Unit 1 What is Public Relations?

1. Unit 1 What is Public Relations?

2. Skills focus Listening • preparing for a lecture • predicting lecture content from the introduction • understanding lecture organization • choosing an appropriate form of notes • making lecture notes Speaking • speaking from notes Vocabulary focus • words from general English with a special meaning in public relations • prefixes and suffixes

4. Vocabulary bank Guessing words in context Using related words Sometimes a word in general English has a special meaning in public relations. Examples: market, press, relations If you recognize a word but don’t understand it in context, think: • What is the basic meaning of the word? • Does that help me understand the special meaning?

5. Vocabulary bank Guessing words in context Examples: Themarket is a place where people buy and sell things. So the target marketmust mean the group of people who might want to buy a particular product.

6. Vocabulary bank Guessing words in context Removing prefixes A prefix= letters at the start of a word. A prefix changes the meaning of a word. Examples: rewrite – write again nonverbal – not spoken If you don’t recognize a word, think: Is there a prefix? Remove it. Do you recognize the word now? What does the prefix mean? Add it to the meaning of word.

7. Vocabulary bank Guessing words in context Removing suffixes Asuffix= letters at the end of a word. A suffix sometimes changes the part of speech of a word. Examples: perceptive → perceptively = adjective → adverb manage → management = verb → noun

8. Vocabulary bank Guessing words in context A suffix sometimes changes the meaning in a predictable way. Examples: edit + or = person who does something (edits) public + ity = noun expressing an activity or action (attracting public attention to something or someone) If you don’t recognize a word, think: Is there a suffix? Remove it. Do you recognize the word now? What does that suffix mean? Add it to the meaning of word.

9. 1.1 Vocabulary A Read the sentences below. The bold words are probably familiar to you in general English. But can you think of a different meaning for each word in the field of public relations? 1 The angry crowd demanded the release of the prisoner. 2 After two years in the job, she was promoted to account executive. 3 Even a brief exposure to radiation is very dangerous. 4 To call for service, press the bell. 5 I always invite my relations to my birthday party. 6 The children took turns to spinthe top. 7 The police are trying to establish the series of events leading up to the murders.

10. media event is a compound noun in media event – an activity planned to attract the attention of the media the extent to which the target audience becomes aware of a person, message, activity, theme or organization through the efforts of PR also possible to use the verb expose, to bring something to light newspapers and magazines, and those parts of TV and radio which broadcast news; the reporters and photographers who work for them uncountable raise the image of a product, service or person and make it more popular noun promotion(s) used frequently in public relations in public relations – the relationship between an organization and the public plural noun making something available; a press release makes information available to the media press release is a compound noun putting an interpretation on a situation to gain public support, especially in politics verb or noun; usually negative/pejorative usage

11. 1.1 Vocabulary B Read part of a book review. Complete each sentence with one of the bold words from Exercise A. Change the form if necessary. Edward L. Bernays, the subject of Larry Tye’s book “The Father of ”, is generally seen as the first representative of the public (PR) profession. Bernays pioneered many of the PR industry’s techniques, including the development of media . He used these techniques to products such as cigarettes; he also used them to improve the public image of high- profile people , including US presidents Calvin Coolidge and Herbert Hoover. Together with other early practitioners such as Ivy Lee (who is credited with issuing the first press ), Bernays worked for the US government during the First World War to influence public opinion. Bernays concluded that similar techniques could be used in peacetime. He believed that with the right , including media coverage such as editorials in the , public opinion could be manipulated. This led to the perception of PR as propaganda. Spin relations events promote release press exposure

12. 1.1 Vocabulary C Study the words in box a. • What is the connection between all the words? • What is the base word in each case? • What do we call the extra letters? • What is the meaning of each prefix? • Can you think of another word with each prefix? extra letters at the beginning a base word prefix

13. with, together cooperate co- the opposite of something dis- disreputable to make or become empower em- make something certain enable, encourage en- PREFIX in- not inaudible, inadequate interdepartmental, interpersonal inter- between mis- wrongly, badly miscalculate, misjudge not non-profit non- out- outlast, outgrow exceeding over- overreact do more than enough re- do again recreate under- less than should be underpriced, underdeveloped un- not, opposite unacceptable

