IV. Match the verbs with their definitions

V. Find the sentences in the text with the word“public” and its derivatives. Study the collocations with this word, translate them into Russian/English and make up sentences with them

Speaking

1. Prepare a monologue on the topic: “Some tips on how to overcome public speaking fear”

2. Pair work. Make up a dialogue on the following situation:

Imagine you were about to give a presentation to a big group of people when suddenly public speaking fear overwhelmed you and made you completely fail. Describe in detail what happened and ask your colleague/friend, who used to have a similar problem, for advice.

Unit 3

ADAPTABILITY IS THE KEY

TO SUCCESSFUL PR

Pre-reading task

Look at the statements and decide if they are true or false

1. Adaptability is vital in today’s communications and public relations

2. Newspapers are quick to react and deliver the latest news all over the world

3. Mainstream media is becoming more relevant to everyday life

4. To be a reporter in the 21 century means operating at high speed

5. Media relations professionals today need to be relationship-driven

6. The younger generation see the printed text as a form of manipulation

7. Traditional media is losing its role as an authoritative broker of news, information and entertainment

8. There should be media intermediaries to define what news and information you get

9. Online media allows to communicate without having a message distilled by the Transparency is not necessary in terms of who’s behind your campaign

Reading

Read the text and see whether you decided correctly. Then answer the questions that follow

The survivors in nature are not the fleetest of foot, the sharpest of teeth or the largest of size. Charles Darwin said those who prevail are simply the most adaptable. The same can be said about today’s communications business, especially public relations. Adapt quickly and good things will happen. Here are five ways where Darwin’s 19^th century adaptability theories can work in 21^st century PR.

The Media-ocracy: the world has become a democracy for media. No longer can you make the argument that online media is “news light” if news at all. In fact, online information seems to be swamping the boat as well as rocking it at the same time. As a former White House bureau chief for a major daily, I am an ink-stained wretch at heart. Yet even I have to admit that newspapers have been sluggish to identify and exploit the tilt in communications delivery means from tree bark to electrons. I recently was invited to speak in Paris to an Organization of Economic and Community Development (OECD) a gathering of 38 nations on how mainstream media is becoming less relevant to everyday living. Ironically, with the demise of foreign reporting staffs, traditional media outlets are being replaced by non-government organizations’ own staffs, news-gathering for their own web sites – or even for the very news organizations that they are replacing! For example, Human Rights Watch has been using its worldwide staff to report and record stories that are put on its own E-Networks and site, with video. A recent Columbia Journalism Review analysis of Human Rights Watch noted that its 60,000 page views per day rivaled many traditional news sites, and the staffs committed to the exercise exceeds that of any news organization.

The New Media’s New Rules: when I attended my 12^th political convention – the 2008 Democratic National Convention in Denver – as a television political analyst, I was astonished at how much smaller and quieter “Media Village” had become. (Media Village is the name given to the tent cities erected for the media outside of the convention venue). Walking past the curtained sections, I noticed the names of news organizations (print especially) who were either out of business or found that the could no longer afford to come. A notable exception was the larger and louder spaces filled out in “Blogville”, the term given to the venue occupied by online media providers. The energy in that room was exciting, journalists motivated professionals who wanted to perform better than their peers, and deliver updates faster than their competitors. Bottom line: to be a reporter in 2010 means operating at two speeds: busy and busier. And media relations professionals today need to be relationship-driven, recognizing that earning the trust of a journalist can lead to one placement after another.

Don’t Tell Me, Show Me: one of the most profound new developments I see coming down the pike is the morphing from words and text to video – especially among younger people, who see text as a form of manipulation. They want to see the raw video of the news event and decide for themselves. Seeing really is believing to the “show me” generation. As the speed of online technology increases, words will surrender to video – and PR professionals should be well equipped with relationships in that area. What TV did for advertizing in the ‘50s and ‘60s, online video will do now for PR.

Consider Communicating Directly to Target Audience: traditional media is losing its role as an authoritative broker of news, information and entertainment. In this new splintered world of media anarchy, communities of thought and influence are forming and reforming in ways never imagined. For instance, the third-largest “nation” on the planet is the 500 million people who connect and communicate on Facebook. As a result, one of the things I keep asking clients is, “Why should there be media intermediaries to define what you are doing?” Facebook, Twitter and a client’s own web site allow a client to communicate without needing to have a message distilled by the media filter. It’s more cost-effective to go online and get a consumer dialogue going. Trust is core to your brand – whether you are a retail store, insurance company or trade organization. How do you get people into a new restaurant by the end of the night? You talk to them – not at them. Online media allows that to happen. The yields are measurable.

Let Transparency Rule the Day: more that ever, we need transparency, especially in terms of who’s behind your campaigns. You need to reveal why you’re there. In the political world , for example, there’s a big debate over how identify the people who paid money to your campaign. Now it’s done online. It’s the same in the PR world. Companies will be smart to bring transparency to their web site with the causes they ate tied to. Identify that your firm is working for such and such a particular cause in some magnitude.

Even more reason to subscribe to Darwin’s theory of adaptability. Before it’s too late.

After-reading tasks

I. Answer the questions

1. Why does the author compare Darwin’s theory of adaptability to the modern public relations?

2. How has the traditional performance of non-government organizations been changing?

3. Why did “Media Village” become smaller and quieter?

4. What is “Blogville”?

5. Why do reporters have to operate very quickly today?

6. What is the “show me” generation? What are its characteristic features?

7. Why is traditional media losing its role nowadays?

8. Why transparency is of the first magnitude in the world of communications?

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