Public Relations Reading

Unit I Public Relations
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UNIT I
TEXT 1
PUBLIC RELATIONS
I. Read and translate the text.
Public relations (PR) is the practice of managing the spread of information

between an individual or an organization (such as a business, government agency,
or a nonprofit organization) and the public. Public relations may include an
organization or individual gaining exposure to their audiences using topics of public
interest and news items that do not require direct payment. This differentiates it
from advertising as a form of marketing communications. The aim of public
relations is to inform the public, prospective customers, investors, partners,
employees, and other stakeholders and ultimately persuade them maintain a certain
view about the organization, its leadership, products, or of political decisions.
Public relations professionals typically work for PR firms, businesses and
companies, government, government agencies, and public officials as PIOs, and
nongovernmental organizations and nonprofit organizations.
Public relations specialists establish and maintain relationships with an
organization's target audience, the media, and other opinion leaders. Common
activities include designing communications campaigns, writing news releases and
other content for news and feature articles, working with the press, arranging
interviews for company spokespeople, writing speeches for company leaders, acting
as an organization’s spokesperson by speaking in public and public officials,
preparing clients for press conferences, media interviews, and speeches, writing
website and social media content, and facilitating internal/employee
communication. Success in the field of public relations requires a deep
understanding of the interests and concerns of each the client's many publics. The
public relations professional must know how to effectively address those concerns
using the most powerful tool of the public relations trade, which is publicity.
The conscious and intelligent manipulation of the organized habits and
opinions of the masses is an important element in democratic society. Those who
manipulate this unseen mechanism of society constitute an invisible
government which is the true ruling power of the country. We are governed, our
minds are moulded, our tastes formed, our ideas suggested, largely by men we have
never heard of. This is a logical result of the way in which our democratic society is
organized. Vast numbers of human beings must cooperate in this manner if they are
to live together as a smoothly functioning society. In almost every act of our daily
lives, whether in the sphere of politics or business, in our social conduct or
our ethical thinking, we are dominated by the relatively small number of persons
who understand the mental processes and social patterns of the masses. It is they
who pull the wires which control the public mind.
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NOTE
PIO: (Public Information Officer) - чиновник по связям с прессой;
представитель по связям с прессой.
II. Read and memorize the following words:

advertising - рекламирование
conduct – поведение
conscious - сознательный
differentiate v. – различать, дифференцировать
employee - служащий
exposure – подвергание; выставление
include v.- содержать в себе; включать
mould v. – формировать, создавать
a nonprofit organization – некоммерческая организация
prospective – будущий; ожидаемый
public mind – общественное мнение
public relations – общественная информация; связи с общественностью
spokespeople - ораторы
spread - распространение
suggest v. – наводить на мысль, предлагать
EXERCISES TO THE TEXT
I. Spell and transcribe the following words:

relations, spokespeople, persuade, audience, media, employee, powerful,
society, differentiate.
II. Translate and memorize the following words and word combinations.
To maintain a certain view, publicity, managing the spread of information,
opinion leaders, a nonprofit organization, an organization’s spokesperson, the most
powerful tool, an individual gaining exposure to their audiences, the aim of public
relations, to differentiate from advertising, to persuade somebody, leadership,
political decisions, to establish and maintain relationships with, designing
communications campaigns, arranging interviews and writing speeches, employee
communication, to require a deep understanding, to use topics of public interest, a
stakeholder, to control the public mind, habits and opinions, constitute an invisible
government, to mould one’s minds.
III. Answer the following questions using the words and word combinations from
Exercise II:
1. Is public relations the practice of managing the spread of information
between an individual or an organization and the public? 2. Do you think public
relations is difficult to define? 3. Which of the existing definitions seems most use-
2
ful to you? 4. What may public relations include? 5. What is the aim of public
relations? 6. Who do public relations professionals typically work for? 7. Do public
relations specialists establish and maintain relationships with an organization's
target audience, the media, and other opinion leaders? 8. What do common
activities include? 9. What must the public relations professional know? 10. What is
the most powerful tool of the public relations trade? 11. Is the conscious and
intelligent manipulation of the organized habits and opinions of the masses an
important element in democratic society? Give your reasons. 12. Who are we
largely governed and our minds moulded by? 13. Why must vast numbers of human
beings cooperate? 14. Which persons are we usually dominated by? 15. Do they
control the public mind?
VOCABULARY EXERCISES
I. Fill in prepositions:
Public Information Officers (PIOs) are the communications coordinators or
spokepersons ….. certain governmental organizations (i.e. city, county, school, dist-
rict, state, government and police/fire departments). They differ ….. public relations
departments of private organizations in that marketing plays a more limited role.
The primary responsibility of a PIO is to provide information to the media and
public as required ….. law and according to the standards of their profession. Many
PIOs are former journalists, bringing unique and relevant experience to the position.
During crises and emergencies, PIOs are often identified by wearing helmets or
vests with the letters "PIO" ….. them.
….. the oldest and largest public information professional organizations is The
California Association of Public Information Officials or CAPIO.
Keys: by, among, of, on, from.
II. Complete the following sentences using the words from the box:
relationships principal public between approach in order to
1.The first definition of ….. relations was established by Ivy Lee and Edward
Louis Bernays in the early 1900s. 2. According to Edward Bernays, the public
relations counsel is the agent working with both modern media of communications
and group formations of society ….. provide ideas to the public’s consciousness. 3.
Public relations is a strategic communication process that builds mutually beneficial
….. between organizations and their publics. 4. Public relations can also be defined
as the practice of managing communication ….. an organization and its publics. 5.
An ….. to understanding public relations is to describe what people do. 6. Public
relations uses research and ethical communication techniques as its ….. tools.
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III. Write down all possible questions to the following sentence.

Public relations defines and emphasises the responsibility of management to
serve the public interest.
SPEAKING:
I. Comment upon the following statement. Share opinions.
Public relations is a distinctive management function which helps establish and
maintain mutual lines of communication, understanding, acceptance and co-
operation between an organisation and its publics; and helps management to keep
informed on and responsive to public opinion.
II. Explain when people are in a bad temper.

III. Discuss the following questions:
1. It isn’t always easy for us to keep our tempers when things go wrong. What
do you say to let off stream?
2. What are the essential factors that help to mould a person’s character:
environment, educational possibilities or cultural standards?
TEXT 2
HISTORY OF PUBLIC RELATIONS
Most textbooks consider the establishment of the Publicity Bureau in 1900 to

be the founding of the public relations profession. However academics have found
early forms of public influence and communications management in ancient
civilizations, during the settling of the New World and during the movement to
abolish slavery in England. Basil Clark is considered the founder of public relations
in the United Kingdom for his establishment of Editorial Services in 1924, though
academic Noel Turnball believes PR was founded in Britain first by evangelicals
and Victorian reformers.
Propaganda was used by the United States, the United Kingdom, Germany and
others to rally for domestic support and demonize enemies during the World Wars,
which led to more sophisticated commercial publicity efforts as public relations
talent entered the private sector. Most historians believe public relations became
established first in the US by Edward Bernays, then spread internationally. Many
American companies with PR departments spread the practice to Europe when they
created European subsidiaries.
The second half of the 1900s is considered the professional development building
era of public relations. Trade associations, PR news magazines, international PR
agencies, and academic principles for the profession were established. According to
historian Eric Goldman, by the 1940s public relations was being taught at universities
and was a professional occupation relied on in a similar way as a lawyers and doctors.
4
However, it failed to obtain complete recognition as a profession.

During the 1990s specialities for communicating to certain audiences and within
certain market segments emerged, such as investor relations or technology PR.
In the early 2000s, press release services began offering social media press
releases. The Cluetrain Manifesto, which predicted the impact of social media in
1999, was controversial in its time, but by 2006, the effect of social media and new
internet technologies became broadly accepted. The Manifesto established 95 theses
about the way social media and internet technologies were going to change business. It
concluded that markets had become "smarter and faster than most companies," because
stakeholders were getting information from each other.
The number of media outlets increased and PR talent from wartime propaganda
entered the private sector. The practice of public relations became ubiquitous to reach
political, activist and corporate objectives. The development of the press into a more
real-time media also led to heightened scrutiny of public relations activities and those
they represent. For example, Richard Nixon was criticized for "doubletalk" and
"stonewalling" in his PR office's responses to the Watergate scandal.
New internet technology and social media websites effected PR strategies and
tactics. Incorporating digital and social features became a norm among wire services,
and companies started routinely making company announcements on their corporate
blog.
(From Wikipedia, the free encyclopedia)
Commentary
The Cluetrain Manifesto (Манифест Пути): In April 1999, four managers from
IBM, Sun Microsystems, National Public Radio and Linux Journal created "The
Cluetrain Manifesto." The Manifesto "created a storm" with strong detractors and
supporters.
The work asserts that the Internet is unlike conventional media used in mass
marketing as it enables "human to human" conversations, which are claimed to
transform traditional business practices. Technologies listed in the printed
publication as conduits of such conversations include email, news groups, mailing
lists, chat, and web pages.

аccording to - согласно
аncient - древний
consider v. – рассматривать
controversial - спорный
influence – влияние, воздействие
lead v.(led) – приводить
оbjective – задача, цель
occupation – занятие, профессия
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reach v. – достигать
recognition – признание
response – отклик, реакция
subsidiary - филиал
though – хотя; несмотря на
ubiquitous – вездесущий

establishment, ancient, though, features, historian, ubiquitous, accepted,
announcement.
II. Find in Text 2 English equivalents for the following words and phrases and
write them out:
начальные формы влияния на общественность; услуги пресс-релиз; отделы
по связям с общественностью; спорный; древние цивилизации; движение за
отмену рабства; привело к преувеличенно внимательному исследованию;
сплотиться для поддержки внутри страны; основатель связей с
общественностью; получить полное признание; коммерческий интерес со
стороны общественности; демонизировать врагов; европейские филиалы;
сделали вывод; пресс-релизы СМИ; стала повсеместной; влияние
общественных медиа; заинтересованные стороны получали информацию;
средства массовой информации; объявления компании в своём корпоративном
блоге.
III. Answer the following questions using the words and phrases from Exercise
II:
1. When was the Publicity Bureau established? 2. How is it considered in most
textbooks? 3. Have academics found early forms of public influence and
communications management in ancient civilizations? 4. Who is considered the
founder of public relations in the United Kingdom? 5. What countries was propaganda
used by to rally for domestic support and demonize enemies during the World Wars?
6. Who was Edward Bernays in common repute? 7. Why is the second half of the
1900s considered the professional development building era of public relations? 8.
When did press release services begin offering social media press releases? 9. What
did the Cluetrain Manifesto predict? 10. When did the effect of social media and new
internet technologies become broadly accepted? 11. How many theses did The
Manifesto consist of? 12. Why did it conclude that markets had become "smarter and
faster than most companies"? 13. What did the development of the press into a more
real-time media lead to? 14. What was Richard Nixon criticized for? 15. What
effected PR strategies and tactics?
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IV. Complete the following sentences:

1. Academic Noel Turnball believes PR was founded in Britain first by….. . 2.
Many American companies with PR departments spread the practice to Europe
when they created …… . 3. According to historian Eric Goldman, by the 1940s public
relations was being taught …… . 4. The Cluetrain Manifesto was …… . 5. By 2006,
the effect of social media and new internet technologies became …… . 6. The
practice of public relations became ubiquitous to reach …… . 7. Companies started
routinely making company announcements …… .
V. Retell the text.
Word-building: to improve v. + ment = improvement n.
I. Complete and translate:

to develop, to announce, to measure, to depart, to manage, to establish, to pay, to
govern, to invest, require, to arrange.
II. Find in the text and copy out phrases in which prepositions during and within
are used. Translate them.
III. Explain in English the meaning of:
social media, complete recognition, controversial, internet technology.
IV. Choose the right word:

1. Public relations is (a system / a set) of complex variety of business
communication, belief, art, the necessary contacts in order to increase the effictiveness
of many areas of business. 2. A valuable skill for all professionals is the ability to
organize and (lead/conduct) negotiations spruce, various briefings, press conferences,
presentations, business practices so as to create a positive relationship with the public.
3. The main factors of the successful impact of public relations (on/at) the firm level
are psychological factors. 4. The (human/people) factor involves the orientation of a
man, his creative abilities, interest in the results their own labour as close to the key
problems of management of the company. 5. Ancient Greek (mathematicians/ philoso-
phers) such as Plato and Aristotle created early theories in rhetoric and persuasion. 6.
By the 1940s public relations (was/is) a professional occupation relied on in a similar
way as lawyers and doctors. 7. Franklin pioneered the rules for "personal relations" in
an era before mass (means/media) had made possible a profession called "public
relations."
V. Read the text carefully, then fill the blank spaces:

Public relations ….. a profession in 1903 as Ivy Lee undertook to advise John D.
Rockefeller on …. to conduct his public relations. Rockefeller owned coal ….. and the
7
Pennsylvania Railroad. Miners were ….. and the railroad hushed up the facts when its
trains were involved ….. accidents.
Lee advised Rockefeller to visit the ….. mines and talk to the miners. Rockefeller
spent time listening to the ….. of the miners, improved their conditions, danced with
….. wives, and became a hero to the miners.
(Missing words: on strike, their, became, coal, mines, complaints, how, with)
SPEAKING:
Arrange a short debate on the following question:
How does public relations’ history help explain the reputation of the industry
today?
TEXT 3
EDWARD LOUIS JAMES BERNAYS
Edward Louis James Bernays (November 22, 1891 − March 9, 1995) was an
Austrian-American pioneer in the field of public relations and propaganda, referred
to in his obituary as "the father of public relations". He combined the ideas
of Gustave Le Bon and Wilfred Trotter on crowd psychology with the
psychoanalytical ideas of his uncle, Sigmund Freud.
He felt this manipulation was necessary in society, which he regarded as
irrational and dangerous as a result of the "herd instinct" that Trotter had described.
Adam Curtis's award-winning 2002 documentary for the BBC, The Century of
the Self, pinpoints Bernays as the originator of modern public relations, and Bernays
was named one of the 100 most influential Americans of the 20th century by
Life magazine.
Bernays refined and popularized the use of the press release, following its
invention by PR man Ivy Lee, who had issued a press release after the 1906 Atlantic
City train wreck. One of the most famous campaigns of Bernays was the women's
cigarette smoking campaign in 1920s. Bernays helped the smoking industry
overcome one of the biggest social taboos of the time: women smoking in public.
Women were only allowed to smoke in designated areas, or not at all. Women
caught violating this rule were arrested.
Bernays staged the 1929 Easter parade in New York City, showing models
holding lit Lucky Strike cigarettes, or "Torches of Freedom". After the historic
public event, women started lighting up more than ever before. It was through Ber –
nays that women's smoking habits started to become socially acceptable. Bernays
created this event as news, which it was not. Bernays convinced industries that the
news, not advertising, was the best medium to carry their message to an unsuspect –
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ing public. One of Bernays's favorite techniques for manipulating public opinion
was the indirect use of "third party authorities" to plead his clients' causes. "If you
can influence the leaders, either with or without their conscious cooperation, you
automatically influence the group which they sway." he said. In order to promote
sales of bacon, for example, he conducted a survey of physicians and reported their
recommendation that people eat heavy breakfasts. He sent the results of the survey
to 5,000 physicians, along with publicity touting bacon and eggs as an ideal heavy
breakfast and superior for health to the traditional breakfast of tea (or coffee) and
toast.
Bernays also drew upon his uncle Sigmund's psychoanalytic ideas for the
benefit of commerce in order to promote, by indirection, commodities as diverse
cigarettes, soap and books. In addition to the theories of his uncle, Bernays used
those of Ivan Pavlov.
( wikipedia.org/wiki/Edward_Bernays)
NOTES
Edward Louis James Bernays [ ˈedwəd ˈluːɪ ʤeɪmz bər’neɪz]
(November 22, 1891 − March 9, 1995) was an Austrian-American pioneer in the field
of public relations and propaganda.
Sigmund Freud [‘sɪɡmənd ˈfrɔɪd] (6 May 1856 – 23 September 1939) was
an Austrian neurologist, now known as the father of psychoanalysis.
Gustave Le Bon [lə bɔ̃] was a French social psychologist, sociologist, anth -
ropologist, inventor, and amateurphysicist.

conduct v. – проводить
convince v. – убеждать
crowd – толпа
designated – предназначенный
draw upon v. - привлекать
famous – знаменитый, известный
herd - стадо
in order to – для того, чтобы
physician – врач, доктор
pinpoint v. – точно определять
plead v. – защищать (в суде)
press release – сообщение для печати; пресс-коммюнике
refer v. – ссылаться, приписывать
survey – обозрение, обследование
sway v. – иметь влияние на, склонять кого-л. к чему-л.
technique – метод, способ
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issue, crowd, Austrian, influential, techniques, taboos, advertising, survey,
psychoanalytic.
II. Translate and memorize the following words and word combinations:
the indirect use, crowd psychology, herd instinct, to pinpoint, in designated
areas, in his obituary, was named, an unsuspecting public, to refine and popularize
the use, to overcome one of the biggest social taboos, holding lit cigarettes, award-
winning 2002 documentary, famous, favorite techniques, violating this rule, for
manipulating public opinion, physicians, through Bernays, cigarette smoking
campaign, to conduct a survey, to be a pioneer in the field of, to regard as
irrational and dangerous, women's smoking habits, in order to promote.
III. Answer the following questions using the words and word combinations
from Exercise II:
1. When was Edward Louis James Bernays born? 2. What field was he a pioneer
in? 3. Whose ideas did Edward Louis James Bernays combine? 4. Whose nephew was
he? 5. Why did he regard this manipulation as irrational and dangerous? 6. How was
Bernays named by Life magazine? 7. Who had issued a press release after the 1906
Atlantic City train wreck? 8. What compaign was one of the most famous
campaigns of Bernays? 9. Where were women allowed to smoke? 10. What did the
1929 Easter parade in New York City staged by Bernays show? 11. What did it
result in? 12. What did Bernays convince industries in? 13. What technique was one
of Bernays's favorite techniques for manipulating public opinion? 14. What did he
do in order to promote sales of bacon? 15. Whose theory did Bernays use in
addition to the theories of his uncle?
IV. Find in the text synonyms of the following words:

well-known, to unite, to perfect the use, prohibition, various, an investigator.
V. Retell the above text.
I. Complete the following sentences using the words from the box:
relations flash of concept discover so-called
1. Le Bon was not the first sociologist to diagnose his society and ….. a new
phenomenon “The Crowd”. 2. Anonymity provides to rational individuals a feeling of
10
invincibility and the loss ….. personal responsibility. 3. Public ….. involves the
management of problems or issues. 4. Le Bon created his ….. of 'The Crowd.’ 5.
Edward Bernays, the ….. "Father of Public Relations", believed that public
manipulation was not only moral, but a necessity. 6. The concept of a ….. mob is
relatively new when compared to traditional forms of crowd manipulation.
II. Translate the following sentences into English:

