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П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
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2) The drawback is that some forms use temporary help to get... laws and
regulations that apply... employees.
3) A freelancer is not expected to conform... the rules governing regular
employees.
4) Companies also guard their trademarks... continually using them, sending
advisories... m edia outlets... p ro p er use... these tradem arks, placing
advertisements... journalism publications reminding readers... trademarked
names.
5) If you are charging the client... mileage or working... the hour, this should be
specified.
13. Explain the following statements:
1) A trademark is a valuable asset zealously guarded by its owners.
2) Make yourself familiar with what might be considered trademark infringement.
3) Prospective clients go fishing for ideas and then implement the best ones
without retaining the firms that suggested them.
4) A thorough discussion of billing procedures and fees at the beginning of a
client relationship will save much agony and recrimination later.
5) A restaurant may quote you $25 per person for a meal but neglect to tell you
that this does not include taxes and a gratuity for staff.
^
6) A freelancer is an independent contractor.
14. Topical questions:
1) Do you know any trademarks of the companies in Russia?
2) What regular benefits are freelancers denied? Is it a common practice to use
freelancers in our country?
15. Give a summary of the text
16. Develop the following statements:
1) Trademarks are valuable assets. It is your responsibility to protect and use
them correctly.
2) Written contracts or letters of agreement are necessary for the employment of
freelance writers and other outside consultants.
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W E L C O M E T O T H E W O R L D O F P U B L I C R E L A T I O N S
■
•
U N I T
SIX
Working with Lawyers
You now have an overview of how various laws and governmental regulations
affect your work as a publiuc relations writer and specialist. A basic knowledge of the
law should help you do your work in a responsible and appropriate manner, but you
also should realize that a smattering of knowledge can be dangerous.
Laws and regulations can be complex. You are not a trained attorney, so it should
be obvious that you should consult lawyers who are qualified to answer specialized
questions regarding libel, copyright, trademarks, government regulation, and invasion
of privacy.
Your organization’s own staff attorneys or outside legal counselors are your first
source of information.
At the same time, remember that lawyers can tell you what to do or not to do; they
should not tell you what to say or how to say it. They are experts on the law but not on
effective communication. They don’t understand that the media want information now
or that “no comment” is perceived as a guilty plea in the court of public opinion.
"Indeed, a major area of fiction in any organization is the clash between the legal
and public relations departments. Lawyers generally prefer to say little or nothing in
most situations, whereas the public relations staff perceives its role as providing a
steady flow of information and news about the organization to multiple publics. It is a
never-ending tug-of-war. At the same time, it is essential that the legal and public
relations staffs cooperate in the best interests of the organization.
Great care must be taken in releasing information about litigation, labour negoti
ations, complex financial transactions, product recalls, and plant accidents. Numerous
laws and regulations, to say nothing of liability considerations, affect what should or
should not be said.
□ Words and word-combinations
1. attorney — юрист
2. to consult lawyers — советоваться с юристами
3. staff attorney — юрист, находящийся в штате фирмы
4. legal counselor — юрисконсульт
5. a guilty plea — признание виновности
6. never-ending tug-of-war — бесконечное «перетягивание каната»
7. product recall — рекламация на продукцию
8. litigaion — тяжба, спор
П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
85
ш
__________________________________________________________________________________
It is often important to draft a proposed statement or release and submit it to legal
counsel for approval. The release should give as much information as possible and be
phrased clearly and concisely. The object in such a release is to convince the public that
the organization is not hiding behind legal technicalities but, at the same time, must
protect itself from possible lawsuits and litigation.
Your relations with legal counsel will be more pleasant and more productive if you
keep abreast of new developments. To do this, you should maintain a file of newspaper
and magazine articles that report on legal develop-ments and decisions relating to
public relations. This might include new regulatory guidelines, consent decrees, libel
awards, trademark infringement suit, product recalls, and court decisions on employee
privacy. ......'У-- V
To ensure the best cooperation and mutual respect between the legal and public
relations functions, here are some guidelines:
• Each department should have a written definition of its responsibilities.
• The heads of both departments should be equal in rank and report to the
organization’s chief executive officer or executive vice-president.
• Both departments should be represented on key committees.
• The legal counsel should keep the public relations staff up to date on legal
problems involving the organization.
• The public relations staff should keep the legal staff up to date on public issues
and media concerns that will require an organizational response.
• The two sides should regard each other as allies, not opponents.
□ Words and word-combinations
1. to draft a statement — составить заявление
2. to submit to smb for approval — подать (заявление) к.-л. для утверждения
3. legal technicality — юридическая сторона
4. to keep abreast — не отставать от, идти в ногу
5. to be represented on key committees — иметь представителей в важных
комитетах
6. to keep smb up to date on — держать к.-л. в курсе событий
С
Ethics and Professionalism
Equally important are the ethical and professional values that you bring to your
work.
