Press Office. English for PR. Современная пресс-служба. Английский язык для бакалавров по направлению "Реклама и связи с общественностью"

МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РОССИЙСКОЙ ФЕДЕРАЦИИ

Федеральное государственное бюджетное образовательное учреждение

высшего профессионального образования

«Новосибирский государственный технический университет»

М. А. Бовтенко

Press Office
English for PR

Современная пресс-служба

Английский язык 

для бакалавров по направлению

«Реклама и связи с общественностью»

Новосибирск, 2013

ББК   81.432.1-7-923

Б 729

Рецензенты:
проф., д. культурол. Г. Б. Паршукова
MA (Ed) Н. Ю. Эйдельман

Пособие подготовлено на кафедре социально-массовых коммуникаций 
факультета гуманитарного образования НГТУ

Бовтенко  М. А.

Б 729  Press 
Office. 
English 
for 
PR 
(Современная 
пресс-служба. 
Английский 
язык 

для бакалавров по направлению «Реклама и связи с общественностью»): учеб. пособие / М. А. Бовтенко, – Новосибирск: Изд-во НГТУ, 2013. – 200 с.

ISBN  978-5-7782-2374-5

Пособие по английскому языку для специальных целей предназначено для студентов, специализирующихся в области рекламы и связей с общественностью. Содержание пособия 
охватывает основные темы курса «Современная пресс-служба», изучаемого студентами на 
русском языке. Пособие содержит систему текстов и заданий, направленных на усвоение 
специальной терминологиии и развитие навыков чтения неадаптированной специальной 
литературы и профессиональной коммуни кации на английском языке.

ББК  81.432.1-7-923

ISBN  978-5-7782-2374-5
© Бовтенко М. А., 2013
©  Новосибирский государственный

технический университет, 2013

СОДЕРЖАНИЕ

Введение  ................................................................................................................................................4
Использование источников ..................................................................................................................6
Источники ...............................................................................................................................................8
Модуль 1. Пресс-служба: основные направления деятельности, структура ................................ 14
Модуль 2. Корпоративная и внутрикорпоративная коммуникация ............................................. 53
Модуль 3. Взаимодействие со средствами массовой информации ............................................ 75
Модуль 4. Мониторинг и анализ СМИ и социальных медиа .......................................................... 96
Модуль 5. Работа пресс-службы в кризисных ситуациях .............................................................112
Модуль 6. Правовые аспекты деятельности пресс-службы .........................................................136
Ключи к заданиям ............................................................................................................................162
Термины .............................................................................................................................................195
Литература .........................................................................................................................................198

CONTENTS

Foreword ..................................................................................................................................................5
Acknowledgements .................................................................................................................................6
Course Materials .....................................................................................................................................8
Unit 1. Press Office: Organisational Structure, Responsibilities and Jobs ....................................... 14
Unit 2. Internal and External Communication .................................................................................... 53
Unit 3. Press / Media Relations .......................................................................................................... 75
Unit 4. Media and Social Media Monitoring and Analysis ................................................................. 96
Unit 5. Crisis Communication ............................................................................................................112
Unit 6. Law Issues in Public Relations ..............................................................................................136
Keys .....................................................................................................................................................162
Term List .............................................................................................................................................195
References..........................................................................................................................................198

Бовтенко М. А., НГТУ, 2013

Введение

Учебное пособие Press Office. English for PR (Современная пресс-служба. Английский язык для бакалавров 

по направлению «Реклама и связи с общественностью») направлено на освоение специальной терминологии и развитие навыков чтения неадаптированной специальной литературы и  профессиональной коммуникации на английском языке.

