UNIT 1 WHAT IS PUBLIC RELATIONS? Pu ic relations (PR) has been defined in many ways. Rex Harlow, a Stanford professor and founder of the organization that became the Public Relations Society of America, once compiled more than 500 definitions from almost as many sources. The definitions ranged from the simple, “Doing good and getting credit for it”, to more verbose definitions. Harlow’s collective definition, for example, is almost 100 words as follows: “Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organisation and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinions; defines and emphasises the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilise change; serving as an early warning system to help anticipate trends; and uses research and ethical communication techniques as its principal tools.” (Harlow 1976: 36) One early definition that gained wide acceptance was formulated by the newsletter PR News: “Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and patience.” Other definitions are provided by theorists and textbook authors. One of the first textbooks in the field, Effective Public Relations by Scott Cutlip and Allen: Center, stated, “Public relations is the management function that identifies,establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.” The management function was also emphasized more than 25 years ago in Managing Public Relations by James B. Grunig and Todd Hunt. They said, “Public relations is the management of communication between an organization and its publics. National and international public relations organizations, including the PRSA, also have formulated definitions. Here are two examples: = “Public relations is influencing behaviour to achieve objectives through the effective management of relationships and communications.” (British Institute of Public Relations, whose definition has also been adopted in a number of Commonwealth nations) = “Public relations practice is the art and social science of analyzing trends predicting their consequences, counseling organization leaders, and implementing planned programs of action which serve both the organization’s and the public’s interest.” (1978 World Assembly of Public Relations in Mexico City and endorsed by 34 national public relations organizations) A good definition for today’s modem practice is offered by Professors Lawrence W. Long and Vincent Hazelton, who describe public relations as “a communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.” Their approach promotes the idea that public relations should also foster open, two-way communication and mutual understanding, with the idea that an organization - not just the target audience - changes its attitudes and behaviors in the process.Although current definitions of public relations have long emphasized the building of mutually beneficial relationships between the organization and its various publics, a more assertive approach has emerged over the past decade Professor Glen Cameron, at the University of Missouri School of Journalism, defines public relations as the “strategic management of competition and conflict for the benefit of one’s own organization - and when possible - also for the mutual benefit of the organization and its various stakeholders or publics. It isn’t necessary, however, to memorize any particular definition of public relations, It’s more important to remember the key words that are used in most definitions that frame today’s modern public relations. The key words are: = Deliberate. Public relations activity is intentional. It is designed to influence, gain understanding, provide information, and obtain feedback from those affected by the activity. = Planned. Public relations activity is organized. Solutions to problems are discovered and logistics are thought out, with the activity taking place over a period of time. It is systematic, requiring research and analysis = Performance. Effective public relations is based on actual policies and performance. No amount of public relations will generate goodwill and support if the organization has poor policies and is unresponsive to public concerns. = Pub interest. Public relations activity should be mutually beneficial to the organization and the public; it is the alignment of the organization’s self-interests with the public’s concerns and interests. = Two-way communication, Public relations is not just disseminating information but also the art of listening and engaging in a conversation with various publics. = Management function. Public relations is most effective when it is a strategicand integral part of decision making by top management. Public relations involves counseling, problem solving, and the management of competition and conflict. To summarize, you can grasp the essential elements of effective public relations by remembering the following words and phrases: deliberate . . . planned . performance . . . public interest . . . two-way communication . . . strategic management function. The elements of public relations just described are part of the process that defines today’s public relations. New words - communication (n) = competition (n) - conflict (n) - credit (n) - management function (np) - newsletter (n) - objective (n) - organization (n) - public (adj, n) - public attitude (np) - public concem (np) ~ public interest (np) - public relations (np) - stakeholder (n)- strategic management (np) - target audience (np) - trend (np) - two-way communication (np) I/ Reading comprehension A. Read the text and answer the following questions 1. How many definitions of public relations are mentioned in the text? 2. What does the word credit in paragraph 1 mean? 3. Which definitions of public relations relate to the communication element? 4. Why does PR have the relation to social science? 5. Which definition are you in favour of? Why? B. Read the text and decide whether the following statement are true (I) or false ® 1. Harlow stated that research and ethical communication techniques as its principal tools in PR. 2. Public relations doesn’t involve conflict management. 3. The text mentions five of elements that need grasping for effective public relations. 4, Listening is an important factor in two-way communication. 5. “Planned” element in modern public relations means “open”.1/ Word study A. Match the words or phrases with their correct definitions Word/ phrase Definition 1. stakeholder A. a matter of political, social, or other concern to the community 2. newsletter B. recognize a problem, need, fact, ete 3. deliberate C. experienced or done by each of two or more parties toward the other or others 4. public interest D. an employee, investor, customer, etc. who is involved in or buys from a business and has an interest in its success 5. identify 6. strategic management E. the desires, wants and thinking of the majority of the people TF. a document with information about the recent activities of an organization, sent regularly to its members or customers 7. mutual G. the professional maintenance of a favorable public image by a company or other organization or a famous person 8. public concern HL the fact that the public has a right to know about something because it affects them 9. public opinion I. the way that a company’s executives decide what they want to achieve and plan actions and use of resources over time in order to do this 10. public relations J. intentional or plannedB. Write the correct form of words in brackets The component parts of Grunig and Hunt's famous definition of public relations are as follows: + Management: The body of knowledge on how best to coordinate the activities of an enterprise to achieve (J. eff@t) .....s.essse: + Communication: Not only sending a message to a receiver but also (2. understand) .the messages of others through listening and dialogue. + Organization: Any group organized with a common purpose; in most cases, it is a business, a (3. corporate) ................. a governmental agency, or a (4. profit) group. * Publics: Any group(s) of people held together by a common (5. interesting) They differ from audiences in that they often self-organize and do not have to attune to messages; publics differ from stakeholders in that they do not necessarily have a (6. finance) ...............Stake tying them to specific goals or consequences of the (7. organize) .... Targeted audiences, on the other hand, are publics who receive a specifically (8. target) .. message that is tailored to their interests. C. Fill in each blank with one correct word Task 1 organizations. management multiple profession systematic participation publicity fields Public relations (PR) as a (1)... ago. At the same time during its relatively brief history people always tried to give .