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《新境界-综合教程1》课件 unit 8


新境界职业英语 综合教程 ①

Unit 8

Public Relations

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Part I Text A Part II Applied Writing Part III Text B Part IV Reading Skills

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Part I Text A
Pre-reading Activities
Task 1 Task 2 Mini Text Task 3 Task 4

Reading of the Text
Text A Comprehension Vocabulary Syndicate Activities Translation Task 1 Task 3 Task 5 Task 6 Task 2 Task 4 Task 7

Phonetics Review Grammar Review
Task 1 Task 2 Comprehensive Exercises

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Pre-reading Activities
Task 1
Work in pairs. Talk about public relations and answer the questions below.

1. What is your understanding of public relations?

Free answer.
2. Do you think public relations are important for individuals, e.g. for you? Why?

Free answer.
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Pre-reading Activities
3. Do you think public relations are important for a company? Why?

Yes. The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public is the buyer of the product and the media are responsible for publicizing it.

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Pre-reading Activities
4. Who do you think is in charge of dealing with public relations in a company? What are the main duties of him or her? PR manager is in charge of dealing with public relations in a company. The role of a PR manager is very varied and depends on the organization and sector. 5. What characteristics are needed for a public relations manager, do you think? Candidates who want to work as a PR manager need to show evidence of excellent communication, interpersonal and writing skills, etc.
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Pre-reading Activities
6. Would you like to work in the PR department of a company in the future? Why or why not?
Free answer.

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Pre-reading Activities
Task 2
Read the following Mini Text and find the words or expressions that match the context meaning given. a) __________: activity that makes news or information release available publicly

supervise b) __________: be in charge of a person or group of people premium c) __________: finest in quality, best

journalist d) __________: one whose job is to report the news
e) __________: newspapers and news magazines in general press
f) __________: develop a plan or proposal carefully formulate
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Mini Text
Public Relations Manager
MIOGGI, a Korean premium cosmetic brand, is rapidly expanding and developing the markets in Hong Kong and Mainland China. 1 We are now seeking a high potential and motivated applicant for the position of a Public Relations Manager. Job responsibilities ? Effectively maintaining relationship with the press and other media, government and social organizations;
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Mini Text
? Arranging press conferences, interviews with journalists, preparing and distributing news releases to the media; ? Responding to enquiries from the public, media and other organizations; ? Managing the company’s response to important issues, especially in times of crisis; ? Exploring new relationship with industry professionals, journalists and editors in cosmetic field; ? Preparing and supervising the production of publicity brochures, directing mail leaflets and advertising; ? Formulating annual PR strategies, PR activities, PR budgets in line with the company’s forthcoming marketing strategies.
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Pre-reading Activities
Task 3
Work with your partner and answer the following questions according to the Mini Text. 1. What kind of industry is MIOGGI? And where is it from?

MIOGGI is a Korean Cosmetic company.
2. What type of applicant are they looking for to fill in the position of Public Relations Manager?

They are looking for a high potential and motivated applicant for the position of a Public Relations Manager.
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Pre-reading Activities
3. Who does the Public Relations Manager have to sustain a healthy nice relationship with?

Public Relations Manager has to sustain a healthy nice relationship with the press and other media, government and social organizations.
4. How can news releases be distributed to the media?

News releases can be distributed to the media by arranging press conferences and interviews with journalists.
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Pre-reading Activities
5. What do you think is a Public Relations Manager’s main duty and why? Public Relations Manger’s main duty is maintaining relationship with the press, other media, government and social organizations. Because good relationship with the above motioned can help publicize products and solve problems positively in times of crisis.

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Pre-reading Activities
6. Other than maintaining external relationships, what other duties does a PR Manager have in the company? A PR manager also has to handle enquiries from the public, respond to important issues, especially in times of crisis, supervise the production of publicity brochures, and formulate annual PR strategies, PR activities and PR budgets in the company.

