V. Match the words in the list with words in the table to find common collocations used in the text.

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1. A thankless

2. To keep the faith of

3. To protect your organization’s reputation

4. Official or media

5. To anticipate

6. To presume

7. To provide

8. To feel

9. To receive

10. To avoid

11. To get

12. To build

13. To display

14. To be entrenched

Every possible disaster	The publics	Distracted	In the face of a future crisis	Grace under pressure	The most likely possibilities	Feedback on
Candid feedback	In a narrow perspective	task	In control	Credibility and respect	Announce-ment	Wearing any kind of patterns

VI. Discuss the following questions in groups:

1. What can a PR practitioner do to protect an organization's reputation in the face of a future crisis?

2. What are the main mistakes which can be made in a crises situation?

Speaking

I. Discuss with your partner main tips to remediate the situation.

Imagine the situation that you are a PR practitioner and work for a Pepsodent company. You tried to sell toothpaste in Southeast Asia by emphasizing that it “whitens your teeth”. Your campaign failed and you found out that the local natives chew betel nuts to blacken their teeth because they found it attractive.

II. Speak on the topic:

“The Ways to Face a Crisis before it Happens”.

UNIT V

DIGITAL SEED

Pre-reading tasks

At home watch on the Internet the video to take a tour of Digital Seed and experience it for yourself.

http: //www.digital-seed.com/tour

Then answer the questions:

1. What is Digital Seed and what are its objectives?

2. When you walk into the Digital Seed system what do you see first?

3. What are the key areas of the home screen?

4. Where administrative staff can be found?

5. How can Digital Seed help in on-going face-to-face discussions?

6. What is virtual guide created for?

7. What Information and Communications Technology are used in Digital Seed Modules?

8. What is the main communicative center for Digital Seed where all discussions are aggregated into one page?

9. What does event system present?

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:

1.Our team has identified a massive need in the marketplace for more effective communications tools	A.through this interactive and collaborative technology.
2.What ever you know or believe is of little value to others until	B.of this innovative learning and marketing tool.
3.where you now store this information could	C.a cash crop waiting to be digitized or shall we say, harvested.
4.There are no limits to the methods of delivering your message	D.it is shared in a convincing and credible way.
5.You’ll love the flexibility and the creativity	E.and watch the opportunities grow!
6.Just plant a Digital Seed into your marketing strategy	F.between the distinct generational audiences within many organizations.
7.The knowledge you’ve collected over the lifespan of your organization is	G.be condensed into a space no larger than your little fingernail.

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?

IV. Read Digital Seed benefits again. Then close the book and try to numerate as many of them as you can. Work with the partner.

V. Make a list of the top 5 benefits that are essential in this innovative learning and marketing tool. Explain to the partner your choice.

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

PUBLIC RELATIONS ACROSS CULTURES

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

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