1.Эдвард Бернейс (1891-1995) – племянник Зигмунда Фрейда и перво-
открыватель научной техники формирования и управления общественным
мнением. 2. Бернейс работал в области управления массами в политических
или корпоративных целях. 3. Сознательное и умелое манипулирование
привычками и вкусами масс является важной составляющей демокра-
тического общества. 4. Существуют инструменты, с помощью которых
создается и направляется общественное мнение. 5. Сегодня идея может быть
мгновенно передана на любое расстояние любому числу людей. 6. Люди в
толпе обычно не знакомы друг с другом. 7. Бернейс использовал идеи своего
дяди Зигмунда Фрейда при создании современной науки массового
убеждения. 8. Массовое убеждение основано на манипуляции подсознатель-
ными чувствами и импульсами.
III. Study the following information. What is your opinion on the topic?
Crowd manipulation is the intentional use of techniques based on the principles

of crowd psychology to engage, control, or influence the desires of a crowd in order
to direct its behavior toward a specific action. This practice is common to politics
and business and can facilitate the approval or disapproval or indifference to a
person, policy, or product. The ethicality of crowd manipulation is commonly
questioned.
Crowd manipulation differs from propaganda although they may reinforce one
another to produce a desired result. If propaganda is "the consistent, enduring effort
to create or shape events to influence the relations of the public to an enterprise,
idea or group", crowd manipulation is the relatively brief call to action once the
seeds of propaganda (i.e. more specifically "pre-propaganda") are sown and the
public is organized into a crowd. The propagandist appeals to the masses, even if
compartmentalized, whereas the crowd manipulator appeals to a segment of the
masses assembled into a crowd in real time. In situations such as a national
emergency, however, a crowd manipulator may leverage mass media to address the
masses in real time as if speaking to a crowd.
Crowd manipulation also differs from crowd control, which serves a security
function. Local authorities use crowd-control methods to contain and defuse crowds
and to prevent and respond to unruly and unlawful acts such as rioting and looting.
11
SPEAKING:
I. Express your opinion on the following point of view:
“An individual in a crowd is a grain of sand amid other grains of sand, which the
wind stirs up at will”. (Gustave Le Bon)
TEXT 4
TYPES OF PUBLIC RELATIONS
The aim of public relations by a company often is to persuade the public,
investors, partners, employees, and other stakeholders to maintain a certain point of
view concerning it, its leadership, products, or political decisions. Common
activities include speaking at conferences, winning industry awards, working with
the press, and employee communication.
Media relations involves working with various media for the purpose of
informing the public of an organization's mission, policies, and practices in a
positive, consistent, and credible manner. Typically, this means coordinating
directly with the people responsible for producing the news and features in the mass
media. The goal of media relations is to maximize positive coverage in the mass
media without paying for it directly through advertising .
Many people use the terms public relations and media relations
interchangeably; however, doing so is incorrect. "Media relations" refers to the
relationship that a company or organization develops with journalists, while "public
relations" is the practice of extending that relationship beyond the media to the
general public.
Customer relationship management (CRM) is a widely implemented model
for managing a company's interactions with customers, clients, and sales prospects.
It involves using technology to organize, automate, and synchronize business
processes - principally sales activities, but also those for marketing, customer
service, and technical support. The overall goals are to find, attract, and win new
clients, nurture and retain those the company already has, entice former clients to
return, and reduce the costs of marketing and client service. Customer
relationship management describes a company-wide business strategy including
customer-interface departments as well as other departments. Measuring and
valuing customer relationships is critical to implementing this strategy.
Employee relationship management systems (ERM) may be defined as the
information systems that support the relationship between a company and its
employees. The components of an employee relationship management system are
multiple, and, as in customer relationship management, achieve the goal of assisting
employees in the whole life cycle of their activities in and for the company.
In the past few years, employee relationship management has focused on the
set up of a do-it-yourself knowledge exploration; the target is to avoid the risk that
employees refuse any IT solution in which combining information from multiple
spread sheets and databases is tedious and manual. The key idea is that a good nur -
12
ture of the relationship with employees has a great value for the company and is a
driver of performance improvement both in individuals and in teams.
Employee relationship management systems are one of the SW tools that a
company needs for the development of the Human Capital Management toward an
Employeeship approach where the main objective is to achieve a working
environment that stimulates involvement among employees and managers.
(https://www.boundless.com/business)
Commentary
SW-Tools is a small collection of needfull utilities to make recurring tasks
like typing the same text again and again, organizing events and notes or executing
programs automatically much more easier. The Hotkey manager enables you to
assign often used textes or programs to the keyboard or the mouse and insert them
in any application window or respectively execute a program simply by pressing the
appropriate key or selecting the appropriate menu entry with the mouse. This makes
it very easy for example to insert constantly recurring text segments like an adress
into the word processing program or a default covering letter into the email
program.

attract v.- привлекать
avoid v.- избегать, уклоняться
beyond – вне, сверх
credible – заслуживающий доверия
decision – решение
goal – цель, задача
interaction - взаимодействие
interchangeably – взаимозаменяемым образом; чередующимся образом
leadership – лидерство, руководящая роль
maintain v. – поддерживать, обслуживать
multiple - многочисленный
overall - общий
refer to v. – относиться к чему-л., иметь отношение
relationship – отношение, связь
responsible – ответственный
stakeholder – посредник
tedious – скучный, утомительный
* * *
Customer relationship management - Управление взаимоотношениями с
клиентами
Employee relationship management - Управления взаимоотношениями с
13
сотрудниками
Human Capital Management - Управление Человеческим Капиталом

tedious, award, refer, interchangeably, feature, nurture, management, without,
journalists, cycle.
II. Find in the above text English equivalents for the following phrases and write
them out:
убедить общественность; достигать цели; в процессе всей жизни; управле-
ние взаимоотношениями между сотрудниками; движущий стимул для повыше -
ния эффективности работы; взрастить и сохранить; отделы клиент-интерфейс;
это означает; поддерживать отношения; чтобы избежать риска; связи со СМИ;
получение (выигрыш) отраслевых наград; хорошее развитие отношений; не
платя за это; широко внедренная модель; отказаться от любых ИТ-решений;
отношения за рамками СМИ; ответственные за подготовку новостей;
определённая точка зрения.
III. Answer the following questions using the phrases from Exercise II:
1. What is the aim of public relations by a company? 2. What do common
activities include? 3. How do many people use the terms public relations and media
relations? 4. Why is the use of the terms public relations and media relations
incorrect? 5. What model is a widely implemented one? 6. What are its overall
goals? 7. How can you define employee relationship management systems? 8. What
has employee relationship management focused on in the past few years? 9.
Characterize its key idea.
IV. Retell the text using as many of the phrases from Exercise II as you can.
Word-building: to improve v. + ing = improving

to maximize, to mean, to avoid, to speak, to define, to print, to distribute, to
smoke, to attract.
II. Find in the above text and copy out phrases containing ing - forms, translate
them.
III. Complete the following sentences using the words from the box:
14
among various there public designed arouse image to convey
1. Public relations is the art and science of managing communication between an

organization and its key publics to build, manage and sustain its positive ….. . 2.
Corporations use marketing public relations ….. information about the products they
manufacture or services they provide to potential customers to support their direct
sales efforts. 3. Politicians use ….. relations to attract votes and raise money. 4. Public
relations experts develop and design ….. interesting and creative stories about their
organization and products and pitch it to various media people. 5. Public relations
activities are ….. specially to create a strong brand image. 6. Organizations also hire
celebrities or other people popular ….. the masses to promote and publicize their
organization. 7. Special events are often performed to catch the media attention and
….. public interest. 8. ….. are various tools available which help a
marketer maintain good public relations.
IV. Write down all possible questions to the following sentence.

There are two roles commonly assumed by public relations practitioners:
technician or problem solver.
SPEAKING:
I. Explain and expand on the following:
Products and services are often launched by marketers with a media tour. The
company spokesperson or someone hired by the company, an expert or even a
celebrity whoever has credibility with the consumers can be employed for the
purpose. This spokesperson travels to target cities and spreads the word about a
product or service. He is usually booked for T.V, radio shows or newspaper,
internet interviews in these cities. Media tours are very successfully employed for
book releases. The author travels around the country to promote his book. He may
include in his tour events like book reading and autograph signing.
II. Arrange short debates on the following questions:

1. What role do personalities play in the creation and reception of communication?
2. How do you usually learn about new products and services?
3. Have you ever bought anything just because you saw an advert for it? Were you
pleased with it or not?
Unit II Mass Media
15
UNIT II
TEXT 1
POSTERS
A poster is a printed sign, usually a large one, which is shown in a public place.
Its purpose may be to announce an event or to advertise something. There are travel
posters, posters for art exhibitions and political posters.
Posters developed from printed notices which were stuck on walls. As printing
methods developed, it became possible to produce colour prints. This was the
beginning of the poster as we know it today. Posters became more colourful and
pictures were used to express the idea. The text grew less important.
The first modern colour prints began to be produced around the year 1850. In the
second half of the 19th century poster art became a powerful medium. It was used to
advertise the amusements of the day and the new products that poured from the
factories. Posters reflected the social changes of the industrial age.
Humorous posters have always been very popular. The unusual and astonishing
things catch the attention of the passer-by. Advertising experts say that if people do not
take in a poster in two seconds, it is not a good one.
Posters are often used as means of propaganda. They can be a vivid commentary
on different events in the history of the country. Some of the most effective political
posters have been designed to protest against the atomic bomb. One of them had a
single word: No! and a great mushroom cloud of skulls.
(From the magazine “Say it in English”)

advertise v. - рекламировать
be stuck v. on – приклеить на что-л.
means - средство
passer-by – прохожий
poster - афиша, объявление, плакат; по́стер
pour from v. – поступать в большом количестве из
print v. - печатать
purpose – цель
sign – символ; вывеска
skull - череп
vivid – яркий, живой

grew, bomb, propaganda, sign, advertise, social.
Unit II Mass Media
16
II. Find in the text English equivalents for the following words and phrases and
write them out:
выразить идею; мощное средство; рекламировать известные развлечения;
привлечь внимание; разные события; менее важный; яркий комментарий, в
общественном месте, отражать изменения в обществе, облако, протестовать
против атомной бомбы; печатные объявления; средство пропаганды, выставки
искусства; в то время как печатные методы совершенствовались; понять
сущность чего-либо за две секунды.
III. Answer the following questions using the words and phrases from Exercise II:
1. What is a poster? 2. What is its purpose? 3. What kind of posters are there? 4.
When did it become possible to produce colour prints? 5. Why were pictures used to
express the idea? 6. What role did posters play in different periods of the society’s
development? 7. Did posters reflect the social changes of the industrial age? 8. Which
posters have always been very popular? 9. What poster is considered to be not a good
one? 10. Why are posters often used as means of propaganda?
IV. Retell the above text using as many of the words and phrases from
Exercise II as you can.
Word-building: to produce v. + (t)ion = production n.

to exhibit, to protect, to quest, to express, to communicate, to instruct, to relate,
to differentiate, to invent, to locate, to discuss.
II. Find in the text and copy out sentences in which prepositions from and for are
used. Translate them.
invented be research recently printing during
1. Posters are used in academia to promote and explain ….. work. 2. The great
revolution in posters was the development of ….. techniques that allowed for cheap
mass production and printing. 3. The technique lithography was ….. in 1796 by the
German Alois Senefelder. 4. Posters are typically shown ….. conferences, either as a
complement to a talk or scientific paper, or as a publication. 5. They can ….. a good
introduction to a new piece of research before the paper is published. 6. This poster has
been frequently criticized….. .
Unit II Mass Media
17
IV. Ask all types of questions to the following sentence:
Posters reflected the social changes of the industrial age.
V. Fill in prepositions and conjunctions then comment the text:
A poster is any piece of printed paper designed to be attached … a wall or vertical

surface. Typically posters include both textual and graphic elements, …. a poster may
be either wholly graphical or wholly text. Posters are designed to be both eye-catching
and informative. Posters may be used …. many purposes. They are a frequent tool ….
advertisers (particularly of events, musicians and films), propagandists, protestors and
other groups trying to communicate a message.
Posters are also used for reproductions of artwork, particularly famous works, and
are generally low-cost compared to original artwork. Posters, in the form of placards
and posted bills, have been used …. earliest times, primarily for advertising and
announcements.
Purely textual posters have a long history: they advertised the plays
of Shakespeare and made citizens aware of government proclamations for centuries.
The modern poster, as we know it, …. , dates back to the 1840s and 1850s when
the printing industry perfected colour lithography and made mass production possible.
Keys: since, for, to, however, of, although.
VI. Translate the following sentences into English:

1. Постер – это художественно оформленный плакат, используемый для
рекламных или декоративных целей. 2. Рост популярности плаката связан с
увеличением общественно-политической и культурной жизни. 3. Плакат
должен быть виден на расстоянии, быть понятным и хорошо восприниматься
зрителем. 4. Первоначально киноплакаты создавались на основе отображения
отдельных кадров фильма. 5. Политический плакат появился в начале ХХ
века. 6. Большое влияние на эволюцию плаката оказало развитие средств
массовой информации и полиграфии.
SPEAKING:
I. Explain why a poster’s strength lies in an unexpected and fresh rendering of
the important issues of the day.
II. Discuss the role of political posters. Say what ideas or events they reflect
and when they become effective.
TEXT 2
MASS MEDIA
The mass media are diversified media technologies that are intended to reach a

Unit II Mass Media
18
large audience by mass communication. The technologies through which this commu-
nication takes place vary. Broadcast media such as radio, recorded music, film and
television transmit their information electronically. Print media use a physical object
such as a newspaper, book, pamphlet or comics, to distribute their information.
Outdoor media are a form of mass media that comprises billboards, signs, or
placards placed inside and outside of commercial buildings, sports stadiums, shops,
and buses. Other outdoor media include flying billboards (signs in tow of
airplanes), skywriting, and AR Advertising. Public speaking and event organising can
also be considered forms of mass media.
The digital media comprise both Internet and mobile mass communication.
Internet media provide many mass media services, such as email, websites, blogs, and
Internet-based radio and television. Many other mass media outlets have a presence on
the web, by such things as having TV ads that link to a website, or distributing a QR
Code in print or outdoor media to direct a mobile user to a website. In this way, they
can utilize the easy accessibility that the Internet has, and the outreach that Internet
affords, as information can easily be broadcast to many different regions of the world
simultaneously and cost-efficiently.
The organizations that control these technologies, such as television stations or
publishing companies, are also known as the mass media.

Commentary
QR Code (abbreviated from Quick Response Code) is the trademark for a type
of matrix barcode (or two-dimensional barcode) first designed for the automotive
industry in Japan. A barcode is a machine-readable optical label that contains
information about the item to which it is attached.
AR: Augmented reality is a live direct or indirect view of a physical, real-world
environment whose elements are augmented (or supplemented) by computer-
generated sensory input such as sound, video, graphics or GPS data. It is related to a
more general concept called mediated reality, in which a view of reality is modified
by a computer.
GPS: Global Positioning System.

accessibility – доступность
ads = advertisements - реклама
afford v. – давать, позволить себе
broadcast media – радиовещательные средства информации
digital - цифровой
intend v. – намереваться
mass media – средства массовой информации
mass media outlets - средства массовой информации, СМИ
Unit II Mass Media
19
outreach – пропаганда, разъяснительная работа
placard – афиша, плакат
simultaneously - одновременно
take place - происходить
transmit - передавать

technologies, audience, simultaneously, digital, accessibility, diversified.
II. Find in the text English equivalents for the following words and phrases and
write them out:
воздушная реклама; радиовещательные средства информации; внутри и
снаружи; доходить до публики; рекламный щит; разнообразные медиа-
технологии; быть предназначенным; распространять информацию; средства
массовой информации; на буксире у самолётов; средства печати; в разные
регионы мира; передавать информацию; наружные средства; предоставлять
услуги; направлять пользователей; реклама с помощью расширенной
реальности.
III. Answer the following questions using the words and phrases from Exercise
II:
1. What are the mass media intended to reach a large audience by? 2. Do the
technologies of mass media vary? 3. In what way do broadcast media such as radio,
recorded music, film and television transmit their information? 4. What do print media
use to distribute their information? 5. What mass media comprise billboards, signs, or
placards placed inside and outside of commercial buildings, sports stadiums, shops,
and buses? 6. Do outdoor media also include flying billboard, skywriting, and AR
Advertising? 7. Why can public speaking and event organising also be considered
forms of mass media? 8. The digital media comprise both Internet and mobile mass
communication, don’t they? 9. What media provide mass media services such
as email, websites, blogs, and Internet-based radio and television? 10. Why can
information easily be broadcast to many different regions of the world? 11. What
organizations are also known as the mass media?
IV. Find in the above text synonyms of the following words:

to happen, various, to include, to manage, connection.
V. Retell the text.
Unit II Mass Media
20
controls on large used media including form
1. Mass media is communication - whether written, broadcast, or spoken - that

reaches a ….. audience. 2. Individuals are bombarded constantly with messages
from a multitude of sources ….. TV, billboards, and magazines. 3. Mass ….. are a
permanent part of modern culture. 4. The media can reflect and project the view of a
minority elite, which ….. it. 5. Transmission of mass advertising to millions of
people is a ….. of mass communication. 6. The phrase "the media" began to be …..
in the 1920s. 7. Mass media play a significant role in shaping public perceptions
….. a variety of important issues.
II. Ask all types of questions to the following sentence:

Many movie stars only agree to interviews if the list of questions is agreed in
advance and no awkward issues are raised.
III. Find in the text and copy out sentences in which the linker of clarification
such as is used. Translate them.
SPEAKING:
I. Discuss the problems dealt with in the abstract given below.
Each mass media has its own content types, its own creative artists and
technicians, and its own business models. For example, the Internet includes web
sites, blogs, podcasts, and various other technologies built on top of the general
distribution network. The sixth and seventh media, internet and mobile, are often
called collectively as digital media; and the fourth and fifth, radio and TV,
as broadcast media. Some argue that video games have developed into a distinct
mass form of media.
The phrase "the media" began to be used in the 1920s. The notion of "mass
media" was generally restricted to print media up until the post-Second World War,
when radio, television and video were introduced. The audio-visual facilities
became very popular, because they provided both information and entertainment,
because the colour and sound engaged the viewers/listeners and because it was
easier for the general public to passively watch TV or listen to the radio than to
actively read.
In recent times, the Internet has become the latest and most popular mass
medium. One can do many activities at the same time, such as playing games,
listening to music, and social networking, irrespective of location. Whilst other
forms of mass media are restricted in the type of information they can offer, the
internet comprises a large percentage of the sum of human knowledge through such
things as Google Books.
II. Arrange short debates on the following questions.

