МЕТОДИЧЕСКИЕ УКАЗАНИЯ ПО ИЗУЧЕНИЮ ДИСЦИПЛИНЫ
Самостоятельная работа студентов по освоению дисциплины состоит в изучении каждой из предложенных тем: чтении и переводе текстов раздела, освоении активной лексики по теме, выполнении упражнений в письменном виде и в самоконтроле знаний с помощью контрольных вопросов и выполнения контрольной работы. Контроль освоенности материала преподавателем заключается в проверке понимания темы (устный пересказ, элементы беседы), проверке усвоения лексики (диктант, опрос) и определении общего уровня владения языком.
КОНТРОЛЬНЫЕ ВОПРОСЫ
Раздел 1[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.5-9. ]
1. What are the main points of the chapter?
2. Are reporters and public relations people mutually dependent upon each other?
3. What is an important part of their relationship based on?
4. What sort of information should be provided?
5. What have a number of research studies substantiated?
Раздел 2[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.9-13.]
1. What are the main points of the chapter?
2. What is the purpose of PR?
3. What do the media enable PR people to do?
4. Why are the media so powerful?
5. How do the media give your information credibility?
Раздел 3[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.13-16.]
1. What are the main points of the chapter?
2. What do journalists call PR people?
3. How do the media refer to PR policies?
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4. What are gimmicks and freebies?
Раздел 4[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.16-19.]
1. What are the main points of the chapter?
2. Why do the media depend on advertising?
3. How can fashion designers use it?
4. What is wining and dining?
Раздел 5[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.19-22.]
1. What did a survey by the American Management Association find?
2. How many respondents agreed with the statement "the knowledge base of business reporters leaves a lot to be desired"?
3. What are other problems with the press?
4. In what way can executives be educated?
5. What else should be taken into consideration to ensure that the story will be accurate?
Раздел 6[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.22-25.]
1. How do the media range?
2. What is trash TV and what is journaltainment?
3. What should you do if a reporter is a sensationalist?
4. How should you handle an interview with a tabloid journalist?
Раздел 7[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.26-30.]
1. What should be done to know your media?
2. How can you limit your mailings?
3. Why is it important to localize your materials?
4. What sort of information should be sent?
5. How should news materials be written?
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6. Why should gimmicks be avoided?
7. What does "to be environmentally correct" mean?
8. Why should you always be accessible for the media?
9. Why can't "no comment" be one of the possible answers to reporters' questions?
10. In what way should you be fair to competing media?
11. How can you help photographers?
12. In what way should you react to errors?
Раздел 8[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.30-32.]
1. What are the main points of the chapter?
2. How can phone calls be irritating?
3. What can be an inappropriate request?
Раздел 9[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.33-37. ]
1. What are the main points of the chapter?
2. What happened to Jack-in-the-box? Sears? Dow Corning?
3. Is economic survival at stake in times of crises?
4. What is the story of Johnson & Johnson?
Раздел 10[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.37-42.]
1. What is the key to successful dealings with the media during a crisis?
2. What authority should an appointed spokesperson have?
3. Why should a central media information center be set up?
4. Why should a constant flow of information be provided?
5. How can you be accessible after hours?
6. What sort of log must be kept?
7. Do organizations always follow these guidelines?
8. What happened during Dow Coming's crisis?
9. How did Jack-In-The-Box violate the rules of crisis communication?
10. In what way must an organization communicate to all appropriate audiences during a crisis?
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Раздел 11[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.42-45.]
1. What are PR people responsible for?
2. Why is it important to write enticing letters?
3. How long should a pitch letter be?
4. What are its elements?
5. What does it mean to do your homework in PR?
Раздел 12[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.45-49.]
1. What do media advisories tell reporters and editors about?
2. What are journalism's five W's and one H?
3. What sort of items are used?
4. What might a typical one-page advisory contain?
5. Should a contact and telephone number be part of the letter or the letterhead?
Раздел 13[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с. 49-52.]
1. What is a position paper? Backgrounder? Press kit?
2. When and why are they written?
3. What are the elements of a position paper?
4. What is an EPK?
Раздел 14[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.53-57.]
1. Why are press interviews, news conferences etc, so important to public relations people?
2. Why may company executives sometimes view direct one-to-one contact with the media as a nightmare?
3. What is the key to a successful interview?
4. Who can initiate a press interview?
5. What questions should be asked before a reporter interviews you?
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6. What can be achieved by doing this kind of questioning?
7. What are the dangers of a telephone interview?
8. What should reporters be provided with in advance or at the time of the interview?
Раздел 15[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.57-59]
1. What is a news conference?
2. When is it held?
3. What are the two major reasons for holding a news conference?
4. What is your role in organizing it?
Раздел 16[Захарова Е.В., Ульянищева Л.В. Public Relations and Advertising in Close-Up: Учебное пособие для студ. высш. учеб. заведений с аудиодиском. – М.: Импэ-паблиш, 2004. – с.59-63.]
1. What is the best time for a news conference and why?
2. In which cases are late afternoons more convenient?
3. Why should Saturdays and Sundays be avoided?
4. What criteria should a location for a news conference meet?
5. What kind of room may television people prefer?
6. Why should the room be made available one or two hours in advance?
7. For what purpose may some smaller rooms be reserved nearby?
8. Who can give an exclusive interview?
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