Содержание пособия охватывает основные темы курса «Современная пресс-служба», изучаемого студен
тами на русском языке: 

– структура и основные направления деятельности пресс-службы;
– квалификационные требования к сотрудниками пресс-служб и  их должностные обязанности; 
– особенности корпоративной  и внутрикорпоративной коммуникации; 
– взаимодействие со средствами массовой информации и социальными медиа; 
– мониторинг и анализ публикаций в СМИ и социальных медиа;
– работа пресс-службы в кризисных ситуациях;
– правовые аспекты деятельности пресс-служб.
Источниками языкового материала для пособия послужили около 150 аутентичных открытых интернет-ре
сурсов и публикаций национальных и международных компаний и пиар-специалистов Австралии, Великобритании, Канады, США и других стран: материалы веб-сайтов и блогов компаний и организаций, статьи 
специалистов в области связей с общественностью, аналитические отчеты, описания услуг и программных 
продуктов. 

Тексты не адаптированы, в них сохранены авторский стиль и пунктуация, ряд текстов приводится в сокра
щенном виде. В разделе Course Materials (Источники) перечислены аутентичные материалы, использованные в каждом модуле курса. Гиперссылки на источники даются в каждом задании, ссылки на материалы, уже 
недоступные на момент публикации пособия, отмечены знаком *.

Пособие состоит из шести модулей, в структуре каждого из которых представлены учебные тексты и за
дания. 11 заданий предназначены для аудиторной работы – индивидуальной, в парах и группах. 5 итоговых 
заданий ориентированы на самостоятельную работу обучающихся и предполагают обращение к печатным 
и электронным словарям и справочным ресурсам, поиск дополнительной информации по изученной теме 
в Интернете, выполнение реально-коммуникативных и проектных заданий. В разделе Keys (Ключи) даны 
ответы к наиболее сложным заданиям; в разделе Term List (Термины) представлена специальная терминология по каждому модулю. Раздел References (Литература) содержит список использованных и рекомендуемых 
словарей и справочных материалов.

Дополнительные интерактивные задания для усвоения лексики размещены в специализированной элек
тронной среде обучения Новосибирского государственного технического университета eLang.

Необходимый уровень владения английским языком для работы c пособием – B1 (intermediate).

Тексты и задания пособия апробированы в рамках курса «Современная пресс-служба» на факультете гу
манитарного образования Новосибирского государственного технического университета. Пособие может 
использоваться в качестве основного и дополнительного учебного ресурса в курсах английского языка для 
специальных целей и в интегрированных курсах специализации по направлению «Реклама и связи с общественностью».

bovtenko@edu.nstu.ru

Foreword

E-textbook Press Office. English for PR focuses on acquisition of terminology and development of professional 

communication skills.

The content of the book is based on the main topics of the course “Modern Press Office” (in Russian) within 

Advertising and PR curriculum: press office organisational structures and activities, press office staff skills and 
responsibilities, external and internal corporate communication, media and social media relations, media and 
social media monitoring and analysis, crisis communications, law issues in PR.

The book uses about 150 authentic materials published on the Internet by national and international companies 

and professionals from Australia, Canada, UK, USA and other countries. The materials include texts and extracts 
from the texts of organisations’ and companies’ websites and blogs, PR specialists' articles and blog posts, media 
analysis reports, and descriptions of dedicated services and software. 

Authentic texts and extracts are not adapted, the authors’ style and punctuation are preserved. Materials used 

are listed in the “Course Materials” section. Hyperlinks to the sources cited are included into reference section 
of each task, links to the materials which are not accessible at the time of textbook publication are marked with 
an asterisk (*). 

The book includes six units, answer keys, term list and references sections. Each unit contains 16 tasks: 11 tasks 

assigned for individual, pair, and group work in the classroom, and 5 follow-up tasks aimed at improvement 
of vocabulary, web search, and project work skills. 

Interactive vocabulary exercises based on the book materials are presented in the language learning 

environment eLang developed at the Novosibirsk State Technical University.

The textbook is intended for students with the English proficiency level B1 (intermediate) and above.

The texts and tasks used in the textbook were piloted at Novosibirsk State Technical University in the course 

“Modern Press Office” for undergraduate and graduate students. The textbook can be used both in English 
for Specific Purposes and major courses within Advertising and PR curriculum. 

