книги / PRactice Book

5.Your remarks are not relevant to our discussion.

6.She seems not to care about her study. Her grades at school are neither good, nor bad.

Ex.4

Find English equivalents for the following expressions in the chapter, make up sentences of your own

Посредственный товар, пустая болтовня, делать успешную карьеру, основное правило, обратный порядок, несложная формула.

Ex.5

Translate the sentences from Russian into English using the studied vocabulary

1.Многие редакторы полагают, что пресс-релизы – это пустая трата времени.

2.Пресс-релиз должен содержать только правдивую информацию. В нем не должно быть обмана или преувеличения.

3.Если вы будете использовать эту простую и понятную всем формулу, вы легко овладеете навыками письма.

4.Большинство PR-специалистов безгранично полагаются на пресс-релизы, однако многие редакторы категорически отвергают этот PR-инструмент.

5.Мы стремимся построить такое общество, в котором будут учтены интересы каждого человека.

6.При редактировании текста следует избавиться от неточности, двусмысленности и высокопарных слов.

Ex.6

Fill in the gaps with appropriate prepositions

1.An increase ___the price ___heating oil is significant ___the North-East, where many homes are heated ___ oil.

2.A journalist may focus ___the plight ___one welfare family.

3.When two or more groups advocate different points ___ view ___a topic

___current interest, this creates news.

4.You should constantly search ___something new.

5.PR writers should always be ___the alert ___events or situations that can be applied ___the employer or client.

42

Ex.7

1. Edit the sentences below adding proper transitions and making necessary changes

Example:

Poor sentence: Willow was used for making bedbug traps, and also it was used for making postal department baskets.

Edited sentence:

Willow was used for making not only bedbug traps but also for postal department baskets. OR: Willow was used for making both bedbug traps and postal department baskets.

1.Women can wear straw hats, and horses can wear straw hats too.

2.You shouldn't pair tart tasting mushrooms with tropically fruity wines, and you should not complement boldly flavored cheese by tropically fruity wines.

3.The party did not abound with drinks. There was hardly any food either.

4.Many children did not hate picking mushrooms, but their parents hate picking mushrooms.

5.The table abounded with composed salads of spicy mushrooms, and there was a variety of mineral water too.

2.There are some transitions missing in the excerpt below. Insert them where necessary

Communication is essential to the success of social and cultural agencies. They call extensively upon their staff of public relations specialists. These groups are not profit-oriented, the practice of public relations on their behalf differs somewhat from that in the business world. Businesses that often have to overcome a negative public attitude, social agencies are regarded as the “good guys” of society. Public relations work for social agencies is not without its share of problems, difficulties and challenges. Some fund-raising operations of some organizations stir doubts among many

Ex.8

Using the prompts below, write a paragraph describing an event and its aftermath. Put the words in the correct form

Model 1: 12 p.m./Thursday/ January 20/ bus/truck/crash/kill/2 passers-by /injure/ten passengers/ Ten casualties/rush/hospital. Lives/out of danger.

Example: At 12 fun., Thursday, January 20, a bus and a truck crashed, killing two passers-by and injuring ten passengers. Ten casualties were rushed to hospital. Their lives are out of danger.

Model 2: Washington/DC/CPSC/IBM/voluntarily/recall/56,000/computor/monitors./Monitor'sc ircuit/board/can/overheat/smoke/pose/fire/hazard/consumers/cause/property/damage.

