practical course in english

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Practical Course in English

Table of Contents

Exercises.....................................................................................................................................3

Practical Course 1: On PR..........................................................................................................31.1 Vocabulary........................................................................................................................3

1.1.1 Exercise 1...................................................................................................................3

1.1.2 Exercise 2...................................................................................................................5

1.2 Reading.............................................................................................................................6

1.2.1 Exercise 1...................................................................................................................6

1.2.2 Exercise 2...................................................................................................................7

Practical Course 2: On Organisational PR................................................................................10

2.1 Vocabulary......................................................................................................................10

2.1.1 Exercise 1.................................................................................................................10

2.1.2 Exercise 2.................................................................................................................12

2.2 Reading...........................................................................................................................132.2.1 Exercise 1.................................................................................................................13

2.2.2 Exercise 2.................................................................................................................14

Practical Course 3: On the PR Practitioner...............................................................................16

3.1 Vocabulary......................................................................................................................16

3.1.1 Exercise 1.................................................................................................................16

3.1.2 Exercise 2.................................................................................................................18

3.2 Reading...........................................................................................................................19

3.2.1 Exercise 1.................................................................................................................19

3.2.2 Exercise 2.................................................................................................................20

Practical Course 4: On Media PR.............................................................................................22

4.1 Vocabulary......................................................................................................................22

4.1.1 Exercise 1.................................................................................................................22

4.1.2 Exercise 2.................................................................................................................24

4.2 Reading...........................................................................................................................25

4.2.1 Exercise 1.................................................................................................................25

4.2.2 Exercise 2.................................................................................................................26

Practical Course 5: On Political PR..........................................................................................28

5.1 Vocabulary......................................................................................................................28

5.1.1 Exercise 1.................................................................................................................28

5.1.2 Exercise 2.................................................................................................................30


5.2.2 Exercise 2.................................................................................................................32

Practical Course 6: On IPR.......................................................................................................35

6.1 Vocabulary......................................................................................................................35

6.1.1 Exercise 1.................................................................................................................35

6.1.2 Exercise 2.................................................................................................................37

6.2 Reading...........................................................................................................................38

6.2.1 Exercise 1.................................................................................................................38

6.2.2 Exercise 2.................................................................................................................39

Answers.....................................................................................................................................41

Practical Course 1: On PR........................................................................................................411.1 Vocabulary......................................................................................................................41

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1.1.1 Exercise 1.................................................................................................................41

1.1.2 Exercise 2.................................................................................................................43

1.2 Reading...........................................................................................................................44

1.2.1 Exercise 1.................................................................................................................44

1.2.2 Exercise 2.................................................................................................................45

Practical Course 2: On Organisational PR................................................................................482.1 Vocabulary......................................................................................................................48

2.1.1 Exercise 1.................................................................................................................48

2.1.2 Exercise 2.................................................................................................................50

2.2 Reading...........................................................................................................................51

2.2.1 Exercise 1.................................................................................................................51

2.2.2 Exercise 2.................................................................................................................52

Practical Course 3: On the PR Practitioner...............................................................................54

3.1 Vocabulary......................................................................................................................54

3.1.1 Exercise 1.................................................................................................................54

3.1.2 Exercise 2.................................................................................................................56


3.2.2 Exercise 2.................................................................................................................58

Practical Course 4: On Media PR.............................................................................................60

4.1 Vocabulary......................................................................................................................60

4.1.1 Exercise 1.................................................................................................................60

4.1.2 Exercise 2.................................................................................................................62

4.2 Reading...........................................................................................................................63

4.2.1 Exercise 1.................................................................................................................63

4.2.2 Exercise 2.................................................................................................................64

Practical Course 5: On Political PR..........................................................................................66

5.1 Vocabulary......................................................................................................................66

5.1.1 Exercise 1.................................................................................................................66

5.1.2 Exercise 2.................................................................................................................68

5.2 Reading...........................................................................................................................69

5.2.1 Exercise 1.................................................................................................................69

5.2.2 Exercise 2.................................................................................................................70

Practical Course 6: On IPR.......................................................................................................72

6.1 Vocabulary......................................................................................................................72

6.1.1 Exercise 1.................................................................................................................72

6.1.2 Exercise 2.................................................................................................................74


6.2.2 Exercise 2.................................................................................................................76

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Exercises

Practical Course 1: On PR

1.1 Vocabulary

1.1.1 Exercise 1

Read these definitions.

advertising : the business of trying to persuade people to

buy products or services

circumstance: a fact or event that makes a situation the

way it is

communication: the exchange of information and the

expression of feeling that can result in understanding

discipline: a particular area of study, especially a

subject studied at a college or university

environment: the conditions that you live or work in and

the way that they influence how you feel or how

effectively you can work

field: an area of activity or interest

nature: the type or main characteristic of something occupation: a person's job; a regular activity or hobby

profession: any type of work which needs special

training or a particular skill, often one which is respected

because it involves a high level of education

propaganda: information, ideas, opinions or images,

often only giving one part of an argument, which are

broadcast, published or in some other way spread with

the intention of influencing people's opinions

Public Relations: the activity of keeping good

relationships between an organization and the people

outside it

Choose a word from the box to complete each sentence.

advertising circumstance communication discipline environment field

nature occupation profession propaganda Public Relations

0 It is rather difficult to define Public Relations and communication.

1 Another issue is related to the origin of .

2 This contemporary is related to the history of the western hemisphere.

3 However, it saw a divergent evolution from , which is all about selling.

4 Moreover, it does not overlap with which maliciously presents only part of any

argument.

5 In a narrow academic sense, Public Relations is a which covers different schools of

thought

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6 But Public Relations is quite a large and productive of interest.

7 One of the main reasons for the vivacity of Public Relations is its social .

8 Public relations may evolve according to the needs of a broader .

9 Public relations may be a product of a current economic or political .

1

0

Or it may be socially and culturally oriented .

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1.1.2 Exercise 2

Now read the sentence halves.

0 Defining Public Relations draws on A different definitions of PR.

1 Harlow, R. F. (1976) found 472 different

definitions of PR

B the inner workings of PR.

2 Harlow built his own definition C experience and practice, information from

the media, and educational background.

3 Academics often disagree about

definitions of PR because they provide

D to explain what PR does.

4 Academics and practitioners haveproduced

E which must hit a nerve and influence thepublic.

5 PR specialists formulate F coined between 1900 and 1976.

6 The Academics focus on explaining G definitions according to their interests.

7 The practitioners tend H to the target audience and the intended

effect upon it.

8 In their research work, academics often

resort to synthesis

I from these findings.

9 The practitioners, on the other hand, resort

to surveys

J which is meant to give a balanced insight.

1

0

In the end, when formulating a definition

it comes down

K insufficient explanations, different views,

and difficulty in understanding.

