книги / PRactice Book

Exercises

Ex.1

Read the following words. Look up their pronunciation in a dictionary

Comeuppance, pursuit, hucksters, to accede, to sow, to usher, a muckraker, to percolate, Sigmoid Freud.

Ex.2

Paraphrase the following sentences using the studied vocabulary

1.Let’s just say that we know the problem and we are trying to do something about it.

2.- Do you think that some laws limit a person’s freedom?

-No, I don’t. On the contrary, I guess this problem is too much paid attention to.

3.My pink dream is to get a revenge on him!

4.There are several schemes of the new campaign, but a good point of this one is that it costs much less than others.

5.Stop mocking at him! Though he looks rather weird we can’t but admit his being extremely honest and sincere.

Ex.3

Fill in the gaps with the studied vocabulary

1.Under US law and 1961 treaty _______by 125 nations it is forbidden to produce cocaine except for medical use.

2.There was widespread political unrest in Britain in the five years before the

_______of the First World War.

3.The activities of a few right-wing extremists ________the reputation of the administration.

4.News of the secret deal ________to the press.

5.This is the prize I’ve been long dreaming of. I’m going to ________to win it.

6.In spite of all the _________we are determined to continue the peace talks.

Ex.4

Translate the following sentences from Russian into English

1.Утечка информации не всегда бывает случайной. Иногда она служит весьма эффективным инструментом коммуникации.

2.Не стоит смеяться над ним. Хотя он и кажется чудаковатым, на самом деле он – гений.

3.Прежде чем приступит к планированию PR кампании, PR специалист должен заручиться поддержкой топ-менеджмента.

4.Ему приписывали множество достоинств, но, на поверку он оказался совершенно бесталанным человеком.

5.Давно забытая неприятная ситуация вновь оказалась в центре внимания.

Ex.5

Write a paragraph on the topic of your choice, including at least one example of each of the phrasal verb

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Ex.6

Recall and speak about any historical event which you can call a successful PR action. Provide sound reasoning.

Ex.7

Role play «A PR department»

Profile

A construction company LXY was founded in 1980 and was first involved in residential building. It has expanded fast and now provides a full range of construction services including housing and building construction, industrial construction, and civil engineering. LXY now has almost 1,500 employees and 10 regional offices and locations in the country.

Rapid expansion in the recent years has brought up the idea of opening a PR Department instead of using the services of public relations and advertising agencies. The company executives are meeting today to exchange opinions about internal public relations services.

Task

Choose a role and read the notes given for each character. Study the list of pros and cons and choose those which are, in your opinion, in accord with the position you hold in the company. You may use your own viewpoints.

Meet in groups of five and discuss the possibility of opening the PR Department.

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Role I: The General Director

Character: Prefers friendly talks to long formal meetings. Looks kind and gentle. Tends to call his colleagues by first names. Bossy, moody and even aggressive at times. Very conventional and against all new ideas.

Note: The General Director chairs the meeting and ensures everyone joins it. She or he should get everyone's opinion on the opening of the PR Department. On hearing all viewpoints, she or he should come to a final decision whether to open the department or not and inform the participants about it.

Role II: The Chief Executive Officer

Character: Very strong personality. Confident and ambitious. An excellent speaker who is able to create vivid pictures in the minds of business partners to make them take his/her viewpoint.

Role III: The Marketing Director

Character: Energetic and enthusiastic. A natural leader. Amazing ability to modify conflicting opinions. Looks at the situation from different angles. Can turn bad news into good news.

Role IV: The Head of the Personnel Department.

Character: Excellent ability to handle people and problems. Respected by everyone. Thinks that one of the best ways to help individuals get his/her points is paraphrasing ideas.

Role V: The Financial Director

Character: Calm and relaxed. Very diplomatic and knowledgeable. Prefers other people talk more than s/he does. Very careful in choosing words.

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Chapter3

Public Opinion

Essential Vocabulary

To undergo – to experience a very difficult or unpleasant situation, that you have no control over and cannot stop. E.g. The country is undergoing the strains of rapid population growth.

Sophisticated – 1. very advanced, and more cleverly designed, or skillfully made than other things of the same type. E.g. In the US today PR has become more sophisticated. 2. having a confident and expensive appearance, and showing good judgment about what is artistic and fashionable. E.g. She was glamorous and sophisticated, nothing like me.

To bypass (a law, restriction, rule) – avoid legally. E.g. All the rules can be bypassed under certain circumstances.

