English for Students of Public Relations and Advertising. Rendering. Учебное пособие
.pdfSECTION 6
EXTERNAL INFLUENCES
ON PUBLIC RELATIONS
Reading 6.1
THINK GLOBAL, ACT LOCAL
A. PREDICTING
Write down your thoughts about these questions.
1.Why are much of public relations counseling conducted on the local
basis?
2.Why is public relations still print oriented in our electronic age?
B. VOCABULARY AND COMPREHENSION
Read the sentences and match the underlined word of expression with the synonym from the list.
a |
relevance |
1 |
… the violent woman-hating support of |
|
|
|
films like “Cape Fear”…. |
b |
asset |
2 |
The new current affairs series promises |
|
|
|
to address challenging issues with |
|
|
|
freshness and thoroughness. |
c |
to be on the lookout for |
3 |
Politicians’ private lives have no im- |
|
smth |
|
portance to their public roles. |
d |
expertise |
4 |
Police in Brighton are searching for a |
|
|
|
gang of car thieves. |
e |
rigour |
5 |
The company is keen to develop its |
|
|
|
own skills in the area of computer pro- |
|
|
|
gramming. |
|
|
|
101 |
f |
libel |
6 |
Her leadership qualities were the great- |
|
|
|
est dignity of the Conservative Party. |
g |
underpinning |
7 |
If the jury decided there was a slander, |
|
|
|
it would have to consider its effect on |
|
|
|
Miss Smith’s position… . |
C. READING
1.Read the article.
2.Divide it into logical parts.
Some of the key issues affecting corporate strategy relate to globalization and the new technology, which have brought about the globalization of markets, the development of worldwide networks, a widening of membership for pressure groups and a broader analysis of competition. It therefore seems an almost pointless exercise to plan strategically in a chaotic environment in which the notion of managing risk appears by definition to be a misnomer. If the power of individual nation states to control national economies has become limited, the problems of a borderless world become more acute.
As most public relations practitioners know, campaigns have to be planned at the global level, but acted out at the local level. The importance of region states or areas is defined by some degree of economic logic which may lie within a nation state or cross-nation state boundaries. So, just as the relevance of the nation state is being called into question, it is apparent that the modern multinational is continuing to lose what was left of its national character.
Reich (1990) gives the example of Whirlpool which now employs 43,500 people around the world, most of them nonAmerican, in 45 countries. He points out that Texas Instruments does most of its research and development, design and manufacturing in East Asia.
Reich showed that a company’s most important competitive asset is the skills and cumulative learning of its workforce if it is equipped to compete in the global economy. Jolly (1996) wrote that, as evidence of a global public relations strategy, a company must be able to demonstrate selective contestability and global resources.
Selective contestability is where the corporation can contest any market it chooses to compete in, but can be selective about where it wishes to compete. It is prepared to contest any market should the opportunity arise and is constantly on the global lookout for such.
102
The corporation may have to bring its entire worldwide resources to bear on any competitive situation it finds itself in anywhere in the world. Customers know that they are dealing with a global player even if it is employing a local competitive formula. Thus global strategies are not standard product market strategies which assume that the world is a homogenous border-free marketplace. Nor are they just about global presence. If what the corporation does in one country has no relation to what it does in other countries that is no different from dealing with various domestic competitors. Finally, globalization is not just about large companies now that the internet makes it possible for small companies to trade worldwide.
Oliver S. Public relations strategy: a managerial approach. 2nd ed. Kogan Page Limited, 2007. – Р. 98–99.
D. RENDERING
1.Think and write what you personally think about the information in the text.
2.Write a short paragraph conveying the main information concerning the topic of the article.
Reading 6.2
TODAY’S FUTURE
A. PREDICTING
Judging from the title, write three questions that you think this article might answer.
B. READING
Read the article.
The full potential impact of the internet cannot yet be assessed, but there is clearly strategic potential for using it as an information and transaction channel, for distributing news and for building communication channels.
