- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •3) Translate the following sentences into Russian:
- •1) Find the words in the text which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Agree or disagree:
- •11) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •8) Answer the following questions:
- •9) Can you explain the following:
- •10) Translate the list of general guidelines in writing. Do you agree or disagree with the list?
- •11) Develop two or three items of the general guidelines which you find the most important.
- •1) Find the English equivalents in the text. Make up sentences of your own with them:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following expressions into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which are opposite in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Insert prepositions (to; for; on; at):
- •9) Explain the grammatical structure of the following sentence:
- •10) Answer the following questions:
- •11) Can you explain the following:
- •12) Sum up the main idea of the text. Write down only one sentence.
- •13) Render the following in English:
- •6) Can you explain the following:
- •7) Speak on one of the six elements which a pitch letter should have and which you find the most important
- •8) Answer the following questions:
- •9) Write down the questions for these answers:
- •10) Analyse the sample of a media advisory, describe all its parts. Is it made out along the guidelines given in sector "Media Advisories"?
- •9) Write down the questions for these answers:
- •10) Can you explain the following:
- •11) Sum up what the texts say about:
- •Individual Interviews
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Use the expressions in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words which have the opposite meaning:
- •10) Translate in writing four paragraphs describing the tips which would help you prepare for an interview.
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Agree or disagree:
- •14) Write down the main stages of the preparation for an individual interview.
- •9) Write down 6 questions to the text beginning with:
- •10) Write down one sentence summarizing the text.
- •11) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •9) Can you explain the following:
- •10) Render the following item in English:
- •Invitations
- •8) Explain the grammatical structure of the sentence:
- •9) Answer the following questions:
- •11) Develop the following statements:
- •12) Write down one sentence summarizing the text.
- •13) Translate the following text in written form:
- •14) Render the following item in English:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •9) Paraphrase the following sentences:
- •10) Answer the following questions:
- •11) Agree or disagree with the following statements:
- •12) Sum up what the Unit says about:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •11) Can you explain the following statements?
- •12) Translate the following item into Russian:
- •1) Find in the text the words which describe or mean the following:
- •2) Match the words. Write down your own sentences with these expressions:
- •3) Translate the following sentences from the text into Russian. Give synonyms to the underlined words:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Answer the following questions:
- •8) Can you explain the following?
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in your own sentences:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Use them in the sentences of your own:
- •4) Translate the following sentences:
- •6) Match the words having the opposite meaning:
- •10) Answer the following questions:
- •11) Can you explain the following statements?
- •12) Agree or disagree:
- •13) Translate the following item into Russian:
- •1) Find the English equivalents in the text:
- •2) Find in the text the words which describe or mean the following:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Write down 6 questions covering the contents of the text.
- •9) Can you explain the following statements?
- •10) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words, some of them can be used more than once:
- •10) Answer the following questions:
- •11) Explain the following:
- •12) Sum up the contents of the text in one or two sentences.
- •13) Render the following item in English:
- •1) Find the English equivalents in the text:
- •2) Find the terms in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian and use them in sentences of your own:
- •4) Match the words having the opposite meaning:
- •5) Make up sentences with the following word-combinations and translate them:
- •7) Complete the following sentences from the text and translate them into Russian:
- •9) Answer the following questions:
- •10) Sum up the text in one sentence.
- •11) Render the following item in English:
- •Vocabulary:
- •1) Find the English equivalents in the text:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •8) Complete the following sentences from the text and translate them into Russian:
- •9) Make up questions for these answers:
- •К основным принципам рекламы можно отнести:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following word-combinations into Russian and use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in the meaning:
- •6) Match the words having the opposite meaning:
- •7) Make up 5 questions to the text, beginning with:
- •8) Give the main idea of the text in one sentence.
- •9) Render the following item in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words into Russian and use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •Unit 10 types of public relations advertising
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Image-building
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •Investor and Financial Relations
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •5) Match the words having the opposite meaning:
- •8) Write questions to the following sentences from the text:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Develop in writing the following statement in no more than 50 words.
- •9) Give the main idea of the text in one sentence.
