gains ………… in you,

the dimensions of the box should increase.

f) Assume that the job of building a positive

………… with your new boss is 100

percent your ………… .

g) When in ………… , simply ask your boss

SPECIFY

DIFFERENCE

INTERACTION

UNDERSTAND

STYLE

MANAGE

DEPEND

INVOLVE

CONFIDENTIAL

RELATION

RESPONSE

DOUBTFUL

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how he or she would prefer you to

………… .

h) You may have to remind your boss

………… to focus on the results you are

achieving, not on your ………… .

i) It may also help to judiciously discuss

style issues with someone your boss trusts,

who can ………… you about potential

issues and ………… before you raise them

………… with your boss.

PROCEDURE

PERIOD

METHODOLOGICAL

LIGHT

SOLVE

DIRECTION

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TEXT C

6 Troublesome Word Pairs

It never fails. After you send out an email newsletter, you inevitably

catch a typo or someone makes you aware of one.

“You used the wrong word,” your boss says. It’s frustrating, but

it’s Murphy’s Law. If your marketing and PR efforts haven’t been

plagued by it yet, they will be.

Some word pairs that often foil the best of marketers:

1. Affect and effect

Affect typically is a verb; effect usually is a noun. To keep them

straight, think of copy written for Zantax or some other drug. The effects

of it are nausea, insomnia, irritability, et cetera, et cetera.

A person who takes a drug like Benadryl for seasonal allergies is

affected by it; he or she can hardly stay awake during the day and dozes

off during the afternoon meeting.

2. Complementary and complimentary

Complementary means to “add to, complete, or reinforce” something

else. Transmedia storytelling and cross-channel marketing use

complementary content to create the full experience.

Complimentary is in relation to flattery or something given away

for free as in the case of the drinks and hors d'œuvre to be served at

your invitation-only event.

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3. Averse and adverse

If you wrote about the polar vortex a few months ago, you should

have used adverse to describe it because the word means something

opposed to a subject. For example, you may have been stranded in Houston

because of adverse weather conditions.

If you mean that the subject is opposed to something, the correct

word is averse: Noah is averse to any criticism about his artwork.

4. Conscience and conscious

To have a conscience is to have a Jiminy Cricket; that is, you have

“a sense of right and wrong.” To be conscious is to be awake or aware.

5. Every day and everyday

Everyday is an adjective meaning “used daily” or “common.” Every

day is a noun (day) modified by every. Levi’s actually used the wrong

word when describing one of its lines of jeans; they were marketed as

every day jeans even though the intention was that the jeans were perfect

for daily wear. Every day is what happens when you’re in competition

with your Fitbit. Because of it, you take a walk at lunchtime every day.

6. Principal and principle

This one’s tricky because principal has three meanings: it can

be an adjective meaning “foremost” or “major”; a noun meaning “chief

official”; or, in finance, a noun meaning “capital sum.” A principle, in

contrast, is a noun only, and it means “rule” or “axiom.”

If you’re talking about your business’s mission and goals, you’re

talking about its principles. If you’re denoting which of those

principles are the most important, you’re speaking of principal principles,

which is almost as difficult to say as, “Peter Piper picked a peck of

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pickled peppers.” You might want to avoid using both words at the

same time.

Which word pairs have proven troublesome to you?

By Erin Feldman

(http://www.prdaily.com/Main/Articles/

6_troublesome_word_pairs_16466.aspx)

TASK

1 Find English equivalents of the following words and word

combinations.

Опечатка; закон подлости; надоедать / досаждать; ставить в тупик;

закрытая вечеринка; иллюстрации; продаваться на рынке; сложный /

мудрёный; указывать.

2 Make sentences of your own with six troublesome word pairs.

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TEXT A

5 Tasks For Every PR Person’s Daily To-Do List

Spring weather and the fact that the year is a quarter over make it

an excellent time to examine what’s working in your daily routine and

what needs to be adjusted.

Recently, I analyzed my day and identified five habits that underpin

a typically successful day at the office. Whether you are a spokesperson,

a CEO, a PR professional (or all of the above), these five habits can help 

you improve your daily routine and accomplish your business goals.

1. Read

Keeping up with the breakneck speed of news is a crucial activity

that is easily pushed aside by more urgent tasks. Reading the newspaper

for general news or a trade journal for a particular industry can be

postponed repeatedly without immediate consequences, but do it enough

and your results will show a lack of preparation. Abraham Lincoln once

said, “Give me six hours to chop down a tree and I will spend the first

~To-Do List

1) Make a to‐do list

2) Check off first thing on the ‘To‐do’ list

3) Realize you’ve already accomplished 2

things on the list

                         4) Reward yourself with a nap

 

in progress

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four sharpening the axe.” Great ideas are mined from a wealth of

knowledge. Don’t bother to read, and you’ll have a shallow mine.

2. Prioritize

I was reminded at a recent lecture about how easy it is to delay

important tasks and focus instead on easy or more enjoyable

responsibilities, such as responding to email. If you don’t rank the

importance of your to-do list, you’ll end up doing what you find easiest

while delaying the consequential stuff. Disorganization and lack of

deliberation produce stress and mistakes; prioritizing is the answer.

3. Assess

Assessing what did not get done on your list is just as important as

making the list in the first place. Throughout the workday – and especially

before heading out for the evening – evaluate your progress. For me,

having a clear picture of what needs to get done before the end of the

day or week puts my mind at ease; I know there won’t be any

unwelcome surprises.