1. How does the growth of the internet affect the communication models?
Unit II Mass Media
21
2. How helpful are communications models in understanding the media?
TEXT 3
MASS MEDIA EFFECTS
One of the longest running disputes in communication and media theory is the
question of how much the media influence their audiences and how persuasive
communication can be. Some academics study the psychology of individuals to
understand different responses to messages such as advertisements or health
campaigns.
Academics study the connections between violence on television and violence
in society. There are those who argue that the media have a powerful role to play in
shaping public opinion, and others who say it is actually very hard to persuade
others, especially via the mass media. Early theories of media effects were heavily
influenced by the Nazi use of new media such as cinema as propaganda.
The Frankfurt School of academics who fled Nazi Germany in the early
1930s carried overwhelming fears that mass media would generate mass effects and
that whoever controlled the media would control their society. Their view is
sometimes described as the ‘hypodermic model’, suggesting that audiences are
passive and react in a uniform manner to a media message. But US social scientists
(especially the Yale School) after the Second World War – also concerned about the
power of propaganda – conducted extensive research into voter behaviour which
suggested that people are actually more likely to be influenced by their friends and
neighbours or other ‘opinion formers’ than the papers they read. This was called the
‘two-step flow’ theory and was developed by Katz and Lazerfield.
This idea dominated discussion of the media and communication effects and
stimulated more research into the psychology of individuals and how people
respond to messages. Questions of attitude formation and change, beliefs, values
and opinions were investigated as part of the research into persuasive
communication. However, in the 1970s, some academics (including the
Birmingham School) returned to the ideas of the Frankfurt School and re-examined
them. They looked at the effect of the media on society and on class and found that
the media tended to support the interests of capitalism (and its owners, of course).
Researchers found negative media images of working people, women, ethnic
minorities and others with less power in society. At this time ideas such as ‘agenda-
setting’ were developed, where journalists select what is important to publish
according to their implicit or explicit views of society. Unlike the Frankfurt School
or the Yale School, this group looked at effects on society as a whole, rather than on
individuals. Their more subtle description of effects has gained continuing currency,
Unit II Mass Media
22
while questions of effect on individuals – such as those exposed to violence – are
still unclear.
Other theorists rejected the idea that the media promotes a particular point of
view, but suggested that there might be a more neutral ‘agenda-setting’ effect,
whereby media reporting does not influence what people think, but what they think
about.
(By Ian Somerville)
II. Read and memorize the following words and phrases:

agenda-setting - установление повестки дня
argue v.- обсуждать, спорить
attitude – отношение
belief - вера
dispute – спор
explicit - явный
flee (fled) v. – бежать , спасаться бегством
implicit - неявный
investigate v.- исследовать, изучать
minorities - меньшинства
overwhelming - непреодолимый
persuade v.- убеждать в чём-л., уговорить
persuasive – убедительный
promote v.- продвигать
reject v.- отвергать, отклонять
response – ответ, отклик
support v.- поддерживать, подтверждать
unlike - в отличие от
violence – насилие
voter - избиратель

persuasive, persuade, image, violence, belief, overwhelming, behaviour,
explicit, reject, influence.
II. Translate and memorize the following words and word combinations.
The longest running dispute, different responses to messages, violence in
society, to support the interests, ethnic minorities, as a whole, shaping public
opinion, connections, to suggest, via the mass media, to tend, overwhelming fears,
in a uniform manner, to concern about, subtle description, to conduct extensive
research, attitude formation, to return to the ideas, according to their views of
society, to gain continuing currency.
Unit II Mass Media
23
III. Answer the following questions using the words and word combinations from
Exercise II:
1. What question has been debated in communication and media theory? 2.
What do academics study? 3. Why did the Frankfurt School of academics carry
overwhelming fears? 4. What kind of fears were these? 5. What did US social
scientists of the Yale School concern about? 6. Who was the ‘two-step flow’ theory
developed by? 7. What research did this idea stimulate? 8. What ideas did certain
academics return to in the 1970s? 9. Whose interests did the media tend to support to
their mind? 10. How did journalists select ideas at this time? 11. What idea did other
theorists reject?
IV. Find in the text and copy out phrases in which prepositions by and into are
V. Retell the above text using as many of the words and word combinations from
Exercise II as you can.
Word-building: usual adj. + ly = usually adv.

chief, close, gentle, brief, normal, real, virtual, violent, respective, absolute, bitter,
direct, especial.
II. Find in the above text and copy out phrases containing adverbs with the suffix -
ly, translate them.
III. Translate the following sentences paying attention to the words and word
combinations in italics:
1. Audiences are not the only groups with problems accessing alternative
information. 2. Stuart Hall (1980), a leading member of the Birmingham School,
proposed that the media create ‘preferred readings’ which suggest how reality should
be seen. 3. The management of news by public relations is often called ‘spin’ but is
not confined to the political arena. 4. PR people provide a ready supply of material to
fill the ever-increasing hours of airtime and acres of newsprint. 5. When a person
fears their views are not shared by others they are less likely to express their
opinions. 6. Information has become readily available through websites, and easily
accessible through search engines. 7. The increased deadlines and reduced resources
of media organisations, which often produce material round the clock or in many
more editions, can make journalists highly dependent on public relations
departments.
Unit II Mass Media
24
IV. Translate the following sentences into English:
1. Средства массовой информации - система органов публичной передачи
информации с помощью технических средств. 2. Эффективность деятельности
СМИ неразрывно связана с учётом потребностей людей, их возросших
социальных, духовных и политических запросов. 3. СМИ представляют собой
учреждения, созданные для открытой, публичной передачи с помощью
специального технического инструментария различных сведений любым лицам. 4.
Развивающееся общество требует интенсификации всех информационных
процессов при широком использовании средств массовой информации. 5. Медиа
все глубже стали проникать в жизнь людей и оказывать динамичное и
целенаправленное воздействие на массовое сознание. 6. Совершенствование
технических возможностей СМИ значительно расширило масштабы манипуляции
массовым сознанием. 7. Имидж можно эффективно использовать как средство
пропаганды, а также как инструмент управления сознанием.
SPEAKING:
I. Express your opinion on the following points of view.
1) The launch of a children’s movie might involve: billboard posters; images
on packets of crisps, sweets and lunchboxes; the organisation of a premiere in the
famous theater; guest appearances by stars on children’s TV shows; and articles
about the use of special effects in film or general media. Which of these are public
relations? What are the others?
2) Are the media a powerful influence on society or just another source of
information? Is the influence direct or indirect?
II. What is your opinion on the following topic?

It is certainly true that different issues dominate media debates over the
longer term, so that coverage of topics like education or health will fluctuate
considerably over a decade.
UNIT III
TEXT 1
POLITICAL PUBLIC RELATIONS AND THE MEDIA:
INTERDEPENDENCE OR DEPENDENCY?
Franklin notes that representatives of the media like to present the media as
constituting the fourth estate “which subjects all aspects of political life to close
scrutiny and is consequently a key mechanism for securing the accountability of
politicians to the general public”. He points out, however, that these ‘watchdogs’
are viewed by those critical of British political culture as little more than ‘lapdogs’.
Unit III Media Management
25
_____________________________________________________________________________________
He notes that “Marxists identify the media as central agencies in the

construction of a social and political consensus, encouraging the acquiescence of
the public, by distributing and reinforcing the values and beliefs of the dominant
social and political group within society”. Whilst it could be argued that the media
are not necessarily dominated by politicians in any direct or conspiratorial way, the
way in which the British political sphere is constructed and maintained by both the
media and the politicians somewhat undermines any suggestion that the media
constitute the fourth estate. Nevertheless it is sometimes claimed that there is a
mutual interdependence of politicians and the media.
Bernard Ingham, Margaret Thatcher’s former Press Secretary, suggested that
the relationship is “essentially cannibalistic. They feed off each other but no one
knows who is next on the menu”. Ingham’s metaphor may seem outlandish but it is
clear that the relationship between the media and politicians is in some senses a
symbiotic one. Politicians in general, and government public relations specialists in
particular, obviously rely on the media to communicate with the general public. But
it must be said that broadcasters and journalists understand that without a degree of
co-operation from politicians, political journalism would be difficult, if not
impossible. However, other commentators would argue that with the advent of
‘media managers’ in Western democracies the politician–media relationship has
been pushed beyond the state of mutual interdependence to one of media
dependence on, and deference to, politicians.
Whether or not one agrees that the relationship is one of media dependency, a
cursory look at media ownership in the UK would indicate that the media are not
independent of powerful economic and political interests in British society (Negrine
1994). It is also obviously the case that ultimately broadcasting and press
‘freedoms’ are at the mercy of the legislative process. In Britain, as noted above,
this relationship is epitomised by the Westminster ‘Lobby’ which, while it involves
some degree of mutual interdependence, tends ultimately to allow government
media managers a great deal of control in structuring news agendas. The situation in
Britain obviously suits the government, but it does have a downside in that it leads
to a level of mistrust and cynicism about the kind of information governments
disseminate. There is an obvious tension between controlling the information flows
for one’s own benefit and structuring news agendas to such an extent that
everything you say is treated as ‘spin’. As we have seen, at the heart of this debate
is the role of government public relations and it has been argued that governments
and government public relations specialists in many Western democracies are
practising a type of public relations which stifles ‘open’ government and leads to
distrust amongst the electorate. It should be no surprise to students of public
relations to find James Grunig arguing that in certain Western democracies, what he
describes as ‘asymmetrical’ government communication activities need to be
replaced by a symmetrical model.
(https://www.boundless.com/business/textbooks)
26

claim v. – утверждать, заявлять
cursory – беглый, поверхностный
deference – уважение, почтение, почтительность
distrust v.- не доверять; сомневаться
encourage v. – поощрять
estate – сословие
the fourth estate – шутл. пресса
interdependence - взаимозависимость, взаимная зависимость, взаимообу-
словленность
lapdog – комнатная собачка, болонкa
lobby – кулуары; ам. лицо или группа лиц, “обрабатывающих” членов
конгресса в пользу того или иного законороекта
obviously - очевидно
outlandish - диковинный
point out v. – отметить
push beyond v. - раздвинуть рамки
representative – представитель
scrutiny – внимательный осмотр; исследование
stifle v. – подавлять
tension – напряжение
ultimately - в конечном счёте
undermine v. - подорвать
watchdogs – сторожевые псы

politicians, suit, representative, government, mutual, relationship, obviously,
metaphor, journalism, cynicism.
II. Translate and memorize the following word combinations:

to suit the government, to present the media, to constitute the fourth estate,
representatives of the media, securing the accountability, a social and political
consensus, it could be argued, the acquiescence of the public, in any direct or
conspiratorial way, with the advent, to be epitomized, to undermine any suggestion,
mutual interdependence, feed off each other, in general, to rely on the media, in
particular, to be at the mercy, a great deal of control, have a downside, amongst the
electorate, for one’s own benefit, at the heart of.
III. Answer the following questions using the word combinations from Exercise
II:
27
1. Who notes that representatives of the media like to present the media as
constituting the fourth estate? 2. Is the fourth estate a key mechanism for securing
the accountability of politicians to the general public? 3. How do Marxists identify
the media? 4. Could it be argued that the media are not necessarily dominated by
politicians? 5. What is sometimes claimed? 6. Why did Bernard Ingham suggest that
the relationship between the media and politicians is “essentially cannibalistic”? 7.
Whose Press Secretary was he? 8. What Ingham’s metaphor may seem outlandish?
9. What do politicians in general, and government public relations specialists in
particular, rely on to communicate with the general public? 10. Without what would
political journalism be difficult? 11. What is argued with the advent of ‘media
managers’ in Western democracies? 12. Are the media independent of powerful
economic and political interests in British society? Give your reasoning. 13. What is
this relationship in Britain epitomised by? 14. What kind of downside does this
situation have? 15. Why do ‘asymmetrical’ government communication activities
need to be replaced by a symmetrical model?
IV. Find in the text and copy out sentences in which prepositions with, without
and within are used. Translate them.
V. Retell the above text using as many of the word combinations from Exercise II
as you can.
Word-building: dis-, mis- in front of the word = opposites: continue – discontinue

to like, to understand, to agree, to connect, to print, to charge, to name, to quote, to
approve, to guide, to judge, to orientate, to inform.
II. Find in the above text and copy out sentences containing words with prefixes
dis- and mis-, translate them.
III. Choose the proper verb form and translate the sentences.
1. The power of the media may accrue where the audience ….. little
information about a subject and are highly dependent on the media for information. 2.
Corporations may use public relations ….. themselves as enlightened employers, in
support of human-resources recruiting programs. 3. The current international system is
….. by growing interdependence, the mutual responsibility and dependency on others. 4.
The role of international institutions ….. ideas that relations are characterized by
interdependence. 5. Dependency theory ….. a theory most commonly associated with
28
Marxism, stating that a set of core states exploit a set of weaker periphery states for
their prosperity. 6. In a democratic society, the media can ….. the electorate about
issues regarding government and corporate entities.
(Missing verbs: is, characterized, serve, have, reinforces, to portray)

James Grunig identified four models of public relations describing the major
types of PR practice carried out.
SPEAKING:
Discuss the problems.
1) Examine a media campaign surrounding a current policy initiative by the
Ukrainian government. In what ways have politicians and their media advisers
attempted to ‘manage’ the Ukrainian media to achieve the maximum favourable
coverage of their policy?
2) What do you think would improve the standing of public relations in
society?
TEXT 2
FOUR MODELS OF PUBLIC RELATIONS
Models of public relations were proposed by a noted public relations theorist

James E. Grunig. According to James E.Grunig, there are four models of Public
Relations:
Press Agentry/Publicity
Press Agentry Publicity model is also called P.T Barnum model. Press Agentry
Publicity model follows one-way communication where the flow of information is
only from the sender to the receiver. The sender is not much concerned about the
second party’s feedback, reviews and so on.
In Press Agentry publicity model, public relations experts enhance the reputation
of the organization among the target audiences, stakeholders, employees, partners,
investors and all others associated with it through manipulation. According to this
model, organizations hire public relations experts who create a positive image of their
brand in the minds of target audiences through arguments and reasoning. They
influence their potential customers by simply imposing their ideas, thoughts, creative
stories of their brand, USPs of the products and so on. Flow of information takes place
only from the public relations experts to the target audiences. (One way
communication)
Public Information Model
29
As the name suggests public information model, emphasizes on maintaining and
enhancing the image of an organization simply by circulating relevant and meaningful
information among the target audience/public. Public relations experts depend on press
release, news release, video release or any other recorded communication often
directed at the media to circulate information about their brand among the public.
Newsletters, brochures, magazines with information about the organization, its key
people, products, benefits of the products, testimonials, success stories are distributed
at regular intervals among target audiences for brand positioning. In such a model,
public relations experts need to be creative and ought to have a flair for writing. They
should be really good at putting their thoughts into meaningful words which influence
the customers and end-users. Public information model also revolves around one-way
communication where information primarily flows from sender (organization and
public relations experts) to the receiver (target audience, employees, stakeholders,
employees, investors and so on).
The first two models utilise one-way communication and their objective is orien -
tation of target audiences to the organisation. In these models, the underlying concept
is that the organisation need not change its attitudes, values or actions; the public
relations task is to gain compliance from the public. Conversely, the two more recent
models involve two-way communication between an organisation and its publics and
mutual adaptation. Communication scientists coined the term co-orientation for this
two-way, mutual adaptation.
Two-Way Asymmetrical Model
Two-way asymmetrical model of public relations revolves around two-way
communication between both the parties but the communication is somewhat not
balanced. In this type of model, public relations experts position their organization and
brand on the whole in the minds of their target audiences through manipulation and
force the public to behave the same way they would want them to do. In two-way
asymmetrical model of public relations, organizations do not utilize much of their
manpower and resources to find out the reaction of the stakeholders or investors.
Two-way Symmetrical Model
Two-way symmetrical model of public relations is an ideal way of enhancing an
organization’s reputation among the target audience. According to two-way
symmetrical model, public relations experts depend on two-way communication to
position their brand among end-users. Free flow of information takes place between
the organization and its stakeholders, employees, investors and vice-a-versa. Conflicts
and misunderstandings are resolved through mutual discussions and communication. A
two-way communication takes place between both the parties and information flows in
its desired form. The feedback from stakeholders and target audiences is also taken
into consideration.
(By Grunig, J. E., & Grunig, L. A.)
30
Commentary
USP (Unique Selling Proposition) - Маркетинговая концепция, которая была
призвана объяснить, почему одни рекламные сообщения эффективны, а другие
нет.

according to – согласно чему-л.
attitude - отношение
concern v. about – беспокоиться о чём-л.
customer – заказчик, клиент
direct v. - направлять
enhance v. – повышать, улучшать
feedback – отзывы, обратная связь
meaningful – значимый
mutual - взаимный
Press Agentry – представительство по печати и рекламе
publicity – публичность, гласность
receiver – получатель
relevant - соответствующий
review – обзор; обозрение
sender – отправитель
take place v. – случаться, иметь место
testimonial – рекомендация, характеристика, рекомендательное письмо
underlying – базовый; лежащий в основе
vice-a-versa – наоборот

theorist, brochures, flow, audience, vice-a-versa, suggest, mutual, compliance,
desired, thought.
II. Find in the text English equivalents for the following word combinations and
phrases and write them out:
выдающийся теоретик; односторонняя связь; потенциальная аудитория;
поток информации; обратная связь со вторым участником; просто навязывать
свои идеи; нанять специалистов по связям с общественностью; в целом; вести
себя таким же образом; повысить репутацию организации; как и предполагает
название; через определённые промежутки времени; создавать положитель-
ный имидж; делать акцент на поддержание и улучшение имиджа; иметь чутьё
(склонность) для написания; взаимное приспособление; чтобы получить
согласие от общественности; отзывы также принимаются во внимание;
распространять информацию о своих брендах; в сознании потенциальной
аудитории.
31
III. Answer the following questions using the word combinations and phrases
from Exercise II:
1. Who were models of public relations proposed by? 2. How many models of
Public Relations are there according to James E. Grunig? 3. What model does Press
Agentry Publicity follow? 4. Is the flow of information from the sender to the receiver
or vice-a-versa? 5. What do public relations experts enhance in Press Agentry publicity
model? 6. Who creates a positive image of the organizations’ brand in the minds of
target audiences? 7. Why can we say that it is one way communication? 8. What does
public information model emphasize on? 9. What do public relations experts depend
on? 10. What is distributed at regular intervals among target audiences for brand
positioning in Public Information Model? 11. Does Public information model also
revolve around one-way communication? 12. What is the underlying concept in the
first two models? 13. What models involve two-way communication between an
organisation and its publics and mutual adaptation? 14. Who coined the term co-
orientation for this two-way, mutual adaptation? 15. What does Two-way asymmetrical
model of public relations revolve around? 16. How do public relations experts position
their organization and brand on the whole in the minds of their target audiences in this
type of model? 17. Do organizations utilize much of their manpower and resources in
two-way asymmetrical model of public relations to find out the reaction of the
stakeholders or investors? 18. Is the communication balanced in Two- way
Asymmetrical Model? 19. Why is two-way symmetrical model of public relations an
ideal way of enhancing an organization’s reputation among the target audience? 20. In
what way are conflicts and misunderstandings resolved in Two-way symmetrical
model? 21. Is the feedback from stakeholders and target audiences taken into
consideration?
IV. Find in the text and copy out sentences in which prepositions among and
between are used. Translate them.
V. Retell the above text using as many of the word combinations and phrases
from Exercise II as you can.
Word-building: Suffix -ry helps to form words which denote totality of objects:

a rocket - ракета rocketry - ракетная техника;
this suffix can also impart a collective meaning to nouns:
chivalry – рыцарство;
besides, the words with this suffix often denote premises for a great number of
something:
nursery – детские ясли
32
I. Translate the following words with the suffix -ry:
gentry, ironmongery, aviary, granary, monastery, surgery, chemistry, robbery,
entry, slavery, ancestry, imagery.
II. Complete and translate:

a machine, a circuit, an agent, a rocket, a peasant, a jewel, a herald, an artist, a
palmist, a poet, a rival, a savage, gossip.
goals be by attacked contrast began necessary
1. PR has evolved in various forms to be used ….. most public companies. 2.

Bernays argued that the manipulation of public opinion was a ….. part of democracy.
3. The Two-Way Symmetric Model of public relations stands in stark ….. to earlier
propaganda-based models. 4. In the Two-Way Asymmetric Model, co-orientation
occurs, but the organisation's ….. and needs retain primacy. 5. Press releases, which
were mostly unchanged for more than a century, …. to integrate digital features. 6.
They should ….. really good at putting their thoughts into meaningful words which
influence the customers and end-users. 7. He was often ….. as a propagandist and
deceptive manipulator, who represented lobby groups against the public interest.
IV. Render the following text in English.