Web pages need to be constantly updated, which requires investment in multimedia expertise. The design and research aspects of managing an organization’s worldwide website are offering growth potential for many pub-
103
lic relations agencies and consultancies, albeit their use is increasingly complex in terms of corporate communication planning.
The cliché, ‘think global (big), act local (small)’ is no longer enough unless evaluation stands up to the rigour of quantitative and qualitative audits across barriers of culture, language, traditions and beliefs.
New research techniques such as web analysis using tools like new generation eye-trackers to collect objective data are changing the face of promotional planning via ‘saved time’, IT talent and new challenges to creativity. However, in the management of press and other public relations deadlines and the creative public relations talent that goes into campaigning, the ever-changing demands of media law should never be underestimated. Areas in European law such as libel, copyright and intellectual property are critical to the underpinning of any public relations campaign or strategy. If an organization’s reputation is to be protected, there must be respect for the spirit as well as the letter of the law. In the not too distant future, there is likely to emerge a rash of comprehensive and sophisticated books on the new technologies from mass communication specialists.
Oliver S. Public relations strategy: a managerial approach. 2nd ed. Kogan Page Limited, 2007. – Р. 100.
C. READING FOR THE MAIN IDEAS
To each of the main themes of this reading, write a few sentences summarizing the information in the article.
1.What effects does globalization bring?
2.What is the most important asset for a modern company?
3.How can a selective contestability be defined?
4.What are the global strategies?
5.What is the nearest future of the profession concerning globalization and new technologies?
D. RENDERING
Prepare a 5-minute summary of the text (See GUIDELINES FOR WRITING A SUMMARY). Supply your own examples to substantiate the points made by the author. Present it to the class. Let the other members of the group to grade it. Discuss the results.
104
PRONUNCIATION
THINK GLOBAL, ACT LOCAL |
TODAY’S FUTURE |
acute [ə'kju:t] |
cliché ['kli:ʃeɪ] |
apparent [ə'pær(ə)nt] |
expertise [,ekspɜ:'ti:z], [-spə-] |
asset ['æset] |
libel ['laɪb(ə)l] |
chaotic [keɪ'ɔtɪk] |
rigour ['rɪgə] |
cumulative ['kju:mjələtɪv] |
sophisticated [sə'fɪstɪkeɪtɪd] |
homogeneous [,hɔmə'ʤi:nɪəs] |
underpinning [,ʌndə'pɪnɪŋ] |
relevance ['reləvən(t)s] |
via ['vaɪə], [vi:ə] |
105
GUIDELINES FOR WRITING A SUMMARY
HOW TO WRITE A SUMMARY IN 8 EASY STEPS
Writing a good summary demonstrates that you clearly understand a text...and that you can communicate that understanding to your readers.
A summary can be tricky to write at first because it’s tempting to include too much or too little information. But by following our easy 8-step method, you will be able to summarize texts quickly and successfully for any class or subject.
1.Divide…and conquer. First off, skim the text you are going to summarize and divide it into sections. Focus on any headings and subheadings. Also look at any bold-faced terms and make sure you understand them before you read.
2.Read. Now that you’ve prepared, go ahead and read the selection. Read straight through. At this point, you don’t need to stop to look up anything that gives you trouble—just get a feel for the author’s tone, style, and main idea.
3.Reread. Rereading should be active reading. Underline topic sentences and key facts. Label areas that you want to refer to as you write your summary. Also label areas that should be avoided because the details— though they may be interesting—are too specific. Identify areas that you do not understand and try to clarify those points.
4.One sentence at a time. You should now have a firm grasp on the text you will be summarizing. In steps 1–3, you divided the piece into sections and located the author’s main ideas and points. Now write down the main idea of each section in one well-developed sentence. Make sure that what you include in your sentences are key points, not minor details.
5.Write a thesis statement. This is the key to any well-written summary. Review the sentences you wrote in step 4. From them, you should be able to create a thesis statement that clearly communicates what the entire text was trying to achieve. If you find that you are not able to do this step,
106
then you should go back and make sure your sentences actually addressed key points.