43

Example: Washington, D.C. CPSC and JBM are voluntarily recalling 56,OOO computer monitors. The monitor's circuit board can overheat and smoke, posing a fire hazard to consumers and causing property damage.

a)3 a.m./March 23/fire/break out/museum/spread/ rapidly/damage/exhibits.

b)No casualties/ report. Result/ fire/100 paintings/ destroy/ interior/ decoration/ damage.

c)early hours/Thursday morning/ April 14/ river Tonm/ overflow/flood/streets/town/ make/cars/float down/streets. Result/ two people/dead/50 citizens/ left homeless.

d)KOP Corporation/recall/ 450, 000 toys. Bottom/toy/ can/ strike over/ child's face/ pose/suffocation/ hazard/cause/ distress/children/ three years old.

e)4 a.m./ Friday/ June 30/massive/ earthquake/ hit/ city Norton/ destroy/ most buildings/kill/ 136 people. Result/earthquake/ 500 people/ lose/ homes.

f)USA HTY company/Los Angeles/recall/over/170,000 bottles/Special Balm. Product/ contain/ more/ than/ five percent/methyl salicylate/ which/ can /poison children/ seriously/ injure/ kill/ them.

g)Snowstorm/strike/city/ force/ many people/stay/ indoors/ limit/ traffic/ten hours. Fortunately/ nobody/injure.

Ex.9

Use information in the chapter case study on p. 192-193 and write a news release, following all the rules

44

Exercises

Ex.1

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

A prerequisite, narrative, to be subject to, to be subjected to, via, thorough, gamut, impropriety, unbridled, coveted, overwhelmed.

Ex.2

Translate the sentences from Russian into English using the studied vocabulary

1.Его выразительное молчание было весьма красноречивым.

2.Он обещал связаться с вами по электронной почте.

3.Самое время выпускать на рынок новый продукт. Но прежде мы должны подвергнуть его тщательному анализу.

45

Ex.4

Insert articles where necessary and explain your choice

Wal-Mart

No traditional retailer, no supermarket, and no catalog store can compete with

___Wal-Mart on ___ price. ___ Wal-Mart has employed ___advance information technology to achieve ___ significant advantage in distribution costs. This became possible due to ___ use of ___data on ___ product packaging. These data are gathered by ___

optical scanners that read bar codes on ___ product packaging. Whenever ___

customer buys anything, ___ data on ___ purchase goes directly – in real time – to

___ manufacturer's plant. Computers prepare ___ manufacturing schedule and instructions on when, how, and where to ship. By tying point-of-sale terminals to suppliers' factories, ___ Wal-Mart made several significant cost savings and was able to low prices to become ___world's largest retailer.

46

Ex.5

Read the corporate fact sheet below and compare it with the daily update fact sheet. Find out all differences

Ex.6

1. Study the two documents: the bio of Paul Bradley and a job vacancy. read the notes and get prepared for a job interview. Then role play the job interview between Paul Bradley and the HR manager of Josh and Touche company. The aim of the interview is to check if Paul Bradley's skills and abilities fit the position

BIO

Paul Bradley, senior writer, has over twenty years' experience as a writer, journalist and editor. A graduate of Vassar College with a bachelor's degree in Journalism, he has worked as a reporter for the Associated Press in Boston. Previously he was a foreign correspondent based in Berlin, covering Eastern Europe. He covered the conflict in Kosovo, traveling frequently to Belgrade. Additionally, he worked as an editor at the China Dail, the China's only English language newspaper. Other assignments have included work for the Kansas City Star and the Detroit Free Press. Mr. Bradley is currently editing projects for Harvard University's development office.

JOB VACANCY

Josh and Touche is seeking a Writer for their consulting firm in Boston, MA. Seek individual to write and edit proposals, internal and external publications, brochures, newsletters, speeches and booklets as well as to coordinate production and distribution. Need a degree in journalism as well as five to eight years of media experience, preferably travel related. Need demonstrated excellence in written communication, strong organizational and creative skills.

47

NOTES:

A. A student taking the role of Paul Bradley should think of examples of his activities and/or details of his projects and choose the style of behavior.

B. A student playing the role of HR manager should be ready to ask questions to get the impression of the candidate's personality.

