- •2. Методический справочник
- •1. Методический комментарий к уроку 1 (Unit 1)
- •2. Методический комментарий к уроку 2 (Unit 2)
- •3. Методический комментарий к уроку 3 (Unit 3)
- •4. Методический комментарий к уроку 4 (Unit 4)
- •5. Методический комментарий к уроку 5 (Unit 5)
- •6. Методический комментарий к уроку 6 (Unit 6)
- •7. Методический комментарий к уроку 7 (Unit 7)
- •8. Методический комментарий к уроку 8 (Unit 8)
- •9. Методический комментарий к уроку 9 (Unit 9)
- •10. Методический комментарий к уроку 10 (Unit 10)
- •11. Методический комментарий к уроку 11 (Unit 11)
- •12. Методический комментарий к уроку 12 (Unit 12)
- •13. Методический комментарий к уроку 13 (Unit 13)
- •14. Методический комментарий к уроку 14 (Unit 14)
- •15. Методический комментарий к уроку 15 (Unit 15)
- •16. Методический комментарий к уроку 16 (Unit 16)
- •17. Методический комментарий к уроку 17 (Unit 17)
- •18. Методический комментарий к уроку 18 (Unit 18)
- •19. Методический комментарий к уроку 19 (Unit 19)
- •20. Методический комментарий к уроку 20 (Unit 20)
- •21. Методический комментарий к уроку 21 (Unit 21)
- •3. Учебный курс
- •1. Урок 1 (Unit 1) What is Public Relations?
- •1. Starting up
- •2. Listening
- •Listening 1.1.
- •(“Public Relations.” Wikipedia. 6 Sept. 2007. 8 Sept. 2007 <http://en.wikipedia.org/wiki/Public_Relations#>.)
- •Listen to an interview with Derek Avery, a PR-specialist at Public Relations Society of America, who talks about popular understanding of PR. Answer these questions.
- •Complete the extract of what Derek says about the difference between PR and spin.
- •Listening 1.2.
- •Listen to Derek Avery, who goes on to talk about people’s confusing PR with other functions. Answer these questions.
- •Complete the extract of what Derek says about the difference between PR and marketing.
- •Complete the extract of what Derek says about the difference between PR and advertising.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 1.1.
- •Read the text “How Public Relations Differs from Journalism” and answer these questions.
- •How Public Relations Differs from Journalism
- •Reading 1.2.
- •Read the text “Toward an Integrated Perspective” and answer these questions.
- •What PR stunts were used by the practitioners?
- •Toward an Integrated Perspective
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “differences between PR, spin, marketing, advertising and journalism” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem solving
- •2. Урок 2 (Unit 2) The History of Public Relations
- •1. Starting up
- •2. Listening
- •Listening 2.1.
- •Listen to an interview with StanVeazy, a PR-specialist at Public Relations Society of America, who talks about the historical roots of PR. Answer these questions.
- •Complete the extract of what Stan Veazy says about the early practice of PR.
- •Listening 2.2.
- •Listen to an interview with StanVeazy, a PR-specialist at Public Relations Society of America, who goes on to talk about one of Edward Bernays’s legendary public relations efforts. Answer these questions.
- •Complete the extract of what Stan Veazy says about the PR-campaign to promote Diaghilev’s Ballet Russes.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 2.1.
- •Read the text “Press Agentry” and answer these questions.
- •Press Agentry
- •Reading 2.2.
- •Read the text “The First Public Relations Counsel” and answer these questions.
- •The First Public Relations Counsel
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the roots of PR” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem solving
- •3. Урок 3 (Unit 3) Ethics and Professionalism
- •1. Starting up
- •2. Listening
- •Listening 3.1.
- •Listen to an interview with Conroy Wright, a PR-specialist at Burson-Marsteller Public Relations, who talks about ethics in PR. Answer these questions.
- •Listening 3.2.
- •Listen to an interview with Conroy Wright, a PR-specialist at Burson-Marsteller Public Relations, who goes on to talk about codes of professional conduct in PR. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 3.1.
