Test-papers for Public Relations by Virginia Evans, Jenny Dooley, Max Bloom, Book 1: Units 1-5

Unit 1

THE ROLE OF PUBLIC RELATIONS

Vocabulary

advertising	рекламирование
communication	коммуникация, общение; информационное взаимодействие
publicist	специалист по связям с общественностью; агент по рекламе
mutually beneficial	взаимовыгодный
deliberate	тщательно спланированный; продуманный; заранее подго- товленный
positive image	положительное представление; позитивный имидж
public relations (PR)	связи с общественностью
strategy	тактика; стратегия
to spread information	распространять информацию
to manage	управлять; организовывать работу
advocate	адвокат; сторонник; защитник
purpose	цель
to achieve the goal	достигнуть цели
to hire	нанимать; принимать на работу
group discussion	групповое обсуждение
dissemination	распространение

TEST-PAPER

                                             E x erci se 1

Fill in the blanks with the words from the box

advertising	to manage	disseminating	spread of information
publicist	advocate	public relations	strategy

1. PR can also be described as the mechanism used to control and manage the

                         between any organization and the public.

2.                          is the act of creating messages to influence the public to pur- chase a company‘s products or services.

3. With the right expectations, the right team and the right tools, a company can ef- fectivelyits public relations needs in house.

4. A                            is a plan of action designed to achieve a long-term or overall

aim.

5. Key tasks in this area include answering questions,                           press releas- es, arranging interviews and placing the right news reports or the right publications at the right time.

6. An                        is a person who works to make things better for another person or a group of people.

7. A                            is a person responsible for publicizing a product, person, or company.

8. The ultimate goal of the                              department should be to increase the number of clients or customers of a business through their activities.

 

E x erci se 2

Translate the following sentences from English into Russian

1. Grunig and Repper advocate a strategic approach to managing public relations based on research into stakeholder perceptions.

 

2. This method allows the company to completely keep PR strategies on track with

the company philosophy and long-term goals.

 

3. PR usually involves communicating with the media and through the media to pre-

sent the clients in the most favorable way possible.

 

4. Examples of the knowledge that may be required in the professional practice of

public relations include communication arts, psychology, social psychology, sociology, po- litical science, economics and the principles of management and ethics.

 

 

5. As for PR, it aims to create a positive image of organization and prevent spreading

unfavorable rumors and information.

 

6. He also noted that groups are not equal in wealth and while some can hire public

relations consultants, others cannot.

 

7. The managements of institutions need to understand the attitudes and values of

their publics in order to achieve institutional goals.

 

8. Public relations is the creation, distribution and dissemination of messaging and

communications for the purpose of promoting and fostering positive awareness, associa- tions, imagery, perception of a person, place or thing among a particular target audience to effect a desired behavior

 

E x erci se 3

Do the crossword puzzle

VERTICALLY:

2. The act of spreading information throughout a group of people.

7. A set of actions that is used to complete a job in the best way possible.

6. Done consciously and intentionally.

 

HORIZONTALLY:

1. The reason for which something is done or created or for which something exists.

3. Have the position of supervising (staff) at work.

4. Someone whose job is to make sure that people know about a new product, film, book etc. or what a famous person is doing.

5. Someone who publicly supports someone or something.

8. Telling people publicly about a product or service in order to persuade them to buy it.

9. The process of sharing thoughts or information, and can be done through speech, writing, or other methods.

 

Unit 2 DEPARTMENTS

Vocabulary

department	отдел; структурное подразделение
marketing communications	маркетинговая коммуникация; работа с потенциальными клиентами
position	должность; вакансия; направление деятельности
background	опыт работы/трудовой деятельности
employee	лицо, работающее по найму; сотрудник; служащий
network	сеть; рабочие связи
to disperse	распространять; распределять
governmental	государственный; относящийся к публичной власти
consumer affairs department	управление по делам потребителей/по вопросам обслу- живания потребителей
community relations	связь с гражданскими органами и местным населением; отношения с местным населением
responsibilities	выполняемые функции; обязанности; сфера ответствен- ности
an applicant	кандидат на должность; претендент; соискатель
skills	профессиональные навыки
to build relationships	устанавливать отношения
experience	опыт; навык
field	область; сфера деятельности