-. Was established less than a hundred yearsdefinitions to public relations. The earliest definitions emphasized the roles of press relations and (2)... o because these were the most important .. from which modern public relations grew. Later in the twentieth century as “public relations” was recognized and used by more Aue -the need for research before actions, careful planning and evaluation of results; . definitions began to include: 28 (S)eceecssssesesss PROCESS, not a one-time activity; (Oeneeeeseser-nee- publica; -its role as an important function Of (7)......+..0s+: -public (8). as an important tool; -the need for long-term projects. Task, business campaign planned mutually understanding maintain communication publics In 1988 the Assembly of the Public Relations Society of America officially adopted a definition of public relations which has become very popular and widely used: “Public relations helps an organization and its publics adapt (1). to each other.” In this definition, the functions of research, planning, (2). . dialogue and evaluation are mentioned. Key words are “organizations” rather than the “company” or “(3). and “publics” which means that all organizations have multiple (4). with which they have to work. The British Institute of Public Relations (IPR) has the following definition of PR: “Public relations is the (5)... and sustained effort to establish and(6). publics”. By these words it is “the planned and sustained effort”. It means that PR goodwill and understanding between an organization and its activity is organized as (7).. or program and is a continuous systematic . "that activity. Its purpose is “to establish and maintain mutual (8). is, to make sure that the organization is understood by others II Translation A. Translate the text below into Vietnamese Both advertising and PR help build brands and communicate with target audiences. ‘The most basic difference between them is that advertising space is paid while public relations results are earned through providing the media with information in the form of press releases and pitches. For example, you have to buy online banner ad space, but you can pitch a story to a news outlet. There is also something called ‘owned’ media which is the content you create for your website, or photos and videos you produce for social media. Now let’s get down to the nitty gritty, and explore some of the other factors that make these two marketing avenues very different: 1, Target: While companies and organizations are creating advertisements that primarily target potential customers, PR professionals are hoping to cast a wider net. Publics targeted through PR can be internal or external, They can include employees, investors, customers, the media, legislators, and many more. There is also a new category called influencers, which refers to people who have a lot of connections personally, like celebrities or politicians, or who have a large following on social media 2. Goals & Objectives: Public relations helps build brand awareness and reputation. The goals and objectives behind a successful PR campaign revolve around the fact that consumers place more trust in and are more likely to do10 business with a company they know and admire. Advertisements are generated for a specific target market in order to generate sales. They usually focus more on promoting a product or service than on building a reputation. 3. Control: When you buy an advertisement, you decide how the advertisement will look, what it will say, where it will be placed, and when it will run. How much exposure your ad receives is largely dependent on how much money you have to spend. When it comes to PR, and specifically working with the media, you have less control. The media decides how your information is presented in the news and if it will even be covered. 4, Strategy: With advertising, there is a shorter term goal in mind. Ad copy is geared toward specific buying seasons (think holiday shopping), pushing a new product, or promoting special deals to boost sales. PR professionals are always looking at the big picture, delivering meaningful information about their brand to build a sustainable and dedicated base of “brand fans” that includes consumers and other stakeholders. 5. Credibi : Consumers do not believe everything an advertisement tells them, Why? Because whoever is paying for that ad is dictating exactly what the ad says. They're not going to say “our product is likely to break within a year,” even though that may be the case. Through PR, messages are communicated by a trusted third party, the media, and are far more credible. B. Translate the following paragraphs into English 1. Quan hé cng ching la nganh hoc nghién ciru va thy hanh cdc céng viée truyén théng, di ngoai cua doanh nghiép va cdc co quan, t6 chite, ca nhan, Ngudi lim PR la ngudi phy trich cae van a8 tuong tae voi cae nhém cong ching xung quanh doanh, nghiép, t6 chite nhim duy tri méi quan hé gitta cdc ben.a 2. Quan hé cng ching la mot nganh truyén théng. Khac véi Marketing hay quang cdo, b6 phan PR cé trach nhiém xay dung hinh anh doanh nghiép trén nhiéu nén tang, khac nhau. Thong qua cac chién dich, két qua ma Quan hé cong ching thu lai 1a thign cam va danh gid tich cue tir cde nhém céng ching. Trong mét té chite, bé phan PR can két hyp higu qua véi b6 phan Marketing dé tao ra cc chién dich higu qua nhat trén ca doanh sé lan hinh anh truéc cng ching. 3. Quan hé cng ching la cong cu ding 46 truyén thong cho sdn phim, con ngudi, dia diém, ¥ twang, hoat déng, t6 chite, va tham chi la ca quée gia. Ngudi ta sit dung2 PR dé xy dumg nhing méi quan hé tt vi khach hang, nha dau tu, gidi truyén thong va cong dong noi doanh nghiép hoat dong. TV/ Extending skill A. Match the illustrations with the words and phrases in the box. flowchart headings and notes tree diagram table timeline two columns spidergram == I~ (= Ge) Ge) aN 1 E H | le | i i Better decisions Need to read post Imepressive listsB B. Use the illustrations to make a presentation on the questions belows. ~ What are the definitions of public relations which are used in your country’? - In what way are they practiced? Give examples. FURTHER READING History of PR Early specialists in public relations specialized in promoting circuses, performances, and other public shows. Later, most PR practitioners were recruited from journalism. Highly paid PR positions are a popular career choice for many journalists. PR historians say the first PR firm, the Publicity Bureau , was established in 1900 by former newspapermen, Their first client was Harvard University. The First World War also helped to stimulate the development of public relations as a profession. Many of the first PR professionals, including Ivy Lee, Edward Bernays and Carl Byoir started their careers publicity the Committee for Public Information, which organized on behalf of US during World War 1. Some historians see Ivy Lee as the first real practitioner of public relations, but Edward Bernays is considered today as the profession’s founder. In describing the origin of the term Public Relations, Bernays wrote, “When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And propaganda was a bad word because of the Germans using it. So what I was to try to find some other words, so we named our organization Council on Public Relations”. Ivy Lee was a man who developed the modem news release (also called a “press release”), He introduced a philosophy of the “two-way street” public relations, in which PR consists of helping clients listen as well as communicate messages to their“4 publics. In practice, however, Lee often worked