Write the letter corresponding to the numbers in the given boxes below to complete the

sentences.

0 1 2 3 4 5 6 7 8 9 10

C

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1.2 Reading

1.2.1 Exercise 1

Read this piece of text.

Many PR textbooks written by US scholars include a brief overview of public relations history

in that country.

The first widespread use of PR in the United States was during the War for Independence

(17751782. It saw the development of techniques commonly used today, including symbols, slogans,

events, agenda setting and long-term campaign development.

The late nineteenth century saw the emergence of progressive publicistsarguing through the

media for social reform. The fear of reform journalism inciting social disorder prompted businesses to

use communication and counter this tendency. Then media relations became a major tool for debate.

By the turn of the century a number of individual PR consultancies had set up, catering mainly

to private sector interests. Clients were interested in lobbying state and federal governments.

Communications tended to be practiced by organisations in crisis rather than on an ongoing basis. The

PR practised was predominantly press agentry.

It was in this environment that Ivy Lee emerged as the first formal and widely recognised PR

practitioner.

Lee formalised his beliefs in the Declaration of Principles (1906). However it caught on

slowly because of the lack of transparency in practice.

Here are some statements Write T if the statements are true or F if the statements are false

according to the text in the boxes on the right.

0 Most PR manuals do not mention the history of PR in that country. F

1 The US War of Independence saw the first widespread use of PR techniques.

2 In the late nineteenth century use communication was used only to incite to social reforms.

3 By the turn of the century, communications were inconsistent.

4 Ivy Lee was not the first professional PR practitioner

5 Lees beliefs were not immediately accepted for they meant transparent practice

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1.2.2 Exercise 2

Now read the next part of the text.

Edward Bernays, nephew of Sigmund Freud and regarded by many as the father of modern

PR, was heavily influenced by social psychology and reflected this in his two books: Crystallizing

Public Opinion (1923) and Propaganda (1928). Originally an arts journalist who used his PR career as

a publicist for the arts, Bernays wrote books that were practitioner focused, case study based, backed

up by insights from the social sciences into how the public mind could be controlled through

persuasive techniques. This combination of practical tactics substantiated by scientific argument was

extremely powerful and an increasing number of practitioners, many of whom had gained expertise in

propaganda during the war years and subsequently joined the PR profession, were heavily influenced

by his ideas.

Edward Bernays and Ivy Lee were not the only influential practitioners at this time: Theodore

Roosevelts sophisticated use of the press during his presidential campaigns left a significant legacyfor subsequent political PR practice, while Henry Ford, Samuel Insull and Theodore Vail all

implemented impressive public relations strategies for the motor, electricity and telecommunications

industries.

By the 1930s, commercial, non-commercial entities and government routinely implemented

PR strategies, and their popularity was enhanced by the multiplication of outlets as the newspaper

industry expanded and commercial radio started broadcasting. Techniques became more sophisticated

as social research, which neatly divided populations into manageable groups with predictable

characteristics, enabled specific targeting of communications. Increasingly, images were combined

with words to increase the emotional pull of rational arguments, an important aspect of

communication that continues today.

However, the advent of the Depression in the 1930s, when millions of Americans lost their

jobs and savings, again called into question the ethics of business and the degree of social good it

provided. The myth of a prosperous America full of happy consumers belied the reality experienced

by hundreds of thousands of normal American families forced onto the breadline. Perhaps not

surprisingly, businesses communicated much less vigorously during this period but it was not the

end of PR. Under the leadership of President Franklin D. Roosevelt, the federal government used

communications to promote recovery strategies including social enterprise. Roosevelt focused strongly

on personal communication, integrating strategic messages with the power of charismatic and credible

leadership a highly persuasive technique.

The result was a shift in public opinion towards an ethos of social good a movement that

businesses quickly realised they had to align themselves with to remain credible in light of such

economic hardship. For the first time, companies joined together in industry associations and societies,

in order to generate stronger and more unified messages promoting social progress as a result of freeenterprise. Business, it was argued, was inherently in the public interest. Perhaps the most obvious

demonstration of this was at the World Fair in 1939, which included representatives from all types of

businesses, symbolized democracy and forged an idealistic link between business and the greater

public good. The advent of the Second World War helped the business sector to recover further from

the Depression and reinforce its positive image.

During the Second World War, PR was used widely by the armed forces and emerged as the

discipline that could promote American interests and identity overseas. Wartime PR also made

extensive use of advertising to generate popular support for the conflict, a combination still used today

in marketing and communications strategies.

In the immediate aftermath of war, the overall theme of commercial PR remained welfare

capitalism, rather than unfettered free enterprise. However, the origins of PR as an essentially

manipulative discipline were never far away, despite this apparent nod to public interest. In 1955,Bernays published The Engineering of Consent, underpinning PR as a discipline that could shape and

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mould public opinion, rather than engage and have a dialogue with individual groups. Television, the

ultimate visual medium with a correspondingly large capacity to influence viewers on an emotional

level, increased the level of commercial interest in mass media and the manipulation of opinion once

more dominated the PR industry.

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Here are some unfinished sentences and their possible endings. Write the letter corresponding

to the ending which best completes each sentence in the provided box.

0 Edward Bernays, regarded as the father of modern PR, A

A was influenced by social psychology.

B wrote only one book on PR.

C was not a publicist for the arts.

D had an increasing number of practitioners.

1 Theodore Roosevelt

A influenced Edward Bernays and Ivy Lee.

B set a trend by using political PR.

C did not befriend Henry Ford, Samuel Insull and Theodore Vail.

D implemented PR strategies for the motor, electricity and telecommunications industries.

2 The Depression in the 1930s

A put an end to commercial, non-commercial entities and government implemented PRstrategies.

B meant better ethics of business and a higher degree of social good.

C meant less communication but not a halt in the development of PR.

D prompted Franklin D. Roosevelt to consider using PR for the first time.

3 After the depression, right before World War II,

A public opinion shifted away from the ethos of social good.

B businesses quickly realised they could stay independent and remain credible despite the

hardships.

C companies joined together in industry associations and societies, in order to generate more

profit.

D business became an integral part of the public interest.

4 World War II

A and the destructions it caused helped neither the business sector nor the related PR.

B saw the advent of wartime PR.

C and its hardships meant little advertising

D meant wartime PR was discredited for good.

5 After World War II

A the overall theme of commercial PR remained unfettered free enterprise.

B PR specialists became conscious of the moulding power PR has on public opinion.

C PR specialists would engage in dialogue with individual groups.D Television increased the emotional level of the viewers.

