III. READING ASSIGNMENTS. Ex 1. Skim through the text and answer the following questions.
Ex 1. Skim through the text and answer the following questions.
1. What does public relations concern? 2. What is the purpose of public relations? 3. What forms of public relations campaigns do you know? 4. What means a public relations specialist may employ? 5. Name basic categories of letters relating to public relations. 6. What is the main objective of public relations letters? 7. Why all public relations letters must be friendly?
Ex 2. Consider the following phrases taken from different public relations letters and complete the table listing the numbers of each phrase in a corresponding column. Each column signals particular reason for writing a public relations letter.
1. It's been a pleasure to have you as a tenant and we look forward to serving you in the future. 2. Thank you very much for writing a letter of recommendation to be included in my dossier at Moraine Valley Community College. 3. Congratulations on being promoted to branch manager of the company. Your work in the field for the company will profit you and us in your new position. 4. I am grateful to the Dole Glass Company for giving me outstanding service last Sunday night. 5. A Dynamic Maintenance Agreement provides saving benefits many cost conscious customers want and look for today. 6. We'd simply like to take this time to thank you for making your first charge purchase and assure you that everyone at Pine & White is always ready to serve you. We are looking forward to a long and mutually rewarding association. Welcome to the 'family'. 7. Please, fill out the enclosed reply card if something has been troubling you. 8. Do you know that, in blind testings among distinguished wine connoisseurs, California wines has been reaping the highest awards for more than the past decade? 9. We hope our caring will make your sorrow easier to bear. 10. If you have encountered a problem with our service or merchandise, we want to know. 11. Congratulations on your new title of Certified Insurance Counselor just announced in the Midtown Financial Record. 12. The Economic Academy cordially invites you to attend its traditional annual meeting on... 13. Now that you've used your EcAc credit card for the first time, we are sure you have seen for yourself the convenience and ease a charge account provides. 14. We appreciate your thoughts of us and your sympathetic note. 15. Word of your illness just reached me, and I want to wish you a quick return to good health. 16. We have a new line of coated stainless steel cookware ready to market. Would you be interested in discussing the product and the possibility of advertising it for us? 17. We welcome the advice of our customers and friends to keep us on our toes. 18. It is our sincere desire to give you the personal attention and satisfaction. 19. The perfect place to begin your search is your local Liqour Land, where our friendly wine merchants are eager to recommend their latest finds. 20. Your successful sales efforts have secured an annual sales volume of $1 million from Amsterdam, Inc. My congratulations to you for this fine job. 21. We know death is certain, yet it remains hard to accept. 22. Please accept our heartfelt sympathy in your time of great sorrow. 23. If your crew had not worked so quickly, I would have been forced to board up my store and close on Monday to have the repairs made. 24. Please let us know how we can assist you in the future. 25. I would like to congratulate you and your people for the fine job that has been done in reducing our raw materials inventory in the recent months. 26. Should you have any questions, or require additional information, please do not hesitate to contact us. 27. We are grateful to all the students who are studying this textbook for their exceptional dedication to the English language. Again let us say, 'a job well done'.
Ex 3. Match the English words and phrases in column A with the corresponding equivalents in column B.
A 1. It is our sincere desire to give you the personal attention. 2. Please let us know how we can assist you in the future. 3. I would like to congratulate you and your people for the fine job. 4. It's been a pleasure to have you as a tenant and we look forward to serving you in the future. 5. We'd like to take this time to thank you for making your first purchase. 6. We know death is certain, yet it remains hard to accept. 7. Please accept our sympathy in your time of great sorrow. 8. Please fill out the enclosed reply card if something has been troubling you. 9. Thank you for your interest in Inland Steel. 10. Let me congratulate you on winning Hartword award. 11. We appreciate your thoughts of us and your sympathetic note. 12. If you have encountered a problem with our service or merchandise, we would like to know. B a) Я бы хотел поздравить вас и вашу группу с прекрасно выполненной работой. b) Нам было приятно сотрудничать с вашей фирмой как с арендатором наших помещений, и мы надеемся, что вы воспользуетесь нашими услугами и в дальнейшем. c) Мы знаем, что смерть неизбежна, тем не менее, с этим трудно смириться. d) Мы бы искренне хотели уделить вам личное внимание. e) Пожалуйста, примите наши соболезнования в связи с вашей тяжелой утратой. f) Благодарим за ваш интерес, проявленный к компании Инленд Стил. g) Просим сообщить нам, какие услуги мы могли бы оказать вам в будущем. h) Позвольте поздравить вас с получением премии Хартфорда. i) Мы признательны за то, что вы помните о нас и за ваши соболезнования. j) Мы бы хотели воспользоваться этим случаем, чтобы поблагодарить вас за первую покупку. k) Если вы столкнулись с проблемами, связанными с нашими услугами или товарами, дайте нам знать. l) Если у вас есть какие-либо претензии, просим вас заполнить прилагаемую открытку. Ex 4. Fill in the blanks using the words in the box.
A are writing, main point, is determined, another, essential, to get across
Your message, tone and knowledge of your reader are _______________ ingredients in a successful customer relations letters. But success involves something more than knowing how to use the right words _______________ your main ideas. It is also critical to know where and how to start, and especially, where to present your _______________. Not every customer relations letter starts by giving the reader the writer's main point, judgement, conclusion, or reaction. Where you place your main idea _______________ by the type of the letter you _______________. Good news messages require one tactic, bad news _______________.
B postpone, or commentary, offended, to a letter, run a risk, approach, is not likely, indirect
If you are writing a good news letter, use the direct _______________. Start your letter with the welcome, pleasant news that the reader wants to hear. Don't _______________ this opportunity to put your reader in the right frame of mind. Then provide any relevant supporting details, explanations, _______________. Being direct is advantageous when you have good news to convey.
But if you have bad news to report do not open your letter with it. Be _______________. Prepare your reader for the bad news. Do everything you can to keep the tension level down. If you throw the bad news at your reader right away, you _______________ of jeopardizing the goodwill you want to create and sustain. Again, put yourself in the reader's place. Consider how you would react _______________ that began 'we regret to inform you that...', 'your order cannot be filled', or 'your application for a loan has been denied'. Having been denied, disappointed or even _______________ in a first sentence or paragraph, the reader _______________ to give you his or her attentive cooperation thereafter.
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