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Серия «Современный бизнес»

Ширли Харрисон

Связи с общественностью

Вводный курс

2-е издание

Перевод с английского В.П. Елизаров

Под научной редакцией д.э.н., проф. Г.Е. Алпатова

Ответственные за выпуск Т.Р. Тэор, Я.Ю. Матвеева

Редактор Н.Ф. Дмитриевская

Корректор О.А. Тихомирова

Верстка Н.А. Платоновой

Издательский дом «Нева»

199155, Санкт-Петербург, ул. Одоевского, 29

Издательство «ОЛМА-ПРЕСС Инвест»

129075, Москва, Звездный бульвар, д 23А, стр.10

[D1]Выражения «торгашество» (hucksterism) и «работа с прессой» (press agentry) исторически связаны, прежде всего, с мелкой торговлей, а также с организацией мероприятий, имеющих общественное значение. Торгашом (huckster) называли мелкого розничного торговца, стараю­щегося любыми средствами всучить покупателю свой товар. Выражение «работа с прессой» получило свое распространение в то время, когда четко обозначились цели расширения дея­тельности по информационному обеспечению различного рода общественных мероприятий, таких как спортивные состязания, публичные шоу. развлекательные действа различного ро­да. - Прим. пер.

[D2]Обладающее в английском языке формальными грамматическими признаками множе­ственного числа слово publics на русский язык точнее всего переводится словом обществен­ность. Иногда в тексте книги при переводе термина public для более адекватной передачи смысла того или иного высказывания будет использоваться выражение общественное окружение. Кро­не того, выражения общественность и общественное окружение также будут использоваться в ряде мест для перевода таких словесных выражений как sodal environment, general publics, general audiences и т. п. - Прим. пер.

[D3]САМ-диплом, в английском оригинале - САМ Diploma. Аббревиатура САМ составлена из первых букв английских слов Communications, Advertising, Marketing, то есть: Коммуникации, Реклама, Маркетинг. - Прим. пер.

[D4]День Памяти (Memorial Day) — день памяти павших в гражданской войне в США 1861-1865 гг., в испано-американской и других войнах (30 мая). – Прим. пер.

[D5]Английское слово flak (flack) означает зенитный огонь. Выражение «зенитчик» (flacker) используется как ироническое (а часто и уничижительное) обозначение агентов по печати или других специалистов, работающих в области связей с общественностью. - Прим. пер.

[D6]Уистен Хью Оден (Wystan Hugh Auden), английский поэт (1907-1973), с 1939 г. живший в США и получивший американское гражданство. Один из крупнейших поэтов двадцатого века. - Прим. пер.

[D7]Ральф Надер (Ralph Nader, г. р. 1934) - известный американский юрист, специализирую­щийся в области защиты прав потребителей. В 1968 г. по его инициативе было создано первое общественное объединение, задачей которого являлась защита прав потребителей. В нее вош­ли семь студенте в-юр истов, которые добровольно взяли на себя расследование деятельности федеральной комиссии по торговле. После того как через несколько месяцев команда Надера обнародовала материалы, в которых изобличались злоупотребления членов комиссии, к На­деру стали обращаться множество добровольцев, из которых были отобраны двести человек, ставших известными под именем «всадники Надера». Принято считать, что это название обя­зано своим происхождением высказыванию одного вашингтонского журналиста. За несколько лет работы «всадники Надера» выявили факты коррупции в федеральных комиссиях, злоупот­ребления в сфере банковской деятельности, сделали достоянием общественности отсутствие контроля за пищевой и фармацевтической промышленностью, обнародовали материалы о заг­рязнении окружающей среды. В 2000 г. Надер выдвигал свою кандидатуру на пост президента США. - Прим. пер

[В38]В английском оригинале эта фраза может быть понята по-разному, например, как: «ВОСЬМАЯ АРМИЯ РЕКЛАМИРУЕТ НЕМЕЦКИЕ БУТЫЛКИ», а также и гак: «ВОСЬМАЯ АРМИЯ ВЕДЕТ НАСТУПЛЕНИЕ НА ГЕРМАНСКОМ ФРОНТЕ». - Прим. пер.

[В39]В английском оригинале эта фраза может быть прочитана и как «МЕСТО, УДОБНОЕ ДЛЯ ПАРКОВКИ», и как «ПАРКОВКА ЗАПРЕЩЕНА».- Прим. пер.

[В310]Вестминстер — часть Лондона, где расположен английский парламент. Флит-стрит — улица в Лондоне, где расположены основные издательства; центр английской газетной индустрии. - Прим. пер.

[В311]Норидж — город в Англии. — Прим. пер

[В312]Центральные графства Англии. — Прим. пер.

[В313]Омбудсмен — лицо, назначенное правительством для разбора жалоб частных лиц на госу­дарственные учреждения. - Прим. пер.