- •Read the text “Ethics in Individual Practice” and answer these questions.
- •Ethics in Individual Practice
- •Reading 3.2.
- •Read the text “Use of Front Groups Poses Ethical Concerns” and answer these questions.
- •Use of Front Groups Poses Ethical Concerns
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “ethics in PR profession” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •7. Problem Solving
- •How would you respond to the following situations?
- •Solve the following PR problem.
- •4. Урок 4 (Unit 4) The Individual in Public Relations
- •1. Starting up
- •2. Listening
- •Listening 4.1.
- •Listen to an interview with Paul Walke, the Global Corporate Practice Director at Ogilvy Public Relations, who talks about an individual in PR. Answer these questions.
- •Listening 4.2.
- •Listen to Paul Walke, the Global Corporate Practice Director at Ogilvy Public Relations, who goes on to talk about the education and employment of PR-practitioners. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 4.1.
- •Read the following text and answer these questions.
- •Reading 4.2.
- •Read the text “An Understanding of Economics” and answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the individual in public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •5. Урок 5 (Unit 5) Public Relations Departments and Firms
- •1. Starting up
- •2. Listening
- •Listening 5.1.
- •Listen to an interview with Steven Luders, the CEO at Fleishman-Hillard Public Relations, who talks about public relations departments and firms, and answer these questions.
- •Listening 5.2.
- •Listen to Steven Luders, the CEO at Fleishman-Hillard Public Relations, who goes on to talk about the global reach of public relations firms. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 5.1.
- •Read the text “Line and Staff Functions” and answer these questions.
- •Line and Staff Functions
- •Reading 5.2.
- •Read the text “Sources of Friction” and answer these questions.
- •Sources of Friction
- •Reading 5.3.
- •Read the text “Structure of a Counseling Firm” and answer these questions.
- •Structure of a Counseling Firm
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •6. Урок 6 (Unit 6) Research
- •1. Starting up
- •2. Listening
- •Listening 6.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co. Answer these questions.
- •Complete the extract of what Bob says about why research is such an important step in any public relations program.
- •Listening 6.2.
- •Listen to Bob Richardson, who goes on to talk about research. Answer these questions.
- •Complete the extract of what Bob says about the most common research techniques.
- •3. Reading
- •Reading 6.1.
- •Read the text “Research in Public Relations” and answer these questions.
- •Research in Public Relations
- •Reading 6.2.
- •Read the text “Techniques of Conducting Research” and answer these questions.
- •Techniques of Conducting Research
- •Match the words (1-20) with the definitions (a-t).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “research in public relations and different research techniques used” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following texts from Russian into English.
- •7. Problem Solving
- •7. Урок 7 (Unit 7) Program Planning
- •1. Starting up
- •2. Listening
- •Listening 7.1
- •Listen to an interview with Jeff Hunt, the CEO at GCI Group, who talks about public relations program planning. Answer these questions.
- •Complete the extract of what Jeff Hunt says about public relations program planning.
- •Listening 7.2.
- •Listen to an interview with Jeff Hunt, the CEO at GCI Group, who goes on to talk about different kinds of public relations planners and planning. Answer these questions.
- •Complete the extract of what Jeff Hunt says about public relations planners and planning.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 7.1.
- •Read the text “Public Relations Program Planning” and answer these questions.
- •Public Relations Program Planning
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “ planning a PR program” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •8. Урок 8 (Unit 8) Communication
- •1. Starting up
- •2. Listening
- •Listening 8.1.
- •Listen to an interview with Joel Babbit, President and CEO at Edelman Public Relations Worldwide, who talks about communication. Answer these questions.
- •Complete the extract of what Joel Babbit says about communication.
- •Listening 8.2.
- •Listen to Joel Babbit, President and CEO at Edelman Public Relations Worldwide, who goes on to talk about crisis communication. Answer these questions.
- •Complete the extract of what Joel Babbit says about how an organization should respond to a crisis situation.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 8.1.
- •Read the text “Communication and Leadership” and answer these questions.
- •Communication and Leadership
- •Reading 8.2.
