Ex. 10. Go over pages 287-289 of the book «PR Today» and the texts of exercises 7 and 8 of the present textbook. Get ready to speak on the following issues of the topic “Crisis Management”:
strong and weak signals in crisis management
the role of PR in political crisis management
tips on non-verbal crisis communication
dealing with the media in a crisis.
Chapter 15. Public Relations: Into the Future
Ex. 1. Answer the following questions:
Why is today’s marketing world called «two/three-paced»?
What four factors have brought about the current massive growth of the PR industry?
What is the meaning of the famous motto Think globally, act locally?
How has reduced state ownership contributed to the recent PR boom?
How have changes in the media affected the development of PR?
Why is PR considered to be essentially an Anglo-Saxon phenomenon? In what ways is the French PR model different?
According to the authors, will corporate social responsibility remain a popular PR specialization? Why (not)?
Is the prognosis for digital PR optimistic?
How is lobbying expected to change in the future?
What issues will healthcare PR face?
What are the expected areas for PR growth?
What obstacles is PR likely to come up against?
What are the three most exciting PR markets in the world today? Why?
Why is PR often considered a manipulative industry?
In what ways is PR at the centre of today’s society?
Why is it impossible to answer the question whether PR is good for the society?
Ex.2. Match the words with definitions.
1. have one’s day (used in the future)
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a. taking into account a situation which already exists and that influences the event
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2. to mount an effective backlash
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b. short of money, impoverished
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3.against a backdrop of
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c. extremely delicate and subtle, skilled in handling a difficult or highly sensitive situation
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4. to enjoy exponential growth
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d. to produce a strong negative reaction to smth
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5. rolling news
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e. a minor difficulty, an interruption or a setback
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6.cash-strapped
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f. to experience success or prosperity
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7. finessed
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g. a debatable question, an issue open to argument, but irrelevant or of little importance
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8. to pull punches
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h. smth you are not interested in but that you do because it will help you to achieve smth else
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9.realm
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i. any continuous news broadcast, esp. 24 hours a day
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10. (economic) hiccup
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j. by or of itself, intrinsically
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11.moot point
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k. to develop at an increasingly rapid rate in proportion to the growing total number or size
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12. a means to an end
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l. to act with restraint or hold back the full force
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13. in-house
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m. no longer interesting because it has been discussed many times before
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14. per se
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n. to become prominent or important
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15. in the ascendancy
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o. to be the support or basis of smth
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16. shop-soiled
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p. the act of persuading smb forcefully to do smth they may not want to do
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17. come to the fore
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q. an area of interest or activity
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18. unforthcoming
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s. an expression used to refer to a sudden, rapid decline in popularity or success
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19. to underlie (the importance of)
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t. utilizing an organization’s staff or resources rather than external facilities
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20. coercion
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u. in a position of power or success
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21. from hero to zero
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v. not inclined to talk about smth
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Ex.3 Complete the words and translate the following sentences into Russian
The bill will be heard, proponents and opponents alike will h___ t____ d___.
Sadly the games press was stunned by the controversy and couldn't m____ an e_______ b_______ themselves.
The election will take place a________ a b___________ of increasing instability.
Looking into the future, we have every reason to believe this field will continue to e_________ e _______________ g__________.
HSJ Live is our r_________ n__________ and information service, keeping you up-to-date with the most important goings on in health leadership.
The new law was designed to keep rubles circulating to c_______-s_______ industries, many of which were unable to pay their workers' salaries.
I would totally try my hand at achieving a f___________ version of the prototype.
Couldn't the critics just p_____ t________ p___________ for a while and help things get started?
Women are not necessarily excluded, but when they enter the r_______ of politics, they enter with a handicap because they play by male-set rules.
The economic h_________ in Asia will not slow down growth in arms procurement.
Many of the recent disclosures rendered this issue a m_____ p_________.
The justification lies in the point of view that the law is not an end in itself, but only a m_______ to an e_______.
Not all companies will necessarily require an i__-h_______ HR.
Agreements in restraint of trade or competition, parallel behavior (such as prices which appear to be fixed) among competitors is not a violation p___ s___.
There is no question that with the rapid economic a___________, there has been an accompanying upward social movement..
The notion of critical transport infrastructure has become a popular myth and, a little like the now somewhat s____-s______ idea of sustainable transport, has become a useful one to hang research grant applications.
The problem has c____ to the f______ again in recent months.
The coach's manner was dour and u________________.
This u____________ the importance of cooperation with regional organizations and the regional commissions.
Mainstream media has become a shocking exhibit of intellectual bigotry and thought c__________.
Two months later he went f____ h______ to z________ with allegations of war crimes, subsequently dropped, against him.
