Ae bc ppt19

Recap
1© Aptech Training Ltd. FZE
Recap
In the previous lesson you learnt to:
• Understand key financial vocabulary
• Practise reading for gist
• Practise listening for detail
• Further practise report writing
For Aptech Centre Use Only

Public Relations

At the end of this lesson you will be able to:
• Explain the meaning of PR using appropriate vocabulary
• Design a PR campaign for a business or celebrity
• Use modal verbs of obligation in the present and past
• Listen and understand the key points of a lecture on PR
Learning Objectives

• Public relations is concerned with communicating information about a company
or famous individual to the public via the media.
• Its aim is to improve the image of the company or person through a variety of
methods, including press releases, stories and campaigns aimed at helping the
community.
Introduction to Public Relations (PR)

Speaking Skills
Discussion
• What do you understand by the term public relations? Do you have
anything to add to the brief definition?
• Why is it important for companies and celebrities?
• Can you think of any examples of successful or not so successful PR
campaigns?

All these word partnerships (collocations) relate to PR in some way. Match the two parts
of the collocation and then find the meaning. One has been done for you as an example.
PR Collocations
Adverse trading a. injury or damage caused at work
Insider awareness b. knowledge and understanding of the people in general
Industrial release c. official information given to the media by an organisation
Hostile groups
d. buying and selling of a public company's stock by individuals
with access to non-public information about the company
Public statement
e. organised groups that try to change government policy on a
particular issue
Press takeover f. acquiring a company in an uncooperative way
Pressure accident
g. a formal summary of the aims and values of a company,
organization, or individual
Mission publicity - h h. Negative attentionFor Aptech Centre Use Only

Answers
PR Collocations
Adverse publicity h. Negative attention
Insider trading
d. buying and selling of a public company's stock by individuals
with access to non-public information about the company
Industrial accident a. injury or damage caused at work
Hostile takeover f. acquiring a company in an uncooperative way
Public awareness b. knowledge and understanding of the people in general
Press release c. official information given to the media by an organisation
Pressure groups
e. organised groups that try to change government policy on a
particular issue
Mission statement
g. a formal summary of the aims and values of a company,
organization, or individualFor Aptech Centre Use Only

Listening Skills
• You will hear part of a lecture on Public relations.
• In this part of the lecture, the speaker explains the
difference between PR and advertising and goes on to give
two examples of successful PR campaigns.
Listening

Listening Skills
• What do you think are the main differences between advertising and PR?
• What do you understand by ‘Corporate Social Responsibility’? If you have
never heard the term before, try to work out what it means from the
meanings of the three words.
Pre-Listening

Listening Skills
Listen and answer the questions at the end by choosing a, b, c or d.
1. How does the speaker define PR?
a. As the practice of communication with advertisers to promote publicity
b. As the promotion of products or services with the aim of encouraging people to buy
c. As the practice of managing the spread of information from a company to the public
d. As a form of marketing communication intended to sell a particular product
2. What is the point the speaker makes about communication technology?
a. It increases the importance of effective PR
b. It cannot be used to influence or manipulate audiences
c. Its development has not greatly influenced PR over the last 30 years
d. It is an art that can make a brand or business newsworthy.
Exercise

Listening Skills
3. Why does the speaker use the example of Jonny Cohen of Highland Park, Illinois?
a. To trigger interest in the Pepsi Refresh Project.
b. To show how good his project of making school buses more efficient is.
c. To illustrate how successful PR has a positive impact on communities.
d. To emphasize that Cohen received less money than others.
4. Why was the Stand Up To Cancer PR campaign successful?
a. Because it was financially beneficial and it won an award.
b. Because its name was short and its slogan was catchy.
c. Because it was simple, clear and bringing benefits to the charity that launched it.
d. Because it was in a good cause, it engaged people and cured cancer.
Exercise

Listening Skills
5. Which one of the following companies or organizations is NOT mentioned by the
speaker?
a. Pepsi
b. Coca Cola
c. Body Shop
d. GreenShields
Exercise