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Practical Course 2: On Organisational PR

2.1 Vocabulary

2.1.1 Exercise 1


activity: the work of a group or organization to achieve an

aim

board: he group of people who are responsible for

controlling and organizing a company or organization

business: the activity of buying and selling goods and

services, or a particular company that does this, or work

you do to earn money

corporation: large company or group of companies that

is controlled together as a single organization

conduct: to organize and perform a particular activity department: a part of an organization such as a school,

business or government which deals with a particular

area of study or work

function: the natural purpose (of something) or the duty

(of a person)

group: a number of people or things that are put together

or considered as a unit

guise: the appearance of someone or something, especially

when intended to deceive

organisation: a group of people who work together in a

structured way for a shared purpose

structure: the way in which the parts of a system or object

are arranged or organised, or a system arranged in this way

Choose a word from the box to complete each construction.

activity board business conducted corporation department

function group guises organisation structure

0 Each and every organisation manages its public relations activity in its own way.

1 A single-issue pressure has a focused purpose and a very specific range of target public.

2 A Large international operates in numerous markets.

3 Small fills in niche markets in one country.

4 A large government touches the lives of every citizen in a variety of ways.

5 Public relations is used by some organisations in a narrow way to support sales and marketing .

6 Other organisations use public relations in different ways such as the development of relationship programmes

with any other .

7 Public relations may be a stand-alone or located within a different department.

8 A number of large enterprises now have their senior public relations person on the .

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9 Public relations also operates under a number of which seem to multiply every day.

1

0

Current societal and regulatory developments will affect the way public relations is in the future.

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2.1.2 Exercise 2


0 Organisations A a part of modern life in developed

societies

1 Business history is littered with

companies

B new issues and trends arise, some of

them very quickly.

2 Other companies have been held to

account

C to external publics who want to know

what they stand for.

3 Activism is now D what the words imply.

4 Public relations means E by activist groups over their production

activities in the developing world.

5 It is about the relationships F in which organisations operate is

dynamic.

6 Those publics comprise people who

are,

G organisations have with various publics,

both internal and external.

7 The environment H do not exist in isolation

8 Society is changing: I are changing.

9 Similarly, organisations themselves J in turn, affected by developments and

trends in society.

1

0Furthermore, organisations are much

more accountable

K that did not spot changing industry

trends quickly enough and adapt.


sentences.

0 1 2 3 4 5 6 7 8 9 10

H

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2.2 Reading

2.2.1 Exercise 1


As well as being profoundly affected by external factors, the way communication is organised

is shaped by the nature of the enterprise itself and the type of operation it undertakes. The kind of

enterprise will determine the balance of public relations activities and their relative priority. Here are

just some of the factors that should be considered.

If the organisation is located in a stable, well-established industry sector such as furniture

manufacturing, it is likely that pre-planned and sustained public relations activity can be maintained.

Fast growing and turbulent sectors such as IT will require quick, reactive, as well as proactive,

programmes. That is not to say that activity should not be planned, but an inbuilt capability to react to

the fast moving market is a key requirement.

Different sectors require different types of programme. The emphasis in the confectionary

sector is likely to be in marketing communication, whereas local authority work is more likely to focus

on community involvement. Furthermore, work for a government department, indeed any work for the

public or not-for-profit sector, requires communication professionals to be aware of the need for

accountability to the public who pay taxes. Work in the private sector means that shareholders and the

profit motive are significant and this creates different priorities for communication.

Small organisations usually have small, multifunctional public relations departments. Public

relations services could even be totally outsourced to a public relations consultancy. It may be, that

public relations is only part of the responsibilities of a single individual, such as a sales, marketing or

general office manager. Such individuals may be part of the management team and their activities will

be seen as critical to the success of the organisation.Large organisations may well have large public relations departments with several public

relations specialists taking on a whole raft of activities. They may or may not work in standalone

public relations departments and they may or may not be part of management.

Here are some statements. Write T if the statements are true or F if the statements are false


0 External factors have little influence on the way communication is organised F

1 Public relations activities and their priorities are always the same, irrespective of the type of enterprise.

2 In a dynamic sector public relations will have to act accordingly.

3 Work for a government department means marketing communication.

4 Small business PR may be conducted in house or outsourced.

5 Large organisations usually have small departments with few public relations specialists.

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2.2.2 Exercise 2


One of the most significant influences in determining how the public relations function is

organised is the culture of an organisation. There are many definitions of organisational culture but a

commonly articulated view is that it is the set of conscious and unconscious beliefs and values, and

the patterns of behaviour (including language and symbol use) that provide identity and form a

framework of meaning for a group of people. Culture, in other words, is a shorthand term for ways in

which people think and behave within an organisation. Leaders of organisations, too, can make a

difference, in that they can attempt to define and shape corporate culture how they want people to

think and behave. Leaders, in turn, will be affected by their national cultures, which will have specific

characteristics for example, strong individualism has been identified as a characteristic of American

culture.

As a broad generalisation, most successful private sector organisations tend to beentrepreneurial, whereas many public sector organisations are systematised. No value judgements are

being made here the culture is driven by the nature of the organisation and the job of work that needs

to be done. Business enterprises have to make money in a competitive environment. Their public

relations functions will tend to be proactive, seeking to exploit competitive advantage and supporting

the profitmaking activities in the firm.

Public sector organisations are characterised by a service mission. They are usually social

enterprises concerned with supporting the lives of citizens. Making money is not their priority,

although they need to demonstrate that they spend it wisely in the service of the community. They

react to the requirements of their publics and act in predictable, dependable ways. Their public

relations departments are often concerned with providing information or engaging their publics in

dialogue, therefore a systematised and interactive mode of operation is appropriate.

However, it would be a mistake to think that public bodies are never entrepreneurial in

character, whatever their mission. There is some highly creative and proactive work in the public

sector as evidenced by the numerous awards they win. Equally it would be a mistake to assume that all

successful private sector organisations are unbureaucratic: the banking industry is a good example of

bureaucratic organisation.

From all the foregoing it can be seen that both external and internal influences are critical to

the way public relations is organised. Yet, it can be observed that there is often little systematic review

of these factors. Public relations structures are often placed in a particular location in the organisation

at a point in time and remain there until there is a major, normally externally driven, incident, such as

a crisis, that prompts a radical review of public relations worth and position.

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0 To determin how the public relations function is organised one must C

A not be significantly influenced by external factors.

B try not to compete with that organisation.

C achieve familiarity with the culture of an organisation.

D decide on an adequate strategy.

1 Culture may be defined as

A definitions of an organisation.

B random beliefs and hectic behaviour.

C the reasoning and acting manner of individuals within a structured

group.

D the strict domination of individuals by leaders.

2 Culture is driven byA broad generalisations.

B systemised public sector organisations.

C value judgements.

D the nature of the organisation.

3 PR departments of the public sector are

A social enterprises.

B compelled to demonstrate that they can spend money wisely.

C forced to react to public needs in a dependable way.

D meant to engage in an explanatory dialogue with the public.