- •Read the text “Active Listening, Feedback, Nonverbal Communication Patterns” and answer these questions.
- •Active Listening, Feedback, Nonverbal Communication Patterns
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “communication in PR profession” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •9. Урок 9 (Unit 9) Evaluation
- •1. Starting up
- •2. Listening
- •Listening 9.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the prerequisites for evaluation and different kinds of objectives. Answer these questions.
- •Complete the extract of what Bob says about the prerequisites for evaluation and different kinds of objectives.
- •Listening 9.2.
- •Listen to Bob Richardson, who goes on to talk about the techniques used in evaluating a public relations program. Answer these questions.
- •Complete the extract of what Bob says about different techniques used in evaluating a public relations program.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 9.1.
- •Read the text “Measurement of Production” and answer these questions.
- •Measurement of Production
- •Reading 9.2.
- •Advertising Equivalency
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “forms of evaluation and advertising equivalency” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following texts from Russian into English.
- •7. Problem Solving
- •10. Урок 10 (Unit 10) Public Opinion and Persuasion
- •1. Starting up
- •2. Listening
- •Listening 10.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the formation of public opinion and opinion leaders. Answer these questions.
- •Complete the extract of what Bob says about the opinion leaders.
- •Listening 10.2.
- •Listen to Bob Richardson, who goes on to talk about the role of persuasion in public relations. Answer these questions.
- •Complete the extract of what Bob says about how persuasion is used.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 10.1.
- •Read the text “Source Credibility” and answer these questions.
- •Source Credibility
- •Reading 10.2.
- •Read the text “Content and Structure of Messages” and answer these questions.
- •Content and Structure of Messages
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “formation of public opinion and forms of persuasion” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •11. Урок 11 (Unit 11) The Audience and How to Reach It
- •1. Starting up
- •2. Listening
- •Listening 11.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the term “audience”. Answer these questions.
- •Complete the extract of what Bob says about the term “audience”.
- •Listen to Bob Richardson, who goes on to talk about the characteristics of the today’s audience. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 11.1.
- •Read the text “Magazines” and answer these questions.
- •Magazines
- •Reading 11.2.
- •Read the text “Books” and answer these questions.
- •Books
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the audience and ways of reaching it” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •12. Урок 12 (Unit 12) Public Relations and the Law
- •1. Starting up
- •2. Listening
- •Listening 12.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the legal issues in the work of a public relations professional.. Answer these questions.
- •Complete the extract of what Bob says about the legal issues in the work of public relations specialists.
- •Listening 12.2.
- •Listen to Bob Richardson, who goes on to talk about the cooperation between lawyers and PR people. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 12.2.
- •Read the text “Libel and Defamation” and answer these questions.
- •Libel and Defamation
- •Reading 12.2.
- •Read the text “Fair Use versus Infringement” and answer these questions.
- •Fair Use versus Infringement
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “legal aspects in the work of a public relations practitioner” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •13. Урок 13 (Unit 13) Corporations
- •1. Starting up
- •2. Listening
- •Listening 13.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the public’s perception of big companies? Answer these questions.
- •Listening 13.2.
- •Listen to Bob Richardson, who goes on to talk about the tasks of PR practitioners working for a corporation. Answer these questions.
- •Complete the extract of what Bob says about the three areas concerning the environment.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 13.1.
- •Read the text “Corporate Philanthropy” and answer these questions.
- •Corporate Philanthropy
- •Reading 13.2.
- •Read the text “Use of Boycotts” and answer these questions.
- •Use of Boycotts
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “work of a public relations practitioner in a corporation” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •14. Урок 14 (Unit 14) Politics and Government
- •1. Starting up
- •2. Listening
- •Listening 14.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about what government relations is. Answer these questions.
- •Complete the extract of what Bob says about the government relations.
- •Listening 14.2.
- •Listen to Bob Richardson, who goes on to talk about lobbying. Answer these questions.
- •Complete the extract of what Bob says about lobbying.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 14.1.
- •Read the text “Fund-Raising by Candidates” and answer these questions.
