Учебное пособие по английскому языку уровень с1

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ИНТЕРАКТИВНАЯ ПИАР-КАМПАНИЯ: ОСНОВНЫЕ НАПРАВЛЕНИЯ ВОЗДЕЙСТВИЯ:

1. Массовая коммуникация – продвижение с целью охвата максимально широкой аудитории, привлечение новых пользователей.

2. Коммуникация в группах – продвижение в среде, структурированной согласно выбранным критериям с целью привлечения целевой аудитории бренда, а так же поощрения лояльных клиентов.

3. Медиа-коммуникация – предполагает продвижение за счет интерактивных СМИ

ИНСТРУМЕНТЫ PR КАМПАНИИ В ИНТЕРНЕТЕ

Web-сайт компании
Социальные сети
Специализированные форумы
Блоги
Интерактивные новостные порталы
Поисковые системы и каталоги
онлайн-конференции
интернет-трансляции
e-mail маркетинг
баннерная и контекстная реклама
спонсорские и партнерские программы
Электронные версии off — лайновых журналов и газет

Ex. 9 Give the written summary of the topic “PR in the online world” (350 words).

Ex.10 Go over pages 141-159 of the book “PR today” and the texts of the exercises 7 and 8 of the present textbook. Get ready to speak on the following issues of the topic “PR in the online world”.

Advantages and disadvantages of the PR model
PR as a real driver for lead generation in the digital age
The difference between off-line and on-line PR
Step-by-step instructions to create an effective online news release

Chapter 8 Corporate Social Responsibility
Ex.1 Answer the following questions:

What does CSR refer to? Is it really important? Why?
What are the seven CSR guidelines?
What are the three dilemmas of CSR?
Why do some people want and expect all kinds of businesses not just to be good but to do good?
What are some CSR issues?
What must you make sure devising CSR plan?
What can a company do to get a better image?
Why should the staff be aware of any CSR or charitable initiatives that the organization is involved in?
In what way can a company be popular and topical?
Why can over-claiming do more harm than making no claims at all?
Why is it difficult to balance businesses’ financial duties with their social and environmental responsibilities?
Why do PR practitioners like to use CSR to try to give their industry a veneer of morality and social responsibility and what result may this have?

Ex.2 Match the words with definitions.

1. anything that makes something look more elegant or attractive than it is	a boardroom
2. a group of people who try actively to influence legislation	a self-styled PR man
3. a declaration	to blossom
4. someone who suggests (puts forward) an idea or who is in favor of an idea	stakeholders
5. righteous	pressure group
6. claimed by and for yourself often without justification	public face
7. a person interested in a company	on the back foot
8. to rise swiftly	an assertion
9. any kind of evasion strategy	virtuous
10. at a disadvantage; outclassed by an opponent	to soar
11. a place where a committee meets	a fiduciary
12. a person who holds assets in trust for someone else	veneer
13. an image of a company	a proponent
14. to begin to flourish and develop	a dodge

Ex.3 Give definitions of the following words and word-combinations
PR trade bodies, paymaster, overseas investors, forward thinking, core business, vulnerable, NGO, “reinvigorating ethics”, walking the tightrope of dilemmas.
Ex.4 Complete the words and translate the following sentences into Russian. Change the form of the word where necessary.

Try as he might to apply some diplomatic v______________________ to the troubled relationship, the gaping cracks are plain to see.
Investing is often made more complicated than necessary by the financial media and the s_____________-_________________ “experts” featured in its coverage.
Both men have helped rewrite the traditional corporate playbook, which long advised d________________________ touchy topics in an attempt to protect the bottom line.
By this point, both p_________________________ and opponents of bans could claim to be vindicated.
But just saying a broker owes a f_________________________ duty does not mean investors will avoid risk or be shielded from losses.
The stock market crashed, inflation s_______________________ and the nation sank into the worst depression it had ever seen.
Psychologists call this sort of behaviour “moral licensing”: the tendency to indulge yourself for doing something v______________________________.
I disagree with youre a______________________________ of what men and women in their first year of university “should” be doing.
Peru says it will sue activists from the environmental p_________________________ g________________________ Greenpeace after they placed a banner next to the Nazca Lines heritage site.
Today, CIOs have the tools to deliver data to internal s___________________________ and external partners.
This is the time of year when company directors venture out of the b__________________________________ to encounter the investors they have a duty to serve.

Ex.5 Translate the following words and word-combinations from Russian into English

Зал заседаний совета директоров; внешние инвесторы; движение/влиятельная группа; развиваться; прогрессивная компания; предъявлять завышенные требования; освещение в СМИ; размещение сообщения; подверженный критике; основное направление деятельности; набирать высоту; действенный/добродетельный; хвастливый; уловка/избегать; лицо, покрывающее издержки; лоск; доверенное лицо.
Ex.6 Translate the following sentences from English into Russian

With so many women-run startups cropping up and more companies looking to create diverse boardrooms, women are proving to deliver tangible and intangible advantages.
Reward the self-styled “thought leaders” in each session by adding them to your Twitter “follow” list.
Still, a few firms have begun to blossom since its ruling generals began opening up the economy in 2011.
Moreover, frequent reviews are viewed by employees and shareholders as an objective exercise that creates stakeholder value.
Few individuals or pressure groups have the streamlined legal resources of central or local government.
Twenty-five years ago, a new film reinvigorated a genre and seemed to point a way forward.
Some people manage to hide their less virtuous qualities better than others, but that doesn’t mean their darker natures don’t exist.
On his return to London in 1838, Macaulay spent some years in parliament, first as war minister then as paymaster general.
One of those two assertions must be wrong and we’re all pretty sure that it’s not the interest rate one.
Proponents, such as the National Football League Players Association, say it will prevent businesses from using a person’s name or likeness to sell goods.
I loved that character -- again, it's the veneer of respectability disguising suburban prejudice of a really quite vicious and dismissive nature.
Typical response: dodge the bullet, blame someone, and keep going along the old merry way.

