- •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)
агентство для разработки кампании. Какие рекомендации вы могли бы дать относительно: 1) целевой аудитории, 2) ключевых тем, которые могут заинтересовать туристов, 3) способы продвижения этого туристического направления. Прежде чем представить окончательный вариант плана «пиар»-кампании необходимо провести мозговой штурм в команде.
Учебные материалы и задания пятнадцатого урока направлены на развитие аналитических, системных и коммуникативных компетенций будущего специалиста по связям с общественностью.
Задания разделов Starting up, Listening, Reading, Vocabulary и Translation связаны с развитием аналитических компетенций: управление информацией, управление изменениями, анализ и синтез, – а также коммуникативных компетенций: работа в международной среде, второй и третий языки и взаимодействие со специалистами из других областей.
Упражнение раздела Summary направлено на развитие аналитических компетенций
– управление информацией, анализ и синтез, – а также коммуникативной компетенции – второй и третий языки.
Задание раздела Problem Solving связано с развитием следующих аналитических компетенций: управление информацией, управление изменениями, анализ и синтез, управление проектами; системных компетенций, таких как: способность к самостоятельной работе, принятие решений, принятие решений в группе с международным составом участников, стратегическое мышление и применение знаний на практике; коммуникативных компетенций: работа в международной среде, мультикультурность, толерантность, работа в команде, второй и третий языки, взаимодействие со специалистами из других областей.
В результате работы над пятнадцатым уроком учебника студенты приобретут знания, относящиеся к понятию связей с общественностью на международном уровне, а также к факторам, которые необходимо учитывать при составлении международной PRкампании; – научатся самостоятельно составлять «пиар»-проект для конкретного случая с использованием технологий «пиар»; работать в международной команде, разовьют навыки использования английского языка профессии «пиар» в рамках изученной темы.
16. Методический комментарий к уроку 16 (Unit 16)
Шестнадцатый урок учебника «Связи с общественностью в благотворительных организациях» состоит из семи разделов: предварительная дискуссия, аудирование, чтение, словарь, краткий пересказ, перевод и решение профессиональной задачи. В приложении
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даётся звуковой файл с записью двух интервью со специалистом по связям с общественностью и расшифровка текстов аудиосценариев.
Первый раздел Starting up (Предварительная дискуссия) включает серию вопросов, направленных на развитие устной коммуникации и ведения дискуссии по одной из основополагающих тем профессии – «Связи с общественностью в благотворительных организациях». Он включает в себя содержательный комментарий, дающий определение понятию «благотворительная организация».
Второй раздел урока Listening (Аудирование) направлен на развитие навыков аудирования. В него входят два интервью со специалистом по связям с общественностью. В первом из них специалист описывает первые две задачи агентства по связям с общественностью, разрабатывающего PR-кампанию для благотворительной организации. Во втором интервью специалист говорит о других задачах, стоящих перед PRспециалистами, том числе о способах привлечения волонтеров и спонсоров. Прослушивание первого интервью предваряется пояснениями содержательного характера: объясняется особенность понятия advance story. Перед вторым интервью приводится лингвистический комментарий, который содержит информацию по использованию сослагательного наклонения.
Перед первым интервью предлагается упражнение с заданием Match the halves of the following expressions (Соедините первую часть выражений со второй), которая позволяет подготовить учащихся к прослушиванию интервью и знакомит их с используемой лексикой. Каждое интервью сопровождается упражнением с формулировкой задания Answer these questions (Ответьте на вопросы), а после второго интервью следует упражнение с заданием
Complete the extract from the interview (Заполните пробелы в отрывке из текста интервью).
Оба упражнения направлены на проверку правильности восприятия на слух. Вопросноответная беседа нацелена также на развитие навыков говорения.
Третье упражнение раздела Listening с формулировкой задания Match the words with the definitions (Соедините слова и их дефиниции) направлено на первичное закрепление профессиональной лексики подъязыка связей с общественностью (7 лексических единиц). В упражнении требуется привести в соответствие лексические единицы и их дефиниции. Студентам предлагается два списка. Первый из них содержит собственно лексические единицы, второй – дефиниции, которые намеренно поставлены не в смысловом порядке. Обучаемые должны привести их в смысловое соответствие. Например, просмотрев оба списка, студенты видят, что словосочетанию to recruit volunteers соответствует дефиниция to hire someone who does a job willingly without being paid.
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Оба интервью записаны на компакт-диск, прилагаемый к учебнику. Они составлены одним из авторов учебника – Яковенко Т.В., – и начитаны носителем английского языка профессором языкового центра в Бостоне (США) (The Olin Center) Полем Барни (Paul Barney), который играет роль специалиста по связям с общественностью, а также старшим преподавателем МГИМО Тычинским А.А., который задаёт вопросы интервьюируемому.
Третий раздел урока Reading (Чтение) включает два текста. В первом тексте Public Relations input into fund-raising for Nonprofit Organizations, идет речь о роли связей с общественностью в привлечении пожертвований для благотворительных организаций. Второй текст Child Cancer Foundation - Ami Fun Drive представляет собой описание кампании по информированию общественности о проблеме детской заболеваемости раком, проведенной PR-агентством в Новой Зеландии по заказу благотворительного фонда. К
первому тексту дается задание Say whether the statement is true or false (Скажите, верно ли утверждение), направленное на проверку понимания прочитанного, а также упражнение с формулировкой задания Find the word or phrase in the text which means the same as
(Найдите в тексте слово или выражение с таким же значением, как), нацеленное на первичную отработку профессиональной лексики (10 лексических единиц). После второго текста следует задание Answer the questions (Ответьте на вопросы), а также упражнение с формулировкой задания Match the words with the definitions (Соедините слова и их дефиниции), задачей которого является первичная отработка лексики (7 лексических единиц).