Бовтенко М. А., НГТУ, 2013

Использование источников

Тексты и фрагменты текстов включены в пособие с разрешения авторов и владельцев интернет-ресурсов 

в соответствии с опубликованными на соответствующих ресурсах условиями их использования, а также в 
соответствии с Гражданским кодексом Российской Федерации (часть IV). 

В разделе Acknowledgements («Благодарности») автор пособия выражает признательность авторам публи
каций, редакторам сайтов и организациям, разрешившим использовать свои публикации и материалы своих веб-сайтов. К сожалению, в этот список не вошли авторы и владельцы ресурсов, с которыми не удалось 
связаться. Если от них в дальнейшем будут получены разрешения на использование материалов в пособии, 
то данные правообладатели обязательно будут добавлены в раздел Acknowledgements («Благодарности»). 
Если авторы или владельцы ресурсов информируют автора или издательство о невозможности  использования каких-либо материалов, то указанные правообладателями тексты будут исключены из пособия. 

Сведения об авторских правах в разделе Acknowledgements («Благодарности») представлены в соответ
ствии с требованиями правообладателей.

Acknowledgements

The author and the publisher would like to thank the following for their kind permission to reproduce copyright 
material in this book:
Press Releases are a Colossal Waste of Time by B. L. Ochman; Creating Your Online News Room: How to Build a 
Site the Media Will Love by Bill Stoller; Improve Your Team's Writing Skills by Ann Wylie. Reproduced by permission 
of All About Public Relations. Copyright 2013.
Bank of Canada Website Privacy Statement. Reproduced by permission of Bank of Canada. Copyright 2013.
Creeping, Slow-Burn, and Sudden Crises; Making a Crisis Worse: The Biggest Mistakes in Crisis Communications; When the Media Goes Too Far by Jonathan Bernstein. Reproduced by permission of Jonathan Bernstein, 
Copyright 2013. Trial by Media: A Roster of Do's & Don'ts; The Role of SEO in Crisis Management by Jonathan 
Bernstein. Reproduced by permission of Jonathan Bernstein and All About Public Relations. Copyright 2013.
Starbucks Coffee Company Crisis Case by Phillip G. Clampitt. Reproduced by permission of Phillip G. Clampitt. 
Copyright 2013.
Social Media Crisis Management: A No-Nonsense Guide by Mack Collier. Reproduced by permission of Mack Collier. Copyright 2013.
Masters of Disasters by Jon Barker. Reproduced by permission of Communicate magazine. Copyright 2013. 
Style Guides & Usage Manuals. Reproduced by permission of the Corporate Writing Pro. Copyright 2013.
5 Tools for Crisis Communications Professionals by Erik Deckers. Reproduced by permission of Erik Deckers. 
Copyright 2013.
Faegre Baker Daniels and FaegreBD Consulting Social Media Policy. Reproduced by permission of Faegre Baker 
Daniels. Copyright 2013.
Day in the Life – Social Media Manager and Her Tools by Mary Green. Reproduced by permission of Mary Green. 
Copyright 2013.
5 Companies Using Twitter Creatively by Mickie Kennedy. Reproduced by permission of eReleases. Copyright 
2013.
Launching a New Website? How to Use PR to Stand Out in the Cyber Crowd  by Julie J. Morgan. Reproduced by 
permission of EzineArticles. Copyright 2013.
Media Monitoring – What it Is, What it Does, How to Use It by William J. Comcowich. Reproduced by permission 
of EzineArticles. Copyright 2013.
Hampshire County Council Style Guide. Reproduced by permission of Hampshire County Council. Copyright 2013.
IBM PureFlex Enables Leading Russian Hospital to Improve Patient Care While Powering Advanced Medical Research (Press release). Reproduced by permission of IBM Corporation. Copyright 2013.
Master List of Reputation Repair Strategies (table) by W. Timothy Coombs. Reproduced by permission of Institute 
for Public Relations, University of Florida. Copyright 2013.

