Пособие. Учебное пособие по английскому языку уровень с1 Под общей редакцией А. А. Тычинского Издательство мгимоуниверситет
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Ex. 6. Render the following text: Public Speaking- Learn how to Pitch a Product or Motivate a Crowd Here we are going to talk about how to become a great public speaker weather you are pitching a product on shark tank, giving a business presentation to inform others about your company or doing motivational speaking. There are many forms of speeches that you can give. Some may be a minute pitch to as long as 2 hours. The type of presentation you give will depend on who your audience is. When you speak to a crowd you need to cater to that audience. What age group are they? What are you trying to inform them about or persuade them to do? The better you know your audience and the topic you are speaking on, the better presentation you will give. 5 Key Tips to Give a Great Presentation: Capture their Attention– at the very beginning you want to grab the audience’s attention so they are hooked in from the start. Start with a question or inspirational story. Let them know at the beginning what you are going to talk about. Relate to your Audience– what you know a lot about may not be as clear to who you are speaking to. Try to relate your message to your audience and put it in terms they can understand. For example with my product the Arctic Stick, I ask the audience “have you ever had a warm drink on a hot day?” Almost everyone can relate to that. Next I will ask “Have you ever took the time to try and put ice cubes inside a regular sized bottle?” Most people have also tried it and its time consuming. Then I say “the Arctic Stick easily fits inside any bottled beverage and keeps it colder for a longer period of time”. I state a problem everyone can relate to then tell them how my product the Arctic Stick will solve that problem. Speak visually– When you speak to your audience use words that they can picture in their mind. For example: When I tell my story about how I came up with the idea of Arctic Stick I say “It was a hot day in July and it had to be 100 degrees out. I was soaking with sweat and felt like I was taking a bath. The front cab of my truck felt like a oven and I was craving a cold bottled beverage”. I explain it with words that allow you to visualize what I’m saying and enable you to picture it in your head. Tell a Story– Some of the best speakers on this earth are great because they are great at telling a story. Tony Robbins is probably one of the best at doing this. He tells great stories that you don’t forget and inspires his audience. Tell your personal story that comes from the heart. People can see when you are speaking from the heart and they can feel it. Most people don’t remember more then half the things you talk about in your presentation, but if you tell a story then they are much more likely to remember it. End with a Bang– You always want to have a great ending that you can leave the audience feeling good about. Give an inspirational story or read a quote that has meaning to you. Give a clear call to action to what you want your audience to do. Do you want them to go buy your product, or are you persuading them to donate for a special cause? Whatever it is you want to give a clear command to your audience. To become a great speaker you need to speak on what you are passionate about and what you have a lot of knowledge in. Speaking in Public not only motivates and inspires people but it also gives you credibility for the topic you are talking about. Over time you will be seen as an expert in this area, allowing you to become more valuable to people, and giving you the ability to make lots of money. Ex. 7. Render the following text from Russian into English: Как, через кого и какими способами продвигать товар на рынке? На эти вопросы отвечает коммуникативная политика в маркетинге. Она направлена на извлечение прибыли через воздействие на формирование субъективного восприятия товара покупателями в отличие от других элементов комплекса маркетинга, объективно воздействующих на поведение покупателя. В маркетинге выделяют четыре основных вида продвижения. Коммуникативная политика представляет собой реализацию на практике четвертого элемента маркетинга «promotion» (англ. «продвижение»). Она предусматривает решение задач, связанных с тем, как, через кого и какими способами продвигать товар на рынке. Коммуникативная политика в маркетинге направлена на извлечение прибыли через воздействие на формирование субъективного восприятия товара покупателями в отличие от других элементов комплекса маркетинга, объективно воздействующих на поведение покупателя. Продвижение — это мероприятия, направленные на повышение эффективности продаж через коммуникативное воздействие на персонал, партнеров и потребителей. Продвижение преследует двоякую цель: активацию потребительского спроса и поддержание благоприятного отношения к компании. При этом продвижение выполняет в маркетинге целый ряд важнейших функций: Информирование потребителей о товаре и его параметрах. Конкурентные преимущества товара и любые связанные с ним инновации бессмысленны, пока о них не узнает потребитель. Донести эту информацию до потребителя — важная функция продвижения. Так, ультразвуковые стиральные машины «Ретона» будут покупать