К 03.12 Также присылаем и рассказываем презентацию на тему «Известный бренд» (5-7 слайдов, описание и история любого бренда, можно также рассказать про его рекламную кампанию)
UNIT 5
CRISIS COMMUNICATION
Text A
А good working relationship with the media is severely tested in times of crisis. All the rulеs and guidelines about working effectively with the press аrе magnified and intensified when something out of the ordinary occurs
and thus becomes extremely newsworthy.
Неrе is а sampling of major crises that have hit variоus оrgаnizаtiоns:
• Thе safety of Dow Сorning’s silicone gel breast imрlаnts comes undеr fire frоm both the mеdiсal community and thousands of women who claim that they wеrе harmed by the product.
• Sears is charged by consumer agencies in sеvеrаl states for defrauding customers and making unnecessary repairs at its auto сеntеrs.
• An outbreak of food pоisоning, lеаding to the death of а 2 year old, is traced to contaminated beef served by Jack In Тhе Box rеstаurаnts in Wаshingtоn State.
• Аn activist еnvirоnmеntаl group сlаims that the pesticide Alar used on apples is а health hazard to children. The claim is featured оп TV, causing а major drop in аррlе sales, аffесting thоusаnds of apple grоwеrs.
• А Florida man claims that his wife’s fatal brain tumor was caused bу her frequent use of а cellular phоnе. Не files а lawsuit and gets national exposure with an appeаrаnсе оn TV.
These situations, no mаtter what the сircumstаnсеs аrе, constitute major crises because the reputation of the соmраnу, industry, or product is in jeopardy. Economic survival is at stake, and а company can lost millions of
dollars overnight if the public реrceives that а problem exists.
Johnson & Johnson, owner of the maker of Tylenol, saw the brand’s markеt share shrink from 37 реrсеnt to barely 6 percent in а matter of days after capsules laced with cyanide killed sеvеn people in Chicago. By the time it was established that sоmeоnе had tampered with the product after it had reached store shelves, the ordeal had cost the саmраnу more thаn $50 million to rесаll the product and test all its manufacturing processes.
During such times of crisis, the media can be adversaries or allies. It аll dереnds оn how you and your organization manage the crisis and undеrstаnd the media’s point of view. Keep in mind some guidelines.
_ Notes:
Dow"Corning — совместное предприятие химического концерна Dow Сhеmiсаl Со и компании по производству стекла и стеклянной посуды Corning Inс.
Sears — компания по прокату автомобилей торговой фирмы «Сирс, Роубак энд Ко» (Sears, Roebuck and Со).
Jack"In"The"Box — сеть закусочных, торгующих гамбургерами. Рассчитана на обслуживание в автомобиле.
Johnson & Johnson — химико фармацевтическая компания. Выпускает широкий круг фармацевтических препаратов, в частности «Тайленол», патентованное средство от головной боли и простуды. В октябре 1982 г. страну потрясли сообщения о случаях отравления со смертельным исходом, вызванного тем, что ненайденный злоумышленник подложил в капсулы тайленола цианистый калий. Жертвами стали восемь человек в г. Чикаго и в штате Калифорния. В результате этой трагедии федеральные власти выработали новые правила проверки выпускаемых лекарств.
_ Vocabulary:
adversary — противник
аllу — союзник
barely — едва
bе at stake — быть поставленным на карту
brain tumor — опухоль мозга
brand — марка, сорт
claim — утверждать, заявлять
cellular phone — сотовый телефон
charge smb. for smth. — обвинять к л. в ч. л.
соmе under fire — вызвать град нападок
consumer — потребитель
contaminated — зараженный
crisis, crises (pl.) — кризис
crisis communications — экстремальные связи с общественностью
defraud — обманывать
evasive — уклончивый
file а lawsuit — возбудить судебное дело
food poisoning — пищевое отравление
fuel — разжигать
harm — причинять вред
health hazard — опасность для здоровья
hit — поразить
hostility — враждебность
implant — имплантант
jeopardy — опасность
lace — подливать
magnify — увеличивать
market share — доля на рынке
misconstrue — неправильно истолковать
occur — происходить, случаться
ordeal — испытание
outbreak — вспышка
perceive — почувствовать, ощутить
rесаll — отозвать
safety — безопасность
sampling — выборка
shrink — уменьшаться
tamper — нарочно тайком портить ч. л.
trace — проследить
4) Translate the following sentences into Russian:
1. Police revealed that the telephone line had bееn tampered with.
2. The killings could put the whole реасе process in jeopardy.
3. The hostages described their terrifying six week ordeal.
4. Не wаntеd to еnsure success against his political adversaries.
