книги / PRactice Book
..pdfChapter 12
Electronic Media
Essential Vocabulary
To air smth on a program (to be on the air) - if a program is on the air it is being broadcast. E.g. We’ll be on the air at the same time next week
To proclaim - to state officially and in public; to reveal. E.g. His accent proclaimed him (to be) a foreigner.
Brouhaha – a big fuss. E.g. The election brouhaha drove them crazy.
Amazing – surprising, especially in case someone is doing smth impressive. E.g. He is an amazing player to watch. He is so fast. Astonishing – so surprising that it is difficult to believe in. E.g. The way such a small spider creates such a large web is astonishing. Astounding – 1 so surprising that it is almost impossible to believe in. E.g. The results of the tests are astounding. More than half of the patients are now completely free of cancer. 2 surprising but often unexpected and very bad. E.g. The employees’ rudeness seemed extremely astounding.
To update – to make smth such as a design or system more modern by adding the most recent information or parts so that it does not become useless or oldfashioned. E.g. His PC urgently required being updated.
In terms of – concerning; from this or that point of view. E.g. In terms of common sense that would be the best way out.
To experience – to undergo smth that happens to you, causes you to change or influences you in some way. E.g. He has experienced a lot during his life.
To confuse – to make someone feel worried and uncertain, e.g. about what smth means or what is the right thing to do, especially when there are several possible meanings or several things that could be done. E.g. Do not show him another way of doing it – it’ll only confuse him. To bewilder – to make someone feel very confused and have a surprised expression on the face because of not knowing why smth is happening or because things are happening very quickly. E. g. “What’s happening” asked the bewildered young man as he opened the door to four policemen. To embarrass – to make someone feel uncomfortable in a social situation, especially when someone has said or done smth that makes him seem stupid. E.g. I hope I did not embarrass you in front of your friends.
To puzzle To witness by To wrack
Newsman, newscaster, host, anchor To boast a domestic audience of International viewership
To package some news into some formats Knock-offs
To blur the boundaries Footage
To contemplate, reflect on, mull over To issue a VNR
A linkup
52
Word Combinations and Phrases
To smack of racism To be likely to do smth In particular
To overwhelm To cover details To play straight Given
To drop out of
To fight back
To turn to
To radiate enthusiasm To enhance the interest At no cost
To be worth By far
To beat around the bush Salacious
Phrasal Verbs
To roll into To back off
To stir up (a storm)
Exercises
Ex. 1
Read the following words. Look up their pronunciation in a dictionary
Awesome, controversy, preamble, racism, distribute, caveat, spontaneity, privatization
Ex. 2
Find the above written phrasal verbs in the chapter, explain their usage and meaning, make up sentences of your own
Ex. 3
Choose the appropriate word
Amazing, astounding, astonishing
1.In the area around London house prices rose by an_______200 per cent in three years.
2.It is _______that a single word can be so significant.
3.The fact they could commute to work, do two jobs and still have some time for a social life was_______
4.The size of the budget deficit will be________
Embarrass, confuse, bewilder, puzzle
1.The newsman ________his guest by the smack of racism in his words.
2.All the customers stood _________as the bank robber made off with a stash of money.
3.What _________me is why people are usually so keen on gossiping?
4.Many young people are ________about what career to choose – there are so many possibilities.
53
Contemplate, reflect on
1.Having ________I have made up my mind that it would be better to cancel the meeting.
2.At last he had a chance to ________all past events.
3.John is an adept journalist. He has never ________leaving his job.
Ex. 4
Paraphrase the following sentences using essential vocabulary and word combinations and phrases
1.Before he participated in the tournament he had been full of enthusiasm.
2.If we mention all the details and stop being vague their interest will increase.
3.They proudly noted that they had 100000 viewers only within the USA, leave alone Europe.
4.They were more inclined to believe his words rather than her promises.
5.A PSA can be broadcast without spending the sponsors’ time and money.
6.Could you, please, keep to the point!
7.Stop making a fuss about that! It is too early to get worried!
