|
Архитектура Аудит Военная наука Иностранные языки Медицина Металлургия Метрология Образование Политология Производство Психология Стандартизация Технологии |
|
|
Архитектура Аудит Военная наука Иностранные языки Медицина Металлургия Метрология Образование Политология Производство Психология Стандартизация Технологии |
АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВСтр 1 из 5Следующая ⇒
МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ Нижегородский государственный университет им. Н.И. Лобачевского Национальный исследовательский университет СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ: АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ ЧАСТЬ 1
Учебно-методическое пособие
Рекомендовано методической комиссией факультета международных отношений для студентов ННГУ, обучающихся по специальности 030602 «Связи с общественностью»
Нижний Новгород УДК 42.8 (07) ББК 143.21я.73 С-25
С-25 СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ: АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ. ЧАСТЬ 1.Составители: Легасова Т.А., Сахно А.А.: Учебно-методическое пособие. – Нижний Новгород: Нижегородский госуниверситет, 2011. – 43 с.
Рецензент: д.полит.н., профессор М.И. Рыхтик
Учебно-методическое пособие содержит оригинальные тексты из периодической печати, интернета и специальной литературы на английском языке и предназначено для работы со студентами 4-го курса специальности «Связи с общественностью» по развитию навыков чтения, говорения, реферирования, ведения дискуссии на базе отобранного языкового материала по темам «Связи с общественностью», «Инновации в инструментах PR», «PR и культура».
Ответственный за выпуск: Председатель методической комиссии факультета международных отношений ННГУ им. Н.И. Лобачевского, к.и.н., доцент О.В. Сафронова
УДК 42.8(07) ББК 143.21я.73
© Нижегородский государственный университет им. Н.И. Лобачевского, 2011 Contents Введение 5 UNIT I. CASE STUDY 6 Pre-reading tasks 6 Reading 6 After-reading tasks 8 Language development 9
UNIT II. SUCCESSFUL MEDIA RELATIONS 11 Pre-reading tasks 11 Reading 11 Scanning 13 After-reading tasks 14 Speaking 14
UNIT III. PRESS RELEASE 15 Part 1. Introduction 15 Pre-reading tasks 15 Reading 15 Useful phrases 16 Scanning 17 Language development 17 After-reading tasks 18 Speaking 19
Part 2. The History of the Press Release 19 Pre-reading tasks 19 Reading 20 Scanning 22 Language development 22 After-reading tasks 23 Speaking 23
Part 3. The Future of the Press Release 24 Pre-reading tasks 24 Reading 24 Scanning 25 Language development 26 After-reading tasks 27 Speaking 27
UNIT IV. CRISES COMMUNICATIONS 28 Pre-reading tasks 28 After-reading tasks 28 Speaking 32
UNIT V. DIGITAL SEED” 33 Pre-reading tasks 33 Reading 33 After-reading tasks 35 Speaking 36
UNIT VI. PUBLIC RELATIONS ACROSS CULTURES 37 Pre-reading tasks 37 Reading 37 After-reading tasks 40 Grammar tips 41 Speaking 42 Введение Настоящее учебно-методическое пособие по английскому языку предназначено для студентов 4-го курса факультета международных отношений, обучающихся по специальности «Связи с общественностью». Пособие составлено в соответствии с программой курса английского языка для высшей школы, построено на материале аутентичных текстов, освещающих проблемы связей с общественностью, предназначено для совершенствования навыков реферирования и перевода, развития всех видов коммуникативного чтения и говорения. При работе со статьями студенты приобретают навыки лексико-семантического анализа текста, конспектирова-ния и компрессии прочитанного материала, составления тезисов. Аутентичные материалы данного пособия позволяют помимо отработки, закрепления и обобщения лексического материала расширить кругозор студентов и ознакомить их с интересными аспектами и новыми инструментами современного пи ара. Учебное пособие содержит 6 частей (units), рассчитанных на изучение в одном семестре. Для углубления знаний по изучаемому материалу предлагается подборка тематических фильмов в интернете с тестовыми заданиями и тематические сайты. Таким образом, пособие предполагает использование новых информационных технологий в процессе работы. Предлагаемая к текстовому материалу система лексико-грамматических упражнений, а также коммуникативных упражнений способствует активному усвоению лексических единиц по темам, а также имеет своей целью развитие и совершенствование навыков монологической и дискуссионно-диалогической речи в рамках предложенной тематики. Основной методологической базой учебно-методического пособия является коммуникативный подход к обучению и творческая работа студентов. Последовательность и полнота выполнения заданий может быть такой, как она предложена в пособии, а также может быть изменена на усмотрение преподавателя в соответствии с его методическими установками или конкретными условиями обучения в той или иной студенческой группе.
