Download English for special purposes

English for special purposes
Konyukhova T.V.
associate professor
social communications department
• Essence of PR and PR practice
• Public relations research
• Researching PR careers using
technology
• PR for non-profit organizations
• Crisis communications
• External influence on PR
• PR marketing
• Corporate social responsibility
• Specific of PR documents
• PR regulation, etc.
topics
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Public relations professional
Write press releases, backgrounders, press
kits, etc.
Build relationships with target groups (inside
and outside)
Developing and running programs designed to
keep the lines of communication between
organization and various audiences
Establish and maintain relationships with
media, etc.
The Importance of Public Relations
Research: public opinions, trends, issues, etc.
Media relations: communicating with public via mass
media
Functions of PR
practitioners
Strategic planning
Management of people, events, etc.
Writing & editing for business, copywriting, websites,
etc.
Speaking & interviews: representing organizations to
different publics
Coaching: training for management
• By managing, controlling, or influencing people's
perceptions, public relations professionals initiate a
sequence of behaviors that will lead to the achievement of
an organization's objectives
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PR professionals follow a set of principles
identification of the problem or challenge
setting the public relations' goal
craft a plan/strategy of persuasive messages
implement key communication tactics
monitoring progress and make tuning as necessary
How Does Public Relations Work?
• Public relations helps an organization and its publics
adapt mutually to each other. Public Relations broadly
applies to organizations as a collective group, not just a
business; and publics encompass the variety of different
stakeholders
PRSA
(Public Relations Society of America)
PR definitions
• Public Relations is about reputation - the result of what
you do, what you say and what others say about you
• Public Relations is the discipline which looks after
reputation, with the aim of earning understanding and
support and influencing opinion and behaviour. It is the
planned and sustained effort to establish and maintain
goodwill and mutual understanding between an
organisation and its publics
http://www.cipr.co.uk
PR definitions
• PR is the profession or practice of creating and
maintaining goodwill of an organization's various publics
(customers, employees, investors, suppliers, etc.), usually
through publicity and other nonpaid forms of
communication. These efforts may also include support
of arts, charitable causes, education, sporting events, and
other civic engagements
www.businessdictionary.com
PR definitions