Ex.7 Translate the following sentences from Russian into English

Они признали, что были уверены в своей игре, но осторожны, чтобы не делать каких-либо грандиозных заявлений или утверждений.
Он принял решение, «расти» в государственного чиновника, кто-то, кто мог бы возглавить страну, а не только лоббирующую группу.
Репортер New York Times Ashley Parker с самой первой строчки пыталась подвергнуть критике (раскритиковать) Mitt Romney в своей статье, посвященной его обращению к Национальной гвардии в Рино.
Ему удавалось вводить всех в заблуждение своей показной образованностью.
Сторонники говорят, повышение минимальной заработной платы поможет низкооплачиваемые работники вырваться из нищеты
Экспорт программного обеспечения и электроники вырос за последние годы, внутренний рынок высокотехнологичной продукции и услуг неуклонно набирает силу.
Многие производители вынуждены балансировать между слишком высокими ценами на свои товары и настолько низкими, что они не принесут никакой выгоды.
TED – это хороший пример того, как компания добилась значительного роста, сосредоточившись на своей основной деятельности, получая пользу от непрофильных возможностей для создания бренда.
В любой момент лодки могут перевернуться, может закончиться топливо, двигатель может сломаться - и они уязвимы для холодной погоды.
Другие говорят, что политически мотивированные или нет, те, кто участвует в программах имеют добродетельные(добрые) намерения и по-настоящему верят в конечные цели.

Ex.8 Translate the following text from English into Russian
There is growing recognition of the significant effect the activities of the private sector have—on employees, customers, communities, the environment, competitors, business partners, investors, shareholders, governments and others. It is also becoming increasingly clear that firms can contribute to their own wealth and to overall societal wealth by considering the effect they have on the world at large when making decisions.

Business opinion polls and corporate behaviour both show increased levels of understanding of the link between responsible business and good business. Also, investors and financial markets are beginning to see that CSR activities that integrate broader societal concerns into business strategy and performance are evidence of good management. In addition to building trust with the community and giving firms an edge in attracting good customers and employees, acting responsibly towards workers and others in society can help build value for firms and their shareholders.

It must be recognized up front that CSR still creates a degree of confusion and controversy. Is the promotion and implementation of socially and environmentally preferable corporate conduct a function of business or government? Is the implementation of CSR practices a cost or a value-enhancer? Is it just public relations? In part, the problem stems from definitional issues, and a perception in some quarters that CSR is more about philanthropy, rather than “doing business” and responding to shareholder interests. The central thesis of this guide is that CSR is an integral part of the new business model.

Properly understood, CSR should be seen as the way that firms—working with those most affected by their decisions (often called “stakeholders”)—can develop innovative and economically viable products, processes and services within core business processes, resulting in improved environmental protection and social conditions. This approach manifests itself in many forms, including high profile statements made by many corporate CEOs. Launching General Electric’s “Ecomagination” vision of “a cleaner, healthier world,” Chief Executive Jeffrey Immelt underlined the company’s commitment to find the “big answers for the big questions”—climate change, health, water—and to develop solutions, working in partnership with governments and civil society; in other words, aligning core business strategy with the changing social and environmental context.

Businesses are an integral part of the communities in which they operate. Good executives know that their long-term success is based on continued good relations with a wide range of individuals, groups and institutions. Smart firms know that business can’t succeed in societies that are failing—whether this is due to social or environmental challenges, or governance problems. Moreover, the general public has high expectations of the private sector in terms of responsible behaviour. Consumers expect goods and services to reflect socially and environmentally responsible business behaviour at competitive prices. Shareholders also are searching for enhanced financial performance that integrates social and environmental considerations, both in terms of risk and opportunities.

Governments, too, are becoming aware of the national competitive advantages to be won from a responsible business sector. At the same time, leading industry associations, such as the World Business Council for Sustainable Development, have also suggested that countries as well as companies might gain a competitive advantage from corporate social responsibility. In much of the developing world, governments and business understand that their respective competitive positions, and access to capital, increasingly depends on being seen to respect the highest global standards.

Even companies which may have a good reputation can risk losing their hard-earned name when they fail to put systematic approaches in place to ensure continued positive performance. The effect of a tarnished reputation often extends far beyond that one firm: entire sectors and, indeed, nations can suffer. Hardly a month goes by without some example of a major corporation suffering a reduced market position as a result of questionable behaviour, with many others subsequently finding themselves to be a part of the collateral damage. These firms frequently expend considerable time and money attempting to regain their reputation, with mixed results.

So what can be done to increase the likelihood that firms can enhance their good reputation, and continue to demonstrate positive business, social and environmental performance?

On a practical level CSR approaches need to be constructed by adapting best practices, existing initiatives and analyses to local contexts and situations.

(http://www.iisd.org/pdf/2007/csr_guide.pdf)

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