Back

Pre-reading Activities
Task 4
Fill in the blanks in the following summary of Text A with words given in the box.

tactics faulty publicity

inadvertently generate victims
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Reading of Text A

How to Deal with
Crisis Public Relations

Text A
How to Deal with Crisis Public Relations
1 Crisis communication is most often the domain of big corporations and government departments

Para. 1

who deal with major incidents like oil spills, natural
disasters or faulty product recalls, 2 however it’s always a good idea for any business to have a plan to maintain

its reputation in the event of negative publicity.

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Text A
Para. 2 3 What would you do if your product inadvertently caused illness or injury? 4 How would you
handle a situation where the media was calling you

demanding answers about negative comments someone
was making regarding your business? Para. 3 5 On the whole, generating publicity is a positive promotional tool, but it’s wise to be prepared should

your relationship with the media turn sour. Here are 5 steps
to take to manage a crisis that spills over into the media.
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Text A
Para. 4 1. Respond quickly. 6 The longer you wait

to comment, the more likely a journalist is to seek negative comments from others, or worse, say that you’re refusing to comment. 7 Nothing screams “guilty” faster than a response of “no comment”.
Para. 5 2. Be honest. The public and the journalists

will be more willing to forgive an honest mistake than a calculated lie. A lie can be much more damaging to a business than the truth.
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Text A
Para. 6 3. Provide as much information as you can. If you’re not informative, the media and the public will create their own rumours and come to their own

conclusions. 8 Best you put forward all the facts you can so the space isn’t filled with inaccuracies that are
often difficult to rectify once they’re in the public domain.

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Text A
Para. 7 4. Show your care. If something your business has done has hurt, injured or upset anyone, it’s important to show you care about the apparent victim.
9 The worst thing you can do is to try and avoid

accepting responsibility but then be bullied into it a week or two later - the public will think you’ve only taken a

better course because of mounting pressure, rather than
a desire to make amends. Sometimes, even a simple apology can diffuse a negative situation.
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Text A
Para. 8 5. Listen. 10 You may have a very strong idea of what went wrong and how you need to fix it, but this could be completely at odds with public opinion. You

can learn a lot by listening to your clients and customers
and maintaining a good two-way relationship.

Back

Text A
Para. 9 11 While crisis management on the scale
of a national disaster or major corporate issue may never be a problem you must face, using the above tactics when faced with any complaint or problem can help diffuse a negative situation quickly and effectively.

Good PR skills can be used across all areas of your
business -- whenever you come into contact with your customers.
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Comprehension
Task 1
Work in pairs and answer the following questions according to the text. 1. Which organizations would find crisis communications important?

Big corporations and the government departments.
2. Why does a company need to be honest when dealing with crisis?

Because the public and the journalists are more willing to forgive an honest mistake than a calculated lie.
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Comprehension
3. What would happen if a company responds slowly when dealing with crisis? The longer the company waits to comment, the more likely a journalist is to seek negative comments. 4. What should a company do if their business has done something that hurts, injures or upsets anyone? The company should show their care.

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Comprehension
5. What would the public think of the company that accepts its responsibility very late? The public will think the company has only taken a better course because of mounting pressure, rather than a desire to make amends.

6. Why does a company need to “listen”?
A company needs to listen because they can learn a lot from their clients and the public.

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Comprehension
7. When will the above tactics be practical? When faced with any complaint or problem from the public. 8. Which of the above tactics do you think is the most useful? Free answer.

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Comprehension
Task 2
Choose the best answer to the following questions.

1. In paragraph two, the word “inadvertently” can be replaced by__________. a. Willfully b. purposely c. Accidentally d. happily 2. What does “turn sour” in paragraph three mean? a. Expired milk. b. Taste of lemon. c. Become bad. d. Grow good.
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Comprehension
3. Which of the following is not a possible topic of negative publicity? a. Oil spills. b. Natural disasters. c. Weather change. d. Faulty product recalls.
4. Which is a more important element that should be included in a response? a. Giving explanation. b. Offering facts. c. Defending oneself. d. Avoiding the responsibility.

