- •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)
developing the public image of an individual?
P.B.: A publicist should generate good news, but it is also important to protect the client from bad publicity. When the client appears in a bad light because of misbehavior or an irresponsible public statement, the PR practitioner must try to minimize the harm done to the client's public image. Here the objective is damage control.
For example, politicians who say something controversial in public, then wish later that they hadn't, sometimes try to back out of this predicament by claiming that they were misquoted. This is a foolish defense unless the politician can prove that he or she was indeed quoted incorrectly. Reporters resent accusations of inaccuracy and may hold a grudge against the accuser. If the accused reporter has the politician's statement on tape, the politician appears even worse. A better defense is for the politician to explain what he or she intended to say and to express regret for the slip of the tongue.
A similar approach is recommended for Hollywood celebrities who are caught in scandalous acts or unfounded rumor mills. It's best to respond immediately so that the momentum of subsequent stories is minimized. A brief, honest statement of regret for bad behavior or denial of rumors works well. Television's mass audience enjoys celebrity news. A short statement that makes a perfect 20-second sound bite will fit in a brief story and can be shown on TV. Then the celebrity needs to disappear from sight and take care of personal matters.
I.: What should a PR practitioner do in case of client's misconduct?
P.B.: That's a very tough situation to be in, and any PR practitioner who handles publicity for an individual could have to face it sooner or later. So it's important to know how to act when this happens. This is a real test that strains a practitioner's ingenuity and at times his or her ethical principles. Some practitioners will lie outright to protect a client. This is a dishonest practice that looks even worse if the media show the statement to be a lie.
It could be safer to issue a prepared statement to explain the client's conduct than to have the client call a news conference, even though this is something that reporters and their editors won't be satisfied with. But if a client is a victim of circumstances, he or she will be best served by talking fully and openly. The decision about holding a news conference also is influenced by how articulate and self-controlled the client is. Under questioning, a person may say something that could make the problem even worse.
I.: Thank you, Professor Bowles.
18. The Internet and Other New Technologies
18.1 (I. = Interviewer, B.R. = Bob Richardson)
I.: The internet and satellite technology could be powerful PR tools. How can they be used
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most efficiently?
B.R.: One of the ways to use internet to your advantage is to send news releases electronically to large newspapers and other major news media offices. This can be more convenient than news releases sent by regular mail, because these releases are then fed into computers in the receiving newsrooms and can be examined by editors on video display terminals.
I.: What's the difference between news release delivery firms and traditional news services such as Associated Press?
B.R.: If newspapers, radio, and television stations want to receive reports from the news services, they have to pay large fees, because the news services maintain staffs of editors and reporters to gather, analyze, select, and write the news in a neutral style. On the other hand, the news release delivery companies are paid by creators of news releases to distribute those releases to the media, which pay nothing to receive them. Their task is to transmit the information, not to select it. But they do enforce editing standards and occasionally reject releases as unsuitable.
One of the largest news release companies is Business Wire. Using electronic circuits and satellite communications, the company can simultaneously reach more than 1,600 media points in the United States and Canada and more than 500 in Europe, Latin America, East Asia, and Australia.
Another large news release delivery company, PR Newswire, was the first to distribute its releases by satellite. PR Newswire's computers distribute releases and official statements from more than 7,500 organizations directly into the newsroom of the media.
So electronically delivered news releases have an advantage over the conventional ones. Releases transmitted by satellite tend to receive closer, faster attention from media editors than those arriving by mail.
I.: The internet has also made it possible to send video and audio news releases.
B.R.: Yes, you are right. Companies produce and distribute hundreds of video news releases for clients. The picture-and-voice releases are sent primarily to cable television networks, local cable systems, and local television stations. But only a few of the most newsworthy, technically superior VNRs can receive airtime. Successful VNRs usually feature video footage that would be difficult for a station to obtain.
There are also audio news releases or ANRs. These are sponsored prepackaged news provided to radio stations. ANRs may be simply the audio component of a video news release or can be tailor made. Then radio stations make editorial decisions on the use of the content. Some companies that produce and distribute ANRs can even guarantee their placement through direct purchase of media time.
18.2.(I. = Interviewer, B.R. = Bob Richardson)
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I.: What are some other ways that internet and satellite technology can be used for PR purposes?
