
- •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
2. Read this text again. Are these statements true or false?
A photographer witnessed the manager kicking David Beckham.
The manager lost his temper because the team lost the match.
Management tactics are easier to identify in business than in sport.
Patterson encouraged his employees to make themselves indispensable.
When business is good, fear is used less as a management tactics.
Fear may help some people to reach their targets.
Both company employees and artists share the same fear of failure.
3. Match the words from the text with similar meanings. Reproduce them in the situations of your own.
inspire a. technique
fire b. terror
fear c. motivate
defeat d. employee
upset e. sack
subordinate f. failure
tactic g. hurt
4. Complete the sentences with the words below and translate the sentences into Russian.
Manager, subordinates, coach, chief executive, workers, staff, directors, employee |
The new _____ improved morale in the department.
The _____ praised his team upon reaching the Cup Final.
Our board of _____ meet every three months to discuss strategy.
The factory _____ went on strike because of low pay.
The share price went up when the new _____ was appointed.
I have to do the appraisals for the six _____ who report to me.
An aggressive management style led to an increase in _____ turnover.
Every _____ in the company gets health and safety training.
Follow-up
1. Share your opinion on the following questions.
- What fears make people work hard?
- Can fear motivate people as successfully as rewarding them?
TEXT 4
Before you read
1. Complete the tips for effective leadership below with the following verbs.
Develop, lose, take, set, give, make, resolve, dominate, avoid, create |
TIPS FOR EFFECTIVE LEADERSHIP
_____ any problems quickly.
_____ care to involve staff.
Always _____ clear instructions.
_____ unrealistic targets.
Do _____ sure your staff feel valued.
_____ talent among your staff.
_____ your temper.
_____ causing stress among workers.
_____ a positive working environment.
Lead meetings but _____ them.
Reading
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.
WHAT MAKES A GOOD MANAGER? HERE ARE 10 TIPS.
By Bill Gates
There isn’t a magic formula for good management, of course, but if you’re a manager, perhaps, these tips will help you to be more effective.
1. Choose a field thoughtfully. Make it on your enjoy. It’s hard to be productive without genuine enthusiasm. This is true whether you are a manager or employee.
2. Hire carefully and be willing to fire. You need a strong team, because a mediocre team gives mediocre results, no matter how well managed it is.
One common mistake is holding onto somebody who doesn’t quite measure up. It’s easy to keep this person on the job because he’s not terrible at what he does. But a good manager will replace him to move him to a set of responsibilities where he can succeed unambiguously.
3. Create a productive environment. This is a particular challenge because it requires different approaches depending on the context.
Sometimes you maximize productivity by giving everybody his or her own office. Sometimes you achieve it by moving everybody into open space. Sometimes you use financial incentives to stimulate productivity. A combination of approaches is usually required.
One element that almost always increases productivity is providing an information system that empowers employees.
When I was building “Microsoft”, I set out to create an environment where software developers could thrive. I wanted a company where engineers liked to work. I wanted to create a culture that encouraged them to work together, share ideas and remain highly motivated. If I hadn’t been a software engineer myself, there’s no way I could have achieved my goal.
4. Define success. Make it clear to your employees what constitutes success and how they should measure their achievements..
Goals must be realistic. Project schedules, for example, must be set by the people who do the work. People will accept a “bottoms-up” deadline they helped set but they’ll be cynical about a schedule imposed from the top that doesn’t map to reality. Unachievable goals undermine an organization.
At my company, in addition to regular team meetings and one-to-one sessions between managers and employees, we use mass gatherings periodically and email conference to communicate what we expect from employees.
5. To be a good manager, you have to like people and to be good at communicating. This is hard to fake. If you don’t genuinely enjoy interacting with people, it’ll be hard to manage them well.
You must have a wide range of personal contacts within your organisation. You need relationships – not necessarily personal friendships – with a fair number of people, including your own employees. You must encourage these people to tell you what’s going on (good or bad) and give you feedback about what people are thinking about your company and your role in it.
6. Develop your people to do their jobs better than you can. Transfer your skills to them.
This is an exciting goal but it can be threatening to a manager who worries that he’s training his replacement. If you’re concerned, ask your boss “If I develop somebody who can do my job super well, does the company have some other challenge for me or not?”
Many smart managers like to see their employees increase their responsibilities because it frees the managers to tackle new or undone tasks.
7. Build morale. Make it clear there’s plenty of good will to go around and that it’s not just you as some hotshot manager who’s going to look good if things go well.
Give them a sense of the importance of what they’re working on – its importance to the company, its importance to customers.
When you achieve great results, everybody involved should share in the credit and feel good about it.
8. Take on projects yourself. You need to do more than communicate.
The last thing people want is a boss who just doles out stuff. From time to time prove you can be hands-on by taking on one of the less attractive tasks and using it as an example of how your employees should meet challenges.
9. Don’t make the same decisions twice. Spend the time and thought to make a solid decision the first time so that you don’t revisit the issue unnecessarily. If you’re too willing to reopen issues, it interferes not only with your execution but also with your motivation to make a decision in the first place.
People hate indecisive leadership so you have to make choices.
However that doesn’t mean you have to decide everything the moment it comes to your attention. Not that you can’t ever reconsider a decision.
10. Let people know whom to please. Maybe it’s you, maybe it’s your boss and maybe it’s somebody who works for you. You’re in trouble – and risking paralyses in your organisation – when employees start saying to themselves: “Am I supposed to be making this person happy or this other person happy? They seem to have different priorities”.
I don’t pretend there are the only 10 approaches a manager should keep in mind, or even that they’re the most important. There are lots of them. But these 10 ideas may help you manage well and I hope they do.
Follow-up
1. Imagine that you are specialists in the field of management. You are delivering a lecture to young managers. (For organizing your speech correctly see Appendix 1)
What rules are the most useful from your point of view? What should a cub-manager keep in mind to gain respect among his employees?
What are the characteristics of a true leader? Do you think you have the qualities of a good manager? Would you be authoritative or approachable?
TEXT 5
Before you read