bovtenko@edu.nstu.ru

5 Ways to Track Your Competitors Using Social Media by Kyle Lacy. Reproduced by permission of Kyle Lacy. Copyright 2013.
The Corporate Identity Manual. Reproduced by permission of Logo Orange Design Studio. Copyright 2013.
Copyright in Public Relations by Patrick MacDonald. Reproduced by permission of Patrick MacDonald and Cole 
Lawson Communications. Copyright 2013.
Infographic Art: The Types & Trends Marketers Must Know by Maria Pergolino. Reproduced by permission of  Marketo, Inc. Copyright 2013.
MIT News Office Staff List. Reproduced by permission of MIT. Copyright 2013.
6 Examples of Social Media Crises: What can we learn? Reproduced by permission of Our Social Times. Copyright 
2013.
Potomac Photonics Offers Precision Microhole Drilling (Press release). Reproduced by permission of Potomac 
Photonics. Copyright 2013.
Social Media Survival Kit for Small Businesses. Part 5: Safely Navigating the River of Facebook PR. Reproduced 
by permission of PRWeb and Vocus, Inc. Company. Copyright 2013.
10 Free Social Media Monitoring Sites You Should Try by Mickie Kennedy. Reproduced by permission of Ragan 
Communications. Copyright 2013.
Distributing your Press Releases for Maximum Impact by Stone Reuning. Reproduced by permission of Stone 
Reuning. Copyright 2013.
How to Stop Copyright Infringement. Reproduced by permission of SEO Logic. Copyright 2013.
The Bank of New York Corporate Style Guide by Ellen Silverman. Reproduced by permission of Ellen Silverman.
Copyright 2013.
Skillsoft Corporate Style Guide. Reproduced by permission of Skillsoft Ireland Limited. Copyright 2013.
5 Social Media Tools for Sustainable Reputation Management by Julie Urlaub. Reproduced by permission of Taiga 
Company. Copyright 2013.
The National Mining Association Crisis Communication Planning Template: Spokesperson Guidelines. Reproduced by permission of the National Mining Association (NMA). Copyright 2013.
How to Write Your Social Media Plan in 8 Steps by Mike Thimmesch. Reproduced by permission of Mike Thimmesch.  Copyright 2010.
TNT Express. TNT Employees Social Media Guidelines Extract from TNT Social Media Guidelines by TNT under 
Creative Commons Attribution License http://creativecommons.org/licenses/by/3.0
Dealing with the Media. How to Talk to the Media. Useful Phrases and Expressions. Reproduced by permission of 
University of Leicester. Copyright 2013.
Contents. University of St Andrews House Style. Reproduced by permission of the University of St Andrews. Copyright 2013.
21 Great Ideas for Your Next Company Newsletter by Belinda Weaver. Reproduced by permission of  Belinda 
Weaver, Copywrite Matters. Copyright 2013.
Media Resources. Woods Hole Oceanographic Institution. Reproduced by permission of Woods Hole Oceanographic Institution. Copyright 2013.
Test Your Copy's Readability. "The Yahoo! Style Guide." Reprinted with permission from Yahoo! Inc. (c) 2013. Yahoo! Inc. YAHOO! and the YAHOO! logo are trademarks of Yahoo! Inc. 
UK Parliament. Copyright. Contains Parliamentary information licensed under the Open Parliament Licence v1.0. 
http://www.parliament.uk/site-information/copyright/open-parliament-licence

The copyright statements above are approved by copyright holders or follow the copyright holders’ declared
requirements.
In some cases the author has been unable to contact the holders of copyright material used in this e-book. The 
author will be pleased to make the necessary amendments in the book and mention the copyright holders who 
will give the permission to use their materials in the Acknowledgements, or exclude materials from the book in 
case of unintentional copyright infringement.