- •Fund-Raising by Candidates
- •Reading 14.2.
- •Read the text “Public Relations and Campaigning” and answer these questions.
- •Public Relations and Campaigning
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the work of a public relations practitioner in the sphere of politics” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •15. Урок 15 (Unit 1) International Public Relations?
- •1. Starting up
- •2. Listening
- •Listening 15.1.
- •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.
- •Complete the abstract of what Professor Bowles says about the influence of culture on the choice of strategies for an international PR campaign.
- •Listening 15. 2.
- •Listen to the second part of the interview with Carl Bowles, a professor of PR, where he talks about international public relations. Answer these questions.
- •Complete the abstract of what Professor Bowles says about the use of communication channels for an international PR campaign.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 15.1.
- •Match the halves of the sentences.
- •Read the text and match these headings with the paragraphs.
- •Answer the following questions:
- •Find the word or phrase in the text which means the same as:
- •Reading 15.2.
- •Read the press release issued by the Dubai Department of Tourism and Commerce Marketing about the campaign to promote international tourism in Dubai.
- •“Dubai Heart” Campaign Unveiled
- •Answer the questions:
- •Match the words (1-5) with the definitions (a-e).
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Give a written summary of the topic “international public relations and the factors that should be taken into account while developing an international PR campaign” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •16. Урок 16 (Unit 16) Public Relations for Nonprofit organizations.
- •1. Starting up
- •2. Listening
- •Listening 16.1.
- •Match the halves of the following expressions.
- •Listen to the first part of an interview with Derek Avery, a PR-specialist at Public Relations Society of America, who talks about developing a PR campaign for a nonprofit organization. Answer these questions.
- •Listening 16.2.
- •Listen to the second part of an interview with Derek Avery, a PR-specialist at Public Relations Society of America, who continues to talk about developing a PR campaign for a nonprofit organization. Answer these questions.
- •Complete the extract of what Derek says about the recruitment of volunteers.
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 16.1.
- •Public Relations input into fund-raising for Nonprofit Organizations
- •Say whether the statement is true or false:
- •Find the word or phrase in the text which means the same as:
- •Reading 16.2.
- •Read the text about a public awareness campaign that was held by a PR consultancy in New Zealand.
- •Child Cancer Foundation - Ami Fun Drive
- •Answer the questions:
- •Match the words (1-7) with the definitions (a-g).
- •4. Vocabulary
- •Complete the sentences with the words from Reading 16.1., Listening and Reading 16.2.:
- •5. Summary
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •1. Starting up
- •2. Listening
- •Listening 17.1.
- •Listen to the interview with Professor Bowles, a professor of PR, about the psychological explanations of the public's interest in celebrities. Answer the following question:
- •Listening 17.2.
- •Listen to another interview with Professor Bowles, where he talks about the responsibilities that a PR practitioner carries when handling publicity for an individual. Say whether the statement is true or false:
- •Listen again and complete the extract of the interview.
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 17.1.
- •Before you read answer the following questions:
- •Read the text and match these headings with the paragraphs:
- •Conducting a personality campaign
- •Choose the best alternative that best completes the statement or answers the question:
- •Match the words (1-10) with the definitions (a-j).
- •Reading 17.2.
- •Read the text and answer the questions that follow:
- •Travel promotion
- •Choose the one alternative that best completes the statement or answers the question.
- •Find the word or phrase in the text which means the same as:
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “public relations in entertainment and travel” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •18. Урок 18 (Unit 18) The Internet and Other New Technologies
- •1. Starting up
- •Comment on the statement:
- •2. Listening
- •Listening 18.1.
- •Listen to the interview with Bob Richardson, a PR professional, about the advantages of using the Internet and satellite technology. Say whether the statement is true or false:
- •Now listen again and complete the extracts from the interview.
- •Listening 18.2.
- •Listen to the second part of the interview with Bob Richardson. Answer the questions:
- •Listen again and complete the extract of the interview:
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 18.1.
- •Before you read answer the following question:
- •The Internet and Public Relations
- •Say whether the statement is true or false:
- •Match the words (1-6) with the definitions (a-f).
