книги / PRactice Book

5.Символы, выстроенные определенным образом, обязательно приобретают некий смысл.

6.Любое сообщение, передаваемое отправителем получателю, должно трактоваться обоими участниками коммуникации одинаково.

7.Не стоит пренебрегать хорошим к себе отношением, не говоря уже об искренней симпатии.

8.Все обратили внимание на то, как умело он обращался с клиентом.

Ex.5

Rewrite the sentences by changing the word in bold to another part of speech. Make necessary changes

1.She was assigned to work on the video project. (noun)

2.He coordinated the execution of an internal strategic communications plan. (verb)

3.The development of communication programs requires expertise. (verb)

4.A lot of preparation is required from PR staff to launch the project. (noun)

5.She provided staff supervision to ensure a team environment. (verb)

Ex.6

Fill in the gaps with appropriate prepositions

1.Anyone may belong ___several groups ___ work, ___church, ___ leisure.

2.People often become aware ___a product, service, or idea ___traditional mass outlets.

3.The group is centered ___an opinion leader – a person who is listened ___by the others.

4.This leader is the one who gets information ___outside and comments ___it

___the group.

Ex.7

Problem Solving

The idea of turning negatives into positives forms the basis of a creative principle. It says: Turn lemons into lemonade, i.e. when fate hands us a lemon, let's try to make lemonade. [D.Carnegie]

1.Explain how you understand this principle and think of its application.

2.Using this principle, solve the problems below:

Your computer system is constantly damaged by hackers. You lose your money, information, and nerves. What solution can you suggest?

You work as a social worker for a non-profit reform agency. Your task is to take care of a group of former criminals, safe-crackers. Nobody wants to give them work. How can you turn their negative experience into positive effect?

According to the research, customers are not happy with the shape and color of the toys manufactured by your company. How can you please your customers?

Ex. 8

Read the conversation below and say by what means a person can

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communicate complicated messages. Choose any message you consider complicated and try to render it using creative tools.

PR practitioner: So now that you've already read the text I wonder how you feel about public relations?

Student: Well, as I see it, public relations is something rather complicated. Nobody can agree on one definition. So I'm absolutely convinced that if I ask you what public relations is, you will just add more academic stuff to this pile of obscure speculations.

P: If you ask me, I'll say public relations is easy.

S: Easy? With more than 500 definitions? You can't be serious.

P: I'm not kidding. Let me give you an example. Look at yourself. You have two arms and two legs. But why do they move?

S: Why do they move ? ...Well ... I just move them ... or er er ... I don't know.

P: Because your head manages and coordinates your body. Your arms and your legs only execute programs developed by your head. In other words, your head manages communication between different parts of your body. Without your head you won't be able to coordinate the functioning of your limbs.

S: It's all right with my head. I've always thought I need it, but I wonder what public relations has to do with it.

P: I want to say that public relations is like your head. It reflects, analyzes, evaluates, and creates programs of action which are then implemented by other people.

S: There are lots of people who don't think that public relations might be so important.

P: It's more than important - it's crucial. Do you know why a drunken man can't walk properly?

S: I guess because his legs do not obey him.

P: To be precise, because his head doesn't serve his body. So if you want to have a sound body not a drunk one, take care of your head. In other words, if you want to have a dynamic well-coordinated business, use public relations.

S: You mean if any business is a body, public relations should be its head. P: This is how I see it.

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Chapter 7

Management

Essential Vocabulary

To emanate from – a word used in a formal context or in literature meaning to come from. E.g. Delicious smells emanated from the kitchen.

To be consistent with – if something that is said, written or done is consistent with a particular idea or piece of information it says the same thing or follows the same principles. E.g. This sort of repression is not consistent with a democratic system.

To reinforce – to make part of a building or structure stronger. E.g. The sea wall of Southend is being reinforced with tons of cement.

To enhance – to make a good quality in something even more attractive, enjoyable, etc. E.g. The flavor of most food is enhanced by good cooking.

A milestone – a very important moment or event in the progress or development of something, especially the first time that something is done. E.g. This is a milestone in the history of car design – the world’s first electric car.

Precarious – 1. Someone or something that is precarious is unsteady and seems likely to fall, especially because they are in a high position or on the edge of something. E.g. She looked very precarious right at the top of the ladder.

2. (precarious situation, position, state, existence, etc) – where there is always a risk of suddenly loosing your money, power, job, etc. E.g. The President’s control over the country is now even more precarious.

Expendable

Jeopardize

To shirk responsibility

To withstand midcourse corrections Spin-off

Mutually beneficial relationship A flaw

To communicate across lines Media placement

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Exercises

Ex.1

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

Overriding, conscience, allegiance, entire, stature, acquisition, confine, autonomy, precarious, clout, to possess, alas.