in one-way propaganda on behalf of clients with bad image, including John D. Rockfeller Bernays was the profession’s first theorist. A nephew of Sigmund Freud, Bernays took many of his ideas from Freud’s theories about the irrational, unconscious motives of human behavior. Bernays wrote several books, including Crystallizing Public Opinion (1923), Propaganda (1928), and The Engineering of Consent (1947),Bernays saw public relations as an “applied social science” that uses psychology, sociology, and other disciplines to scientifically manipulate the irrational public. “The conscious and intelligent manipulation of the opinions of the masses is an important element in democratic society,” he wrote in Propaganda. “Those who manipulate this unseen mechanism of society form an invisible government which is the true ruling power of our country.” One of Bemays’ early works is the tobacco industry. In 1929, he managed a legendary publicity event aimed at persuading women to start smoking cigarettes. Bernays arranged a march of women smoking cigarettes as a form of protest against the norms of a society. Photographs of what Bernays called the “Torches of Liberty Brigade” were sent to newspapers, persuading many women to equate smoking with women’s rights. (Samuel Adams History of PR )(T 2: FUNCTIONS OF PUBLIC RELATIONS In 1982, the Public Relations Society of America (PRSA) adopted the following definition of public relations that helps identify its purpose: “Public relations helps an organization and its publics adapt mutually to each other.”. In its “Official Statement on Public Relations”, PRSA goes on to clarify the function of public relations: + Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony. + Public relations serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large. + The managements of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The goals themselves are shaped by the external environment. The public relations practitioner acts as a counselor to management and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action. As such, the public relations field has grown to encompass the building of important relationships between an organization and its key publics through its actions and its communication. This perspective defines the field as a management function and offers insight into the roles and responsibilities of public relations professionals. ThePRSA definition, however, is not perfect: A main weakness of that definition is that it requires public relations “to bring private and public policies into harmony.”. In reality, we know that the relationships an organization has with all of its publics cannot always be harmonious. Further, that definition obligates us to act in the best interest of both the organization and its publics, which could be logically impossible if those interests are diametrically opposed. A few examples would be class action litigation, boycotts, and oppositional research and lobbying: despite the negative nature of those relationships, they still require public relations management and communication. The unique management function of public relations is critical to the success of any organization that engages people in its operation, whether they are shareholders, employees, or customers. Although many people think of publicity as the sole purpose of public relations, publicity is a subfunction of the overall purpose of public relations. Societal Functions of Public Relations Public Relations has two main societal functions: Social Responsibility and Community Relations. Social Responsibility consists of the actions of companies doing good for the community based on a responsibility to the people, animals, and resources that make up that community. This includes the company being involved in the community, helping the environment, and creating good will for the company. Community Relations is keeping society up-to-date with its community. Society is comprised of companies and organizations, and from the outside they show (on a macro level, and as a sort of sample) what some of our most influential and powerful people are up to. So in a sense, public relations is also shaped by society, as the people behind the PR are influenced by the society around them,Furthermore, it could be said that Public Relations serves as an example, both good and bad, and helps society to shape and define these terms (good and bad), functioning as a sort of reference of morality. With so many examples of morality (or the lack thereof) readily and easily available, the public is undoubtedly influenced by the actions of corporations, large or small. When companies emerge and their story is broadcast around the world, people have to wonder what sort of morals are being followed and what sort of a law of ethies is present. Public relations can also show the good that companies and the people in them can do for others, the planet, the environment, or just for the greater good of humanity. Since PR is an unbiased news resource as to what the company is up to, the public is given great glimpse as to what is actually taking place. Advertising, on the other hand, shows what the company wants us to think, know, and believe. While Public Relations serves society as a resource for consumers, it can also be a source of good for the community and other companies. GLOSSARY - adapt (v) - boycotts (n) - business (n) - community relations (np) - consumer (n) - corporation (n) ~ emerge (v) - employee (n) - foundation (n) - government agency (np)- institution (n) - key publics (np) - law of ethics (np) - ligitation (n) = lobbying (n) - local community (np) - macro level (np) - morality (n) - oppositional research (np) - pluralistic society (np) - public policies (np) - public relations practitioner (np) - public relations professionals (np) - publicity (n) - religious institution (np) - shareholder (n) - social responsibility (np) - societal function (np) - trade union (np) - voluntary association (np) 1/ Reading comprehension A. Read the text and answer the following questions 1. What does PRSA stand for? 2. How many groups of PR functions are clarified in the text? 3. What are the examples of the institutions in society given the text? 4, According to the text, in reality, can public relations bring private and public policies into harmony?5. What are the two vital societal functions of public relations? B. Read the text and decide whether the following statements are true (T) or false (F) 1. Employees, customers, local communities, shareholders are examples of society. 2. Publicity is considered as the sole purpose of public relations 3. Public relations is shaped by society, as the people behind the PR are influenced by the society around them. 4. The public relations practitioner is considered as a counselor as well as a mediator. 5. The society doesn’t mean customers. Tl/ Word study A. Match the words or phrases with their correct definitions Word/ phrase Definition I. shareholder A. strategic publics 2. boycott B. the relationship that a company, organization, etc. has with the people who live in. the area in which it operates 3. lobbying CC. a person who buys goods or services for their own use 4, customer D. the activity of trying to persuade someone in authority, usually an elected member of a government, to support laws or rules that give your organization or industry an advantage 5. employee E. the practice of producing goods and services ina way that is not harmful to society or the environment 6.social responsibility | F. an owner of shares in a company.7. morality G.the action of refusing to buy a product, do business with company, or take part in an activity as a way of expressing strong disapproval 8. key publics Ha set of personal or social standards for good or bad behaviour and character 9. consumer T. someone who is paid to work for someone else 10.community relations | J. a person who buys goods or a service C Fill in each blank with one correct word Change Service roles advertising Socially Trust company Brand Customer Quality Public Relations has many (1.)... . within a business, but the most important may be that it serves as an outlet and tool for shaping an image, whether ite fora (2.)