English for Public Relations (EVHRG)

Mr Vũ: 0988 89 39 67
Làm kiểm tra: 16.10.2022 – 23.10.2022
English for: ESP: English for Specific Purposes: Tiếng Anh chuyên ngành
Summarize texts using topic sentences:
1. Public relations (PR) covers a wide range of activities from promotions for
corporations to specific plans directed at identifiable audiences.

2. The goal of advertising is to generate sales whereas the goal of PR is to generate

mutual understanding.

3. PR is often seen as marketing communication function – supporting marketing through

media publicity or by combining publicity with advertising.

4. Promotion gains favorable opinion, uses techniques like organizing fundraising events
and includes sponsorship, sales promotion: khuyến mãi, direct mail, trade shows: triễn
lãm, etc.
Complete these sentences:
+ PR is different from advertising because……… the goal of advertising is to generate sales
whereas the goal of PR is to generate mutual understanding.
+ The functions of PR are…..research, media relations, strategic planning, management,
writing & editing, speaking
+ Different types of research are….desk research, email survey, face2face interview, focus
group, postal questionnaire, telephone survey, and online research.
+ Some activities in PR are…….interviews, exhibition, press conference, press release,
fundraising (gây quỹ), and sponsorship.
+ Spokesperson ……is a person who speaks for a group or an organization.
+ PR is an art because PR requires artistic skills along with language, writing & public
speaking
+ PR is a science because PR uses scientific instruments, research methods: monitor (v),
survey, to understand and predict human behavior.
+ PR can be defined as…deliberate planned & sustained effort to establish & maintain
mutual understanding between an org. & its publics.
+ What is common in these definitions is….mutual understanding or two-way
communication.
Definitions of Public Relations or PR
 1. In the early 20th century, Edward Bernays defined PR as ‘a management function
which tabulates public attitudes, defines policies and interests of an org. followed by
executing an action plan to earn public understanding and acceptance.
2 definitions of PR
2. In 1978, World First National Assembly of PR / Mexico City / stated PR practice is an
art of social science in analyzing trend, predicting (consequences = outcome / result) /
advise = counselling org. leader and implementing (v) planned program of action
which serves BOTH organization & public interest.
PR is BOTH an art AND a social science. T
4 key elements of PR
- Analyzing communication need
- Advising management
- Planning…
& implementing communication programs

3. British Institute of PR - PR as deliberate planned sustained effort to establish and

maintain mutual understanding between the organization and its public.
Speaking: Speaking from notes
- Publics can be divided/classified/categorized into…traditional and non-traditional……
- We can divide/group/classify/categorize publics into… traditional and non-traditional
- Examples of traditional publics are…employees, news media, government…..?
- Examples of nontraditional publics are…employees, news media, government?
- Examples of…………are employees, news media, government….
Writing:
PR coordinator
Responsibilities:
- Promote the charity’s work, its brand to help increase donations
- Grow the personal and corporate donor database
- Develop strategy to become a preferred charity for donors.
- Coordinate major appeal collections and small events.
Writing
- (In my job) I would like to promote a free website for adult English learners.
- (In my home town) Angiang province should promote ox-racing festival.
- Vietnam should promote Ao dai, traditional dress for men.
- Tra Vinh should promote the seascape and scenery of Ba Dong beach and wind power
field in Duyen Hai.
 - Lam Dong province should promote the tea farms and annual Tea Festival.
- Hochiminh city should promote the flower village of….Govap and the flower festival
in the Lunar New Year.
- Baoloc should promote Baoloc natural silk fabric supply, the pinnacle of traditional Ao
Dai Materials.
- Cantho city should promote Cai Rang Floating, floating restaurants, floating villages
Market to better understand the river lifestyle of the Westerners.
- Ben Tre province should promote coconut festival to enjoy hundreds of dishes from
coconut and choose handicrafts coconuts.
- Cantho City should promote their garden tourism and "Fruit" festival.
- The target of the construction industry is to create beautiful works that are useful for
life: Dragon Bridge in Danang and Landmark 81 Building in Hcm City,….
- In Binh Duong, there are many industrial parks and the provincial committee has many
policies to call for foreign investors to come in to create jobs for workers as well as
contribute to the budget to build spacious roads.
- Cantho city should promote Ninh Kieu Wharf and views from Hau River.
- Every year from 26th to 28th of the August lunar month, the people of Kien Giang
province hold a festival to commemorate the national hero Nguyen Trung Truc.
- Tay Ninh province has a festival “Diêu Trì Cung” on the full moon day of the August
lunar month every year in Cao Dai Temple.
- Buon Ma Thuot City should promote coffee farms and Coffee Festival.
- Bac Lieu Should promote Bac Lieu Prince House to attract tourists and salt farms and
Cao Van Lau House.
- Binh Tay market, which was built over 100 years ago with special architect, often has
tourism festivals to promote tourism every year.
- Hue city, ao dai festival for promoting Vietnamese women graceful beauty is held every
3 years.
PR research
Research?
- Cambridge international dic. of English define research as detailed study of a subject in
order to discover new information or reach new understanding
PR research? Dic. of PR measurement and research
- communication activity used for gathering / collecting information / data