- •10) Read the advertisement and translate it into Russian using the dictionary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •7) Complete the following sentences from the text and translate them into Russian:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Match the words having the opposite meaning:
- •9) Write questions to the following answers:
- •10) Explain the following:
- •11) Sum up the text. Write down one sentence.
- •12) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Match the words which are close in the meaning:
- •6) Match the words. Give as many variants as possible. Use them in sentences of your own:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •8) Explain the grammatical structure of the sentences:
- •9) Write questions to the following answers:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words. Use them in sentences of your own:
- •5) Match the words which are close in their meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •10) Answer the following questions:
- •12) Render the following text in English:
- •Chapter III speakers and speeches
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the texts which describe or mean the following:
- •10) Write questions to the following answers:
- •Informing Speakers
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •1) Find in the text the English equivalents. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Match the words. Think of your own sentences with them:
- •4) Translate the following sentences into Russian:
- •12) Can you explain the following:
- •13) Write down one sentence summing up the contents of the text.
- •14) Render the following text in English:
- •Speaker's Bureau Reaches a Diverse Audience
- •15) Render the following text in English:
- •Interview Tips
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •10) Answer the questions:
- •11) Can you explain the following:
- •12) Say which tips given in the text are more important than the others and why? Arrange them in order of your preference.
- •13) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Give the Russian equivalents of the following word-combinations:
- •3) Find the words in the text which describe or mean the following:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words which have the opposite meaning:
- •9) Make up the plan of the text in the form of questions.
- •10) Write down 3 sentences showing the main idea of the text.
- •11) Render the following text in English:
- •Unit 13 the nature of a speech
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that would describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •8) Answer the following questions:
- •9) Can you explain the following?
- •10) Agree or disagree:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which describe or mean the following:
- •3) Translate the following words into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Paraphrase the italicized words:
- •9) Translate the following into Russian. Make up 4 sentences of your own according to the models:
- •Vocabulary:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find in the text the words which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •8) Can you explain the following:
- •9) Develop the following points:
- •10) Translate the following text into Russian:
- •Unit 14 semispeeches
- •10) Write questions to the following answers:
- •11) Answer the following questions:
- •12) Write down the translation of the last paragraph of the text.
- •13) Render the following text in English:
- •Interviews at the Organization
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following expressions into Russian: use them in sentences of your own:
- •4) Match the words. Use them in sentences of your own:
- •5) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •9) Paraphrase or explain the underlined words:
- •10) Explain the grammatical structure of the sentence. Write down 3 sentences of your own with the same structure:
- •13) Write down a few questions covering the contents of the text. Start them with:
- •14) Write down one sentence expressing the main idea of the text.
- •15) Render the following text in English:
- •Interviews at the Media
- •1) Find the English equivalents in the text and use them in sentences of your own:
- •2) Find the words in the text which would describe or mean the following:
- •9) Can you explain the following?
- •10) Among the tips how to answer news media questions find 5 which you think the most important and 5 which can be considered the least significant. Prove your opinion. Start with:
- •11) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Write these words with correct negative prefixes (im; un; in):
- •9) Answer the following questions:
- •10) Do you agree with the recommendations concerning publicity? Can you give any other ideas of your own?
- •Speechwriting
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which mean or describe the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following words and word-combinations into Russian. Use them in sentences of your own:
- •4) Translate the following sentences into Russian:
- •6) Match the words which are close in their meaning:
- •7) Match the words having the opposite meaning:
- •8) Paraphrase the underlined words and expressions:
- •9) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •11) Write down 5 questions covering the contents of the text.
- •12) Can you explain the following:
- •13) Translate the following into Russian:
- •14) Express your opinion of the above given advice.
- •15) Render the following text in English:
- •5) Match the words which are close in their meaning:
- •6) Match the words having the opposite meaning:
- •8) Explain the grammatical structure of the sentences. Use it in sentences of your own:
- •11) Answer the following questions:
- •12) Can you explain the following?
- •13) Write down 3 sentences summarizing the contents of the text.
- •14) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text that describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammatical structure of the sentence. Use it in sentences of your own:
- •8) Can you explain the following?