UNIT I CASE STUDY Pre-reading tasks Answer the following questions: 1. What do you know about inflation? What definition of inflation can you suggest? 2. What can be the ways of creating branded coverage in notoriously difficult subjects like for instance small business? (Cooperation with prestigious Business Schools, delivering branded coverage across national, regional and trade media…) 3. Is it difficult to provide a high return on investment in the field of small business? Reading Read the text and find the answers for the questions above. The Business Inflation Guide Agency: MS& L Client: More Th> n Business (part of the RSA Group) Fighting for ‘share of voice’ on the subject of small business is notoriously difficult. It is not a topic that generally gets a journalist excited, even on the lightest news day. To launch a platform that, from its first release, generated substantial, strongly branded media coverage while the media agenda was dominated by the biggest corporate failures in history is nothing short of amazing. Developed in conjunction with the prestigious Warwick Business School, the first 16 months of the MORE TH> N BUSINESS campaign (September 2008 to December 2009) generated a PR value of £ 1, 230, 162– an ROI of 29x the cost of the entire programme. The campaign achieved its goal, creating branded coverage for M> B over a sustained period and reaching the insurer’s diverse client base, ranging from plumbers to florists. It also alerted the public to an economic threat facing hundreds of thousands of small enterprises, which together form the backbone of the UK economy.
A national media platform MORE TH> N BUSINESS (M> B), one of the Britain’s most innovative insurance companies and part of RSA Group, worked with MS& L to develop a media strategy that would deliver branded coverage across UK national, regional and trade media. The objective of the campaign was to raise awareness of and demonstrate differentiation for M> B amongst its target audience of independent business owners, typically operating micro companies with less than five employees. The campaign had to deliver high quality coverage that was directly relevant to the target audience, spoke to their issues and provided a high return on investment. Another prerequisite was a programme that could be replicated once per quarter, whilst continuing to deliver substantial coverage. Focusing on M> B’s communications strategy; “to be the champion of the micro business”, it was determined that the campaign needed an ‘ownable’ property. This had to generate coverage but also needed to deliver a thought leadership platform that illustrated M> B’s campaigning activities on behalf of small enterprises.
Maximising the news value To deliver the campaign, there were two main challenges: Although the results of each quarterly index could not be known in advance, they still had to form the basis of a strong news story. To maximise the potential news value, MS& L ran through a variety of scenarios and pre-determined how each could provide the foundation for strong coverage. The second challenge and, probably, the most difficult to overcome, was the domination of the media agenda by big business issues. While big brands had always been perceived as having greater news value than their smaller counterparts, the late Summer of 2008 saw this grow further as companies like Lehman Brothers collapsed. MS& L addressed this difficulty through issues tracking in the run-up to the launch of the first BIG in September 2008 and for the subsequent launches each quarter. This tactic enabled MS& L to sell-in the guide based on issues that were playing most strongly with the media. For the initial launch, the focus was to create awareness of BIG amongst influential journalists with existing or potential interest in small business issues. The second index, in December 2008, built on the momentum and created mass awareness of BIG in UK media. While for each subsequent quarter, the objective focused on positioning BIG as the leading and most credible economic research covering micro businesses. For each of report, MS& L delivered the findings in the form of a press release, a report highlighting the salient points and commentary from M> B and Warwick Business School. A dedicated BIG website was also created for media to use as a one-stop information source.