B.R.: I think the most spectacular use of satellite transmission for public relations purposes is teleconferencing, also called videoconferencing. Through it, groups of conferees separated by thousands of miles can interact at the same time.
A traditional conference consists of a group of professionals assembled at a central location for discussion, exchange of information, and inspiration. Participants often come from distant points. Their travel costs and hotel bills are often high, they have to spend time making flight reservations and connections, and they may be away from their offices for days.
Satellite-related television has changed the concept radically. Now the conferees can remain at their home offices, or gather in groups in nearby cities and hold their conferences by television. Travel time and cost are reduced or eliminated.
Webconferencing is a less expensive alternative to videoconferencing, and is used more and more today. Cameras and microphones mounted on the computer monitors of two or more users enable them to have a virtual meeting conducted via Web. Text, audio and video may be used to communicate in real time. Features such as whiteboarding and shared applications can make the conference truly collaborative.
When the conference is essentially one-way, for example one person conducting a presentation for a large audience, it is often referred to as "Webcasting." Webcasts can be recorded and streamed over the Internet, or archived for viewing at a later time.
I.: There is also another feature of satellite technology that is very popular now - satellite media tours. How can this be used by PR practitioners?
B.R.: A satellite media tour is a very good alternative to traditional promotional tours when a personality travels around the country to promote a product, which is both time-consuming and expensive. Instead a public figure is stationed in a television studio, and TV reporters interview him or her by satellite from their home studios. Two-way television is used, permitting a visual dialogue. This can be used successfully in PR campaigns, because corporations can employ satellite media tours to promote their products and services, using a well-known performer or other “big name” figure as spokesperson.
I.: Thank you, Bob.
19. Written Tactics
19.1. (I. = Interviewer, B. R. = Bob Richardson)
I.: What is a newsletter and why are they used by companies?
B. R.: Sending newsletters is a good way to deliver information to a target audience at regular intervals. Newsletter means news that is transmitted in the chatty, brisk style of a letter.
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Newsletters are used by corporations to communicate with employees and stockholders, by nonprofit agencies and associations to reach members and friends, and by sales organizations to deliver information to representatives in the field.
I.: What does a typical newsletter look like?
B. R.: A typical newsletter is a four-page folder of 81/2-by-11 inch pages. It is often set in computer type rather than regular printer’s fonts. This style projects an air of informality and urgency. It is important to leave a lot of white space to make it easier to read.
The newsletter can be double folded into a business envelope, or it can be a self-mailer. This means that when it is folded, it has space on an outside surface for the address and stamp. Envelope mailing has greater impact, but the self-mailer is more economical. The choice is a question of budget.
I.: How are newsletters for internal use different from those aimed at outside audiences? B. R.: Newsletters for internal audiences typically report to employees on trends in their
field of work, forthcoming events, personnel changes, policy announcements, news from field offices, introduction of new products, outstanding achievements by employees, results of surveys, and news publications. The goal is to make employees feel that they are informed about company affairs.
A newsletter targeted at an outside audience or members of organization may contain items about new policies that could affect the organization or field of interest, announcements of new programs and policies or brief human interest stories about personnel or recipients of organization services – whatever news the editor believes is of interest to readers. On complicated stories, the newsletter should give the basic facts and indicate where readers can write or telephone for additional details.
I.: What should the writing style of a newsletter be like?
B. R.: Punchiness is essential for a successful newsletter. Sentences should be short and direct. The tone of writing is authoritative and clear. Another secret of the successful newsletter is to cover several topics that will appeal to a variety of readers. So it’s better to avoid single-topic editions.
I.: Thank you, Bob.
19.2. (I. = Interviewer, B. R. = Bob Richardson)
I.: It is a general practice to publish company magazines. What role do they play?
B.R.: Company magazines are among the most effective channels of continuing communication that a company can use. They are produced by PR departments or their counseling firms and are distributed free to carefully selected audiences. They can be designed to be read by employees, stockholders, customers, or combinations of these audiences. Like any publication
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issued at regular intervals, the company magazine or newspaper creates a sense of anticipation of its arrival. This helps to strengthen the ties between management and the groups it seeks to inform and influence.
I.: How can company magazines influence the management-employees relations?