- •Reading 18.2.
- •Read the text. Then complete the table that follows it:
- •Public Relations in the Face of Web 2.0
- •Answer the questions:
- •Match words from each column to make word combinations. Then check your answers in the text.
- •Find the word or phrase in the text which means the same as:
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “the role of the internet and other technologies in public relations activities” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •19. Урок 19 (Unit 19) Written Tactics
- •1. Starting up
- •2. Listening
- •Listening 19.1.
- •Listen to the interview with Bob Richardson, a PR professional, about the newsletter. Say whether the statement is true or false. Correct the false statement:
- •Now listen again and complete the extract from the interview.
- •Notes
- •Tips on Writing Effective Newsletter Articles
- •Listening 19.2.
- •Listen to another interview with Bob Richardson, a PR professional, about company magazines. Answer the questions:
- •Listen again and complete the extracts from the interview.
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 19.1.
- •Read the text.
- •The News Release
- •Say whether the statement is true or false. Correct the statement if it is false:
- •Match words from each column to make word combinations. Then check your answers in the text.
- •Find the word or phrase in the text which means the same as:
- •Reading 19.2.
- •Read the text:
- •Written Tools of Public Relations
- •Say whether the statement is true or false. Correct the statement if it is false:
- •Match the words (1-12) with the definitions (a-l).
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “written tactics of public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •1. Starting up
- •Discuss the following questions:
- •2. Listening
- •Listening 20.1.
- •Listen to the speech by Bill Clinton and answer the following questions:
- •Listen to the speech again and in the speech evaluation form put a tick next to the criteria that the speech meets:
- •3. Reading
- •Reading 20.1.
- •Before you read discuss the following questions:
- •Read the text and check your answers:
- •Speech Writing
- •Choose the best alternative that best completes the statement or answers the question:
- •Find the word or phrase in the text which means the same as:
- •Reading 20.2.
- •Read the text and answer the questions that follow:
- •Special types of speaking opportunities
- •Answer the questions:
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “the spoken tactics of public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •21. Урок 21 (Unit 21) Visual Tactics
- •1. Starting up
- •Discuss the following questions:
- •2. Listening
- •Listening 21.1.
- •Listen to the interview with Derek Avery, a PR professional, about how motion pictures can be used for PR purposes. Answer the following questions:
- •Now listen again and complete the extract from the interview.
- •Listening 21.2.
- •Listen to the second part of the interview with Bob Richardson. Say whether the statement is true or false. Correct the false statement:
- •Listen again and complete the extracts of the interview:
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 21.1.
- •Before you read answer the following question:
- •Read the text and check your answers:
- •Personal Appearance on Television
- •Say whether the statement is true or false:
- •Match the words (1-5) with the definitions (a-e).
- •Reading 21.2.
- •Read the text:
- •Still Images
- •Answer the following questions:
- •Find the word or phrase in the text which means the same as:
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “visual tactics of public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •4. Расшифровка аудиозаписей (Audio Scripts)
- •1. What is Public Relations?
- •5. Public Relations Departments and Firms
- •18. The Internet and Other New Technologies
- •5. Глоссарий (Glossary)
to circulate information |
f. information that has value |
3. Reading |
|
Reading 15.1. |
|
Match the halves of the sentences. |
|
1. |
The government seeks to establish |
a) more profits than in 2005. |
2. |
It is important for a multinational corporation |
b) in global terms. |
|
to foster |
|
3. |
PR practitioners may have to counter |
c) mutually beneficial relations with |
|
|
the authorities of a neighboring country. |
4. |
Nowadays for a company to be successful |
d) a uniform approach to customer |
|
it is necessary to think and act |
relations. |
5. |
Lowering of trade |
e) unfavorable public attitudes. |
6. |
This year the company has generated |
f) barriers allowed a lot of companies |
|
|
to go global. |
Read the text and match these headings with the paragraphs.
