A public relations officer сочинение

Обновлено: 18.05.2024

Public relations as a profession was established less than a hun­dred years ago. At the same time during it's relatively brief histo­ry people always tried to give definitions to public relations. The earliest definitions emphasized the roles of press relations and publicity because these were the most important fields from which modern public relations grew.

Later in the twentieth century as public relations was recognized and used by more organizations, definitions began to include:

the need for research before actions, careful planning and eval­uation of results;

a systematic process, not a one-time activity;

its role as an important function of management;

public participation as an important tool;

the need for long-term projects.

British Institute of Public Relations (IPR) has the following def­inition of PR:

'Public relations is the planned and sustained effort to establish

and maintain goodwilland understanding between an organisation and its publics.' By words it is 'the planned and sustained effort' it means that PR activity is organised as a campaign or programme and is a. continuous systematic activity. Its purpose is 'to establish and maintain mutual understanding' — that is, to make sure that the organisation is understood by others. This mutual understand­ing is made between an organisation and its publics.

brief— короткий, непродолжительный

emphasized— придавали большое значение, акцентировали внима­ние на.

press relations — связи с прессой, медиа-рилейшнз

publicity — известность, слава

to recognize — зд. признавать

began to include — начали включать в себя

careful planning — тщательное планирование

evaluation of results — оценка результатов

one-time activity — разовая деятельность

multiple publics — множество аудиторий

public participation— участие аудитории (общественности)

made an attempt — сделала попытку

to adopt — зд. принимать

widely used — широко используется

adapt — адаптироваться, подстраиваться

mutually — совместно, взаимообразно

to mention — упоминать

кеу words — ключевые слова (понятия)

planned and sustained effort — запланированные и непрерывные, про­должительные действия (усилия)

to establish — устанавливать

to maintain — поддерживать

Exercise A. Answer the following questions:

1) When did public relations become a profession?

2) What did early definitions of PR emphasize?

3) Why did the definitions of PR started to change?

4) What did the new definitions of PR include?

5)What is said about public participation?

6) What type of meeting of PR professionals was being held in 1988?

7) What organization organized the Assembly of PR profession­als?

8) What is the definition of PR by IPR?

9) What is said about mutual understanding in the definition by british PR professionals?

Exercise B. True of false?

1. The history of public relations is 100 years old.

2. The history of PR as a profession is relatively brief.

3. People always tried to give definitions to multiple publics.

4. Modern public relations grew out of fields of publicity and press, relations.

5. Public relations was recognized by more organizations later.

6. Definitions of PR began to include multiple audiences and one­time activities.

7. PR is not a systematic process, it is rather a function of man­agement.

8. In 1988 the Assembly of the PRSA made an attempt to solve the problem of a definition of the PR.

9. In the definition adopted by PRSA the function of research and dialogue are mentioned.

10.Key words in the definition of PR are "organization" and "pub­lics".

11.British Institute of PR in its' definition mentions goodwill and understanding.

12.The purpose of the PR, according to the text, is 'to establish mutual misunderstanding'.

Exercise С Fill in the gaps:

1) PR as a profession was . less than a 100 years old.

2) People always tried to give . to public relations.

3) The earliest definitions . the roles of press relations and pub­licity.

4) The most important fields PR grew from are . and .

5) Later PR was . and . by more organizations.

6) In 1988 PRSA made . to solve the problem of a definition.

7) PRSA officially . a definition of PR in 1988.

8) In the definitions by PRSA functions of . planning, commu­nications, dialogue are . .

9) . in the definition of PR are "organization" and "publics".

10) "Public relations is the planned and . to establish and main­
tain . and understanding between an organization and its pub­
lics."

Exercise D. Translate:

1) PR как профессия насчитывает менее ста лет.

2) История PR относительно коротка.

3) Ранние определения PR делали акцент на отношениях с прес­сой и известности.

4) Позднее в двадцатом веке PR были признаны и задейство­ваны большим количеством организаций и бизнесменов.

5) Более поздние определения PR стали включать в себя необ­ходимость исследований перед началом действий.

6) Перед началом действий необходимо осторожное планирова­ние, оценка результатов.

7) PR — это систематический процесс, не одноразовый вид дея­тельности.

8) PR работает со многими аудиториями.

9) Участие публики — важный инструмент PR.

10)PR нуждается в долгосрочных проектах.

