- •Contents
- •Предисловие
- •Unit 1. Nature of the Work
- •1. Read the passage and guess the meaning of the words in bold.
- •2. Complete these sentences with the words from the text above then translate them into Russian.
- •1. Answer the following questions:
- •2. Match the words to their definition:
- •1. Read the text and write down the questions for these answers:
- •2. Read through the two character descriptions. In pairs discuss which person would be suitable for the post advertised and why. (See Appendix 2 to express your ideas correctly)
- •Internet search
- •2. Read the passage and guess the meaning of the words in bold and then use them to fill the gaps in the sentences below.
- •3. It’s well-known that communication is basic to all Public Relations. Think about alternative Public Relations’ functions in different organizations.
- •1. Look through the questions below and give possible answers. The n read the text “The Industry Today” and check your predictions
- •2. Match the word to its definition and reproduce them in situations of yor own:
- •1. Can you explain what nature is in the work of a pr specialist? Read the text “Nature of work” and find out the answer for the question: what is the nature of work in pr?
- •2. Match the words from the text above with their definitions:
- •4. Agree or disagree (To express agreement or disagreement correctly see Appendix 2):
- •6. Complete the passage with the words missing, and then use the words in the sentences of your own.
- •1. Develop the following points expressing your own opinion (to express your views correctly see Appendix 2):
- •2. Look through the following tips how to make a successful career and add some of your own.
- •Unit 2. Recruitment
- •1. Read the passage and explain the meaning of the words in bold then use them to complete the gaps in the sentences below.
- •2. Read the texts about two women and their attitude to work. Complete the chart for the texts.
- •2. The pr manager is responsible for the five areas of work below. Match them with the typical tasks from each area a-e. Where would you personally like to work?
- •4. Match words from each column to make collocations from the job ads.
- •5. Match the collocations above to their definitions:
- •6. Here are some more jobs and companies involved in marketing and advertising. Match the jobs involved in marketing and advertising to their definitions
- •7. Here is a list of typical work activities of pr man. Discuss it in pairs.
- •8. Each firm contains some necessary job titles. Describe job responsibilities of each job title mentioned below:
- •9. Discuss your job responsibilities with your partner. Here are some phrases to get you started:
- •10. Your friend works in a medium-sized sporting goods company and is telling a new business partner who’s who in the department. Read the dialogue and complete the organigram.
- •11. Complete the sentences with the words from the dialogue.
- •12. Imagine that you work for a large company in your city. Draw an organigram for your company or department. Use the following words and phrases to describe yourself and the people you work with
- •1. Imagine that you are giving a presentation of a very prestigious but still unknown profession – pr specialist at the vacancy fair. Tell the audience about basics of pr.
- •2. What is job satisfaction from your point of view? Does it influence on your choice to apply for a job?
- •2. Look at the advertisement and answer the questions:
- •2. Work with a partner to discuss the following:
- •Do you know what letter of application is?
- •What is the purpose of letter of application when applying for a job?
- •Look through the passage and check your predictions
- •1. Have you ever had an interview? What was it for? How did you feel? What was the result?
- •2. Read the leaflet again. Which of the following ideas are mentioned?
- •3. Find words in the leaflet for someone who:
- •4. In groups, discuss the following:
- •5. Choose the correct heading a-f for each paragraph.
- •6. Read the leaflet again and decide if these statements are true or false.
- •7. Make a list of recommendations for applicants ’How to behave at job interview’.
- •8. Can you guess the missing words in these interview questions? The first letter is given
- •9. Now match questions 1-8 in Exercise 4, to answers (a-h)
- •10. Complete the extracts from the interviewer at a job interview.
- •2 Make up dialogues on the following topics:
- •You are interviewing an applicant for a pr profession
- •You are interviewing Peter Wilson who after 40 years of a full working life and 30 years as managing director of his own company is now retired.
- •Unit 3. Management
- •1 Match the sentence beginnings (1-7) with the correct endings (a-g).
- •2. These words are often associated with motivation. Match each word (1-7) with its definition and use them in the sentences of your own.
- •1. Look quickly through the extract below from a management book on motivation.
- •Motivation in the workplace
- •1. How quickly ca you find the answers to these questions?
- •What makes you tick?