Первая модель получила в научной литературе название «манипуляции»
или «пропаганды». Для нее характерно использование любых средств, чтобы
привлечь внимание целевых групп, а также оказать давление на них.
Потребитель рассматривается как пассивный получатель информации,
правдивость и объективность которой не является обязательным условием.
Главным «проводником» коммуникаций являются средства массовой
информации.
Вторая модель обычно характеризуется как модель «информирования»,
«общественной осведомлённости» или «журналистская».
Распространяемая информация в целом должна быть объективной и
точной, но «дозируемой», а негативные факты и события преуменьшаются,
замалчиваются. Как и первая модель, модель «информирования» является
односторонней. Необходимость исследования общественности и осуществления
обратной связи с ней не предполагается.
Третью модель Д. Грюниг называет «двухсторонней ассиметричной
коммуникацией» и относит ее зарождение к началу ХХ века и связывает с имена-
ми А. Ли (Ivy Lee) и Э. Бернейса (Edward L. Bernays).
В этой модели широко используются исследовательские методы, в
первую очередь для того, чтобы определить, какая информация вызовет
позитивную реакцию целевых групп, таким образом, коммуникативная деятель -
33
ность организации становится двухсторонней, диалоговой, результат такой
коммуникации ассиметричен, поскольку от нее выигрывает в первую очередь
организация.
Четвёртая модель получила название «двухсторонней симметричной».
Она характеризуется реальным осознанием субъектом коммуникаций необхо-
димости взаимопонимания и учёта взаимовлияния среды и организации, таким
образом, основной целью коммуникаций становится «взаимная польза организа-
ции и общественности». Широко используется практика переговоров, заключе-
ния соглашений, стратегии разрешения конфликтов и т.д., акценты в деятельнос-
ти профессиональных коммуникаторов смещаются от журналистских и реклам-
ных к исследовательским и консультативным.
SPEAKING:
I. Comment upon the following statement. Share opinions.
Feedback is also an important concept. It is what makes the difference between
one way communication, where the sender has no knowledge – or possibly interest – in
the receiver’s response, and two-way communication, where the receiver can comment
or even alter events by responding to a message.
II. Develop the idea.
Most employ public relations to manipulate public attitudes in their favour.
TEXT 3
RESOURCE DEPENDENCY THEORY
According to Pfeffer and Salancik (1978), interdependence exists whenever one

actor does not entirely control all the conditions necessary for the achievement of an
action or for obtaining the outcome desired from an action. Because resource
dependency theory suggests that organizations vary in their dependency on external
publics and their environment for achieving their goals, many public relations
researchers assume a resource dependency model when they theorize about the
organization–public relationship. For example, Badaracco (1998) showed how
communication technologies enabled organizations to increase their public influence.
Characterizing issues management as power resource management, Heath (1998)
showed how mediated information shared between members of Greenpeace helped
influence the decisions of Shell in the United Kingdom and suggested that the group
best able to access and mobilize resources will have the upper hand in resource
management.
Coombs (1998) showed how the Internet has allowed activist groups to harness
the power of the Web to become more powerful and to command the attention of large,
34
well-financed organizations.
More recently, Kent et al. (2003) extended the resource dependency model to
Internet-mediated relationships, arguing that organizations that appear more dialogic
probably understand the communication process better. The resources available to
institutions directly affect their ability to achieve goals and may even affect their
survival. Because of increased accountability to various constituencies, colleges and
universities have experienced an increasing external interdependence.
Outside agencies have increased their power over colleges and universities by
requiring justification of operations to maintain funding. Resource dependency theory
has also been applied to research looking at funding allocations of community
colleges. As Pfeffer suggested, “Organizations will (and should) respond more to the
demands of those organizations or groups in the environment that control critical
resources”.
Kenton (2003) examined state funding constraints in relation to funding models
developed to support community colleges, noting that community college revenue
management is best understood by the history, cultures, and norms of the individual
states in which they are located.
Although community college funding allocation formulas vary from state to
state, funding appropriations typically come from fixed revenues. Thus, community
colleges are an ideal type of resource dependant organization to examine because so
much of their resources depend on levels of enrollment and perceived success in the
eyes of community leaders and lawmakers. Resource dependency theory aligns with
dialogic theory because both theories assume that organizations and public are
interrelated. One of the keys to organizations meeting the information needs of publics
is to communicate with them.
(From Atlantic Journal of Communication, 2009)

achievement – достижение, успех
align v. with – присоединиться к
allocation – размещение, распределение
although – хотя; несмотря на
appear v. – являться
appropriation – присвоение, назначение
available – доступный
constituency – избирательный округ
constraint – ограничение,
dependency on – зависимость от
desired – желаемый
enrollment – регистрация, зачисление, внесение в списки
harness v. – использовать ( напр. власть)
justification - обоснование
outside – внешний
35
powerful – мощный, сильный, могучий
respond to v. – отвечать на
revenue – доход

constituency, justification, environment, resource, external, although, access,
well-financed.
II. Translate and memorize the following word combinations and phrases:
to control all the conditions, for obtaining the outcome, to increase their public
influence, power resource management, mediated information, to have the upper hand,
to influence the decisions, well-financed organizations, to achieve goals, affect one’s
survival, by requiring justification, to maintain funding, to respond to the demands,
state funding constraints, in relation to, in the eyes of community leaders, lawmaker,
perceived success, оutside agencies.
from Exercise II:
1. When does interdependence exist according to Pfeffer and Salancik? 2. Why
do many public relations researchers assume a resource dependency model when they
theorize about the organization–public relationship? 3. What did Heath show? 4. Who
showed how the Internet has allowed activist groups to harness the power of the Web
to become more powerful? 5. What organizations understand the communication
process better according to Kent? 6. What affects the ability of institutions to achieve
goals? 7. How have outside agencies increased their power over colleges and
universities? 8. What did Pfeffer suggest? 9. What is community college revenue
management best understood by? 10. Do community college funding allocation
formulas vary from state to state? 11. Why are community colleges an ideal type of
resource dependant organization to examine? 12. What theory aligns with dialogic
theory?
IV. Find in the text and copy out sentences in which conjunctions although and
because (of) are used. Translate them.
I. Choose the proper verb form and translate the sentences.

1. All four models ….. in the marketplace today to a greater or lesser extent in
36
various countries. 2. A well-written press release should ….. understanding of
current media practices and issues. 3. Community colleges were ….. to make higher
education accessible to everyone. 4. Primary funding typically ….. from sources other
than tuition and fees. 5. Resource dependency theory ….. the study of how the
external resources of organizations affect the behavior of the organization. 6.
Managers throughout the organization ….. that their success is tied to customer
demand. 7. The idea of dialogue in public relations is that organizations should
work ….. open relationships with individuals and groups. 8. Ideally, dialogic
contact with stakeholders is conducted by ….. professionals. 9. The ability of
management to act is ….. by resources.
(Missing verbs: trained, understand, created, is, to create, limited, exist,
comes, reflect)
II. Write down all possible questions to the following sentence.

Nonprofit organizations, including schools and universities, hospitals, and
human and social service agencies, use public relations in support of awareness
programs, fund-raising programs, staff recruiting.
III. Fill in prepositions:

1. Environments that contained high levels of resources can be less
unfriendly ….. the stability of organizations whereas those with low levels of
resources can increase the competition between the firms. 2. Acquiring the external
resources needed by an organization comes by decreasing the organization’s
dependence ….. others and/or by increasing other’s dependency on it. 3. Resource
dependency theory and institutional theory are both concerned ….. the relationship
between an organization and a set of factors in the environment. 4. Intermediaries
link buyers and sellers ….. geographically distinct markets. 5. Resource
dependency theory assumes that the organization makes active choices to achieve
availability ….. capital, knowledge, technology, resources. 6. As financial markets,
competitors, and customers become more global ….. scope, the firm may be
considered a member of a global organization field.
Keys: in, of, on, in, to, with.

1.Джеффри Пфеффер и Джеральд Салансик разработали подход к
изучению организации с точки зрения её ресурсной зависимости. 2. Взгляд на
организацию с точки зрения её ресурсной зависимости предполагает, что
значительное влияние на её деятельность оказывают факторы важнейших
внешних ресурсов. 3. Представление о ресурсной зависимости можно
определить как соединение модели стратегического соответствия
обстоятельствам и политической модели организации. 4. Внешняя среда
влияет на действия организации и обладает способностью ограничивать её
37
возможности. 5. Для долгосрочного выживания организации управление
внешней средой является не менее, а иногда и более важным, чем управление
внутренними организационными процессами. 6. Руководители должны уметь
распознавать, диагностировать и учитывать в своей работе существующее
многообразие интересов. 7. Уникальная модель управления организацией
создаётся на основе накопления опыта и постоянного обучения.
SPEAKING:
I. Explain and expand on the following:
1. Resource dependency theory is relevant because it posits that
organizational stability depends upon the ability to understand and use resources
effectively. (Kenton et al., 2004).
2. Resource dependency theory significantly contributes to explaining
behavior, structure, stability, and change of organizations.
II. If you choose a scientific career, what would you like to become and why?
TEXT 4
MEDIA MANAGEMENT
The relationship between politicians and the media, and more importantly
between the government and the media, will obviously involve a struggle between
what are apparently two different sets of interests. The journalist is supposed to be
attempting to seek out and present the facts, while the politician will want to ensure
that a news story reflects the ‘message’ that he or she wishes to convey. There is
nothing particularly new in the attempt of the political elites to try to control media
representations, as is revealed in various accounts of the development and growth of
political public relations from the early years of the twentieth century onwards.
However, this discussion will focus on the role of public relations over the past
two decades in Britain, a period which witnessed a rapid transformation in the role and
status of public relations within political culture. This expansion of public relations
activity has, unsurprisingly, been accompanied by an increasing reliance upon media
management strategies. Some commentators have pointed to the increasing use of the
‘soundbite’ and the ‘pseudo-event’as key strategies used by politicians to control
media representations of them and their policies.
The ‘news machine’, and particularly the television news, spends an enormous
portion of its time focusing on the political sphere, and journalists, like most people
with tight deadlines, find it hard to resist if their news gathering task is made easier for
them. Cockerell et al. (1984) note that, in reference to the workings of the British
38
parliament, ‘Very few journalists have had the incentive to dig deeper, to mine the
bedrock of power rather than merely scour its topsoil’. It is the broadcast journalists’
‘job’ to pick out the key details or important points of any political event or speech. If
that task is made easier, if the speech contains memorable phrases (soundbites) which
summarise the main points, then there is a good chance that these portions of the
speech will be selected and broadcast on the few minutes allotted to ‘story’ on the
broadcast news bulletins. Tony Blair’s phrase ‘tough on crime, tough on the causes of
crime’ from a speech made when he was shadow home secretary has entered the
national consciousness. It is indeed a memorable phrase, but it is important to
remember that being ‘tough’ and talking about being ‘tough’ was a carefully
constructed aspect of the Blair style.
McNair (1994) points out that many political speeches, which increasingly tend
to be loaded with soundbites, occur within the context of the ‘pseudo-event’, by which
he means the staged rally or the strictly controlled party conference. Obviously this
kind of political pseudo-event has a long history from Caesar entering Rome, after
another famous military victory, to the Nuremburg rallies in 1930s Germany.
Nevertheless, the impression of a united and adoring audience exulting in the
great and powerful leader is memorable and again creates an easy ‘story’ for the few
allotted minutes on the television news agenda. In Britain in the 1980s, the
Conservative Party, which was in government throughout the decade, increasingly
offered this image of a united party behind a strong leader, Margaret Thatcher.
Speeches by Thatcher and the Tory hierarchy at their party conferences were largely
successful in supplying the television news organisations with ‘easily reportable “bits”
of political information’ (McNair 1994) which tended to set the news agenda in the
party’s favour. By contrast, during much of the 1980s the Labour party was presented
in the media as being in a state of, at best, disarray, at worst, total disintegration.
After its election defeat in 1979, Labour went through a period of internal
‘ideological’ conflict and, at times, damaging splits occurred (several leading members
of the party left and formed the Social Democratic Party). Bitter internal conflicts
tended to be fought out at party conferences and the Labour Party leadership found it
difficult to impose control over events. Media organisations looking for a
representative few minutes for the news bulletins tended to reflect this bitter infighting
and there was little concerted attempt by the Labour Party leadership to influence the
news agenda. The contrast with the Tory Party, during the 1980s, was stark. The
perception was that the Tories were united, Labour was divided; the Tories had a
strong leader, Labour had a series of weak and ineffectual leaders; the Tories were in
control of events, Labour was at the mercy of them, and so on. The tightly controlled
and carefully staged party conferences allowed the leadership of the Conservative
Party to successfully manage media representations of them for a significant period of
time. Behind the scenes the party elite was far from united behind the powerful leader,
but it was behind the scenes where the personal and ideological disagreement, and the
subsequent bloodletting, occurred. Ministers were frequently sacked for being disloyal,
39
that is, disagreeing with Margaret Thatcher. Yet the fact that the media seemed to
be caught by surprise by the eventual internal coup d’état which ousted Thatcher as
party leader, and British prime minister, only reveals how successfully the media had
been ‘managed’ for much of her rule.
By the early 1990s the Labour Party led by Neil Kinnock, and under the
guidance of political public relations specialists like Peter Mandelson, was attempting
to emulate the success of the Tory Party in managing the media and setting news
agendas. There were significant failures in their attempts to stage manage media
opportunities but, on the whole, the Labour Party’s media managers learned from their
mistakes and, for most of the decade, including the general election success of 1997,
Labour was very successful at managing the media.
(By Jim R. Macnamara)

accompany v. – сопровождать, сопутствовать
adore v. – обожать; поклоняться
allot v. – распределить
apparently – очевидно; по-видимому
consciousness - сознательность
convey v. – сообщать, передавать
coup d’état - франц. государственный переворот
deadline – срок, последний срок
election – выборы, избрание
ensure v. – гарантировать, обеспечивать
exult v. – торжествовать; ликовать
mercy – милосердие, милость
to be at the mercy - быть в милости
mine v. - подкапываться под кого-либо; подрывать (репутацию)
obviously – очевидно, по-видимому
onwards – далее
pick out v. – отбирать, подбирать
pseudo-event – псевдособытие
rally - объединение
resist v. – сопротивляться; препятствовать
reveal v. – показывать, обнаруживать
seek out v. – разыскивать
soundbite – крепкая острота
stark – полный; абсолютный
topsoil – верхний слой (почвы)

40
politician, failure, elite, nevertheless, oust, eventual, unsurprisingly, pseudo-
event, consciousness, audience.
to emulate the success, to impose control, to be sacked for, under the guidance,
on the whole, the subsequent bloodletting, to oust someone as a party leader,
significant failures, present the facts, little concerted attempt, in various accounts,
over the past two decades, to witness a rapid transformation, the eventual internal coup
d’état, with tight deadlines, to mine the bedrock of power, to dig deeper, a united and
adoring audience, damaging splits, a memorable phrase, weak and ineffectual leaders,
different sets of interests, in the party’s favour.
from Exercise II:
1. What will the relationship between politicians and the media, and more
importantly between the government and the media involve? 2. Who is supposed to
be attempting to seek out and present the facts? 3. What will the politician want to
ensure? 4. Which period in Britain witnessed a rapid transformation in the role and
status of public relations within political culture? 5. What has this expansion of public
relations activity been accompanied by? 6. What are key strategies used by politicians
to control media representations of them and their policies? 7. Whose job is to pick out
the key details or important points of any political event or speech? 8. What is Tony
Blair’s memorable phrase? 9. Where do many political speeches occur according to
McNair? 10. What image did Margaret Thatcher offer in Britain in the 1980s? 11.
Whose speeches were largely successful in supplying the television news organisations
with ‘easily reportable “bits” of political information’? 12. Why did the Labour Party
leadership find it difficult to impose control over events in 1979? 13. Which party was
in control of events, and which one was at the mercy of them during the 1980s?
Explain why. 14. What reason were ministers frequently sacked for? 15. Did the
eventual internal coup d’état which oust Thatcher as party leader, and British prime
minister? 16. In what way was the Labour Party led by Neil Kinnock attempting to
emulate the success of the Tory Party by the early 1990s? 17. Was the Labour Party
successful at managing the media?
IV. Find in the text and copy out sentences in which linkers of contrast
nevertheless, however and by contrast are used. Translate them.
V. Make your own sentences with nevertheless, however and by contrast using
word combinations and phrases from Ex.II.
VI. Retell the above text using as many of the word combinations and phrases
41
Word-building: noun + ist: biology - biologist

noun + ian: mathematics - mathematician

science, motor, physic, sociology, art, music, physics, linguistics, history,
psychology, politics, journal.
II. Translate the sentences and define the italicized verb forms.
1. The leader’s “toughness” was selfconsciously built into his communicative
style as a matter of policy and strategy. 2. It was clear that bitterness existed within the
Tory Party as it had within the Labour Party. 3. There was no doubt about how the
audience was meant to respond. 4. Where one reading or frame comes to dominate
the way the media handles a story, readers/viewers with dissenting opinions may
find no reflection of their views in the mass media. 5. Professional communicators
need to be aware of the potential for good and harm contained in their messages. 6. By
contrast, his speech contains memorable phrases.
III. Write down all possible questions to the following sentence:

The generation of media is the bundling of internally and externally
generated content and its transformation into a medium.

1. Наиболее распространенным приёмом управления является управ-
ление самими СМИ. 2. В теориях массовой коммуникации новости выступают
в качестве основного объекта исследования. 3. Процесс манипулирования
может быть определен как недопустимый или неэтичный, если он направлен
на прямой обман потребителей информации. 4. Журналистов часто обвиняют
и в том, что неправильно описывая происходящее, они подрывают доверие к
правительству и способствуют росту политического цинизма. 5. Сегмен-
тирование информационного потока, манипулирование информацией предус-
матривает создание узкоцелевых информационных потоков, работающих на
совершенно конкретную цель. 6. Манипулирование – это процесс воздействия
на общественное мнение и поведение для его фокусирования в нужном
определённым политическим или общественным структурам направлении. 7.
Комплексным примером легального манипулирования служит технология
расстановки информационных акцентов во время выборной кампании.
SPEAKING:
I. Read the text and comment.
Information Management
__ Unit IV Advertising __________________________________________________________
42
All democratically elected governments must communicate with their
electorates. After all, in most theories of democratic government there is an
assumption that the government is the servant of the people, elected to carry out its
will. Just because governments have this duty to provide information to the general
public does not mean, of course, that they will not attempt to control and manipulate
the amount of, and kinds of, information they disseminate. Information management in
regard to government simply means the processes and procedures by which
governmental agencies disseminate the kind of information they want us to receive.
II. Explain the role of public relations in mass communication.
UNIT IV
TEXT 1
ADVERTISING

Advertising (or advertizing) is a form of marketing communication used to
persuade an audience to take or continue some action, usually with respect to a
commercial offering, or political or ideological support. In Latin, ad vertere means
"to turn toward".
The distinction between advertising and PR is more easily made: advertising
involves paying a medium (TV, radio, newspaper or magazine, for example) for
airtime or column inches in which to put across a promotional message. The content
of an ad is always controlled by the advertiser, unlike the content of editorial pages
or programmes, which are controlled by journalists. Public relations practitioners
try to persuade journalists to cover their products and services on the grounds of
newsworthiness. An ad doesn’t have to satisfy any news value – it just has to be
legal and paid for. The Institute of Practitioners in Advertising defines advertising
as follows: Advertising presents the most persuasive possible selling message to the
right prospects for the product or service at the lowest possible cost. Here, the
phrase ‘selling message’ distinguishes the two disciplines – PR aims not to increase
sales, but to increase understanding. Sometimes, of course, understanding a product
or service improves sales, but PR does not claim a direct causal link. However,
there are grey areas: corporate advertising is where an organisation purchases space
in a paper, magazine or broadcast programme to put across a general message about
itself, not its products. This message might extol its efforts to be green or socially
responsible, or it might put the management view in an industrial dispute or
takeover. The content of the message is likely to be PR-driven, related to the
corporate strategic aims of the organisation rather than product support. Another
grey area is the advertorial, where the space is bought, just like an ad, but is filled
__ Unit IV Advertising__________________________________________________________
43
with a text and images very similar to the surrounding editorial. This is increasingly
common in magazines and, although the word ‘advertorial’ is usually clear at the
top of the page, it’s in small print and the casual reader may well believe they are
reading another article about, say, skincare products. As a result they may believe
the text reflects the impartial view of the magazine rather than the more interested
view of an advertiser. The strength of advertorials over advertisements is that their
style and format give greater credibility to the products they are advertising, by
explaining them in apparently objective terms through a third party, the journalist.
NOTE
an ad = an advertisement (a public promotion of some product or service)

advertising – рекламирование, реклама
advertorial - объявление
airtime - эфирное время
causal – случайный, непреднамеренный
column – столбец
credibility – достоверность, правдоподобие
dispute – диспут, спор
distinction – различие
distinguish v.- выделить; различать
editorial – редакционный, редакторский
extol v.- превозносить
impartial - беспристрастный
legal - правовой
newsworthiness - новостная ценность
persuade v.- убеждать, склонить
persuasive - убедительный
practitioner - практик
promotional – рекламный
prospect – перспектива, планы на будущее
satisfy v.- удовлетворять
support - поддержка
takeover – захват, переворот; вступление во владение
* * *
The Institute of Practitioners in Advertising – институт практиков в области
рекламы
Unit IV Advertising __________________________________________________________
44

advertising, editorial, similar, distinguish, column, bought, persuade, casual,
newsworthiness, practitioner.
phrases, and write them out:
убедить аудиторию; сила рекламодателей через рекламу; идеологическая
поддержка; оплата средств массовой информации; за эфирное время или
дюймы столбцов; через третью сторону; донести через рекламное сообщение;
в отличие от содержания редакционных статей; практикующие специалисты
по связям с общественностью; на основании новостной значимости; правиль-
ные перспективы; беспристрастный вид журнала; чтобы удовлетворить
значение любой новости; доверие журналиста; это сообщение может
превозносить свои усилия; в результате; не претендует на непосредственную
причинную связь; быть цветущим и ответственным перед обществом; по
отношению к коммерческому размещению (предложению).
from Exercise II:
1. What is advertising? 2. What is it used for? 3. Is it derived from a Latin or
Greek word? 4. What is the distinction between advertising and PR? 5. Who are the
content of an ad and the content of editorial pages or programmes controlled by? 6.
What do public relations practitioners try to persuade journalists in? 7. What
presents the most persuasive possible selling message to the right prospects for the
product or service at the lowest possible cost? 8. Does PR aim to increase sales? 9.
What do grey areas mean? 10. Why is the advertorial another grey area? 11. Why is
the strength of advertorials over advertisements greater?
IV. Find in the text and copy out sentences in which linking expressions
however, although and as a result are used. What idea do they introduce? Translate
the sentences with them.