B. R.: Company periodicals help substantially in the development of the four elements that are important to maintain good work environment: employee recognition, communication, a sense of belonging, and emotional security. When all of these elements function well, productivity tends to rise. Workers who believe that their jobs are secure and that their personal worth is recognized will contribute more.
Company magazines communicate information and decisions from management to employees. They increase the workers' feeling that they know what's going on in the company and why. Management can use the periodicals to influence the attitudes of employees. Company magazines can also serve as channels of communication from employees to management through letters to the editor, question-and-answer features, and similar means.
I.: Is there any standard format for the company magazine?
B.R.: Not really. The format depends on the budget and the audiences it is targeted at. Company publications vary in size, use of color, graphics, photos, and frequency of publication. For example, major corporations sometimes produce sleek, sophisticated-looking magazines and colorful newspaper-style publications that are in the forefront of contemporary design. However, some companies have found that their blue-collar employees get more satisfaction from a periodical that is simple in design and presentation than from an elaborate, multicolored magazine that might be intended for stockholders or investment advisers.
I.: Thank you, Bob.
20. Spoken Tactics
A speech by Bill Clinton delivered on September 11, 1998
Thank you very much, ladies and gentlemen. Welcome to the White House and to this day to which Hillary and the vice president and I look forward so much every year.
This is always an important day for our country, for the reasons that the vice president said. It is an unusual and, I think, unusually important day today. I may not be quite as easy with my words today as I have been in years past, and I was up rather late last night thinking about and praying about what I ought to say today. And rather unusual for me, I actually tried to write it down. So if you will forgive me, I will do my best to say what it is I want to say to you - and I may have to take my glasses out to read my own writing.
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First, I want to say to all of you that, as you might imagine, I have been on quite a journey these last few weeks to get to the end of this, to the rock bottom truth of where I am and where we all are.
I agree with those who have said that in my first statement after I testified I was not contrite enough. I don't think there is a fancy way to say that I have sinned.
It is important to me that everybody who has been hurt knows that the sorrow I feel is genuine: first and most important, my family; also my friends, my staff, my Cabinet, Monica Lewinsky and her family, and the American people. I have asked all for their forgiveness.
But I believe that to be forgiven, more than sorrow is required - at least two more things. First, genuine repentance - a determination to change and to repair breaches of my own making. I have repented. Second, what my bible calls a ''broken spirit''; an understanding that I must have God's help to be the person that I want to be; a willingness to give the very forgiveness I seek; a renunciation of the pride and the anger which cloud judgment, lead people to excuse and compare and to blame and complain.
Now, what does all this mean for me and for us? First, I will instruct my lawyers to mount a vigorous defense, using all available appropriate arguments. But legal language must not obscure the fact that I have done wrong. Second, I will continue on the path of repentance, seeking pastoral support and that of other caring people so that they can hold me accountable for my own commitment.
Third, I will intensify my efforts to lead our country and the world toward peace and freedom, prosperity and harmony, in the hope that with a broken spirit and a still strong heart I can be used for greater good, for we have many blessings and many challenges and so much work to do.
In this, I ask for your prayers and for your help in healing our nation. And though I cannot move beyond or forget this - indeed, I must always keep it as a caution light in my life - it is very important that our nation move forward.
I am very grateful for the many, many people - clergy and ordinary citizens alike - who have written me with wise counsel. I am profoundly grateful for the support of so many Americans who somehow through it all seem to still know that I care about them a great deal, that I care about their problems and their dreams. I am grateful for those who have stood by me and who say that in this case and many others, the bounds of privacy have been excessively and unwisely invaded. That may be. Nevertheless, in this case, it may be a blessing, because I still sinned. And if my repentance is genuine and sustained, and if I can maintain both a broken spirit and a strong heart, then good can come of this for our country as well as for me and my family. (Applause)
The children of this country can learn in a profound way that integrity is important and selfishness is wrong, but God can change us and make us strong at the broken places. I want to
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embody those lessons for the children of this country - for that little boy in Florida who came up to me and said that he wanted to grow up and be President and to be just like me. I want the parents of all the children in America to be able to say that to their children.
