- •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:
- •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.
- •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)
- •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.
- •4. Read the following list of expectations. Put an m to those of Bill Morris and an у to those of employees.
- •3. Answer the following questions and share your answers with a partner.
- •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
2. Complete these sentences with the words from the text above then translate them into Russian.
1. She showed a lack of ……….when she gave Mark the job.
2. The new policies appear to have caught the …………of the public.
3. Does she have any …………. experience?
4. She pointed out with tact and………exactly where he had gone wrong.
5. He was too drunk to…….properly.
TEXT 1
Before you read
1. Answer the following questions:
-How did you decide what to be?
-Was it always your ambition to do that??
- Are you well-suited to your job?
2. Match the words to their definition:
1. disseminate a). a person who is able to describe their ideas and
feelings clearly to others
2. internship b). a new graduate who is getting practical experience
in a job
3. press agent c). a person whose job is to present information to
the public about a politician, an organization.
4. spin doctor d).a person whose job is to supply information and
advertising material about a particular actor,
musician, to newspaper, radio or television
5.communicator e).to spread information ,knowledge ,so that it reaches
many people.
Now translate the following sentences from the text to make sure you understand the meaning correctly.
Though the job often involves the dissemination of information, some view this cynically as "spin doctoring".
Regardless, the successful PR person must be a good communicator-in print, in person and on the phone.
They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns.
Reading
1. Read the text and write down the questions for these answers:
The purpose of public relations is to inform, shape opinions and attitudes, and motivate.
The media’s power and influence in democratic society reside in their independence from government control.
Media gatekeepers give your information credibility and importance by deciding that it is newsworthy.
QUALIFICATIONS AND PREPARATION
A public relations specialist is an image maker. Their job is to generate positive publicity for their client and enhance their reputation. The client can be a company, an individual or a government. In the government PR people are called press secretaries. They keep the public informed about the activity of government agencies, explain policy, and manage political campaigns. Public relations people working for a company may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices. Though the job often involves the dissemination of information, some view this cynically as "spin doctoring." There is an old saying about PR that 'Advertisers lie about the product. Public relations people lie about the company.'
Regardless, the successful PR person must be a good communicator-in print, in person and on the phone. They cultivate and maintain contacts with journalists, set up speaking engagements, write executive speeches and annual reports, respond to inquiries and speak directly to the press on behalf of their client. They must keep lines of communication open between the many groups affected by a company's product and policies: consumers, shareholders, employees, and the managing body. Public relations people also write press releases and may be involved in producing sales or marketing material.
Public relations is a good career for the generalist. A PR person must keep abreast of current events and be well versed in pop culture to understand what stories will get the publics' attention. It takes a combination of analysis and creative problem solving to get your client in the public eye. The content of the work is constantly changing and unforeseen challenges arise every day. As one public relations person explained, "In addition to the standard duties, a PR person might have to shepherd an alcoholic and half-mad (but brilliant) author through a twenty-city interview tour or try to put a warm 'n fuzzy spin on the company's latest oil-spill." Because public relations people work so closely with the media there is often a great deal of exchange between these fields. Many PR people become journalists to exercise more creativity; a number of journalists turn to public relations for better money. PR people also often go into marketing, particularly at the more senior levels.
2. Find the words in the text which mean or describe the following:
firm belief, confidence;
regular and usual;
always wanting more of something;
people who have been chosen to speak officially for a group, organization, or government;
an occasion when famous person is asked questions about their life, experiences, or opinion for a newspaper, magazine, television program etc.;
3. Translate the following word combinations into Russian and use them in sentences of your own:
1. To provide/ to gather/ to process information
2. media tour/ outlets/ advisories
3. investigate journalism/ report/ work
4. accurate/ timely/ comprehensive information
4. Match the words. Use them in sentences of your own:
Fact advisories
Op-ed sheets
Media kits
Press articles
Routine channels
News demand
Insatiable release
5. Explain the following statements:
Ego needs. These include self-esteem, self-confidence, accomplishment, status, recognition, appreciation, and the respect of others.
Whenever there is a common interest, there is formal or informal grouping.
Follow-up
1. Are you looking forward to becoming a PR specialist? Is it the profession of your dream? This quiz will help you find out if you have the personal characteristics you need to have a career as a public relations specialist. Do the Public Relations Specialist Career Quiz to find out if you suit to this profession.
A.
1: When you have to orally convey information to others how well do they understand you?
-Very well.
-Fairly well.
- Not at all.
2: Do you like your work to be structured or do you prefer to make things up as you go through your day?
- I like my work to be structured
- I think structured work is boring.
- Either way is fine with me.
3: How do you feel about talking on the telephone?
- I don't mind it if I don't have to do it too often.
- I hate talking on the phone.
- I like talking on the phone.
4: How well do you understand what others tell you?
- Very well.
- Fairly well.
- Not at all.
5: How do you feel about regularly having face-to-face discussions with individuals or teams?
- I like discussing things with other people.
- I don't really like talking to other people.
6: How do you feel about taking on new challenges?
- I'm always game.
- I'm willing to take on new challenges but prefer not to.
- I don't like new challenges.
7: Are you good at conveying your thoughts through writing?
- Yes.
- I have trouble putting my thoughts into written words.
8: Can you easily understand written material?
- Yes.
- I tend to miss things when I read.
9: Are you comfortable using email?
- Yes.
- I don't like communicating by email.
10: Which one do you prefer?
- Working in a team.
- Working alone.
- Either working on a team or alone.
11: Are you always very accurate?
- Yes, always.
- I'm generally accurate.
12: How often do you complete tasks on time?
- Always.
- Usually.
- Never.
13: Which statement best describes you?
- I have (or I am willing to earn) a bachelor's degree in public relations, journalism, communications or advertising.
- I have (or I am willing to earn) a bachelor's degree in a major other than one listed above.
- I don't have, nor am I willing to earn, a bachelor's degree.
Now think over the answers you have chosen. Do you find it possible for yourself to become a PR specialist?
B. What personal characteristics should a true PR specialist possess? Discuss in pairs what character features are necessary for public relation workers. (To express your thoughts clearly see Appendix 2)
C. Answer the yes-no question and identify your personality traits.
-Can you express yourself and your feelings?
-Are you confident in your dealings with other people?
-Are you ambitious?
-Are you an original thinker?
-Do you enjoy being a leader or being led?
Do you think these qualities are necessary in PR jobs?
D. After analyzing the results of the quiz above and identifying your personal characteristics, prepare a short speech proving that you are a born PR specialist.
Use the following sentence patterns to sound persuasive:
I am definitely the person to be a PR specialist, because…
I am almost sure that I am destined to become a PR specialist, because …
Who can suit better to this profession than me?