тогда, когда производитель объяснит, в чем их преимущество по сравнению с обычными стиральными машинами, а восторженные владельцы подтвердят это. Формирование образа престижности, низких цен и инноваций. Ключевое слово в этой фразе — «образ». Речь идет о формировании у потребителей такого представления о товаре, которое часто превосходит его реальное потребительское содержание, выделяя товар из общего ряда (шампунь «PH 5.5», пластиковые окна «без свинца» и т. д.) Поддержание популярности товаров и услуг. Речь идет о напоминании потребителям о важности и нужности в их жизни предлагаемого товара. Не дай бог, потребители забудут о том, что только с Coca-Cola в Новый год «праздник к нам приходит». Изменение стереотипов восприятия товара. Далеко не всегда стереотипы восприятия товара соответствуют ожиданиям производителя и поставщика. Переломить негативную тенденцию можно помощью специальной кампании продвижения. Так, когда южнокорейская корпорация Samsung увеличила срок сервисного обслуживания до 3 лет и построила на этом свою кампанию продвижения, ее целью было убедить потенциальных покупателей, что бытовая техника Samsung не менее качественная, чем у японских конкурентов, а цены ниже и сервис лучше. Стимулирование участников системы сбыта. Поставщики с непрямыми каналами сбыта осуществляют продажи не потребителям, а посредникам. Тогда как независимые посредники ориентируются на конечный спрос, а не на поставщиков. Лучший способ заставить посредников увеличить закупки — стимулировать конечный спрос через продвижение. Продвижение более дорогих товаров. Цена товара перестает быть решающим фактором при принятии решения о покупке тогда, когда товар приобретает в восприятии потребителей новое уникальное качество. С помощью кампании продвижения потребителям объясняется, что, несмотря на высокую цену, сковорода Tefal в отличие от аналогов конкурентов обладает съемной рукоятью и компактно помещается в кухонном шкафу. Благоприятная информация о предприятии. Это результат того, что у нас часто называют «скрытой рекламой» (спонсорство, меценатство, социальные проекты и др.) Несмотря на увлечение этим видом продвижения, он является последним по значимости. Если товар некачественный, цена его высокая, а восприятие потребителями негативное, то никакое спонсорство не заставит его покупать. Ex. 8. Translate the following text from English into Russian and provide your feedback on the topic. The Evolution of the New Business Pitch If you work in PR, the following scenario is likely all-too familiar: you receive a request for proposal (RFP) for a new business prospect. There are set criteria and you have a specific amount of time to complete your answers and submit the proposal. Questions may go back and forth between the prospective client and the client team. Many hours are spent assembling the team, confirming the strategy and organizing the information. Certain agencies are shortlisted to come in and present their big ideas and shortly thereafter, the winning agency gets a congratulatory phone call and a new client-agency relationship is born. The entire process can take anywhere from several weeks to several months. But what if that whole process could be shortened into two hours, tops? That’s what happens during a competitive, same-day pitch challenge – an increasingly popular way for Canadian clients to choose their agency partners. It’s popular because it is an efficient decision-making process and demonstrates how teams work in real time. Sometimes the process can take two hours – sometimes a day. Here’s how it works. Typically, a client will present two or more agencies with a specific task, such as how to execute a piece of an existing plan. Agency teams are given a briefing on-site (no advance planning or research is usually required), followed by a limited amount of time to convene and form ideas, and then a brief presentation of the idea. What is often provided in advance are criteria by which the agency is going to be judged. This typically includes things like how well the agency understands the brief and the target consumer; their strategic thinking, creativity and channel considerations to reach the target consumer; and the chemistry, or “fit,” of the team. So how do we typically feel about these same-day pitch challenges? In a word: amazing. Here’s why: You have to think strategically and creatively under a time constraint. This forces you to focus on quickly evaluating the caliber of your thinking. Daunting, yes, in that you want to bring your best thinking to the table, but it is also an opportunity to test the team’s ability to think quickly and under pressure. You need to focus on having the right people in the room. When you only have an hour to strategize and ideate, you can’t afford to have too many cooks in the kitchen. Plus, having a strong support system back at the office can go a long way to help with creative assets, research and more. It’s not onerous. As I alluded to above, agencies (and prospective clients themselves!) often spend far too much time and resources against new business pitches. In fact, an article from PRWeek states that many PR agencies are spending an estimated 20 percent of their time on new business pitches. Not only that, but the work can distract from the work you already have, particularly if you’re pitching for additional