- •9) Translate the following item into Russian:
- •10) Render the following text in English:
- •1) Find the English equivalents in the text. Use them in sentences of your own:
- •2) Find the words in the text which describe or mean the following:
- •3) Translate the following sentences into Russian:
- •4) Match the words which are close in their meaning:
- •5) Match the words having the opposite meaning:
- •7) Explain the grammar structure of the sentences. Use it in sentences of your own:
- •9) Write questions to the following answers:
- •10) Speak on the following points. Try to illustrate them with your own examples:
- •11) Render the following text in English:
1) Find the English equivalents in the text. Make up sentences of your own with them:
ремонтные работы; двухлетний ребенок; созвать пресс-конференцию; полки магазинов; что-то необычное; группа активистов, выступающая в защиту окружающей среды; показать по телевидению; частое использование; обстоятельства; за одну ночь.
2) Find the words in the text which describe or mean the following:
1. not willing to answer questions directly -
2. a very bad or frightening experience - /
3. the sudden appearance or start of war, fighting, or serious disease -
4. to become smaller in amount, size, or value -
5. to trick a person or organization in order to get money from them -
6. a very bad or dangerous situation that might get worse, especially in politics or economics -
7. something that may be dangerous or cause accidents, problems etc. -
8. someone who helps and supports you in difficult situations -
3) Translate the following expressions into Russian. Use them in sentences of your own:
before a crisis hits –
miss opportunities –
keep in mind -
no matter what the circumstances are –
is featured on TV -
when something out of the ordinary occurs –
gets national exposure -
4) Translate the following sentences into Russian:
1. Police revealed that the telephone line had been tampered with.
2. The killings could put the whole peace process in jeopardy.
3. The hostages described their terrifying six-week ordeal.
4. He wanted to ensure success against his political adversaries.
5. Her husband was charged with her murder.
6. Profits have been shrinking over the last year.
7. Thousands of lives are at stake if a war is not avoided.
8. He was convicted of conspiracy to defraud the government.
9. Polluted water sources are a hazard to wild life.
10. The auto industry has many allies in Congress.
5) Match the words which are close in their meaning:
barely |
cooperative |
helpful |
elusive |
shrink |
cheat |
evasive |
hardly |
defraud |
diminish |
6) Match the words which are opposite in their meaning:
ally |
play down |
magnify |
expand |
evasive |
profusely , |
barely |
forthright |
shrink |
antagonist |
7) Complete the following sentences (survival; a lawsuit; fuels; hits; crises; charged):
1. Get to know the journalists in your area before a crisis _________
2. "No comment"___________hostility.
3. He files__________.
4. Economic ___________ is at stake.
5. These situations constitute major___________.
6. Sears is__________by consumer agencies.
8) Insert prepositions where necessary (in; on; to; with; at; across):
to get one's case_______
to keep_________mind
to be familiar________
to tamper____________
to be _________ jeopardy
to reach __________
to be___________stake
a drop____________
to depend_________
to affect__________
to manage__________
to lead ___________
9) Explain the grammatical structure of the sentence:
Johnson & Johnson saw the brand's market share shrink from 37 percent to barely 6 percent.
Make up two sentences of your own with the same structure.
10) Make up ten questions to the text.
11) Can you explain the following:
1. "No comment" fuels hostility.
2. During such times of crisis, the media can be adversaries or allies.
12) Agree or disagree:
A good working relationship with the media is severely tested in times of crisis.
13) Develop in writing the following statement. Use about 120 words.
Communication during a crisis requires cooperating with the media and promptly providing honest, factual information even if it is unflattering.
14) Render the following item in English:
Иногда внезапно происходят инциденты, которые никто не мог предусмотреть. Примером может служить случай с «Тайленолом», происшедший в США в 1982 году, когда кто-то добавил цианистый калий в это популярное средство от головной боли, что послужило причиной смерти нескольких человек. К недавним потрясениям относится возврат из торговли консервированного детского питания из-за преступного нарушения технологии. Другие примеры можно привести из области фармацевтической промышленности, где лекарства часто имеют опасные неожиданные побочные эффекты.
