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- •2. Методический справочник
- •1. Методический комментарий к уроку 1 (Unit 1)
- •2. Методический комментарий к уроку 2 (Unit 2)
- •3. Методический комментарий к уроку 3 (Unit 3)
- •4. Методический комментарий к уроку 4 (Unit 4)
- •5. Методический комментарий к уроку 5 (Unit 5)
- •6. Методический комментарий к уроку 6 (Unit 6)
- •7. Методический комментарий к уроку 7 (Unit 7)
- •8. Методический комментарий к уроку 8 (Unit 8)
- •9. Методический комментарий к уроку 9 (Unit 9)
- •10. Методический комментарий к уроку 10 (Unit 10)
- •11. Методический комментарий к уроку 11 (Unit 11)
- •12. Методический комментарий к уроку 12 (Unit 12)
- •13. Методический комментарий к уроку 13 (Unit 13)
- •14. Методический комментарий к уроку 14 (Unit 14)
- •15. Методический комментарий к уроку 15 (Unit 15)
- •16. Методический комментарий к уроку 16 (Unit 16)
- •17. Методический комментарий к уроку 17 (Unit 17)
- •18. Методический комментарий к уроку 18 (Unit 18)
- •19. Методический комментарий к уроку 19 (Unit 19)
- •20. Методический комментарий к уроку 20 (Unit 20)
- •21. Методический комментарий к уроку 21 (Unit 21)
- •3. Учебный курс
- •1. Урок 1 (Unit 1) What is Public Relations?
- •1. Starting up
- •2. Listening
- •Listening 1.1.
- •(“Public Relations.” Wikipedia. 6 Sept. 2007. 8 Sept. 2007 <http://en.wikipedia.org/wiki/Public_Relations#>.)
- •Listen to an interview with Derek Avery, a PR-specialist at Public Relations Society of America, who talks about popular understanding of PR. Answer these questions.
- •Complete the extract of what Derek says about the difference between PR and spin.
- •Listening 1.2.
- •Listen to Derek Avery, who goes on to talk about people’s confusing PR with other functions. Answer these questions.
- •Complete the extract of what Derek says about the difference between PR and marketing.
- •Complete the extract of what Derek says about the difference between PR and advertising.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 1.1.
- •Read the text “How Public Relations Differs from Journalism” and answer these questions.
- •How Public Relations Differs from Journalism
- •Reading 1.2.
- •Read the text “Toward an Integrated Perspective” and answer these questions.
- •What PR stunts were used by the practitioners?
- •Toward an Integrated Perspective
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “differences between PR, spin, marketing, advertising and journalism” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem solving
- •2. Урок 2 (Unit 2) The History of Public Relations
- •1. Starting up
- •2. Listening
- •Listening 2.1.
- •Listen to an interview with StanVeazy, a PR-specialist at Public Relations Society of America, who talks about the historical roots of PR. Answer these questions.
- •Complete the extract of what Stan Veazy says about the early practice of PR.
- •Listening 2.2.
- •Listen to an interview with StanVeazy, a PR-specialist at Public Relations Society of America, who goes on to talk about one of Edward Bernays’s legendary public relations efforts. Answer these questions.
- •Complete the extract of what Stan Veazy says about the PR-campaign to promote Diaghilev’s Ballet Russes.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 2.1.
- •Read the text “Press Agentry” and answer these questions.
- •Press Agentry
- •Reading 2.2.
- •Read the text “The First Public Relations Counsel” and answer these questions.
- •The First Public Relations Counsel
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the roots of PR” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem solving
- •3. Урок 3 (Unit 3) Ethics and Professionalism
- •1. Starting up
- •2. Listening
- •Listening 3.1.
- •Listen to an interview with Conroy Wright, a PR-specialist at Burson-Marsteller Public Relations, who talks about ethics in PR. Answer these questions.
- •Listening 3.2.
- •Listen to an interview with Conroy Wright, a PR-specialist at Burson-Marsteller Public Relations, who goes on to talk about codes of professional conduct in PR. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 3.1.
