- •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
6. Complete the passage with the words missing, and then use the words in the sentences of your own.
College degree, seek, applicants, business, bachelor’s, emphasizing, administration |
Many entry-level public relations specialists have a ______ in public relations, journalism, advertising, or communication. Some firms _____college graduates who have worked in electronic or print journalism. Other employers seek ______ with demonstrated communication skills and training or experience in a field related to the firm’s ______ information technology, health care, science, engineering, sales, or finance, for example. Many colleges and universities offer _____ and postsecondary degrees in public relations, usually in a journalism or communications department. In addition, many other colleges offer at least one course in this field. A common public relations sequence includes courses in public relations principles and techniques; public relations management and ______ , including organizational development; writing, ______ news releases, proposals, annual reports, scripts, speeches, and related items; visual communications, including desktop publishing and computer graphics; and research, emphasizing social science research and survey design and implementation.
Follow-up
1. Develop the following points expressing your own opinion (to express your views correctly see Appendix 2):
The job of public relations personnel and journalists are mutually dependent.
The working relationship between public relations and the media is built on trust, respect, and credibility.
2. Look through the following tips how to make a successful career and add some of your own.
Set goals and strive to reach them by specific deadline dates.
Learn to listen. Instead of rushing headlong into project be professional enough to listen to instructions carefully and hear the advice of others.
Learn to say ‘no’ without feeling guilty.
Avoid meetings whenever possible. If you must have a meeting prepare a specific agenda of time and stick to it.
Make up a daily schedule before going to bed. Stick to your plan every day.
link errands together. Instead of four trips a day go out just once.
Learn form your mistakes and don’t repeat them/
Anticipate change, prepare for it and adapt quickly when it comes.
Learn to make a decision-to lead, to follow or to get out of the way.
Use machines that will save your time.
3. Look through the passages below. Make a list of tips for PR Man ‘How to get started in the right direction.’ Compare your lists with a partner. Report it to the class. (To make your report logical see Appendix 1)
1. CULTIVATING RELATIONSHIPS. This involves analyzing problems and opportunities, defining goals, identifying the publics (or groups of people whose support or understanding is needed), and recommending and planning activities. It may include budgeting and assignment of responsibilities to the appropriate people, including non-public relations personnel. For example, an organization's president or CEO is often a key figure in public relations activities.
2. PROGRAMMING .Successful public relations professionals develop skills in gathering information from management, colleagues in their organizations and external sources. Continually evaluating what they learn, practitioners formulate recommendations and gain approval for them from their managements. Many public relations activities require working with, and sometimes through, other organizational units such as legal and marketing staffs. The public relations professional who learns to be persuasive with others will be most effective.
3 Communication. Since the public relations professional is often trying to reach large groups о people, an important tool is the printed word. Examples of its use are found in reports, news releases, brochures, speeches, video, scripts, trade magazine articles, product information and technical materials, employee publications, newsletters, shareholder reports, and other management communications directed to both organization personnel and external groups. A sound, clear style of writing is a must for public relations work. Develop the statements TO reach target audience/
4. Look through the text “How To Become A Public Relations Specialist”. Imagine that you are a lecturer and now you are delivering a lecture to young PR specialists who dream to become real professionals. Give them instructions to follow to achieve the goal.
Public relations specialists create PR material for companies, organizations or politicians and governments. They can have several different titles, including communications officer, publicist, press secretary and information officer, campaign strategy. Public relations specialists is the contact person between the media and a company, organization, politician or government. Some of their job responsibilities are creating material for the press (for example press releases) and answering questions from the press. The goal of the public relations specialist is to show the employer in a positive light.
Step 1: Education
It is not necessary to have a degree in public relations to become a public relations specialist, but some employers will require a public relations degree. If you don't plan to get a public relations degree, you should consider taking some classes in PR. A degree or classes in communications, journalism or marketing can also be helpful.
Step 2: Experience and Networking
Many employers will require experience in PR when you apply for a job, but there are also entry-level positions that do not require experience. If you don't have PR experience, work experience in journalism, communication and advertising can be helpful as well. An internship in the field can help you to get a foot inside the door. Networking is also an important aspect of public relations, and you should make an effort to get to know people in media and PR. Ask for business cards when appropriate. Consider joining an organization for media or PR associates.
Step 3: Finding a Job
To find a job in PR, start by applying for positions in the field that interest you and are relevant to your experience and education. Applying for jobs is only the first step in finding a job in PR, however. Keep in mind that not all jobs are advertised and contact prospective employers at places where you would like to work.
Since networking, communication skills and persistence are important in PR, it's extra important that you write down who you speak to and who you will meet for an interview.
Make sure to ask for the business card of the person you meet and to write a thank you note or call to say thank you after the interview.
To become a public relations specialist, it's very useful to have both an education and previous experience in the field. Networking and contacting prospective employers even if they have not placed an ad is also important. Keep in mind that social and communication skills are fundamental in PR and make sure to demonstrate yours when looking for a job.
CHECK ZONE
Do you think that now you know how to become a good PR specialist? Then, translate the following sentences into English.
1. Многие считают, чтобы стать настоящим специалистом по связи с общественностью, достаточно хорошо и грамотно разговаривать. Но мало кто задумывается и о других необходимых качествах работника этой области деятельности. Специалист по связи с общественностью должен быть человеком творческим, мобильным, ответственным и общительным. Безусловно, профессиональное образование играет немаловажную роль в профессиональном портфолио пиарщика.
2. Недавно меня приняли на работу в одну маленькую, но довольно успешную компанию. Честно сказать, это моя первая серьезная работа в качестве специалиста по связи с общественностью Сначала я готовила информацию для публикации о нашей фирме, потом меня стали приобщать к подготовке пресс-релизов. А вчера я первый раз в своей жизни участвовала в пресс-конференции, посвященной запуску нашей благотворительной кампании. Это было настолько увлекательно!
3. Как это сложно организовывать интервью для своего руководителя! Я просматривала все статьи из выпусков газет, редактировала список возможных вопросов и предлагала примерные ответы. Все-таки мне больше по душе организовывать всевозможные корпоративные мероприятия.
TIME TO TALK
Now you are quite knowledgeable in the nature of your future profession. Make the group project to show your skills and experience.
1. Make a presentation “My Specialty ‘Public Relations’. (See Appendix 1 to organize your presentation logically).
2. Make up a report on one of the following topics:
- PR industry today
- Image making and speech writing
- Types of PR
- Nature of the work.