Ex.2

Fill in the gaps with the studied vocabulary

1.A dim orange light ______an open window.

2.Flowers ______the beauty of a room.

3.Very often the unique position of a PR manager is not only lonely, but also

______as he/she has one foot inside the organization and one outside.

4.Charging very high fines ______hardly______ ______your policy of “userfriendly banking”.

5.A scandal like this might ______his political career.

6.Davis and Coltrane then recorded the album “King of Blue”, which proved to be

______in the development of modern jazz.

7.It is extremely important for any CEO to be aware of everything, going on at every organizational level.

8.Because of your ______actions the reputation of the ______company is being______.

9.Heavily______, the rebels had no choice but to surrender.

10.No one would lend money to a company in such a ______situation.

Ex.3

Translate the sentences from Russian into English using the studied vocabulary

1.Нам разъяснили, что формирование личности человека начинается в раннем возрасте.

2.Если Вы уклоняетесь от ответственности или перекладываете ее на чужие плечи, Ваше поведение достойно осуждения.

3.Многочисленные PR-методы, используемые той или иной компанией, должны полностью соотноситься с философией и миссией данной компании.

4.Взаимовыгодные отношения со СМИ – залог успеха любой PR кампании.

5.Очевидно, что прежде чем начать работу над совершенствованием своих навыков, их необходимо приобрести.

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Ex.4

Replace the underlined words with their antonyms

1.Their corporate philosophy contradicts the objectives.

2.The employees are idle about their tasks.

3.They have failed in this field because they couldn’t acquire primitive skills.

4.The product is expensive for consumers.

5.The CEO of that company has finished working out the company’s mission.

Ex.5

Find 11 words

Ex.6

Fill in the blanks with the phrases from the box. Compare mass media outlets, which you know well, using the characteristics suggested

a)Mainstream newspapers have_______ credibility than tabloid press.

b)The readership of the St.Petersburg Times is _______ that of the CommersantDaily.

c)The Arguments and Facts is _______ newspaper in Russia.

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d)The Petrovsky Courier has _______ circulation in St.Petersburg.

e)TV advertisements are _______ for promoting scientific books.

f)The covers of magazines for women are _______ each other.

g)_______ newspapers are issued in St.Petersburg than in Moscow.

h)Radio ads may be _______ as TV ads.

i)The copy of print product ads is _______ from that of image advertisements.

Ex.8

Fill in the gaps with the studied phrasal verbs

1.The drug produces side effects, tending ________ the benefits.

2.I spent three days ________our flat ______.I think they’re trying _____their obligations under the agreement.

3.The aim is for Social Democrats ________ the Labor Party.

Ex.9

Role Play: Choosing a candidate Background

XYZ Electronics, a leader in the lighting, semiconductor and components, consumer products, professional products, and systems area, is seeking a Manager of Public Relations for this company in Ohio.

Your qualifications should include:

•5-7 years of corporate or agency experience

•Exceptional oral and written communications skills

•Strong organizational and analytical abilities Your credentials should include

•BA in communications or a related field

To the right candidate we offer responsibility to manage and execute product, publicity, internal communications, internet communications, media relations, community relations programs.

Task:

Stage 1:

Working in pairs, study the PERSONALITY FACTORS and decide what questions you may ask to check the personality traits. Write down at least two questions measuring each trait. For example: "Do you find it hard to take decisions?", "Do you have a vivid imagination?", or "Do you always admit it when you make a mistake?"

Stage 2:

Working in pairs, study one of the File Cards provided and role play a job interview.

Student A as a candidate decides on his/her personal traits and details of the job performance before the interview. You should be prepared to demonstrate these personal traits in the interview.

Student B, as an interviewer, should complete the File Card asking questions (e.g. open-ended, probing, hypothetical) to know more about the candidate's personality.

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Stage 3:

Join two other pairs of candidate - interviewers to make a group of six. You are now members of the appointment board at XYZ Electronics. You have complete information about three candidates. Study the three File Cards carefully, analyze good and bad points of the candidates and decide which candidate is worth the position of a PR Manager in the company. Appoint a student in each group to present the results of your discussion to the teacher.

File Card 1

Name: Judy/Mike Manson

Education: B.A., School of Journalism, Michigan State University, East Lansing, MI

Experience:

1995 to current: Society of Manufacturing Engineers

Senior Public Relations Executive: Conduct media relations and develop relationships with editors on behalf of information technology and manufacturing products and services for international and national tradeshows and conferences.