Return on investment The results of the BIG are unambiguous: Since September 2008, the index has generated 250 pieces of coverage, including 30 national articles, many of which were major half page stories. This provided over 203 million opportunities to see/hear and the report has received very positive comment from the media For the period September 2008 to December 2009, the M> B BIG campaign has generated a PR value of £ 1, 230, 162– an ROI of 29x the total cost of the campaign. The day of publication for the first M> B BIG saw a 600% uplift in page views.
Stephen Roper, Professor of Enterprise at Warwick Business School: " The BIG campaign was conceived, developed and delivered very effectively by the team at MS& L. It has delivered substantial value to the client, probably surpassing their expectations, and achieving wide coverage in national, regional and trade media. From my perspective as a development partner, the project has been marked by high quality input from the MS& L team and effective communication and collaboration. More generally the BIG has created a new source of information about small firms in the UK with the potential to contribute to public policy development in the longer term."
After-reading tasks Language development UNIT II SUCCESSFUL MEDIA RELATIONS Pre-reading tasks Work in groups and discuss the following questions: 1. What is media relations? Why is the media considered to be the lifeblood of effective public relations? 2. Do you agree with PR specialists who say that “personal media contacts” are the key to successful PR? Reading What is Media relations? Media relations involves working with various media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. Public relations firms and agencies can: advice clients on media relations, giving advice on how to build good working relationships; provide media training, teaching people how to work effectively with media; design media kits to give journalists background information; organize press conferences or media briefings to answer questions from journalists; write fact sheets with information about a specific topic; prepare news releases or press releases. It allows access to both large and small target audiences and helps build public support and mobilizing public opinion for an organization. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media. Dealing with the media presents unique challenges in that the news media cannot be controlled — they have ultimate control over whether stories pitched to them are of interest to their audiences. Because of this, ongoing relationship between an organization and the news media is vital. However, nothing inspires more fear and trepidation in public relations professionals than media relations.
Tips to help you build sound relationships with journalists: 1. Have a Good Story Ready to Go. Whether writing a book or a news article, a good story must have certain elements such as a theme, a hero, and a beginning, middle and end, to make it compelling. Journalists recognize a strong story within seconds, so learn how to tell yours quickly and succinctly. That's good storytelling. If you're going to set up set interviews with the press, make sure you have a fully developed story that the reporter will be interested in hearing. Don't expect a reporter to have a list of questions. Instead, make sure you tell them a story so unique and colourful that the reporter can't help but want to ask more questions. 2. Know Your Audience. You wouldn't call potential clients without knowing something about their business, so don't call the media blindly. Before you pitch any media outlet, study it. 3. It's All About Relationships. Whose call are you more likely to take? A vendor you've never spoken to before or one who has taken the time to develop a relationship and truly understands your needs? It is no different with the media. As with any relationship, building trust is critical. If you are upfront about what you can and can't do, reporters will appreciate it and remember. 4. Create the Unexpected. Look for out-of-the ordinary partnerships for spurring media interest. For instance, at Vorhaus, we wanted to position one of our clients, Buick, as a contemporary car company for younger consumers. To do that, we decided that we needed to generate publicity for Buick beyond traditional automotive press. We leveraged Buick's relationship with American fashion designer, Joseph Abboud, to create a joint fashion show/car unveiling. Attending media was far from ordinary: GQ, Men's Health, Vanity Fair and more. 5. Pitching is Fun. When you land your first big story, you suddenly get pitching fever. Here are some quick tips to make those calls easier: a. Use this effective introduction: " We haven't spoken before." Forget the days of pretending to be a reporter's best friend. Journalists don't fall for it and they actually miss the first valuable minutes of your pitch trying to figure out who you are. Be upfront. 6. Be Creative. While it's easy to recycle the same old press releases and fact sheets, infusing your media plans with some innovative thinking will produce stronger, more effective results. For instance, when introducing Peanut Butter & Jelly Cups from Russell Stover Candies, we positioned the product as part of the growing retro trend and tied into adult nostalgia for childhood. We sent out " Wouldn't You Like to Be a Kid Again? " personalized purple lunch boxes filled with jacks, jump ropes and product to media nationwide along with compelling video footage. We reached more than 15 million consumers with the message that our new candy is fun for all ages. Media as diverse as The Rosie O'Donnell Show, Today, Seventeen and Time all covered the product. 7. Good Writing Counts. Adopt a journalistic approach. Look carefully at how reputable publications such as The New York Times or The Wall Street Journal write a story: the lead and quotes they use. Study different types of stories -- features, executive changes, news articles. For the most part, you'll see the inverted pyramid style where the most important information is in the lead and the rest of the story flows from there. Despite recent e-word mania, it's time to eliminate jargon and buzz words. Say what you want, but say it simply and plainly. 8. Have a Strategy. Don't use the same media strategy for every story. Think about whom you want to reach and how to create excitement. The power of the media is unquestionable - the dramatic effect it can have on public opinion and decision making is quite unique. Knowing how to use the media effectively is an essential skill for the public relations practitioner. Success with media relations is a sure way to show that you are at the top.