1. Media enterprises …. their services in form of content like information and
entertainment, as well as in form of advertising space. 2. Internationally, the largest
("big four") advertising conglomerates …. Interpublic, Omnicom, Publicis, and
WPP. 3. There is no intention ….. the reader into confusing the advertising
message with a news or feature report. 4. Advertising …. at the front of delivering
45
the proper message to customers and prospective customers. 5. The ultimate goal of
sales promotions is ….. potential customers to action. 6. Online advertising is a
form of promotion that …. the Internet and World Wide Web for the ….. purpose of
delivering marketing messages to attract customers. 7. Although many Internet
users search for ideas and products ….. search engines and mobile phones, a large
number of users around the world still use the address bar.
(Missing verbs: uses, to mislead, sell, to stimulate, using, are, expressed, is)
II. Write down all possible questions to the following sentence:
Virtual advertisements may be inserted into regular programming through
computer graphics.
III. a) Find in the above text adjectives in the comparative and superlative
degrees, write out phrases with them. b) Form the degrees of comparison of the
following adjectives:
grey, general, bad, stark, simple, promotional, many, impartial, small, good,
ideological, possible, persuasive, credible, responsible, conscious, vast, pospective,
controversial.
SPEAKING:
I. Study the following passage. Be ready to speak about the purpose of
advertising.
The purpose of advertising is to convince customers that a company's services
or products are the best, enhance the image of the company, point out and create a
need for products or services, demonstrate new uses for established products,
announce new products and programs, reinforce the salespeople's individual
messages, draw customers to the business, and to hold existing customers.
The purpose of advertising may also be to reassure employees or shareholders
that a company is viable or successful. Advertising messages are usually paid for
by sponsors and viewed via various old media; including mass media such as
newspaper, magazines, television advertisement, radio advertisement, outdoor
advertising or direct mail; or new media such as blogs, websites or text messages.
Commercial advertisers often seek to generate increased consumption of their
products or services through "branding", which involves associating a product name
or image with certain qualities in the minds of consumers. Non-commercial
advertisers who spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of
persuasion, such as a public service announcement (PSA).
Modern advertising was created with the innovative techniques introduced
with tobacco advertising in the 1920s, most significantly with the campaigns of
Edward Bernays, which is often considered the founder of modern, Madison
Avenue advertising. In 2010, spending on advertising was estimated at $143 billion
in the United States and $467 billion worldwide.
46
II. Comment upon the following problem. Share opinions.
Have you ever thought about the role of advertising in our lives? At present
it's almost everywhere: we see or hear a lot of advertisements on the TV sets, in the
underground, on billboards, in newspapers and in the public transport. Today it's
almost impossible to imagine our lives without advertisements. Don't you think so?
III. What is your favourite advert at the moment? Why do you like it?
TEXT 2
PUBLIC SERVICE ADVERTISING
The advertising techniques used to promote commercial goods and services

can be used to inform, educate and motivate the public about non-commercial
issues, such as HIV/AIDS, political ideology, energy conservation and
deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool
capable of reaching and motivating large audiences. The phrase "Advertising
justifies its existence when used in the public interest – it is much too powerful a
tool to use solely for commercial purposes" is attributed to Howard Gossage by
David Ogilvy.
Public service advertising, non-commercial advertising, public interest
advertising, cause marketing, and social marketing are different terms for (or
aspects of) the use of sophisticated advertising and marketing communications
techniques (generally associated with commercial enterprise) on behalf of non-
commercial, public interest issues and initiatives.
Virtually any medium can be used for advertising. Commercial advertising
media can include wall paintings, billboards, street furniture components, printed
flyers and rack cards, radio, cinema and television adverts, web banners, mobile
telephone screens, shopping carts, web popups, skywriting, bus stop benches,
human billboards and forehead advertising, magazines, newspapers, town criers,
sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors,
musical stage shows, subway platforms and trains, elastic bands on disposable
diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart
handles (grabertising), the opening section of streaming audio and video, posters,
and the backs of event tickets and supermarket receipts. Any place an "identified"
sponsor pays to deliver their message through a medium is advertising.
Radio advertisements are broadcast as radio waves to the air from a
transmitter to an antenna and thus to a receiving device. Airtime is purchased from
a station or network in exchange for airing the commercials. While radio has the
limitation of being restricted to sound, proponents of radio advertising often cite
47
this as an advantage. Radio is an expanding medium that can be found on air, and
also online.
Press advertising describes advertising in a printed medium such as a
newspaper, magazine, or trade journal. This encompasses everything from media
with a very broad readership base, such as a major national newspaper or magazine,
to more narrowly targeted media such as local newspapers and trade journals on
very specialized topics. A form of press advertising is classified advertising, which
allows private individuals or companies to purchase a small, narrowly targeted ad
for a low fee advertising a product or service. Another form of press advertising is
the display ad, which is a larger ad (which can include art) that typically runs in an
article section of a newspaper.
Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located on
main roads with a large amount of passing motor and pedestrian traffic; however,
they can be placed in any location with large amounts of viewers, such as on mass
transit vehicles and in stations, in shopping malls or office buildings, and in
stadiums.
Commentary
HIV/AIDS (ВИЧ/СПИД): Human immunodeficiency virus infection (HIV)

and acquired immune deficiency syndrome (AIDS) is a spectrum of conditions
caused by infection with the human immunodeficiency virus.
David Ogilvy was one of the true giants of advertising. His name is often
mentioned alongside other advertising legends like Leo Burnett, Bill Bernbach, and
Howard Luck Gossage. “The Father of Advertising” or “the original Mad Man” as
he is known today, founded the agency Ogilvy & Mather in 1948 when he was just
37 years old. Today, it has more than 450 offices in 169 cities.
Howard Luck Gossage (1917-1969): A copywriter who influenced ad makers
worldwide, Gossage drifted into advertising at age 36 in San Francisco and opened
his agency in 1957 to create riveting "conversations" with consumers. Gossage's
copy served Land Rover, Scientific American's International Paper Airplane
Competition, Eagle shirts, Paul Masson wines, the Sierra Club, Qantas Airways,
and Petrofina Oil Co. Even David Ogilvy loved the Gossage headline: "At 60 miles
an hour the loudest noise in this new Land Rover comes from the roar of the
engine.”

attribute to v. – приписывать (чему-либо, кому-либо)
banner – ам. заголовок крупными буквами
broadcast (broadcast) v. – передавать по радио (телевидению)
48
cart – тележка
deforestation – вырубка леса
diaper – узорчатое полотно
disposable – такой, которым можно располагать; свободный
educate v. – воспитывать, давать образование
encompass v. – заключать (в себе)
fee – гонорар, вознаграждение
for airing – для обнародования
guise – личина, маска, предлог
include v. – включать
on behalf of – от имени
pedestrian - пешеход
popup – неожиданное появление (на экране)
promote v. – содействовать распространению
purchase v. – покупать, приобретать
rack – вешалка
receipt – квитанция
solely - исключительно
sophisticated – искушённый в жизненных делах; лишённый наивности
shopping mall – торговый центр, универмаг

initiative, virtually, encompass, technique, pedestrian, behalf, non-commercial,
viewer, targeted, forehead.
to promote commercial goods and services, in its non-commercial guise, a
powerful educational tool, pedestrian traffic, for commercial purposes, different
terms for the use, virtually can be used, on behalf of non-commercial initiatives,
web banners, in exchange for airing the commercials, an expanding medium,
stickers on apples, large amounts of viewers, for a low fee.
III. Write some problem questions to the above text for class discussion.
IV. Find in the above text antonyms of the following words:

ineffectual, to exclude, small, incapable, seldom, to sell, narrow, minor, nothing,
commercial.
V. Find in the text and copy out sentences in which prepositions through and
from are used. Translate them.
49
Word-building: friend n. + ship = friendship (abstract noun)

relation, citizen, apprentice, censor, owner, leader, member, scholar, fellow,
kin, companion, dictator, sponsor, protector, seaman, master, partner, lord.
II. Find in the above text and copy out the sentence containing an abstact noun
with the suffix -ship and translate it.
III. Ask all types of questions to the following sentence:

Howard Gossage opened his agency in San Francisco in 1957.
IV. Complete the following sentences using the words from the box:
face mass on around viewpoint generally ingrained
1. Public service advertising is designed to inform the public …. issues that are
frequently considered to be in the general best interests of the community at large.
2. Public service advertising typically reflects a political ….. , philosophical theory,
religious concept or humanitarian notion. 3. When a person recognizes a familiar
….. on the television screen or on a billboard he will naturally look and at least
read the message. 4. These ads were effective because once you get the image …..
in your mind it is difficult to forget about it. 5. Non-profit groups and government
agencies commonly team up with private ….. media, promotion and advertising
firms to produce spots for radio, television and print media. 6. Public service
advertising campaigns are widespread …. the world. 7. This advertising is …..
produced and distributed on a cooperative basis by governmental agencies or non-
profit organizations.
V. Translate the following sentences into English:

1. Для того, чтобы рекламное сообщение достигло своей цели, нужно
учитывать особенности целевой аудитории. 2. Пресса является самым тради-
ционным способом распространения рекламного сообщения. 3. Популярность
социальных сетей, форумов и блогов сделала их основными площадками для
обмена мнениями по всем вопросам, включая покупки тех или иных товаров и
услуг. 4. Реклама - это часть маркетинговых коммуникаций, в рамках которой
производится оплаченное спонсором распространение неперсонализирован-
ной информации, с целью привлечения внимания к объекту рекламирования.
50
5. Политическая реклама часто выступает как средство борьбы за избирателей,
за их голоса. 6. Интересы общества в целом требуют оградить потребителей от
ложной и недобросовестной рекламы.
SPEAKING:
I. Study the following information. What is your opinion on the topic?
Infomercials
An infomercial is a long-format television commercial, typically five minutes
or longer. The word "infomercial" is a portmanteau of the words "information" and
"commercial". The main objective in an infomercial is to create an impulse
purchase, so that the target sees the presentation and then immediately buys the
product through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and commonly
have testimonials from customers and industry professionals.
II. If you had enough some of money to spend on advertising, what headline
would you choose to create riveting "conversations" with your consumers.Give your
reasons.
III. Advertise educational institution you are studying at. What do you like
there?
TEXT 3
АDVERTISEMENTS AND PUBLIC RELATIONS
Organizations need to pay for every single advertisement aired on television or

radio. Organizations also need to buy space/slots in various newspapers, TV Channels,
radio channels to advertise about their organization, product and service. Public
relations experts strive hard to gain publicity for their organization without spending
much. They organize various events, functions, shows, give interviews to media people
in order to create awareness about their organization and its products and services
among stakeholders, investors, partners, and target audience. Organizations even hire
celebrities or famous personalities who are popular among the crowd to enhance their
reputation.
Organizations have to pay for every advertisement and thus have a control over
its content. The Creative team of every organization has a full control of what goes
into the advertisement. This however does not happen in case of public relations. As a
public relations expert, you might give an impressive interview highlighting the USPs
of your organization’s products and services, but it entirely depends on media people
whether they telecast the complete interview or not. They have no obligation towards
you and your organization.
Advertisements generally have a longer shelf life as compared to press release.
A magazine can’t publish your interview or article daily or three or four times in a row
51
whereas consumers can view advertisements several times a day. They can recall a
product immediately when they see the advertisement. People can relate more with the
advertisements as compared to newsletters, press releases, video releases and so on.
Advertisements make a product as well as organization popular among the end-users.
Public relations experts need to be extremely creative and always on their toes.
They must master the art of putting thoughts into meaningful words which create
desired impact in the minds of potential customers. Public relations experts are the face
of an organization and it is really essential for them to be prepared to face several
questions from the media, stakeholders and end-users with a smile. A public relations
expert needs to meet several people in a single day and he just can’t complain. The
exposure is more in case of public relations than in advertising.
Public relations is more cost effective as compared to advertisements.
Organizations need to shell out handsome money for a simple advertisement on
billboard or for an advertisement aired during prime slots. They have to pay
irrespective of whether their advertisement gets noticed or not. Public relations
methods are more cost effective as compared to advertising. Public relations activities,
if planned carefully go a long way in creating a buzz among potential customers. A
public relations expert has to plan out an event where he has the chance of addressing a
large gathering. This way he gets a better opportunity to directly interact with the
potential customers and promote his products or services. He reaches to a wider
audience in much lesser costs in public relations as compared to a television or radio
advertisement. Smaller organizations thus largely depend on public relations activities
for maintaining and enhancing the reputation.
(By Jim Macnamara)
Commentary
USP: The unique selling proposition or unique selling point is a marketing
first proposed as a theory to explain a pattern in successful advertising campaigns of
the early 1940s.

air v. – передавать по радио (телевидению), транслировать
awareness - осведомленность, информированность, информирование
buzz – шумиха, ажиотаж, суета
complain v. – выражать недовольство, жаловаться
entirely – исключительно, совершенно
exposure – подвергание (риску, опасности)
gain v. – получить, приобрести, добиться
immediately - сразу, непосредственно, немедленно
irrespective of – независимо от
largely - в основном, во многом
meaningful - содержательный, конструктивный, осмысленный
newsletter – информационный бюллетень, информационная рассылка
52
obligation - обязательство, обязанность, долг
opportunity – возможность, шанс, перспектива
recall v. – вспоминать, помнить, припомнить, припоминать, напомнить
relate with v. – устанавливать отношение между чем-либо
row – строка, ряд
shell out v. – раскошелиться, выложить
slot – щель, вставка, “окно”
strive v. – прилагать все усилия, стремиться

advertise, advertisement, immediately, without, interview, carefully, compared,
toe, awareness, entirely.
целевая аудитория, улучшить репутацию, полный контроль, несколько раз
в день, быть лицом организации, проходить длинный путь, выложить щедрые
деньги, выступая при большом скоплении, конечные пользователи, не тратя
много, содержательные слова; чтобы получить огласку, желаемое воздействие
на умы, нанимать знаменитостей или известных личностей, с улыбкой,
продвигать продукцию или услуги, очень долго лежать на полке, быть очень
творческим и всегда активным, без страха отвечать на несколько вопросов.
from Exercise II:
1. Why do organizations need to pay for every single advertisement aired on
television or radio? 2. Who strives hard to gain publicity for their organization without
spending much? 3. What do they organize in order to create awareness about their
organization? 4. Why do organizations even hire celebrities or famous personalities? 5.
Who has a control over the content of every advertisement? 6. What depends on media
people? 7. Why do advertisements generally have a longer shelf life as compared to
press release? 8. Do public relations experts need to be extremely creative and always
on their toes? 9. Why must they master the art of putting thoughts into meaningful
words? 10. Why is the exposure more in case of public relations than in advertising?
11. Is public relations more cost effective as compared to advertisements? Explain
why. 12. Who gets a better opportunity to directly interact with the potential customers
and promote his products or services?
IV. Find in the text and copy out sentences in which prepositions into and for
53
V. Retell the above text using as many of the word combinations from Exercise II
as you can.

1. The term USP has ….. used to describe one's "personal brand" in the
marketplace. 2. This term was ….. by a television advertising pioneer Rosser
Reeves of Ted Bates & Company. 3. The most basic form of media content analysis
….. positive, negative, and neutral ratings. 4. This categorisation is done ….. on the
belief that positive coverage supports achievement of objectives. 5. His article may
….. in media that do not reach target audiences. 6. The magazine ….. your interview
in a row yesterday. 7. Public relations pioneer Edward Bernays ….. the creation and
use of press releases.
(Missing verbs: is, published, been, refined, appear, developed, based)
II. Explain in English the meaning of:

an advertisement, public relations, an interview, publicity, creative.

Organizations have to pay for every advertisement.
IV. Fill in prepositions:

1. A newsletter is a regularly distributed publication that is generally …..
one main topic of interest to its subscribers. 2. Newsletters are often distributed …..
schools to inform parents about things that happen in that school. 3. Some
newsletters are created as money-making ventures and sold directly …..
subscribers. 4. Public organizations emit newsletters ….. order to improve or
maintain their reputation in the society. 5. A press release is a written or recorded
communication directed at members ….. the news media. 6. A press release
provides reporters ….. an information subsidy containing the basics needed to
develop a news story.
Keys: of, in, about, with, at, to.
SPEAKING:
Celebrity Branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or
products. Advertisers often advertise their products, for example, when celebrities
share their favorite products or wear clothes by specific brands or designers.
54
Celebrities are often involved in advertising campaigns such as television or
print adverts to advertise specific or general products. The use of celebrities to
endorse a brand can have its downsides, however; one mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China,
swimmer Michael Phelps' contract with Kelloggs was terminated, as Kellogg's did
not want to associate with him after he was photographed smoking
marijuana. Celebrities such as Britney Spears have advertised for multiple products
including Pepsi, Candies from Kohl's, Twister, and Toyota.
II. Imagine you are a clerk of a company. Advertise your product.

III. What different methods of advertising do you know? Which do you think
is the most effective?
TEXT 4
LOBBY
Lobbying (also lobby) is the act of attempting to influence decisions made

by officials in the government, most often legislators or members of regulatory
agencies. Lobbying is done by many types of people, associations and organized
groups, including individuals in the private sector, corporations, fellow legislators
or government officials, or interest groups.
Lobbyists may be among a legislator's constituencies, meaning a voter or
block of voters within his or her electoral district, or not; they may engage in
lobbying as a business, or not. Professional lobbyists are people whose business is
trying to influence legislation on behalf of a group or individual who hires them.
Individuals and nonprofit organizations can also lobby as an act of volunteering or
as a small part of their normal job. Governments often define and regulate
organized group lobbying that has become influential.
This system is a very important resource that governments use – and it could
be argued abuse – for keeping control of information flows to the media and hence to
the general public. It is also clear, despite claims to the contrary by those who have
utilised it, that it is a unique system within Western democracies. This does not mean
that other governments do not attempt to manage information – of course they do – but
it is normal practice to appoint a party political spokesperson who openly represents
the government position and is attributable.
The ethics and morality of lobbying are dual-edged. Lobbying is often
spoken of with contempt when the implication is that people with inordinate
socioeconomic power are corrupting the law (twisting it away from fairness) in
order to serve their own interests. When people who have a duty to act on behalf of
others, such as elected officials with a duty to serve their constituents' interests or
55
more broadly the public good, stand to benefit by shaping the law to serve the
interests of some private parties a conflict of interest exists. Many critiques of
lobbying point to the potential for conflicts of interest to lead to agent misdirection
or the intentional failure of an agent with a duty to serve an employer, client, or
constituent to perform those duties. The failure of government officials to serve the
public interest as a consequence of lobbying by special interests who provide
benefits to the official is an example of agent misdirection.
In contrast, another side of lobbying is making sure that others' interests are
critique defended against others' corruption, or even simply making sure that
minority interests are fairly defended against mere tyranny of the majority. For
example, a medical association may lobby a legislature about increasing the
restrictions in smoking prevention laws, and tobacco companies lobby to reduce
them: the first regarding smoking as injurious to health and the second arguing it is
part of the freedom of choice.
All the national newspapers and television and radio broadcasters are
represented in the Lobby. Clearly the Lobby works well for the media, in the sense that
it is relatively easy to obtain a news ‘story’ in time for the eveningnews or the morning
editions. It also works well for the government of the day by providing a system of
information management which allows it to control and structure the media’s political
news agendas.

abuse – злоупотребление
attempt v. – пытаться, предпринимать
be dual-edged – перен. быть обоюдоострым
claim – иск, претензия
contempt - презрение
constituency – избирательный округ, электорат
defend v. – отстаивать, поддерживать (мнение)
define v. – определять
engage v. – заниматься
fairly – справедливо
injurious - вредный
legislator – законодатель
legislature - законодательная власть
lobby v. – ам. пытаться воздействовать на членов парламента в пользу
того или иного законопроекта
mere - простой
on behalf of – от имени
prevention - предотвращение
volunteering – добровольчество, волонтёрство
voter – избиратель
56

сritique, tyranny, legislature, consequence, failure, corruption, injurious,
fairly, lobbyist, attributable.
интересы меньшинства; влиять на решения; назначить партийно-
политического представителя; вредно для здоровья; группы по интересам; от
имени человека, который нанимает их; коллеги – законодатели; можно
утверждать о злоупотреблении; не пытаются управлять информацией; кто
открыто представляет позицию правительства; повестка дня для политических
новостей средств массовой информации; умышленное бездействие;
поворачивая его (закон) от справедливости; чтобы служить интересам своих
избирателей; стараются выиграть от создания закона; указывают на
возможность конфликтов; законы по профилактике курения.
from Exercise II:
1. What is lobby? 2. Who is lobbying usually done by? 3. What are
professional lobbyists? 4. Do governments define and regulate organized group
lobbying? 5. Why is this system a very important resource? 6. Do all governments
attempt to manage information? 7. Why are the ethics and morality of lobbying dual-
edged? 8. What do many critiques of lobbying point to? 9. Is the failure of
government officials to serve the public interest as a consequence of lobbying by
special interests an example of agent misdirection? 10. What another side of
lobbying do you know? Give an example. 11. Are all the national newspapers and
television and radio broadcasters represented in the Lobby? 12. Does the Lobby work
well for the media and the government? Why?
IV. Retell the above text using as many of the word combinations and phrases
I. Choose the correct alternative in each of the following sentences.