business with a current client, since resources are often re-allocated to focus on the pitch. Same-day pitch processes are a minimal investment for both agency and client. What you see is what you get. In a typical pitch situation, the agency team is highly formal in both their presentation style and format. In this type of scenario, it’s much more dynamic, allowing the client or prospect to witness the agency team’s relationship, ability to work under pressure, critical thinking and creativity. In fact, I’d strongly encourage others who are involved on either the ideation or receiving-end of the pitch process to consider it too. It’s truly a win-win experience. Ex. 9. Give the summary of the topic “Presenting, Pitching and Public Speaking” (320-350 words) Ex. 10. Speculate on the following issues of the topic “Presenting, Pitching and Public Speaking” (based on the chapter and ex. 6-8): The skills required to making a successful pitch Four main methods of pitching The Evolution of the New Business Pitch Chapter 12: PR Media Skills Ex. 1. Answer the following questions What are PR services? (examples) Due to what the financial shortfall has been exacerbated by? What are the key elements to PR news? What does constitute news? What is the difference between the narrative and the press release? Name several advantages of media releases. What are the drawbacks of press notices? Name the top tips for writing press releases. What are the peculiarities of writing articles for the print media? How can you increase the impact of your story? (Tips) How to win with the media when doing a media interview? Describe the process of selling a story to the media. How do the media and journalists operate (in terms of public relations)? What does one need to keep up to date on market conditions? What are the methods of dealing with hostile stories? What evidence can you find of PR being used to play down the stories (examine some hostile stories in the media). Ex. 2. Match the words and word-combinations with definitions:
Ex. 3. Complete the words and translate the following sentences into Russian: His fame has nothing whatsoever to do with his p__________ on the football field or in the political arena. His revelations of these falsehoods, fictions, fabrications and fantasies are backed by c____________ evidence and cohesive argument. The first key aspect to effectively g_______ your m_______ a______ is preparation. Under the Government's new licensing act, if a disorder problem can be p_______ d_____ to a particular bar, pub or club, the licensee will be hauled before the council's licensing committee. Despite their adolescence, it is on these countries that the United States depends as a c____________ of its energy policy. The current station is far from perfect, but at least it has character, which this b_____, uninspired new design fails to achieve. I want to suggest that this is in fact a rather useful r_____ of t_______ for linguists and philologists. M_______ o________ is a publication or broadcast program that provides news and feature stories to the public through various distribution channels. So you think the press has g____ o____________ on this story? They didn't have a c___________ p_____ for a major event. She has been choosing her theatre work very carefully, s_________ a b_________ between family and work time. This timeline presents the total global a____________ r_________ from 2007 to 2010 and provides a forecast until 2016. What's led to a g_____ of n_____ sites, in a place where print flourishes and when even foreign sites aren't profitable? We need to g___ the m__________ a_______ that this PR campaign is effective. It was time Johannesburg residents and other key stakeholders looked at waste as an opportunity and a v___________ c_____________. Ex.4. Translate the following words and word-combinations from Russian into English using active vocabulary. цифровая связь (передача информации), ошибка (гл. совершать ошибку), информационное агенство, информационный повод, корпоративный жаргон, иронический (пустой), уравнение стоимости, соблюдать (подвести) баланс, убедительное повествование (изложение фактов), поставить кого-либо на место, план действий в случае непредвиденных обстоятельств, ложная (неправдоподобная) история (статья), перенасыщение новостной ленты, накапливать возмущение (недовольство), расширять рынок, товар широкого потребления, проверенный временем метод (эмпирический опыт), побудительный мотив (приманка), использовать (развивать) знания, донести обращение (передать идею). Ex. 5. Translate the following sentences from Russian into English 1. Проблема перенасыщения новостной ленты становится всё более актуальной по мере роста пользовательской вовлечённости в Интернет. 2. Убедительное изложение фактов в СМИ является неотъемлемым условием работы в медиа сфере. 3. Профессионалы в области PR остаются востребованными на рынке труда, однако за последнее время изменился уровень их задач: им необходимо расширять рынок PR услуг и исследовать товары широкого потребления. 4. С целью создания и поддержания позитивного общественного мнения, обеспечения желаемого поведения общественности компании занимаются организацией многообразных мероприятий для журналистов. 5. Доход от продажи рекламы на сайте YouTube в этом году может вырасти на 50%. За этот год сайт намерен выручить за продажу рекламы не менее $5.6 миллиардов, считает агенство eMarketer. 