4. Work out

This one may be aspirational. Making time for a daily workout

is difficult, especially if you’re married with children and/or have a long

commute. But like reading, neglect it and your work will likely suffer.

Few things loosen up writer’s block like a rush of endorphins from a good

workout. If you can’t exercise every day, do so as much as you can. I

promise you’ll notice a difference.

5. Contribute

Look for ways to improve your agency. Admittedly, this does not

come as naturally to me as it should. I like seeing my to-do list shrink; it

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makes me feel productive. However, investing time in a project for the

collective good is a fundamental element of teamwork. Whether you

launch a company-wide fitness contest or share a great pitch, think about

how you can help your colleagues do their jobs better. You’ll help

yourself in the process.

What would you add to this list? What is your “must-do”

daily activity?

By Matt Cochran

(http://www.prdaily.com/Main/Articles/

5_tasks_for_every_PR_persons_daily_todo_list_16500.aspx)

TASK

1 Find English equivalents of the following words and word

combinations.

Повседневные дела; достигать цели; головокружительная скорость;

неотложная задача; расставлять приоритеты; отвечать на письмо;

список дел; оценить успехи; успокоить; найти время; тренировка; на

благо/на пользу коллектива.

2 Find words with an opposite meaning in the text.

a) long ago ………………...

b) undermine ………………...

c) amateur ………………...

d) plenty ………………...

e) start ………………...

f) doubtful ………………...

g) make worse ………………...

h) grow ………………...

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3 Answer the last two questions in text A and make a summary

of the text.

4 Match words in A with the definitions in B.

А В

1) breakneck

2) examine

3) daily routine

4) identify

5) consequence

6) deliberation

7) assess

8) contribute

9) must-do

a) long and careful consideration or discussion

b) evaluate or estimate the nature, ability, or quality

of smth

c) obligatory thing to do

d) dangerously or extremely fast

e) things done every day

f) say or do things to help to make it successful

g) a result or effect of an action or condition

h) inspect (someone or something) in detail

i) recognize or distinguish

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TEXT B

10 Traits of Talented Public Relations Pros

1. Be a strong communicator and relationship builder

Relationships are everything in public relations. The basis of the

industry is the ability to form relationships and build rapport with clients

and the media. Working as a public relations professional requires you to

be sociable, friendly and approachable. Having meaningful conversations

with people will show that you are genuinely interested and will allow you

to build strong relationships.

2. Be a good writer

Not only do you have to be good at communicating face-to-face, you

must have the ability to communicate well via written word. In the digital

age we are in today, it’s important to know how to professionally and

comfortably write a decent email, letter or press release. Even something

as a simple grammatical or fact error can mean the difference between

‘yes’ and ‘no’, so in order to be a successful public relations expert, you

need to have great writing skills!

3. Be informed

If you’re not informed of what is going on, how will you make your

clients and the media informed? A key to finding success in public

relations is knowing your client, your company, the industry and the

media like the back of your hand. Strive to learn something new about

your client or specific product every single day, so that you are the most

knowledgeable person in the room when it comes time to pitch that

particular story.

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4. Be detail oriented

Pay attention to even the smallest of details. Clients look to you to

maintain their positive reputation, and with the fast pace of digital

communication today, even one small error can make its way through the

media within an hour. Carefully planning out and meticulously reviewing

all communication to the media will pay off in the end when your client

gets that positive media attention.

5. Be comfortable with public speaking

As a public relations professional, being able to work a room is a

must! Get comfortable with public speaking, whether it’s in front of one

executive or a crowd of media. You won’t be able to do this job unless

you know how to convey a brand message or a story to an audience.

6. Be good at multitasking

Public relations is an industry that never sleeps. Something is (or

should be) happening with your brand or client every single day, so being

able to multitask is a key trait of a successful public relations person. From

pitching to the media, to controlling a crisis, to initiating a new campaign,

being able to juggle multiple projects or clients at once is essential.

7. Be flexible

In this day and age, adapting to changes in the industry is crucial.

New technologies, new marketing techniques and new media develop and

evolve every single day, so it’s important to be on the ball and ready to

adapt to these changes. What’s right today for a client’s social media

campaign might not be what’s right tomorrow, so having the ability to be

flexible and evolve with the industry is a necessity.

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8. Have a thick skin

The world of public relations isn’t the place for the faint of heart.

Being in public relations, it’s inevitable that you will get shot down quite

often, but to be successful, you have to be able to withstand that criticism

and persevere through the times you will find yourself at the negative end

of a meeting, pitch or campaign feedback. Developing a thick skin will

help you recover from those misfortunes and come back even stronger

for yourself personally, as well as for the client you are representing.

9. Be patient

In public relations, results don’t happen overnight. Whether it’s

not seeing immediate results from a public relations campaign, or

waiting to hear back from a publication that you pitched to, patience

is truly a virtue in the world of public relations.

10. Don’t be a know-it-all

You can always learn more and do better. The field of public

relations is changing every day, so there’s always something new to master

or someone new to network with. Be a sponge throughout your whole

career in public relations, soaking up new knowledge and tactics whenever

possible. Even as you gain experience and become a seasoned public

relations professional, there’s so much to learn in the industry you will

never be able to say you know it all.

(http://www.levo.com/articles/skills/

10-traits-of-talented-public-relations-pros#)

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TASK

1 Find English equivalents of the following words and word

combinations.

Характерная черта / особенность; хорошие взаимоотношения; эпоха

цифровых технологий; навыки письма; сохранить хорошую

репутацию; цифровая связь; окупиться; работать на аудиторию;

рассказать историю; преподносить (информацию) СМИ; делать

(несколько дел) одновременно; приспосабливаться к; действовать

оперативно; разбить в пух и прах; впитывать знания.