A couple of days ago when I was in Florida a Jewish friend of mine gave me this liturgy book called ''Gates of Repentance.'' And there was this incredible passage from the Yom Kippur liturgy. I would like to read it to you: ''Now is the time for turning. The leaves are beginning to turn from green to red to orange. The birds are beginning to turn and are heading once more toward the south. The animals are beginning to turn to storing their food for the winter. For leaves, birds and animals, turning comes instinctively. But for us, turning does not come so easily. It takes an act of will for us to make a turn. It means breaking old habits. It means admitting that we have been wrong, and this is never easy. It means losing face. It means starting all over again. And this is always painful. It means saying I am sorry. It means recognizing that we have the ability to change. These things are terribly hard to do. But unless we turn, we will be trapped forever in yesterday's ways. Lord help us to turn, from callousness to sensitivity, from hostility to love, from pettiness to purpose, from envy to contentment, from carelessness to discipline, from fear to faith. Turn us around, O Lord, and bring us back toward you. Revive our lives as at the beginning, and turn us toward each other, Lord, for in isolation there is no life.''
I thank my friend for that. I thank you for being here. I ask you to share my prayer that God will search me and know my heart, try me and know my anxious thoughts, see if there is any hurtfulness in me, and lead me toward the life everlasting. I ask that God give me a clean heart, let me walk by faith and not sight.
I ask once again to be able to love my neighbor - all my neighbors - as myself, to be an instrument of God's peace; to let the words of my mouth and the meditations of my heart and, in the end, the work of my hands, be pleasing. This is what I wanted to say to you today.
Thank you. God bless you.
21.Visual Tactics
21.1.(I. = Interviewer, D. A. = Derek Avery)
I.: How can motion pictures be used for PR causes?
D. A.: Feature films can be used very efficiently for promoting your client's product. Publicity projects may be incorporated into Hollywood entertainment films which are often seen by millions of viewers. Public relations specialists arrange mentions of their clients' products or causes in movies, which is negotiated with the film's producer, who receives payment in money or services. This practice is often called product placement or “product plugola.” For example, a character in a film when ordering a drink will say that he or she wants a certain brand of beer rather
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than just a beer.
I.: What are some other ways to increase customers' awareness of a product through films? D. A.: Sponsored films have a major role in public relations work too. They can inform audiences about a topic of educational interest, create understanding of a company or organization's activities, and generate goodwill and name recognition among important audiences. They are shown to a huge audience and often without charge. The makers of these films, and sometimes the
organizations showing them, bear the cost in order to further their purposes directly and indirectly. I.: How long should a sponsored film be?
D. A.: The length of sponsored films and videos varies greatly. A survey shows a strong audience preference for films 21 to 30 minutes in length. But there are exceptions. Sometimes a 4- minute video can be very efficient, or a 40-minute film is necessary.
I.: Thank you, Derek.
21.2. (I. = Interviewer, D. A. = Derek Avery)
I.: Could you speak about another important visual device that is important in PR practice - corporate design?
D.A.: Certainly. Companies and nonprofit organization nowadays know how important it is to have a unified visual image. Creation of a simple, powerful logotype for use on all printed matter and signs suggests quality and strength. Companies add so many subsidiaries that the original names of parent firms become inadequate. So these corporations adopt generalized names, usually one or two words. For example, United States Steel Corporation changed its name to USX Corporation.
I.: How is a new logo developed?
D.A.: Corporate redesign usually involves coordinated effort by the public relations and marketing departments. First, management must define the objectives. Should the graphic style be ultramodern, formal and conservative, or perhaps old-fashioned to refer to the long history of the company? A counseling firm and graphics specialist are usually brought into the discussion. All existing printed materials and signs should be considered to establish the areas where the new design will be used. In a corporation with numerous divisions, the logotype may be color-coded - a different color for each division, with identification of the division in type below.
In general, a large corporation should have a graphics standards manual, which helps it to enforce its unified designs throughout all its operations. A consistent use of paper color and texture, print style and size, and standard specifications for ink colors offers a subtle but constant identity for an organization.
I.: Should the company change its logo when it's entering the international market?
D.A.: Sometimes it is necessary because of language complications and cultural
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differences. So companies should choose logos that are easily identified around the world. For example, the Fuji Bank of Japan replaced its symbol using Japanese letters with a simple design consisting of a drawing of Mount Fujiama and the words Fuji Bank.
I.: Thank you, Derek.
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