Преводът на термините в научното поле на пъблик рилейшънс
The translation of terms in the scientific field of Public Relations

Author(s): Radoslava Mikova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: public relations; PR terminology; publicity; brand; branding; crowdsourcing; influencers; translation
Summary/Abstract: One of the main problems of relatively young sciences such as "Public Relations" (PR) is the translation of terms and their correct understanding. The development of this discipline began in the late 19th and early 20th centuries in the United States of America; people such as Ivy Lee and Edward Bernays made contributions to that. In the modern world, PR is a very important part of the communication strategy of any corporation that wants to be competitive. The historical development of this science led to the creation of terminology which is in English. The terms are continuously updated; which imposes their accurate and adequate translation. PR has a lot in common with other disciplines such as Advertising; Marketing; Management; respectively; terms from these disciplines are borrowed and adapted. That complicates even more their understanding and translation into Bulgarian. This study explores several selected terms that create contradictions: public relations; brand; branding; crowdsourcing; influencers; and their meaning and use in the public communication.

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