14. 1.1 Vocabulary D Study the words in box b. suffix • What is the connection between all the words? • What is the base word in each case? • What do we call the extra letters? • What effect do the extra letters have on the base word? • Can you think of another word with each suffix? extra letters at the end a base word

15. -ible can be permissible, legible noun—a process/state or result of something shortage, leakage, breakage -age SUFFIX presidential, influential noun → adjective -ial → adjective active, creative -ive verb → noun—someone involved in an action -ee employee, payee used to form adjectives and nouns which describe beliefs/behavior optimist, idealist, perfectionist, propagandist -ist achievement, acknowledgement, accomplishment -ment verb → noun

16. circulation, donation, presentation, celebration -tion verb → noun -al → adjective—relating to instrumental, withdrawal SUFFIX creativity, ability, lucidity -ity adjective → noun membership, ownership, partnership used to show position or relationship -ship economically, financially, naturally, gradually -ally adjective → adverb noun → adjective—having the characteristics/qualities of powerful, truthful, painful -ful memorable, desirable, replaceable, acceptable -able can be

17. 1.1 Vocabulary E Describe the following pictures information, product/service, promotion, publicity professionals, donation/presentation, cheque, publicity, event interviewee, interviewer

18. 1.1 Vocabulary E Describe the following pictures newspapers, press, publicity, news coverage, editorial, publication, disseminate the media, press, exposure, publicity, photographers press release, news coverage, publicity

19. 1.2 Listening A You are a student in the Public Relations Faculty of Hadford University. The title of your first lecture is What is public relations? 1 Write a definition of pubic relations. 2 What other ideas will be in this lecture? Make some notes. See Skills bank.

20. Skills bank Making the most of lectures 4 Ps

21. Skills bank Before a lecture… Plan • Find out the topic of the lecture. • Research the topic. • Check the pronunciation of names and key words in English.

22. Skills bank Before a lecture… Prepare • Get to the lecture room early. • Sit where you can see and hear clearly. • Bring any equipment you may need. • Write the date, topic and name of the lecturer at the top of a sheet of paper.

23. Skills bank During a lecture… Predict • Listen carefully to the introduction. Think: What kind of lecture is this? • Write an outline. Leave space for notes. • Think of possible answers/solutions/effects, etc., while the lecturer is speaking.

24. Skills bank During a lecture… Produce • Write notes/copy from the board. • Record sources – books/websites/names. • At the end, ask the lecturer/other students for missing information.

25. 1.2 Listening B Listen to Part 1 of the talk. What does the lecturer say about public relations? Tick the best choice. a Public relations is mainly propaganda. ____ b Public relations is mainly about organizing social evens. ____ c Public relations doesn’t improve the image of most companies. ____ d Public relations is more than just free advertising. ____ √ 请将本单元的音频和此PPT放在一个单独的文件夹内，点击小喇叭即可播放音频。（下同）

26. 1.2 Listening C In Part 2 of the talk, the lecturer describes different definitions of public relations. How many different definitions can you think of? What points are common to most definitions? Listen and check your ideas. What will the lecturer talk about next? The lecturer will talk about PR and its relation to advertising and publicity. • PR is a management function; • PR uses social science research methods; • Planning is an important area of PR; • PR involves two-way communication.

27. 1.2 Listening D In Part 3 of the talk, the lecturer mentions the words advertising and publicity. • What do these words mean in the context of public relations? • In PR, publicity generally refers to independent editorial coverage. Advertising refers to a paid-for communication in the media to persuade people to buy products or services. • 2 What does the sponsor control in advertising? • Listen and check your ideas. • The sponsor controls the words used, where and how often the advertisement is placed and the cost.

28. 1.2 Listening E In the final part of the talk, the lecture defines some PR communication techniques and gives some examples. Listen and mark each word in the box with C if it is a communication technique or E if it is part of an explanation or example. E C E E E C E C E C C

29. 1.2 Listening F Rewrite your definition of public relations from Exercise A. Use more than one sentence if necessary. Use ideas and words from this lesson. Public relations means the function of creating and maintaining a favourable opinion, public image or identity for a person, product or event.