Вчетвертый раздел Vocabulary (Словарь) входит упражнение с формулировкой задания Complete the sentences with the words from Listening and Reading (Заполните пропуски, используя новые слова из разделов Listening и Reading), которое направлено на активизацию новой лексики. В нём даются предложения, в которых пропущены активные лексические единицы. Обучаемые должны заполнить пропуски. Для облегчения задачи приводятся первые буквы пропущенных слов. Например, увидев предложение To r_______________ v________________ for a specific role or job, you will need a clear job description, студент догадывается, что пропуск необходимо заполнить терминологическим словосочетанием recruit volunteers.
Впятый раздел Summary (Краткий пересказ) входит упражнение с формулировкой задания Write a summary of the topic “international public relations” (120 words) (Напишите краткий пересказ), которое направленно на активизацию пройденной лексики «пиар» и развитие навыков письменной речи. Данное упражнение состоит в кратком письменном изложении содержания прослушанных интервью и прочитанных текстов с использованием
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активной лексики. Оно выполняется студентами дома, после чего работа сдаётся на проверку преподавателю.
Шестой раздел Translation (Перевод) включает упражнения на перевод. Первое из них с формулировкой задания Translate the following words and word-combinations from Russian into English using active vocabulary (Переведите следующие слова и словосочетания с русского языка на английский с использованием активного словаря) направлено на активизацию лексики «пиар» и развитие навыков устного перевода. В нём приводится список единиц активной лексики «пиар» на русском языке. Обучаемые должны дать их английские эквиваленты, которые встречались в текстах для чтения и в аудиосценариях, а также отрабатывались в предыдущих упражнениях. Например, требуется перевести следующие слова и словосочетания с русского языка на английский: анонс события,
информировать общественность; побуждать; Студентам уже ранее встречались эквиваленты этих лексических единиц: advance story; to develop public awareness; to induce.
Второе упражнение раздела с формулировкой задания Translate the following sentences from Russian into English using active vocabulary (Переведите следующие предложения с русского языка на английский) направлено на активизацию лексики урока и развитие навыков письменного перевода. В нём требуется перевести предложения, содержащие активную лексику «пиар» с русского языка на английский. Предложения на перевод включают лексические структуры, которые отрабатывались в предыдущих упражнениях. Примером этого задания может служить следующее предложение: На
мероприятии присутствовали руководители благотворительного фонда и представители
информационных агентств. В предыдущих упражнениях отрабатывалась лексические единицы function, foundation и media outlets. Студенты предлагают свои варианты перевода, в которые должна войти изученные лексические единицы.
Третье и четвёртое упражнения с формулировками заданий соответственно Translate the following text from English into Russian (Переведите следующий текст с английского языка на русский) и Translate the following text from Russian into English (Переведите следующий текст с русского языка на английский) направлены на развитие навыков письменного перевода с английского языка на русский и с русского языка на английский в рамках темы «связи с общественностью в благотворительных организациях».
Седьмой раздел урока Problem Solving (Решение профессиональной задачи)
содержит упражнение с формулировкой задания Solve the following PR problem, которое является творческим и нацеливает студентов на самостоятельное решение профессиональной проблемы. Обучаемому предлагается самостоятельно разработать «пиар»-кампанию для конкретного случая, применяя профессиональные знания, а также используя активную
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лексику урока: Организация Vision Council of America является торговой группой, представляющей интересы индустрии оптики. Членами этой организации являются специалисты трех основных направлений: офтальмология, оптика и оптометрия. Организация решает начать кампанию по информированию потребителей после того, как результаты проведенного исследования показали, что родители предпочитают не водить детей на осмотр к врачу, а полностью полагаются на плановый врачебный осмотр в школе. Также было проведено дополнительное расследование, результаты которого показали, что 80 процентов обучения в возрасте до 12 лет происходит с помощью зрения, тогда как во время плановых врачебных осмотров в школе остаются невыявленными от 70 до 80 процентов глазных заболеваний. Задачей вашего PR-агентства является создание и проведение национальной программы по информированию потребителей о важности ежегодного осмотра детей офтальмологом. Какие предложения Вы можете сделать относительно ключевой аудитории, тем сообщений, времени года для проведения кампаний, стратегий и способов коммуникации.
Учебные материалы и задания шестнадцатого урока направлены на развитие аналитических, системных и коммуникативных компетенций будущего специалиста по связям с общественностью.
Задания разделов Starting up, Reading, Listening, Vocabulary и Translation связаны с развитием аналитических компетенций: управление информацией, управление изменениями, анализ и синтез, – а также коммуникативных компетенций: работа в международной среде, второй и третий языки и взаимодействие со специалистами из других областей.
Упражнение раздела Summary направлено на развитие аналитических компетенций
– управление информацией, анализ и синтез, – а также коммуникативной компетенции – второй и третий языки.
Задание раздела Problem Solving связано с развитием следующих аналитических компетенций: управление информацией, управление изменениями, анализ и синтез, управление проектами; системных компетенций, таких как: способность к самостоятельной работе, принятие решений, стратегическое мышление и применение знаний на практике; коммуникативных компетенций: работа в международной среде, мультикультурность, толерантность, работа в команде, второй и третий языки, взаимодействие со специалистами из других областей.
В результате работы над шестнадцатым уроком учебника студенты приобретут знания, относящиеся к понятию связей с общественностью в благотворительных организациях; научатся самостоятельно составлять «пиар»-проект для конкретного случая с
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