Ex.4. Translate the following words and word-combinations from Russian into English using active vocabulary.
Настанет золотой день; организовать мощную обратную реакцию; на фоне; расти в геометрической прогрессии; канал с 24-часовым вещанием новостей; туго с деньгами; утонченный; очень мягко обойтись с кем-л., не критиковать слишком сильно; в сфере чего-л.; небольшой сбой; спорный, но бессмысленный вопрос; средство для достижения цели; штатный (сотрудник); как таковой, сам по себе; господство, влияние, превосходство, подъем; затасканный (слоган, слово, идеалы и т.д.); выйти на первый план; неразговорчивый; лежать в основе; принуждение; превратиться из неизвестно кого в героя.
Ex.5 Translate the following sentences from English into Russian.
They must await their turn, but they will have their day in the public opinion forum.
Their agenda is very simple, divide and fragment us, before we can ever mount an effective backlash against them.
The conference took place against a backdrop of increasing diplomatic activity.
As WiFi expands its reach, Web conferencing is likely to enjoy exponential growth in its popularity.
On television, for example, viewers no longer have to wait for morning or evening bulletins, since rolling news channels deliver an instant fix.
Despite the occasional exception, internships are primarily used by employers to get free labor — especially by the cash-strapped industries.
A finessed version of this conspiracy theory would talk about how the National Government abolished the local, democratic, control of the Canterbury region and gave it over to a cabal of dairy farming interests.
The Conservative leadership should to pull their punches on the United Kingdom Independence Party.
Although initially hesitant to enter the realm of business, Harry soon took charge of his father's company.
Because of the international scope of the banking industry, many U.S. banks are very exposed to any monetary or economic hiccup in the EU.
If an Anglo-American rivalry for influence in Baghdad had ever existed, the Iraqis had now rendered it a moot point.
The economic indicators are positive, but they are only a means to an end and not an end in themselves.
NDTV is the most respected news and lifestyle network in India which has advertised for the post of In-House Reporter in New Delhi.
It's not a promotion, per se, but it's a step or two up from the kind of work that I was doing before.
The opposition party was in the ascendancy.
The word "magic" has become shop-soiled by generations of handling in reviews of Broadway musicals.
Various ecological issues have come to the fore since the discovery of the hole in the Earth's ozone layer.
He was very unforthcoming about what had happened.
Recent economic experience underlies the importance of a highly skilled workforce.
Our focus here is on information transparency and the protection of journalists and media employees from direct and indirect coercion.
Embroiled in the Watergate scandal, and he went from hero to zero when he became the only president in American history to resign from office
Ex.6. Translate the following sentences from Russian into English using active vocabulary.
Наберитесь терпения, еще настанет золотой день вашей партии.
Ожидается, что религиозные правые организуют мощную обратную реакцию против чиновников из Кентукки.
На фоне общеевропейского слабого экономического роста Литва выглядит не так уж плохо.
В Азии онлайн торговля продолжает расти в геометрической прогрессии.
Гэвен Моррис проработал почти десять лет в международной новостной индустрии, сначала в лондонском отделении CNN, а затем в Дохе, где он создал англоязычное отделение канала Аль-Джазира с 24-часовым вещанием новостей.
Лидеры профсоюзов признали, что эта версия контракта - лучшее, что может на данный момент предложить правительство, у которого туго с деньгами.
Их реформа была шагом в сторону англо-саксонской модели, или, по крайней мере, к ее более утонченной версии.
На сей раз пресса очень мягко обошлась с Сарой Палин.
Я открыт для приглашений выступить с речью и дать интервью прессе по широкому профилю тем, входящих в сферу моих профессиональных интересов.
Небольшой сбой в китайской экономике может отразиться и на нас.
Вопрос о том, стоило ли вообще выпускать этот фильм в прокат, спорный, но бессмысленный.
Я вижу в социальных сетях средство для достижения цели, а не самоцель.
Нам придется расстаться с третью штатных сотрудников.
Дело не в фактах как таковых, а в историческом контексте.
Эти две провинции давно сражаются за политическое господство.
Мне бы не хотелось употреблять такое уже затасканное слово «гений», но он просто лучший журналист из известных мне.
Естественно, что поскольку в деловой и политической сферах выросло число женщин, на первый план вышли гендерные проблемы.
Обычно открытые к общению сотрудники пиар-службы могут оказаться весьма неразговорчивыми, если журналист настаивает на неудачном для компании угле зрения.
Свободная торговля лежит в основе понятия «рыночная экономика».
Было важно, чтобы на выборах не происходило принуждения или запугивание населения.
Всего за несколько месяцев он превратился из неизвестно кого в героя.
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