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Comprehension
5. What should companies do in order to avoid rumours? a. Hide the fact. b. Pay the media. c. Make up facts. d. Provide as much information as they can. 6. What can a simple apology do? a. Diffuse a negative situation. b. Make people angry. c. Make people happy. d. Solve all the problems.
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Comprehension
7. What does a “two-way relationship” in the passage imply? a. Relationship between man and woman. b. Relationship between staff and customer. c. Relationship between the government and organisations. d. Relationship between organisations and customers. 8. This article is about ________________. a. how to deal with a crisis public relations b. how to deal with natural disasters c. how to deal with the customers d. how to deal with the financial problem
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Vocabulary
Task 3

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Vocabulary
Task 4
Fill in the blanks with the words given in the box. Change the form where necessary. victim forgive generate mounting sour publicity inaccuracy amends

forgive 1. I can’t __________myself for making such a big mistake during the presentation. publicity 2. The company has launched a campaign of __________
for a new car. generated 3. Her latest film has __________a lot of excitement.
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Vocabulary
4. It seemed that their relationship had turned __________ sour overnight.

inaccuracy 5. I do not mind lying, but I hate ___________.
6. The children are the innocent __________of the fighting. victims

mounting 7. The government has come under ___________ criticism in
the press.

amends 8. I want to make __________ for the worry I’ve caused you.

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Syndicate Activities
Task 5
Work out Duties and Responsibilities for a PR Manager

Work in groups. Suppose you are a Public Relations
Manager of Guangzhou Automobile Group. Describe your duties and responsibilities, preparing a presentation for the

class. You can refer to the text for information you need.

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Syndicate Activities
Task 5
PR Manager of Guangzhou Automobile Group

Duties and responsibilities:
? Communicate with the press. ? Prepare and supervise the production of publicity materials. ? Develop company PR strategies. ? Make a plan for company crisis management. ? Handle PR issues on product recalls. ? Make relations with customers/clients.
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Syndicate Activities
Task 5
More expressions:

a. My job is to organize events on monthly basis. b. I am responsible for developing the company reputation. c. My job involves communicating with the press. d. In this job I have to make relations with the customers/ clients. e. I also have to prepare and supervise company’s external communication. f. I’m responsible for creating brand awareness for the company’s products.
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Translation
Task 6
Complete the following sentences by translating the Chinese parts into English.
1. Any business should have a plan to maintain its reputation in the event of negative publicity ____________________________(万一出现负面报道). (in the event of)

negative comments 2. Be ready for the answers about____________________ someone was making regarding your business _______________________________________(有人针 对你的企业做出的负面评论). (negative, regarding)
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Translation
3. It’s wise to be prepared ________________________ should your relationship with ____________________ (以防你和媒体的关系恶化). the media turn sour (turn sour) deal with a crisis that spills 4. Measures must be taken to______________________ over into the media ________________(应对一场已经蔓延到媒体的危机). (deal with, spill over)

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Translation
could be completely 5. Your idea of how to make amends _________________ at odds with public opinion _________________________ (有可能与公众意见完全 不一致). (at odds with) the media and the public will 6. If you’re not informative, ________________________ create their own rumours ____________________(媒体和公众就会制造谣言) and come to their own conclusions. (create, rumour)

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Translation
Task 7 危机会产生三方面相关联的问题:公共安全,经 济损失,名誉损失。某些危机,例如:工业意外事故 和产品负作用会对顾客造成伤害,甚至会危及生命。 危机也可能会因为经营中断而造成经济损失,从而引 起市场份额或购买意向的减少。从各方面讲,任何危 机都会影响一个机构的声誉。危机会暴露一个机构的 缺陷,从而在某种程度上影响其声誉。
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Phonetics Review
Task 1
Listen and repeat the following words, paying special attention to the underlined parts. 1. [m] me swim time simple 2. [n] need learn winter know

3. [N]
4. [l] 5. [w]

ring
live warm

thing
heal twin

strong
milk what

morning
hell quiet

6. [j
young

]

yes

yell

yellow

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Phonetics Review
Task 2
Listen and pick out the word in each group which contains the same sound as the word given. 1. come 2. son 3. sting 4. lock