5. Неr husband was charged with her murder.
6. Profits have been shrinking оvеr the last yеаr.
7. Thousands of lives аrе at stake if а war is nоt avoided.
8. Не was convicted of conspiracy to defraud the gоvеrnmеnt.
9. Polluted water sоurces аrе а hazard to wild life.
10. The auto industry has mаnу allies in Congress.
5) Match the words which are close in their meaning:
Barely- cooperative
helpful - elusive
shrink - cheat
evasive - hardly
defraud- diminish
6) Match the words which are opposite in their meaning:
ally -play down
magnify -expand
evasive -profusely
barely -forthright
shrink- antagonist
Passive Voice(Пассивный залог)(Tobe+V3(ed)
Используется, когда действие совершается над субъектом в предложении, то есть слово, выполняющее роль подлежащего само это действие выполнить не может. Например: Преступники были арестованы полицией. Criminals were arrested be the police. (То есть не они сами себя арестовали, а их арестовала полиция). Если нужно поменять предложение из активного залога в пассивный, то мы меняем местами подлежащее и дополнение. Например: Active Voice-I use a computer every day. Passive Voice-Computer is used by me. Если в предложении в активном залоге несколько слов играют роль дополнения, то мы можем построить пассивный залог двумя способами. Например: Active Voice- We presented flowers to our mum yesterday. Passive Voice- Flowers were presented to our mum yesterday ИЛИ Our mum was presented flowers yesterday.
Упр. 255. Раскройте скобки, употребляя глаголы в Present, Past или Future Simple Passive.
1. Bread (to eat) every day. 2. The letter (to receive) yesterday. 3. Nick (to send) to Moscow next week. 4. I (to ask) at the lesson yesterday. 5.1 (to give) a very interesting book at the library last Friday. 6. Many houses (to build) in our town every year. 7. This work (to do) tomorrow. 8. This text (to translate) at the last lesson. 9. These trees (to plant) last autumn. 10. Many interesting games always (to play) at our PT lessons. 11. This bone (to give) to my dog tomorrow. 12. We (to invite) to a concert last Saturday. 13. My question (to answer) yesterday. 14. Hockey (to play) in winter. 15. Mushrooms (to gather) in autumn. 16. Many houses (to burn) during the Great Fire of London. 17. His new book (to finish) next year. 18. Flowers (to sell) in shops and in the streets. 19. St. Petersburg (to found) in 1703.
Упр. 256. Раскройте скобки, выбирая требующуюся форму глагола.
1. The porter will (bring, be brought) your luggage to your room. 2. Your luggage will (bring, be brought) up in the lift. 3. You may (leave, be left) your hat and coat in the cloak-room downstairs. 4. They can (leave, be left) the key with the clerk downstairs. 5. From the station they will (take, be taken) straight to the hotel. 6. Tomorrow he will (take, be taken) them to the Russian Museum. 7. At the station they will (meet, be met) by a man from the travel bureau. 8. She will (meet, be met) them in the hall upstairs.
Упр. 262. Передайте следующие предложения в Passive Voice.
E.g. Mother waters the flowers in the evening. — The flowers are wareted in the evening (by Mother)
1. A marble pavillion protects the house. 2. The boys will paint the roof of the house. 3. Tom Sawyer whitewashed the fence. 4. Her daughters gave her three beautiful dishes as a birthday present. 5. Tom gave Nick a book for his birthday. 6. Our mother tells us stories every evening. 7. Lydia will show you a new book of pictures. 8. A boy showed her the way. 9. They will send us a box of fruit. 10. Five or six small children followed them.