PR research looks at the communication relationship existing between the institution

and target market or audiences
PR in non-profit organizations
Broadly categorize=classify=group / 2 major/main types:
+ private non-profit org. include philanthropic org such as Bill and Melena Gates
Foundation, religious org. political associations, international org. like the United Nations/
may include Non-government org. (NGO)

+ public non-profit org / include (most GO)

public utilities (tap water and electricity) , library, police and health service - fully funded by
the govn’t partly funded, some users pay charges: used to repair, maintenance not to
generate profit

1. … examples of NPOs ………are UNICEF, Solvepoverty.com, Shelter, Global Water

Challenge, International Amnesty, etc.
2. Global Water Challenge (WGC) Shelter is a non-profit organization that campaigns to
end homelessness and bad housing.

1. PR can have a negative meaning because…information can be biased and censored and
unethical methods are used to generate suspicion: sự nghi ngờ.

2. PR can have a positive meaning because…PR establishes and maintains mutual

understanding between the organization and its publics.
 Final Test
I. True or False
8x0.25 = 2ms
II. Fill in the blanks
8X0.25 = 2ms
III. Complete sentences.
8X0.5 = 4ms
IV. Short answers. (2ms)
Write about 5 sentences beginning with the following sentence. (80-100 words)
1. I work in…education….and I can do some things to generate mutual
understanding with publics.
2. PR is very important in any organizations because…..
Q1:
I work in medical field and I can do some things to generate mutual understanding
with my colleagues. Firstly, I start building relationships from the very beginning. When I
begin a new position, I focus not only on learning my new role but also on meeting my
colleagues and being friendly. Secondly, I take the time to learn about other people. Showing
interest in others is a signal to them that I am open to forming a friendship and also helps me
figure out if I am compatible with my colleagues. Finally, I avoid oversharing about personal
matters in most cases. I always try to keep my work conversations positive and light when
possible unless I am particularly close to a specific coworker. To sum up, building a
relationship, learning about others and avoiding sharing personal matters are keys to creating
mutual understanding with my colleagues.
Word count: 147 words.
- Well-organized
- Answer the question
- Correct word uses, little grammar mistakes
Q2:
PR is very important in any organizations because of following reasons. Firstly, the
foremost function of public relation which is considered very important is that it provides a
means of communication between the company and all the potential customers. All the
information which the company wants to circulate to the desired public comes under the
functioning of public relation department. Secondly, it is the one which is responsible for
improving and building the company brand and image, spread the company message to all its
stakeholders and aims at reducing and removing the negative and wrong image of the
organization. Last but not least, public relation is the one through which the customers in the
market know your presence in the market that you are providing all your services and
products in the market and you remain present visible in their eyes. To sum up, being a
means of communication, building brand and image and informing your presence are all
important functions of PR in an organization.
Word count: 166 words
Q1
I work in education field and I can do some things to generate mutual understanding
with my students. First, I offer soft skills courses for my students so that they acquire
adequate skills beyond academic or technical knowledge. The top five important soft skills in
the 21st century identified by the students were teamwork and collaboration, decision-making,
problem-solving, time management and critical thinking skills. Second, many employers
consider job candidates’ soft skills as critical for professional success as traditional hard
skills, especially in today’s global marketplace. These skills are also highly sought after by
employers recruiting fresh graduates. It’s important for a productive, successful and fulfilling
career. Final, it is equally important that students should also make efforts for improving
their skills level through self-directed readings and participation in appropriate skills
development programs and activities.
Lê Thị Thu Hồng
I work in education and I can do some things to create mutual understanding with my
students. First, I organize a program of giving advices on career orientation, which helps
students understand their majors, necessary skills and job opportunities after graduation
better. Moreover, I provide the students with some programs that are mainly about the
educational philosophy and mission of the school, thereby conveying cultural messages and
behavioral orientation in students. Last but not least, the cultural and sporty activities are
extremely crucial, which provide the students with an enthusiastic environment that might
help them improve their social skills and also make new friends so the students’ society may
get more and more attachment.
 BỘ GIÁO DỤC & ĐÀO TẠO CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM
TRƯỜNG ĐẠI HỌC CỬU LONG Độc lập - Tự do - Hạnh phúc
Vĩnh Long, ngày tháng nă
Đề số: 1
2022 2020
ĐỀ THI KẾT THÚC HỌC PHẦN –NĂM HỌC 2021 - 2022
Môn thi: English for Public Relations
Thời gian: 60 phút
Ghi chú: Sinh viên ĐƯỢC sử dụng tài liệu