8.Speaking about the quality of your speech, it leaves much to be desired.
9.If we have some spare time, we will devote it to mastering our speaking skills.
10.From the ethical point of view, a PR officer should always be honest.
Ex. 5
Translate the following sentences from Russian into English
1.Передача, вышедшая в эфир в прошлое воскресение, поразила всех едкими комментариями ведущего.
2.Все PR-специалисты задаются вопросом, стоит ли поднимать шум вокруг профессиональной этики.
3.Непристойные выражения неуместны в развлекательном телевизионном формате.
4.Президент в прямом эфире официально заявил, что сохранение безупречной репутации в значительной степени зависит от целого ряда факторов.
5.На данный момент совершенно размыты границы между понятиями «добро» и «зло».
Ex.6
Find all the adjectives which could be used with the word “news” in the chapter. Explain the meaning of all the combinations
Ex.7
Imagine that you are giving a report at an international media conference. Briefly speak on the topic “Electronic media”
Ex.8
Prepare and handle a TV interview following all the instructions. Observe and analyze your partners’ interviews
54
Chapter 13
Integrated Marketing Communications
Essential Vocabulary
A maxim – a principle
To succeed in – 1 to follow; to take the place of. E.g. Each succeeding day. 2 to do well; to do what you have been trying to do. E.g. This book says how to succeed in business.
To maintain – to keep smth working. E.g. Never stop maintaining your car.
To support (to back up) – to want and help a person, a group, or a plan to succeed. E.g. The People’s Daily featured an article supporting political reforms along Western lines.
To sustain – to keep smth going. E.g. The singer sustained a high note. Sustained – which continues for a long time. E.g. sustained effort, sustained
development.
Sustaining – which will support. E.g. What you need now is thick sustaining soup.
Rumor – information that is passed from one person to another and is often either untrue or only partly true. E.g. The truth has finally come out after months of rumor and gossip in the newspapers.
To eliminate (problems) – 1 to remove; 2 to exclude someone after a test. E.g. Three teams were eliminated in the first round.
Complicated – difficult to understand. E.g. DNA has a complicated chemical structure.
Complex – having many different parts. E.g. This is a complex device that uses the latest laser technology.
To reach – 1 to stretch out. E.g. He reached out and grabbed the glass. 2 to arrive at. E.g. We reached home at 10 o’clock.
To achieve – to reach a goal; to succeed. E.g. He will never achieve anything because of his laziness.
Integrated marketing Cross-training
To lead some initiative Product recall Unholy alliance
To make the public aware of Multichanneled outlet
To come through press coverage Third-party endorsement Intrinsic value
Sales punch
To air smb’s viewpoint A staple in PR arsenal
55
Word Combinations and Phrases
To expand the horizons |
Versus |
The fact remains |
In brushfire manner |
To pinpoint |
At all costs |
To take advantage of |
Scarce resources |
To be greeted with catcalls |
Ancillary |
An adjunct to |
Reprehensible |
To initiate an advertising campaign |
To keep pace with |
To question |
To disclose the information origin |
To streamline costs |
|
Phrasal Verbs |
|
To guide through |
To labor over |
To go beyond |
To concern with |
To aim at |
To plan ahead |
To come up |
To water down |
Exercises
Ex. 1
Read the following words. Look up their pronunciation in a dictionary
Horizon, ancillary, unique, anonymous, criteria, maintenance, a protest, to protest
Ex 2
Choose the appropriate word
Support, maintain, sustain
1.The prospects of the ________development are rather attractive.
2.I have always ________the Democrats.
3.The _________department is responsible for after-sales technical services.
4.I need your _________badly.
Complicated, complex
1.All the equipment they use for keeping fit these days seems pretty_________.
2.This language is rather simple. It does not have a ________ structure.
3.A predicament is a _________situation.
Reach, achieve
1.They _______ agreement on all the points under discussion.
2.He ________ popular success only late in life.
3.When you are over 50 you should start estimating your________.
4.They ________ the destination at no time.