............ Oran individual. The most important thing to remember about public relations is that it is not advertising. Though PR may have a similar .PR self-serving. It is information based, stating facts like a new product release, a recall outcome or influence on the company as (3.) s biased and has been put into effect, or that a new CEO has been brought into the company. Things PR can do for your company, firm, or self include the ability to: C1 Grow Your (4.)....:sssee C Heighten Demand of Your Product or (5.).... CI Expand Your (6,)......:.++1:++++ Pool CIEstablish (7.)...............4 for the Company and its Products C1 Form a Position of Leadership for the Company OB)... O Generate Awareness for Your Products or Services .. the Way Your Product is Perceived CO Improve Employee Moral and Draw Top (9.)....:-00e-- Talent to Your CompanyC1 Enhance the Perceived Value of Your Company OD Make (10.).. B. Write the correct form of words in brackets Marketing: The four Ps .. Responsible a Key Characteristic of Your Company Marketing is typically defined by the Four Ps — product, price, place (channels of distribution), and (1. promote)....... Product refers to the physical product and its (2. pack)............ With many products — fruit juice, for instance — the packaging is a key (3. production)... . differentiator: Juice boxes are a separate product category from frozen concentrate. Service can also be an integral part of a product. For example, L.L. Bean has gained widespread fame (4. public)... its lifetime guarantee on everything it sells. is what you charge for the product. Place refers to channels of (5. distribute)... .. —in other words, where the product is sold. Do you sell at a retail store or on a Web site? Do customers buy the product directly from you or through an agent or (6. distribute)............0...2 Promotion consists of (7. advertise). ...........+. Sales promotion, personal selling, and, of course, public relations, So as you can see, public relations is a part of promotion under the larger umbrella of (8. market)... IH/ Transl: n A. Translate the text betow into Vietnamese THE FOUR DIFFERENT TYPES OF ADS TO CHOOSE FROM... Ad Type 1: The Introductory Ad Awareness, awareness, awareness. Introductory ads are all about gaining awareness of a message. These are perfect if you are brand building or perhaps releasing a new product or service. These types of ads are here to educate,entertain, or evoke curiosity. These are great for advertising to new traffic (or cold traffic as we call it) or for use in retargeting campaigns that reach people who are already aware you exist. Ad Example: In this example, we helped our client Boocheraft promote the launch of cans with key audiences. We ran an Instagram story campaign that targeted their social and online community. Ad Type 2: Trial Ads They are what they sound like. The objective of a trial ad is to promote a product or service using a time limit to create a sense of urgency and inspire the consumer to take an action now. Trial ads can include promotional offers, gifts with purchase, and/or exclusive services or subscriptions with a tight expiration window. Ad Example: Our client, Rinse Salon, wanted to get customers back in the doors quickly. We advertised a free gift with appointment and served this ad to all previous customers, recent website traffic and social engagement.S Rinse Salon os Book your next cut or color service with Rinse Salon & get a FREE Oribe Camera Ready gift set! While supplies last. Each set includes samples of styling staples: Maxima Thickening Spray, Dry Texturizing Spray, and Superfine Hairspray. Gift sets are limited - book now! RINSESD.COM Free Oribe Gift Set with Your [800K Now ] Next Cut or Color Service Ad Type 3: Differentiating Ads These ads make it clear what is different about you, your product or your service. They create familiarity and prove why this differentiating factor should mean something to the consumer. Ad Example: It is important for to our clients Organics Unlimited, that the consumer understands what makes them different from other banana growers and distributors. In this differentiating ad, we promote an article that showcases their biggest differentiator: the non-profit division they run to give back to communities in need.©. Organics Uniimited oe Not all banana companies are created equal // Click to learn more about the early days of the organic movement, the formation of our company as we know it today, and how our non- profit GROW program impacts the lives of thousands each year. Ad Type 4: Shared Value Ads These are the warm fuzzy ads we all know and love. They evoke emotion and feelings of love and mutual respect. They are typically stories and help consumers relate in a very human way. They can be light hearted, exhilarating, funny, sad, and the list goes on. Ad Example: In this example, we promoted our client Resilient Roofing’s CSR program. The ad begins with a shared belief statement that follows educating users on how they make a difference in business. This ad example is very similar to a differentiator ad, but was the closest real life example we could show you guys of something we've created! :)<> Resilient Roofin: oe he ° Sponsored: @ We believe that everyone deserves a roof over their head. For every 100 roots we repl struction of a new home for a family == RESILIENTROOFING.COM Resilient Roofing - San ego cf) Uke =) Comment. > Share B. Transalate the following paragraphs into English. 1. Muc tiéu chinh ctia PR (quan hé céng ching) 1 duy tri danh tiéng tich cue cita thuong higu va duy tri méi quan hé chién luge véi céng ching, khach hang tiém ning, d6i tac, nha dau tu, han vién va cdc bén lién quan khac dan dén hinh anh tich cue cita thurong higu tré nén gan gii hon, thiét thure va thanh cong nbat 06 thé.2. PR khéng phai li quang céo. Cée co quan quan hé cng ching khong mua quing céo, ho khong viét truyén cho cée phng vign va ho khong tap trung vao céc chuong trinh khuyén mai cé tra tién h4p dan. Thay vio d6 ho quing ba thong higu bing céch sit dung ndi dung bién tap xuat hién trén cdc tap chi, bao, kénh tin tiie, trang web, blog va céc churong trinh TV. 3. Un diém cia PR Dé tin edy: Cong ching tin tudng thong digp dén tir bén thit ba dang tin cay hon ndi dung duge quang cdo. Pham vi tiép can: Mét chién luge PR tot c6 thé thu hit nhiéu co quan bio chi, dua ra noi dung cho mot long lén khan gia. Hiéu qua chi phi: Quan hé cng ching la mét ky thuat higu qua vé chi phi dé tiép cfn d6i tuong én so véi khuyén mai cé tra tidn.IV/ Extending skill 1/ Writing a formal letter of invitation 1. Format This letter’s formal language reflects the formality of the event, It requires a formal reply. Here is an example of this kind of letter. Erskins and Co. 985 Washington * Boise, ID 83805 ‘555-8800 October 1, 20XX. Carmen and Ted Schmitt 800 Lander Lane Meridian, ID 83642 Dear Mr. and Mrs, Schmitt: ‘You are cordially invited to a formal dinner in honor of Samuel Time, Date and Place Whitters on October 21, 20XX, at 8 p.m. at the Boise Hilton. of Event Mrs. Schmitt, as you are an associate of Mr. Whitters, we would | Request like you to speak briefly about his work in the lumber industry. If this is possible, please let me know within the next week. Deadline Please note that this is a black-tie event. RSVP with the names of those attending by October 14. Requirements Sincerely yours, Signature John Randall IIT Chairman, Social Committee 2. Tips for writing an invitation letter to a business event + Address the guests professionally + Write the invitation letters in formal language content and tone + Mention precisely the details of the event including date, time, venue, and purpose+ Mention the purpose of the event and what the guests will benefit from + You may include the event schedule + Request for confirmation of attendance + You can use special invitation cards that look more impressive + Send invitations from a recognizable source like company name + Be brief and concise 3. Practice Choose one of the following invitations to write a formal letter of invitation. Biju Slutions invites yout Innovate: A Brand