- •Read the text “Ethics in Individual Practice” and answer these questions.
- •Ethics in Individual Practice
- •Reading 3.2.
- •Read the text “Use of Front Groups Poses Ethical Concerns” and answer these questions.
- •Use of Front Groups Poses Ethical Concerns
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “ethics in PR profession” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •7. Problem Solving
- •How would you respond to the following situations?
- •Solve the following PR problem.
- •4. Урок 4 (Unit 4) The Individual in Public Relations
- •1. Starting up
- •2. Listening
- •Listening 4.1.
- •Listen to an interview with Paul Walke, the Global Corporate Practice Director at Ogilvy Public Relations, who talks about an individual in PR. Answer these questions.
- •Listening 4.2.
- •Listen to Paul Walke, the Global Corporate Practice Director at Ogilvy Public Relations, who goes on to talk about the education and employment of PR-practitioners. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 4.1.
- •Read the following text and answer these questions.
- •Reading 4.2.
- •Read the text “An Understanding of Economics” and answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the individual in public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •5. Урок 5 (Unit 5) Public Relations Departments and Firms
- •1. Starting up
- •2. Listening
- •Listening 5.1.
- •Listen to an interview with Steven Luders, the CEO at Fleishman-Hillard Public Relations, who talks about public relations departments and firms, and answer these questions.
- •Listening 5.2.
- •Listen to Steven Luders, the CEO at Fleishman-Hillard Public Relations, who goes on to talk about the global reach of public relations firms. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 5.1.
- •Read the text “Line and Staff Functions” and answer these questions.
- •Line and Staff Functions
- •Reading 5.2.
- •Read the text “Sources of Friction” and answer these questions.
- •Sources of Friction
- •Reading 5.3.
- •Read the text “Structure of a Counseling Firm” and answer these questions.
- •Structure of a Counseling Firm
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •6. Урок 6 (Unit 6) Research
- •1. Starting up
- •2. Listening
- •Listening 6.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co. Answer these questions.
- •Complete the extract of what Bob says about why research is such an important step in any public relations program.
- •Listening 6.2.
- •Listen to Bob Richardson, who goes on to talk about research. Answer these questions.
- •Complete the extract of what Bob says about the most common research techniques.
- •3. Reading
- •Reading 6.1.
- •Read the text “Research in Public Relations” and answer these questions.
- •Research in Public Relations
- •Reading 6.2.
- •Read the text “Techniques of Conducting Research” and answer these questions.
- •Techniques of Conducting Research
- •Match the words (1-20) with the definitions (a-t).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “research in public relations and different research techniques used” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following texts from Russian into English.
- •7. Problem Solving
- •7. Урок 7 (Unit 7) Program Planning
- •1. Starting up
- •2. Listening
- •Listening 7.1
- •Listen to an interview with Jeff Hunt, the CEO at GCI Group, who talks about public relations program planning. Answer these questions.
- •Complete the extract of what Jeff Hunt says about public relations program planning.
- •Listening 7.2.
- •Listen to an interview with Jeff Hunt, the CEO at GCI Group, who goes on to talk about different kinds of public relations planners and planning. Answer these questions.
- •Complete the extract of what Jeff Hunt says about public relations planners and planning.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 7.1.
- •Read the text “Public Relations Program Planning” and answer these questions.
- •Public Relations Program Planning
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “ planning a PR program” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •8. Урок 8 (Unit 8) Communication
- •1. Starting up
- •2. Listening
- •Listening 8.1.
- •Listen to an interview with Joel Babbit, President and CEO at Edelman Public Relations Worldwide, who talks about communication. Answer these questions.
- •Complete the extract of what Joel Babbit says about communication.
- •Listening 8.2.
- •Listen to Joel Babbit, President and CEO at Edelman Public Relations Worldwide, who goes on to talk about crisis communication. Answer these questions.