2 Find words with a similar meaning in the text.

a) foundation ………………...

b) demand ………………...

c) accessible ………………...

d) sincerely ………………...

e) by means of ………………...

f) appropriate ………………...

g) try ………………...

h) carefully/thoroughly ……..

i) develop ………………...

j) resist/oppose ………….

k) failure ………………...

3 Match words in A with the definitions in B.

А В

1) trait

2) feedback

3) virtue

4) campaign

5) technique

6) rapport

a) a skillful or efficient way of doing or achieving

something

b) a distinguishing quality or characteristic, typically

one belonging to a person

c) a good quality or way of behaving

d) a close and harmonious relationship in which the

people or groups concerned understand each

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other’s feelings or ideas and communicate well

e) an organized course of action to achieve a

particular goal

f) information about reactions to a product, a

person’s performance of a task

4 Use the words and word combinations in task 1 and 3 in situations of

your own.

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TEXT C

8 Tips for Getting More Publicity for Your Events

Publicity pros stress the importance of creating exclusive

content, targeting select press, and taking the long view

when it comes to relationships.

Publicity is key to spreading an event’s message far and wide, so

here’s what PR professionals say will score more – and better – press

coverage.

1. Make it as easy as possible for press

Writers, reporters, and photo editors are busy – sometimes frenzied –

people. Giving them all the tools they need to cover your event, and

delivering information and files in a clear and complete manner right off

the bat, will be more likely to result in coverage. “Try to get the MMS link

and send to photo editors in advance with captions, key guest names, key

info, and must-mentions so they have it in advance of event, and usually

it will take top priority the day following event for coverage,” says Chet

Mehta of the PR-dept.

Further, make their visit to the event comfortable and convenient.

“My number one rule for events is no line,” says EMC Bowery owner

Ben Russo. “Anyone I invited should be inside or have absolutely no

trouble getting in, because I targeted the right media, the press-worthy

celebs, and the correct influencers. Why would I want any of them waiting

in line? Do you think Matt Donnelly with In Style waits in line?”

2. Know that more press doesn’t necessarily mean better or

wider coverage

While it might stand to reason that the presence of more media

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outlets means more coverage, pros caution that a blanket approach alone

is too simple. “Try to invite outlets and reporters who have columns that

usually get syndicated and picked up on other outlets,” advises Mehta.

“And always try to have house photographer images syndicated on a

major wire.”

Russo adds, “Not all publicity is good publicity. Sometimes only

telling the right influencers will get you more. It will create that must-have

buzz that you are looking for.”

3. Give them something to photograph

Much has been made lately about making the case for decor spending

as a means to proliferate an event’s message far beyond its walls: Decor,

props, activities, and interactions can all be catalysts for social sharing

with viral potential. That premise goes not just for guests, but for media

too. The more interesting the opportunities for photographers to capture,

the more likely their shots are to spread widely.

“Step-and-repeat photos are nice for those fashion shots, but having

interesting visuals for celebrities to pose with at the event gets the most

love in entertainment media outlets,” says Rogers & Cowan group

manager Page Jeter. “Cute, kitschy, and funny snaps of guests with giant

props, colorful toys, or overstuffed animals, for example, tend to run

everywhere. There are lots of ways to get publicity around these types of

photos – traditional media as well as social media. It’s like a Miley Cyrus

concert, at your event.”

4. Create exclusive content for key outlets

“Today every mom-and-pop shop has an event, and the competition

is fierce when it comes to quality press coverage. If you want to attract

quality press, you need exclusive pictures and exclusive content,” Russo

says. ”It’s no longer the It girl [whose presence alone] will attract quality

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press – because that It girl goes out all the time. Any good publicist will

create exclusive content for their press – create that ‘wow’ moment.”

5. Arrange a photographer escort

Jeter says, “Event photographers are often left on their own to roam,

and I have found that if you assign a member of your team as escort, you

will benefit in a number of ways. Four eyes are always better than two,

and often, photographers need help in identifying who should be

photographed. It is also super important to get those celebrity group shots,

as entertainment outlets typically prefer candid photos of celebrities

grouped together at events.”

6. Propose pre-event coverage

Post-event coverage with photos may be your top priority. But if you

start working for pre-event mentions ahead of the game, you can extend

the life of the event in all directions – and help boost ticket sales,

donations, attendance, and buzz. “Generate as much pre-press that is

meaningful to the campaign as possible, to help push ticket sales or

attendance to the event itself or to create buzz or awareness in general

heading into the event,” Mehta says.

7. Let the event details speak for themselves

Event reporters and photographers can sniff out whether an event is

worthy of their coverage with only a few details – so make the event’s key

details count. First, “pick a quality venue. If the venue is outdated or

otherwise not desirable, it won’t pull the buzz media in that is critical

for an event,” Russo says, adding that securing a celebrity host is crucial.

Beyond that, make sure to include relevant guests on the list. “Who

doesn’t want an A-lister at their event? But also invite lower-tier talent

that may be having a moment in pop culture,” Jeter says. “These B- and

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C-tier celebrities can get as much publicity for your event by attending as

the big names do, if they are relevant and in the news. They also are

usually more willing to participate in photos and interviews, enhancing

your publicity opportunities.