4 It would be a mistake toA mention the entrepreneurial of public bodies.

B neglect the creativity of the public sector.

C not to take the numerous awards the public sector wins for granted.

D assume that the private sector is bureaucratic.

5 Public Relations Structures within an organisation

A come into the spotlight only in a crisis situation.

B can barely be observed.

C are faced only with critical internal influences.

D must never review its position.

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Practical Course 3: On the PR Practitioner

3.1 Vocabulary

3.1.1 Exercise 1


context: the situation within which something exists

or happens, and that can help explain it

grasp: to understand something, especially

something difficult

image: a picture in your mind or an idea of how

someone or something is

learning: the activity of obtaining knowledge

notion: (a) belief or idea problem: a situation, person or thing thatneeds attention and needs to be dealt with or

solved

professionalism: the combination of all the qualities

that are connected with trained and skilled people

retired: someone who has stopped working

setting: the time and the place in which the action of

a book, film, play, etc. happens

think: to believe something or have an

opinion or idea

truth: the real facts about a situation, event or person

Choose a word from the box to complete each construction.

context grasp image learnin

g

notion

problem

s

professionalism retired settings thought truth

0 It is necessary to dispell the prefabricated notion that everyone knows what public relations practitioners do.

1 PR professionals are to either sell kiss n tell celebrity stories to newspapers or spin the national media.

2 But disappointinginly for some, the is quite different.

3 While media relations and public affairs are real developments, their reality does not match the public .

4 People working in public relations have to manage certain caused by difficulties in the filed.

5 Simultaneously, practitioners must the opportunities for individual and professional development.

6 PR practice is linked to PR theory and the need for individuals to undertake lifelong .

7 The role of education and the question of , along with the role of professional bodies are crucial.

8 Traditionally, books about PR have tended to be either too academic or how to lists by practitioners.

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9 To gain an insight into what people actually do, one must be able to research the work of PR practitioners who are

working in different types of .

1

0

For the sake of objectivity setting practice clearly in a theoretical should be realised.

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3.1.2 Exercise 2

Now read the following sentence halves.

0 This lack of an agreed definition of PR A simplifies the discussion.

1 Deciding what it is and what people do B extends to problems with language.

2 Fawkes (2004) argues that the UK

Chartered Institute of Public Relations

definition of PR

C must not be abandoned.

3 It states that Public relations is about

reputation, which is

D is still a problem for the practice.

4 However, modern ideas about PR aremoving away

E from reputation as the key concept.

5 There are also very different definitions

coined

F which can be traced to public bodies as

opposed to corporations in the US.

6 In fact, it is worth pointing out that the

problem with definitions

G has caused much expenditure of individual

and collective energies.

7 All Europeans, except English speakers H have similar problems, after all.

8 This problem may by rooted in the origins

of European PR

I by other European institutes and

associations.

9 The search for an appropriate PR self-

description

J the result of what you do, what you say and

what others say about you

1

0

Other disciplines K have problems with the term public

relations.


constructions.

0 1 2 3 4 5 6 7 8 9 10

D

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3.2 Reading

3.2.1 Exercise 1


Skills for the ideal practitioner

So what skills are needed to work in PR? It would probably be quicker to identify those which

are not required, although that is not easy either. Because there are so many kinds of work and so

many kinds of employer, there is room in PR for everyone from the extrovert party person to the

researcher glued to the PC.

However, some indication of what employers are looking for can be gleaned by their

responses to questions posed by Fawkes and Tench. This research shows that there was agreement

from employers that literacy was the primary skill required by PR graduates. Both in-house and

consultancy employers also ranked teamwork as the next most important attribute, followed by

problem solving, analytical thinking, research skills, IT skills and numeracy. There were some

variations between the employer groups, with in-house employers giving greater weighting to IT skills

over research skills the opposite of consultants priorities.

Another insight into skills required by PR practitioners can be found in the results of the major

research- based investigation into PR education in the United States, presented in the Public Relations

Society of America (PRSA) Port of Entry report (1999). This surveyed employers and debated with

other academics before concluding that a certain range of knowledge and skills were desirable in PR

practitioners.

While the DTI/IPR report (2003) is not about education, but practice and the future of the

sector, it is notable that the practitioner requirements are very much more limited than those suggestedby practitioners and educators in the United States.



0 It would probably be easier to find the skills which are not required. F

1 There is little room in PR for anyone but the researcher glued to the PC.

2 Fawkes and Tench proved that the main skill is literacy.

3 Variations between the requirements of employer groups was said to be inexistent.

4 The Port of Entry report researched the knowledge and skills asked from PR practitioners.

5 However, the DTI/IPR report showed that there is no limitation on the practitioner requirements.

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3.2.2 Exercise 2


Role of theory in practice

The value of theory as underpinning practice is up for discussion. Some practitioners will have

managed very well for many years without theory, or rather they will have relied on their own version

of common sense theory. Others have taken postgraduate courses, like a masters degree or the CIPR

Diploma and been exposed to theory through education. Increasingly, public relations graduates who

have studied theoretical modules in their degree courses are joining the profession and shaping the

expectations of the next generation. The theory that practitioners have been exposed to will inform the

role they play.

Relevant to this discussion is research conducted by Tench and Fawkes (2005) into PR

education in Britain. Research was conducted with employers of PR students who were asked aboutdifferent aspects of the curriculum and its value. Related to theory the practitioners were asked about

the dissertation and how important it was as a core part of a public relations curriculum. The research

found there was more enthusiasm for dissertations among in-house employers than consultancies, with

over three-quarters (78%) of the former supporting dissertations, as against 56% of consultancies.

Qualitative comments help explain these responses. Support for the dissertation was expressed as:

[proves] the students understanding and application of theory and practice, assuming that the topic of

the dissertation is relevant; closest thing to thinking through a situation from start to finish which is

what is required to handle PR campaigns for clients; a dissertation shows an ability to think and

analyse, takes planning and writing skills and hopefully places demands on a student. It should be

noted that a minority of employers were extremely dismissive of all theory, and dissertations in

particular: PR is concise; dissertations are long, said one.

Tench and Fawkes argue that the supporters seem to appreciate what a dissertation involves,

unlike the detractors who clearly place no value at all on abstract thought. They argue that there are

serious implications for the intellectual health of the industry. There is also evidence of a shopping

list approach to education, with a number of employers mentioning the lack of benefit to them of a

dissertation.

The range of theory relevant to PR can explored fully later, but it is worth pointing out here

that the majority of employers do value the role of theory in educating practitioners, albeit not so much

as they value actual practical experience. Moreover, it is not only the views of employers that count in

this debate. As Cheney and Christensen point out:

Still, it is important that a disciplines theoretical agenda not simply be beholden to trends

already present or incipient in the larger society. Otherwise, a discipline can fail to exercise its own

capacity for leadership on both practical and moral grounds.