Scanning
1. Media relations involves… 2. Public relations firms and agencies can… 3. The goal of media relations is… 4. Ongoing relationship between an organization and the news media is vital because… 5. A good story should be compelling because… 6. If you are upfront with a journalist… 7. To spur media interest public relations firms and agencies should… 8. To make pitching easier you should… 9. Infusing your media plans with some innovative thinking will… 10. To adopt a journalistic approach means…
media kits to pitch fact sheets be on deadline buzz words video footage пленка to position the product III. Find words and phrases in the text that mean: a. honest b. a state of fear and anxiety c. current relationship d. to attempt to sell e. persevering f. frugal g. to know your story perfectly well h. concisely i. insuperable After-reading tasks Speaking I. Work in groups of 3 or 4. Imagine you are opening a new PR agency. Brainstorm ideas for successful media relations. Single out the most important steps to develop media relations. Choose the speaker to represent your ideas to the class. UNIT III PRESS RELEASE Part 1. Introduction Pre-reading tasks Work in groups and discuss the following questions: 1. What is a press release? What is the main aim of sending a press release? 2. What news items are announced in press releases? 3. What are the structural elements of a press release?
Reading Useful phrases Writing press releases. 1. Use a headline (in bold) that summarizes what the press release is about. 2. Here are some typical ways to start a press release. [Company] announced today that [Company] is proud to announce the launch of the new… [Company] is introducing… 3. Print the words " FOR IMMEDIATE RELEASE" in the top left-hand margin in all caps. Follow this line with relevant contact information: name, title, address, phone number, email address. 4. Wrap up the last paragraph with a " for additional information" line, a place to find more details. An annual report or a Web site can be great sources of information. Tell the readers of the body of the press release where they can go to get details: For more information about…, contact… More information about… can be found at www.company.com Businesses interested in more information on… should contact… Scanning Language development
предоставлять информационную помощь, привлекать внимание, корректировать, достигать цели, предоставлять информацию, выпускать новый продукт, приостанавливать предоставление услуг, предоставлять сведения из биографии, реагировать на кризисную ситуацию или обвинение, освещать, перевернутый, нисходящий, основное содержание, определяться, увеличивать шансы, умышленно, следовать стандартной форме, шаблон, в обратном направлении, питч письмо, выделение абзаца, поисковая система, печатная копия.
Speaking Prepare a monologue on the following topic: “10 tips on how to make a winning press release”.
Pre-reading tasks Reading Scanning Language development
Традиционные знании в области PR, крушение поезда, убеждать, происходить, бесценный компонент, достойный освещения в печати, время жизни/ продолжительность жизни, распространение интернета, распространять пресс релизы, быть свидетелем, привлекательный, концентратор, инструментальная панель, заставки, предоставлять услуги, отдел новостей, размещать информацию, позволять, совершенный, основательный, заслуживающий внимания.
the Social Web newswire services Smart News Release PRNewswire’s MultiVu multimedia release (MMR) PitchEngine PressLift PRX Builder YouTube, Flickr, DocStoc an online dashboard a wiki-based mashup platform content management systems a newsroom the Web’s migration from 1.0 to 2.0 blogs After-reading tasks Speaking Pre-reading tasks Work in groups and discuss the following questions: 1. What is the most effective way of disseminating news releases? 2. What changes and transformations will a traditional press release undergo in the nearest future? Will Social Media Releases replace old conventional media forms?