1. Virtually any medium can be used for advertising / crowd manipulation.
2. More and more people live in a customer / consumer society.
3. Television programmes are regularly interrupted by commercials / announcements.
4. The spokesperson / legislator travels to target cities and spreads the word about a
product or service.
57
5. The streets of our cities are full of advertisements / propaganda.
6. In some fashion magazines there is more publicity / advertising than there are
articles.
7. The launch / take off of an advertising campaign / attack for a new premiere in the
famous theater was accompanied by massive fame/publicity.
8. Products with well-known logos / brands are always very popular.
II. Some of the following sentences have mistakes in the use of the verb forms.
Correct those you think are wrong, using present simple, past simple or present perfect
forms. Use the italicized time expressions to help you.
Example: All my life, I loved going to the cinema. - Wrong.

All my life, I have loved going to the cinema.
1. This public relations specialist already established and maintained relationships

with an organization's target audience.
2. During the 1990s specialities for communicating to certain audiences emerged, such
as investor relations or technology PR.
3. One of the most famous campaigns of Bernays has been the women's cigarette
smoking campaign in 1920s.
4. All my life, I work with various media for the purpose of informing the public of
an organization's policies.
5. The first modern colour prints began to be produced around the year 1850.
6. This is the most effective political poster he ever designed to protest against the
atomic bomb.
7. In recent times, the Internet becomes the latest and most popular mass medium.
8. Commercial advertisers have usually sought to generate increased consumption of
their products or services through "branding".

This group of persons will be engaged in trying to influence legislators or
other public officials in favor of a specific cause.
IV. Find in the text and copy out sentences in which linking expressions despite,
in contrast, such as and for example are used. What idea do they introduce?
Translate the sentences with them.
V. Read the sentences below. Choose the correct form.

1. Print media use a physical object such as / for example a newspaper, book,
pamphlet or comics, to distribute their information.
2. In contrast/ despite, the organization hired public relations experts who created its
positive image in the minds of target audiences through arguments and reasoning.
58
3. He was not satisfied, in contrast / despite creating a positive image of this brand in
the minds of target audiences.
4. For example / Such as, a public relations expert showed how communication
technologies enabled organizations to increase their public influence.
5. Such as/ For example, the expansion of public relations activity has been
accompanied by an increasing reliance upon media management strategies.
6. Despite / In contrast bitter internal conflicts, she became the leader of the party.
7. In contrast / Despite, this type of advertising focuses upon using celebrity fame
and popularity.
8. Ministers were frequently sacked for being disloyal, despite/ in contrast
disagreeing with the Prime Minister.
9. Nonprofit organizations rely on free modes of persuasion, such as / for example
a public service announcement.
VI. Which of the linking expressions in Exercise V:

a) introduces a contrasting idea?
b) introduces clarification?
SPEAKING:
I. Do you agree with such definition? Share your opinions on the topic.
Lobbying refers to the activities of individuals, acting either for

themselves or on behalf of others, that attempt to influence political decision
makers. Lobbying as an activity is usually informal, that is, communication
between lobbyists and political decision makers is seldom public. Lobbying has
come to be synonymous with so-called special interests, the implication being that
lobbying and lobbyists somehow work against "the will of the people."
(From Encyclopedia of Business)
II. Comment on the following.
The main aim of advertisers is to attract your attention and then to make you
buy this or that product whether you like it or not. There are intrusive
advertisements for example those on the TV; in such a case you understand the aims
of advertisers and it's more difficult for them to make you buy their product. The
only way to make you buy it is to persuade you with the help of logical arguments
that you really need it.
Unit V Reputation_____________________________________________________________
59
UNIT V
TEXT 1
REPUTATION
Reputation of a social entity (a person, a social group, an organization) is an

opinion about that entity, typically a result of social evaluation on a set of criteria. It is
important in business, education, online communities, and many other fields.
Reputation may be considered as a component of identity as defined by others.
Reputation is known to be a ubiquitous, spontaneous, and highly efficient
mechanism of social control in natural societies. It is a subject of study in social,
management and technological sciences. Its influence ranges from competitive
settings, like markets, to cooperative ones, like firms, organisations, institutions and
communities. Furthermore, reputation acts on different levels of agency, individual and
supra-individual. At the supra-individual level, it concerns groups, communities,
collectives and abstract social entities (such as firms, corporations, organizations,
countries, cultures and even civilizations). It affects phenomena of different scales,
from everyday life to relationships between nations. Reputation is a fundamental
instrument of social order, based upon distributed, spontaneous social control.
Until very recently the cognitive nature of reputation was substantially ignored.
This has caused a misunderstanding of the effective role of reputation in a number of
real-life domains and related scientific fields. In the study of cooperation and social
dilemmas, the role of reputation as a partner selection mechanism started to be
appreciated in the early 1980s.
Working toward such a definition, reputation as a socially transmitted (meta-)
belief (i.e., belief about belief) concerns properties of agents, namely their attitudes
toward some socially desirable behaviour, be it cooperation, reciprocity, or norm-
compliance.
Reputation plays a crucial role in the evolution of these behaviours: reputation
transmission allows socially desirable behaviour to spread. Rather than concentrating
on the property only, the cognitive model of reputation accounts also for the transmis -
sibility and therefore for the propagation of reputation.
A recommendation can be extremely precise; in the stock market, for example,
an adviser, when discussing the reputation of a bond, can supplement his informed
opinion with both historical series and current events. On the other hand, in informal
settings, gossip, although vague, may contain precious hints both to facts ("I've been
told this physician has shown questionable behavior") and to conflicts taking place at
the information level (if a candidate for a role spreads defamatory about another
candidate, who should you trust?).
Moreover, the expression "it is said that John Smith is a cheater" is
intrinsically a reputation spreading act, because on the one hand it refers to a
(possibly false) common opinion, and on the other hand the very act of saying "it is
said" is self-assessing, since it provides at least one factual occasion when that
60
something is said, exactly for the fact the person who says so (the gossiper), while
appearing to spread the saying a bit further, may actually be in the phase of
initiating it.

account v. for – служить причиной чего-л., объяснять
affect v. – влиять, воздействовать
appreciate v. – оценивать
cheater - мошенник, обманщик, жулик, шулер
cognitive - познавательный
concern v. - касаться, относиться
consider v. – рассмотреть, рассматривать, изучить, обдумать
defamatory- клеветнический, дискредитирующий
desirable - желательный, целесообразный
entity – организация, предприятие, субъект
evaluation – оценка, оценивание
furthermore – кроме того, более того
gossip - сплетня, болтовня, злословие
hint – намёк
intrinsically – неразрывно. изначально
norm-compliance – соответствие нормам
precious – манерно-изысканный
precise – точный, чёткий
range v. from – колебаться в известных пределах
reciprocity - взаимность, обоюдность, взаимопомощь, взаимодействие
related – связанный, относящийся
self-assessing - самооценка
substantially – существенно, значительно, основательно
transmissibility - передаваемость
ubiquitous – вездесущий, повсеместный
vague – неопределённый, туманный, неясный, непонятный

evaluation, ubiquitous, precise, supra-individual, although, criteria, furthermore,
spontaneous, behaviour, compliance.
более того; репутация социального субъекта; сплетник; конкурентные
параметры; на различных уровнях учреждения; начала оцениваться; весьма
Unit V Reputation _____________________________________________________________
61
высокоэффективный механизм социального контроля; смежные научные об -
ласти; явления разных масштабов; общественная оценка; познавательная
модель репутации; при возникновении распространения сказанного; на
фондовом рынке; один фактический случай; до недавнего времени; была по
существу проигнорирована; неразрывно является актом распространения
репутации; основной инструмент общественного порядка; непонимание
эффективной роли репутации; распространённое мнение; могут содержать
манерно-изысканные намёки; распространяет клевету о другом кандидате; в
неформальной обстановке.
III. Ask your own questions to the text for class discussion.
IV. Find in the text synonyms of the following words:

associated, various, choice, decisive, lately, conduct, incorrect, fame, to hold.
Word-building: differ v. + ent = different adj.

depend, exist, insist, persist, reminisce, coincide, consist, provide, string,
respond, cohere, impend , emerge.
II. Find in the above text and copy out sentences containing adjectives with the
suffix -ent, translate them.
NOTE:
A limited number of nouns have irregular plural forms, for example, some words of
Greek or Latin origin. They have kept their own plural endings:
calculus - calculi
III. Give the correct form of the plural of the given borrowed nouns:
analysis, crisis, thesis, formula, datum, referendum, memorandum, medium,
corrigendum.
IV. Give the singular of each of the following:
bases, hypotheses, media, stimuli, indices, spectra, fora, millennia.
V. Find in the above text and copy out sentences in which irregular plural
forms are used, translate them.
62
VI. Complete the following sentences using the words from the box:
towards its of as such most itself
1. There are many different and often conflicting models ….. reputation. 2.
Behaviors ….. as advocacy, commitment and cooperation are key positive outcomes
of a positive reputation. 3. The consequences of reputation reside in the behaviors
that stakeholders demonstrate ….. a company. 4. Reputation is one of the …..
valuable forms of "capital" of a company. 5. He acquired a reputation ….. a public
relations expert before he started creating the positive image of the organization. 6.
A person’s reputation is as fragile and vulnerable as human life ….. . (Robert
Traver) 7. Many companies rely on reputation transfer as a means of transferring
the good reputation of a company and ….. existing products to new markets and
new products.
VII. Find in the above text and copy out sentences in which linking expressions
therefore, on the other hand, moreover, furthermore and namely are used. What
idea do they introduce? Translate the sentences with them.
SPEAKING:
I. Discuss the following questions. Use the topical vocabulary.
1) What constitutes a ‘good’ reputation?
2) How does public relations’ history help explain the reputation of the industry
today?
3) What do you think would improve the standing of public relations in society?
II. Study the following information. What is your opinion on the topic?
Reputation
Better regarded companies build their reputations by developing practices that
integrate economic and social considerations into their competitive strategies. They not
only do things right – they do the right things. In doing so, they act like good citizens.
They initiate policies that reflect their core values; that consider the joint welfare of
investors, customers, and employees; that invoke concern for the development of local
communities; and that ensure the quality and environmental soundness of their
technologies, products and services.
TEXT 2
REPUTATION MANAGEMENT
I.Read and translate the text.
63
Many businesses have public relations departments dedicated to managing
their reputation. In addition, many public relations firms describe their expertise in
terms of reputation management. The public relations industry is growing due to the
demand for companies to build corporate credibility and hence reputation.
Incidents which damage a company's reputation for honesty or safety may cause
serious damage to finances. For example, in 1999 Coca-Cola lost $60 million (by its
own estimate) after schoolchildren reported suffering from symptoms like
headaches, nausea and shivering after drinking its products.
Despite the rising interest in reputation, few companies have reputation
officers. Although many companies will say company reputation is the job of the
CEO, managing reputation is a daily function and can best be given to an individual
in the organization.
For example, Hoover's has a list of officers with the term "reputation" in
their titles. Foro de Reputación Corporativa is a group of 11 companies in Spain
that has reputation officers. Despite the great interest in reputation, there only
remain 25 or fewer people as reputation officers. Some would argue reputation-
building and protection is the job of the CEO and not any direct report. Others
would say that the CEO has too many responsibilities to focus on reputation.
Reputation can be managed, accumulated and traded in for trust,
legitimization of a position of power and social recognition, a premium price for goods
and services offered, higher customer loyalty, a stronger willingness among
shareholders to hold on to shares in times of crisis, or a stronger readiness to invest in
the company's stock. Therefore, reputation is one of the most valuable forms of
"capital" of a company.
According to Joachim Klewes and Robert Wreschniok, delivering
functional and social expectations of the public on the one hand and manage to build a
unique identity on the other hand creates trust and this trust builds the informal
framework of a company. This framework provides "return in cooperation" and
produces reputation capital. A positive reputation will secure a company or
organisation long-term competitive advantages. The higher the Reputation Capital, the
less the costs for supervising and exercising control.
The stakeholder theory says corporations should be run for the benefit of all
"stakeholders," not just the shareholders. Stakeholders of a company include any
individual or group that can influence or is influenced by a company's practices. The
stakeholders of a company can be suppliers, consumers, employees, shareholders,
financial community, government, and media. Companies must properly manage the
relationships between stakeholder groups and they must consider the interest(s) of each
stakeholder group carefully. Therefore, it becomes essential to integrate public
relations into corporate governance to manage the relationships between these
stakeholders which will enhance the organization's reputation. Corporations or
institutions which behave ethically and govern in a good manner build reputational
capital which is a competitive advantage.
64
According to Fombrun, a good reputation enhances profitability because it
attracts customers to products, investors to securities and employees to its jobs. A
company's reputation is an asset and wealth that gives that company a competitive
advantage because this kind of a company will be regarded as a reliable, credible,
trustworthy and responsible for employees, customers, shareholders and financial
markets.
Reputation is a reflection of companies’ culture and identity. Also, it is the
outcome of managers' efforts to prove their success and excellence. It is sustained
through acting reliably, credibly, trustworthily and responsibly in the market. It can be
sustained through consistent communication activities both internally and externally
with key stakeholder groups. This directly influences a public company's stock prices
in the financial market. Therefore, this reputation makes a reputational capital that
becomes a strategic asset and advantage for that company. As a consequence, public
relations must be used in order to establish long lasting relationships with the
stakeholders, which will enhance the reputation of the company.
Commentary
Hoover is a surname, an Anglicized form of the German Huber, original-
ly designating a landowner or a prosperous small farmer.
The Foro de Reputación Corporativa (fRC, Corporate Reputation Forum)
is a not-for-profit organisation founded in September 2002 by Agbar, BBVA,
Telefónica and Repsol-YPF, as a place for encounters, analysis and dissemination
of corporate reputation trends, tools and management models.
The fRC’s interest in reputation arises from its conviction of its impact in
creating value for the companies making it up and their interest groups. The fRC
has a revolving chair and secretariat, such that such functions are carried on by a
different member company each year.
CEO: A chief executive officer describes the position of the most senior
corporate officer (executive) or administrator in charge of managing a for - profit
organization. The CEO of a corporation or company typically reports to the board
of directors and is charged with maximizing the value of the entity.

argue v.- спорить, аргументировать
asset – актив; ценное качество
behave v.- вести себя, поступать
benefit – выгода, польза
cause v.- быть причиной; заставлять
credibility - доверие
demand – спрос, потребность, требование
due to – из-за, вследствие, по причине
enhance v.- повышать, улучшать
65
framework – структура, основа
headache – головная боль
hence – следовательно
honesty – честность, правдивость
incident – инцидент, происшествие
legitimization – узаконение, легитимация
long-term – долгосрочный, длительный
nausea – тошнота, морская болезнь
on the one hand – с одной стороны
on the other hand – с другой стороны
properly – должным образом, правильно
remain v. – оставаться
responsibility – ответственность
shareholder – акционер
stakeholder - заинтересованная сторона, посредник
suffer from v. – страдать, испытывать, терпеть
sustain v. – поддерживать
trade v.-обменивать(ся), использовать в личных целях
unique – уникальный, замечательный в своём роде
willingness – готовность

nausea, headache, legitimization, unique, government, ethically, success,
employee, shareholder, readiness.
II. Find in Text 2 English equivalents for the following word combinations
and phrases and write them out:
отражение культуры и самобытности компаний; ведомства по связям с
общественностью; повредить репутации компании; построить корпоративное
доверие; конкурентное преимущество; сосредоточиться на репутации; репутация
может накапливаться и обмениваться на доверие; страдающие от симптомов;
легитимация позиции силы; доказать свой успех и превосходство; в период
кризиса; самые ценные; на благо всех заинтересованных сторон, достоверно и
ответственно, несмотря на большую заинтересованность в репутации, создаёт
доверие; управлять отношениями должным образом; через последовательную
коммуникативную деятельность.
III. Answer the following questions using the words and phrases from
Exercise II:
1. What departments do many businesses have? 2. The public relations
industry is growing due to the demand for companies to build corporate credibility
and reputation, isn’it? 3. What may incidents which damage a company's reputation
66
for honesty or safety cause? Give an example. 4. How many reputation officers do
companies have? 5. Who is a daily function of managing reputation usually given to
in the organization? 6. What organisation is a group of 11 companies that has repu -
tation officers? 7. Why is reputation one of the most valuable forms of "capital" of a
company? 8. What builds the informal framework of a company according to Joachim
Klewes and Robert Wreschniok? 9. Why will a positive reputation secure a company
or organisation long-term competitive advantages? 10. Which theory says that
corporations should be run for the benefit of all "stakeholders," not just the
shareholders? 11. Why does it become essential to integrate public relations into
corporate governance to manage the relationships between the stakeholders? 12. What
corporations or institutions can build reputational capital? 13. Is it a competitive
advantage? 14. When will a company be regarded as a reliable, credible, trustworthy
and responsible for employees, customers, shareholders and financial markets? 15.
What is a reflection of companies’ culture and identity? 16. What must be used in
order to establish long lasting relationships with the stakeholders, which will enhance
the reputation of the company?
IV. Find in the text and copy out sentences in which prepositions between
and among are used. Translate them.
V. Find in the above text synonyms of the following words:
owing to, secure, to withstand, successive, duly, to consider, pupils.
Word-building: bright adj. + ness = brightness n.