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Here are some unfinished constructions and their possible endings. Write the letter

corresponding to the ending which best completes each construction in the provided box.

0 Regarding the role of theory in PR practice this text suggests that D

A some practitioners never actually need a theoretical background.

B most people detest theoretical approaches and simply dismiss them as useless.

C no-one can really say what it is good for.

D even non-dogmatic practitioners manifest a subjective theoretical approach.

1 The text then speaks about a development in the practice of PR which refers to

A the lack of understanding for theory portrayed by the next PR generation.

B the influx of educated professionals who understand the importance of theory.

C fewer specialists joining the profession and shaping the expectations of the next generation

D new PR professionals increasingly attracted to role play.

2 It further reads that a research conducted on the British PR education discovered

A the importance of the opinion of employers of PR students about aspects of the curriculum.B the relevance of practitioners view on the dissertation and its importance in the PR curriculum.

C the poorer support for dissertations on behalf of outside PR practitioners.

D the majority of employers simply disregard the dissertation.

3 The text then mentions an argument according to which

A there are no implications of disregarding dissertations for the intellectual health of the industry.

B the shopping list approach to education the most beneficial to the field of PR.

C some employers mention the benefit to them of a dissertation.

D people who criticise dissertations do not support the principles behind them.

4 But the text also notices that practitioners theoretical education is

A generally acknowledged as a necessity.B valued more than the actual practical experience.

C an issue related solely to the views of employers.

D dismissed by Cheney and Christensen.

5 The last paragraph is a quotation from Cheney and Christensen which states that

A a discipline must fail to exercise its own capacity for leadership.

B practical reasons are always more important than moral reasons.

C PR specialists should not limit their perspective.

D PR specialists ought to strictly go with contemporary developments.

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Practical Course 4: On Media PR

4.1 Vocabulary

4.1.1 Exercise 1


agency: a business which represents one group of

people when dealing with another person or

group

blame: accusation of doing or being responsible

for something bad happening

cooperative: working together for a shared

purpose

debate: (a) serious discussion of a subject in

which many people take part

dynamic: energetic and forceful ethical: relating to beliefs about what is morally

right and wrong

implicated: involved in a situation private: only for one person or group and not for

everyone

regulation: an official rule or the act of

controlling

sense: the meaning of something

spin: change an idea


agency blame cooperative debate dynamic ethical

implicated privat

e

regulation sense spin

0 There is a lot of media and political debate around the media context of contemporary public relations.

1 Any inquiry checking the editorial procedures of a press might yield unsettling results.

2 Contemporary journalism is carried out under political, economic and social conditions.

3 At the same time it is under pressure to be carried out under specific considerations.

4 Some have argued that in combination the former factors have produced a culture of .

5 In this case, truth is secondary to attempts to influence the public for the benefit of interests.

6 Newspapers which are, or ought to be subject to little government , often find themselves in murky

waters.

7 More often than not, they have been on the receiving end of the most for encouraging this culture of

spin.

8 However, as many examples show, other media have also been in this debate.

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9 This is the media context in which journalists and public relations practitioners engage in and

conflictual relationships.

1

0

The same media context structures the news that citizens/readers/listeners rely on in order to make of

the world.

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4.1.2 Exercise 2


0 The UK has privately owned media in

which corporations

A or concentrated ownership.

1 This is known as concentrated media

ownership and these features

B but a 125% increase in the number of pages

in daily newspapers.

2 Some larger and more diversified media

corporations own

C of concentrated ownership are broadly

similar to other European countries.

3 This is known as cross-media D from public relations practitioners who

provide them with press releases.

4 There has been a 29% decrease in the

number of journalists since the 1970s,

E newspaper chains, magazine chains, radio

and television.

5 This has led to the increasing reliance of

journalists on information

F to attempts by the broadsheets to change in

order to maintain market share.

6 Despite an increasing population, between

1992 and 2002,

G this has led to potential falls in total income.

7 This has led to a concentrated and

competitive market, and

H control large sections of the press, radio

stations and television

8 UK TV broadcasting has increased 100

fold, from 400 hours in 1980

I of the advertising market and a niche

audiences for advertisers on the commercial

stations

9 For those dependent on advertising for

income

J daily national newspaper sales declined by

6%.

1

0

The expansion of radio stations in the

1990s led to a growth of 184% in radios

share

K to a staggering 40.000 hours programme.


sentences.

0 1 2 3 4 5 6 7 8 9 10

H

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4.2 Reading

4.2.1 Exercise 1


The contemporary media environment challenges the older one. As media outlets increase in

number, the potential is always present for the erosion of previously settled audience loyalty. The

share of the TV market for BBC1, for example, has reduced in line with the expansion in audience

access to a wider range of terrestrial and non-terrestrial TV channels. With regard to news, for

example, this means that BBC1 early evening news which had 8.2 million viewers in 1989 now gets

5.9 million viewers (McNair 2003) in spite of an increased UK population. The media environment is

now that of the fragmentation of audiences and there is deep concern that it is no longer possible to

talk about such communicatively constructed entities as the public. These shifts in the attention of

audiences are likely to continue and some have feared it will lead to the end of the public altogether

(Boggs 2000; Franklin 2004). These changes raise questions about new options for public relations

personnel and the creation of new potential employers.

The new global media environment, as a product of economic globalisation and concentration

of media ownership and the fragmenting effects of new formats, new technology and changed

loyalties of audiences, leads to a world of exciting possibilities but it is also one of increased insecurity

and risk and greater ethical dilemmas. These changes also raise difficulties in espousing and fulfilling

public interest aspects of professional codes of conduct.



0 There has been a change in inner workings of the media environment. T

1 The public is not inclined to switch from one media outlet to another.

2 There is an indirect proportion between population growth and the share of national TV market.

3 According to Boggs and Franklin the traditional public will continue to exist despite hardships.

4 Without disregarding risks, one can say that current media developments open new perspectives.

5 Worldwide transformations are, however, not expected to influence professional behaviour.

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4.2.2 Exercise 2


The transformation of the global media context raises both new and, in a more insistent

manner, older ethical questions for those working in journalism and public relations.

The competitive and dynamic nature of the industry discourages the public interest role of

journalists whose work is tending to become more an adjunct to the private profit functions of media

corporations.

It also works with the dominant culture of journalism, which emphasizes technical skills rather

than the reflective and ethical approaches the globalisation of the media requires.

New ethical dilemmas raised in this context include whether it is possible to restrict ethical

consideration to one country alone and how the intercultural complexity brought to firms and countries

through globalisation can be appropriately served.

The working lives of journalists and public relations practitioners occur in a variety ofsettings.