Listening Skills
6. Which of the following best summarises Part I of the lecture:
a. PR is an art that includes the following elements: supporting good causes,
encouraging people to vote and having a clever name. A solid PR campaign makes
your brand newsworthy.
b. PR is not only an ad campaign with a catchy tune and a clever slogan but also a
socially responsible practice. It needs to show Corporate Social Responsibility like the
Body Shop.
c. PR is a practice very closely related to advertising but needs to be distinguished from
it as one that is not forced upon people and involving ethical responsibility.
d. PR is an important communication strategy intended to influence audiences. If not
done properly, it can do a lot of damage to an individual or organization, but is also
very rewarding, if carried out responsibly and if it gives back to society.
Exercise

Listening Skills
Answers
1. c
2. a
3. c
4. c
5. b
6. d
Exercise

Grammar
Modals of Obligation
• Obligation means we have no choice about something. We must or have
to do it.
• Both must and mustn’t are used for obligation: positive and negative.
• Negative obligation is also known as prohibition.

Grammar
• I must go to the bank today.
• You mustn’t disturb him while he’s working.
‘Have to’ although technically not a modal verb has a similar meaning to
‘must’. However, there are some differences in form and meaning.
‘Must’ is more often used for ‘internal obligation’, that is something that the
speaker feels he/she or the listener needs to do.
• I must tidy my room.
• You must come and visit me soon

Grammar
‘Have to’ is more common when talking about an ‘external obligation’, that
is a rule or law.
• Children aged between 5 and 16 have to go to school.
• You have to stop at zebra crossings in the UK.
(These are laws)

Grammar
Exercise
Which do you think is more appropriate in each case?
1. I must/have to visit my aunt and uncle soon.
2. If you have a pet you must/have to look after it well.
3. Boys in China must/have to do military service.
4. Pregnant women must/have to eat plenty of fruit and vegetables.
5. To drive on the road you must/have to be insured.

Grammar
Exercise
Answers
1. I must visit my aunt and uncle soon.
2. If you have a pet you must look after it well.
3. Boys in China have to do military service.
4. Pregnant women must eat plenty of fruit and vegetables.
5. To drive on the road you have to be insured.

Write 2 sentences of your own showing internal obligation and 2 showing
external obligation.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Exercise

Answers
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Exercise
Internal: I must leave by 8pm;
Children mustn’t bite their nails.
External: You have to pay tax on all your income;
Soldiers have to be prepared to kill and die for their country.

Grammar
Exercise
While the negative form of must (mustn’t) shows another type of obligation,
the negative form of ‘have to’ (‘don’t have to’) is different. It means you do
have a choice. You can do it or not do it.
• I must leave now. (obligation)
• You mustn’t cheat. (obligation/prohibition)
• You have to pay the fees now. (obligation)
• You don’t have to pay today. (lack of obligation)

Which of the following pairs is correct?
1. Students mustn’t/don’t have to use their phones in class.
2. You mustn’t/don’t have to eat the vegetables.
3. Jack mustn’t/doesn’t have to get to work by 9.00.
Exercise

Answers
1. Students mustn’t use their phones in class.
2. You don’t have to eat the vegetables.
3. Jack doesn’t have to get to work by 9.00.
Exercise

Grammar
Obligation
Must, being a modal verb, doesn’t change its form. That means there is no
past form of must. To talk about obligation in the past we use ‘have to’
whether the obligation was internal or external.
• I had to go to the bank.
• We had to stop at the traffic lights.

Write four obligations you had during your childhood.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Obligation

Answers
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Obligation
1. I had to help my mother at home.
2. I had to go to school.
3. I had to share my toys with my sister.
4. I had to obey my parents.

Grammar
Deduction
Must can be used for obligation and deduction.
In the present tense they may look the same.
• Anna must be angry (deduction)
• Children must be quiet in class (obligation)
In the past they look quite different.
• Anna must have been angry.
• Children had to be quiet in class.

