Unit 12 Communication and Technological Change

1. Unit 12 Communication and Technological Change

2. Vocabulary focus • verbs used to introduce ideas from other sources (X contends/suggests/asserts • that …) • linking words/phrases conveying contrast (whereas), result (consequently), reasons (due to), etc. • words for quantities (a significant minority) Skills focus Reading • understanding how ideas in a text are linked Writing • deciding whether to use a direct quotation or a paraphrase • incorporating quotations • writing research reports • writing effective introductions/conclusions

4. 12.1 Vocabulary A Study the words and phrases in box a. • How does each word or phrase relate to communication in public relations? • Check the stress and pronunciation.

5. 12.1 Vocabulary A Study the words and phrases in box a.

6. 12.1 Vocabulary A Study the words and phrases in box a.

7. 12.1 Vocabulary A Study the words and phrases in box a.

8. B Read text A on the opposite page. 12.1 Vocabulary • What is a SWOT analysis? • Part of a strategic planning process which enables a company to evaluate and analyze its Strengths, Weaknesses, Opportunities and Threats. Look at the highlighted words. Connect each word to the noun it refers to. Example: it refers to a previously mentioned compound noun (SWOT analysis)

9. B Read text A on the opposite page. 12.1 Vocabulary

10. B Read text A on the opposite page. 12.1 Vocabulary

11. B Read text A on the opposite page. 12.1 Vocabulary

12. B Read text A on the opposite page. 12.1 Vocabulary

13. C Study the verbs in box b. They can be used to introduce quotations or paraphrases/summaries. 12.1 Vocabulary • accept, agree, concede • argue, assert, claim, contend, insist • consider, note, observe, point out, state • disagree, dispute • illustrate, indicate, show • Check the meanings of any words you don’t know. • Which verbs have similar meanings? • Which verbs are not followed by that? • When can you use each verb? Example: accept = the writer (reluctantly) thinks this idea from someone else is true See Vocabulary bank.

14. Vocabulary bank Introductory verbs Choosing the right introductory verb is important. Your choice of introductory verb shows what kind of statement the writer is making. Seltzer (2006) emphasizes that the nature of the relationship between the parties involved in the communication experience “rests on shared meaning” (p. 13). Your choice of introductory verb also shows what youthink of another writer’s ideas. This is an important part of academic work. Example: However, as Stamm and Grunig (1997) point out, although people receive and understand a message, they may still not change or act in accordance with the information.

15. Vocabulary bank *suggest can have two meanings

18. D Read text B on the opposite page. Look at the highlighted sentences. 12.1 Vocabulary • What is the purpose of each sentence? • Example: PR practitioners need to be aware of the issues, potential and pitfalls of social media = opinion or recommendation • In an assignment, should you refer to the highlighted sentences by quoting directly or paraphrasing? Choose an appropriate introductory verb from box b and write out each sentence as a direct quotation or a paraphrase. Add the source reference. See Skills Bank

19. Skills bank Deciding when to quote and when to paraphrase • When referring to sources, you will need to decide whether to quote directly or to paraphrase/summarize. • Quote when the writer’s words are special or show a particularly clever use of language. This is often the case with strongly stated definitions or opinions. • Paraphrase/summarize descriptions and factual information.

22. E Look at the SWOT analysis of social media for public relations practice on page 106. 12.1 Vocabulary • Complete the internal audit section with a list of strengths. • Suggest an action that the PR organization could take to overcome each of the identified weaknesses. • Write a list of opportunities for the external audit. • Suggest an action the PR organization could take to minimize each of the threats.

23. Internal audit (Page 106)

24. Internal audit (Page 106)

25. External audit (Page 106)

26. External audit (Page 106) c

27. A Discuss the following questions 12.2 Reading • What does written communication involve? • Written communication involves the message, which must be prepared by the sender, being encoded into words and typographic characters. It is then transmitted on a printed page or some other channel (e.g., a computer screen) and decoded by the receiver (assuming that the person understands that language and typographic characters). • What is the objective of a successful message? • The receiver of the message must react to it (i.e., act in accordance with the information to show that they have understood it).

28. 12.2 Reading B Survey the text on the opposite page. What will the text be about? Write three questions to which you would like answers. C Read the text. Does it answer your questions?

29. 12.2 Reading 3 D Number the items on the right in order of publication or statement. 5 8 6 • E For each paragraph: • Identify the topic sentence. • Think of a suitable title. 7 2 4

31. F Look at the underlined words in the text. What do they refer back to? 12.2 Reading

32. G Study the highlighted words and phrases. 12.2 Reading • What do they have in common? • What linking words or phrases can you use to show: • ● addition? • ● contrast? • ● concession? • ● result? • ● reason? See Vocabulary Bank

33. Vocabulary bank Linking ideas in a text Linking words, which join ideas within a sentence or between sentences, convey different meanings:

34. G Study the highlighted words and phrases. 12.2 Reading

35. G Study the highlighted words and phrases. 12.2 Reading

36. G Study the highlighted words and phrases. 12.2 Reading Write the sentences with the highlighted items again, using other linking words or phrases with similar meanings. But, as Stamm and Grunig (1977) point out, despite the fact that people receive and understand a message, they may still not change or act in accordance with the information. As a result, it can be argued, communication has not occurred. Therefore, to achieve better communication, public relations practitioners need to reduce noise. Although early communications models assumed that the direction of communication was one way (asymmetrical), from the sender to the receiver, later theorists have argued that the receiver is not passive.