The division of complex working lives across different employers, work practices, technical

skills and work groups discourages broader thinking about ethical concerns and makes it difficult to

establish the links needed to create responsibility for issues more general than getting the job done

and to resist the agenda-setting activity of more powerful actors.

Further, their roles are interdependent, and this has led to sometimes bitter jurisdictional or

power struggles between journalism and public relations.

It is instructive to understand both occupations as involved in strategies of professionalisation.

Such strategies have the joint aims of producing monopolies in the market for their services

based on claims to expertise and to lead to fuller recognition within the social order.

Many occupations have tried to professionalise in this way in order to evade the control of

others (Collins 1990) in the work situations of contemporary society.

In order to do so, as Friedson (2001) argues:

They must persuade others that the discipline is of special value either to the public at large

or to an important interest of the state or an influential elite.

We can see this process in the way both the UKs National Union of Journalists (NUJ) and the

Chartered Institute of Public Relations (CIPR) have updated their professional codes since the mid-

1980s to take on board changes in society and media.

Neither occupation has been very successful in claiming special knowledge nor does either

seem to have incorporated the overwhelming majority of potential practitioners into their respective

occupational bodies.

Of late they have put more effort into trying to show that their work is of special value to the

public, while not imposing too powerful constraints on practitioners who might be reluctant to join ifmembership would damage their occupational chances.

Both therefore have changed professional codes in ways that decrease the sanctioning power

of the organisation over practitioners who fall foul of them. In this respect, they are aspirational and

rhetorical documents rather than codes that really restrict and sanction inadequate or unethical

performance.

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0 In the globalised media, the journalists are B

A expected to be excellent PR practitioners.

B instrumentalised in the process of money-making.

C said to constantly achieve the goal of news reporting

D still following the traditional ethical guidelines.

1 Both PR professionals and journalists are

A feeling little of the intercultural complexity brought by globalisation.

B encouraging broader thinking about ethical concerns.

C developing their careers in different historical contexts.

D are minding their own business and there is little jurisdictional dispute.

2 One must not forget that that the fields of Public Relations and Journalism

A have begun a process of selecting people with the necessary skills and training.B have the joint aim of destroying monopolies.

C do not base their market strategies on claims to expertise.

D are fully recognised within the social order.

3 Friedson states that

A the idea of professionalism is quite obsolete.

B the argument must persuade a discipline of its value.

C PR and Journalism are free from the interests of the state or of the influential elite.

D each of the two disciplines is attempting to prove its worth.

4 It is safe to say that

A both PR and Journalism have successfully claimed special knowledge.B Journalism, much like PR has imposed serious constraints on practitioners.

C PR has been as successful as Journalism in attracting practitioners.

D Journalism has the upper hand when it comes to attracting practitioners.

5 Neither PR nor Journalism has

A ever produced aspirational and rhetorical documents.

B kept the traditional set of rules on how people should behave.

C stopped cracking down on rebellious practitioners.

D a professional body.

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Practical Course 5: On Political PR

5.1 Vocabulary

5.1.1 Exercise 1


affair: a matter or situation which causes strong

public feeling

conflict: an active disagreement between people

with opposing opinions or principles

decision: a choice that you make about

something after thinking about several

possibilities

delegate: to choose or elect someone to speak,

vote, etc. for a group, especially at a meeting

democracy: the belief in freedom and equalitybetween people, or a system of government based

on this belief, in which power is either held by

elected representatives or directly by the people

themselves

election: a time when people vote in order tochoose someone for a political or official job

govern: to control and direct the public business

of a country, city, group of people, etc

implication: the effect that an action or decision

will have on something else in the future

incarnation: a particular physical form or

condition of something or someone that is

changing or developing

political: relating to politics

working: describes a plan, idea or knowledge

that is not complete but is good enough to be

useful


affairs conflicts decision delegat

e

democracy election

governed implication

s

incarnations political working

0 The growth of public relations has been linked to the growth ofdemocracy.

1 In democracies, the need arose to communicate persuasively with voters.

2 Today, communications is an important aspect of public relations work.

3 The links between public relations and democracy are most obvious during campaigns.

4 There are many of democracy with various historical backgrounds.

5 Modern circumstances require representative democracy, where people power.

6 The majority can only exercise power effectively if they have some knowledge of government and public .

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7 Democracy presumes an effective two-way flow of communication between governors and .

8 There are many of the varieties of democracy for political communication and public relations.

9 PR professionals may assist the democratic process, promoting public participation in making.

1

0

However, the professional communicator may struggle with of loyalty, interests and responsibility.

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5.1.2 Exercise 2


0 There are some essential conditions that A in well established modern representative

democracies.

1 Most of these conditions are largely met B although that choice may be relatively

limited.

2 Virtually all adults have the right to vote C involving more proportional representation.

3 They normally have a choice of

candidates and parties,

D this does not ensure a full and well-

informed public debate.

4 Elections are fair in the sense that they aregenerally free

E of views expressed is relatively limited andoften highly partisan.

5 Most countries now use electoral systems, F on the political attitudes and behaviour of

the masses so far.

6 While the right to free speech is formally

guaranteed in modern democratic states

G for delivering public services have always

sought to get their own message across.

7 Ownership and control of the mass media

is highly concentrated and the range

H is now available on the internet.

8 A much wider range of political

information and views

I from the grosser forms of ballot rigging and

fraud.

9 But this has had only a relatively limited

impact

J regularly and in secret.

1

0

Faced with an unreliable mass media,

politicians, parties and those responsible

K any representative democracy worthy of the

name must meet.


sentences.

0 1 2 3 4 5 6 7 8 9 10

K

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5.2 Reading

5.2.1 Exercise 1

2.1 Read this piece of text.

Complex modern multilevel governance requires good communication, not least within and

between the range of departments, organisations and agencies involved. And as Cutlip et al. (2000)

suggest, effective democracy requires effective communication between citizens and government at all

levels:

In a very real sense, the purpose of democracy itself closely matches the purpose of public

relations. Successful democratic government maintains responsive relationships with constituents,

based on mutual understanding and two-way communication. (Cutlip et al. 2000: 448)

Citizens need full and accurate information on which to base their daily lives and ultimately

assess a governments record. However, the presentation of government information and statistics (e.g.

on taxation, crime, education and health) is often contentious. Government claims do not always

match the publics own experience. Sections of the media and opposition parties frequently complain

the figures are misleading and fail to give the true picture. Democracy is or should be a two-way

process, giving multiple opportunities for members of the public to communicate their own interests

and concerns to government at all levels, to influence and sometimes transform public policy.