8. Take the long view when developing relationships

You may be eager for press coverage for a given event, but try to

consider it as just one of many along what will ideally be a long,

sincere, and mutual relationship with a given press contact. So target each

pitch carefully for the representative’s specific outlet – and then don’t

push beyond what’s reasonable.

“To attract an exclusive group of journalists, you need to also have

a reputation of constantly delivering quality content. It’s a give-and-

take world, and your reputation must precede you,” Russo says.

By Alesandra Dubin

(http://www.bizbash.com/8-tips-for-getting-more-publicity-

for-your-events/san-francisco/story/28047#.U1Z1sE_NvIV)

TASK

1 Find English equivalents of the following words and word

combinations.

Всесторонне; иметь успех / добиться успеха; сразу же / немедленно и

без подготовки; надпись (под изображением, иллюстрацией); PR-

отдел; влиятельная личность; само собой разумеющееся / совершенно

очевидно; средства массовой информации; передавать материал в

крупное информационное агентство; предложение / предпосылка;

«позировать»; фотография; семейный бизнес; светская львица;

солидное место проведения (мероприятия); важные гости.

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2 Make a summary of text C.

3 Complete the following sentences with the correct words.

targeted

outlets

cover

event

publicity

bat

enhancing

pre-event

participate

influencers

donations

blanket

tools

quality

social

A-lister

a) Giving them all the ………… they need to ……… your event, and

delivering information and files in a clear and complete manner right

off the ………… , will be more likely to result in coverage.

b) Anyone I invited should be inside or have absolutely no trouble

getting in, because I ………… the right media, the press-worthy

celebs, and the correct ………… .

c) While it might stand to reason that the presence of more media

………… means more coverage, pros caution that a …………

approach alone is too simple.

d) There are lots of ways to get ………… around these types of photos –

traditional media as well as ………… media.

e) If you want to attract ………… press, you need exclusive pictures

and exclusive content.

f) But if you start working for ………… mentions ahead of the

game, you can extend the life of the event in all directions – and

help boost ticket sales, ………… , attendance, and buzz.

g) ………… reporters and photographers can sniff out whether an

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event is worthy of their coverage with only a few details.

h) Who doesn’t want an ………… at their event?

i) They also are usually more willing to ………… in photos and

interviews, ………… your publicity opportunities.

4 Use the word given in capitals at the end of each line to form a word

that fits the space in the same line.

a) …………. is key to spreading an event’s

message far and wide, so here’s what PR

………… say will score more – and better –

press coverage.

b) Try to get the MMS link and send to photo

editors in advance with …………, key

guest names, key info, and must-mentions

so they have it in advance of event, and

usually it will take top priority the day

following event for ………… .

c) Decor, props, ………… , and ………… can

all be catalysts for social sharing with viral

potential.

d) Any good ………… will create exclusive

content for their press – create that ‘wow’

moment.

e) Four eyes are always better than two, and

often, photographers need help in …………

who should be photographed.

f) Generate as much pre-press that is

………… to the campaign as possible, to

PUBLIC

PROFESSION

CAPTURE

COVER

ACT, INTERACT

PUBLICISE

IDENTITY

MEANINGFUL

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help push ticket sales or ………… to the

event itself or to create buzz or ………… in

general heading into the event.

g) These B- and C-tier ………… can get as

much publicity for your event by attending

as the big names do, if they are …………

and in the news.

h) Target each pitch carefully for the

…………’s specific outlet – and then don’t

push beyond what’s ………… .

ATTEND

AWARENESS

CELEBRATE

RELATE

REPRESENTATION

REASON

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TEXT D

What to do when your ‘perfect’ PR pitch is less than perfect

We’ve all had at least one PR pitch that feels like a sure thing. A

pitch that sounds so perfect, you’re certain that elusive USA Today reporter

you’ve been trying to connect with for months will gobble it up.

The response pops up in your email, and you immediately drop what

you’re doing to open it – only to discover she isn’t interested. She’s too

busy. There was a natural disaster. A political figure is dominating the

headlines. Whatever the case may be, even if it’s just bad timing, the

reporter isn’t going to write the story this time.

What now? How should you react when your perfect PR pitch isn’t

timed quite so perfectly?

First and foremost, try to find another home for it. If it is a solid

story, the chances of another targeted reporter jumping on it are in your

favor. While you’re trying to place the story, start considering other uses

for the idea, as well. A good pitch should never go to waste.

It’s also important to consider that a well-crafted pitch can be great

fodder for other formats. Today, it’s all about high-quality content. Search

engines want to index it, website visitors want to read it, and potential

clients view high-quality content creation as thought leadership.

Here are some thoughts on how to recycle a pitch so it doesn’t go to

waste:

Channel your thoughts into a compelling blog post

Most individuals and companies that maintain blogs are looking for

information to share to ensure frequent additions of meaningful content.

That’s one way to capitalize on these great story ideas.

Use it for an e-newsletter or newsletter article

Content that customers, prospects, and professional partners will find

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useful should be the cornerstone of any external communications strategy.

They don’t want to hear incessantly about how great you or your company

is. It’s important to give them valuable insight in addition to great

company updates – and your pitch may be just the right topic for an article

your target audience will find informative, boosting your reputation.

If the topic is meaty enough, consider a case study, white

paper, or e-book

A technical topic or compelling real-world example might warrant an

in-depth look for your corporate website. Through this, you can capture

data to expand your website, or provide a compelling reason for visitors to

return again and again.

Host a webinar

A webinar can help relay the story and its information to your

target audience. If, for example, the pitch was about a new software or IT

trend, a presentation demonstrating the functionality with step-by-step

visuals would be an asset to those looking to learn more. If you’re

highlighting a complicated law that is about to take effect, a simple

explanation of the legalese would provide clarity to clients, while opening

the floor for questions.