Launch May 2,2020, II/ Discussion: What are types of advertising?UNIT 3 ROLE OF THE PUBLIC RELATIONS PRACTITIONER The communication technician This often highly skilled individual carries out communication programmes and activities such as writing news releases, editing house-magazines and developing websites. They probably do not undertake research, except to decide which communication mechanism suits their prescribed purpose best; implementation is their focus. They will not be involved in organisational decision-making. The communication manager This person is in the dominant coalition, plans, manages and facilitates the communication programme, counsels management and makes policy decisions Communication managers in tum can find themselves in different roles. The expert prescriber They are seen as the authority on communication, and management relies on them to come up with solutions to problems. The expert prescriber researches and defines public relations problems, develops programmes and implements them, sometimes with the help of others. There are dangers in this role: practitioners may become overconfident, perceiving themselves as in a position of great authority and with exclusive knowledge. The downside is that they may be solely accountable if things over which they have no or little control “go wrong’. For senior managers who are not directly involved in public relations there is an issue around abdicating responsibility for communication or overdependence on a particular individual. In situations such as crises it is important for experts to guide and provide definitive advice, but in the longer term it is beneficial to diffuse public relations thinking, expertise and knowledge throughout organisations.The communication facilitator These individuals act as go-betweens: interpreting, mediating and keeping open twoway communication between an organisation and its public. They are often the official contact points in organisations, are trusted by stakeholders and the organisation alike and act in the mutual interest of all involved. Boundary-spanners in a very real sense, communication facilitators remove barriers and establish links between all interested parties. They work on the basis that mutual understanding facilitates good decisionmaking and provides shared benefits. The problem-solving facilitator These individuals work with others in the organisation to identify and solve problems. They are involved in strategic decisions from the beginning, helping to set objectives, defining communication needs and advising on implementation. Problem-solving facilitators are perceived to be skilled at helping others in analysis and solution finding and as such are invited into the decision-making coalition. Professional and business skills of specialist of PR and advertising It is important to understand the basics of PR and advertising at the very beginning of the career. Induction, instruction, explanation of senior colleagues and acquired on the job experience will help to master in these basics. Skills of planning and evaluation are crucial in order to make the PR and advertising accountable and measurable. Writing skills and design skills The specialist of PR and advertising is required to be engaged in the writing of press- releases, reports, speeches, letters, explanations of design material. literate document may cause criticism of the company. Professional skills of artists- designers are required.Presentation Skills It is necessary to carry out a large number of presentations, meetings, competitions, where the employee must be able to act, to make announcements. Skills of communication with Media Practice communicating with the media allows us to achieve the lighting information and conduct successful interviews. The specialist should be competent to hold a press conference or to participate in it. Working knowledge of computer and electronic communications PR specialists must be familiar with all the new developments in information technology that affect the Company and the results of communication. Reputation Management Skills Each definition of the essence of PR puts reputation in the first place. PR specialists must understand the importance of reputation, as well as how to create the reputation of the place it occupies in the corporate balance sheet and that it can be quickly lost. Project management skills Most PR -programs consist of several parts, and as a specialist in public relations, you must have project management skills to fit into the schedule, allocated budget and get scheduled income from the sale of the business project. Knowledge of the business Any sector of the economy has its own peculiarities, and a specialist must have a clear idea about what is best practice in his field in the justification of the business idea and work with the target audience of consumers. Personality as an effective specialist in PR and advertising + Sociability. The employee must have fun expressing their thoughts in writing or orally. He must be able thoughts in writing or orally. He must be able to communicate with different people, so the ability to adapt their approach and language is fundamental4 * Creativity. In any project, any program should introduce an element of creativity, novelty, thanks to which the order will be filled with bright perceived customers and stand out against the general background of the business project. + Orderliness. PR specialists usually have to work on several projects at the same time, with different people, consultants, so you should be able to make use of work schedules and to keep pace with time to do all the work. Organizational approach to work is an added advantage. + The ability to learn. Desire and ability for continuous learning on the job is the key for moving up the career ladder. + Calm under pressure. Stress is common to many occupations. Sometimes the pressure is generated independently, if the employee is constantly striving for perfection, sometimes it causes the external forces, if there was a crisis. Regardless of the circumstances, and the source worker must be able to operate effectively under any pressure. + Confidence. Confidence breeds confidence. This confidence comes from experience, and often you need to work for many years before the employee is able to provide expert advice and recommendations. + Perseverance. Good PR and advertising is never aggressive or passive. Healthy perseverance will do the job more efficiently. + Honesty. PR-specialist is responsible for maintaining the truth, everything depends on its reputation in the team. + Sense of humor. A sense of humor helps to establish the communication process and helps to avoid dangerous situations.GLOSSARY - accountable (adj) - allocated budget (np) - announcement (n) - authority (n) - barrier (n) - competition (n) - creativity (n) - crisis (n) - criticism (n) - design (v, n) - design material (np) - evaluation (n) ~ house-magazines (np) - illiterate document (np) - link (n) - measurable (adj) - media (n) - meeting (n) ~ news releases (np) - presentation skill (np) - press conference (np) - press-releases (np) - project management (np)- report (n) - reputation (n) - schedule (n) - senior manager (np) - solution (n) - speech (n) - website (n) 1/ Reading comprehension A. Read the text and answer the following questions. 1. What are communication programmes and activities that PR practitioners often carry out? 2. Are the PR practitioners involved in making policy decisions? 3. What are the different roles of a communication manager? 4, Why is evaluation very important in PR? 5. What does “sociability” mean? B. Read the text and decide whether the following statements are true (T) or false (F). 1. The problem-solving facilitator works with others in the organisation to identify and solve problems 2. The expert prescriber interprets, mediates and keeps open twoway communication between an organisation and its public 3. The writing of press-releases, reports, speeches....isn’t relating to design skills. 