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- •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)
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.
Уловка; постепенно внедряться в национальный язык; скрывать или извращать факты; раскрывать информацию; принуждение; сообщать о появлении товаров; сделки, основанные на принципе «услуга за услугу»; продвигать товары на рынок; публиковать сообщения в СМИ; общественность; специалист; собирать и обобщать информацию; использовать общие методы; разделять аудитории на сегменты; создать сообщение, максимально соответствующее нуждам аудитории; целевая аудитория (два термина); принимая во внимание; завладеть вниманием; рассчитать время проведения кампании; ловкий ход; рекламное место (время).
Translate the following sentences from Russian into English using active vocabulary.
1.Один из авторов полагает, что термины «пиар» и «связи с общественностью» стали широко употребительными сокращениями выражения «тактика уловок и обмана».
2.Как случилось, что слово «спин» постепенно внедрилось в национальный язык и в настоящее время рассматривается многими как альтернативное значение термина «связи
собщественностью»?
3.«Спин» пытается превратить плохую историю в хорошую путём сокрытия и извращения негативных фактов.
4.Истинный «пиар» не имеет ничего общего с утаиванием правды, принуждением или попытками воспрепятствовать подлинному диалогу с общественностью – всем тем, что составляет арсенал «спина».
5.Многие люди, работающие в сфере «пиар» тратят значительное время на поддержку маркетинга, представление новых продуктов и услуг, сообщение о том, как они используются, а также продвижении отдельных видов маркетинговой стратегии.
6.Принимая во внимание всеобщую путаницу даже в области самих связей с общественностью, становится неудивительным, что остальной мир видит цель связей с общественностью в продвижении товаров и услуг для повышения продаж – совсем, как в маркетинге.
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7.Результатом маркетинговой деятельности являются сделки, основанные на принципе «услуга за услугу», которые соответствуют потребительскому спросу и достигают экономических целей организации.
8.Это контролируемый метод публикации сообщений в СМИ.
9.«Пиар» охватывает всех и вся, в то время как реклама ограничивается выполнением таких узко специальных задач по продаже и покупке, как продвижение товаров на рынок, закупка предметов снабжения или наём на работу.
10.«Пиар» охватывает широкий круг отношений со многими ключевыми аудиториями: сотрудниками организации, инвесторами, соседями, группами по интересам, правительствами и многими другими.
11.В конечном итоге многие репортёры меняют работу и становятся специалистами по связям с общественностью.
12.И те и другие, выполняя свою работу, во многом действуют одинаково: проводят интервью, собирают и обобщают огромное количество информации, пишут в журналистском стиле и успевают представить качественно сделанный экземпляр в положенный срок.
13.Тем не менее, несмотря на использование одних и тех же методов, обе сферы принципиально различны по масштабу деятельности, задачам, целевым аудиториям и каналам информации.
14.«Пиар»-профессионал внимательно разделяет ключевые аудитории на сегменты,
исходя из разнообразных демографических и психологических показателей.
15.Подобное исследование позволяет создать сообщение, максимально соответствующее нуждам целевой аудитории, её заботам и интересам.
16.Когда гигант индустрии компьютерных развлечений Sega выпустил игровую приставку Mega CD для своей целевой аудитории – циничных, знающих всё наперёд подростков и уставших от жизни журналистов, специализирующихся в описании компьютерных игр, – он знал – необходимо сделать что-то неожиданное, чтобы завладеть всеобщим
вниманием.
17.Затем последовал самый ловкий ход в кампании.
18.Время проведения «пиар»-кампании было рассчитано таким образом, что пресс-
релизы были разосланы одновременно во все СМИ, в которых потребители могли получить информацию о продукте, была даже создана горячая телефонная линия для тех, кто хотел узнать больше.
19.Рекламное время на телевидении использовалось так: реклама начиналась с тех же самых зрительных образов и той же самой тематики, которые были известны по
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