The new age of global marketing Opportunities in international work
International Public Relations
What is international public relations? Language and cultural differences
1______________________________________________
International public relations may be defined as the planned and organized effort of a company, institution, or government to establish mutually beneficial relations with the publics of other nations. These publics, in turn, may be defined as the various groups of people who are affected by, or who can affect, the operations of a particular firm, institution, or government.
International public relations may also be viewed from the standpoint of its practice in individual countries. Although public relations is commonly regarded as a concept developed in the United States at the beginning of the twentieth century, some of its elements, such as countering unfavorable public attitudes by means of disclosure of operations through publicity and annual reports, were practiced by railroad companies and at least one share-holding corporation in Germany as far back as the mid-nineteenth century, to mention only one such country.
2______________________________________________
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For decades, hundreds of corporations based in the United States have been engaged in international business operations including marketing, advertising, and public relations. These activities swelled to unprecedented proportions during 1990s, largely because of new communications technologies, development of 24-hour financial markets almost worldwide, the lowering of trade barriers, growth of sophisticated foreign competition in traditionally “American” markets, and shrinking cultural differences bringing the “global village” ever closer to reality.
Today almost one third of all U.S. corporate profits are generated through international business. In the case of Coca-Cola, probably the best-known brand name in the world, international sales account for 80 percent of the company’s operating profit.
At the same time, overseas investors are moving into American industry. It is not uncommon for 15 to 20 percent of a U.S. company’s stock to be held abroad. The United Kingdom, for example, has a direct foreign investment in the United States exceeding $230 billion, followed by Japan, Germany, the Netherlands, and France with nearly half that sum each, according to the U.S. Department of Commerce.
Public relations is an essential ingredient in the global megamarketing mix being created. The 15 largest public relations organizations now generate more than 40 percent of their fees outside the United States. Giant companies such as Burson-Marsteller, Hill and Knowlton, and Shandwick earn about half of their fees abroad. Because of fax machines, e-mail, online services, and Internet, boutique firms are challenging the big agencies for international business.
3______________________________________________
Companies operating in foreign countries are all confronted with essentially the same public relations challenges, which, however, can be aggravated by the following conditions:
•Differences in languages and the multiplicity of languages in some cultures
•Longer chains of command, stretching back to the home country
•Evident and subtle differences in customs
•The varying levels of development of the media and public relations
•Antipathy expressed toward “multinationals”, a pejorative word in many countries
•A dislike grounded in such factors as national pride, past relationships, envy, and apprehension concerning foreign cultural, economic, political, and military influence.
Differences in language, laws, and cultures among countries pose serious problems. There is also a need for both managers and employees to learn to think and act in global terms as quickly as possible. Burston-Marsteller, with offices in many countries, has been spending more than $1 million a year on training tapes and traveling teams of trainers and seminars to foster a uniform approach to client projects.
4_________________________________________________
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Many transnational corporations, putting an increased emphasis on international customer relations, are hiring “corporate protocol” officers to be responsible for doing everything from booking hotels, planning banquets, and hiring limousines, to scheduling plant tours, arranging security, and selecting gifts for foreign officials and major customers. They even brief company executives on current events and advise on the correct protocol for greeting royalty.
(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 283-289)
Answer the following questions:
1.What is meant by international public relations?
2.What are some of the reasons for the growth of public relations in recent decades?
3.How does public relations fit into the new mix of global marketing operations?
4.What are some of the difficulties that a corporation is likely to encounter when it conducts business in another country? How can they be overcome?
5.What are the responsibilities of corporate protocol officers?
Find the word or phrase in the text which means the same as:
1.have effect on
………………………………………………………………
2.an eye opener
………………………………………………………………
3.promotion
………………………………………………………………
4.form a particular amount or part of something
………………………………………………………………
5.earnings before interest and tax
………………………………………………………………
6.investment made to acquire lasting interest in companies outside of the economy of the investor
………………………………………………………………
7.small agencies
………………………………………………………………
8.can be made worse
………………………………………………………………
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9.structure of decision-making responsibilities from the higher levels of authority to the lower levels
………………………………………………………………
10.a company or corporation operating in more than two countries
………………………………………………………………
Reading 15.2.
