МИНОБРНАУКИ РОССИИ
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Санкт-Петербургский государственный электротехнический университет «ЛЭТИ»
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И. А. ЛЕНЬКОВА
READING PRACTICE
Учебное пособие
Санкт-Петербург Издательство СПбГЭТУ «ЛЭТИ»
2011
УДК 372.881.111.1 (07) ББК Ш 143.21
Л 46
Ленькова И. А.
Л 46 Reading practice: Учеб. пособие. СПб.: Изд-во СПбГЭТУ «ЛЭТИ», 2011. 40 с.
ISBN 978-5-7629-1155-9
Содержит оригинальные профессиональные тексты на английском языке, предназначенные для чтения, устного и письменного переводов, а также задания на понимание и обсуждение прочитанного.
Предназначено для студентов гуманитарного факультета, обучающихся по специальности «Связи с общественностью».
УДК 372.881.111.1 (07) ББК Ш 143.21
Рецензенты: кафедра английского языка Института иностранных языков; канд. техн. наук Ф. М. Ярмухамедова (НОУ ВПО «АИГО»).
Утверждено редакционно-издательским советом университета
в качестве учебного пособия
ISBN 978-5-7629-1155-9 |
© СПбГЭТУ «ЛЭТИ», 2011 |
CONTENTS
PART ONE
Text 1. Early Public Relations Experience…………….…………………………4 Text 2. The Growth of Modern Public Relations…………………………...……6 Text 3. Public Relations Marketing…………….………………………………...9 Text 4. The Marketing Plan………………………………..……………………12 Text 5. Public Relations Marketing Activities…………………………………..14 Text 6. Purposes of Public Relations Advertising……………………………….18 Text 7. Publicity Techniques…………………………………………………….20
PART TWO
TEXTS FOR WRITTEN TRANSLATION
Text 1. Communicating in a Crisis…………………………….………………….24 Text 2. Communications Theory………………………………….………………25 Text 3. Issues Management……………………………………………………….28 Text 4. Compare Oral Presentations With Written Communication……………...29 Text 5. Business Etiquette……………………………………………...…………31 Text 6. Concerns of Organisational Communication……………………………..33 Text 7. Advertising Campaigns…………………………………………………...35
PART ONE
Text 1. Early Public Relations Experience
Although we think of public relations as a twentieth-century phenomenon, its roots are ancient. For example, the Babylonians of 1800 B. C. hammered out their messages on stone tablets so that farmers could learn the latest techniques of harvesting, sowing, and irrigating.
Later on, the Greeks put a high premium on communication skills. Occasionally, aspiring Greek politicians enlisted the aid of Sophists to help fight verbal battles. Sophists would gather in the amphitheaters of the day and extol the virtues of particular political candidates. Often, their arguments convinced the voters to elect those candidates. Thus, the Sophists set the stage for today’s lobbyists, who attempt to influence legislation through effective communication.
The Romans, particularly Julius Caesar, were also masters of persuasive techniques. When faced with an upcoming battle, Caesar would rally public support through assorted publications and staged events. Similarly, during World War I, a special U. S. public information committee, the Creel Committee, was formed to channel the patriotic sentiments of Americans in support of the U. S. role in the war. According to a young member of the Creel Committee, Edward L. Bernays (later considered by many to be the father of public relations), «This was the first time in our history that information was used as a weapon of war».
Even the Catholic Church had a hand in the beginnings of public relations. In the 1600s, under the leadership of Pope Gregory XV, the Church established a college of propaganda to «help propagate the faith». In those days, the term propaganda did not have a negative connotation; the Church simply wanted to inform the public about the advantages of Catholicism.
Later Thomas Paine, early practitioner of public relations, wrote periodic pamphlets that urged the colonists to band together. In one issue of Common Sense, Paine wrote poetically, «These are the times that try men’s souls. The summer soldier and the sunshine patriot will, in this crisis, shrink from the service of their country». The people listened, were persuaded, and took action — testifying to the power of early American communicators.
The creation of the most important document, the Constitution, also owed much to public relations. Federalists, who supported the Constitution, fought tooth and nail with Anti-Federalists, who opposed it. Their battle was waged in newspaper articles, pamphlets, and other forms of persuasion, in an attempt to
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influence public opinion. To advocate ratification of the Constitution, political leaders like Alexander Hamilton, James Madison, and John Jay banded together, under the pseudonym Publius, to author letters in leading newspapers.
The practice of public relations continued to percolate in the nineteenth century. Among the more prominent — yet negative — antecedents of modern public relations that took hold in the 1800s was press agentry. Three of the betterknown — some would say notorious — practitioners of this art were Amos Kendall, Phineas T. Barnum and Ivy Lee.
In 1829, President Andrew Jackson selected Kendall, a writer and editor living in Kentucky, to serve in his administration. Within weeks Kendall eventually became one of Jackson’s most influential assistants. Kendall performed just about every White House public relations task. He wrote speeches, state papers, and messages and turned out press releases. He even conducted basic opinion polls. Although Kendall is generally credited with being the first authentic presidential press secretary, his functions and role went far beyond that.
Most PR-professionals would rather not talk about Phineas T. Barnum, who was a huckster – pure and simple. His end was to make money, and his means included publicity. He remained undaunted even when the facts sometimes got in the way of his promotional ideas. «The public be fooled» might well have been his main motto.
Ivy Ledbetter Lee was a former Wall Street newspaper reporter who plunged into publicity work in 1903. To Lee the key to business acceptance and understanding was that the public be informed. Instead of merely appeasing the public, Lee thought a company should strive to earn public confidence and good will. Hired by the anthracite coal industry in 1906, Lee set forth his beliefs in a Declaration of Principles to newspaper editors. Moreover, he urged the American Tobacco Company, for example, to initiate a profit-sharing plan. He advised the Pennsylvania Railroad to beautify its stations. He educated the American public about ocean travel to overcome the negative impressions of the Titanic and Lusitania disasters. In addition, he was instrumental in working with Admiral Richard Byrd and aviator Charles Lindbergh to combat the public’s fear of flying.
1.Answer the questions:
1)Without referring back to the article, can you remember in what context Julius Caesar is mentioned?
2)In what way did the Constitution influence PR?
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