UNIT II. SUCCESSFUL MEDIA RELATIONS 11

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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.

A strategy for thought leadership

MS& L researched the key issues that impact upon micro businesses and determined that there was a gap in the market for an index to track the impact of inflation on small and micro businesses. From this insight, the idea of the M> B Business Inflation Guide (BIG) was born. It was to be an objective indicator that would measure the cost of running small and micro businesses in the UK. The campaign was not and could not be perceived as a PR survey. It had to be credible and deliver genuinely original insight. For this reason, MS& L and M> B approached Warwick Business School as its academic partner. The backbone of BIG was the identification of a ‘basket’ of 20 of the most important expenditure items for small and micro businesses, broken down by industry sector and region. Using the ‘basket’ as the criteria for measurement, Warwick Business School was able to deliver quarterly updates tracking inflation as it pertained specifically to small and micro businesses.

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

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