?angry a.
a. comb a. tin a. Walt

b. summer b. thank b. sincere

c. comer

d. farmer d. English d. tinge d. walk

5. white
6. use

a. who
a. put

?whole b.
b. killer b. bus

?sing c. ?will c.
?

c. sand

c. whose
c. university

? d. tunnel
d. wheat
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Phonetics Review
Task 3
Listen to the following sentences and underline the word you hear in the brackets. 1. I was astonished to see some ( whales / veils ) in the water. 2. The teacher wrote ( “we” / “v” ) on the blackboard. 3. The children must be ( warmed / warned ) not to touch the buttons . 4. His English is better than (mine / nine).

5. You’ll never see ( life / wife ) if you stay at home forever.
6. It’s beginning to get ( night / light ).
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Phonetics Review
Task 3
7. I only need ( some / sun ) flowers. 8. The egg has a double ( yolk / joke). 9. They are ( sinners / singers ).

10. Do you like to have some ( jam / yam )?

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Phonetics Review
Task 4

Listen and repeat the following sentences, paying special attention to the underlined parts.
1. A bad beginning makes a bad ending. 2. Learn to creep before you leap. 3. Man is mortal. 4. Never be weary of well doing.

5. Nightingales will not sing in a cage.
6. Lies have short legs.
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Phonetics Review
Task 4 7. Manners make the man. 8. New lords, new laws. 9. Work will not kill a man but worry will. 10. Life is a flower of which love is the honey.

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Grammar Review
Modal Verbs

I. Basic Usage of Modal Verbs (情态动词的基本用法) Task 1 A. Fill in the blanks with proper modal verbs.

1. I ______ see my cousin over there, but I ______ not see can can if he is alone. Can/May 2. _________ I help you? 3. They asked him if he _________ go abroad. would 4. She _________ speak Spanish when she was six. could must 5. The light is on. He _________ be in the office. 6. You _________ be out in the fresh air. ought to 7. “Must I come over tonight?” “No, you _________.” needn’t
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I. Basic Usage of Modal Verbs (情态动词的基本用法) Task 1

8. It _________ have rained, for the ground is dry. couldn’t 9. People _________ ill-treat animals. shouldn’t

10. She _________ not go through the woods alone. dare
11. You _________ make so much noise at the hospital. mustn’t 12. _________ you pass me the ball, please? Will/Would

13. _________ we go now? Shall
may 14. Only club members _________ buy drinks at the bar. must 15. You _________ hurry or you’ll miss the flight.
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Task 1

B
Modal Verbs

Usage 表示能力(体 力、知识、技 能)

Classification of Modal Verbs can could (can的过去式) may (最正式,语气更婉转) might (比may更客气) can (最不正式) could (比can 更客气)

Examples (from the above sentences)

1, 4

表示许可

2, 14

will 表示意愿、诺言; would ( will的过去式,语气 请求、建议 更客气) 表示必要性

3, 12 7, 15
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must needn’t (must的否定式)

Modal Verbs
Usage 表示禁止 表示应该 mustn’t should ought to (语气比should强) shall Classification of Modal Verbs Examples (from the above sentences)

11 6, 9 13 10 5, 8
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表示征求意见 (用于第一人 称);命令、 警告
表示敢做某事

dare

表示猜测

must (用于肯定句,可能性最大) can (用于否定句或疑问句,过去时用 could) may (用于肯定句,表示理论上的可能) might (用于肯定句,可能性最小)

II. Perfect Tense of Modal Verbs (情态动词的完成体)
Task 2

A. Fill in the blanks with proper forms of modal verbs.
1. You ________________ (come) to the class at 8 o’clock. should have come 2. I _________________ (finish) the paper. But I’m late for the could have finished exam. 3. You needn’t have brought(bring) me flowers. How kind of _________________ you! 4. You _________________ (have) a good sleep last night, you must have had look energetic. 5. You _________________ (tell) her the bad news. shouldn’t have told couldn’t have seen 6. He went to Australia two weeks ago. You ________________ (see) him in the street yesterday.
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II. Perfect Tense of Modal Verbs (情态动词的完成体)
Task 2 B

should have come could have finished must have had

needn’t have brought

shouldn’t have had

couldn’t have seen

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Comprehensive Exercises
Task 1
Fill in the blanks with proper modal verbs. 1. As he had heart attack, he was told that he ___________ mustn’t continue the work. 2. It was so dark, we ___________ see anything. couldn’t would 3. I ___________ like to make a suggestion.

needn’t 4. You ___________ have washed all those clothes! We
have a washing machine to do that sort of thing.

