9 Семестр Тема №1

The Profession of PR Officer

There are a lot of professions in the world. Some of them emerged centuries ago while the others have a very short term of their existence. A bright example of the latter is the profession of a public relation officer. The term “public relations” is quite a new one for Russian society and needs explanations. In general the term embraces a very specific communication process. Every company, organization or government body deals with groups of people: employees, customers, stockholders, competitors, suppliers, consumers. Each of these groups may be considered as one of the organization’s relationships with these people.

Public opinion has a powerful effect. That’s why companies and organizations consider it in their policy including introduction of new products, changing in distribution methods and labor negotiations. In short, the purpose of a public relation officer is to influence public opinion toward building a positive reputation for the organization. Many firms use public relation activities such as publicity (news releases, media advertisements, feature stories) and special events (open houses, VIP parties, grand openings) to inform various audiences about the company and its products.

Thus the type of work carried out by a PR manager and stuff will differ from one organization to another and depend on many factors.

Work responsibilities of PR professionals are the following:

1. Writing and distributing news releases, photographs and other materials to the press.

2. Organizing press conferences, receptions and press-tours.

3. Maintaining web-site.

4. Arranging press, radio and television interviews for management.

5. Editing and producing journals.

6. Writing and producing printed media such as company history, annual reports, etc.

7. Handling PR sponsorships.

8. Official openings of new offices, plants, etc. – arrangements for VIPs, guests and press.

Exercises

I. Find the equivalents of the following Russian expressions in the text

возникли столетия назад; имеют очень короткий срок существования; яркий пример последних; для российского общества; нуждается в объяснениях; охватывает очень специфичный коммуникативный процесс; имеют дело с группами людей; служащие, клиенты, держатели акций, конкуренты, поставщики, потребители; может считаться одной из связей организации; общественное мнение, учитывают его в своей политике; внедрение нового продукта; изменение методов распространения; рабочие переговоры; цель работника по связям с общественностью; влиять на общественное мнение; в направлении строительства положительной репутации организации; реклама (выпуск новостей, реклама в средствах массовой информации, художественные рассказы); чтобы информировать разнообразную аудиторию

II. Answer the questions

1) Do all professions emerge at the same time?

2) Is the term “public relation” new or old?

3) What does the term mean?

4) What groups of people does every company or organization deal?

5) How may each of these groups be considered?

6) Why do the companies consider public opinion in their work?

7) What does the company’s policy include?

8) What is the purpose of a public relation officer?

9) What public relation activities many of the companies and firms use?