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II. Give English equivalents for the following





наиболее способный к адаптации; признавать; медленный; способы доставки информации; становиться менее связанным с повседневной жизнью; неправительственные организации; соперничать; быть потрясённым; выйти из бизнеса; заметное исключение; конкуренты; значительный, глубокий; уступать позиции; быть хорошо оснащённым; посредники; основа; прозрачность.

 

III. Find words in the text that mean:

1. to be widespread

2. a very unfortunate or unhappy person

3. moving slowly, not alert or lively

4. a sloping position, such a movement

5. the beliefs, attitudes etc that are shared by most people and are therefore regarded as normal or conventional

6. the end or failure of an enterprise, institution, idea

7. broken or made broken into smaller parts, to be separated from a larger group

8. to yield, to give up possession of sth when force by others or by necessity

9. a person who acts as a link or helps to make an agreement between 2 or more others

10. giving enough profit, benefit etc in relation to money spent

 

IV. Complete the table with words related to the words from the text and make up sentences of your own with them

verb noun Adjective
adapt --------- ---------
------- record --------
rival ------- ---------
-------- analyst --------
-------- competitor ----------
increase --------- ---------
--------- -------- authoritative
--------- --------- measurable
reveal --------- ----------
record --------- ---------

 

V. Sort out synonyms for the given adjectives. Each adjective has 2 synonyms. Think of antonyms as well.



Adaptable, sluggish, traditional, astonished, exciting, motivated, profound, measurable, smart.

Synonyms: expert, appraised, far-reaching, purposeful, nervous, amazed, established, inert, adjusted, clever, appreciated, abysmal, stimulated, agitated, stunned, customary, lazy, accommodated

Speaking

Prepare a monologue on the topic: The world of communications and public relations is much different from what it used to be in the recent past.

Unit 4

PRSA CODE OF ETHICS

Pre-reading tasks

I. At home watch in the Internet a video about ethics in PR(http://www.youtube.com/watch?v=Xzf0eswdVkU)and answer the question:What separates true PR professionals from those whom PRSA Code of Ethics considers to be unprofessionals?

II. Choose the best definition for the word “ethics”

1. a moral principle or set of moral values held by an individual or group;

2. a set of principles of right conduct;

3. a theory or a system of moral values;

4. the study of the general nature of morals and of the specific moral choices to be made by a person; moral philosophy;

5. the rules or standards governing the conduct of a person or the members of a profession.

Reading

Read the text about ethics in PR and explain what it means in your own words

 

Public Relations Society of America Member Code of Ethics 2000

Ethical Guidance for Today’s Practitioner

The practice of public relations can present unique and challenging ethical issues. At the same time, protecting integrity and the public trust are fundamental to the profession’s role and reputation. Bottom line, successful public relations hinges on the ethics of its practitioners.

To help members navigate ethics principles and applications, the Society created, and continues to maintain, the PRSA Code of Ethics. Under the Code, widely regarded as the industry standard, members pledge to core values, principles and practice guidelines that define their professionalism and advance their success.



Building Principles on Core Values

The Code, created and maintained by the PRSA Board of Ethics and Professional Standards (BEPS), sets out principles and guidelines built on core values. Fundamental values like advocacy, honesty, loyalty, professional development and objectivity structure ethical practice and interaction with clients and the public. Translating values into principles of ethical practice, the Code advises professionals to:

- Protect and advance the free flow of accurate and truthful information.

- Foster informed decision making through open communication.

- Protect confidential and private information.

- Promote healthy and fair competition among professionals.

- Avoid conflicts of interest.

- Work to strengthen the public’s trust in the profession.

Code guidelines, like tactics supporting strategies, values and principles into play for working professionals facing everyday tasks and challenges. Among them, professionals should:

- Be honest and accurate in all communications.

- Reveal sponsors for represented causes and interests.

- Act in the best interest of clients or employers.

- Disclose financial interests in a client’s organization.

- Safeguard the confidences and privacy rights of clients and employees.

- Follow ethical hiring practices to respect free and open competition.

- Avoid conflicts between personal and professional interests.

- Decline representation of clients requiring actions contrary to the Code.

- Accurately define what public relations activities can accomplish.

- Report all ethical violations to the appropriate authority.

Addressing Practice Challenges

Digging even deeper, BEPS takes on current practice issues and challenges in periodic Professional Standards Advisories (PSA's). Applying the Code to specific scenarios, BEPS has addressed practices including:

- Pay-for-play journalism.

- Anonymous Internet posting, “flogs” and viral marketing.

- Front groups.

- Disclosure of payment of expert commentators.

- Truth in wartime communications.

- Overstating charges or compensation for work performed.

Offering a Professional Model

In the Code preamble, PRSA asserts that “ethical practice is the most important obligation of a PRSA member.” While the Code covers members, PRSA maintains that all public relations professionals should look to it as a model of professional behavior. Additionally, PRSA regards the Code as a “model for other professions, organizations and professionals.”

After-reading tasks



I. Match the phrases with the definitions

1. Viral marketing (advertising) a.an online video game that promotes a particular brand, product, or marketing message by integrating it into the game.
2. Advergames b.An organization which secretly acts as the public face of a covert group.
3. Brandable software c.a governmental organization devoted to gathering of information by means of espionage, communication interception, crypto analysis and evaluation of public sources.
4. A front organization (group) d.buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet. May take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or text messages.
5. An intelligence agency e.created by one company for the purpose of allowing other companies to obtain resell rights or giveaway rights to the software, change the brand associated with it, and sell it as if it were their own.
6. Pay-for-play journalism f.aggressive publications
7. Flogs g.dirty tricks in publications

 

II. Discuss with your partner what you think about all PR instruments in ex. 4? Are they ethic enough for a PR practitioner to use them in his work?

III. Match the words with their synonyms. Find an appropriate antonym

 








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