Большая часть нашей работы в качестве специалистов по паблик рилейшнз предсказуема и может заранее планироваться соответствующим образом. Связи с общественностью в кризисной ситуации - явление довольно редкое и большинство из нас с такими ситуациями вообще не встретится никогда, но если вы работаете в потенциально опасной области, где это может случиться, вам необходимо иметь план на случай такой опасности.
Приоритеты, которые следует включить в кризисный план, будут зависеть от вашей уязвимости, но все компании должны уделить внимание этому вопросу, застраховав себя от крупных неприятностей в будущем.
Text В
The key to successful dealings with the media during a crisis is to become a credible source of information. The following can be suggested:
• Appoint a spokesperson whom the media can trust and who has authority to speak for the company. It also is a good idea to designate one central spokesperson so that the organization speaks with one voice.
• Set up a central media information center where reporters can obtain updated information and work on stories. You should provide telephone lines, modular jacks so that reporters using computers can reach their offices, and facsimile machines. Provide food and transportation if necessary.
• Provide a constant flow of information, even if the situation is unchanged or negative. A company builds credibility by addressing bad news quickly, when information is withheld, the cover-up becomes the story.
• Be accessible by providing after-hours phone numbers or carrying a cellular phone with you at all times.
• Keep a log of media calls, and return calls as promptly as possible. A log can help you track issues being raised by reporters and give you a record of which media showed the most interest in your story.
• Be honest. Don't exaggerate, and don't obscure facts. If you're not sure of something or don't have the answer to a question, say so. If you are not at liberty to provide information, explain why.
These guidelines reflect plain common sense, but when a crisis ruts, it is surprising how many organizations go into a defensive mode and try to stonewall the media. Dow-Corning, for example, got considerable negative coverage by treating the media as an enemy.
Corporate spokespeople accused the media of reporting only the "sensationalistic, anecdotal side of the breast implant story, which has unnecessarily frightened women across the country". At a news conference, the head of Dow's healthcare business continued the attack by telling the assembled reporters that they took "memos out of context and distorted reality". It would be an understatement to say that this is a poor way to get the press on your side.
Jack-1n-The-Box also violated the tenets of crisis communications in the first days of the reported food poisonings. The company initially said "no comment" and then waited three days to hold a news conference, at which the company president tried to shift the blame to the meatpacking company.
There are two principles: accept responsibility and take action. Even if you are not directly at fault the organization should take responsibility for its product and the public safety.
Johnson & Johnson did this with Tylenol, but Dow-Corning chose to defend its product even after evidence had mounted that the company knew the product had a history of causing medical problems. Experts also say that Jack-In-The-Box fumbled early on by not showing concern for the poisoned customers. The company would have won more public goodwill and favorable press coverage by more quickly offering to pay all medical bills, which it eventually did.
Two considerations can be emphasized in the crisis management plan:
• Demonstrate your commitment to good corporate citizenship by taking prompt and decisive actions to control problems in your operations.
• Communicate swiftly, constantly, and consistently to all appropriate audiences in clear, straightforward, nontechnical language.
□ Vocabulary:
after hours (adj) - после рабочего дня
be at fault - быть виновным
be at liberty to do smth.- иметь возможность (право) сделать ч.-л.
common sense - здравый смысл
cover-up - попытка скрыть ч.-л.
credible - надежный
designate - назначить
exaggerate -преувеличивать
eventually - в конце концов
evidence - доказательство
flow of information - поток информации
fumble on - портить дело
go into a defensive mode -занять оборонительную позицию
have authority - иметь полномочия
hold a news conference - провести пресс-конференцию
initially - первоначально
log -журнал записей
memos - зд. замечания
modular jacks - блоки подключения
mount - возрастать, повышаться
obscure - скрывать
obtain - получить, добыть, приобрести
set up - создать, организовать
shift the blame to smb. - переложить вину на к.-л.
show concern - проявить озабоченность
stonewall - отмалчиваться
straightforward - откровенный, прямой
tenet -принцип, доктрина
understatement - преуменьшение
updated - обновленный, самый новый
win smb.'s goodwill - добиться ч.-л. расположения
withhold information - придерживать информацию
Exercises