Read the press release issued by the Dubai Department of Tourism and Commerce Marketing about the campaign to promote international tourism in Dubai.
“Dubai Heart” Campaign Unveiled
The Dubai Department of Tourism and Commerce Marketing (DTCM) has launched a mega marketing campaign titled Dubai Heart. The campaign, targeting international tourists and residents of Dubai, was unveiled at a press conference held today (April 30, 2005).
The campaign will run through the upcoming Arabian Travel Market 2005 (ATM) where DTCM will participate with a 623 square metre stand. ATM, being held from May 3 to 6 at the Dubai World Trade Centre, is the leading travel industry event for the Middle East and Pan Arab region and is expected to attract thousands of international travel and hospitality trade professionals. The Department has planned several on-site promotions at ATM to coincide with the new campaign, to promote Dubai in international markets.
The campaign was introduced through a series of ‘teaser adverts’ at strategic outdoor venues throughout the emirate. The hoardings used Arabic calligraphy motifs to create a heart shape that spells Dubai.
Commenting on the launch of the campaign, DTCM Director Operations and Marketing, Mr. Mohammed Khamis bin Hareb said, “This campaign is the result of a well-researched and carefully thought-out strategy wherein our media team has worked from concept through objectives and mechanics to practical issues such as timing.”
“The heart means different things to different people and is symbolic of the courage and dynamism shown by our leaders in creating a trade and tourism destination unlike any other,” Mr. bin Hareb said.
“Dubai attracts visitors from around the world and is home to people from over 150 different nationalities who live and work in the emirate in perfect harmony. This campaign
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embodies the vibrancy of Dubai in all vividness and makes use of real people from all walks of life to present their compelling opinions,” Mr. bin Hareb added.
Justifying the rationale for using real people, Mr. bin Hareb said, “Our experience in promoting Dubai over the years has helped us devise this campaign and incorporate pragmatic elements into the brand communications to connect with the target audience.”
“Increasing media fragmentation, ease of changing channels, shortened attention span of consumers and the sheer volume of marketing messages means a lot of noise but very little opportunity for a message to reach its target audience,” he said.
“Consumers too have become more sophisticated so we have moved beyond traditional branding to enable the consumer to be immersed in the brand and have made use of real people living in Dubai as models to develop a stronger association,” Mr. bin Hareb stressed.
“This campaign provides essential attributes of consumer engagement that will enable us to stand out in a crowded market-place that is the tourism industry, where differentiation is the key to success,” said Mr. bin Hareb.
He added that the heart reflects Dubai’s character - strong, healthy and vibrant and always full of life. “Even when the whole body is fast asleep, the heart is at work diligently pumping and that is an expressive comment about Dubai,” Mr. bin Hareb noted. “It also represents the positive sentiment that visitors feel – of being welcome in a warm, hospitable city that is simply bustling with life,” he said.
The campaign features a Dubai logo, with an open D signifying an open-minded culture; the font itself denotes motion reflecting Dubai’s fast-paced growth and development, a city that is constantly moving forward; and a bold typeface, reflects the clear and bold impact that Dubai is making across the world.
The campaign will make an impact from today (May 1st) in newspapers, on the radio, television, on the DTCM website and on taxicabs, at the airport, at Visitor Information Bureaus throughout the city as well as leading hotels in the emirate simultaneously.
The Department has also organized radio promotions to give away ‘Dubai Heart’ merchandise including caps, T-shirts, pins and mugs. “The promotional items have been tastefully designed to give people a sense of pride while sporting them anywhere in the world.
“The print advertisements will feature local residents and expatriates talking about why they love Dubai. The campaign has a strong emotional appeal to allow people to easily identify what makes Dubai tick,” said Mr. Ahmed Al Tunaiji, DTCM Manager Media and Advertising.
“The campaign has been timed to coincide with the staging of ATM to target the large groups of delegates and visitors from key international markets. The DTCM stand will display ‘Dubai Heart’ branding prominently. The stand will also feature a wind tower dispensing Dubai
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