Swing vote Hierarchy To mold To render

To enlighten To assign to (In) tangible Predisposition

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Exercises

Ex.1

Read the following words. Look up their pronunciation in a dictionary

Mercurial, vehemently, partisanship, allegiance, esteem, adversity, to refute, to crucify, to assign to, to collide, quadruple, subtly, lethal, indignant, hierarchy.

Ex.2

Compile the groups of synonyms to the given words

Fallacy, tangible, to emerge, to render, intangible, to bypass, to undergo

Devotion, distinct, to experience, to increase, to educate, to arise, to return, impalpable, fidelity, enlarge, incomprehensible, to instruct, to suffer through, to inform, to strengthen, to intensify, inconceivable, clear, to border, to expand, lucid, delusiveness, to fringe, to endure, loyalty, material, to perform, to neglect.

Ex.3

Paraphrase the sentences using the studied vocabulary

1.His X-ray shows that he has to be put through operation.

2.There are no clear grounds for suspicions.

3.It is a well-known fact that mass media have influence in forming public opinion.

4.Many election campaigns were won or lost last minute when people, who had not made their opinion, suddenly took this or that side.

5.People usually do not want to make important decisions themselves.

Ex.4

Translate the sentences, using the studied vocabulary

1.Когда отношение к определенной теме становится достаточно сильным, формируется мнение.

2.Преданность своему наследию является неотъемлемой чертой любой национальности.

3.«Колеблющийся электорат» – это целевая группа всех избирательных кампаний.

4.В 60 - 70-е годы только самые продвинутые компании были обеспокоены тем, что о них думает их целевая аудитория.

5.Является заблуждением считать, что если общественное мнение сформировалось, то оно уже не изменится.

Ex.5

Correct all possible mistakes

1.No one has born with attitude – all attitudes are learned.

2.What an awareness of people usually result from.

3.Publics opinion is the sum of individually opinions at the subject of importance to this individuals.

4.Openions is expressions of attituteds.

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5. Peoples are much more certain about wat they whants then they are about how too get it.

Ex.6

Fill in the gaps with appropriate prepositions

1.The reason ____the varying opinions is the variance ___ attitudes.

2.____the case ____the proposed factory move, the opinion ___the shareholders is probably based___an attitude concerning___costs and profit.

3.The opinion ___the employees is probably based___a concern___their jobs or the inconvenience___moving___a new environment.

4.Someone must call___action.

Ex.8

Write a composition “Ways of manipulating public opinion.”

Ex.9

1. Comparisons and metaphors can make your statements sound more effective and colorful. To practice it, first put down some ideas associated with the key word of the statement. Then make new, more expressive statements and compare them.

Example:

Public relations is an important management function Important things: the engine in the car

Simile: Public relations is as important for management as the engine for a car. Metaphor: It turns a pile of metal things into a vehicle of communication.

a)Public relations is a common business practice. Common things:

Your statement with a metaphor/simile:

b)It is easy to implement the program.

Easy-to-do-things:

Your statement with a metaphor/simile:

c)Customers are diverse. Diverse things:

Your statement with a metaphor/simile:

d)Our society is fast-paced.

Fact-paced things:

Your statement with a metaphor/simile:

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e)Public relations is essential for big corporations. Essential things:

Your statement with a metaphor/simile:

f)To be successful, a public relations practitioner should be extraordinary. Extraordinary things:

Your statement with a metaphor/simile:

2. Draw an analogy between two things or concepts Step 1: Take two concepts.

PR and MUSIC

Step 2: Write down some ideas or phrases that can be associated with the given concepts:

Step 3: Draw an analogy between some ideas

We may portray a public relations practitioner as a conductor with an orchestra composed of managers and journalists; or we can compare public relations with a musical instrument that manages people's mood and minds; or we can call Bernays the Mozart of public relations.

Step 4: Choose the idea and develop it, using the language of comparison Public relations is like a magic horn. When you play it, a simple song may sound like a symphony. People can't help listening to you. Using it skillfully, you can manage your audience, you can make it serve your interests. The main t hing is to know how to blow the magic horn. It is an art that should be learned.

Step 5: Now following the procedure, draw an analogy between:

A public relations practitioner and a painter

Public relations and science

Your study at the university and (your own idea)

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Chapter 4

Ethics

Essential Vocabulary

To reprimand – to tell someone officially that they have done smth. wrong or illegal, especially by warning them that if they do it again they will be punished. E.g. Republican Speaker of the House Newt Gingrich was reprimanded and heavily fined by a Congressional Ethics Committee.

