residents in the middle-to lower-income brackets. The objective is to get 80 percent of the households to use the curbside recycling program.

What kind of public information would you recommend to accomplish this objective? Develop a list of program strategies and communication tactics.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 281)

15. Урок 15 (Unit 1) International Public Relations?

1.Starting up

1.What problems can PR practitioners face when they are planning an international public relations campaign?

2.What is important to have a successful international PR campaign?

2.Listening

Listening 15.1.

Notes

“Cross-cultural” - belonging to or involving two or more different societies, countries, or cultures, e.g.: cross-cultural exchanges

(“Cross-cultural”. Longman Dictionary of Contemporary English. 4th ed. London: 2005.)

“Issue” - a subject or problem that is often discussed or argued about, especially a social or political matter that affects the interests of a lot of people, e.g.: Dillon addressed the issue of child abuse in his speech.

The word “issue” has been used more often instead of the word “problem”, because it doesn’t have the negative meaning and has more chances of being sorted out.

(“Issue”. Longman Dictionary of Contemporary English. 4th ed. London: 2005.) “Nonverbal” - not using words, e.g.: nonverbal forms of communication (“Nonverbal”. Longman Dictionary of Contemporary English. 4th ed. London: 2005.)

Listen to the first part of the interview with Carl Bowles, a professor of PR, where he talks about international public relations. Answer these questions.

1.Why is culture one of the key factors of international public relations?

2.What influence does culture have on the spoken word?

3.How do cultural differences affect the written word?

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