Exercise E. Discussion

1) What definition of PR do you like more — by PRSA or IPR? What are these organizations? How are they different? How dif­ferent are their definitions? Explain.

2) What definition of PR is used in your country? Translate it into English and compare with the definitions from the text.

3) What is different in the definition of PR in your country? Write down a definition of PR practice in your country that you think will reflect the national culture.

"Similar notions in many definitions suggest that public rela­tions:

1. Conducts a planned and sustained program as part of man­agement

2. Deals with the relationships between an organization and its publics

3. Monitors awareness, opinions, attitudes, and behavior inside and outside the organization

4. Analyzes the impact of policies, procedures, and actions on publics

5. Adjusts those policies, procedures, and actions found to be in conflict with, the public interest and organizational survival

6. Counsels management on the establishment of new policies, procedures, and actions that are mutually beneficial to the organi­zation and its publics

7. Establishes and maintains two-way communication between the organiza tion and its publics

8. Produces specific changes in awareness, opinions, attitudes, and behaviors inside and outside the organization

9. Results in new and/or maintained relationships between an or­ganization and its publics"

From Effective Public Relations, Seventh edition, by Scott Cutlip et al.

Text В

When I graduated with a Bachelor's degree in PR from California State I had a new diploma, a smile on my face and no idea of my plans for future.But I was so happy to have graduated! The fact that I had no plan didn't botherme at all. I wanted to have the feeling of freedom as long as possible.So, Ichose an easy sum­mer internship.At the time it was great. I had little responsibil­ityand made decentmoney.

When the summer was over, it was time for me to start work­ing and I understood that I had no experiencein public relations. I was nervousbut began to research different companies.

Ifound the Orange County Visitor BureauWeb site. I had never thought about the tourism industry,but, as I looked at the

site, Ibecame interested. I called and was told that they had an entry-level positionin the department of communications. The jobwas waiting for me.

My first interview with the Convention Bureau came after three weeks of job hunting. My lack of experiencemade me nervous about the interview, but I had some important experience. Iwas the editor-in-chiefof my college paperand Ihad served as executive directorof Communications Weekat California State University. These were my trump cardsand they worked.

I knew that it would take a few monthsto find a job and that it would be rareto get a job in my field.I guess I am one of the luckyones — I was hiredby the first organization that I interviewed with. It was an example of the right place at the right time.

Ihave been at the Bureau for 18 months and my friends and family stillaren't sure exactlywhat I do. My friends think that I work for Disney and my father thinks that I am a secretary for the city administration. I'm somewhere in the middle.Our goalat the Bureau is to promoteOrange County as an attractivetour­ist center.

My first few days on the job were very boring.On day four my manager told us that she was leaving. I was given additional tasksand had to work than any other people who had my position before. That would be like that for the next year. Each month brought with it more challenges. As I proved myself, Iwas given more respon­sibility and I began to understand public relations.

1.The small companies can have one regular employee who is engaged in public relations while others can have the whole department of public relations. 2. In addition to the representing companies, liaison officers with the public can have also public relations for natural persons, such as politicians, celebrities and other eminent persons who want to uphold a good reputation with the public. 3. Public relations the subtle art which demands high degree of skill and experience is. 4. The majority of officers on public relations communications, or public relations, and also experience in the public relations have degree of the bachelor in the field of journalism. 5.As a public relations officer one of your duties is to build a relationship with journalists. 6.This is because you will constantly be handling media relations for your client. 7. Established relationships with well-connected people in the media industry make this job easier. 8.It is also imperative that a public relations officer can express himself through written material. 9.One of the many duties of a public relations officer is writing press releases showcasing clients. 10. These press releases or kits are sent to media members to create a buzz around whatever issue or person the PR person represents.11. Much celebrity gossip is started by a public relations specialist who wants to create publicity for a client. 12. Another duty of a public relations officer is to arrange events and programs that will bring exposure to a person or organization. 13. This part of the job involves getting your clients' 'face' out in the public through a variety of different programs. 14. The duties of a public relations officer will depend heavily on the type of organization for which you work. 15. If you work at a large PR firm, a senior manager will usually oversee all aspects of the job while other tasks are split among public relations officers. 16. At a smaller firm, a public relations officer will most likely handle all tasks.