Reading Scanning Choose the best ending to these incomplete sentences: 1. The reliance on the mainstream media to break stories about companies and products is … a) increasing b) declining c) persistent and sustained 2. Small and medium-sized businesses gain mainstream coverage from … a) multiple iterations for various audiences, channels, and situations b) the new distribution channels c) conventional media forms 3. In the hope of hitting the publishing jackpot, small and medium-sized companies… a) narrow their focus towards journalists b) are now producing press statements that target web site publishers and bloggers relevant to their niche, as well as targeting customers directly c) are aimed at professionals 4. PR experts believe that the traditional long form press release … a) won’t undergo any changes b) will soon die out c) will continue to be influenced by the brevity and accessibility of social media 5. The evolution of a press release will mainly concern… a) the format of the press release b) Tools, networks and services c) distribution channels 6. The press release will continue to get shorter, … a) for the sake of transparency b) for concision’s sake c) for the sake of consistency 7. The back links generated by press releases a) can help you achieve rankings, authority, and qualified traffic. b) make the volume of news releases significantly decline c) are reason enough to continue syndicating them
Language development I. Give English equivalents for the following: зависимость от, основной, идти на убыль, добиваться освещения в основных СМИ, сосредоточить внимание на журналистах, преуспеть/сорвать куш, быть нацеленным на что-либо, краткость и доступность, содействовать, решение на все случаи жизни, одновременно публиковать в нескольких изданиях, повторное действие/шаг, эффектная реплика, обратная ссылка, лаконичный, распространять новости, распознавать, обмен информацией, лаконичность.
II. Find words and phrases in the text that mean: 1. any text that is reused in new contexts or applications without being changed much from the original; 2. expressing much in few words; brief and to the point; 3. to decrease gradually in size, amount, intensity, or degree; decline; 4. a very short piece of a speech taken from a longer speech or an interview in which someone with authority or the average " man on the street" says something which is considered by those who edit the speech or interview to be the most important point; 5. appealing or answering to a wide range of tastes or needs; 6. a software program that searches a database and gathers and reports information that contains or is related to specified terms; 7. a list of prices; 8. to drive or send off in various directions; 9. incoming links to a website or web page.
III. Fill in the blanks with the suitable words from the previous exercises: 1. Last month, Full Count Communications, a Seattle-area public relations company, ___________ a press release announcing Kaminski's award. 2. You can improve your page rank and keywords ranking by having few relevant ___________for our website. 3. Business Wire, the leader in Press Release Distribution gives hourly updates of business, government; provides business news and _____. 4. President Franklin D. Roosevelt's " We have nothing to fear but fear itself, " is an example of a __________ that uplifted the American people during the Great Depression. 5. There's no easy, _____________ answer. 6. Quizzes are useful public relations tools because their popularity does not _________. 7. It is important to remember _______ should be up to date, clearly written and short in length. 8. We work closely alongside our clients to create clear, ______ and consistent messages that are guaranteed to bring them closer to their desired audiences. After-reading tasks Answer the following questions: 1. What audience do modern small and medium-sized companies try to target when producing press statements? 2. Why are PR professionals experimenting with the new distribution channels? 3. What are the three types of press releases that will assist different audiences, according to Jeff Esposito? 4. Does David McCulloch associate the press release’s future with the media consumption trends? 5. What media and devices will the press release of the future use to deliver its content, according to David McCulloch? 6. Do the back links generated by press releases help to increase web traffic and boost sales? 7. What format will the press release of the future have?