abrupt, aware, dark, large, mean, open, light, friendly, persuasive, quick, quiet,
rich, sick, unique, innovative, abstractive, sensitive, loud.
II. Find in the above text nouns with the suffix –ness, copy them out and
translate.
III. Choose the correct alternative in each of the following sentences.
1. A (poor/good) corporate reputation can cause considerable commercial
damage. 2. Reputation can be sustained (across/through) consistent communication
activities both internally and externally with key stakeholder groups. 3. Lloyds Bank
starts every board (collection/meeting) not with sales or the balance sheet, but with
reputation. 4. Employees of a company are not only stakeholders themselves but also
a channel of (communication/responsibility) with other stakeholder groups. 5. The
alternative approach is to be reactive: to respond with (reputation/communication)
enhancing measures to whatever situation a business finds itself in. 6. These results are
67
used to create reputation through marketing and communications strategies across all
platforms, including social (environment/media). 7. There are some reputation
(experts /officers) in this company due to the rising interest in reputation.
IV. Find in the above text and copy out sentences in which linking
expressions therefore, on the other hand, on the one hand, although, hence, in
addition, and because are used. What idea do they introduce? Translate the sentences
with them.
V. Ask all types of questions to the following sentence:
Public relations must be used in order to establish long lasting relationships
with the stakeholders.
VI. Translate the following sentences into English:

1. Главный исполнительный директор определяет общую стратегию
предприятия, принимает решения на высшем уровне. 2. Управление
репутацией – это методика выявления факторов, влияющих на репутацию
компании или частного лица. 3. Основная задача управления репутацией
состоит в уменьшении негативной информации в результатах поиска. 4. В
некоторых случаях использование грязных методов управления репутацией
может негативно отразиться на компаниях, если их попытки скрыть
негативную информацию проваливаются. 5. Многие агентства очень серьёзно
относятся к вопросу репутации клиентов, с которыми они работают.
SPEAKING:
I. Explain why reputation management is so important.
II. Discuss the following question:
What can you do to enhance your own sense of self, so you don't feel the urge to
bring others down, and therefore, have a positive impact on others?
TEXT 3
CAUSES AND CONSEQUENCES OF REPUTATION
Terminology such as reputation, branding, image and identity is often used

interchangeably, or to distinguish differences between related constructs. Much of
this confusion has been alleviated by recent work integrating reputation models in
terms of underlying psychological theory. According to Money and Hillenbrand
reputation models can be placed in a framework that relates to reputation, its causes
and its consequences. In this approach it is important not only to understand
reputation, but also to identify the causes of reputation and its consequences.
Reputation however is not something that can be owned, but develops as a
result of how a business is perceived by its key stakeholders, such as customers,
68
employees, suppliers and the press, with each group holding a different perspective
according to their particular expectations. Yet while it cannot be controlled, it is
possible to influence how your business is perceived through developing an
understanding of each stakeholder group and using the resulting insight for action.
Causes of reputation are seen to reside in stakeholder experiences.
Stakeholder experiences relate to a company's day-to-day business operations, its
branding and marketing and "noise" in the system, such as the media and word of
mouth. Further causes of reputation may include the perceived innovativeness of a
company, the customers' expectations, the (perceived) quality of the company's
goods and services and the subsequent customer satisfaction, all of which differ
according to the respective customers' cultural background.
Influencing reputation is inevitably a slow-burn of a job that requires
commitment from the whole organisation and the ability to monitor, analyse, and act
on stakeholder perceptions of the brand or business.
Reputation is seen to reside in the beliefs that stakeholders hold about a
company (the cognitive element) and the feelings that stakeholders have about a
company (the affective element). While the cognitive element of reputation can
reflect the uniqueness of a company or of products in term characteristics such as
brand attributes (whether an organisation is delivering high quality products, is
international, friendly etc.), the affective element is always evaluative. In other
words, it gives an indication of whether stakeholders like, admire or trust a
company and its attributes. A unique and distinctive cognitive evaluation of a
company only has value if this results in a positive affective evaluation and positive
consequences of reputation.
(From http://www.catalyst.com/news/archive/2014/)

admire v. – восхищаться
alleviate v. – облегчать
commitment – обязательство
confusion – путаница, неразбериха
consequence – следствие, последствие
distinctive - отличительный
distinguish v. – выделить, различать
inevitably - неизбежно
interchangeably – взаимозаменяемым образом
perceive v. – воспринимать, осознавать
relate to v. - относятся к
reside v. – пребывать, находиться
slow-burn – зд.медленное увлечение чем-либо
subsequent – последующий
69

consequence, interchangeably, uniqueness, image, evaluative, admire.
to be used interchangeably, the perceived innovativeness, to distinguish
differences, cognitive evaluation, underlying psychological theory, consequences of
reputation, to reside in the beliefs, to be placed in a framework, perceptions of the
brand, cultural background, to identify the causes, the resulting insight, a slow-burn,
the ability to monitor, much of this confusion, according to their particular
expectations.
III. Ask your own questions to the text for class discussion.
IV. Explain in English the meaning of:

terminology, important, unique, value, psychological.
applicants about early interested reputation small it
1. In the study of cooperation and social dilemmas, the role of reputation as a

partner selection mechanism started to be appreciated in the ….. 1980s. 2. Online
….. is a factor in any online community where trust is important. 3. Employers have
begun using the online reputations of job ….. to help their hiring choices. 4.
Reputation management companies work for ….. and large companies. 5.
Reputation management is essential for ensuring that your business presents itself in
the way that you want ….. to be presented. 6. Without reputation management,
these people might see only negative information ….. your company and decide to
take their business elsewhere. 7. A lot of people are ….. in reputation management.
II. Find in the above text and copy out sentences in which linking expressions
as a result of, in other words, such as and but are used. What idea do they introduce?
Translate the sentences with them.
III. Translate the following sentences. Say which of the linking expressions:
70
a) introduces an alternative idea?
b) introduces a clarification?
c) introduces a reason?
d) introduces rephrasing and correcting?
1. A chief executive officer did not reach the required standard. In other words, he
failed.
2. I didn’t meet the adviser, but I discussed the reputation of a bond with the manager
and supplemented his informed opinion with current events.
3. Her son met his wife as a result of an advertisement, he inserted in a newspaper.
4. Media relations involves working with various media such as a newspaper, book,
pamphlet or comics, to distribute their information.
5. As a result we believe the text reflects the impartial view of the magazine.
6. Experts of the Reputation Institute will track the emotional connection between a
company and its stakeholders alongside perceptions of rational connections, such as
perceptions on products, services, innovation, workplace, and citizenship.
SPEAKING:
I. Discuss the arguments for the following problem. Make use of the
vocabulary of the topic.
The convergence of globalization, instantaneous news and online citizen
journalism magnifies any corporate wrongdoing or misstep. Barely a day goes by
without some company facing new assaults on its reputation. Reputation recovery is
the long and arduous path to rebuilding equity in a company's good name. Research
has found it takes approximately 3.5 years to fully recover reputation.
II. Explain and expand on the following:

How would you like your relationships to be?
TEXT 4
IMAGE vs. REPUTATION
Image and reputation are distinct objects. Both are social in two senses: they
concern properties of another agent (the target's presumed attitude toward socially
desirable behavior), and they may be shared by a multitude of agents. However, the
two notions operate at different levels.
Image is a global or averaged evaluation of a given target on the part of an
agent. It consists of (a set of) social evaluations about the characteristics of the target.
Image may concern a subset of the target's characteristics, i.e., its willingness to
comply with socially accepted norms and customs, or its skills (ways), or its definition
as pertaining to a precise agent. Indeed, we can define special cases of image,
including third-party image, the evaluation that an agent believes a third party has of
71
the target, or even shared image, that is, an evaluation shared by a group. Not even this
last is reputation, since it tries to define too precisely the mental status of the group.
Reputation, as distinct from image, is the process and the effect of
transmission of a target image. To be more precise, we call reputation transmission a
communication of an evaluation without the specification of the evaluator, if not for a
group attribution, and only in the default sense. More precisely, reputation is a
believed, social, meta-evaluation; it is built upon three distinct but interrelated objects:
1. a cognitive representation, or more precisely a believed evaluation - this
could be somebody's image, but is enough that this consist of a communicated
evaluation;
2. a population object, i.e., a propagating believed evaluation; and
3. an objective emergent property at the agent level, i.e., what the agent is
believed to be.
In fact, reputation is a highly dynamic phenomenon in two distinct senses: it is
subject to change, especially as an effect of corruption, errors, deception, etc.; and it
emerges as an effect of a multi-level bidirectional process. Reputation is also how
others know and perceive you as an individual.
While image only moves (when transmitted and accepted) from one indivi -
dual cognition to another, the anonymous character of reputation makes it a more
complex phenomenon. Reputation proceeds from the level of individual cognition
(when is born, possibly as an image, but not always) to the level of social
propagation (at this level, it not necessarily believed as from any specific agent) and
from this level back to individual cognition again (when it is accepted).
Moreover, once it gets to the population level, reputation gives rise to a further
property at the agent level. It is both what people think about targets and what targets
are in the eyes of others. From the very moment an agent is targeted by the
community, his or her life will change whether he or she wants it or not or believes it
or not. Reputation has become the immaterial, more powerful equivalent of a scarlet
letter sewed to one's clothes. It is more powerful because it may not even be perceived
by the individual to whom it sticks, and consequently it is out of the individual's power
to control and manipulate.
More simply speaking for those who want a working definition of
reputation, reputation is the sum of impressions held by company's stakeholders. In
other words, reputation is in the "eyes of the beholder". It needs not be just a
company's reputation but could be the reputation of an individual, country, brand,
political party, industry. But the key point in reputation is not what the leadership
insists but what others perceive it to be. For a company, its reputation is how
esteemed it is in the eyes of its employees, customers, investors, talent, prospec -
tive candidates, competitors, analysts, regulators and the list goes on.
Image is a belief, namely, an evaluation. Reputation is a meta-belief, i.e., a
belief about others' evaluations of the target with regard to a socially desirable
behavior.
72
agent – представитель, посредник
attribution – приписывание
build upon v. – основывать на, рассчитывать на
comply with v. – соблюдать, соответствовать
concern v. – иметь отношение, касаться, интересоваться
deception – обман, ложь
default - невыполнение обязательств
distinct – отдельный, отчётливый
emerge v. – появляться
error – ошибка
esteem v. – уважать, почитать
etc. (et cetera [ɛt ‘sɛtərə]) – и так далее
evaluation - оценка
even - даже
i.e. (id est) - то есть
interrelated - взаимосвязанный
multitude – множество, большое число
notion – понятие
pertain v. – относиться, быть свойственным
perceive v. – воспринимать, понимать
precise – точный, определённый
presume v. – предполагать, допускать
proceed v. – продолжать
scarlet – алый, ярко-красный
subset - подмножество
target – цель
willingness – готовность

default, willingness, dynamic, desirable, equivalent, averaged, emerge.
II. Find in the text synonyms of the following words:

ascription, readiness, keep on, failure to fulfill an obligation, a mistake, to
suppose, goal, estimate, that is, concept, appear.
III. Find in Text 4 English equivalents for the following word combinations and
phrases and write them out:
рабочее определение; различные предметы; предполагаемое отношение к
Unit V Reputation _____________________________________________________________
73
цели; в двух смыслах; познавательное представление; а именно; в глазах других;
множеством представителей; соблюдать общественно принятые нормы; средняя
оценка; сумма впечатлений; на разных уровнях; ключевой момент в репутации;
определить особенные случаи имиджа; сторонний образ; умственный статус;
относительно социально желательного поведения; передача целевого образа
(имиджа); с того самого момента; чтобы быть более точным; как относящиеся к
определённому представителю; заинтересованные стороны компании.
IV. Answer the following questions using the words and phrases from Exercise
II:
1. Are image and reputation similar objects? 2. What senses are they social in? 3.
Is image or reputation an averaged evaluation of a given target on the part of an agent?
4. What does an image consist of? 5. In what way can we define special cases of
image? 6. What is reputation? 7. How do we usually call reputation transmission? 8.
What objects is reputation built upon? 9. Why is reputation a highly dynamic
phenomenon? 10. What level does reputation proceed to from the level of individual
cognition? 11. What does reputation give rise to once it gets to the population level?
12. Why is reputation the sum of impressions held by acompany's stakeholders? 13.
What is the key point in reputation? 14. Is reputation or image a belief about others'
evaluations of the target with regard to a socially desirable behavior?
V. Complete the following sentences:

1. Image and reputation may be shared by a ….. of agents. 2. We call reputation
transmission a communication of an evaluation without the specification of …. . 3. …..
is also how others know and perceive you as an individual. 4. Reputation is built upon
three distinct but ….. objects. 5. From the very moment an agent is targeted ….. , his
or her life will change whether he or she wants it or not or believes it or not. 6. For a
company, its reputation is how esteemed it is in the eyes of its ….. .
from Exercise III as you can.
human on more already haven’t observe image
1. Reputation has become the immaterial, ….. powerful equivalent of a scarlet

letter sewed to one's clothes. 2. A person who has received and internalized a good
standard of education of norms in his or her family can easily ….. norms in the
greater society, and world as well. 3. These issues have ….. been discussed by
74
individuals, the media and politicians. 4. The public's ….. of business leaders has
been improved lately. 5. Since ….. beings have been given individuality, each
person’s creativity has unique characteristics. 6. We ….. yet evaluated the security
of reputation systems. 7. Our company has relied ….. reputation transfer as a means
of transferring the good reputation of the company and its existing products to new
markets and new products this month.
II. Match each group of words to the correct adjective suffix. The suffix must fit
all three words in the group. What spelling changes do you have to make when you
add the suffix?
1 profession tradition norm a) -ous
2 evaluate prospect create b) -al
3 differ persist coincide c) -ic
4 power meaning care d) -able
5 fame ubiquity danger e) - ent
6 consider avail dispose f) -ful
7 jurist Islam class g) -ive
III. Write down all possible questions to the following sentence.

He wanted to enhance corporate reputation in the manufacturing industry.
IV. Find in the above text and copy out sentences in which linking expressions
indeed, in fact, because, moreover, namely, and consequently are used. What idea do
they introduce? Translate the sentences with them.
SPEAKING:
The image of the person ideally educated concerning dominion is a “genius,”
which here means a person with rich and profound creativity. Originally everyone
has the talent of genius, since human beings were originally created to become
beings with creativity. As a matter of fact, the Chinese characters for “genius”
indicate a person with talent which is given by Heaven. Creativity is given to a
person at birth as an endowed potential. Therefore, all people have the potential to
become a genius once they manifest their creativity one hundred percent. In order to
actualize such creativity, however, a proper education is necessary. The kind of
education necessary for this purpose is an education of dominion.
II. Discuss the following questions. Use the topical vocabulary.

1) Are reputation and brand the same thing?
2) How to keep a good business reputation?
III. Comment upon the following statement. Share opinions.
Unit VI Gossip
_________________________________________________________________________________
75
A bad teen reputation can be many of things. Like the way people look at and
talk about you depending on the way you dress, act, talk and how you do things.
UNIT VI
TEXT 1
GOSSIP
Gossip is an idle talk or rumor, especially about the personal or private
affairs of others. It can also be used as an identifier only - as when gossiping about
unreachable icons, like royalty or showbiz celebrities - useful only to show the
gossiper belongs to the group of the informed ones. While most cases seem to
share the characteristic of being primarily used to predict future behavior, they can
have, for example, manipulative sub-goals, even more important than the forecast.
Gossip has been researched in terms of its evolutionary psychology origins.
This has found gossip to be an important means by which people can monitor
cooperative reputations and so maintain widespread indirect reciprocity. Indirect
reciprocity is defined here as "I help you and somebody else helps me." Gossip has
also been identified by Robin Dunbar, an evolutionary biologist, as aiding social
bonding in large groups.
Considering, for example, the case of a communication between two parties,
one (the advisee) that is requesting advice about the potential for danger in a financial
transaction with another party (the potential partner, target), and the other (the adviser,
evaluator) that is giving advice.
Roughly speaking, the advice could fall under one of the following three
categories:
- the adviser declares it believes the potential partner is (is not) good for the
transaction in object;
- the adviser declares it believes another (named or otherwise defined) agent
or set of agents believes the potential partner is (is not) good for the transaction in
object;
- the adviser declares it believes in an undefined set of agents, hence there is a
belief the potential partner is (is not) good for the transaction in object.
Note the care to maintain the possible levels of truth (the adviser declares
- but could be lying - it believes - but could be wrong - etc.). The cases are listed, as
it is evident, in decreasing order of responsibility. While one could feel most actual
examples fall under the first case, the other two are not unnecessarily complicated
nor actually infrequent. Indeed, most of the common gossip falls under the third
category, and, except for electronic interaction, this is the most frequent form of
referral. All examples concern the evaluation of a given object (target), a social
agent (which may be either individual or supra-individual, and in the latter case,
either a group or a collective), held by another social agent, the evaluator.
Unit VI Gossip________________________________________________________________
76
advisee (a person who meets with an adviser) – консультируемый; получаю -
щий совет
adviser – советник, консультант
affairs – дела
belief – вера, убеждение
belong v.- принадлежать
bonding – связи, узы
care – забота, внимание
complicated – сложный, запутанный
evaluator – оценщик
forecast – прогноз, предсказание
gossip – сплетни
idle – праздный, пустой, неосновательный
latter - последний
maintain v. – поддерживать, сохранять
otherwise - в противном случае
party – участник, сторона
responsibility – ответственность, обязанности
roughly - грубо
rumor –слух, молва
showbiz celebrities –знаменитости шоу-бизнеса
talk - слух
truth – правда, истина
widespread – широко распространенный

showbiz celebrities, private, royalty, identifier, evolutionary, psychology,
roughly, reciprocity.
обратите внимание на осторожность; пособничество социальным связям в
больших группах; личные дела других, грубо говоря, пустой трёп или слух;
когда сплетничают о недоступных кумирах (фаворитах), группа информирован-
ных лиц; касаются оценки данного объекта (цели), прогнозировать будущее
поведение; чтобы сохранить возможные уровни истины, манипулятивные
подцели, эволюционное психологическое происхождение, подпадает под третью
категорию, косвенная взаимность, советчик заявляет; может лгать; следить за
совместной репутацией; предпринимаемая сделка.
Unit VI Gossip________________________________________________________________
77
from Exercise II:
1. What is gossip? 2. When can it be used as an identifier? 3. How has gossip
been researched? 4. Is gossip an important means by which people can monitor
cooperative reputations and so maintain widespread indirect reciprocity? 5. Who
has gossip been identified by as aiding social bonding in large groups? 6. How
many categories could the advice fall under? 7. What category does most of the
common gossip fall under? 8. What evaluation do all examples concern ?
IV. Find in the text and copy out phrases in which prepositions of and for are
Word-building: in + complete adj. = incomplete adj.
I. Add the negative prefix in- to the following stems and translate the words:
сonclusive, regular, appropriate, considerate, definite, dependent, effective,
humane, valid, relevant, comprehensible, correct, active, sincere, ordinate, accurate,
sociable, sufficient, complete.
II. Find in the above text and copy out adjectives with the negative prefix in-
and use them in sentences of your own.
III. Choose the proper verb form and translate the sentences.
1. Social media has also ….. a much faster way to share gossip. 2. The term
gossip ….. sometimes used to specifically refer to the spreading of dirt and
misinformation, as through excited discussion of scandals. 3. This newspaper
carries "gossip columns" which ….. the social and personal lives of celebrities or
of élite members of certain communities. 4. In only a matter of minutes harmful
gossip and rumors ….. spread online. 5. With the advent of the internet, gossip is
now ….. on an instant basis. 6. Some people view gossip as a lighthearted way of
….. information. 7. Gossip became a social interaction that helped the group gain
information about other individuals without personally ….. to them. 8. Individuals
who are perceived ….. in gossiping regularly are seen as having less social power
and ….. less liked.
(Missing verbs: being, to engage, spreading, provided, detail, is, speaking, can,
widespread)

Unit VI Gossip________________________________________________________________
78
Gossip has been researched in terms of its evolutionary psychology origins.
1. Сплетня представляет собой особый механизм формирования