To emphasize – to give special force to a statement, fact or idea, showing that it is important. E.g. It must be emphasized that not all “natural” remedies are safe.

To stress – to emphasize a statement, fact or idea by repeating or by talking about it more than the other things you are saying in order to make sure that people take notice of it and understand it. E.g. Martin stressed that he didn’t want any trouble at the meeting.

To underscore – a word usually used in American English: if an event underscores a fact, especially something, people should feel a little worried about, it makes them notice it and pay more attention to it. E.g. The role of public opinion is underscored in three news items today.

To foster – 1. to help a skill, feeling, idea, etc. grow and develop over a period of time. E.g. These classroom activities are intended to foster children’s language skills. 2. to take another person’s child into your own family and look after them for a period of time, but without becoming their legal parent. E.g. Fostering a teenager is undoubtedly much more difficult than fostering a child.

A token – smth visible which is a mark/sign (of respect etc.) E.g. Please accept this gift as a token of my friendship. Token black/woman – one who is given a position in an organization or on a committee to make everyone think that all races or both sexes are represented in that organization etc., when this is not really true E.g. I’m being invited to join this committee simply as the token black, I’m not interested.

Transgression Violation

To proliferate

Compliance (to comply with) Misappropriation Adherence (to adhere) Ambiguity (ambiguous) Unblemished

To pander

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Ex.1

Read the following words. Look up their pronunciation in a dictionary

To endeavor, to reprimand, to adhere, ambiguity, to entice, harassment, a vice, to proliferate.

Ex. 2

Fill in the gaps with the studied vocabulary

1.The man was released after being officially ______for illegal possession of a knife.

2.Self-help groups _________for people with wide range of problems.

3.The document’s _________wording makes it very difficult to follow.

4.Lord Edward is retiring after an _________career that has lasted for 30 years.

5.We always ________to provide our customers with the highest standards of service.

6.It had been the government’s policy to ________close ties with neighboring states.

7.The banks are offering special low rates in an attempt to ________prospective customers.

8.Public safety and security are matters of __________ importance.

9.During my mother’s long illness I _________ by a middle-aged couple on the other side of the town.

10.The company has one or two ________ in important positions, but they really don’t take equal opportunities for women seriously.

Ex.3

Choose the appropriate word

Emphasize, stress, underscore

1.She made a gesture with her hands in order to _________what she was saying.

2.In his speech, the President _________the need for ecological reforms.

3.The chaos after a power cut ______how dependant we have become on computers.

4.I must ________that any information you give may be used against you.

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Ex.4

Paraphrase the sentences using the studied vocabulary

1.They fail to stick to our original agreement.

2.PR specialists should avoid uncertainty and obscurity in their answers.

3.Legal or financial restrictions on company’s activities may have consequences on its business

4.His agreement with everything we suggest makes it hard to know what he really thinks.

5.We hope these meetings will help develop friendly relations between our companies.

6.The climbing of Mount Everest was an outstanding example of human effort.

7.The lawyer was sent to prison for misuse of the money put in his care.

8.This matter is of primary importance for us.

9.During the 1980s the number of computer companies increased rapidly.

10.My boss scolded me for a failure.

11.Our government threatened theirs with paying back all the injuries.

12.Bad habits have become widely-spread nowadays. So, some legal limitations on smoking should be adopted.

Ex.5

Translate the sentences from Russian into English using the studied vocabulary

1.Это исследование разрушило миф о существовании противоречий между этикой и бизнесом.

2.Ответом компании на нарушения, которые имели место в ее деятельности, может стать разработка корпоративного кодекса этического поведения.

3.В политической сфере мало кому удается похвастаться незапятнанной репутацией.

4.Спикер Палаты представителей был обвинен и серьезно оштрафован Комитетом по этике за использование образовательной программы в качестве источника средств на проведение своей PR-кампании.

5.Любой этический кодекс подчеркивает важность высочайших стандартов поведения в рамках этики.

6.За последние годы этические кодексы и стандарты поведения получили широкое распространение во всем мире.

7.В наше время компании вынуждены разрабатывать программы кризисного управления в условиях ограниченности ресурсов.

8.Этический кодекс рассматривает такие проблемы, как конфиденциальность информации, растрата корпоративных активов, взятки, подкупы и политические поборы.

9.СМИ не должны потворствовать нездоровому любопытству в отношении деталей преступлений.

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