Speaking Prepare a monologue on the following topic: “A perspective on the future of press release distribution services”. UNIT IV CRISIS COMMUNICATIONS Pre-reading tasks At home watch in the Internet a video about crisis communications http: //www.youtube.com/watch? v=QbC2clUC0ss and answer the following questions (use the vocabulary below): (to prolong the crisis or end it sooner; rapid dissemination of information; to acknowledge there is a problem; to articulate steps being taken to solve the problem; to focus on the long term interest of stakeholders; to enhance trust and rapport; each contact should be viewed to transmit the message; to break the story; to speculate on the cause of an incident; to discuss liability and responsibility; to make overly optimistic statements regarding remediation). 1. Can communications initiatives save the product in a crisis situation? 2. Is it appropriate to stay silent and wait the crisis out? 3. Why is it important to give accurate and reliable information, be available, cooperative and active when a crisis has hit your company? 4. The power of the mass news media should be recognised, shouldn’t it? 5. Do the media shape and direct public opinion? 6. What are the main steps for the company during the crisis? 7. Do the media deserve proper access to the crisis information? Why? 8. What shouldn‘t you do during the crisis? 9. How can a site of emergency help in the crisis situation?
After-reading tasks: Crisis Communications Perhaps bad things won't happen if you don't think about them. Most organizational leaders, like most humans in their personal lives, avoid planning for disasters. Because it's usually a thankless task, we often don't take action until after a crisis has hit us, someone we know, or someone who is like us or in an industry like ours. Yet now more than ever, every organization needs a plan. Responding quickly, fully, and truthfully is the only way you can keep the faith of the publics you serve, inside and outside your organization. And human nature remains the same in one way: bad news always travels faster than good news. What can you do to protect your or your organization's reputation in the face of a future crisis - inaccurate, incomplete, or biased government or otherwise official or media announcement; or an attack from someone, especially a credible, well-liked, powerful or well-known figure? Open to Public View Perceptions color reality. If you look angry, resentful, and evasive, even when you are telling the truth, people usually trust their eyes first. Make your appearance congruent with your words, and make your message vivid, truthful, compelling, and succinct. III. Practice snowball first with the adjectives from the text, then with their synonyms, then with their antonyms. (a student says a word, the second one repeats it and says one more, the next student repeats all words and add one more, etc.) Example: 1st. student: vulnerable. 2d st.: vulnerable, ambient. 3d st.: vulnerable, ambient, evasive. …………………………………………………. IV. Complete each sentence with the correct ending:
Speaking UNIT V DIGITAL SEED Pre-reading tasks Reading Read an article about this innovative PR tool and find what advantages you can take of this information to use them in your future PR career. Digital Seed “Our mission is to take your knowledge – digitize it, enhance it, and deliver it in a way that everyone can enjoy it, learn from it and profit from it”. What is Digital Seed? Digital Seed germinated in the creative business minds of a team of software, human growth, and marketing experts at a company called eLuminate, Inc. Our team has identified a massive need in the marketplace for more effective communications tools between the distinct generational audiences within many organizations. What ever you know or believe is of little value to others until it is shared in a convincing and credible way. What we do is help you collect, manage, and deliver the knowledge within your organization to a specific audience in a variety of ways. We allow this knowledge to be conveyed to your audience in a format that best suits their learning style and/or buying habits. Through a sophisticated blend of human ingenuity and proprietary technology, we have simplified the process of getting your message or your product into the hearts, minds, and hands of your audience. Digitizing Content Knowledge is your cash crop. But transplanting this knowledge into the minds and hearts of employees and customers has always been a challenge… until now. The knowledge you’ve collected over the lifespan of your organization is a cash crop waiting to be digitized or shall we say, harvested. All of the web copy, books, tapes, CD’s, 3-ring binders, and overstuffed file cabinets; where you now store this information could be condensed into a space no larger than your little fingernail. Whether you want to train a sales force, teach students, or inspire the masses, Digital Seed is the channel of choice.