1990 -1995: Avery Dermison Office Products, Brea, CA

Consumer Communications Manager: Managed wide range of public relations programs, advertising and other communications to build awareness, loyalty and sales for leading $1 billion office products company.

Appearance:

Personality:

File Card 2

Name: Jane/Steve Cross

Education: B.S., Journalism/Advertising, Northwestern University, Evanston, Illinois

Experience:

2001 to current: Pulte Homes, Inc.

Corporate Communications Manager: Develop and implement national public relations program, prepare senior management for media interviews, initiate national crisis communications response program, support national brand campaign.

1997 – 2001: Michigan Protection and Advocacy Service, Inc.

Communications and Publications Specialist: Developed and implemented the agency's first public relations plan; merged marketing, PR communications, and advertising duties; designed, created and edited all internal/external agency communication materials; coordinated special events, tradeshows and fundraising activities.

Appearance:

Personality:

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File Card 3

Name: Sonja/John Jackson

Education: B.A., Journalism, 1976, San Jose Sate University, San Jose, California M.S., Public Relations and Public Affairs, 1993, Golden Gate University, San Francisco, California

Experience:

2001 to current: Southern Pacific Lines, San Francisco

Media Consultant: Facilitate proactive media coverage with consumer and trade press. Enhance marketing with scripts for videotape presentations. Improve employee morale through magazine articles.

1989 – 2001: Goodwill Industries of the Greater East Bay

Director of Corporate Communications: Directed communications and public relations for this human services organization. Managed two budgets, small staff. Revamped corporate image through redesigning of all graphics, including annual report & new brochure series.

1978 -1989: Art Blum Agency

Account Executive: Developed and implemented media relations programs for business clients. Staged press conferences; pitch and secure coverage. Corporate communications for major banking clients, including media and speechwriting.

Appearance:

Personality:

PERSONALITY FACTORS

Your personality has a significant influence on the way you think, feel and relate to people. It can be measured by five broad dimensions that are often referred to as Big Five personality factors: extraversion, agreeableness, openness, conscientiousness and emotional stability. Your personality might be described as:

Laid-back - more easily distracted, less focused on goals, more self-indulgent. Traits will tend to get in the way of demonstrating desirable behaviors in organizing and executing.

Conscientious - organized, systematic, thorough. Traits help acquire competencies to do with organizing and executing work such as planning, delivering results, meeting customer expectations.

Adaptive - pragmatic, rule-conscious, cautious. Has narrower interests, perceived as safe pair of hands, is more comfortable with the system. Generates ideas for continuous improvement rather than radical change.

Innovative - creative, imaginative, inventive. Likely to challenge the system and identify novel ideas for doing things differently. Traits help acquire competencies in creating and innovating.

Independent - independent, self-absorbed, demanding. Tends to follow own interests. Finds it harder to relate well to people from varied backgrounds and to be sensitive to group differences.

Agreeable - warm, sympathetic, generous, caring. Traits help acquire competencies to do with empathy and team working such as listening to people, asking for ideas and views, sensing people's emotions.

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Introvert - reserved, less socially skilled, less need for interaction. Traits make it easier to operate as an individual contributor, but harder in areas to do with interacting and presenting.

Extrovert - socially confident, talkative, assertive, active. Traits help acquire competencies in relating and networking, persuading and influencing and presenting and communicating information.

Tense - worrying, uneasy, quick to feel anger, easily discouraged. Finds it harder to demonstrate desirable adapting and coping behaviors because more easily thrown off balance and stressed.

Stable - even-tempered, composed, relaxed. Traits help acquire competencies to do with adapting and responding to change as well as coping with pressure and setbacks.

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Chapter 8

Public Relations Writing

Essential Vocabulary

Pertinent – a formal word meaning directly connected with and important to the subject that is being considered. E.g. Please, keep your comments pertinent and brief.

Foolproof – 1. something that cannot go wrong; 2. very simple to understand, use, work. E.g. This formula appeared to be foolproof.

To hype – to try to get a lot of public attention for, especially more than it deserves. E.g. Their last record was hyped with a lot of interviews.

Exercises

Ex.1

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

Mediocre, ambiguity, ambiguous, ubiquitous, verbatim, drivel, foul, narrative, via, thorough, gamut, impropriety, unbridled, coveted.

Ex.2

Paraphrase the sentences using the studied vocabulary

1.She made every possible effort to help us.

2.Please, don’t say such nonsense.

3.People consider him to be a liar, but actually he is not. He only likes to make his stories more interesting by adding some details.

4.PR managers shouldn’t seek exaggerated publicity if they want their articles to be published.

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