TEST-PAPER

E x erci se 1                  

Match the words with their definitions

1) employee	a) a person who answers an advertisement for a job vacancy
2) department	b) a person's education, experience, and social circumstances
3) skills	c) a person employed for wages or salary, especially at non- executive level
4) background	d) a particular branch of study or sphere of activity or interest
5) position	e) things which one is required to do as part of a job, role, or le- gal obligation
6) responsibilities	f) a job
7) field	g) a division of a large organization such as a government, uni- versity, or business, dealing with a specific area of activity
8) applicant	h) the ability to do something well; expertise

E x erci se 2

Translate the following sentences from English into Russian

1. The field of sociology is quite expansive, and most sociologists specialize in a par- ticular area of interest.

 

 

2. A person with a master‘s degree in sociology is normally considered qualified to work as a high school, college or university instructor or as a social worker for a public or government agency.

 

 

3. In all of these positions, a sociologist is generally expected to have good commu- nication and research skills.

 

 

4. Successful applicants would also welcome the opportunity to teach courses in one or more of the following specializations: the sociology of culture, sociology of family, soci- ology of work, and research methods – qualitative, quantitative, or network analysis.

 

 

5. Sociologists are aware of their professional and scientific responsibility to the communities and societies in which they live and work.

 

 

6. Sociologists delegate to their students, supervisees, or employees only those re- sponsibilities that such persons, based on their education, training, or experience, can reasonably be expected to perform.

 

 

7. The sociological imagination allows sociologists to make connections between personal experiences and larger social issues.

 

 

8. Small organizations will have a small multi-skilled public relations department, in- deed public relations may be subsumed into another department, typically marketing, or be a part of a single individual‘s job.

 

 

E x erci se 3

Find the answers to the crossword

VERTICALLY:

2. A group of people, organizations etc. that are connected or that work together.

3. Someone who has formally asked, usually in writing, for a job, university place etc.

4. One of the groups of people who work together in a particular part of a large or- ganization such as a hospital, university, company, or government.

6. A subject that people study or an area of activity that they are involved in as part of their work.

8. Someone‘s family, education, previous work etc.

 

 

 

tion.

HORIZONTALLY:

1. Someone‘s or something‘s level, authority, or importance in a society or organiza-

 

5. Knowledge or skill that you gain from doing a job or activity, or the process of do-

ing this.

7. Someone who is paid to work for someone else.

9. Particular abilities.

 

 

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Unit 3 SERVICES

Vocabulary

services	сервис; сфера услуг
branding	брэндинг; разработка и продвижение торговой мар- ки; укрепление имиджа
events management	организация мероприятий; организация специаль- ных мероприятий для создания привлекательного образа фирмы
speech training	речевой тренинг; исправление недостатков речи
counseling	консультирование
agency	фирма; агентство; организация
an adjunct	приложение; дополнение; помощник
in-house	служебный; корпоративный; штатный; внутренний
financial relations	финансовые отношения
perception	восприятие; репутация; представление (о чем-л.)
to specialize in	специализироваться на/ в области
to offer	предлагать
corporate reputation	корпоративная репутация
to prepare	подготавливать
to perform	выполнять; исполнять
to improve	улучшать; совершенствовать

TEST-PAPER

                                             E x erci se 1

Fill in the blanks with the words from the box

services	branding	to offer	agency
to perform	counseling	in-house	to improve

1.                is all of the ways you establish an image of your company in your cus- tomers' eyes.

2. Rubin says he will resign when he is no longer able                    his duties.

3. We                     undergraduate training that covers a broad range of sociological inquiry, including ethnicity, sociology of education, sociology of religion and global social change.

4. Our free credit                     service can help you reduce debt and manage your expenses.

5. Sociology is a science of social activities that are used                the knowledge of human activity.

6. A wide range of financial                  are available.

7. This company, at first attached to an advertising                  , later became an in- dependent public relations consultancy.