- •Complete the extract of what Joel Babbit says about how an organization should respond to a crisis situation.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 8.1.
- •Read the text “Communication and Leadership” and answer these questions.
- •Communication and Leadership
- •Reading 8.2.
- •Read the text “Active Listening, Feedback, Nonverbal Communication Patterns” and answer these questions.
- •Active Listening, Feedback, Nonverbal Communication Patterns
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “communication in PR profession” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •9. Урок 9 (Unit 9) Evaluation
- •1. Starting up
- •2. Listening
- •Listening 9.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the prerequisites for evaluation and different kinds of objectives. Answer these questions.
- •Complete the extract of what Bob says about the prerequisites for evaluation and different kinds of objectives.
- •Listening 9.2.
- •Listen to Bob Richardson, who goes on to talk about the techniques used in evaluating a public relations program. Answer these questions.
- •Complete the extract of what Bob says about different techniques used in evaluating a public relations program.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 9.1.
- •Read the text “Measurement of Production” and answer these questions.
- •Measurement of Production
- •Reading 9.2.
- •Advertising Equivalency
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “forms of evaluation and advertising equivalency” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following texts from Russian into English.
- •7. Problem Solving
- •10. Урок 10 (Unit 10) Public Opinion and Persuasion
- •1. Starting up
- •2. Listening
- •Listening 10.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the formation of public opinion and opinion leaders. Answer these questions.
- •Complete the extract of what Bob says about the opinion leaders.
- •Listening 10.2.
- •Listen to Bob Richardson, who goes on to talk about the role of persuasion in public relations. Answer these questions.
- •Complete the extract of what Bob says about how persuasion is used.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 10.1.
- •Read the text “Source Credibility” and answer these questions.
- •Source Credibility
- •Reading 10.2.
- •Read the text “Content and Structure of Messages” and answer these questions.
- •Content and Structure of Messages
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “formation of public opinion and forms of persuasion” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •11. Урок 11 (Unit 11) The Audience and How to Reach It
- •1. Starting up
- •2. Listening
- •Listening 11.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the term “audience”. Answer these questions.
- •Complete the extract of what Bob says about the term “audience”.
- •Listen to Bob Richardson, who goes on to talk about the characteristics of the today’s audience. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 11.1.
- •Read the text “Magazines” and answer these questions.
- •Magazines
- •Reading 11.2.
- •Read the text “Books” and answer these questions.
- •Books
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the audience and ways of reaching it” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •12. Урок 12 (Unit 12) Public Relations and the Law
- •1. Starting up
- •2. Listening
- •Listening 12.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the legal issues in the work of a public relations professional.. Answer these questions.
- •Complete the extract of what Bob says about the legal issues in the work of public relations specialists.
- •Listening 12.2.
- •Listen to Bob Richardson, who goes on to talk about the cooperation between lawyers and PR people. Answer these questions.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 12.2.
- •Read the text “Libel and Defamation” and answer these questions.
- •Libel and Defamation
- •Reading 12.2.
- •Read the text “Fair Use versus Infringement” and answer these questions.
- •Fair Use versus Infringement
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “legal aspects in the work of a public relations practitioner” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •13. Урок 13 (Unit 13) Corporations
- •1. Starting up
- •2. Listening
- •Listening 13.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about the public’s perception of big companies? Answer these questions.
- •Listening 13.2.
- •Listen to Bob Richardson, who goes on to talk about the tasks of PR practitioners working for a corporation. Answer these questions.
- •Complete the extract of what Bob says about the three areas concerning the environment.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 13.1.
- •Read the text “Corporate Philanthropy” and answer these questions.
- •Corporate Philanthropy
- •Reading 13.2.
- •Read the text “Use of Boycotts” and answer these questions.
- •Use of Boycotts
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “work of a public relations practitioner in a corporation” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •14. Урок 14 (Unit 14) Politics and Government
- •1. Starting up
- •2. Listening
- •Listening 14.1.
- •Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about what government relations is. Answer these questions.
