Деловые переговоры на иностранном языке. Английский язык. Часть 1. Лазаричева Е.С. - 10 стр.

                                 Theme 2.                                                 to encourage employees or members to participate.
         Company and organizational structure. Composing documents.                                 There are opposing schools of thought as to how the specific mechanics of
                                                                                          a Meet and Greet operate. The Gardiner school of thought states that unless
1. Read and retell the text. Discuss the advantages and disadvantages of each type        specified as an informal event, all parties should arrive promptly at the time at
of culture. Define the prevalent type of culture in Russia.                               which the event is schedule to start. The Kolanowski school of thought, however,
                                                                                          states that parties may arrive at any time after the event begins, in order to provide
                            Classification of Organization Cultures                       a more relaxed interaction environment.
                              (Adapted from Prof.C.Handy)
1. Power cultures                                                                         2. Read and translate. Complete the tasks after the text.
    In these cultures self-reliant and highly competitive self-development provides
the basis of relations. A manager's success is related to their charisma and                                     Media dependence on Public Relations.
influence, rather than to their knowledge and experience. The style of the chief                    Public relations people work with media in many ways. This unit
executive is the model for other managers. In organizations of this type managers         discusses how to prepare for press interviews, organize a news conference, conduct
need to be tough-minded and aggressive.                                                   a media tour, and write such materials as fact sheets, press kits, and op-ed articles.
2. Role Cultures                                                                                    The unit begins with a review of how reporters and public relations people
    In these cultures a manager's role is completely related to their place within a      are mutually dependent upon each other for accomplishing their respective goals. It
centralized system. Their success depends on how well they adhere to roles,               also mentions areas of friction that often contribute to an adversarial atmosphere.
procedures, and precedents. Individualism and aggression are not valued in these          An important part of the relationship is based on mutual trust and credibility. For
cultures. Employees in these organizations should not exceed the limits of their          your part, you must always provide accurate, timely, and comprehensive
roles.                                                                                    information. Only in this way can any medium do its job of informing readers,
3. Task Cultures                                                                          listeners, or viewers about matters of importance to them.
    In organizations of this type they value everything that makes it possible 'to get              Public relations sources provide most of the information used in the media
the work done'. The main concern in these organizations is with successful                today. A number of research studies have substantiated this, including the finding
completion of their projects. A manager's success is related to their knowledge and       that today’s reporters and editors spend most of their time processing information,
experience required to achieve tasks, rather than to meet the requirements of their       not gathering it.
role.                                                                                               1200 New York Times, Washington Post front pages were studied as far
4. Individual Cultures                                                                    back as 1973 and it was found that 58,2 percent of the stories came through routine
    In organizations of this type freedom of expression is valued the most.               bureaucratic channels (official proceedings, news releases, and conferences or
Effectiveness of any activity in these organizations is rated by how much the             other planned events). Just 25,2 percent were the products of investigative
activity satisfies the staff, rather than by how well it conforms to business plans.      journalism, and most of these were produced by interviews, the result of routine
Independence, creativity, and experiment are also valued in these organizations.          access top spokespersons. As the report said, “The reporter cannot depend on
                                                                                          legwork alone to satisfy his paper’s insatiable demand for news. He looks to
2. Read and translate the text. Define the structure of an ad agency, aims and            official channels to provide him with newsworthy material day after day”.
specific features of each department. Analyze the structure and aims of some                        A New York public relations firm, Jericho Promotions, sent questionnaires
Russian ad agencies.                                                                      to 5,500 journalists worldwide and got 2,432 to respond. Of that number, 38
                                                                                          percent said they get at least half of their story ideas from public relations people.
                  Types and structure of an advertising agency.                           The percentage was higher among editors of lifestyle, entertainment, and health
                                                                                          sections of newspapers but much lower among metropolitan reporters, who spent
         An advertising agency or ad agency is a service business dedicated to            most of their time covering “hard” news.
creating, planning and handling advertising (and sometimes other forms of                           In other words, public relations materials save media outlets time, money,
promotion) for its clients. An ad agency is independent from the client and provides      and effort of gathering their own news.
an outside point of view to the effort of selling the client's products or services. An   a) Find English equivalents in the text. Use them in sentences of you own.
agency can also handle overall marketing and branding strategies and sales                           Источники; с вашей стороны; читатели, слушатели и зрители; по
promotions for its clients.                                                               всему миру; первая страница газеты; мероприятия; из этого количества; по
         Typical ad agency clients include businesses and corporations, non-profit        крайней мере; освещать события.


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