2. Study the bio of the executive of Palm Source, Inc. and compare it with the bio of Paul Bradley. Analyze the structure of both and complete the blueprints for writing bio stories

Doreen S.Yochum

Chief Administrative Officer

PalmSource, Inc

Doreen S.Yochum is chief administrative officer for PalmSource, Inc. She is a key member of the senior executive team responsible for overseeing all of the operating aspects of PalmSource, Inc.

Prior to this role, she held a number of positions at AT&T, including vice president and chief operating officer for AT&T labs, where she directed the day-to- day operations and was responsible for directing a corporate wide effort to identify opportunities for the research community to contribute to the innovation of new service concepts and technologies.

Before joining AT&T, Dory managed multiple roles in the Chief Information Office organization, where she was both vice president of Human Resources and Service Planning vice president. Dory began her career with AT&T, holding positions in the Treasury, Engineering, and Marketing departments at AT&T and at New Jersey Bell and the Western Electric Company.

She presently serves on the board of AT&T Laboratories, Cambridge, UK. She has served as Advisor to the Consortium for Graduate Study in Management.

Doreen is a graduate of Wilson College. She also has attended Executive Education programs at Stanford University and Harvard Business School.

Ex.7

Make a speech on “Every business needs PR” following all the rules

48

Chapter 10

Public Relations and the Net

Ex.1

Search for, write out and learn words you consider essential from chapter 10

Ex.2

Visit http://aboutpublicrelations.net/toolkit.htm. Find and read the article by Peter Turkington “What is News?”. Make a short speech “What makes a story newsworthy”

Ex.3

Visit www.usa.siemens.com or www.palm.com or www.samsung.com or www.ketchum.com and find out what kind of information about the company, under what titles, is displayed on its site

Ex.4

ON LINE GAME

Divide into two teams. Each team should prepare a set of questions for the quiz. You may find resources for the questions on the Internet, if you visit the sites of leading public relations or advertising companies such as Hill and Knowlton, BursonMarsteller, Shandwick, Ogilvy & Mather PR Group, Ketchum Public Relations, Regis McKenna, Cohn & Wolfe, Creamer Dickson Basford or Russian PR agencies, (www. the company name.com or www. the company name. net). The questions may cover the following fields:

•Areas of the company's operation

•Trademarks

•Date of foundation

•Recent acquisition

•Partners

•Symbols under which companies are listed on the Stock Exchange

•Franchising outlets

•Famous clients

•Interesting historical facts

Note: You can give multiple-choice answers for some questions.

49

Ex.5

Use an appropriate phrasal verb in each sentence

Ex.6

Recall and describe the most successful web-site. Provide sound reasoning

50

Chapter 11

Publicity and the Media

Individual Work

Ex.1

Search for, write out and learn words you consider essential from chapter 11

Ex.2

Make up 10 exercises with the words from chapter 11, exchange with your partner and do all of them

Ex.3

Answer the following questions

1. What do PR professionals accuse journalists of?

2. Why do PR professionals and journalists still respect each other?

3. Why is total objectivity unattainable?

4. The relationship between the media and the organization should be one of healthy adversaries... How do you understand this?

5. What does it mean to be "a good"' or "a bad" journalist? 6. Can a CEO learn to be comfortable with the press? How?

7. What is the role of a PR professional in dealing with the media?

8. What are the principles of dealing with the media? Do you always agree with all the principles? What does the word '"rebuttal" mean?

9. What is the aim of publicity?

10. How does publicity differ from advertising? What are overriding benefits of publicity?

11. When does publicity make sense?

12. Why is a newspaper the most frequent publicity vehicle? What are its advantages/disadvantages?

13.What are other vehicles? What are their advantages/disadvantages?

14.How does a PR professional convert publicity to news and achieve placement?

15.What arc two news-gathering organizations in the USA that form the backbone of the news delivery system? What are business-oriented wires?

16.What are news-gathering organizations in Russia that form the backbone of the news delivery system?

17.What is a media directory?

18.What can help to measure the result of publicity?

51