- •Complete the extract of what Bob says about the government relations.
- •Listening 14.2.
- •Listen to Bob Richardson, who goes on to talk about lobbying. Answer these questions.
- •Complete the extract of what Bob says about lobbying.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 14.1.
- •Read the text “Fund-Raising by Candidates” and answer these questions.
- •Fund-Raising by Candidates
- •Reading 14.2.
- •Read the text “Public Relations and Campaigning” and answer these questions.
- •Public Relations and Campaigning
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the words from “Listening” and “Reading” sections.
- •5. Summary
- •Give a written summary of the topic “the work of a public relations practitioner in the sphere of politics” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •15. Урок 15 (Unit 1) International Public Relations?
- •1. Starting up
- •2. Listening
- •Listening 15.1.
- •Listen to the first part of the interview with Carl Bowles, a professor of PR, where he talks about international public relations. Answer these questions.
- •Complete the abstract of what Professor Bowles says about the influence of culture on the choice of strategies for an international PR campaign.
- •Listening 15. 2.
- •Listen to the second part of the interview with Carl Bowles, a professor of PR, where he talks about international public relations. Answer these questions.
- •Complete the abstract of what Professor Bowles says about the use of communication channels for an international PR campaign.
- •Match the words (1-10) with the definitions (a-j).
- •3. Reading
- •Reading 15.1.
- •Match the halves of the sentences.
- •Read the text and match these headings with the paragraphs.
- •Answer the following questions:
- •Find the word or phrase in the text which means the same as:
- •Reading 15.2.
- •Read the press release issued by the Dubai Department of Tourism and Commerce Marketing about the campaign to promote international tourism in Dubai.
- •“Dubai Heart” Campaign Unveiled
- •Answer the questions:
- •Match the words (1-5) with the definitions (a-e).
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Give a written summary of the topic “international public relations and the factors that should be taken into account while developing an international PR campaign” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •16. Урок 16 (Unit 16) Public Relations for Nonprofit organizations.
- •1. Starting up
- •2. Listening
- •Listening 16.1.
- •Match the halves of the following expressions.
- •Listen to the first part of an interview with Derek Avery, a PR-specialist at Public Relations Society of America, who talks about developing a PR campaign for a nonprofit organization. Answer these questions.
- •Listening 16.2.
- •Listen to the second part of an interview with Derek Avery, a PR-specialist at Public Relations Society of America, who continues to talk about developing a PR campaign for a nonprofit organization. Answer these questions.
- •Complete the extract of what Derek says about the recruitment of volunteers.
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 16.1.
- •Public Relations input into fund-raising for Nonprofit Organizations
- •Say whether the statement is true or false:
- •Find the word or phrase in the text which means the same as:
- •Reading 16.2.
- •Read the text about a public awareness campaign that was held by a PR consultancy in New Zealand.
- •Child Cancer Foundation - Ami Fun Drive
- •Answer the questions:
- •Match the words (1-7) with the definitions (a-g).
- •4. Vocabulary
- •Complete the sentences with the words from Reading 16.1., Listening and Reading 16.2.:
- •5. Summary
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •1. Starting up
- •2. Listening
- •Listening 17.1.
- •Listen to the interview with Professor Bowles, a professor of PR, about the psychological explanations of the public's interest in celebrities. Answer the following question:
- •Listening 17.2.
- •Listen to another interview with Professor Bowles, where he talks about the responsibilities that a PR practitioner carries when handling publicity for an individual. Say whether the statement is true or false:
- •Listen again and complete the extract of the interview.
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 17.1.
- •Before you read answer the following questions:
- •Read the text and match these headings with the paragraphs:
- •Conducting a personality campaign
- •Choose the best alternative that best completes the statement or answers the question:
- •Match the words (1-10) with the definitions (a-j).
- •Reading 17.2.
- •Read the text and answer the questions that follow:
- •Travel promotion
- •Choose the one alternative that best completes the statement or answers the question.