4, PR-specialist is responsible for maintaining the truth and the reputation of a company.7 5. The results of communication are not affected by IT knowledge of PR specialists.. I/ Word study A. Match the words or phrases with their correct definitions. Word/ phrase Definition 1. senior manager ‘A. a written statement from a person or group that is given to newspapers and broadcasting organizations to become p art of the news 2. media B.the group of people responsible for controlling and orga nizing a company 3. news releases C. written statement about a matter of public interest which is given to the press by an organization concerned with the matter 4. crisis D. the intemet, newspapers, magazines, television, etc., considered as a group 5. press conference . able to be measured. 6. competition F. managers at the highest level of a company or organization, considered as a group 7. measurable Gthe process of judging or calculating the quality, import ance, amount, or value of something 8. press-releases H. an extremely dangerous or difficult situation 9. evaluation 7. a meeting at which a person or organization makes a public statement and reporters can ask questions8 10. management —_| G. the situation in which people or businesses are trying to be more successful than each other, for example by making more sales in a market B. Fill in each blank with one correct word. targets experience staff media management establish campaign communicate understanding _ planning st The demands on Public Necessary qualities of Public Relations Speci Relations consultants or Public Relations managers are very great. They are often regarded as oracles and expected to perform miracles. Yet, no matter how great their intelligence, training and (1 ... they can never be experts in everything. Public Relations man or woman has to be able to accept that in Public Relations one never stops learning. The ability and the willingness to find out are very important. The following qualities are very important for Public Relations specialist, no matter what his or her background may be: -ability to get along with all kinds of people: this means (2). . sometimes tolerating people, not flattering them. -ability t0 (3).......2+-.. that is, explain by means of spoken or written word by visual means, -ability to organize, ability for patient (4)....... -personal integrity in both professional and private life. -creativity when designing a house journal, writing a script for a film or videotape. -ability to research and evaluate the results of a PR (5).... and learn from these results. Responsibilities of the Public Relations manager may be defined as:-t0 Set (6).....0...++.+ OF define objectives for PR operations; -to estimate the working hours and other resources; -to choose publics, (7)...........-., time for operations, and best use of manpower and other resources. The tasks of the PR manager could be: -to (8)... products, and services. ... and maintain a good image of the organization and of its policies, -to monitor outside opinion and report it to the management. -to advise (9).............. on communication problems, solutions and techniques. -to inform publics about policies, activities, products, services and (10)... so that maximum knowledge and understanding is won. C. Write the correct form of words in brackets. In the revitalization of the court of public opinion underway since the 60s, a broader scope has been opened to public relations professionals. The innumerable case problems shared with us each year mandate six roles for the contemporary practitioner: 1. Researcher. All sound public relations begins with research, and ends with it, in the form of (1. evaluate). More than half the steps in the public relations process involve research. (Additional training needed: informal research techniques, data analysis.) 2. Counselor. A basic skill, whatever your job. It does no good to be a great tactician or (2. Strategy) .. if you can’t persuade colleagues to adopt your ideas. (Additional training needed: O.D., organizational behavior, systems theory, persuasion theory, policy sciences, diplomacy.)10 3. Strategic Planner. This enables organizations to move from a reactive mode to a proactive mode. The strategic planner aligns activities with specific goals and understands how to measure successes. (Additional training needed: trend (3. amalyZe) ........+++ss+s++4 futures research, behavior change theory.) 4, Educator. Public relationships are not created or “handled” by us but by everyone in the organization, at every level. Must be made aware of this (4. responsible) .. and trained to carry it out. Our job is to do the teaching & coordinate their efforts. (Additional training needed: learning theory, group psychology, motivation.) 5. (5. Communicate) Our original assignment, now immensely complicated by emerging technology. Internal, external, print, film, broadcast, mass, personal — (6. practice) . .._ must master all, (Additional training needed: diffusion process, the six methods of persuasion, graphic psychology, (7. advertisement) . information mapping.) 6. Cheerleading. Every group needs cheering on or up. Basic human psychology. Who is better able, or situated, to do it than the public relations department? (Additional training needed: cultural anthropology, listening & empathy skills, recognition & reward programming, feedback (8.systematic) . )Til/ Translation A, Translate the text below into Vietnamese. a Examples of what public relations people do (source: Fawkes 2004) Public relations activity Explanation Examples Internal communication Communicating with employees, Inhouse newsletter, suggestion boxes Corporate PR Communicating on behalf of whole Annual reports, conferences, ethical ‘organisation, not goods or services _statements, visual identity, images ‘Media relations ‘Communicating with journalists, Press releases, photocalls, video news Business to business Public affairs ‘Community relations corporate social responsibilty Investor relations ‘Strategic communication Issues management Crisis management Copywriting Publications management Events management, exhibitions ‘Specialists, editors from local, national, Intemational and trade media, including newspapers, magazines, radio, TV and web-based communication Communicating with other organisations, e.g. suppliers, retailers ‘Communicating with opinion formers, €.g. local/national politicians, ‘monitoring political environment ‘Communicating with local community, elected representatives, headteachers, etc. Communicating with financial organisations individuals Identification and analysis of situation, ‘problem and solutions to further ‘organisational goals Monitoring political, social, economic ‘and technological environment ‘Communicating clear messages in fast changing situation or emergency Writing for different audiences to high standards of literacy Overseeing print/media processes, often using new technology Organisation of complex events, exhibitions. releases, offthe-record briefings, press events, Exhibitions, trade events, newsletters Presentations, briefings, private meetings, Public speeches Exhibitions, presentations, letters, meetings, sports activities and other ‘sponsorship Newsletters, briefings, events Researching, planning and executing @ ‘campaign to improve ethical reputation of ‘organisation Considering effect of US economy and presidential campaign on UK organisation Dealing with media after major rail crash on ‘behaif of police, hospital or local authority Press releases, newsletters, web pages, ‘annual reports, Leaflets, internal magazines, websites ‘Annual conference, press launch, trade ‘shows2 B. Translate the following paragraphs into English. 