психологии масс. 2. Иногда факт популярности артистов является условием
возникновения и распространения сплетни. 3. Сплетня - любая непроверенная
информация о каком-либо человеке или событии недопонятого или сомни-
тельного характера, зачастую передаваемая из уст в уста и основанная на
слухах. 3. Сплетни удовлетворяют определённую информационную потреб-
ность о жизни популярных персон. 5. Как правило, сплетни всеми осуждаются
как проявление поверхностных интересов, а также погони за сенсациями. 6.
Сплетни могут целенаправленно распускаться в расчёте на их резко
негативное воздействие на репутацию и имидж оппонентов. 7. Развитие
средств массовой информации не только не вытеснило слухи и сплетни, а
напротив, придало новый импульс их развитию.
SPEAKING:
Arrange short debates on the following questions:
1) What do you think of people who gossip to you? Do you trust them?
2) As you gossip about another person ask yourself, what poison am I
spreading? What will this person now think of the person I am gossiping about?
3) How do you feel after you have gossiped about someone?
TEXT 2
WORKPLACE GOSSIP
The negative effects of gossip are strained relationships, mistrust,

discontentment, even anger, and decreased productivity. For example, how much time
have you wasted, in long conversations, complaining to others about the colleague who
isn’t as helpful as he could be, or your partner who isn't as loving as you'd like, or how
you know that that other department has a hidden agenda, that conflicts with your
team's goals! Gossip really spoils the work environment.
Every great relationship is built upon a foundation of trust, reliability, honor, and
integrity. As a leader you are responsible for developing healthy relationships, both
with your direct reports, your colleagues and your senior leaders. Involving yourself in
workplace gossip is a surefire way to undermine your credibility as a person and as a
leader.
As a leader, it is not your role to be a sounding board for complaining and gossip
in the workplace nor to solve people's issues for them. Rather, it is your role to coach
Unit VI Gossip________________________________________________________________
79
and guide people to resolve their issues with others, quickly and successfully. When
you do this consistently, your people will know that they can trust you.
That you won't talk about them unless they are present. It will be one of the
greatest acts of leadership that you can do.
There are two things you want to be aware of when listening to workplace
gossip:
- You hear the other person's rule book, their interpretations, prejudices, biases
and fears etc. You don't know what other events have passed between Jim and Mary
that may have caused Mary to be complaining to you about Jim.
- Once you have listened to Mary's gossip, you may now have been
contaminated about Jim - even if you didn't want to be. Some part of you may believe
the gossip – and you may very well start to look for those negative traits in Jim and
find them!
According to human resource experts, workplace gossip can be identified by
factors or "signs":
- animated people become silent (Conversations stop when you enter the room);
- people begin staring at someone;
- workers indulge in inappropriate topics of conversation.
There are five tips to handle the situation with aplomb:
1) Rise above the gossip;
2) Understand what causes or fuels the gossip;
3) Do not participate in workplace gossip;
4) Allow for the gossip to go away on its own.
Peter Vajda identifies gossip as a form of workplace violence, noting that it is
"essentially a form of attack." Gossip is thought by many to "empower one person
while disempowering another" (Hafen). Accordingly, many companies have formal
policies in their employee handbooks against gossip.
Sometimes there is room for disagreement on exactly what constitutes
unacceptable gossip, since workplace gossip may take the form of offhand remarks
about someone's tendencies such as "He always takes a long lunch," or "Don’t
worry, that’s just how she is."
Corporate email can be a particularly dangerous method of gossip delivery, as
the medium is semi-permanent and messages are easily forwarded to unintended
recipients. Thus, employers should be advised to instruct employees against using
company email networks for gossip. Lowself-esteem and a desire to "fit in" are
frequently cited as motivations for workplace gossip. There are five essential
functions that gossip has in the workplace (according to DiFonzo & Bordia):
- Helps individuals learn social information about other individuals in the
organization (often without even having to meet the other individual).
- Builds social networks of individuals by bonding co-workers together and
affiliating people with each other.
- Breaks existing bonds by ostracizing individuals within an organization.
Unit VI Gossip________________________________________________________________
80
- Enhances one's social status/power/prestige within the organization.
- Inform individuals as to what is considered socially acceptable behavior
within the organization.
According to Kurkland and Pelled, workplace gossip can be very serious
depending upon the amount of power that the gossiper has over the recipient, which
will in turn affect how the gossip is interpreted. There are four types of power that
are influenced by gossip:
- coercive: when a gossiper tells negative information about a person, their
recipients might believe that the gossiper will also spread negative information
about them. This causes the gossipers coercive power to increase.
- reward: when a gossiper tells positive information about a person, their
recipient might believe that the gossiper will also spread positive information about
them. This causes the gossipers reward power to increase.
- expert: when a gossiper seems to have very detailed knowledge of either
the organization's values or about others in the work environment, their expert
power becomes enhanced.
- referent: this power can either be reduced or enhanced to a point. When
people view gossiping as a petty activity done to waste time, a gossiper’s referent
power can decrease along with their reputation. When a recipient is thought of as
being invited into a social circle by being a recipient, the gossiper’s referent power
can increase, but only to a high point where then the recipient begins to resent the
gossiper (Kurland & Pelled).
( By Harcourt, Richerson & Wattier)

agenda – повестка дня
anger – гнев
be aware of – сознавать, отдавать себе полный отчёт в чём-либо
coercive – принудительный, обязательный
consistently - последовательно
contaminate v. – оказывать пагубное влияние, загрязнять
credibility – достоверность, правдоподобие
discontentment – недовольство, досада
empower v. - уполномочивать
even – даже
goal – цель
indulge v. – потворствовать, потакать
integrity – целостность, прямота
lowself-esteem – низкая самооценка
participate v. in – участвовать в
prejudice – предрассудки
spoil v. – портить
strained – натянутый, неестественный
Unit VI Gossip________________________________________________________________
81
surefire – безошибочный, верный, надёжный
trust v. – доверять
violence - насилие
trust v. – доверять
waste v. – тратить (впустую)

self-esteem, coercive, aplomb, prejudice, thought, ostracizing, recipient.
предубеждения и страхи; жалуясь другим; возмущаться сплетником;
скрытая повестка дня; портит рабочую среду; непреднамеренный получатель;
самостоятельно; как лидер; чтобы справиться с ситуацией с самоуверенностью
(апломбом); право на принуждение; несёт ответственность за формирование
здоровых отношений; вовлечение себя в сплетни на рабочем месте; путём
изгнания лиц внутри организации; маловажная активность, направленная на
то, чтобы тратить время; есть пять советов; опасный способ передачи сплетен;
отрицательные черты; в зависимости от количества власти; что вызывает и
разжигает сплетни; приемлемое в обществе поведение; приписываемое могу-
щество сплетников; бесцеремонные замечания; самостоятельно.
from Exercise II:
1. What are the negative effects of gossip? 2. What do people usually complain
about to others? 3. Is every great relationship built upon a foundation of trust,
reliability, honor, and integrity? 4. Who is responsible for developing healthy
relationships in the work environment? 5. What undermines your credibility as a
person and as a leader? 6. What is one of the greatest acts of leadership? 7. Why isn’t it
good to be listening to workplace gossip? 8. What factors can workplace gossip be
identified by according to human resource experts? 9. What five tips to handle the
situation with aplomb are there? 10. Who identifies gossip as a form of workplace
violence? 11. Why do many companies have formal policies in their employee
handbooks against gossip? 12. What is a particularly dangerous method of gossip
delivery nowadays? 13. What should employers be advised about? 14 What is
frequently cited as motivations for workplace gossip? 15. What can you know about
five essential functions that gossip has in the workplace? 16. Can workplace gossip
be very serious depending upon the amount of power that the gossiper has over the
recipient? 17. How many types of power that are influenced by gossip are there?
Name them.
Unit VI Gossip________________________________________________________________
82
IV. Explain in English the meaning of:
relationship, a gossiper, to waste time, acceptable behavior, essential, a social
circle, a leader.
V. Find in the text and copy out sentences in which prepositions upon and on
VI. Discuss the problems mentioned in the text.
I. Complete the sentences with the correct preposition.

1. Consistent and authentic communication will work wonders ….. stopping
the gossip. 2. Regular communication minimizes the influence and need ….. gossip,
because everyone is "in-the-know." 3. The recipient believed that the gossiper also
spread negative information …… him. 4. Our manager instructs employees …..
using company email networks for gossip every month. 5. Gossip is one of the
greatest causes ….. distrust and consequently under-performance in any business. 6.
Workplace gossip can be looked ….. as either a gift or a weapon.
Keys: about, at, for, in, against, of.
II. Find in the above text sentences containing the passive forms of a predicate,
write them out and translate.

Employers should be advised to instruct employees against using company
email networks for gossip.
IV. Complete the following sentences using the words from the box:
over gossiper resigned handbook restricting working aware
1. The gossip hurt him and he ….. from his job despite it enjoyed him. 2. The
gossiper had significant power ….. the recipient. 3. Our company had formal policies
….. gossip in its employee handbook. 4. The policy did not limit employees’ right to
talk about wages, hours or ….. conditions. 5. A ….. told negative information about
our supervisor and she was sacked from her position. 6. I told the offender that I was
….. of his behavior. 7. The company’s employee ….. was aimed at gossip about non-
work-related issues.
Unit VI Gossip________________________________________________________________
83
SPEAKING:
I. Discuss the arguments for the following problem. Make use of the vocabulary
of the topic.
Some negative consequences of workplace gossip may include: lost
productivity and wasted time, erosion of trust and morale, increased anxiety among
employees as rumors circulate without any clear information as to what is fact and
what isn’t, growing divisiveness among employees as people “take sides", hurt
feelings and reputations, jeopardized chances for the gossipers' advancement as they
are perceived as unprofessional, and attrition as good employees leave the company
due to the unhealthy work atmosphere.
( By Harcourt, Richerson & Wattier)
II. Express your opinion on the following points of view.

1. Some people see gossip as trivial, hurtful and socially and/or intellectually
unproductive.
2. How does workplace gossip affect your relationships with others? How would
like to respond when someone starts talking to you about another person?
TEXT 3
THE DANGER OF WORKPLACE GOSSIP
Gossip is as old as mankind. It is unrealistic to think we could free the

workplace of gossip. It’s also conducted through the free will of employees, and
regulating that is very difficult without creating a big brother climate.
There is a very big difference between the little chit-chat and gossip, and it is an
important one, because gossip run amok can be dangerous and destructive in the
workplace.
So how does one tell the difference between idle chatter and gossiper? While
idle chit-chat and other light conversation can be value neutral, gossip is often
negative, inflammatory and embarrassing to the person being spoken of.
Here is a test: Consider the impact of what is being said. Does it cast negative
asperions? Does it create rifts? Does it exult in the misfortune of others? Does it have a
negative emotional charge? Does it serve to perpetuate conflict or negativity? Is it
hurtful or damaging? Is it something you would say in front of that person?
Technically, any sharing of trivial or unsubstantiated information can be considered
gossip. But you have to consider the sentiment. For example, if it were rumored that a
coworker is being promoted, and you discuss it with a coworker, is that gossip? If the
discussion is hurtful or damaging or negative, then yes, it is gossip. But if it’s value
Unit VI Gossip________________________________________________________________
84
neutral then it’s not. If the story is told with negativity and without good will, then it is
gossip.
Gossip can have many adverse side effects on an organization. It can increase
conflict and decrease morale. It results in strained relationships. Gossip breaks down
the trust level within the group, which results in employees second-guessing each other
and ultimately running to the supervisor to clarify the directions or instructions, or to
settle the differences that will arise. Gossip is the death of teamwork as the group
breaks up into cliques and employees start refusing to work with others. Gossip results
in the supervisor spending an enormous amount of time trying to figure out who said
what to whom. Or, worse yet, the supervisor struggles to explain to the manager that
the on-going conflicts and communication problems within the workgroup are the
reason work doesn't get done only to hear the manager comment, "Why can't you
manage your team better?" Productivity is lost, as are good employees who do not
want to work in that toxic environment.
The supervisor has to communicate regularly and consistently with employees
about what's going on in the workplace. If employees don't have good information
from the supervisor about what is going on, they will make it up in the form of
speculation and gossip. Consistent and authentic communication will work wonders in
stopping the gossip.
In other words, the act of active listening actually supports and promotes
gossiping. The more you listen, the more you encourage it. If you don’t listen, the
gossip has nowhere to go. Think about the last time you told a story to someone who
was clearly not interested. The story probably withered on the vine.
(By Mary Abbajay)

adverse – неблагоприятный
aspersion - клевета
break down v. – разрушать
break up into v. – распадаются на
cast v. - бросить
сhit-chat – блтовня; беседа о том о сём; пересуды
create v. – создать
destructive - разрушительный
embarrassing - смущающий
encourage v. – поощрять
exult v. – ликовать, торжествовать
hurtful – вредный, пагубный
inflammatory – подстрекательский; возбуждающий
mankind - человечество
perpetuate v. – увековечивать, сохранять навсегда
pipeline – источник (информации)
rift – трещина
Unit VI Gossip________________________________________________________________
85
rumor v. –распространять слухи
run amok v. – обезуметь, быть вне себя
sentiment – чувство, настроение, отношение
strained – напряжённый
supervisor - руководитель
trivial – тривиальный, незначительный, мелкий
trust - доверие
unsubstantiated – необоснованный, бездоказательный
wither v. – увядать, сохнуть

аspersion, mankind, adverse, misfortune, clique, encourage, neutral.
засохла на корню; бросить отрицательную тень; огромное количество
времени; ещё хуже; праздная болтовня; без создания великодушной братской
атмосферы; человек, о котором говорят; регулярно и последовательно общаться;
создать трещины; распадается на группировки; буйствующие сплетни могут
быть опасными и разрушительными; другими словами, влияние сказанного,
ликовать от несчастья других, неблагоприятные побочные эффекты, начинают
отказываться работать с другими, в ядовитой среде, в виде спекуляций и сплетен;
что приводит служащих к изменению мнения задним числом; работа в команде.
from Exercise II:
1. Is gossip as old as mankind? 2. Is it unrealistic to think we could free the
workplace of gossip? 3. Why is there a very big difference between the little chit-chat
and gossip? 4. Why can any sharing of trivial or unsubstantiated information be
considered gossip? 5. When is the discussion of the coworker promotion with another
coworker gossip? 6. What side effects can gossip have on an organization? 7. Why is
gossip the death of teamwork? 8. What does the supervisor struggle to explain to the
manager? 9. Who must communicate regularly and consistently with employees about
what's going on in the workplace? 10. When does the gossip have nowhere to go?
IV. Find words and expressions in the text for which the following are
synonyms.
wish, unfavourable accessory influence, disaster, is accompanied, tittle-tattle,
director, feeling, to buzz, tense, simple talk.
Unit VI Gossip________________________________________________________________
86
Word-building: employ v. + er = employer n.

act v. + or = actor n.
I. Add the suffix –er (or) to the following stems and translate the words:
aduct, administrate, advertise, babysit, drive, direct, examine, purchase, run,
observe, juggle, read, redeem, write, swim, make, narrate.
II. Find in the above text and copy out nouns with the suffix –er (-or) and use
them in sentences of your own.
III. Find in the text and copy out sentences in which prepositions in front of
and between are used. Translate them.
IV. Choose the correct alternative in each of the following sentences.

1. The supervisor (says/communicates) regularly with employees about what's
going on in the workplace. 2. Only (employers/employees) can minimize negative
gossiping and rumormonger. 3. Such talk is (considered/conveyed) injurious to morale
and productivity and will not be tolerated. 4. Because you actively (listen/hear) to the
gossip so you actually support and promote gossiping and are a co-narrator to the
gossip. 5. He always tells them not to participate in (discussion/gossiping) and not to
tolerate it from others. 6. If you are the (aim/target) of gossip you can confront the
source or make a public statement.

1. Сплетни, к сожалению, являются неотъемлемой частью человеческой
жизни, потому что сплетничают все и обо всём. 2. Любая сплетня основана на
слухах. 3. Основные причины, которые побуждают здравомыслящего человека
сплетничать – это желание развлечься, поддержать разговор и оказаться хоть на
время в центре всеобщего внимания. 4. Сплетня не ликвидирует дефицит
информации, но может возбудить определённые настроения или поддерживать
их. 5. Довольно часто сплетничают неуверенные в себе люди, считающие, что им
будет сложно добиться успеха на работе. 6. Она всегда старается реагировать на
сплетни спокойно и равнодушно. 7. Не становитесь разносчиком ложной инфор-
мации даже за счёт уничтожения чужой репутации.
SPEAKING:
I. Study the following rules of how to get out of the gossip pipeline. Discuss
them.
1. Be busy. Gossipmongers want attention. If you're preoccupied with your
work, you can't be available to listen to their latest story.
2. Don’t participate. Walk away from the story. Don’t give visual clues that
you are interested in listening. If someone passes a juicy story on to you, don't pass it
Unit VI Gossip________________________________________________________________
87
any further. Take personal responsibility to act with integrity.
3. Turn it around by saying something positive. It isn't nearly as much fun to
spread negative news if it's spoiled by a complimentary phrase about the person being
attacked.
4. Avoid the gossiper. If you notice one person who consistently makes
trouble, take the necessary actions to have as little interaction with that person as
possible. Avoid him/her.
5. Keep your private life private. Don't trust personal information with
coworkers. Remember, if they are gossiping about others, they will gossip about you,
too. Don't give them ammunition.
6. Choose your friends wisely at work. You spend a good deal of time at
work so it's natural for friendships to develop. Share information sparingly until you
are sure that you have built up a level of trust.
7. Be direct. If you confront the gossiper and confidently tell him or her that
such behavior is making it uncomfortable for you and other coworkers, it's likely to
stop.
8. Don't be afraid to go to a superior. Gossiping wastes a lot of company time
and hurts morale. A company interested in a healthy work environment will value the
opportunity to correct this type of situation.
(http://www.shrm.org/hrdisciplines/employeerelations)
II. Do you agree with the following statement?

Gossiping does not improve the individual’s problems, in fact it makes them
worse.
III. Discuss the following questions:
1. Have you ever tried going seven days without talking about another person?
2. What if the gossip is about you?
IV. Develop the idea:

A person’s ideas, attitudes, or activities are often inluenced by the time and
place, customs, or conditions in which he lives, and by books he reads.
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Unit I Public Relations

Public relations (PR) is the practice of managing the spread of information

II. Read and memorize the following words:

EXERCISES TO THE TEXT

I. Spell and transcribe the following words:

relationships principal public between approach in order to

III. Write down all possible questions to the following sentence.

II. Explain when people are in a bad temper.

I. Read and translate the text.

Most textbooks consider the establishment of the Publicity Bureau in 1900 to

However, it failed to obtain complete recognition as a profession.

II. Read and memorize the following words:

EXERCISES TO THE TEXT

I. Spell and transcribe the following words:

IV. Complete the following sentences:

V. Retell the text.

Word-building: to improve v. + ment = improvement n.

I. Complete and translate:

IV. Choose the right word:

V. Read the text carefully, then fill the blank spaces:

I. Read and translate the text.

II. Read and memorize the following words:

I. Spell and transcribe the following words:

IV. Find in the text synonyms of the following words:

V. Retell the above text.

relations flash of concept discover so-called

II. Translate the following sentences into English:

Crowd manipulation is the intentional use of techniques based on the principles

Unit I Public Relations

II. Read and memorize the following words:

Unit I Public Relations

EXERCISES TO THE TEXT

I. Spell and transcribe the following words:

Word-building: to improve v. + ing = improving

I. Complete and translate:

1. Public relations is the art and science of managing communication between an

IV. Write down all possible questions to the following sentence.

II. Arrange short debates on the following questions:

Unit II Mass Media

II. Read and memorize the following words:

EXERCISES TO THE TEXT

I. Spell and transcribe the following words:

Word-building: to produce v. + (t)ion = production n.

I. Complete and translate:

invented be research recently printing during

V. Fill in prepositions and conjunctions then comment the text:

A poster is any piece of printed paper designed to be attached … a wall or vertical

VI. Translate the following sentences into English:

The mass media are diversified media technologies that are intended to reach a

(From Wikipedia, the free encyclopedia)

II. Read and memorize the following words:

Unit II Mass Media

EXERCISES TO THE TEXT

I. Spell and transcribe the following words:

IV. Find in the above text synonyms of the following words:

1. Mass media is communication - whether written, broadcast, or spoken - that

II. Ask all types of questions to the following sentence:

II. Arrange short debates on the following questions.

I. Read and translate the text.

Unit II Mass Media

Unit IV Advertising ________________________________________________________