Marie McLisky PUBLIC RELATIONS in Higher Education StudiesMarie McLisky English for PUBLIC RELATIONS in Higher Education Studies Course Book Series editor: Terry Phillips €5eap GarnetPacts Dy Gamer Pibiching Ud Souhem Coun South Steet escing FGI 405, UK wor garneteducation com Copyright © 2011 Garnet Publishing id. The right of Marie Mclsky to be identified as the author ofthis work has been asserted in accordance with the Copyright, Design and Patents Act 1988. All rights reserved, No pat of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or ‘otherwise, without the prior permission ofthe Publisher ‘Any person who does any unauthorized act in relation to ‘this publication may be lable to criminal prosecution and civ aims for damages. Fist pubished 2011 aN 978 1 85964 532 1 British Cataloguing in-Publication Data ‘A catalogue recor for this book is availabe from the British Library, Production Setes editor ery Philips Project management: Clare Forsyth Editoral team: Penny Analyt, Louise Elkins, Claire Forsyth, Amanda lc, Karen KinnaiePugh ‘Academic review: Sally Chalmers Design: CChistia Helen Barnett, Neil Colles, Mike Hinks, Bob House Mustrations: Doug Nash Photography: —_gettyimages.com, clipart. com, corbis.com, istockcom ‘Audko recorded at Motivation Sound Studios produced by EFS Televison Production Ltd The author and publsher would lke to thank the flowing for permission to reproduce copyright materia: Definitions from the Cambridge Advanced Learner Dictionary on age 15 reproduced with kind pemision of Cambridge Universty Pres; results sings on page 35 wth Kind persion of Googe: ‘hater logo on page 39 from ww shelter og uk, CARE ago on age 39 reproduced with kind permission of CARE Interatonal ‘CARE ian interravonal humanitarian organization fighting lbal poverty, with a specal focus on working with women and ils to bring lasing change in the communities; UNEEF logo on ‘age 39 reproduced with kind permission of UNICEF, Amnesty Internationa logo on page 39 from ww armnestternational com, Sve Poverty logo fom vm solvepovery.com: as study on page 43 reproduced with en permsson of Indo Pcie Edema ext on page ST reproduced with kind permission of Jonathan Bernsen; London School of PR, lakarta; lagoon page 5S from wawu pred, ‘raps on page 59 reoroduced with kind permission of Indo Pacific Edman; data for table on page 74 and graph on page 75, fre wun og mage on page 94 fem hitp:elenl wxidres com/2008/ 1/2683; text on page 95 from itp: cipeco uksitesdetalvflesSocal¥s20Meda%420Gud ‘eines pot UJenuary 2009), reports on pages 98-99 reproduced wth Kind permison of do Pactic Edelman graphs on page 98 reproduced with kind permission of Ino Pacific Edelman, ery effort hasbeen made to race copyright holders and we {apalogze in advance foray unintentional omsion, We vil be hhapoy to insert the appropiate acknowledgements in any subsequent editons. Printed and bound in Lebanon by international Press: interpresint-pres.comIntroduction English for Public Relations is designed for students who plan to take a public relations course entirely or partly in English. The principal aim of English for Public Relations is to teach students to cope with input texts, ie, listening and reading, in the discipline. However, students will be expected to produce output texts in speech and writing throughout the course. The syllabus focuses on key vocabulary for the discipline and on words and phrases commonly used in academic English. It covers key facts and concepts from the discipline, thereby giving students a flying start when they meet the same points again in their faculty work. It also focuses on the skills that will enable students to get the most out of lectures and written texts. Finally, it presents the skills required to take Partin seminars and tutorials and to produce essay assignments. English for Public Relations comprises: * this student Course Book, including audio transcripts and wordlist * the Teacher’s Book, which provides detailed guidance on each lesson, full answer keys, audio transcripts and extra photocopiable resources ‘+ audio CDs with lecture and seminar excerpts English for Public Relations has 12 units, each of which is based on a different aspect of public relations. Odd-numbered units are based on listening (lecture/seminar extracts). Even-numbered units are based on reading, Each unit is divided into four lessons: Lesson 1: vocabulary for the discipline; vocabulary skills such as word-building, use of affixes, use of synonyms for paraphrasing Lesson 2: reading or listening text and skills development Lesson 3: reading or listening skills extension. In addition, in later reading units, students are introduced to a writing assignment which is further developed in Lesson 4; in later listening units, students are introduced to a spoken language point (e.g., making an oral presentation at a seminar) which is further developed in Lesson 4 Lesson 4: a parallel listening or reading text to that presented in Lesson 2 which students have to use their new skills (Lesson 3) to decode; in addition, written or spoken work is further practised The last two pages of each unit, Vocabulary bank and Skills bank, are a useful summary of the unit content. Each unit provides between 4 and 6 hours of classroom activity with the possibility of a further 2-4 hours on the suggested extra activities. The course will be suitable, therefore, as the core component of a faculty-specific pre-sessional or foundation course of between 50 and 80 hours. It is assumed that prior to using this book students will already have completed a general EAP (English for Academic Purposes) course such as Skills in English (Garnet Publishing, up to the end at least of Level 3), and will have achieved an IELTS level of at least 5 Fora list of other titles in this series, see www.garneteducation.com/Book map [Unit 1 What is public relations? 10 W 12 Listening : Speaking Public relations practice Reading - Writing Public relations research Listening - Speaking Researching PR careers using technology Reading Writing PR for non-profit organizations Listening - Speaking Crisis communication Reading - Writing External influences on public relations Listening « Speaking Public relations marketing Reading : Writing Corporate social responsibility Listening « Speaking Investor relations Reading - Writing Public relations regulation Listening - Speaking Communication and technological change = Writing Topics + atnon of pubic elation 1 fancton of public reltor:crmuniation esearch planning euton 1 Cinponens of FR dentin age aucencs- fostering medals «pm practioner aces press agent, public, ramation, oyna, et 1 iferentoting bebween various PR atts + eat colecon mathods 1 Grunig and Hurt four model of pubic relations practice + fn between theory an research + using computes for research 1 sing the Intemet 0 search forbs 1 new communication tos and media channels used in PR + dering nor oroft cxganizatons 1 ypesof nonprofit organizations 1 changes i non rf organizations {role of PRin non-profit ganizations + broad peso ess the aes in managing a sis acisis management pan 1 Gee study implementing 9 rss management plan 0 resohe rls «+ Rina global economy 1 extemal factors: ecology economic factors globalization + messring corporate performance 1 Gatlenges facing global PRin the 21 centny «+ changes in PR marketing 1 changes inthe communication enefonment * riche marketing 1 integrated marketing + dering corprate soil esponstiy * sntanatity ‘TMnveatanding ust terms: statutory obligation, voluntay acon ee + detiing investor elatons {the role of ivstr Relations offers (ROS) 1 changes influencing restr relations * chalenges fr investor elaons + informal equations ethic) 1 foal regulations Caw) + coves of thicsractielondct 4 caw and cin ow 1 effects of lobalzation on reution + commniation metiogs 1 Ge ot enine resources and vocal eda for communication + infomation strategy and change * communaation eos 1 communiaton and ecbrooay