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1、ESAP公共关系英语教程Unit 1 What is Public Relations?SkillsfocusSkillsfocusListeningListeningpreparingforalecturepredictinglecturecontentfromtheintroductionunderstandinglectureorganizationchoosinganappropriateformofnotesmakinglecturenotesSpeakingSpeakingspeakingfromnotesVocabularyfocusVocabularyfocuswordsfro
2、mgeneralEnglishwithaspecialmeaninginpublicrelationsprefixesandsuffixes1.1Vocabulary1.1Vocabulary1.2Listening1.2Listening1.3ExtendingSkills1.3ExtendingSkills1.4ExtendingSkills1.4ExtendingSkillsUsingrelatedwordsUsingrelatedwordsSometimesawordingeneralEnglishhasaspecialmeaninginpublicaspecialmeaninginp
3、ublicrelationsrelations.Examples:Examples:market,press,relationsIfyourecognizeawordbutdontunderstanditincontext,think:Whatisthebasicmeaningoftheword?Doesthathelpmeunderstandthespecialmeaning?Guessing words in contextVocabularybankVocabularybankExamples:Examples:Themarketmarket isaplacewherepeoplebuy
4、andsellthings.Sothetargetmarketmarket mustmeanthegroupofpeoplewhomightwanttobuyaparticularproduct.Guessing words in contextVocabularybankVocabularybankRemovingprefixesRemovingprefixesAprefixprefix=lettersatthestartofawordstartofaword.Aprefixchangesthemeaningofaword.Examples:Examples:rewritewriteagai
5、nnonverbalnotspokenIfyoudontrecognizeaword,think:Isthereaprefix?Removeit.Doyourecognizethewordnow?Whatdoestheprefixmean?Addittothemeaningofword.Guessing words in contextVocabularybankVocabularybankRemovingsuffixesRemovingsuffixesAsuffixsuffix=lettersattheendofawordendofaword.Asuffixsometimeschangest
6、hepartofspeechpartofspeechofaword.Examples:Examples:perceptiveperceptively=adjectiveadverbmanagemanagement=verbnounGuessing words in contextVocabularybankVocabularybankAsuffixsometimeschangesthemeaninginapredictablewayinapredictableway.Examples:Examples:edit+or=personwhodoessomething(edits)public+it
7、y=nounexpressinganactivityoraction(attractingpublicattentiontosomethingorsomeone)Ifyoudontrecognizeaword,think:Isthereasuffix?Removeit.Doyourecognizethewordnow?Whatdoesthatsuffixmean?Addittothemeaningofword.Guessing words in contextVocabularybankVocabularybankAReadthesentencesbelow.Theboldwordsarepr
8、obablyfamiliartoyouingeneralEnglish.Butcanyouthinkofadifferentmeaningforeachwordinthefieldofpublicrelations?1.1 Vocabulary1Theangrycrowddemandedthereleasereleaseoftheprisoner.2Aftertwoyearsinthejob,shewaspromotedpromotedtoaccountexecutive.3Evenabriefexposuretoradiationisverydangerous.4Tocallforservi
9、ce,presspressthebell.5Ialwaysinvitemyrelationsrelationstomybirthdayparty.6Thechildrentookturnstospinspinthetop.7Thepolicearetryingtoestablishtheseriesofeventseventsleadinguptothemurders.WordWordMeaningMeaningCommentsCommentseventexposurepresspromoterelationsreleasespininmediaeventanactivityplannedto
10、attracttheattentionofthemediatheextenttowhichthetargetaudiencebecomesawareofaperson,message,activity,themeororganizationthroughtheeffortsofPRnewspapersandmagazines,andthosepartsofTVandradiowhichbroadcastnews;thereportersandphotographerswhoworkforthemraisetheimageofaproduct,serviceorpersonandmakeitmo
11、repopularinpublicrelationstherelationshipbetweenanorganizationandthepublicputtinganinterpretationonasituationtogainpublicsupport,especiallyinpoliticsmediaeventisacompoundnounalsopossibletousetheverbexpose,tobringsomethingtolightuncountablenounpromotion(s)usedfrequentlyinpublicrelationspluralnounpres
12、sreleaseisacompoundnounmakingsomethingavailable;apressreleasemakesinformationavailabletothemediaverbornoun;usuallynegative/pejorativeusageBReadpartofabookreview.CompleteeachsentencewithoneoftheboldwordsfromExerciseA.Changetheformifnecessary.Edward L.Bernays,the subject of Larry Tyes book“The Father
13、of ”,is generally seen as the first representative of the public (PR)profession.Bernays pioneered many of the PR industrys 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,inclu
14、ding 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
15、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.Spinrelationspromote exposure pressreleaseevents1.1 VocabularyCStudythewordsinboxa.1Whatistheconnectionbetweenallt
16、hewords?2Whatisthebasewordineachcase?3Whatdowecalltheextraletters?4Whatisthemeaningofeachprefix?5Canyouthinkofanotherwordwitheachprefix?abasewordextralettersatthebeginningprefix1.1 VocabularyPrefix Base wordMeaning of prefixAnother wordordinateinterestedbodysureformalnationalinformverbalbidanalyzewr