4. Сотрудник отдела связей с общественностью

1. У небольших компаний может быть один регулярный сотрудник, который занят связями с общественностью, в то время как у других может быть целый отдел связей с общественностью. 2. В дополнение к компаниям по представлению у офицеров связи с общественностью могут быть также связи с общественностью для физических лиц, таких как политики, знаменитости и другие выдающиеся люди, которые хотят поддержать хорошую репутацию с общественностью. 3. Связи с общественностью тонкое искусство, которое требует высокую степень умения и опыта. 4. Большинство чиновников на коммуникациях связей с общественностью или связи с общественностью, и также испытывает в связях с общественностью, имеют степень бакалавра в области журналистики. 5. Как сотрудник отдела связей с общественностью одна из Ваших обязанностей состоит в том, чтобы построить отношения с журналистами. 6. Это вызвано тем, что Вы будете постоянно обращаться со связями с прессой для своего клиента. 7. Установленные отношения с хорошо связанными людьми в медиаиндустрии делают эту работу легче. 8. Также обязательно, чтобы сотрудник отдела связей с общественностью мог выразить свои мысли через письменный материал. 9. Одна из многих обязанностей сотрудника отдела связей с общественностью пишет пресс-релизы, демонстрирующие клиентов. 10. Эти пресс-релизы или комплекты посылают членам СМИ, чтобы создать гул вокруг любой проблемы или человека, которого представляет 11 человек PR. Много сплетни знаменитости начато специалистом по связям с общественностью, который хочет создать рекламу для клиента. 12. Другая обязанность сотрудника отдела связей с общественностью состоит в том, чтобы устроить события и программы, которые принесут воздействие человеку или организации. 13. Эта часть работы включает получение 'лица' Ваших клиентов в общественности через множество различных программ. 14. Обязанности сотрудника отдела связей с общественностью будут зависеть в большой степени от типа организации, на которую Вы работаете. 15. Если Вы будете работать в крупной фирме PR, то старший менеджер будет обычно наблюдать за всеми аспектами работы, в то время как другие задачи разделены среди сотрудников отдела связей с общественностью. 16. В меньшей фирме сотрудник отдела связей с общественностью будет наиболее вероятно обращаться со всеми задачами.

Тут вы можете оставить комментарий к выбранному абзацу или сообщить об ошибке.

Проверьте свое владение словарным запасом при помощи увлекательных викторин по картинкам

relating to grammar or obeying the rules of grammar

© Cambridge University Press 2022

© Cambridge University Press 2022

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WHO IS THE PUBLIC RELATIONS MANAGER

The main goal of most companies in the market of services is the promotion of their products or services. As a result, the end consumer chooses companies, as a rule, with a positive image, good reviews, and active public activities. And it is this positive external image that is created by the very popular profession of PR manager today. It is on the activities of people of this specialty that the external image depends, both of the companies and of the specific person who is actively engaged in public activities. What are the functions of a PR manager? What skills should you have? Now we will consider it.

Public Relations manager or PR manager - that is, a public relations manager, is a specialist who is working to create a positive reputation for a company, brand, product or service.

Profession PR manager requires knowledge in the field of journalism, sociology, psychology, marketing Creative work, requires a constant search for new solutions, non-standard moves, an instant change of tactics.

The PR specialist begins with an introduction to the corporate site and interacts with external and internal audiences at various levels.

The direct responsibility of the PR manager is to increase employee loyalty to the employer within the organization, to create a certain image of the company in the external environment.

Public Relations Manager Responsibilities and duties:

Plan, implement and manage public relations programs

Plan and budget for PR events, programs and initiatives

Help in designing and reviewing a variety of promotional and marketing materials

Design and review the online content in media announcements and media kits

Monitor corporate image frequently and ensure it is in compliance with company brand

Check and manage content produced for website and social media channels

Develop and implement PR policies and procedures

Determine KPIs for PR department

Measure and provide reports on each PR campaign

Build long-term relationships with all relevant stakeholders, such as local government, media people, politicians, etc.

Recruit, hire, onboard and train new members of the public relations team

Produce content for various speeches, events, hearings.

Develop and implement crisis communications advice and media strategy, as needed

Requirements

Proven working experience in public relations required

Proven track record designing and executing successful public relations campaigns at both a local and national level

Strong relationships with both local and national business and industry media outlets

Experience in acting as a company spokesperson; comfortable and skilled in both broadcast and print media interviews

Exceptional writing and editing skills

Solid experience with social media including blogs, Facebook, Twitter, etc.

Event planning experience

BA/MA degree in Marketing, Advertising, Communications or a related discipline

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