I. Mark the following statements TRUE or FALSE. (2ms)

1. Angiang province should promote spiritual tourism and traditional craft villages such
as Tan Chau silk and mat weaving.
2. Bentre province should promote spiritual tourism such as Thien Hau pagoda, Hoi
Khanh pagoda, Tay Tang pagoda, etc.
3. Tayninh is a small province with many beautiful scenery and many beautiful and
famous tourist attractions such Phong Nha, Son Doong, etc.
4. Edwards Bernays and Ivy Lee are key figures associated with the development of
Public Relations in Britain.
5. The goal of PR is to generate sales whereas the goal of advertising is to generate
mutual understanding.
6. The channels through which public relations practitioners communicate with the
publics is mass media.
7. PR is a science because it requires artistic skills, along with language, writing and
public speaking.
8. WGC is a non-profit organization which aims to provide safe drinking water,
sanitation and hygiene education worldwide.
II. Fill in each blank with one correct letter given in the box. (2ms)
A. medical tourism B. magnificent beaches C. high-profile people
D. story, interview, etc. E. person or organization F. NPOs
G. biased and censored H. corporate image
9. PR can have a negative meaning because information can be……….and unethical
methods are used to generate suspicion.
10.Solvepoverty.com, Amnesty International, Care, Shelter, and UNICEF are examples
of……….
11.HCM city should be promoted as the most suitable place for…………, and
international conference.
12.Edwards Bernays used techniques to promote products and to improve the image
of………..
 13.Binh Thuận is famous for its……….., so investment in tourism is worth more
attention.
14.………..is the way in which a company is projected to other people; how a company is
seen and understood by others.
15.Press conference is a meeting where a………..makes a statement to the press and can
be asked questions by reporters.
16.Exclusive is defined as………..given to one newspaper/magazine/TV station and not
others.
III. Complete the following sentences. (4ms)
17.PR can have a positive meaning because………………..…
18.An event is………………….…
19.Promotion and Publicity are different because……………..…..
20.Sponsors are…………………..
21.Primary publics includes…………..…..
22.External influences of PR are……….………..
23.Some PR activities are…………..…..
24.PR is a science because……….………
IV. Give short answer to the following question. Begin your answer with the given
sentence. (2ms).
I work in………………..and I can do some things to generate mutual understanding
with publics.
----------THE END----------