1. Trong cae doanh nghiép hién nay, pham vi hoat d6ng ciia nhan vién PR rat rong, nhung da phan tap trung 6 cac mang: t6 chite cdc sur kién dic biét, khac phyc nhing bat én, quan hé véi gidi truyén théng, vai cae co quan hitu tréch... Ben canh 46, PR con lam cae cng vige nhu trich Tye théng tin, ti trg, tir thign, di ndi... 2. BO phan PR thudng tap trung vao cdc nhiém vu nhu xdy dung cdc chién dich truyén théng huéng dén cae déi tong khach hang khée nhau, quan ly céc suv kign ac bit nhu hop bdo, ra mat san pham méi, t6 chite cde budi 18 Khai truong va 16 khanh thanh, viét tai ligu giéi thigu, ban tin va thong cdo bao chi, dich cdc tai ligu va theo doi bao chi trong nude va quéc té...B TV/ Extending skill Writing a letter of acknowledging a complaint. Acknowledging a Complaint This leter is used to acknowledge a complaint and offer a solution to the problem. a oe Tiny Toes Dance Studio 33 Barbara Dr. + Butte, MT 59777 September 2, 20XX. Mickey Wa 790 7th St. Butte, MT 59777 Dear Mr. Wu: ‘Thank you for your letter of August 30 discussing our policy Acknowledgment of concerning payment for missed classes. Complaint Thave checked with our owner, Ms. Timberlane, for a clarification. | Sofution In the past, our policy was that missed classes would still need to be paid for. Under the circumstances, however, she said that you will not have to pay for the classes your daughter missed because of her unfortunate accident on the way to class. We hope this is a satisfactory solution for you and wish your Summary daughter, Jasmine, a speedy recovery. We shall put a hold on your account until she is ready to return to her tap lessons. Thank you ‘once again for your concern, Thank You Sincerely yours, Signature Mary Manson Business Manager MLM:wmjUNIT 4 MODELS OF PUBLIC RELATIONS There are different models of public relations that organization adopts to reach mutual understandings between their publics. Grunig and Hunt have developed four theoretical communication models of public relations which are press agentry, public information, two-way symmetric and two-way asymmetric (Grunig & Hunt, 1984) 1. Press agentry/publicity model The earliest PR model to appear was press agentry or publicity. It emerged in the late 19th century and was characterized as one-way communication. -The information can be distorted, half-true or incomplete -Uses persuasion and manipulation to influence audience to behave as the organization desires. -This model’s main purpose is propaganda. 2. Public Information model By the early 1920s the press agentry model lost credibility with journalists, largely because they had been deceived by press agents too many times, so it gave rise to the public information model - This model of public relations is a style of one-way communication (organization to target public). It demonstrates an emphasis on maintaining and enhancing the organizations image by distributing meaningful information’s to their target public. - Uses persuasion and manipulation to influence audience to behave as the organization desires. - It uses small amounts of research such as readership, readability studies etc. Today, the public information model can be found in goverment agencies, NGOs and in some businesses. 3. Two way asymmetric By the late 1920s and early 1930s a new model began to emerge.2 - This model of public relations is a style of two-way communication where feedback is given. In this style it is limited to helping the sender gain maximum impact of messages. This process is seen as in balanced as it benefits the sender only. - In this model, public relations practitioners manipulate and force the public to behave in a way that they would like, this is also known as a form of scientific persuasions. - Unlike its predecessor models, the two-way asymmetric model of PR relies heavily on research about the target publics. Such research is frequently conducted through attitude surveys and focus groups. This model is practiced extensively today by many businesses and public relations agencies. 4, Two way symmetric In the 1970s the two-way symmetric model of public relations arose. - This model of Public Relations is a style of two-way communication that has a purpose of gaining a mutual understanding with the target audience. This particular style is a great way to enhance target audiences view on the organization. -Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s) - Using feedback will allow organizations to adapt to behavioral change practices and develop new policies to align with the perceptions/expectations of key publics - This model is also considered to be the best model to maintain social responsibility. This model was initially practiced by businesses that were heavily regulated by the government, e.g., utilities, energy companies, etc., because they needed the approval of various publics to carry out their business activities. Today, many PR practitioners consider this model to be “emergent” and yet fully developed. Thus, these models of PR-activity, on the one hand, characterize the main stages in the development of professional activities and social institution, on the other - can see the main areas of "demand" of a model in a specific historical period.Kinds of PR Let's start with the most bad faith, but effective-black PR. It means "dirty" methods and means to achieve the objectives (deception, bribery, scandals). Typically, its goal is to discredit competitors, such as spreading false information about the products. Black PR has a strong treatment effect, so it is often a means of combating between large companies. But sometimes it has the opposite effect and only improves the position of competitors in the market. Therefore, this kind of PR requires a high professionalism. White PR - legal methods of forming the reputation, the purpose of which is to reveal the positive aspects of the product, brand benefits, without affecting competition, Pink PR based on the construction of myths and legends. For example, one of the methods of pink PR is creating firm's history, when the company tells about what setbacks it overcame on the road to success. Green PR, from the title implies that it is connected with the ecology - based on the company's responsibility in the field of environmental protection (reduction in use of plastic for packaging, material support of environmental organizations, etc.) Yellow PR uses methods containing abusive elements to attract attention. Similar examples in this case are often seen in politics and show business. Grey PR means indirect advertising, "necessary " information supplied in veiled form (eg. through the reviews on the forums, “accidentally” in the news). Brown PRis very closely linked with the promotion (mainly in political movements. -neo-fascist ideas and xenophobia) The company can choose for itself any kind of PR, everything depends on the profile of the company, as well as on budget. PR is one of the most expensive activities, but having the most lasting effects, so from all the investment is the most necessary and in any case advantageousGLOSSARY bribery (n) business activity (np) competitor (n) credibility (n) deception (n) discredit (v) distribute (v) feedback (n) impact (v.n) manipulation (n) NGOs (n) negotiate (v) one-way communication (np) persuasion (n) political movement (np) press agent (np) press agency (np) professionalism (n) propaganda (n) public information (np) public relations agency (np) readability study (np) readership (n) regulate (v) scandal (n) two-way asymmetric (np) two-way symmetric (np)I/ Reading comprehension A. Read the text and answer the following questions. 1. What are theoretical communication models of public relations developed by Grunig and Hunt? 2. What are the earliest PR model? 3. Why did Public Information model appear? 4, Which model focuses on conducting research about the target publics? 5. What are kinds of PR named after? B. Read the text and decide whether the following statements are true (T) or false . 1. Press agentry model's main purpose is propaganda. 2. Publicity model is a style of two-way communication 3. Two way asymmetric model is practiced extensively today by many businesses and public relations agencies. 4. Two way asymmetric is also considered to be the best model to maintain social responsibility. 