
- •Contents
- •Objectives
- •Audiences
- •8. Find in the text the examples of
- •9. Explain the grammatical structure of the following sentence:
- •10. Answer the following questions:
- •1. Look up the pronunciation of the following words:
- •2. Give English equivalents:
- •5. Give synonyms:
- •6. Give antonyms:
- •8. Paraphrase the italicized words:
- •16. Explain the following statements:
- •17. Comment on the following statements
- •18. Speak on the sectors Bias and Politically Incorrect Language analysing the given examples.
- •19.Give a summary of the unit.
- •1. Look up the pronunciation of the following words:
- •2. Give Russian equivalents:
- •4. Translate in writing:
- •7. Answer the questions:
- •8. Find in the text the sentences where the Infinitive is used.
- •9. Insert prepositions:
- •10. Explain the following statements:
- •11. Comment on the following statements. Do you agree with them?
- •12. Develop the following statements
- •7. Answer the questions:
- •8. Paraphrase the italicized words:
- •9. Find in the text the sentences where the modal verb "may" is used.
- •10. Insert prepositions:
- •11. Explain the following statements:
- •12. Comment on the following statements:
- •13. Discuss the Hierarchy-of-Needs Theory
- •14. Develop the following points:
- •Unit three
- •8. Paraphrase the italicized words:
- •9. Find in the text sentences with the Gerund and translate them.
- •10. Insert prepositions:
- •Unit four
- •8. Paraphrase the italicized words:
- •9. Insert prepositions:
- •10. Explain the following statements:
- •11. Comment on the following statements:
- •12. Topical questions:
- •13. Here are some ideas related to persuasive writing.
- •8. Write out all the irregular verbs and give their 3 forms.
- •10. Insert prepositions:
- •11. Explain the following statements:
- •12. There are 4 points in the text that a public relation writer must keep in mind
- •13. Develop the following statements:
- •Internal News Sources
- •8. Paraphrase the following statements:
- •9. Explain the grammatical structure of the following sentences.
- •10. Insert prepositions:
- •Find in the text the expressions with the noun "coverage".
- •13. Comment on the following statements and illustrate them:
- •14. Topical questions:
- •15. Develop the following points:
- •8. Explain the grammatical structure of the sentences.
- •9. Insert prepositions:
- •10. Explain the following statements:
- •11. Comment on the following statements:
- •12. Topical questions:
- •13. Develop the following statements:
- •1. Give English equivalents:
- •3. Translate in writing:
- •5. Give antonyms:
- •6. Answer the questions:
- •9. Insert prepositions:
- •10. Explain the following statements:
- •11. Develop the following statements:
- •7. Paraphrase the following statements:
- •8. Find in the text words related to finance, and advertising and publicity with
- •9. Insert the articles where it is necessary:
- •10. Insert prepositions:
- •8. Give the derivatives of the following words and use them in the sentences of your own:
- •9. Paraphrase the italicized words:
- •10. Find in the text all the cases of Modal Verbs, translate them and explain their usage.
- •11. Find in the text all the cases of Infinitives, determine their function in the sentences and translate them.
- •12. Insert prepositions:
- •13. Explain the following statements:
- •14. Give a summary of the text
- •15. Topical questions:
- •13. Explain the following statements:
- •14. Topical questions:
- •15. Give a summary of the text
- •16. Develop the following statements:
- •1. Look up the pronunciation of the following words:
- •2. Give English equivalents:
- •4. Translate in writing:
- •6. Give antonyms:
- •7. Answer the following questions:
- •10. Insert prepositions:
- •11. Explain the following statements:
- •Exercises
- •2. A company employee asked a manager whether a company-requested early retirement would affect the amount of his pension. Here is the answer he received from the manager.
- •Vocabulary
- •A glossary
16. Explain the following statements:
1) Errors also call into question the credibility of the entire message.
2) It will save you embarrassment later.
3) ...such mistakes are the mark of a careless writer.
4) Avoid gender bias by using non-gender-related words.
5) However, critics charge that a flood of euphemisms can cause a loss of clarity and may result in a kind of political censorship that is not healthy for freedom of expression.
17. Comment on the following statements
Do you agree with them?
1) People can digest a few figures but not a mass of statistics.
2) In today's world of diversity at all levels of national life, there is increased sensitivity about which words are used to describe minorities and other groups
of people
18. Speak on the sectors Bias and Politically Incorrect Language analysing the given examples.
Can you give similar examples in Russian?
19.Give a summary of the unit.
UNIT PART II
ONE
A.
The basic purpose of public relations writing is to persuade. The objective is to create favorable public opinion about an organization - its policies and actions, its goods or services. The objective is to influence people. To be an effective public relations writer, you must understand public opinion, why people have opinions, and how to affect those opinions.
Public Opinion
Public opinion is not just mass opinion. It is the sum of individuals' opinions on a subject that affects them. For example, the stockholders of a factory (a public) may favor moving to another location, while the employees (a public) may vigorously oppose the idea. Meanwhile, the general public may be unaware of the controversy or aware but indifferent. The reason for the varying opinions is the variance in attitudes.