- •Find the word or phrase in the text which means the same as:
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “public relations in entertainment and travel” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •18. Урок 18 (Unit 18) The Internet and Other New Technologies
- •1. Starting up
- •Comment on the statement:
- •2. Listening
- •Listening 18.1.
- •Listen to the interview with Bob Richardson, a PR professional, about the advantages of using the Internet and satellite technology. Say whether the statement is true or false:
- •Now listen again and complete the extracts from the interview.
- •Listening 18.2.
- •Listen to the second part of the interview with Bob Richardson. Answer the questions:
- •Listen again and complete the extract of the interview:
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 18.1.
- •Before you read answer the following question:
- •The Internet and Public Relations
- •Say whether the statement is true or false:
- •Match the words (1-6) with the definitions (a-f).
- •Reading 18.2.
- •Read the text. Then complete the table that follows it:
- •Public Relations in the Face of Web 2.0
- •Answer the questions:
- •Match words from each column to make word combinations. Then check your answers in the text.
- •Find the word or phrase in the text which means the same as:
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “the role of the internet and other technologies in public relations activities” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •19. Урок 19 (Unit 19) Written Tactics
- •1. Starting up
- •2. Listening
- •Listening 19.1.
- •Listen to the interview with Bob Richardson, a PR professional, about the newsletter. Say whether the statement is true or false. Correct the false statement:
- •Now listen again and complete the extract from the interview.
- •Notes
- •Tips on Writing Effective Newsletter Articles
- •Listening 19.2.
- •Listen to another interview with Bob Richardson, a PR professional, about company magazines. Answer the questions:
- •Listen again and complete the extracts from the interview.
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 19.1.
- •Read the text.
- •The News Release
- •Say whether the statement is true or false. Correct the statement if it is false:
- •Match words from each column to make word combinations. Then check your answers in the text.
- •Find the word or phrase in the text which means the same as:
- •Reading 19.2.
- •Read the text:
- •Written Tools of Public Relations
- •Say whether the statement is true or false. Correct the statement if it is false:
- •Match the words (1-12) with the definitions (a-l).
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “written tactics of public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •1. Starting up
- •Discuss the following questions:
- •2. Listening
- •Listening 20.1.
- •Listen to the speech by Bill Clinton and answer the following questions:
- •Listen to the speech again and in the speech evaluation form put a tick next to the criteria that the speech meets:
- •3. Reading
- •Reading 20.1.
- •Before you read discuss the following questions:
- •Read the text and check your answers:
- •Speech Writing
- •Choose the best alternative that best completes the statement or answers the question:
- •Find the word or phrase in the text which means the same as:
- •Reading 20.2.
- •Read the text and answer the questions that follow:
- •Special types of speaking opportunities
- •Answer the questions:
- •Match the words (1-10) with the definitions (a-j).
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “the spoken tactics of public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •21. Урок 21 (Unit 21) Visual Tactics
- •1. Starting up
- •Discuss the following questions:
- •2. Listening
- •Listening 21.1.
- •Listen to the interview with Derek Avery, a PR professional, about how motion pictures can be used for PR purposes. Answer the following questions:
- •Now listen again and complete the extract from the interview.
- •Listening 21.2.
- •Listen to the second part of the interview with Bob Richardson. Say whether the statement is true or false. Correct the false statement:
- •Listen again and complete the extracts of the interview:
- •Match the words and expressions with the definitions:
- •3. Reading
- •Reading 21.1.
- •Before you read answer the following question:
- •Read the text and check your answers:
- •Personal Appearance on Television
- •Say whether the statement is true or false:
- •Match the words (1-5) with the definitions (a-e).
- •Reading 21.2.
- •Read the text:
- •Still Images
- •Answer the following questions:
- •Find the word or phrase in the text which means the same as:
- •4. Vocabulary
- •Complete the sentences with the words from Listening and Reading:
- •5. Summary
- •Write a summary of the topic “visual tactics of public relations” (120 words).