Grammar
Deduction
Decide if these sentences are deduction or obligation. Write D or O.
1. My son enjoys Maths now. They must have changed the teacher.
_____________
2. I had to do two hours Maths homework last night. _____________
3. I must go home. It’s late. _____________
4. It’s the school holidays soon. The kids must be happy. _____________

Grammar
Deduction
Answers
1. My son enjoys Maths now. They must have changed the teacher.
_____________
2. I had to do two hours Maths homework last night. _____________
3. I must go home. It’s late. _____________
4. It’s the school holidays soon. The kids must be happy. _____________
Deduction (D)
Deduction (D)
Obligation (O)
Obligation (O)

Make these sentences in the past form.
1. Students must study for five hours a day.
_______________________________________________________________________
2. Charles must be tired after his run.
______________________________________________________________________
3. Jim has to pay a £500 fine.
________________________________________________________________________
Exercise

Answers
1. Students must study for five hours a day.
_______________________________________________________________________
2. Charles must be tired after his run.
______________________________________________________________________
3. Jim has to pay a £500 fine.
________________________________________________________________________
Exercise
Students had to study for five hours a day.
Charles must have been tired after his run.
Jim had to pay a £500 fine.

Reading Skills
Reading: A‘how to’article
• Read the article on how to organise a PR campaign and answer the
questions in the exercises.

Reading Skills
Analysing the Layout and Language of an Article
• What form are the underlined verbs in? Why?
_____________________________________________________________
_____________________________________________________________
• There are many questions in this short article? What is their purpose?
_____________________________________________________________
_____________________________________________________________

Reading Skills
Analysing the Layout and Language of an Article
• What form are the underlined verbs in? Why?
_____________________________________________________________
_____________________________________________________________
• There are many questions in this short article? What is their purpose?
_____________________________________________________________
_____________________________________________________________
The Imperative is used because the text gives advice/instructions.
Questions encourage the reader to think through their goals and
ideas for designing their PR campaign.
Answers

The words in italics relate in some way to PR. Find words that means:
• Reduce the effect of
• Positive attitude
• Follow the outcome
• Serious problems in a business
• Ways of getting messages across
• Interaction of different elements to create a better result
• Ways of seeing
• Main thing you want to say
Vocabulary from the Text

Answers
• Reduce the effect of - mitigate the impact of
• Positive attitude - goodwill
• Follow the outcome - track the results
• Serious problems in a business - corporate crisis
• Ways of getting messages across - communication vehicles
• Interaction of different elements to create a better result - synergy
• Ways of seeing - perceptions
• Main thing you want to say - key message
Vocabulary from the Text

Preparation Stage
• Work in small groups. Think of a company or celebrity you would like to create a
PR campaign for.
• Why is this campaign necessary? (See Step 1 above for ideas)
• What methods are you going to use? (See Step 5 above for ideas)
• Work together to create a list of points in answer to the above questions.
Communicative Activity

Circulate around the class and complete the following table with the ideas of
the other groups.
Ideas Sharing Mingle
Group No
or name
Company or celebrity
name
PR Campaign ideas

• As a class organise a vote to decide which group had the best ideas for the PR
campaign.
• Don’t forget to give them a prize!
Vote

Test Your Knowledge
1. Identify the sentences which show obligation/lack of obligation.
Sr. no. Statement
1 I may not attend the seminar as I have some work.
2
We must convince the local distributor to emphasise our brand
colour.
3 You have to pay for the food before you eat.
4
We don’t have to take responsibility for the goods’ condition after
exporting them.
5 You must be happy with the result.

Test Your Knowledge
1. Answers
Sr. no. Statement
1 I may not attend the seminar as I have some work.
2
We must convince the local distributor to emphasise our brand
colour.
3 You have to pay for the food before you eat.
4
We don’t have to take responsibility for the goods’ condition
after exporting them.
5 You must be happy with the result.

Test Your Knowledge
2. Which of the following statements are NOT true about PR?
Sr. no. Sentences
1
PR is the use of techniques for influencing people to buy products they
don’t need.
2 The ultimate goal of PR is giving information to the public.
3 PR is only used by celebrities.
4 PR is usually aimed at specific target audiences.

Test Your Knowledge
2. Answers
Sr. no. Sentences
1
PR is the use of techniques for influencing people to buy products they
don’t need. – NOT TRUE
2 The ultimate goal of PR is giving information to the public.
3 PR is only used by celebrities. – NOT TRUE
4 PR is usually aimed at specific target audiences.

In a Nutshell…
In this lesson you learnt to:
• Explain the meaning of PR using appropriate vocabulary
• Design a PR campaign for a business or celebrity
• Use modal verbs of obligation in the present and past
• Listen and understand the key points of a lecture on PR

Ae bc ppt19

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