Attitudes and Opinions
An opinion is an expression of attitude. It may be expressed by writing, by speaking, by acting, or by not acting. People who fail to express their opinions may do so because their attitudes are weak or because they don't believe that expressing themselves will do any good.
An attitude is a predisposition to think, speak, or act in a given way about a specific subject. No one is born with an attitude — all attitudes are learned. Some attitudes are deeply rooted; when tied into other attitudes, beliefs, and values, they may be very hard to change.
In the case of the proposed factory move, the opinion of the stockholders is probably based on an attitude concerned with costs and profits. The opinion of the employees is probably based on a concern for their jobs or the inconvenience of moving to a new environment.
In public relations writing, it is necessary to think about the attitudes of the particular public you are trying to influence. You must also know how public opinion is built.
□ Words and word-combinations
1. to persuade — убеждать
2. to create public opinion — создавать общественное мнение
3. to affect public opinion — воздействовать на общественное мнение
4. to be (un)aware of smth — (не)осознавать что-то
5. deeply rooted — глубоко укоренившийся
B.
Building Public Opinion
Public opinion doesn't really exist until something affects a number of people who have similar or identical attitudes. The people must be aware of the issue or they will not have any opinion about it. Usually the awareness results from some event. When something happens or is likely to happen, the people become concerned — if they know about it. People have to express their opinions to others with similar attitudes. Someone must call for action, and the action must be possible. People are much more certain about what they want than they are about how to get it. Public opinion isn't evident unless it can expect to get results.
To communicate is to make known — to project ideas into the minds of others. This process depends on four elements: a sender, a message, a medium, and a receiver. If all these elements are operating, there will be communication. If any one fails, there will be no communication. Since your purpose is to persuade, you want to communicate your ideas to a particular group of people — those who can help or hinder your organization in attaining its objectives. In describing the process of communication, it is normal to list the elements as sender, message, medium, and receiver, but it may be better to think of the process in reverse order: whom to reach, how to reach them, what to say, and on whose behalf.
Receiver
This is the target audience, the people you must reach. You must learn about the characteristics and attitudes of your projected receivers if you are to communicate effectively and persuasively. Such factors as educational level, economic status, occupation, place of residence, religious affiliation, national origin, social class, and political affiliation affect how a target audience receives and perceives your message.
As business becomes more global, there is also a growing need to understand the attitudes, customs, and cultures of people in other nations. Faulty translations of publicity materials can cause a number of gaffes if one does not understand the language and culture of a nation.
Your responsibility is to research your audience. Reference books, surveys and polls, online databases and personally talking to members of the target audience are good approaches. Armed with such knowledge, you can give information in such a way that the recipients will accept the message, absorb it, and eventually act on it.
□ Words and word-combinations
1. to call for action — призвать к действию
2. sender — отправитель
3. receiver — получатель
4. on smb's behalf — от чьего-либо имени
5. religious and political affiliation — религиозная и политическая принадлежность
6. to perceive a message — воспринять сообщение
7. survey — обзор
8. poll — опрос общественного мнения
9. reference books — справочные издания
10. online database — база данных с непрерывным обновлением информации
11. recipient — реципиент, получатель
12. to accept a message — принять информацию
13. to absorb a message — воспринять информацию
14. to act on a message — действовать согласно информации
15. a gaffe — оплошность
C.
Media
The media are the physical channels that carry the message to the receiver. They may include newspapers, magazines, radio, television, letters, speeches, audiovisuals, pictures, newsletters, leaflets, brochures, and the telephone, Every medium has advantages and disadvantages.
Your job is to determine which medium or combination of media will be most effective in reaching the target audience. Your budget may prohibit some because of cost. Others may be desirable but impossible (for example, a personal talk by the chief executive to a specific group that refuses to be the audience).
Your message must reach the audience with enough power and frequency to ma an impact. It often takes considerable repetition to plant an idea, and the greater the impact of any single communication, the more likely it is to be absorbed and remembered.
Sender
The sender is the organization from which the message comes. Every organization has different publics, divergent interests, dissimilar objectives, unique problems, distinctive beliefs, and its own peculiarities. As a writer, you must know and understand the organization so that the messages you prepare will be not only effective but also truly representative of the organization. In addition, you must be very sure that what you send out is the truth, the whole truth, and nothing but the truth.
Message
Planning the message starts with a determination of just what ideas you want your receivers to have: what you want them to think, to believe, to do. Then you must
acquire a solid knowledge of what your audience knows and believes. If you want to affect attitudes and opinions, you must find out about those that already exist. This calls for research — possibly surveys.
Your message must be applicable, believable, realistic, and convincing. It must be expressed clearly and understandably in familiar words and phrases. Above all, you must convince the receivers that the idea you are presenting can be beneficial to them.
□ Words and word-combinations
1. to make an impact — оказать воздействие
2. to plant an idea — внушить мысль
3. to acquire a solid knowledge — получить крепкие (глубокие) знания
4. beneficial — полезный, выгодный
EXERCISES