56
Ex 3
Paraphrase the following sentences using essential vocabulary and word combinations and phrases
1.Our main principle is “Remove obstacles and barriers by all means!”
2.You would better help him. He has faced a difficult situation.
3.An eternal question is: Should we inform the public about our main PR tools?
4.I do not want to be spoken of! They have got a bad habit to make everything larger than it actually is!
5.A CEO always wants his employees to take the initiative and carry it on.
6.Every person has the right to express his/her point of view.
7.He was extremely surprised by the details printed in the morning newspapers.
8.They did not manage to reinforce their company’s performance.
Ex 4
Insert the most appropriate word combination or phrase
1.These salacious actions seem to be________.
2.Before you ________an advertising campaign always get all main and
________tools at hand.
3.In order to be ________one should always _________the everchanging world
4.Which is ________to which? Advertising to marketing or visa versa. But the fact
_______they are inextricably________.
5Always ________what you want and need. Otherwise you will never_________.
Ex 5
Translate the following sentences from English into Russian
1.Most organizations now realize that PR can play an expanded role in marketing.
1.Marketers treated PR as an ancillary part of marketing mix.
2.General image problems of particular companies were fanned by media criticism.
3.Both practices are considered equally reprehensible.
Ex6
Translate the following sentences from Russian into English
1.Все чаще потребители протестуют против недоброкачественных и небезопасных товаров. Их протесты заставляют компании быть более внимательными к качеству товара на рынке.
2.В наши дни компании готовы отозвать продукт с рынка, если он не соответствует стандартам качества.
3.3 Некоммерческие организации, находясь под давлением правительства, вынуждены рационализировать свои расходы.
4.В сложившейся ситуации необходимо всеми средствами добиваться поддержки третьих лиц.
5.Все наши идеи были приняты с неодобрением и большим скепсисом, возможно, кто-то может предложить что-то более продуктивное и подходящее?
57
|
Ex7 |
|
|
Match the phrases on the left with those on the right |
|
1. |
The court has gone beyond |
A. to avoid offending certain |
|
|
groups, that it hardly had any |
|
|
meaning |
2. |
If you labor over perfecting your style |
B. its powers in declaring the |
|
|
doctor guilty in spite of an earlier |
|
|
judgment in his favor |
3. |
His political statement was so watered down |
C. far enough you will save a lot of |
|
|
money |
4. |
If you plan ahead |
D. matters that are not your |
|
|
business |
5. |
Do not concern yourself with |
E. make sure that it does not sound |
|
|
false and stiff |
Ex 8
Create a story with all possible vocabulary, word combinations and phrases
Ex 9
1.Read the quotations below and comment on the relations between PR and marketing in Russia
2.Air your viewpoint on the topic “PR and marketing in the XXI century
Одна из важнейших функций PR – sales promotion. По мнению Сергея Михайлова (генеральный директор фирмы «Михайлов и партнеры»), это та точка, где PR и реклама чаще всего пересекаются: продвижением товара занимаются и специалисты по PR, и рекламные агентства, и маркетологи. Вероника Моисеева из «Имиджленда» с ним согласна, но особенно выделяет средства PR: «Наши акции при продвижении товара: подготовка special events в магазинах, работа с референтной группой, раздача образцов, так называемое «сарафанное радио» – все это дешевле прямой рекламы, но имеет колоссальный эффект. Например, продаются женские колготки с лотереей или каждый десятый коктейль – бесплатный. Это – чисто «пиаровская» форма. В арсенале маркетолога эти методы есть, но ему не хватает гибкости, коммуникабельности, эмоциональности, театральности, а это – наша привилегия.
58
Chapter 14
Employees
Essential Vocabulary
To outrank (Br)/ rank (Am) – to be in a higher position in an organization. E.g. They have a system in which successful sales staff will outrank less successful employees, regardless of qualifications.
Afford – to have enough money or time to do smth. E.g. I can’t afford spending too much time on, Monday is the deadline.
Allow – if someone such as a teacher, manager, parent or police officer allows someone to do smth, they let them do it. E.g. the government has allowed the present economic crisis to get completely out of control.