Бовтенко М. А., НГТУ, 2013

Course Materials

Task #
Material
Task Types, Skills 

Unit 1
Press Office: Organisational Structure, Responsibilities and Jobs

1.1. 
Ian Edwards. What are PR Agency’s Basic Organizational Structure
and Activities / Functions 

Reading, discussion

1.2. 
Birmingham City Council. Corporate Communications Division. Corporate Media Relations Team (Press Office)

1.3. 
U.S. Department of State. Bureau of Public Affairs. Office of Press Relations

1.4.
University of Oxford. Public Affairs Directorate. Public Affairs Office.
Press and Information Office

1.5.
Woods Hole Oceanographic Institution. News and Multimedia. Media Resources

1.6. 
Dorset Police Force. Media and Corporate Communications Department

2.1. 
MIT (Massachusetts Institute of Technology) News Office Staff List
Reading, classifying

2.2. 
University of Oxford. Public Affairs Directorate. Structure 

2.3. 
University of Oxford. Public Affairs. Staff 

2.4.
Lawrence Berkley National Laboratory. Public Affairs Department

2.5. 
The Royal Bank of Scotland (RBS) Group. Media Contacts

3.1.
Press Officer 
Reading, discussion

3.2. 
Press and Social Media Officer 

3.3.
Media Relations Manager 

3.4. 
Web & New Media Officer 

3.5.
Communication Manager 

3.6.
Internal Communications Manager 

3.7.
Copywriter, Blogger and Content Writer 

3.8.
Video Editor 

3.9.
Proofreader 

3.10. 
Social Media Analyst 

4.1.
Linda Forrest. What makes a good PR person?
Reading, discussion, 
writing
4.2.
Jeremiah Owyang. Want A Corporate Social Media Job? Demonstrate These 
Three Essential Qualities

4.3.
A Day in the Life of … a Press Officer

4.4.
Mary Green.  Day in the Life – Social Media Manager and Her Tools

4.5.
Journalist. What's it Really Like?

5. 
Ann Wylie. Improve Your Team's Writing Skills 
Reading, discussion

6.
Corporate Writing Pro. Style Guides & Usage Manuals 
Matching

7.1. 
The Bank of New York. Corporate Style Guide 
Reading, discussion

7.2. 
Hampshire County Council Style Guide

7.3. 
Skillsoft Corporate Style Guide

7.4. 
The University of St Andrews House Style

8. 
Style Guide for the University of York. Sensitivity in Print
Filling the gaps

bovtenko@edu.nstu.ru

9.1. 
Jakob Nielsen. How Users Read on the Web 
Reading, writing

9.2. 
Jakob Nielsen. Website Reading: It (Sometimes) Does Happen

9.3. 
Jakob Nielsen. Mobile Content Is Twice as Difficult 

9.4.
Jakob Nielsen. Writing for Social Media: Usability of Corporate Content Distributed Through Facebook, Twitter & LinkedIn

10. 
Readability. WordNet – A Lexical Database of English. Prinсeton University
Discussion, reading

Search Engines. Webopedia. Terms

Social Media Optimization. Webopedia. Terms

10.1. 
Test your Copy's Readability. The Yahoo Styleguide. Writing for the Web

10.2.
Laura Crest. Is Your SEO Copywriting Any Good? 3 Tell-Tale Tests

11. 
Dealing with the Media. How to Talk to the Media. Useful Phrases and Expressions. University of Leicester. Press Office