- •2. Read the article again and choose the best sentence from a-g to fill each of the gaps. Do not use any letter more than once.
- •1. Before reading the text “When work is stimulating?” discuss the following questions in your group, then read the passage and prove the predictions.
- •2. Opinions differ about what is the best way to manage and motivate employees. Which of the following statements do you agree with? Discuss your ideas.
- •2. Read this text again. Are these statements true or false?
- •3. Match the words from the text with similar meanings. Reproduce them in the situations of your own.
- •1. Share your opinion on the following questions.
- •1. Complete the tips for effective leadership below with the following verbs.
- •1. What makes a good manager from your point of view? Are there any receipts to become a good leader? Read the article below and check your guesses.
- •1. Think of the functions managers should carry out. Discuss your ideas with your partners.
- •2. Complete the following sentences with these words. Translate the sentences you create into Russian.
- •3 The text contains a number of common verb-noun partnership (e.G. Achieve objectives, deal with crises, and so on).Match up these verbs and nouns to make common collocations.
- •1. Discuss the following questions with your partner.
- •Unit 4. Ethics. Сompany culture
- •1. Read the passage and guess the meaning of the words in bold and use them to complete the gaps in the sentences above.
- •1. You have started working for a new company. Do you:
- •2. Match the word and its definition and reproduce them in the sentences of you own.
- •3. Find the synonyms to the words in bold in the text.
- •3. Complete the quotes with one of the words or phrases
- •1. Complete the text below using the words and phrases below. Use each word or phrase once only.
- •1.Work with partner. What do you think a company might include in its code of ethics? Then read the first paragraph of the article below and compare the writer’s answers with your suggestions
- •2 Read the full article and the questions on page. For each question 1-6, mark one letter (a, b, c or d) for answer you choose. Ethics count
- •3. Find words or phrases in the text which have these meanings.
- •1. Work with a partner. Discuss the benefits of doing voluntary work in the company’s time for these three groups.(See Appendix 2 to make your speech persuasive)
- •2. Discuss these examples of bad manners. Which ones do you think are especially bad? Why?
- •1. Read the article and find six examples of bad manners. Which three examples of bad manners is the company trying to stop?
- •2. Read the article again and answer the following questions
- •3. Complete the text with the following words. Translate the text you get into Russian.
- •Unit 5. Business across cultures
- •1. Look carefully at the text above. Which word combination with “culture” describes each of the following?
- •1. Read the text below about The Centre for International Briefing, which runs training courses for business people traveling to other countries, and complete the paragraphs using the sentences below.
- •2. Match the words from the text with the corresponding definitions. Then find the sentences with these words in the text and translate the sentences into Russian.
- •3. Complete the passage using words from the Exercise 2 in the correct form.
- •1. In pairs think of the following questions. Imagine that you aredelivering a lecture for businessmen who work with foreign partners. (To be a good lecturer consult Appendix 1 and Appendix 2)
- •1. Read the extract about Busyville and tick the things the visitor to Busyville does right and put a cross by her mistakes.
- •2. Here are some areas of potential cultural misunderstanding. Read them carefully and define which points mentioned the following passage refers to.
- •2. Read the following actions taken by businesspeople to make contacts in Korea and Egypt. Decide whether each action is a good idea.
- •An office party
- •2. Circle the words that are most similar in meaning to the words in italics.
- •3. Answer the following questions and share your answers with a partner.
- •4. Read the following list of expectations. Put an m to those of Bill Morris and an у to those of employees.
- •Unit 6. Adevertising. Brands
- •2. Look at the following advertising activities. Can you add any?
- •3. Answer the questions about you or people you know:
- •1. Read the passage and guess the meaning of the words in bold. Then use the words to complete the gaps in the sentences below
- •1. Read the text» What is promotion?” and answer the questions:
- •What is promotion?
- •Importance of Advertising
- •2. According to the text are the following statements true or false?
- •3. Match the words from the text above to their definitions and find the sentences with these words from the text and translate them into English:
- •4. A) Find in the text the English equivalents of the following words and phrases:
- •1. Read the passage and guess the meaning of the words in bold.
- •1. What are the main techniques advertisers use to persuade us to buy something?
- •2. Have you bought anything when you didn't really want to?