Trust gap
Challenge (to pose challenge, overriding challenge) Empowerment
Resultant relations To keep tabs on Rank-and-file workers First-line supervisors Immediate supervisors Senior management Hard-nosed employee Savvy employee
To honor an employee Benefits booklets
To get swallowed up in smth To appreciate
To value To estimate To resort to
To dispatch a publication To supplant
To circulate Bulletin boards
Second string information channel Grapevine
|
Word Combinations and Phrases |
To poke fun at smb |
For granted |
On a regular basis |
To stand the test of time |
To take pains |
To hit the stands |
In respect of |
To have a voice in decision making |
59
Phrasal Verbs
To concern about To shield down To keep abreast of To tap into
To come down To scrape away To result in
Exercises
Ex.1
Read the following words. Look up their pronunciation in a dictionary
Ambassadors, rapport, basis, percent, strategic, personnel,
Ex.2
Match the phrases on the left with those on the right
1)trust gap
2)to allow
3)to take pains
4)to concern about
5)to come down
6)to poke fun at smb.
7)to keep abreast of
A)to keep pace with
B)to worry
C)to tease
D)lack of trust
E)to fall, decrease
F)to permit, to let
G)to make an effort
Ex.3
Fill in the gaps with the studied vocabulary
1.She doesn’t ______smoking in the house.
2.Everybody wants their ideas to be heard and undoubtedly every employee is eager
______.
3.He always reads ______to be informed of the company’s achievements.
4.If employees feel that they are ______that they are treated as an important part of the organization, they will______
5.In order to ______companies should always ______modern technologies.
6.I don’t feel ______ him, he is a ______employee!
Ex.4
Translate the following sentences from English into Russian
1.Employees must be respected for their worth and values as workers. They must be treated with respect and not as interchangeable commodities.
2.A researcher who keeps tabs on an employee’s opinion finds evidence of trust gap that exists between management and rank-and-file workers.
3.Today the staff is generally younger, increasingly female, more ambitious and career oriented, less complacent and less loyal to the company than in the past.
60
4.For years bulletin boards were considered second string information channels, but now they have experienced a renaissance and now are being used to improve productivity, cut waste and reduce accidents at work.
5.Thus, even though most employees vastly prefer information from their supervisor over what they learn from rumors, many still rely on the grapevine as a primary source of information.
Ex.5
Translate the following sentences from Russian into English
1.Главное в создании видео для внутреннего пользования – это определить, какие задачи компания хочет решить, затем все тщательно спланировать, и наконец, достичь целевой аудитории с помощью высококачественного вещания.
2.Изменившиеся условия на рынке труда ставят новые задачи перед теми, кто отвечает за работу с персоналом.
3.Сотрудники – люди умные. Их не обманешь, ведь они проводят в компании целый день. Они обычно знают, что происходит в компании и честно ли по отношению к ним руководство.
4.Во многих организациях основной источник информации – не Интернет и не киберпространство, а слухи, последствия которых могут быть разрушительными.
5.Завоевание доверия, искренность, ответственность – вот основные цели общения с персоналом в XXI веке. Большее доверие со стороны сотрудников сделает их более работоспособными и преданными делу.
6.После недавнего кризиса руководству пришлось приложить немало усилий, чтобы восстановить доброе имя компании.
7.Большинство сотрудников не хотят, чтобы их работу считали чем-то само собой разумеющимся.
8.В современном деловом мире больше не существует понятия «пожизненный найм», в любой момент сотрудник может получить расчет.
9.Материальные блага лишь частично стимулируют эффективную работу. Не следует забывать и о моральном поощрении.
10.Недостаточное внимание к вопросу внутренних коммуникаций привело к тому, что сотрудники полагаются на слухи как основной источник информации.
Ex.6
Paraphrase the following sentences using essential vocabulary and word combinations and phrases
1.In a war anything can be easily spent – money, equipment or most usually men.
2.Unfortunately, there are managers who are not fully aware of the danger of making people redundant.
61