Digitizing Delivery There are no limits to the methods of delivering your message through this interactive and collaborative technology! You’ll love the flexibility and the creativity of this innovative learning and marketing tool. Just plant a Digital Seed into your marketing strategy and watch the opportunities grow! Your audience can: - Read content on screen, print out a lesson or a chapter, or download a PDF to their digital reader; - View entertaining videos from their desktop at their convenience; - Listen at your website or download content to iPods or MP3 players; - Have all the information they want in any format they want when they want. Digital Seed Benefits - Lower marketing costs - Engage readers/visitors at deeper levels - Create committed and supportive communities around your content - Make learning fun - Support personal mastery - Create personal-growth performance-based metrics - Give mini-seminars online - Create learning groups on your topics - Build a loyal community around your book or content - Connect people globally - Entertain while you inform and educate - Clearly convey your message to a specific audience - Entice customers to say “Yes” - Build brand value faster than traditional marketing - Gain publicity easier - Create massive word of mouth marketing - Providing metrics to track marketing - Receiving instant feedback on marketing efforts - Deliver distant seminars
After-reading tasks I. Find words in the text that mean the following: a) to intensify or increase in quality, value, power, etc.; improve; b) to transcribe (data) into a digital form so that it can be directly processed by a computer; c) inventive talent; cleverness; d) to grow or cause to grow; develop; e) the period of time during which a human being, animal, machine, etc., may be expected to live or function under normal conditions; f) of, relating to, or belonging to property or proprietors; privately owned and controlled; g) having refined or cultured tastes and habits; h) to reduce or be reduced in volume or size; make or become more compact; i) capable of being believed; trustworthy or reliable.
II. Complete each sentence with the correct ending:
III. Discuss the following questions with the partner: a) What was the reason for Digital Seed emerging? b) What was innovative in this new PR and marketing tool? c) What Digital Seed can be used for? d) Are there any limits to the methods of delivering your message through this interactive and collaborative technology? Why?
Speaking 1. Imagine that you are a PR practitioner and you are being interviewed by a famous marketing specialist on the topic of innovative PR tools. Create a discussion with your partner using information about Digital Seed. 2. Prepare a report about innovative PR tools using Digital Seed by way of example. UNIT VI Pre-reading tasks I. At home watch a short video on the Internet about culture differences. http: //www.youtube.com/watch? v=Xp2dEM1jJOM& feature=fvw
II. Answer the questions: 1) Is cross cultural understanding essential in today’s multicultural world? 2) Is it important to raise awareness of cross-cultural differences from your point of view? Why? 3) What communication problems can you face when dealing with a foreigner? 4) Don’t you think that every culture is individually experienced and perceived?
III. You are going to read an article about the impact cross cultural awareness can have on the success or failure of a PR campaign. Think about three things you anticipate are going to be mentioned in the article. Discuss with a partner. Reading Language and Culture In order for a PR campaign to be 3) ……. abroad, an appreciation of the target language and its cultural nuances is necessary. The PR and advertising industries are littered with examples of poor translations and a lack of cross cultural understanding leading to PR 4) …….. For example, when Ford launched the “Pinto” in Brazil they were puzzled as to why sales were dead. Fortunately they found out that Brazilians didn’t want to be seen driving a car meaning “small male genitals” and promptly changed the name. Translation of documents, slogans and literature must be checked and double checked for meanings and cross cultural nuances. This should not only take place between languages but also within languages. Even in English there are cross cultural differences in meanings. For example, the airline UAL headlined an article about Paul Hogan, star of Crocodile Dundee, with “Paul Hogan Camps it up” which unfortunately in the UK and Australia is slang for “flaunting homosexuality”. The Spoken Word Areas where the spoken word is used in PR, such as press conferences or interviews, should be prepared for within a cross cultural framework. In short, speaking styles and the content used differs across cultures. British and American communication styles are described as “explicit” meaning messages are conveyed solely through words. Correlating background information is deemed and divulged, ambiguity is avoided and spoken words have literal meaning. In many other cultures, communication is “implicit”. The message listeners are likely to interpret is based on factors such as who is speaking, the context and non-verbal cues. Spoken words do not fully 5) ……. the whole story as listeners are expected to read between the lines. With relation to content, speakers must be