Your PR pitch doesn’t have to be perfectly timed to generate results

for you or your organization. Just make your great story doesn’t die on the

vine simply because “Good Morning America” didn’t take note.

By Erin Sabo

(http://www.prdaily.com/Main/Articles/What_to_do_when_

your_perect_PR_pitch_is_less_than_15692.aspx)

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TASK

1 Find English equivalents of the following words and word

combinations.

Неожиданно появляется ответ; презентация товара; прежде всего;

расчет времени / расписание, пропадать зря / идти насмарку; вести

блог; потенциальный клиент; стратегия коммуникаций; сводка

последних новостей / свежие новости; пример из жизни; целевая

аудитория; предоставить возможность задать вопросы; не

осуществиться / остаться на бумаге, обращать внимание.

2 Complete the following sentences with the correct prepositions.

a) The response pops ……… ……… your email, and you immediately

drop what you’re doing to open it.

b) A political figure is dominating ……… the headlines.

c) If it is a solid story, the chances ……… another targeted reporter

jumping ……… it are ……… your favor.

d) That’s one way to capitalize ……… these great story ideas.

e) It’s important to give them valuable insight ……… addition to

great company updates

f) If you’re highlighting ……… a complicated law that is ……… to

take effect, a simple explanation ……… the legalese would provide

clarity to clients, while opening the floor ……… questions.

g) Just make your great story doesn’t die ……… the vine simply

because “Good Morning America” didn’t take note.

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3 Find words with a similar meaning in the text.

a) absorbing ………………...

b) benefit from ………………...

c) constantly ………………...

d) profound/detailed …………

e) conduct ………………...

f) complex/intricate ………….

g) feature ………………...

h) have influence …………….

4 Match words in A with the definitions in B.

А В

1) case study

2) white paper

3) e-book

4) webinar

5) asset

6) legalese

a) online internet conference or seminar

b) a useful or valuable thing

c) the formal and technical language of legal

documents that is often hard to understand

(inform.)

d) a particular instance of something used or

analyzed in order to illustrate a thesis or principle

e) a government or other authoritative report giving

information or proposals on an issue

f) an electronic version of a printed book that can be

read on a personal computer or hand-held device

designed specifically for this purpose

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TEXT A

5 Reasons Women are Effective PR Leaders

While women have made major strides in the workforce in the past

few years, they hold on average fewer senior level positions than their

male counterparts. This is even more striking in PR. Although nearly

80 percent of the public relations industry is comprised of women, about

four out of every five leadership positions are held by men.

An Open Forum study comparing growth of firms led by men and

women revealed that women-owned companies have been more successful

than their male counterparts, growing at nearly double the rate in the last

several years. A separate Catalyst study showed that companies with the

most women in senior management had higher returns on equities – by

more than a third.

Why are women such effective leaders?

1. Women are active listeners

Women know when it’s time to listen and tend to be more

empathetic than men. They’re able to more clearly understand the needs

of others because they connect on a deeper level. This enables them to be

more attuned to client’s needs and more sincere in the delivery of

language, creating the possibility for satisfied, long-term customers.

2. Women tend to be more social

Studies show that women are more social than men, leading to

higher rates of effective collaboration and creativity within a business.

They’re also extremely social with technology. A recent study by

Moosylvania revealed that women are more likely to use smartphones and

tablets than men to seek interaction. Women are comfortable making

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connections with both acquaintances and strangers, which can be a huge

driver for new business.

3. Women are plugged into current events

Women are more likely to stay up-to-date with the news and apply

it to clients and workplace issues. While men have better special capacity

for mental rotation, women outperform men in spatial memory and

executing multiple tasks at once, such as scrolling the news, answering a

phone, and reflecting on a problem. This also makes women effective at

strategizing solutions.

4. Women are more effective in group settings

Women aren’t afraid to speak with others about issues and stress.

They’re better connectors. Although there isn’t a direct link between

IQs of members on a team, a recent Harvard Business Review study

found that a group including women tends to have a higher collective

intelligence. Their natural ability to communicate allows them to better

paint a picture of the future.

5. The “big picture” is more in-focus for women leaders

While men typically focus on money and larger gains, women tend

to focus on the bigger picture and be more risk averse. A recent Accenture

survey shows women are likely to care about work-life balance over

money, fostering an environment for overall success at a company.

By Christine Pietryla

http://www.prdaily.com/Main/Articles/

5_reasons_women_are_effective_PR_leaders_16305.aspx

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TASK

1 Find English equivalents of the following words and word

combinations.

Более высокие доходы от акций / ценных бумаг; высокий уровень;

установить отношения; быть в курсе текущих событий; превосходить

кого-л. в чем-л.; просматривать новости (на электронном

устройстве); думать над проблемой; принять стратегическое

решение.

2 Find words with a similar meaning in the text.

a) remarkable ………………….

b) constitute …………….……

c) unused ………………….

d) sensitive ………………….

e) gregarious ………………….

f) show ………………….

g) be adjusted ………………..

h) current ………………………

i) think over ………………..

j) mind ………………..

k) concentrate …..…………..

l) general ………………..

3 Use the word given in capitals at the end of each line to form a word

that fits the space in the same line.

a) Although nearly 80 percent of the public

relations ………… is comprised of women,

about four out of every five …………

positions are held by men.

b) A separate Catalyst study showed that

companies with the most women in senior

………… had higher returns on equities –

by more than a third.

