Word Study
2.1. Choose the suitable synonym from the right-hand side for the adjectives and the verbs below:
Indispensable skills |
Deadline |
Daily processes |
Innate |
A skilful practitioner |
Competent |
A very good understanding |
Thorough |
Natural sensitivity |
Requisite |
Under the extreme pressure |
Routine |
To use the skills |
To exhibit |
To carry out a process |
To anticipate |
To adapt to the world |
To accommodate oneself |
To foresee a reaction |
To perform |
To show an interest |
To employ |
2.2. Make up sentences on the basis of the text using the verbal combinations below: You are to describe some profession.
E.g. The coach calls into play the best soccer players.
To make the move into smth;
To be aware of smth;
To fill a gap;
To handle correspondence.
2.3. Explain the following combinations (consult the text if needed).
A well-regarded writer, one-sided documents, to identify with the interests of the organization, to be better in some endeavour, to avoid rote thinking, to be newsworthy, to be on top of one’s job, insatiable curiosity, to take a second look at the conclusion, a white-collar worker, to put in long hours, a 9-to-5 routine.
2.4. Copy the following professional phrases and find their Russian equivalents (consult the text).
A fund-raiser, a newsletter, internal communications, special judgment, to cause a reaction, to maximize opportunity, a PR-practitioner, an organization chart, lines of communication (inside the organization).
2.5. Translate the sentences (see the text), paying special attention to the underlined words:
От работника PR требуется полное единение с интересами фирмы.
Для большинства мужчин и женщин, занятых в этой сфере, возможности для выражения широки.
Они постоянно борются с крайностями.
Обычно его работа не ограничивается одним отделом (работает с разными отделами);
Известный журналист, опубликовавший много статей к вещей славе, принял объективность за обязательное качество для работников в PR.
Scanning
2.6. Answer the following questions.
Why do men and women choose the PR career – to get much money, to achieve self-expression, to satisfy ambitions? Why else?
Can the PR work be easy for a PR person? He/she can be classified as “PR worker”, “PR practitioner”, “PR representative” and others. Which do you prefer? Link it to the first subquestion.
The general qualities of a PR person are considered to be education, energy, competence. These are standard. But what props them up? Different people (thousands) are educated, energetic and competent. Who among them can make a PR professional?
Speaking psychologically, many young men are attracted by the profession (a PR specialist). Don’t they see the risk of it? The fiasco is going to be bitter and painful.
Can a graduate of a liberal arts college grow into an enviable PR professional working for some engineering company?
Would you make use of “the most interesting people” (see the text) if you were a PR practitioner? If you would, in what way? For what purpose?
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