Matching

15.
Public Relations Manager. Application form. ApplyFirst.co.uk
Writing

Unit 2.
Internal and External Communication

3.1. 
The Corporate Identity Manual. Logo Orange Design Studio
Reading, discussion

3.2. 
University of Cambridge Identity Guidelines

4.
Jacci Howard Bear. 12 Parts of a Newsletter 
Matching

Belinda Weaver. 21 Great Ideas for your Next Company Newsletter 

5.1. 
Ilya Pozin. Build a Killer Website: 19 Dos and Don'ts 
Reading, discussion

5.2. 
Zack McKamie. 7 Tips for a Better Website

6.
Julie J. Morgan. Launching a New Website? How to Use PR to Stand Out in the 
Cyber Crowd 

Reading, discussion, 
writing

7. 
What is a Corporate Portal? CorporatePortals.eu
Reading, discussion

8. 
Internal Communication Channels. SnapComms.com
Matching, discussion

9.1. 
Jennifer Bull. Before your Company Starts with Social Media, Read this 
Reading, discussion

9.2. 
Mickie Kennedy. 5 Companies Using Twitter Creatively 

9.3.
Jennifer Bull. Leadership: Take a Look at these 3 CEO blogs

9.4. 
Safely Navigating the River of Facebook PR  Social Media Survival Kit for Small 
Businesses. Part 5 / PRWeb.com 

9.5. 
Tester Joe. Web Video Dos and Donts 

9.6. 
Kurt Kaufer. Five Social Media Tools for Internal Business Communication 

10. 
Abram Brown. Forget Facebook: 4 Reasons Your Company Needs a Google+ 
Page

Filling the gaps

11.1
 Mike Thimmesch. How to Write Your Social Media Plan in 8 Steps
Reading, writing

11.2
Camie Rodan. HOW TO: Write a Social Media Plan in 4 Steps

15. 
Jakob Nielsen. About Us Information on Websites 

Unit 3.
Press / Media Relations

2.1.
Adina Genn. A Public Relations Primer (Media List)
Reading, writing

2.2. 
Paula Gardner. Media Lists and How to Build a Fantastic One 

3. 
Sample Media List. Rose Community Foundation 
Filling the gaps

4.1.
7 Features on Oscar's Makeup Palette. Press Release
Matching

4.2. 
Potomac Photonics Offers Precision Microhole Drilling. Press Release 

5.1. 
Adina Genn. A Public Relations Primer. Crafting a Press Release
Filling the gaps

5.2. 
Steve Slaunwhite. Traditional Press Releases 

5.3. 
Lynne Brown-Zounes. Writing Press Releases 

5.4. 
Sarah Skerik. Press Release SEO: Writing Press Releases Effectively for Search 
Engines 

5.5. 
Christopher Penn. Social Media Press Release 2.0 

6. 
Press Releases: 
Reading, writing

USA TODAY Announces Winner of Print Ad Competition

Cost of Raising a Child Hits Record High

Fashion Design Student from the University of Leeds is Crowned the 
ShoeZone’ista for 2013!

Volunteers Required Nationally Who Want to Quit Smoking

Thermal Processing and Metal Surface Engineering Specialist Unifies Group 
Web Sites

Melanie Dressel Receives 2013 Executive Excellence CEO of the Year Award 
from Seattle Business Magazine 

EA Worldwide Acquisitions See Freelancers Make 'Above Average' Salary’s

Heat or EAT? Millions of Americans Forced to Make the Choice this Winter

US Airways Names John Gustafson Vice President, eCommerce, Mobile and 
Distribution

Michael Sheen Witnesses UNICEF Changing Children’s Lives Thanks to Huge 
Success of ITV’s Soccer Aid

7.
Press Releases:
Reading, writing

7.1. 
IBM PureFlex Enables Leading Russian Hospital to Improve Patient Care While 
Powering Advanced Medical Research

7.2. 
EU Set to Ban Animal Testing for Cosmetics Forever

7.3.
Education Department Launches 'Pay As You Earn' Student Loan Repayment 
Plan

8.1. 
Press Releases: Transforming Announcements into Engagement
Reading

8.2.
Joan Stewart. 13 Tips for Using Photos & Graphics in Your Publicity 

8.3. 
Jakob Nielsen. Photos as Web Content 

9.1. 
Stone Reuning. Distributing your Press Releases for Maximum Impact – Part III 
Reading, discussion, 
writing
9.2. 
How to Send a Press Release? 

10.1.   
B. L. Ochman. Press Releases are a Colossal Waste of Time
Reading, discussion

10.2. 
Adam Singer. If You Want Press, Don’t Send a Press Release

11. 
Bill Stoller. Creating Your Online News Room: How to Build a Site the Media Will 
Love 

Reading, discussion