5. She ___________ even look at me. dare not
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Comprehensive Exercises
Task 1 6. Bob said he was going to join our club but he didn’t. He _________ have changed his mind. must 7. “Must we answer the letter?” “No, you _________.” needn’t 8. If there is no taxi, we _________ walk home. shall

might 9. There __________ be life on some planets.
10. With all the work on hand, he__________ have gone to couldn’t
the cinema last night.

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Comprehensive Exercises
Task 2
Choose the best answer. 1. Peter _____come with us tonight, but he isn’t very sure yet. a. can a. can’t have been c. mustn’t have been week if you like. a. can’t b. needn’t c. mustn’t d. won’t
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b. may

c. must

d. will

2. The room is in a terrible mess; it _____ cleaned.
b. shouldn’t have been d. wouldn’t have been

3. You _____ return the book now. You can keep it till next

Comprehensive Exercises
Task 2 4. You _____ to town to see the film yesterday. It will be on TV tonight. a. needn’t go b. had better not go c. should not go d. needn’t have gone 5. I am feeling sick. I _____ so much chocolate. a. needn’t have eaten b. couldn’t have eaten c. mustn’t have eaten d. shouldn’t have eaten 6. Johnny, you _____ play with the knife, you ____ hurt yourself. a. won’t; can’t b. mustn’t may c. shouldn’t; must d. can’t; shouldn’t Back

Comprehensive Exercises
Task 2

7. “Where ______ my umbrella?” “Somebody ______ it away by mistake.” a. is; must have taken b. is; must take c. have been; must take d. is; takes

8. It was really very dangerous; you ______ him seriously. a. might have injured b. could injure c. should have injured d. must injure
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Comprehensive Exercises
Task 2

9. I know things are hard with you, but you ____try to get over the difficulties. a. can b. may c. must d. ought

10. He ____the 9: 20 train because he didn’t leave home till 9: 25. a. can reach b. could catch c. may not catch d. couldn’t have caught
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Applied Writing
Greeting Cards: Christmas Cards and Birthday Cards
Situation Task 1 Task 2

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Situation
Answer the following questions by referring to the greeting cards. 1. What occasion is the first card for? The first card is for __________________. Christmas 2. Who is the first card sent to? The first card is sent to __________________. the customers 3. What occasion is the second card for? The second card is for __________________. birthday 4. Who sent the second card? _____________ sent the card. Bob 5. What words are printed on the second card? “Happy Birthday” ____________________.

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Task 1
You are a PR Manager responsible for sending out company greeting cards to your loyal customers. Design Christmas Cards, referring to the card messages above.

Dear customers,
Wish you a Merry Christmas And thank you for your support In the past year! White Horse Advertising Co. Ltd.
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Task 2
You are Angel, write a Birthday Card to your colleague Sandra.

Dear Sandra,

Wishing all the best for your birthday. May all your dreams and wishes come true. Love, Angel
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Text B
Citizenship and Manners in Public

复旦大学

Background Information Pre-reading Activities Reading of the Text Text B Task 1 Task 2 Task 3 Syndicate Activities Task 4

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Text B
Citizenship and Manners in Public
Para.1 1 Being a citizen and being a good citizen are far from the same thing. 2 Being a good citizen and exhibiting signs of good citizenship is far removed from the legal distinction of being a citizen of one country or another.