6. Пресс-релиз необходим для оперативной передачи через СМИ информации о событиях. 7. В PR-коммуникации используются два типа заявлений для СМИ: во-первых, заявления,представляющие собой официальные правительственные сообщения; во-вторых, заявления субъектов PR. 8. Многие пресс-релизы оказываются не учтенными. Таким образом, “сильный” заголовок и начальный обзац крайне необходимы. 9. При определённой сноровке с написанием качественного текста копирайтеру придётся также изучить философию компании, её историю и задачи. 10. Средство массовой информации - средство распространения информации, характеризующееся обращенностью к массовой аудитории, общедоступностью. Ex. 6. Render the following text: Today’s Most Important PR Skills. Although public relations professionals have assumed new responsibilities, including SEO, social media and web analytics, the traditional skills of writing and media relations remain their core talents, one new survey finds. When asked “Which PR skills are most important for advancement within your organization?” for the PR News’ 2015 Salary Survey, more PR and marketing executives (57.59 percent) cited written communications than any other skill. The next most important skills were content creation, (54.46 percent) and media relations (47.77 percent). Other important skills cited include verbal communications (23.21 percent), measurement (20 percent), and reputation management (32.59 percent). While writing and media relations remain the foundations of PR, many experts believe PR pros are failing to keep pace with the fast-changing digital environment. “In a media environment where constant change is the norm, and where the role of the PR professional continues to expand and evolve, ongoing professional development will be increasingly essential for PR pros across all levels of experience,” says Joe Cohen, national chair for Public Relations Society of America. These are some of the most desirable new PR skills. Web analytics. Web analytics can prove the value of PR campaigns. In-house PR personnel and agencies with access to clients’ analytics accounts can pinpoint where their work is showing positive results. The do-it-yourself (DIY) approach starts with Google Analytics, the most common web analytics program. Professionals can complete Google’s free online courses, set up an account for their own blog or website and simply explore the various sections of the analytics program. Social media analytics. Most major social media networks offer analytics that deliver data about audiences and engagement levels. That data can help guide content marketing strategies and prompt ideas for media pitches. The analytics programs of individual social networks like Twitter and Facebook deliver detailed data and have no out-of-pocket costs. However, they do require significant amounts of staff time. The separate reports also fail to provide the insights and added value that the full-service monitoring and analytics services deliver by combining the data from all the social networks into a comprehensive and fully-integrated report. Even PR pros who use integrated analytics service must understand the statistical and analytic methodologies they use – and must learn to use the service’s online dashboard to gain real insight into PR results. PR Measurement. The rise of “big data” has put a premium on analytical skills. For successful careers, PR pros must be able to organize, analyze and interpret numbers on search behaviors, engagement patterns and PR’s contribution to the corporate bottom line. That means being able to understand statistics and manipulate data in spreadsheets is critical. Outsourcing PR analytics to services that specialize in monitoring and measurement can be more effective and more cost-efficient than DIY approaches. Still, PR pros must understand statistical and reporting methodologies in order to extract full value from any analytics service. Social media conversations. By participating in social media conversations, PR pros can better understand issues related to the organization, predict events and respond to crises. PR pros who can evaluate conversations and identify recurring issues through a social media dashboard add value to the organization and will have an advantage. Ex. 7. Render the following text from Russian into English Особую роль в PR-процессе играют средства массовой информации. В наши дни, в эпоху информационного общества, в достижении деловых целей особенно значим фактор благоприятного отношения общественности к продвигаемому объекту. Выстраивание отношений со СМИ – вещь трудоемкая и требует ежедневного внимания. Формы, методы, приемы работы PR-агентов со СМИ хорошо известны – это создание информационных поводов, регулярное распространение пресс-релизов, приглашение журналистов на место события, организация и проведение пресс-конференций, конференций, пресс-туров, брифингов, «круглых столов», выставок, эксклюзивных интервью, подготовка материалов для размещения в теле-, радиоэфире, для публикаций в прессе. Однако всегда ли они приносят ожидаемый результат? Как определить успешность выбранного пути? Конечно, существует определенный алгоритм работы со СМИ. Однако по-настоящему эффективным его использование будет только в случае исключительно