Ethical considerations, like the law, are often ambiguous and subject to interpreta
tion. Most situations are neither black nor white but rather various shades of gray.
Although the public relations writer is an advocate and must convey information in a
persuasive way, this does not excuse the presentation of false or misleading informa
tion. In sum, you have to ask not only whether something is legal but also whether it is
the right thing to do.
W E L C O M E T O T H E W O R L D O F P U B L I C R E L A T I O N S
It is argued that public relations practitioners have five moral obligations.
•
To ourselves
— to preserve our own integrity
•
To our client
— to honor our contracts and to use our professional expertise on
our clients’ behalf
•
To our organization or employer
— to adhere to organizational goals and poli
cies
•
To our profession and our professional colleagues
— to uphold the standards of
the profession and, by extension, the reputation of our fellow practitioners
•
To society
— to consider social needs and claims
Unfortunately, personal conflict is often involved in trying to serve the needs of
these groups. An employer or a client, for example, may think it in the organization’s
interest to hide information that may be detrimental to its reputation or sales. As a
public relations writer and practitioner, do you go along with the organization’s wishes,
or do you adhere to your own personal values and the standards of the public relations
profession?
□ Words and word-combinations
1. ethics — этика
2. ethical values — этические ценности
3. ethical considerations — этические соображения
4. ambiguous — двусмысленный, сомнительный
5. to be subject to — подвергаться
6. to convey information — передавать информацию
7. public relations practitioner — практикующий профессионал в области
паблик рилейшнз
8. on smb’s behalf — от имени к.-л.
9. to adhere to — придерживаться ч.-л.
10. fellow — сотрудник
11. to consider social needs and claims — учитывать социальные нужды и тре
бования
12. detrimental — вредный, приносящий убыток
The answer depends in large part on how you view your role. Some writers consid
er themselves technicians whose responsibility is to prepare materials as the organiza
tion or client wants them, even if the result is dishonest or misleading. They are the
literary equivalent of “hired guns”, available for any and every cause. Professionalism
to them means writing good, persuasive copy even if they don’t believe in what they are
writing.
Other writers feel that they serve as lawyers in the court of public opinion. All
parties, they believe, are entitled to tell their side of the story and be represented by
public relations counsel. In this mode, the writer’s obligation is to present the best
possible defense of the client. Thus a public relations firm should have no qualms about
representing a foreign government accused of human right violations, a racist hate
group, or a cigarette company.
П О С О Б И Е П О А Н Г Л И Й С К О М У Я З Ы К У Д Л Я С Т У Д Е Н Т О В Г У М А Н И Т А Р Н Ы Х В У З О В
87
Making an ethical decision on the kind of organization or cause that you want to
have as an employer or a client, however, is only one part of the equation. Moral and
ethical decisions also have to be made almost daily about the content and structure of
various messages. Do you say that an executive has resigned “for personal reasons”
even though you know that the person was fired for incompetence? Do you exagger
ate the number of people attending an event? Do you say that a product is safe even
though tests have revealed a potentially dangerous design flaw? Do you write about a
company’s restructuring to be more profitable without mentioning the layoff of 1,500
employees?
There are no easy answers to such questions. The simple.axiom “Always tell the
truth” understates the complexity of the decision process.
□ Words and word-combinations
1. to be entitled to — иметь право на
2. to be accused of human rights violation — быть обвиненным в нарушении
прав человека
3. equation — уравнение
(матем.)
4. moral and ethical decision — моральные и этические решения
5. incompetence — некомпетентность
6. potentially dangerous design flaw — ошибка в расчете (проекте), чреватая
опасностью
7. layoff — увольнение
8. to understate the complexity o f — преуменьшать сложность ч.-л.
EXERCISES
1. Look up the pronunciation of the following words:
a collegue, an axiom, ambiguous, to adhere, expertise, qualms, basic,
technicalities,
2. Give English equivalents:
оказывать влияние на ч.-л., должным образом, воспринимать ч.-л., не
прерывный поток информации, союзник, моральные обязательства,
обвинять к.-л. в ч.-л., нарушение прав человека, некомпетентность, пре
увеличивать, увольнять, по личным причинам, мероприятие
Reproduce them in situations from the text
3. Give Russian equivalents:
financial transactions, product recalls, plant accidents, to keep up to date, to
be equal in rank, to adhere to smth, to be detrimental, to be entitled to smb,
a flaw
Use them in situations of your own
4. Translate in writing:
the sector Ethics and Professionalism