- •Введение
- •To the students
- •Contents
- •What is pr?
- •Watch the video and say what pr is.
- •Watch the video and say what the difference between pr and Media Relations is. Give the definition of pr. What are the functions of pr?
- •Read the text and compare all the definitions of pr. Choose the best one or create your own. What is Public Relations?
- •Public Relations Definitions
- •Comment on the following statements:
- •Read an official statement of Public Relations adopted by the prsa National Assembly on the 6th of November 1982 and answer the following questions:
- •Learn more examples of the ambitious vocabulary usage.
- •Pr vs Marketing
- •Read the text about marketing and pr and answer the questions using the vocabulary under the text:
- •Definition of Marketing
- •Definition of pr
- •Goals and Tasks of Marketing
- •Goals and Tasks of pr
- •Relationship Between pr and Marketing
- •Answer the following questions. Explain your choice using the vocabulary above.
- •Fill in the table forming different parts of speech.
- •Insert appropriate words from the table into the sentences:
- •Use the section with Useful vocabulary and translate the sentences into English.
- •Speaking:
- •Unit 3 pr vs Advertising
- •Watch the video and outline the main differences between pr and advertising.
- •Read the text and create a short summary using useful vocabulary.
- •Match the verbs with their synonyms. You will find several synonyms for some verbs. Use a Thesaurus dictionary to help you.
- •Match two parts of the phrases.
- •Unit 4 The Process of pr
- •Four-Step Planning Process In Public Relations
- •Then we come to "doing it" -- the solid arrow.
- •Then we are back to a question mark.
- •Read the text and describe the process of pr. Public Relations Process
- •Match the words with their definitions:
- •Unit 5 pr Tools
- •Think when these pr tools are usually used and what for.
- •You are offered several situations. What pr tools would you use and why?
- •Read more about pr tools. Public Relations Tools
- •Answer the questions using the vocabulary:
- •Unit 6 How to create a successful pr campaign
- •Here you will find some useful tips how to start your pr campaign. Watch the video and describe them. Create the list of useful vocabulary from the video and share it with the group.
- •Read the text and create its summary (a brief account giving the main points of something). Use the vocabulary below. Creating a successful pr campaign
- •Watch this viral video and say what the objectives of the video are.
- •Create the plan of the text above. Then devise one question for every point of the plan. Discuss these questions with the partner.
- •Match two parts of the phrases from the text. Use them in the sentences of your own.
- •The Most Successful pr Campaign of 2012
- •Speaking:
- •Unit 7 The History of pr
- •Make a close study of this presentation and in short tell the group what you have learnt about the history of pr.
- •Find in the dictionary three nouns for every verb with which they can be used. You can use on-line dictionaries.
- •Watch this video and create 10 questions about the history of pr. Practice them with your partner.
- •Read the text and define the most important peiod of the pr evolution. Explain your choice. Public Relations History / The Development
- •Public Relations History / Early Techniques
- •Public Relations History / World War I
- •Public Relations History / Public Relations Today
- •Fill in the blanks with the vocabulary above.
- •Find the synonyms for the words.
- •Unit 8 Essential skills for a pr practitioner
- •Nine Essential Skills for Any Public Relations Professional
- •1. Polish your writing and editing
- •3. Vary tactical pr tools, formats, and styles
- •4. Think like (and outthink) the media
- •5. Remain focused
- •6. Dive into video
- •7. Get comfortable managing change
- •8. Study your subject
- •9. Work on your personal demeanor
- •Learn the defenitions of pr terms, used in the text. Explain how you can use them in your own practice. Why is it important to be knowledgeable about these terms?
- •Match the verbs with their definitions.
- •Match two parts of the phrases. Create your own sentences with them.
- •Create 10 questions on the basis of the text and use the vocabulary to answer them. Practice with the partner.
- •Look at the tables. What do you think they are about? Do you agree with the presented numbers? Discuss it with your partner.
- •Which “soft” communications skills are the most important for advancement within your organization?
- •Speaking:
Relationship Between pr and Marketing
Let's keep in mind that all the PR tools are used successfully to achieve marketing goals of stimulating consumption. PR campaign is essential for positioning. It also increases the popularity of a product, influencing a customer and rising sales volume. Does it mean that PR is one of marketing tools? In this case - absolutely yes. However, public relations' functions are not limited to this. Let's get back to the beginning and compare the definitions: marketing is aimed to manipulate a customer, while the goal of PR is to manipulate company image. Not only products, but also companies and persons need a new image, and in this case PR is not just a marketing tool, but an independent practice. One more question is when one should choose PR from all the variety of tools. During the last twenty years the price of company image has increased, and now it comprises about 80% of the total company value. Even a minor growth of company image price results in a considerable increase of stock value price. Positive, stable company image has become an important intangible asset. And that is exactly the job of the public relations team: to create the image of the company. Using PR, one can correct image, thus immediately raising the profit.
So we see, that marketing and PR are very close, and they often become allies on the battlefield of customers' minds. That is the reason they are often mixed up. But in general, marketing and public relations are two independent disciplines, equally essential and important for everyone who wants to increase profit and efficiency of the company.
Useful vocabulary:
vague (Syn: dim , hazy , indefinite , indeterminate , indistinct , obscure Ant: clear , definite , plain , sensible)
a marketing specialist or a public relations officer
to sort out (to resolve)
a desperate task (a formidable task)
to hold the opinion that
to beat business rivals
to satisfy the needs of smb / smth
the estimation of / to estimate real and potential consumers' needs
to develop pricing policy
to prevent spreading unfavorable rumors and information
to manage public opinion
to establish and support relations between interest groups and government
an important intangible (impalpable) asset
to become allies on the battlefield
Answer the following questions. Explain your choice using the vocabulary above.
Marketing is the art of…
Buying more
Selling more
Paying more
Talking more
Marketing is a ….
One day effort
One man effort
Team effoert
All above
Good marketing requires one of the following…
Proper planning
Good communication skills
Good team work
Knowledge of products
Marketing is influenced by …
Product demand
Buyer behavior
Public taste
Brand image
Marketing helps in …
Boosting production
Interacting with strangers
Getting new clients
All of these
Modern styles of marketing are…
Telemarketing
Advertisement on the net
Web-marketing
E-mails
All of these
Market information means …
Knowledge of industries
Knowledge of peers
Knowledge of households
Knowledge of customers’ tastes