8. All our artwork is done by                     designers; we don't normally use freelance people.

 

E x erci se 2

Translate the following sentences from English into Russian

1. Branding is the expression of the essential truth or value of an organization, product, or service.

 

2. Was the ad created in-house or by an outside advertising agency?

 

3. Social activities and institutions may be an important adjunct of study – as with many professional courses.

 

4. We offer a bespoke event management service for our clients who don't have the resources or the time to run events themselves.

 

5. A company's corporate reputation is often confused with its product brand.

 

6. Based on thorough research, companies can develop strategies and initiate tar- geted activities to manage and improve customer perceptions.

 

7. Although sociologists often specialize in one approach, many sociologists use a complementary combination of design types and research methods in their research.

 

8. A number of groups offer their services free of charge.

 

 

 

E x erci se 3

Find the answers to the crossword

VERTICALLY:

2. A business that provides a particular service for people or organizations.

3. Someone who has formally asked, usually in writing, for a job, university place etc.

7. The way you think about something and your idea of what it is like.

8. To provide something that people need or want.

 

HORIZONTALLY:

1. The process involved in creating a unique name and image for a product in the consumers' mind.

4. Carry out, accomplish, or fulfill (an action, task, or function).

5. Connected or added to something.

6. Actions of helping or doing work for someone.

 

 

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Unit 4 MARKETING AND PR

Vocabulary

marketing	маркетинг
campaign	кампания; операция; поход
third-party endorsement	рекомендация третьих лиц
integrated	объединѐнный; комплексный; интегрированный
sales lead	потенциальный покупатель; информация о потенциаль- ных покупателях
awareness	информированность; осведомлѐнность; узнаваемость
sales literature	коммерческая литература; рекламные материалы; торго- вые каталоги
audience	целевая аудитория; целевая группа
credibility	надѐжность; уровень доверия; убедительность
approach	метод; способ; принцип; подход
to review	делать обзор; рассматривать
timely	актуальный; современный; своевременный
to update	актуализировать; предоставлять обновлѐнную информа- цию; обновлять данные
tactic	тактика; поведение
to gain trust	войти в доверие; завоевать доверие
benefit	преимущество; польза; благо; выгода; прибыль

TEST-PAPER

E x erci se 1                  

Fill in the blanks with the words from the box

to gain trust	sales literature	marketing	awareness
credibility	integrated	audience	approach

1. Reporters can't just report lies to their enormous _              , and sociological ex- periments cannot trespass on the rights of its subjects.

2. This has eventually helped community products                        and popularity among the local and international markets.

3. Such training includes environmental                          carried out in conjunction with the Environmental Department.

4. The sociological                           goes beyond everyday common sense by using systematic methods of empirical observation and theorization.

5. Europe continues its effort to build an                        market with uniform tax and business regulation.

6. But that would damage the                        of the government further and certainly affect the financial markets, analysts said.

 

gy.

7. The reason their cars sold so well was that they had a brilliant                     strate-

 

8.                          is the collection of materials businesses use to educate custom-

ers and help them make buying decisions.

 

E x erci se 2

Translate the following sentences from English into Russian

1. A sales lead is a prospective consumer of a product or service, created when an individual or business shows interest and provides contact information.

 

2. The company has launched an advertising campaign in the hope of attracting new customers.

 

3. Third-party organization endorsement can be defined as a positive evaluation of products or services made by a third-party organization (for-profit or nonprofit).

 

4. Businesses and publications are leaving on-line services for the Internet as a way to reach a wider audience.

 

5. Tourism has brought many benefits to the area.

 

6. Holbrook has a position in marketing for a large department store.

 

7. The finance committee is reviewing the budget proposal.

 

8. It opens up opportunities to supply a wide variety of users with information that is timely, accurate, significant and relevant.

 

 

 

 

E x erci se 3

Find the answers to the crossword

VERTICALLY:

2. An organized course of action to achieve a goal.

3. Knowledge or perception of a situation or fact.

4. The quality of being trusted and believed in.

5. Done or happening at exactly the right time.

 

 

etc.

HORIZONTALLY:

1. With various parts or aspects linked or coordinated.

6. The activity of deciding how to advertise a product, what price to charge for it and

 

7. A method of doing something or dealing with a problem.

8. The people giving attention to something.

 

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