Class 1: PR by definition.

Functions of PR

What is PR
1. Who are these people? Whats the difference between
them?

spin doctor
publicist
is someone who is
skilled in public
relations and who
advises political
parties on how to
present their policies
and actions

PR practitioner

a person responsible
for publicizing a
product, person, or
company. A journalist,
especially one
concerned with
current affairs

a person actively
engaged in an art,
discipline, or
profession, especially
connected with public
relations

2. Continue the phrase:

PR is complex and hybrid subject, it draws on theories and part ices

from many different fields, such as

Im sure that
I believe that
I consider
that
I
suppose that

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What are the most important subjects and fields of PR? Why do you
think so. Discuss your ideas in the group.
3. What are the main PR Functions? What are the most

important ones?

1.
2.
3.

4.
5.
6.

4. What do you think about these three functions that LEtang (1996:15)
points out?

Representational language, image used to

represent the organization in communication
with public - written, spoken, visual
communications
Dialogic PR practitioner is a bridge builder,
the voice of different internal and external
publics within the organization and at the same
time the voice of organization itself. They have
to see the others people point of view.
Advisory pro-active PR (planning) and re-active PR (dealing with a
crisis)

NB!

ublic Relations is the art and science of

establishing relationships between an
organization and its key audiences. Public
relations plays a key role in helping business
industries create strong relationships with
customers.

Practice 1.

Marketing Ideas.

Successful Meeting
1.1 Which of the following do you agree?
Why?
The best number for the meeting is 6 or fewer
Never have food or drink during the meeting
Always start and finish meeting on time
You should sit round the table when you are
having meeting
A meeting must always have a leader
At a formal meeting each person should speak
in turn.

1.2 Freestyle is a sport equipment company. It has developed a new

product, a pair of swimming goggles which adopted to each persons face
and eyesight. The Marketing Department held a meeting to discuss the
launch of the product. Listen to the meeting, then answer the questions.
1.
2.
3.
4.

What are two aims of meeting?

Why does Katherina want to launch the goggles early in a year?
Which month of the launch do the participants discuss?
Which types of shops does Julia want to target?

1.3 Listen again. Tick the phrases that chairperson uses.

Can we start, pleas?........................................................................................................
The purpose of the meeting is to decide the date of the
launch..
Ok, lets hear few more
views.
Nadia, how do you feel about this?.................................................................................
Lets get back to the
point..
Ok, everyone. I think on balance we
agree
I want us to talk about sales outlets
now.

1.4 Listen to the meeting and complete the extracts.

Katherina: Im in _______________ of February or March. Theres gap in the
market for our product. Why wait any longer?
Inge: Kenneth, whats
your opinion?
Kenneth:
Mmmm _______________ _______________ about February. Its a bit
early in a year. I
_______________ we _______________ in May or June.
People go on holiday then.
Nadia:
The purchase should be high. Id say at least 50.
Katherina: _______________ _______________ a minute. I thought we were
talking about the launche date, not about promotion or price.
Inge: Which outlets do you think we should target?
Julia: ______________ _______________ we should start with the special stores.
Thats where most swimmers buy their goggles.
Inge: _______________ ________________ ________________ by specialist stores,
Julia?

Practice 2.
Read the story and draw out what are the basic principles or the philosophy of the
agency you can name. Comment upon your ideas.

At the time, no one had heard of my agency or me, and I

had no press contacts with USA Today or any other
major media. That lack of contacts could easily have
become a major stumbling block for our PR firm in getting
new clients: The agency did good work, but larger
corporate prospects would naturally and in my opinion, naively
ask, Who are your key media contacts? When I confessed that I didnt
know the editor in chief of the New York Times and wasnt invited to
Oprahs dinner parties, potential clients could have easily lost interest
and chosen other firms. This problem was one I wanted to solve as
quickly as possible.
So how did I get USA Today to put my picture on the cover? At
the time, a Major League Baseball strike was the news of the day. My
partner and I sent out a press announcement and called the media to
announce that we had formed a new organization, called Strike Back, to
protest the baseball strike. The premise was simple: For every day the
Major League players refused to play, we would boycott their games for
one day when the players did return to work. USA Today was the first
big media placement for my agency, and it got potential clients to pay
attention to the new kids on the PR block.

2.1 Translate words in bold. Give them good Russian equivalent.

Make your own sentences with these words.

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