- •6. Translation
- •Translate the following words and word-combinations from Russian into English using active vocabulary.
- •Translate the following sentences from Russian into English using active vocabulary.
- •Translate the following text from English into Russian.
- •Translate the following text from Russian into English.
- •7. Problem Solving
- •4. Расшифровка аудиозаписей (Audio Scripts)
- •1. What is Public Relations?
- •5. Public Relations Departments and Firms
- •18. The Internet and Other New Technologies
- •5. Глоссарий (Glossary)
того, чтобы произвести негативное впечатление на общественность. Другими словами, корпоративный имидж – это очень хрупкий товар.
Большинство фирм считают, что положительный корпоративный имидж является важным условием непрерывного долгосрочного успеха. После того, как компания смогла завоевать благоприятное общественное мнение по продукту или идее, основная задача заключается в том, чтобы не потерять его. Самое худшее, что можно сделать, так это успокоиться и почивать на лаврах положительного общественного имиджа; это самый быстрый путь к разрушению имиджа.
(Фрейзер П.Сайтэл. Современные паблик рилейшнз. – М.: Консалтинговая группа «ИмиджКонтакт», ИНФРА-М, 2002. – С. 67-68)
7. Problem Solving
Women’s sports, both amateur and professional, have attracted an increasing number of participants in recent years. Nike, recognizing this trend, has developed a new shoe designed for women basketball players. Develop a marketing public relations program for this product that also would be coordinated with an advertising and promotion program. Provide the unique perspective and value of your public relations expertise. Include a response plan for critics of Nike’s use of cheaper overseas labor shoes. This plan could range from steps to remedy injustices to a defense of open labor markets, depending upon your view.
(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 262)
14. Урок 14 (Unit 14) Politics and Government
1.Starting up
1.What is government relations?
2.What are the duties of a public relations specialist working in government relations?
2.Listening
Listening 14.1.
Listen to an interview with Bob Richardson, a public relations practitioner working for Junction Co, who talks about what government relations is. Answer these questions.
1.Why is government relations so important for a lot of companies?
2.What does monitoring government involve?
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Complete the extract of what Bob says about the government relations.
Government relations is a major component of p______ a_______. This activity is really important. Many companies, especially in highly regulated industries, have separate departments of government relations. The reason is that the actions of governmental bodies at the local, state, and federal level have a major impact on how a business operates. Government relations specialists have a number of functions. They gather i_________, d___________ management's views, and motivate employees to participate in the p_______ p________.
PR practitioners monitor the activities of many l________ b________ and regulatory agencies to keep track of issues coming up for debate and possible vote. This gathering of intelligence enables a corporation or an industry to plan ahead and if necessary a_______ policies or p_______ information that may influence decisions of the government.
Listening 14.2.
Listen to Bob Richardson, who goes on to talk about lobbying. Answer these questions.
1.What is lobbying?
2.What does the term “grasstops communications” stand for?
Complete the extract of what Bob says about lobbying.
Lobbying is closely connected with g________ r________ and the distinction between the two areas often blurs. In general, governmental relations is a broader term. Lobbying, on the other hand, is a more specific activity. It is used in influencing l_________ and all kinds of government decisions.
Lobbying depends on experience and research. Well-connected individuals exploit their political contacts on behalf of clients, providing access to key individuals. Nowadays lobbying companies have e________ f________ on politicians and other influential people so as to know who best to approach and in what way, in order to further a campaign. As with other areas of PR lobbying has become a more c________ d________.
One of the more sophisticated methods for influencing l_________ is a practice known as 'grasstops' communications. In this, the PR agency will carefully identify the peer group of the target legislator or 'opinion former'. They will then h_______ one or more members of that group, friends or acquaintances of the target, to informally p__________ the PR message within the group - a 'district liaison'. In this way the agency aims to create for the target the a________ i_________
that 'everyone is talking about it' and that there is strong community support for the issue. With this method, l________ may not even realize that they are being l________.
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