aware of the cross cultural differences in humour, metaphors, aphorisms and anecdotes. In addition, references to topics such as politics and/or religion can be a very sensitive issue in other cultures. When the spoken word is used 6) ……. must be incorporated in order to help the speaker appeal to and with the audience. The Written Word Press releases, features and copywriting all 7) ……. certain amount of cross cultural sensitivity when being applied abroad. Journalistic traditions, writing styles, news worthiness, delivery systems and whether a “free press” exists are all areas that will affect how the written word is tailored. In addition, the most important point, from a cross cultural perspective, is how to write in a way that engages the readers in that society or culture. Some cultures may prefer colourful and inspirational writing, others factual and objective. Some may be motivated by language that incorporates a religious or moral tone, others by a 8) ……. or materialistic one. When writing, the first step should always be to look at and integrate the cross cultural particulars of the target audience. Communication Channels PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, Internet and public spaces. However, these channels may not always be applicable abroad. In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the Internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious. The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO’s. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners. PR Materials The use of publicity materials in PR campaigns such as logos, slogans, pictures, colours and designs must all be 9) …….. Pictures of seemingly innocuous things in one culture could mean something different in another. For example, a company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad failed as animals are considered to be a low form of life in Thailand and no self respecting Thai would wear anything worn by animals. Similarly, logos or symbols are culturally sensitive. A soft drink was introduced into Arab countries with an attractive label that had a six-pointed star on it. The Arabs interpreted this as pro-Israeli and refused to buy it. Conclusion The above cited areas are but a few of those that require decent cross cultural assessment by PR practitioners if they wish their international and cross cultural campaigns to succeed. The aim of implementing a cross cultural analysis in PR is to build campaigns that target the audience as best as possible, meaning appealing to their world view while avoiding offence. After-reading tasks Grammar tips Speaking 1. Prepare a report how to build international communication bridges properly; 2. Choose any country you wish and examine cross cultural differences. Then create an imaginative PR campaign on the basis of your researches. Report your story to the group; 3. Imagine you are holding a PR campaign in Southeast Asia to promote toothpaste. You have to recognise cross cultural differences to succeed. Discuss with your partner your objectives and tactics. СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ: ЧАСТЬ 1
Составители: Татьяна Александровна Легасова Анна Александровна Сахно
Учебно-методическое пособие
Государственное образовательное учреждение высшего университет им. Н.И. Лобачевского». 603950, Нижний Новгород, пр. Гагарина, 23.
Подписано в печать. Формат 60´ 84 1/16. Бумага офсетная. Печать офсетная. Гарнитура Таймс. Усл. печ. л. 2, 7. Уч.-изд. л. Заказ №. Тираж 100 экз.
Отпечатано в типографии Нижегородского госуниверситета им. Н.И. Лобачевского 603600, г. Нижний Новгород, ул. Большая Покровская, 37 Лицензия ПД № 18-0099 от 14.05.01
МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ Нижегородский государственный университет им. Н.И. Лобачевского Национальный исследовательский университет СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ: АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ ЧАСТЬ 1
Учебно-методическое пособие
Рекомендовано методической комиссией факультета международных отношений для студентов ННГУ, обучающихся по специальности 030602 «Связи с общественностью»
Нижний Новгород УДК 42.8 (07) ББК 143.21я.73 С-25
С-25 СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ: АНГЛИЙСКИЙ ЯЗЫК ДЛЯ PR–СПЕЦИАЛИСТОВ. ЧАСТЬ 1.Составители: Легасова Т.А., Сахно А.А.: Учебно-методическое пособие. – Нижний Новгород: Нижегородский госуниверситет, 2011. – 43 с.
Рецензент: д.полит.н., профессор М.И. Рыхтик
Учебно-методическое пособие содержит оригинальные тексты из периодической печати, интернета и специальной литературы на английском языке и предназначено для работы со студентами 4-го курса специальности «Связи с общественностью» по развитию навыков чтения, говорения, реферирования, ведения дискуссии на базе отобранного языкового материала по темам «Связи с общественностью», «Инновации в инструментах PR», «PR и культура».
Ответственный за выпуск: Председатель методической комиссии факультета международных отношений ННГУ им. Н.И. Лобачевского, к.и.н., доцент О.В. Сафронова
УДК 42.8(07) ББК 143.21я.73
© Нижегородский государственный университет им. Н.И. Лобачевского, 2011 Contents Введение 5 UNIT I. CASE STUDY 6 Pre-reading tasks 6 Reading 6 After-reading tasks 8 Language development 9
Популярное:
|
Последнее изменение этой страницы: 2016-07-13; Просмотров: 1583; Нарушение авторского права страницы