творческого подхода к решению пиаровских задач. Вот формула качественного PR: мечтать и творить с оглядкой на свод правил, поскольку в основе качественного творчества должны лежать определенные теоретические знания. Основа любой PR-кампании (и медиа-кампании в том числе) неизбежно состоит из одних и тех же звеньев: объекту необходимо донести до широкой аудитории информацию. Он может действовать самостоятельно или через посредника в лице PR-агентства. Которое, в свою очередь, адресует послание объекта через каналы передачи информации, то есть СМИ, целевой аудитории. Для того чтобы обращение объекта встретило на своем пути к зрителям и читателям как можно меньше преград, важно учитывать принцип сегментирования информации. Другими словами, послание должно быть составлено для конкретной аудитории, подготовлено специально для нее, проведено через адекватные каналы информации. В самом общем виде технология любой PR-кампании укладывается в формулу RACE, где R – research (исследование: анализ и постановка задачи), А – action (действие: разработка программы), C – communication (составление информационной стратегии), E – evaluation (оценка: определение результатов, внесение корректив). В России, как и во всем мире, более 65% предлагаемых PR-агентствами услуг связаны с производством и размещением в СМИ различных публикаций, обеспечением связей со СМИ и пресс-поддержкой различных акций и кампаний. Аксиома PR гласит: деятельность без освещения в прессе практически равна нулю. Работа со СМИ и через СМИ – повседневная практика большинства PR-агентств. Ex. 8. Translate the following text from English into Russian and provide your feedback on the topic. Must-have skills for a career in PR&. A career in PR takes more than a good degree. To be successful you need to be an all-rounder with skills in everything from research and communication to writing and creativity. Here are the top five skills the sector favours: 1. Communication skills Most importantly, if you're considering a PR career you will have to be a good communicator. You will not only need to be a confident speaker, but an excellent listener too. This doesn't necessarily mean you will have studied for an English or foreign language degree, you could be a scientist or technologist who has a great knack for explaining complex concepts. A PR professional has to be sensitive to subtle nuances in language and culture because the job will involve communicating with a range of people across different mediums (social media, in person, on the telephone and in writing) across different territories. You will need to be able to appreciate other people's priorities and pressures. 2. Research skills A PR person needs to be a good researcher in order to communicate accurately and authoritatively on a subject, so science or history graduates, for example, would be well-placed to deliver on this skill. You will have to keep track of fast-paced markets and be knowledgeable about your clients and their needs. You must keep up-to-speed with current affairs and enjoy learning about new markets. If you are naturally inquisitive, you'll enjoy the research aspect of PR. 3. Writing skills You will be expected to write engaging content for clients, whether that's a guest article in a magazine, a case study or a press release. Graduates who have an excellent grasp of grammar and experience of writing a range of content – from essays to presentations and briefings – will be able to hit the ground running. You'll also need to have good attention to detail, which not only comes in handy when writing, but also proofing other people's work. This is a vital skill to have, particularly under pressure, and it underpins good writing, research and communication. 4. International mindset There has been an increased demand for language skills because of the globalisation of business. For instance, a UK client may lack the budget for a large PR programme on the ground in a foreign market, but has an immediate need for engaging content in that language on their website or blog. So the more languages a PR professional has under their belt, the greater their opportunity for international postings and new business. There is plenty of scope for graduates who are fluent in foreign languages to write foreign-language content and research industry news, not to mention the option for sabbaticals or exchanges with other offices. 5. Creativity A career in PR will present you with countless opportunities to be creative, not only in terms of writing, but also in coming up with new ways to promote businesses and approaching new clients. PR is a profession which constantly calls for fresh ideas and lateral thinking, so having a creative streak can be a crucial skill to bring you to career success. Ex. 9. Give the written summary of the topic “PR Media Skills” (320-350 words) Ex. 10. Speculate on the following issues of the topic “PR Media Skills”: Public relations professionals are known for their perseverance in pitching the media and the ability to build relationships. What are the important KSAs (Knowledge, Skills, Abilities) you need to be successful in PR? The importance of press releases in media relations work. To drive the best bargain in the information marketplace you need a thorough knowledge of how it operates. To what extent do you agree with the statement? |