INDUSTRIALISE

LEAD

MANAGE

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c) This enables us to be more ………… to

client’s needs and more sincere in the

………… of language, creating the

………… for satisfied, long-term customers.

d) Studies show that women are more social

than men, leading to higher rates of

effective ………… and ………… within a

business.

e) Women are comfortable making connections

with both ………… and strangers, which can

be a huge driver for new ………… .

f) Women are more likely to stay up-to-date

with the news and ………… it to clients and

workplace issues.

g) While men have better special capacity for

mental rotation, women ………… men in

spatial memory and ………… multiple tasks

as once, such as scrolling the news,

answering a phone, and ……… on a

problem.

h) This also makes women effective at

………… solutions.

i) Although there isn’t a direct link between

IQs of members on a team, a …………

Harvard Business Review study found that a

group including women tends to have a

higher collective ………… .

ATTUNE

DELIVER

POSSIBLE

COLLABORATE,

CREATE

ACQUAINT

BUSY

APPLICATION

PERFORM

EXECUTION

REFLECTION

STRATEGY

RECENTLY

INTELLECT

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TEXT B

Why Women Dominate PR Profession?

In an industry once dominated by men, women now outnumber their

male colleagues and the trend shows no signs of abating. Have female

professionals become a new PR super breed?

Women have definitely made their mark in the PR business over the

last 20 years, to the extent that there is now a major shortage of men

coming into the profession, and that’s official.

According to latest membership figures released by the Institute of

Public Relations (IPR), women now outnumber men by 60:40 – a massive

swing since 1987, when figures highlighted the opposite at 20:80.

Across the Midlands the pendulum towards women in PR remains

in line with national statistics, so what’s brought on this amazing

phenomenon, which has seen the fairer sex starting to smash through the

glass ceiling in this industry?

Have women become a super breed in the world of PR, and why has

it happened in this particular industry?

One of the reasons behind the success of women PR professionals

is undoubtedly the flexibility of the profession, as it provides the

opportunity for career-minded women to have it all in terms of high

powered jobs, while still balancing family life – at least to some degree.

PR is probably one of the most fragmented professions in the United

States and comprises a mix of in-house, independent and consultancy-

based practitioners.

The emergence of electronic technology has also spawned the

independent sector creating thousands of one-man band and freelance

operators – who are predominantly women. However at the top of the PR

tree, men continue to make their mark.

This is particularly true among the large US-based agencies, where

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a major proportion of directors and chief executives are male and

continue to seize the high ground, having worked their way up through the

industry since their domination during the 1980s.

While men continue to be in short supply at the entry level, a high

proportion of those that are involved in the profession are operating at

board level, but for how much longer?

Their numbers have also been swelled by the exodus of male

journalists jumping ship into the PR profession, as the media moguls

restructure their empires and introduce massive swathes of job cuts.

So what is it about the profession that is attracting women rather than

men, and what is the picture likely to be in another 20 years’ time?

“When you regularly receive CVs from people even willing to

work for nothing just to get their foot in the door, it certainly demonstrates

how popular the profession has become, but like any profession, what

the industry wants is quality not quantity, not to mention more men.

“The root cause of the problem is perhaps the perception of PR,

which is still not being taken seriously enough and is often viewed as a

bit girlie in certain quarters.

“Nothing of course could be further from the truth, as the role of

PR climbs even higher up the boardroom agenda.

“Just like other industries, there are good and bad operators – and

those involved in fluffy-type PR activities soon discover the advertising

department is next door when it comes down to highly-complex business

management issues requiring strategic initiatives to make a serious

financial difference to the bottom line.

“One of the reasons for the proliferation of women versus men at

the junior entry level is their willingness to be totally hands-on, take on

administration roles initially and work their way up the promotional ladder.

Women also tend to be more practical than theoretical, particularly

when it comes to attention to detail, which are critical success factors

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behind award-winning PR campaigns.

“Dare I say it, but one of the main reasons behind our growing

dominance in the market place is that as a general rule we are better

than men at thinking on different levels all at the same time.

It’s just part of our make-up.

According to Gidon Freeman, editor of PR Week, the gender

readership split for the industry’s magazine has moved even more in favor

of women with a 65:35 ratio, but he’s not at all surprised by the

breakdown.

“PR is all about developing relationships and bringing influence

to bear, which historically women have always mastered better than men,”

he says.

“By the very nature of their profession, PR employers tend to be

more flexible and are also happy to accommodate their loyal employees

who are return-to-work mothers.”

What this all means is that if you’re male, highly intellectual with

really good organization and communication skills, plus the charisma and

personality to make your presence felt, you’ve got a really good chance

of making it big time in PR.

The chance to stand out from the crowd is there for the taking.

(http://womeninpr.wordpress.com/2012/01/05/

why-women-dominate-pr-profession)

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TASK

1 Find English equivalents of the following words and word

combinations.

Добиться успеха; по статистике; стремиться занять высокую

должность; подняться по служебной лестнице / сделать карьеру;

перейти (из другой сферы) в PR; сокращение числа рабочих мест;

начать заниматься новой деятельность; основная причина проблемы;

когда дело доходит до; практический; решающий фактор успеха;

выделяться из серой массы.

2 Complete the following sentences with the correct word.

spawned

junior

fragmented

practitioners

flexibility

freelance

outnumber

powered

shortage

proliferation

board

trend

career-minded

in-house

supply

hands-on

administration

a) In an industry once dominated by men, women now ……………

their male colleagues and the …………… shows no signs of abating.

b) There is now a major …………… of men coming into the profession,

and that’s official.

c) One of the reasons behind the success of women PR professionals is

undoubtedly the …………… of the profession, as it provides the

opportunity for …………… women to have it all in terms of high

…………… jobs.