Here are some statements. Write T if the statements are true orF if the statements are false


0 The various entities of the multilevel governance need little communication. F

1 Only the upper levels of Government must communicate with the public in an effective Democracy.

2 The reasons behind PR overlap with the reasons behind democracy.

3 Most citizens have little use for facts about the totality of government actions.

4 What the public knows from doing or feeling is not always what the government reports.

5 Communication between the public and the government should be unidirectional.

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5.2.2 Exercise 2


Democracy requires open government and freedom of information, which provides massive

opportunities but creates some problems for those engaged in public relations. The opportunities

should be obvious: better communication between all parts of government and the publics they serve

and better communication both within the public sector and between the public, private and voluntary

sectors. Indeed an increasing number of public relations practitioners find themselves working directly

for public sector organisations, for government departments, local councils or hospitals, while others

employed by the private and voluntary sectors will have extensive dealings with the public sector at

one level or another.

But there are inevitably some conflicts of loyalty and interest, particularly for those employed

within the public sector (see Chapter 30). Although democracy implies that the ultimate loyalty should

be the wider public interest, there are various stakeholders to consider the public as voters andcitizens, the public as taxpayers and funders of services, the public as service users. Although these

categories clearly overlap, they are not identical. The interests of taxpayers (in lower taxes) and

service users (in improved, better funded public services) may clearly conflict. (Meeting the

communication needs of different stakeholders is explored more fully in Chapter 30.)

Furthermore, public relations staff are employed and paid by particular departments, agencies

and services and this can lead to difficult ethical choices. The image and reputation of the employing

organisation, such as a hospital, university or police force, may in practice loom larger than the wider

publics right to know. Crises may be managed in the interests of institutional damage limitation

rather than what may be seen as the public interest.

Within organisations headed by elected politicians there may be further conflicts of loyalty.

Many government departments and agencies devote escalating budgets and staffing to make the public

aware of new initiatives, laws and benefits that affect them. Yet this necessary publicity for policies

can sometimes become inextricably linked with the promotion of the politicians and parties

responsible for their introduction. Politicians in government naturally want their achievements to be

projected in a positive light and may consider that the overriding allegiance of communications staff is

to themselves, as the peoples elected representatives. Sometimes politicians bring in their own party

experts on temporary contracts to take charge of communication and this can lead to serious friction

with permanent staff committed to a less partisan approach to publicity. One example is the news

management associated with Britains Labour government from 1997 onwards (see Case study 5.1

earlier).

The Phillis Report thus raises issues not just for the UKs Labour government but for

government news management and media coverage of politics in all democracies. While democracy

may depend on effective communication, not all communication is in the interests of government.Inevitably, there are stories and figures that a government would prefer to hide or play down, while

there are successes that it would wish to emphasise. Opposition parties and interests and sections of

the media just as naturally prefer to highlight government problems or failures and discount apparent

successes. Even public servants, who may claim to serve the public interest impartially, are inevitably

influenced by organisational, professional and personal interests that may not always coincide with the

public interest. In addition, there are often fierce differences within public sector organisations, rather

than a single impartial public service view. While the wider public want less partial sources of

information, including statistics they can trust, information overload can prevent important messages

getting through. Likewise, selection and simplification can lead to accusations of omission and

distortion. While the Phillis Report is right to emphasise the crucial role of communication in modern

democracy, and there is much good sense in its specific recommendations, there are few easy answers

to some of the broader questions on which the report touches. These are the issues with whichprofessional communicators will continue to wrestle.

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0 For PR practitioners, fulfilling the requirements of democracy means C

A solely new opportunities.

B a chance to increase their numbers.

C new situations which need to be dealt with.

D they will only be employed by the public sector.

1 People working for a sector owned or controlled by the government are

A completely loyal to the public.

B the public as voters and citizens.

C the public as taxpayers and funders of services.

D most likely to face the active disagreements of various groups.

2 Activities perceived as directed at achieving common well-being are

A sometimes renounced at in favour of activities aimed at consolidating the reputation of an institution.B sometimes conducted by public relations staff.

C never the source of difficult ethical choices.

D never replaced by image grooming activities.

3 Other active disagreements may be noticed in the case of

A older initiatives, laws and benefits.

B structured groups of people who work together presided over by public figures who were voted for.

C politicians portrayed in a negative light.

D permanent staff committed to a more partisan approach to publicity.

4 The act of sharing information with the people at large

A was merely incidental with the Phillis Report .B is always in the interest of the government.

C may not overlap with the interests of the elected officials who control a state.

D is based on failure stories of the government.

5 Receiving too many necessary and valuable facts about an issue means that

A the views of the opposition do not reach the public.

B allegations of omission may arise.

C there are no answers to the broader questions.

D one cannot think about it in a clear way and miss the short pieces of information which weigh heavier.

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Practical Course 6: On IPR

6.1 Vocabulary

6.1.1 Exercise 1

1 Let us study this vocabulary.

1.1 Read these definitions.

abroad: foreign country or countries associated: connected

behaviour: a particular way of acting corporate: relating to a large company

factor: a fact or situation which influences the resultof something

global: relating to the whole world

goal: aim or purpose identity: who someone or something is

practice: regular activity public:people in general

variety: different types of something

1.1 Choose a word from the box to complete each sentence.

abroad associated behaviour corporate factors global

goals identity practice public variet

y

0 PR consultancies and departments often communicate with people or organisations abroad.

1 International activites result in new corporate cultures and working practices.

2 PR practitioners must undestand the of the foreign public to implement cross national campaigns.

3 Companies self-identified as rather than national, are interested developing their image accordingly.

4 Many non-governmental organisations (NGOs) cannot be with a particular country either.

5 When they engage in PR activities, they communicate with a of peoples and countries all over the globe.

6 Governments also engage in international public relations (IPR) to achieve foreign or economic policy .

7 After 1989 many eastern European countries relied on IPR to communicate a sellable .

8 Intergovernmental organisations (IGOs) also rely on IPR to communicate with a broad .

9 In the end, the development of IPR as a global is linked to the international context.

1 Planning and implementation of international campaigns must consider various environmental .

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0

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6.1.2 Exercise 2

1.2 Now read the following sentence halves.

0 Until recently, American textbooks have

dominated PR literature worldwide,

despite

A the fact that most of them make little

reference to other countries.

1 For some American writers, IPR is simply

about how to overcome cultural

B or government to establish mutually

beneficial relations with the publics of other

nations.

2 However, the overwhelming majority of

practitioners are aware

C barriers which are considered problems

rather than opportunities.

3 Practitioners and scholars alike consider

IPR one of the most

D an organisation and its publics although,

publics would hardly define or perceivetheir connections with a company as

relationships.

4 IPR theory and research , on the other

hand, has been slow

E of the position of IPR.

5 Even the terms IPR and global PR are

used interchangeably although global PR

means the profession

F in terms of headquarters - offices co-

ordination and consequences.

6 Wilcox defined IPR as the planned and

organised effort of a company, institution

G rapidly growing areas of the profession, and

one of the least understood.