37. G Study the highlighted words and phrases. 12.2 Reading Grunig developed a number of public relations communication models. Furthermore, in 2001, he presented a new two-way symmetrical model of public relations. In this model, he illustrated public relations as a continuum, with the organization and the publics placed in asymmetrical positions at either end, whereas “the middle of the continuum contains a symmetrical win-win zone”. Although these changes also present opportunities, they can create possible problems ... It has been referred to … as the ‘semantic web’, due to the fact that it is a project aimed at designing web page data that computers understand. Because the communication medium constantly changes, it also challenges methods of communication, although the core components … remain the same.

38. 12.2 Reading H Read the text on the right. A student has taken some lecture notes, but the quotations and phrases have not been correctly done. Can you spot the mistakes and correct them?

39. Skills bank Incorporating quotations • Use an introductory verb. • Don’t forget the quotation marks. • Make the quote fit the grammar • of the sentence. • Show any missing words with '... '. • Copy the original words exactly. • Add emphasis with italics and write '[emphasis added] ‘ • Add words which are not in the original but are necessary to fully understand the quotation out of context. Put the extra word(s) in brackets.

40. Skills bank Incorporating quotations Do not quote more than one sentence within the body of a paragraph. If you want to quote two or three sentences, put in a colon and write the quote as indented text, so that it clearly stands out from the body of your essay. However, think very carefully before you include a long quote. It is usually better to paraphrase in this case.

41. 12.2 Reading I Write a paragraph for a university lecturer, summarizing the ways PR practitioners can improve communication. Decide whether you should quote or paraphrase the material from the text. Communication occurs when the receiver of a message responds to it. For example, it has an impact on the receiver’s attitude or behaviour. Seltzer (2006:13) argues that communication “rests on shared meaning”. That is, the more the views of the sender and receiver have in common, the easier it is to communicate. Internet communication is two-way. PR practitioners can therefore improve communication with Internet ‘publics’ by researching the appropriate keywords and phrases to attract their public, or relating to a particular market. This is a particularly important strategy for successful ‘niche’ marketing.

42. 12.2 Reading The Internet has become an important medium of communication, and an important approach in marketing. There has been a huge explosion of information available and a continually evolving Internet language as a result. Grunig (2001), in his two-way symmetrical model, argues that an organization and its public may be at opposite ends of a ‘continuum’. However, the closer they come to meeting in the middle, in a two-way “win-win zone” (ibid.), the greater their prospects for engaging in “mixed motive communication” (p. 25). However, it is also important that for successful communication, particularly on the Internet where communication is two-way, that the response is timely and appropriate. c

43. A Study the words in box a. • Check the pronunciation and grammar. • What are their meanings in a research report? 12.3 Extending skills

44. v (noun is pronounced: conduct) do (some research, a survey, an experiment) ' ' ' information; can be numerical (quantitative) or verbal (qualitative) pl n ' The title of the section in a research report which discusses the findings; sometimes the discussion is included in the Findings/Results section. n (U/C) ' The title of the section in a research report which details what has been found out: each finding should be linked with a research question; the title Results can also be used for this section. pl n ' possible effect or result of the findings n(C) noun: when someone is asked questions in a survey verb: to ask someone questions in a survey ' n(C), v

45. n(C) the person being questioned ' ' n(C) the person asking the questions ' n(C) A problem with the research methods: an aspect which the research could not address. n(C) Title of the section in a research report which explains how the research was carried out; in the plural form, it refers to the research methods used ' n(C) a written set of questions ' in no fixed order: with no organizing principle adj '

46. n(C) suggestion for action as a result of the findings of the research ' ' n(C) what the researcher wants to find out ' n(C) a person taking part in a questionnaire survey ' same as Findings; used more or less interchangeably pl n noun: the group of people taking part in the research verb: to ask research questions to a selected group of people ' n(C), v noun: a type of research in which the researcher sets out to describe a situation or set of ideas or behaviours, by reading a variety of documents or asking people questions verb: conduct this type of research n(C), v ' ' v do (some research, a survey)

47. B Read the two Method paragraphs on the right. • Copy them into your notebook. Put the verbs in brackets in the correct form. • Identify the original research questions, the research methods and other important information. 12.3 Extending skills

48. B Read the two Method paragraphs on the right. 12.3 Extending skills

49. B Read the two Method paragraphs on the right. 12.3 Extending skills

50. C What are the sections of a research report? What order should they go in? See Skills Bank 12.3 Extending skills