Word-combinations to Public Relations to be learned by heart.

allegiance to the professsion - преданность профессии

assist relations with the public – наладить / поддерживать отношения с обществом

as well - также

at the heart - зд. во главе, в середине

be an agent for one’s policies – проводить чью-либо политику

be defensive - занимать оборонительную позицию

body of knowledge - основа знаний

combine the weaponry of sword and pen – совмещать перо и меч

conduct a complete investigatiion - провести полное исследование

convey information - донести информацию

correct erroneous communication - исправить ложное (ошибочное) сообщение

dissiminate false information - распространять ложную информацию

encourage commitment to smb., smth. - поддерживать обязательства перед кем-либо

enforcement procedure - обязательная процедура

engage in deception - вовлечь в обман

errosion of public confidence - разрушение общественного доверия

feature smb. in real-life situation – показать кого-либо в обычной жизни

fight tooth and nail – сражаться насмерть

fraudulent testimonials - ложные показания

further one’s museum and circus - продвигать

gain lucrative contract - получить выгодный контракт

give credit for (ideas and words)- доверять(идеям и словам)

give due respect to the ideal of smth. - воздавать должное идеалам(добра и т.п.)

go far beyond the position - превосходить

grant permission - дать разрешение

harm the credibility - вредить доверию

have a hand – приложить руку

impose sanctions against smb. - налагать санкции на кого-либо

in the long run - в конце концов

issues of security - ценные бумаги

keep to the letter of law - придерживаться буквы закона

maintain a high ethical standard - придерживаться высоких этических норм

need-to-know (facts, information, etc.) - важные для сведения (факты и т.д.)

on a foundation of trust - на основе доверия

on behalf - от имени

out-of-court settlement - по решению суда

place smb. in a false position - поставить кого-либо в ложное положение

pull the strings - дергать за нитки

right-to-privacy - право частной собственности

short-sighted and misguided practices - близорукая и вводящая в заблуждение практика

sound personal values - значительные личные ценности

stay within legal limits - оставаться в рамках закона

top level - высший уровень

unsubstantiated claims - необоснованные требования

unlawfull dismissal - незаконное увольнение

uphold ethical standards - соответствовать этическим нормам

 

III

1. 1.Read the text.

relations with the media or Media Relations

The media are businesses that gather, package and sell information.

Journalists have mixed feelings toward public relations practitioners—suspecting them of manip­ulation, while depending on them for information.

Public relations practitioners view journalists as an audience, a medium through which to reach the broader public, and as gatekeepers representing and responding to the public's need to know.

When public relations practitioners build re­lationships of confidence and trust with journalists, many mutually beneficial interactions can result.

Three direct ways of intentionally reaching the media include news releases, discussions with journalists (particularly interviews), and news con­ferences.

Public Opinion

When many people consider the function of public relations, their first thought is: “Those are the folks who deal with the media." And although public relations does far more than deal with the media, that certainly is an important aspect of the job. Media coverage can have signifi­cant positive or negative impacts on every aspect of an organization's opera­tions. Public confidence and public support are often determined by the treatment an issue receives in the press and on radio and television.

If a public relations practitioner is to work effectively with the media, he or she must understand how the media function and how reporters work. Insights into journalists' views of public relations and into the working rela­tionship of journalists and public relations practitioners are also essential. Public relations practitioners must be prepared (and must prepare others) to deal with the media face-to-face. Finally, practitioners must be proficient in the art and craft of publicity and knowledgeable about the tools used to gain media attention.