5. White PR can gain the company reputation without affecting competition. I/ Word study A. Match the words or phrases with their correct definitions. Word/ phrase Definition T. manipulation A. the fact that someone can be believed or trusted 2. propaganda Borganizations that tries to achieve social or political aims but is not controlled by a government 3. scandal C. controlling someone or something to your own advantage, often unfairly or dishonestly 4. credibility |D. making someone do or believe something by giving them a good reason to do it or by talking to that person and making them believe it6 5. negotiate E. information or ideas that are spread by an organized group or government to influence people’s opinions 6. NGOs F. a person whose job is to provide newspapers, television, etc. with information about a famous or important person or company 7. press agency |G. an action or event that is considered immoral, causing the public to react with shock or anger 8. political movement | H. a collective attempt by a group of people to change government policy or society with mainly political goals 9. press agent ‘1. an organization that collects and gives news to newspapers, magazines, television news programs, and radio stations 10. persuasion J. to have formal discussions with someone in order to reach an agreement B. Fill in each blank with one correct word. promote fillsin based find out_—change analyze conduct study divide obtaining Methods of PR activities The main purpose of PR is to (1). . goods or services. A variety of different methods and techniques that affect different mental structure of man as a conscious and unconscious level is used. But it should be noted that there are no purely PR methods, it borrows them from different sciences, Methods of sociology Desk research7 These researches are less expensive than, for example, the questionnaires. The main purpose of desk research is to collect and (2).... maximum information on the studied topic. Field research The main purpose of the field research is in direct contact with the target audience in order to (3). Aeceeee researches is quite difficult because their cost is rather high (they are expensive). its relation to the various problems and to . teasons for making certain decisions. TO (S)eesssceeee+ Stich Also survey technique was borrowed from sociology: Questionnaires. The point of questionnaires is that the respondent (6). questionnaire himself, Expert interviews are typically focused on getting detailed information on narrow topics. Depth interview is a survey of respondents, conducted in the form of conversations with interesting range of issues. Focus group is a group conversation, which occurs in the form of discussion and aimed at (7). perception of different objects: the specific goods and services and motivation of «subjective information» from its participants on their their purchases, brand image, etc. Methods of marketing Segmentation is a strategy of manufacturer and sellers of goods that is to (8). of goods sold, geographic location. The market into separate parts (segments) on the basis of the type Positioning is the process of determining the place of a new product in a number of existing products, that is, establishing its use, sales along with other goods, the possibility of displacement old products on the market and compete with them. The positioning is necessary for understanding the potential of the output with a new item on the market.Methods of psychology The method of manipulation is in the process of ideological and socio-psychological impact on people in order to (9)... their behaviour against their interests. The method of propaganda is a psychological impact on the population through the media and communications. Propaganda is a method of exposure, fulfilling the function of the value of regulation of consciousness and this is (10).. ..on the psychological mechanisms of comparison and evaluation ete. C. Write the correct form of words in brackets. ... of the field showed four distinct models of The historical (1. develop)... public relations, as identified by Grunig and Hunt, With this brief background in the history of public relations, you likely know enough about the models now to begin . Allare still in use employing each in your public relations (2. magage) .. in public relations practice today, and these terms are used in the academic literature and in public relations management. The one-way models are not based on (3. society) scientific research but on a simple dissemination of information. The two-way models are based on research, which is what makes them the two-way management model. In order of their development, the models are as follows: + Press agentry. One-way (information) dissemination focusing on (4. public) for persuasion/attention, + Public information, One-way (information) (5. disseminate) .. providing information. + Two-way asymmetrical. Two-way (research), which is (6, balance) .. in favor of persuading publics to support the organizations’ interests + Two-way symmetrical. Two-way (research), which is more balanced in terms of creating mutual understanding: moving equilibrium Due to the mixed-motives. inherent in the public relations process, public relations (7. profession) ... .. will most likely use a combination of these models in public relations management. These models suggest an overall philosophy of public9 relations, while situations require different approaches. Therefore, itis also useful to have public relations (8. strategic) ... ...that reflect a contingency of varying approaches. l/ Translation A. Translate the text below into Vietnamese. Typical Public Relations Agency Subfunctions In addition to the general media relations activities offered by many public relations agencies, seven specializations or subfunctions commonly exist. Crisis Management Crisis management involves both planning for and reacting to emergency situations. Organizations have a need for quick response plans and fast and accurate information provided to the news media that public relations agencies specializing in crisis or risk management often provide and implement in the case of a crisis Lobbying As an adjunct to the government relations or public affairs unit of the corporation, an external lobbying firm may also be hired. Lobbyists normally have expertise with the industry for which they are hired to communicate, and maintain relationships with legislators, press secretaries, and other governmental officials. They often provide educational documents, policy analysis, and research to those in government on behalf of clients. Member Relations The public relations subfunction known as member relations, as the name implies, is responsible for maintaining good relationships with members of an organization, These members may be alumni, donors, members of activist or support groups, or virtually any group distinguished by a commonality and requiring membership. Development and Fund-Raising The public relations subfunction of development fund-raising often overlaps with member relations in that it seeks to build support, particularly in the form of financial donations or government grants.10 Polling and Research Polling and research are carried out to such an extent within public relations that specialized firms exist to conduct these activities full time, usually on a contract or retainer basis. It should be noted, however, that very large organizations often have their own research “departments” within one or more public relations subfunctions. Sports, Entertainment, and Travel Public Relations Specialized forms of public relations exist as public relations subfunctions for each of these very large industries. Advertising Although advertising is a separate profession from public relations, it is usually employed as part of a public relations campaign. B. Translate the following paragraphs into English. 1. Theo hoe gid James Grunig, giéo su nganh truyén théng tai dai hoe Maryland - Mf, cdc hoat déng trong inh vuc PR (Public Relations - Quan hé céng ching) dure phan chia thanh 4 nhom dua trén d6 xac thuc ciia théng digp va loi ich ma hoat dng truyén thong mang lai cho céng ching. Grunig goi 4 nhém nay 1a céic mé hinh: (1) quang danh, (2) théng tin cng, (3) truyén théng hai chiéu khéng déi ximg va (4) truyén thong hai chiéu d6i xing. Ong m6 té 4 mé hinh nay trong ly thuyét vé do ludng mite 46 xudt sic cia nha truyén théng (excellence theory) véi ham y ring dé thyc hién nhing mé hinh truyén théng sau doi hoi nha truyén thong phai nd Ie nhiéu hon véi nhimg chudn myc nghé nghiép cao hon m6 hinh truéc, nhim dam bao quyén Igi nhiéu hon cho céng ching.