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Text B
Community Para.2 Communities are vital to culture’s and country’s proper functioning. 3 In communities where good citizenship is evident, local ties flourish and people come together -- both in bad times and in good. 4 People who help out elderly neighbors, people who help to organize the local school’s summer fete -- these are people who exhibit signs of good citizenship. The youngsters who wash cars in the neighborhood and sing Christmas carols at old people’s homes at Christmas are, too, people who exhibit good citizenship.
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Text B
Volunteering Para.3 Volunteering is becoming increasingly

important and is worth millions of pounds to the UK’s
economy. People who volunteer exhibit many signs of good citizenship. 5 From the people who work an afternoon a week at a local charity shop to people who raise thousands of pounds for charity on epic challenges, volunteers are widely regarded and of huge importance.

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Text B
6 Volunteers are good citizens for the simple

reason that they give back to the community without taking anything away. 7 Many people say that they enjoy the work they do -- but it can still often be tough going.

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Text B
Public Sector Para.4 8 Many people who are employed in public service can also be described as good citizens for their hard and selfless work for the greater good of others. 9 Doctors who perform delicate and virtually miraculous operations on a daily basis are good citizens, as are the nurses who tend their patients. But more than this - the people who truly have thankless jobs. The people who clean our schools and hospitals and those who cook food for elderly people --without whom, they would not see anyone else and would not eat properly.
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Text B
Para.5 Of course, good citizenship cannot just be about the jobs we do -- paid or unpaid. Good citizenship is more than this. Good citizenship should be evident in everything we do and say. 10 We should all strive to be good citizens in our words and actions -- smiling at people in the street and thinking the shopkeeper as he or she hands us our change are both small examples of how we can be better citizens. 11 Above all, good citizenship is about putting the needs of the community and the needs of others above one self’s own preferences.

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Task 1
Refer to Text B and decide if the following statements are “True” or “False”. Work with a partner.

_______ 1. Being a citizen and being a good citizen F are the same thing. T _______ 2. Communities are important to maintain the proper function of culture and country. T _______ 3. The youngsters who sing Christmas carols for old people are exhibiting good citizenship. _______ 4. Volunteering is worth millions of pounds to T the UK’s economy.
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Task 1
_______ 5. The volunteering work is often very easy. F _______ 6. Nurses who tend their patients are good T citizen examples. _______ 7. Good citizenship cannot just be about the T jobs we do -- paid or unpaid. _______ 8. Good citizenship can be demonstrated T through our words and actions.

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Task 2

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Task 3
Work with a partner, and fill in the blanks with the proper words given below, changing the form if necessary. vital volunteer exhibit charity virtually delicate preference evident

virtually 1. He was __________ unknown before running for office. 2. The ___________ operation required a very skilled delicate surgeon. charity 3. She does a lot of work for ___________. 4. The Health Clinic is relying on ____________ to run the volunteers office and answer the telephones.
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Task 3
5. It was ___________ that the policy was a failure. evident
6. This matter is of ___________ importance to us. vital

exhibits 7. He frequently ___________ at the art gallery. preference 8. We give ___________ to those who have worked
with us for a long time.

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Syndicate Activities
Task 4
Work in groups, list the bad manners that can be found in your city, and suggest some activities or campaigns to improve the situation and promote good manners in the public.
Bad Manners in Our City My Suggested Ways to Improve

Free answer.

Free answer.

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Reading Skills
Separating Facts from Opinions

Look at the following statements. Which are facts and which are opinions? Use the spaces on the left to mark each O (for opinion) or F (for fact).

1.______ In 2009, our Company generated $8.2 billion in F cash from operations, up 8 percent from 2008 and marking the first time we have surpassed the $8 billion mark.
2.______ These assessments are critical as they help O determine if it is equally beneficial for you to continue through the hiring process.
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3.______ Working with our more than 300 bottling partners, F we added approximately 650 million incremental unit cases of volume to our business, a 3 percent gain over 2008. 4.______ At P&G we are proud that we develop talent O almost exclusively from within. For this reason our hiring process is very rigorous. 5.______ It was an important year because it reaffirmed O our confidence in our Company’s ability to weather an extraordinary global economic crisis and continue to grow.
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