7 Definitions of PR emphasise mutual

understanding as well as relationship

building between

H situational or promotional, integrating and

driving communication.

8 Wakefield avoids these concepts by

defining IPR

I to keep abreast with global developments.

9 IPR activities can be preparative, J it facilitates multinational corporations to

reach new publics and markets.

1

0

IPR is thus the glue of globalisation since K practised in different countries while IPR

refers to programmes and campaigns carried

out abroad.


sentences.

0 1 2 3 4 5 6 7 8 9 10

A

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6.2 Reading

6.2.1 Exercise 1

2 Study this text.

2.1 Read this piece of text.

IPR as the war on terror and Iraq demonstrated could easily be propagandistic in nature or

used to quick-fix a tarnished image or justify actions retrospectively.

More visibility and transparency will be demanded not only from multi-national organisations

(MNOs) but from PR practitioners as well in the future.

According to Kunczik (1997), PR is often perceived as the art of camouflaging and deceiving

and it is assumed that for public relations to be successful, target groups ... do not notice that they have

become the victims of public relations efforts.

Several pressure groups and some scholars view PR in a negative context: it helps

multinational organisations maintain their dominance or justify their actions.

The lobbying machinery of Brussels, with its lack of transparency has been the subject of

many critical voices.

These voices accuse PR of greenwashing corporate images to make them appear more

environmentally friendly or socially conscious.

Here are some statements. Write T if the statements are true orF if the statements are false


0 The nature of IPR does not allow it to fix a corrupt image quickly. F

1 MNOs will be exempt from showing any degree of transparency.

2 PR is said to be successful if the targets of PR efforts are aware of what is going on at all times.

3 Multinationals PR is seen pejoratively, as it only helps to save face and secure their positions.

4 The Euro-lobby machinery got its fair share of disapproval for its grey affairs.

5 Critics point the finger to PR for saving corporate faces.

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6.2.2 Exercise 2

2.2 Now read the next part of the text.

Global PR refers to the internationalisation of the practice, namely that PR activities are

carried out throughout the globe. This phenomenon is one of the direct consequences of IPR activities.

PR is becoming a global profession.

The number of international and global associations is on the increase. Not only do these

associations safeguard professional values through their guidelines, codes of conduct and activities,

but they also contribute a great deal towards professionalisation on a global level and aim to enhance

the reputation of the PR profession worldwide.

Since American and British practices often serve as models for PR practitioners all over the

world, Anglo-American practitioners responsibility is even bigger. Practitioners worldwide will need

to join efforts to fight negative practice and build a better reputation of the profession.

Accreditation and certification of PR practitioners by professional organisations have longbeen on the agenda, not only at national but at a global level as well.

As far as the international body of knowledge is concerned, theoretical concepts and models

are being developed, tested and advanced. Unfortunately, there are only very few books that deal with

international or global PR, but this is likely to change in the near future. Separate bodies of knowledge

seem to be emerging in a European, South American and Asian context, complementing or perhaps

competing against Anglo-American theory and practice.

A great deal of effort is made by European PR scholars to identify and clearly distinguish a

European body of knowledge, which differs from that of its American counterpart. The Latin

American School of Public Relations turned away from the North American approach as early as the

1960s, as an expression of independence and emancipation from imported models.

In academic journals the number of articles with an international focus or relevance is on the

increase. Professional and trade journals regularly cover international topics, case studies and

practices.

There are international associations that are concerned with research, education or academia

which unites academics mostly from Europe but from other continents as well. The international body

of knowledge is increased by research and is shared and stimulated by international conferences and

forums.

During the last couple of years, new courses and modules have been developed in IPR. These

include undergraduate and postgraduate university degrees that have an international focus.

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Answers

Practical Course 1: On PR

1.1 Vocabulary

1.1.1 Exercise 1


advertising : the business of trying to persuade people to

buy products or services

circumstance: a fact or event that makes a situation the

way it is

communication: the exchange of information and the

expression of feeling that can result in understanding

discipline: a particular area of study, especially a

subject studied at a college or university

environment: the conditions that you live or work in and

the way that they influence how you feel or how

effectively you can work

field: an area of activity or interest

nature: the type or main characteristic of something occupation: a person's job; a regular activity or hobby

profession: any type of work which needs special

training or a particular skill, often one which is respected

because it involves a high level of education

propaganda: information, ideas, opinions or images,

often only giving one part of an argument, which are

broadcast, published or in some other way spread with

the intention of influencing people's opinions

Public Relations: the activity of keeping good

relationships between an organization and the people

outside it


advertising circumstance communication discipline environment field

nature occupation profession propaganda Public Relations

0 It is rather difficult to define Public Relations and communication.

1 Another issue is related to the origin ofPublic Relations.

2 This contemporary occupation is related to the history of the western hemisphere.

3 However, it saw a divergent evolution from advertising, which is all about selling.

4 Moreover, it does not overlap with propaganda which maliciously presents only part of any

argument.

5 In a narrow academic sense, Public Relations is a discipline which covers different schools ofthought

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6 But Public Relations is quite a large and productive field of interest.

7 One of the main reasons for the vivacity of Public Relations is its social nature.

8 Public relations may evolve according to the needs of a broaderenvironment.

9 Public relations may be a product of a current economic or political circumstance.

1

0

Or it may be socially and culturally oriented profession.

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1.1.2 Exercise 2


0 Defining Public Relations draws on A different definitions of PR.

1 Harlow, R. F. (1976) found 472 different

definitions of PR

B the inner workings of PR

2 Harlow built his own definition C experience and practice, information from

the media, and educational background.

3 Academics often disagree about

definitions of PR because they provide

D to explain what PR does.

4 Academics and practitioners haveproduced

E which must hit a nerve and influence thepublic.

5 PR specialists formulate F coined between 1900 and 1976

6 The Academics focus on explaining G definitions according to their interests.

7 The practitioners tend H to the target audience and the intended

effect upon it.

8 In their research work, academics often

resort to synthesis

I from these findings.

9 The practitioners, on the other hand, resort

to surveys

J which is meant to give a balanced insight.

1

0

In the end, when formulating a definition

it comes down

K insufficient explanations, different views,

and difficulty in understanding.


sentences.

0 1 2 3 4 5 6 7 8 9 10

C F I K A G B D J E H

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1.2 Reading

1.2.1 Exercise 1


Many PR textbooks written by US scholars include a brief overview of public relations history

in that country.

The first widespread use of PR in the United States was during the War for Independence

(17751782. It saw the development of techniques commonly used today, including symbols, slogans,

events, agenda setting and long-term campaign development.

The late nineteenth century saw the emergence of progressive publicistsarguing through the

media for social reform. The fear of reform journalism inciting social disorder prompted businesses to

use communication and counter this tendency. Then media relations became

practical course in english

Documents