17、iteestimatelimitedco-dis-em-en-in-inter-mis-non-out-over-re-under-with,togetherthe opposite of somethingto make or becomemake something certainnotbetweenwrongly,badlynotexceedingdo more than enoughdo againless than should bePREFIXcooperatedisreputableempowerenable,encourageinaudible,inadequateinterd
18、epartmental,interpersonalmiscalculate,misjudgenon-profitoutlast,outgrowoverreactrecreateunderpriced,underdevelopedun-not,oppositeunacceptableDStudythewordsinboxb.1Whatistheconnectionbetweenallthewords?2Whatisthebasewordineachcase?3Whatdowecalltheextraletters?4Whateffectdotheextralettershaveonthebase
19、word?5Canyouthinkofanotherwordwitheachsuffix?abasewordextralettersattheendsuffix1.1 VocabularyBase wordsuffixEffect/Meaning of suffixAnther wordaccesscovereditoreffectinterviewlobbymanage-ible-age-ial-ive-ee-ist-mentcan benouna process/state or result of somethingSUFFIXpermissible,legibleshortage,le
20、akage,breakagenoun adjective adjectivepresidential,influentialactive,creativeemployee,payeeverb nounsomeone involved in an actionused to form adjectives and nouns which describe beliefs/behavioroptimist,idealist,perfectionist,propagandistverb nounachievement,acknowledgement,accomplishmentBase wordsu
21、ffixEffect/Meaning of suffixAnther wordpercepprofessionpublicrelationscientificuseverifiSUFFIX-tionverb nouncirculation,donation,presentation,celebration-al adjectiverelating toinstrumental,withdrawal-ityadjective nouncreativity,ability,lucidity-shipused to show position or relationshipmembership,ow
22、nership,partnership-allyadjective adverbeconomically,financially,naturally,gradually-fulnoun adjectivehaving the characteristics/qualities of powerful,truthful,painful-ablecan bememorable,desirable,replaceable,acceptable EDescribethefollowingpicturesinterviewee,interviewerinformation,product/service
23、,promotion,publicityprofessionals,donation/presentation,cheque,publicity,event1.1 Vocabularynewspapers,press,publicity,newscoverage,editorial,publication,disseminatethemedia,press,exposure,publicity,photographerspressrelease,newscoverage,publicityEDescribethefollowingpictures1.1 VocabularyAYouareast
24、udentinthePublicRelationsFacultyofHadfordUniversity.ThetitleofyourfirstlectureisWhatispublicrelations?1Writeadefinitionofpubicrelations.2Whatotherideaswillbeinthislecture?Makesomenotes.SeeSkillsbank.SeeSkillsbank.1.2 ListeningMaking the most of lecturesPlanPreparePredictProduce4 PsSkillsbankSkillsba
25、nkPlanPlanFindoutthetopicofthelecture.Researchthetopic.CheckthepronunciationofnamesandkeywordsinEnglish.BeforeBeforealectureSkillsbankSkillsbankPreparePrepareGettothelectureroomearly.Sitwhereyoucanseeandhearclearly.Bringanyequipmentyoumayneed.Writethedate,topicandnameofthelectureratthetopofasheetofp
26、aper.SkillsbankSkillsbankBeforeBeforealecturePredictPredictListencarefullytotheintroduction.Think:Whatkindoflectureisthis?Writeanoutline.Leavespacefornotes.Thinkofpossibleanswers/solutions/effects,etc.,whilethelecturerisspeaking.SkillsbankSkillsbankDuringDuringalectureProduceProduceWritenotes/copyfr
27、omtheboard.Recordsourcesbooks/websites/names.Attheend,askthelecturer/otherstudentsformissinginformation.DuringDuringalectureSkillsbankSkillsbankaPublicrelationsismainlypropaganda._bPublicrelationsismainlyaboutorganizingsocialevens._cPublicrelationsdoesntimprovetheimageofmostcompanies._dPublicrelatio
28、nsismorethanjustfreeadvertising._B Listen to Part 1 of the talk.What does thelecturersayaboutpublicrelations?Tickthebestchoice.1.2 Listening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）1Howmanydifferentdefinitionscanyouthinkof?2Whatpointsarecommontomostdefinitions?3Listenandcheckyourideas.4Whatwillthele
29、cturertalkaboutnext?ThelecturerwilltalkaboutPRanditsrelationtoadvertisingandpublicity.C In Part 2 of the talk,the lecturer describesdifferentdefinitionsofpublicrelations.PRisamanagementfunction;PRusessocialscienceresearchmethods;PlanningisanimportantareaofPR;PRinvolvestwo-waycommunication.1.2 Listen
30、ingDInPart3ofthetalk,thelecturermentionsthewordsadvertisingandpublicity.1Whatdothesewordsmeaninthecontextofpublicrelations?InPR,publicitygenerallyreferstoindependenteditorialcoverage.Advertisingreferstoapaid-forcommunicationinthemediatopersuadepeopletobuyproductsorservices.2Whatdoesthesponsorcontrol
31、inadvertising?3Listenandcheckyourideas.Thesponsorcontrolsthewordsused,whereandhowoftentheadvertisementisplacedandthecost.1.2 ListeningE In the finalpart of the talk,the lecture definessomePRcommunicationtechniquesandgivessomeexamples.ListenandmarkeachwordintheboxwithCifitisacommunicationtechniqueorE
