5.2 Read and say what you think of public relations.

A Wall Street Journal article points to the ethical shortcomings of Public Relations, quoting the former public relations vice president for United Brands. “The more I thought about it, and the more I looked at events around me, the more certain I become that PR was helping to screw up the world,” he said. “I could see

the hands of the PR men pulling the strings, making things happen, covering things up.... Everywhere I looked it seemed as if image and style had taken the place of substance.”

J. Montgomery. “The Image Makers”. The Wall Street Journal (August 1, 1978).

5.3 Read the following definitions. Discuss the difference between these two notions with your partner

Business Ethics – moral principles concerning acceptable and unacceptable behavior by business people. Executives are supposed to maintain a high sense of values and conduct honest and fair practices with the public. An example of a lack of business ethics is when an advertising firm develops a deceptive and grossly misleading ad campaign for a product.

Business Etiquette – generally accepted behavior, which may be open to dispute. The professional behavior may be based on custom and morality. There are social guidelines and manners to be followed in business situation when dealing with others. An example of a lack of business etiquette is when a salesperson is late in visiting a client.

5.4 Topics to discuss in dialogs

1. Features the manager must possess or master.

2. How informal relationships have impact on the company.

3. What do you think of building a teamwork sense in your company?

5.5 Discuss the topic “My Future Speciality” with your partner using also the words

ambition, occupation, job, to make one’s choice, to succeed in, qualified, skilled, competitive, many roads are opened, to make up one’s mind, to apply for, to serve the interest of, one’s future speciality, to take a special living, to commit an error,

the duty of (…, a monitor, etc.) is to fulfill, to start a career, to start training, to be one’s chief interest, to have a try, to give a plenty of opportunities, social importance, one’s final choice, to be well aware of the fact that…, a matter of future, prestige and wealth, to discuss professional matters, to encourage, motivation, to be on the make, to earn good money, etc.

Self-Study

Cummulative Review test

7. Translate the following sentences paying attention to grammar structures used in them:

1. To be more successful you should know and use appropriate basic business

terms.

2. Do not use lots of technical jargon in the hope of sounding impressive when

speaking to the people.

3. It is certainly not necessary to be a Business School graduate to develop a good

business plan.

4. Once you have defined your market, you should then assess its size and trends.

5. Nothing happens unless first a dream.

6. We can’t control others or certain events in our lives but we can control how we

react to those events.

7. Do you know the proverb “cut the coat according to the cloth”?

8. When a body in a rotational motion moves in a radial direction, a force acts to

speed up the body.

9. We have a big studentsbody at our university.

10. One man’s meat is another man’s poison.

11. Of course, one must make profit, but not if it involves exploiting people.

12. The government could do a lot more to assist small business.

13. I would stake my reputation on his honesty.

14. They have been granted the permission to pull down the old ruining city

theatre.

15. We couldn’t have picked a worse day for a picnic – it rained nonstop.

16. The more food the farmers grew, the better the citizenry ate and the

wealthier the country became – a good example of planned persuasion to

reach a specific public for a particular purpose; in other words, public

relations.

17. The Babylonians of 1800 B.C. hammered out their messages on stone tablets

so that farmers could learn the latest techniques of harvesting, sowing, and

irrigating.