- •1. Match the words with their definitions. Then translate the sentences from the text to check if you understand the new words correctly.
- •1. Look at the following tips for setting an advertising strategy. Do you think that they are the key points to create the perfect ad? Can you add anything else?
- •2. Study the following table
- •3. Look at the steps involved in organising an advertising campaign and put them in the correct order.
- •4. Match the two parts of phrases to make collocations, then use the collocations to complete the sentences below.
- •1. Read this article from the marketing trade publication about choosing an ad agency. Render it in Russian.
- •2. Read the text again and discuss the questions below.
- •2. Analyze different types of ads and find the examples of the successful and not successful ads.
- •Presentation
- •Introduction
- •Introducing sub-topics
- •Speech Patterns
- •I. Phrases to introduce personal opinion
- •II. Phrases for asking someone for the opinion
- •III. Phrases to express personal attitude (agreement, disagreement, confidence etc)
- •VI. Phrases to express neutral attitude
- •List of literature
You are interviewing an applicant for a pr profession
You are interviewing Peter Wilson who after 40 years of a full working life and 30 years as managing director of his own company is now retired.
CHECK ZONE
Before going to a job interview, practice the translation from Russian into English.
1. Сегодня у меня состоялось мое первое собеседование. Как я волновалась! Во-первых, я не могла спать ночь, репетируя свое интервью. Весь вечер да этого я сидела и готовила ответы на возможные вопросы. Я посмотрела всю историю компании, ключевые фигуры в управлении и описание продукции. В итоге, меня приняли на работу.
2. Конечно, можно иметь прекрасные способности, но если у вас нет приличной рекомендации, то не стоит лелеять надежду на получение хорошей работы. Вы можете отправлять свои резюме, даже ходить на собеседования, но это мало что решает. Хорошие рекомендации – это то, что вам нужно в первую очередь.
3. Если вы хотите получить работу вашей мечты, то вам стоит настроиться на долгий поиск. Но даже если вам удалось отыскать то место, где бы вы хотели работать, не нужно расслабляться. Все только начинается. Теперь вам нужно правильно составить резюме. Чтобы показать заинтересованность в получении именно этой вакансии, вам нужно посмотреть информацию, о фирме, в этом вам поможет Интернет. Резюме стоит оформлять грамотно, указав ваши личные данные, образование, опыт работы, профессиональные качества, контактную информацию и ваши достижения.
TIME TO SPEAK
Role play the following situations:
You go to an interview for a job but you have no experience. How will you persuade the interviewer that you should have the job?
You go to an employment agency and ask them if they’ve got vacancies.
Unit 3. Management
Warming-up
Read the Keynotes and guess the meaning of the words in bold
Leadership
Ken Manners is an expert on leadership and management styles. Can leadership be taught? Or are the only real leaders born leaders?
“Traditionally, the model for leadership in business has been the army. Managers and army officers give orders and their subordinates (the people working below them) carry them out. Managers, like army officers, may be sent on leadership courses to develop their leadership skills, their ability to lead. But they still need a basic flair or talent for leadership”.
What makes a good leader?
“The greatest leaders have charisma, an attractive quality that makes other people admire them and want to follow them. A leader may be described as a visionary, someone with the power to see clearly how things are going to be in the future. People often say leaders have drive, dynamism and energy”.
How have management styles changed in the last few years?
“Before leaders were distant and remote, not easy to get to know or communicate with. Today, managers are more open and: approachable: you can talk to them easily. There is more management by consensus, where decisions are not imposed from above in a top-down approach, but arrived at by asking employees to contribute in a process of consultation”.
Do you think this trend will continue?
“Yes. There are more women managers now, who are often more able to build consensus than traditional military-style authoritarian male managers”.
What, exactly, is empowerment?
“Encouraging employees to use their own initiative, to take decisions on their own without asking managers first, is empowerment. Decision-making becomes more decentralized and less bureaucratic, less dependent on managers and systems. This is often necessary where the number of management levels is reduced.
To empower employees, managers need the ability to delegate, to give other people responsibility for work rather than doing it all themselves. Of course, with empowerment and delegation, the problem is keeping control of your operations: a key issue of modern management”.
TEXT 1
Before you read