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d) PR is probably one of the most …………… professions in the United

States and comprises a mix of ………… , independent and

consultancy-based …………… .

e) The emergence of electronic technology has also …………… the

independent sector creating thousands of one-man band and

…………… operators – who are predominantly women.

f) While men continue to be in short …………… at the entry level, a

high proportion of those that are involved in the profession are

operating at …………… level, but for how much longer?

g) One of the reasons for the …………… of women versus men at the

…………… entry level is their willingness to be totally ………… ,

take on …………… roles initially and work their way up the

promotional ladder.

3 How matters stand in PR profession in your country?

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TEXT C

Gender Imbalance: Why Is The Female-Dominated PR Industry

Still Led By Men?

Although women account for a significant

majority of PR practitioners in many

countries, men still occupy the

lion’s share of top jobs.

The PR industry has become more and more dominated by women

in the last two decades both in the United States and in Europe. This trend

has brought about certain side-effects which have been the object of

academic research, but the trend has not been studied properly as a cultural

phenomenon. Why does the field not attract men even though the nature

and scope of the job has changed and quantifying results has improved?

On the other hand, why does the Director of Communications still tend

to be a man even in the egalitarian Nordic countries?

According to a study into the membership structure of all central

PR unions conducted in Finland in autumn 2013, up to 89.2% of the

operators in the industry are women. In the light of these results, Finland

has the most female-dominated PR field of all Nordic countries. In

Sweden, the share of women members in their union is around 80%.

According to Jeanette Agnrud, the Director of Communications in the

Swedish Association of Communication Professionals, men do not

often want to be involved in professional associations or respond to

surveys in the way that women do, so the actual figure could be smaller.

The difference is still significant and reflects the nature of academic

careers in these countries as a whole. Women tend to hold a university

degree more often than men. In 2013, a total of 792 people, of which 612

were women, applied to the University of Helsinki to study Media and

Communication. In general, far more women than men apply and graduate

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from universities both in Finland and Sweden.

Even in Germany, the field has slowly become more and more

dominated by women. According to figures from 2009, there were still

10% more men than women in PR-related jobs in Germany. In the United

States, however, the domination of the field by women is a significant

phenomenon. In 2011, the share of women in the Public Relations Society

of America (PRSA) was 71%.

Are the male networks getting in the way of women’s leadership?

Despite the field becoming predominantly female, the leadership

positions still tend to go to men, even in the exemplary egalitarian

countries. Since the 1980s, researchers (such as L.A. Grunig, J. Grunig,

T. Hunt) have studied how women are sidelined in leadership selection

processes. According to a German study (Bentele-Grosskurth-Senderlanz,

2009), the main reasons for the glass ceiling phenomenon are family

planning and the strong networks among men. Another object of research

has been the gender pay gap. According to salary data gathered by

PR Week, women earned on average 72% of what men earned in

similar jobs in 2002 (Wrigley 2002, Journal of Public Relations

Research 14).

However, there are some differences in Finland. The female

domination of the industry started early. Even as early as in 1983, a total

of 58 % of the respondents in a joint survey conducted by all Finnish

PR associations were women. There is barely any gender pay gap in

leadership positions in the PR field in Finland. The tax data from last year

showed that women in leadership positions in marketing communications

actually earn more than men (Markkinointi&Mainonta magazine,

9 November 2012). According to the 2011 statistics, women in specialist

positions in the private sector earned more than men whereas men in

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leadership positions earned more than women. The figures also reveal

that a woman in a managerial position earned €4458 (private sector

median) per month and a man €4795. In director’s positions, men earned

€500 a month more than women. There are hardly any differences in

median salaries in the public sector.

The common question seems to be: why are men not interested

in communications? Academic studies do not seem to provide any

answers to this question. President William Murray of PRSA says that

in the US the subject is controversial. “There is speculation (just

speculation) as to why the field has become female dominated, but no

real answers. As many note, there is little academic research on this

subject. One school of thought is that there seems generally to be a

shortage of women taking math and engineering courses. That same reason

may be motivating women to pursue educational tracks in

Communications rather than Marketing, which is perceived as being

more quantitative”.

Media revolution changing the job

Men have also drifted into the more quantitative fields of sales

and marketing in Finland. The indicators in the PR field have improved but

has the improvement been significant enough after all? Is the job still

viewed through immaterial values that are difficult to measure? Or do

the real reasons lie elsewhere? Is the industry not recognised sufficiently

or not well-paid enough for men?

One interesting element is the way the nature and scope of the

communications job has altered. Even in my two decades in the field, a lot

has changed. Now you need to have a strategic and economic mind, you

need to cope with new technical channels of social media and be on

standby 24 hours a day. At the same time, you should be all the things

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you were before: precise, have good language skills, efficient, ready

to serve and, first and foremost, ready to be flexible. You would think that

the big challenges brought about by the great changes in the media industry

also attract men. Is this true?

“We have a separate student division, with over 300 student-only

chapters across America. If anything, the demographics of that group

seems to be even more female – I sometimes speak to student chapters that

are 100% female. The most recent survey we took of this population was

based upon a small sample, only 210 out of a population of 10,000, but of

those respondents 88% indicated that they were female”, Murray says.