30. G Look back at your notes from Exercise A. Did you predict: 1.2 Listening • the main ideas? • most of the special vocabulary?

31. A What or who can public relations … product, cause 1.3 Extending skills products, services product, person government, politicians, bureaucrats public legislation/policy group

32. B How can you organize information in a lecture? Match the beginnings and endings. question and contrast problem and definition 1.3 Extending skills classification and disadvantages advantages and effect comparison and events cause and supporting information sequence of process stages of a solution theories or opinions then answer

33. C How can you record information during a lecture? Match the illustrations with the words and phrases in the box. flowchart tree diagram 1.3 Extending skills two columns table headings and notes timeline spidergram

34. Skills bank Making perfect lecture notes two columns advantages and disadvantages cause and effect spidergram classification and definition tree diagram comparison and contrast table

35. Skills bank Making perfect lecture notes table facts and figures sequence of events timeline stages of process flowchart question and answer headings and notes

36. D Match each organization of information in Exercise B with a method of note-taking from Exercise C. You can use one method for different types of organization. headings and notes question and answer 1.3 Extending skills two columns problem and solution tree diagram classification and definition spidergram advantages and disadvantages table comparison and contrast

37. D Match each organization of information in Exercise B with a method of note-taking from Exercise C. You can use one method for different types of organization. spidergram 1.3 Extending skills cause and effect timeline sequence of events flowchart stages of a process headings and notes theories or opinions then supporting information twocolumns

38. Skills bank Speaking from notes Sometimes you have to give a short talk in a seminar on research you have done. • Prepare the listeners with an introduction. • Match the introduction to the type of information / notes.

39. E Listen to five lecture introductions. Choose a possible way to take notes from Exercise C in each case. Example You hear: Today I want to discuss the “publics” of public relations… You choose: tree diagram 1.3 Extending skills

40. E Listen to five lecture introductions. Choose a possible way to take notes from Exercise C in each case. Introduction 1 Introduction 2 Introduction 3 Introduction 4 Introduction 5 tree diagram (classification and definition) table (comparison and contrast) 1.3 Extending skills timeline (sequence of events) flowchart (stages/sequence of a process) spidergram (classification and definition)

41. A Study the pictures 1-5. What do they show? Match the following words. 1.4 Extending skills • What do the pictures show? Use relevant words from the box. • What is theconnection between the three groups which make up picture 2?

42. A Study the pictures 1-5. What do they show? Match the following words. 1.4 Extending skills a group of protestors; a presenter; a group of elderly people students; academic staff; non-academic staff The connection between the three groups is that they represent different publics within the institution of a school. a poster with a slogan

43. B Cover the opposite page. Listen to the lecture introductions from Lesson 1.3 again. Make an outline on a separate sheet of paper for each introduction. 1.4 Extending skills C Look at your outline for each lecture. What do you expect the lecturer to talk about in the lecture? In what order?

44. D Listen to the next part ofeach lecture. Complete your notes. Lecture 1 Lecture 2 Lecture 3 Lecture 4 Lecture 5 1.4 Extending skills

45. E Uncover the opposite page. Check your notes against the model notes. Are yours the same or different? F Work in pair. 1 Use the notes on the opposite page. Reconstruct one lecture. 2 Give the lecture to another pair. 1.4 Extending skills

46. Tips for Reference 1.1 Vocabulary部分，可以先让学生课前通过查阅词典等完成A、B、C、D的练习；接着，课堂上讲解vocabulary bank中的“Guessing words in context”技能；E部分的图片可以请学生课堂讨论。 1.2 Listening部分，按次序听完，并将skills bank中“Making the most of lectures”技能融入听力训练中。 1.3 Extending skills部分，重点讲解如何通过学术讲座的开头介绍，设计笔记的类型。 1.4 Extending skills部分，可以作为学生课后操练的练习；由学生听完整的讲座内容，并做好笔记；课堂上请学生根据笔记讲述内容。

47. 谢谢欣赏！