Questions to the text. 1. Why the phrase "Ethics is good economics" is not a cynical phrase?

1. Why the phrase "Ethics is good economics" is not a cynical phrase?

2. Why credibility is vital in PR?

3. What is meant by: 'honesty is the best policy'?

4. Can we give comments in PR stories?

5. What is said about personal integrity?

6. Can PR people bribe journalists?

7. What should PR specialists do if they asked to do something unethical?

Exercise A. True or false:

1. A business is more likely to succeed if it is trusted.

2. In PR credibility is more important than honesty.

3. PR will not work if it is not believed.

4. In propaganda people must believe in a certain political idea.

5. In PR we are responsible for distribution of factual information.

6. The audience cannot decide what to do with PR.

7. PR people are judged by the way they act.

8. PR people have to do propaganda for themselves.

9. If employers ask PR people to do something unethical they should read code of ethics of PR specialists.

Exercise B. Finish the sentences:

1. Ethics is good...

2. It pays to be...

3. A business is more likely to succeed if it is...

4. PR is about knowledge and...

5. Honesty is the best...

6. Understanding leads to...

7. In propaganda people must...

8. Ethics is also about the ways PR specialists...

9. PR people give expert advice and they...

Exercise C. Translate into English:

1. Этика полезна для экономики.

2. Это не циничная фраза, она обозначает, что быть честным выгодно.

3. Доверие жизненно необходимо в PR.

4. Честность— лучшая стратегия.

5. PR не будет работать, если в него не будут верить.

6. В PR мы отвечаем за распространение фактической инфор­мации, точной и без комментариев.

7. Аудитория должна решать сама, что делать с такой инфор­мацией.

8. Этика связана с тем, как ведут себя специалисты по PR.

9. Специалисты по связям с общественностью должны делать себе хороший PR.

Exercise D. Discussion

1. Do you think that PR professionals in your country are honest? Is ethics a good economics?

2. How important is personal integrity for PR-professionals?

3. Are all firms honest with their clients? Do they need PR peo­ple because they are not honest? Think of famous examples.

APPENDIX A