6.Ready to write. At this point, your first draft is virtually done. You can use the thesis statement as the introductory sentence of your summary, and your other sentences can make up the body. Make sure that they are in order. Add some transition words (then, however, also, moreover) that help with the overall structure and flow of the summary. And once you are actually putting pen to paper (or fingers to keys!), remember these tips:
Write in the present tense.
Make sure to include the author and title of the work.
Be concise: a summary should not be equal in length to the original text.
If you must use the words of the author, cite them.
Don't put your own opinions, ideas, or interpretations into the summary. The purpose of writing a summary is to accurately represent what the author wanted to say, not to provide a critique.
7.Check for accuracy. Reread your summary and make certain that you have accurately represented the author’s ideas and key points. Make sure that you have correctly cited anything directly quoted from the text. Also check to make sure that your text does not contain your own commentary on the piece.
8.Revise. Once you are certain that your summary is accurate, you should (as with any piece of writing) revise it for style, grammar, and punctuation. If you have time, give your summary to someone else to read. This person should be able to understand the main text based on your summary alone. If he or she does not, you may have focused too much on one area of the piece and not enough on the author’s main idea.
107
GUIDELINES FOR RENDERING
USEFUL PHRASES TO HELP IN RENDERING
1. Headline
Title of the article. The article is headlined...
The headline of the article is...
The article goes under the headline...
The article under the headline... has the subhead...
The title of the article is...
The article is entitled...
2. Place of origin
The article is (was) printed / published in...
The article is from а newspaper under the nameplate...
3. Time of origin
The publication date of the article is...
The article is dated the first of October 2008.
The article is printed on the second of October, 2008.
4. Author
The article is written by…
The author of the article is...
The article is written by а group of authors. They are…
5. Theme / Topic
The article is about...
The article is devoted to...
The article deals with the topic...
The basic subject matter of the script is...
The article touches upon the topic of...
The article addresses the problem of...
108
The article raises/brings up the problem...
The article describes the situation...
The article assesses the situation...
The article informs us about… / comments on…
The headline of the article corresponds to the topic.
6. Main idea /Aim of the article
The main idea of the article is…
The purpose of the article / author is to give the reader some information
on...
The aim of the article /
to provide the reader with some information about...;
to provide the reader with some material / data on...
to inform about...;
to compare / determine...;
7. Contents of the article
(а short summary of 3 or 4 sentences) + important FACTS, NAMES, FIGURES.
The article can be divided into some parts. The first part deals with...
The second covers the events...
The third touches upon the problem of...
The fourth part includes some interviews, dialogues, pictures, reviews, references, quotations, figures.
The article is written in the form of the monologue, from the first / third person narration.
|
The author starts by telling the reader that...... |
|
|
THE STRUCTURE OF THE ARTICLE |
|
|
|
Setting a goal |
|
The chief/general |
aim… |
|
Central/key/ultimate goal… |
|
|
Main/particular |
purpose |
|
Major/primary |
task |
|
|
…of this paper is to investigate/establish P. |
|
The subject matter |
…of the article/study/research/discussion is P. |
|
The present article |
…goes into/focuses on/deals with P. |
109
|
…is devoted to the questions of P. |
In this article |
...the author aims to determine/attempts |
|
to explain |
|
…he intended to give/show/develop/provide |
|
… concentrates on/argues that |
The structure of the article is as follows. The first section describes/clarifies/outlines P. Section 2 portrays/shows that Q. Section 3 argues that P. The final section proposes/summarizes…
In this article the author debates the problems of P and argues that Q.
In this paper the author attempts to clarify the relation of P and Q. To do so he first presents R. He then attempts to show that P. In conclusion, S is considered.
This paper presents the new (complex, structural) approach to the study of P. The results are described in section 1.
This article proposes a new approach within which P can be studied. After analyzing the data, it is concluded that Q.
110