Even in Finland, there is little sign of the changed content of the job

attracting more men into the PR industry. On the contrary, figures

indicating female dominance are now higher than two years ago.

We can also ask why it is that men are not appointed as PR

specialists or to PR jobs in middle management. The person appointed

to these positions is usually a woman with a university degree. Statistics

show, however, that men become directors of communication more often

than women. According to this year’s figures, men hold 20% of the

director’s positions in communications but only 12% of the manager level

positions. Especially after the dramatic changes faced by the media

industry, this position has, in recent years, surprisingly been given to a

male journalist entering the industry.

In Finland, women do apply for leadership positions. This shows

that planning a family is not as significant a factor as it is, for example, in

Germany. In Finland, women have always had a role at the workplace, and

the housewife culture has never gained ground. Women are used to coping

with both family and work as demonstrated by many Finnish female

ministers. Perhaps the question of why a female PR professional with

a degree loses the race for a director of communications position in the

final stages should be addressed to managing directors who are often men.

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The PR industry should lead the way in promoting equality

We can see a phenomenon, harmless in itself, appearing in Finland

as a reaction to female dominance in the industry. Last year, men working

in the industry founded a club exclusive to men. Even the name of the

club carries echoes from the past. Tiedotusmiehet (Information Men 2.0.)

is a male-only network that gathers around lectures, games and parties.

Women’s reactions have been everything from amused and baffled to

angry. Attempts to concentrate power through exclusive networks does not

sound like something from the 21st century. Are men this unsure about

their position? Or is this a reflection of a trend that no civilised society

should really need? After all, people should be free to define their own

gender identity.

It is apparent that a female-dominated industry in Finland has to

consider the implications of its existing female domination. When a highly

educated and experienced female PR professional is sidelined in favour

of a less qualified man, it is evident that equality and justice are not served

in an acceptable way. Instead of playing victims, we must take a look in

the mirror. There is power in the masses, and seizing this power requires

cooperation and shared objectives.

It is about time we all start building and supporting professional

networks that eradicate the male vs. female polarisation in the industry.

The PR industry is known for promoting noble causes, such as sustainable

development and environmental values, and this list should really include

gender equality as well. All the actors in the industry should roll up their

sleeves and start working together across all nationality or gender barriers.

By Elina Melgin

(http://www.ipra.org/itl/10/2013/gender-imbalance-why-

is-the-female-dominated-pr-industry-still-led-by-men)

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TASK

1 Find English equivalents of the following words and word

combinations.

Составлять / насчитывать; характер и границы деятельности; как правило; учитывая/с учетом этих результатов; фактическая цифра; по данным; мешать чему-л.; оттеснять на второй план при выборе руководителя; неравенство в оплате туда мужчин и женщин; учиться по специализации; нематериальные блага; справляться с чем-л.; быть наготове круглосуточно; если на то пошло; наоборот / напротив; значительные перемены, с которыми столкнулась медиаиндустрия; делать успехи; слышаться отголоски прошлого.

2 Write words with the similar meaning.

a) decade ……………….

b) attract ……………….

c) conduct ……………….

d) involve ……………….

e) significant ……………….

f) reflect ……………….

g) predominantly ……………

h) leadership positions ……………

i) controversial …………….

j) speculation …………….

k) drift …………….

l) precise …………….

m) chapter ……………….

3 Complete the following sentences with the correct word.

social

industry

strategic

standby

economic

middle

professional

predominantly

leadership

side-effects

academic

professional

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a) This trend has brought about certain ………… which have been the

object of ………… research, but the trend has not been studied

properly as a cultural phenomenon.

b) Men do not often want to be involved in ………… associations or

respond to surveys in the way that women do, so the actual figure

could be smaller.

c) Despite the field becoming ………… female, the ………… positions

still tend to go to men, even in the exemplary egalitarian countries.

d) Now you need to have a ………… and ………… mind, you need to

cope with new technical channels of ………… media and be on

………… 24 hours a day.

e) We can also ask why it is that men are not appointed as PR specialists

or to PR jobs in ………… management.

f) It is about time we all start building and supporting …………

networks that eradicate the male vs. female polarisation in the

………… .

4 Use the word given in capitals at the end of each line to form a word

that fits the space in the same line.

a) Although women account for a

significant ............ of PR ............ in

many countries, men still occupy the

lion’s share of top jobs.

b) The female ............ of the industry

started early.

c) According to the 2011 ............ , women

in specialist positions in the private

sector earned more than men.

MAJOR, PRACTICE

DOMINACE

STATISTICIAN

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d) There is ............ as to why the field has

become female dominated, but no real

answers.

e) One school of thought is that there seems

generally to be a ............ of women

taking math and ............ courses.

f) The indicators in the PR field have

............ but has the improvement been

............ enough after all?

g) We can also ask why it is that men are

not ............ as PR specialists or to PR

jobs in middle management.

h) We can see a phenomenon, ............ in

itself, appearing in Finland as a reaction

to female dominance in the ............ .

i) It is ............ that a female-dominated

industry in Finland has to consider the

............ of its existing female

domination.

j) The PR industry is known for

promoting noble causes, such as

............ development and ............

values, and this list should

really include gender equality as well.

SPECULATE

SHORT

ENGINEER

IMPROVEMENT

SIGNIFICANCE

APPOINTMENT

HARM

INDUSTRIALISATION

APPARENCY

IMPLY

SUSTAIN,

ENVIRONMENT

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Учебное издание

Ins and Outs of PR Учебное пособие

Составитель ПЛУЖНИКОВА Юлия Александровна

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