32、ifitispartofanexplanationorexample.C CC CC CC CC CE EE EE EE EE EE E1.2 ListeningPublicrelationsmeansthefunctionofcreatingandmaintainingafavourableopinion,publicimageoridentityforaperson,productorevent.FRewriteyourdefinitionofpublicrelationsfromExercise A.Use more than one sentence ifnecessary.Useid
33、easandwordsfromthislesson.1.2 Listening1.2 ListeningGLookbackatyournotesfromExerciseA.Didyoupredict:themainideas?mostofthespecialvocabulary?AWhatorwhocanpublicrelations1promote2advertise3merchandize4lobby5influence6targetproduct,causeproducts,servicesproduct,persongovernment,politicians,bureaucratsp
34、ubliclegislation/policygroup1.3 Extending skillsBHowcanyouorganizeinformationinalecture?Matchthebeginningsandendings.question andproblem andadvantages andclassification and comparison andcause and sequence of stages of atheories or opinions thencontrastdefinitioneffectdisadvantageseventssupporting i
35、nformationprocesssolutionanswer1.3 Extending skillsCHowcanyourecordinformationduringalecture?Match the illustrations with thewordsandphrasesinthebox.flowcharttree diagramtwo columnstableheadings and notestimelinespidergram1.3 Extending skillsadvantages and disadvantagesclassification and definitionc
36、ause and effectcomparison and contrasttwo columnstree diagramspidergramMakingperfectlecturenotesMakingperfectlecturenotestableSkillsbankSkillsbankfacts and figuresstages of processsequence of eventstimelineflowcharttablequestion and answerheadings and notesMakingperfectlecturenotesMakingperfectlectu
37、renotesSkillsbankSkillsbankDMatcheachorganizationofinformationinExerciseBwithamethodofnote-takingfromExercise C.You can use one method fordifferenttypesoforganization.question and answerproblem and solutionadvantages and disadvantagesclassification and definition comparison and contrastheadings and
38、notestwo columnstree diagramspidergramtable1.3 Extending skillscause and effect sequence of events stages of a processtheories or opinions then supporting informationspidergramtimelineflowchartheadings and notestwo columns DMatcheachorganizationofinformationinExerciseBwithamethodofnote-takingfromExe
39、rcise C.You can use one method fordifferenttypesoforganization.1.3 Extending skillsSometimesyouhavetogiveashorttalkinaseminaronresearchyouhavedone.Speaking from notesSkillsbankSkillsbank Preparethelistenerswithanintroduction.Matchtheintroductiontothetypeofinformation/notes.ExampleYouhear:TodayIwantt
40、odiscussthe“publics”ofpublicrelationsYouchoose:treediagramtreediagramEListentofivelectureintroductions.ChooseapossiblewaytotakenotesfromExerciseCineachcase.1.3 Extending skillsIntroduction 1 Introduction 2 Introduction 3Introduction 4Introduction 5 treediagram(classificationanddefinition)treediagram
41、(classificationanddefinition)table(comparisonandcontrast)table(comparisonandcontrast)timeline(sequenceofevents)timeline(sequenceofevents)flowchart(stages/sequenceofaprocess)flowchart(stages/sequenceofaprocess)spidergram(classificationanddefinition)spidergram(classificationanddefinition)EListentofive
42、lectureintroductions.ChooseapossiblewaytotakenotesfromExerciseCineachcase.1.3 Extending skillsAStudythepictures1-5.Whatdotheyshow?Matchthefollowingwords.1Whatdothepicturesshow?Userelevantwordsfromthebox.2Whatistheconnectionbetweenthethreegroupswhichmakeuppicture2?1.4 Extending skillsAStudythepicture
43、s1-5.Whatdotheyshow?Matchthefollowingwords.agroupofprotestors;apresenter;agroupofelderlypeoplestudents;academicstaff;non-academicstaffaposterwithasloganTheconnectionbetweenthethreegroupsisthattheyrepresentdifferentpublicswithintheinstitutionofaschool.1.4 Extending skillsBCovertheoppositepage.Listent
44、othelectureintroductionsfromLesson1.3 again.Makeanoutlineonaseparatesheetofpaperforeachintroduction.CLookatyouroutlineforeachlecture.Whatdoyouexpectthelecturertotalkaboutinthelecture?Inwhatorder?1.4 Extending skillsDListentothenextpartofeachlecture.Completeyournotes.Lecture1Lecture1Lecture2Lecture2L
45、ecture3Lecture3Lecture4Lecture4Lecture5Lecture51.4 Extending skillsEUncovertheoppositepage.Checkyournotesagainstthemodelnotes.Areyoursthesameordifferent?FWorkinpair.1Usethenotesontheoppositepage.Reconstructonelecture.2Givethelecturetoanotherpair.1.4 Extending skillsTips for Reference1.1 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。谢谢欣赏！