Vocabulary exercises. Word-building:brightadj. + ness = brightness N.

Word-building: bright adj. + ness = brightness n.

I. Complete and translate:

abrupt, aware, dark, large, mean, open, light, friendly, persuasive, quick, quiet, rich, sick, unique, innovative, abstractive, sensitive, loud.

II. Find in the above text nouns with the suffix – ness, copy them out and translate.

III. Choose the correct alternative in each of the following sentences.

1. A (poor/good) corporate reputation can cause considerable commercial damage. 2. Reputation can be sustained (across/through) consistent communication activities both internally and externally with key stakeholder groups. 3. Lloyds Bank starts every board (collection/meeting) not with sales or the balance sheet, but with reputation. 4. Employees of a company are not only stakeholders themselves but also a channel of (communication/responsibility) with other stakeholder groups. 5. The alternative approach is to be reactive: to respond with (reputation/communication) enhancing measures to whatever situation a business finds itself in. 6. These results are

Unit V Reputation_____________________________________________________________

used to create reputation through marketing and communications strategies across all platforms, including social (environment/media). 7. There are some reputation (experts /officers) in this company due to the rising interest in reputation.

IV. Find in the above text and copy out sentences in which linking expressions therefore, on the other hand, on the one hand, although, hence, in addition, and because are used. What idea do they introduce? Translate the sentences with them.

V. Ask all types of questions to the following sentence:

Public relations must be used in order to establish long lasting relationships with the stakeholders.

VI. Translate the following sentences into English:

1. Главный исполнительный директор определяет общую стратегию предприятия, принимает решения на высшем уровне. 2.Управление репутацией – это методика выявления факторов, влияющих на репутацию компании или частного лица. 3. Основная задача управления репутацией состоит в уменьшении негативной информации в результатах поиска. 4. В некоторых случаях использование грязных методов управления репутацией может негативно отразиться на компаниях, если их попытки скрыть негативную информацию проваливаются. 5. Многие агентства очень серьёзно относятся к вопросу репутации клиентов, с которыми они работают.

SPEAKING:

I. Explain why reputation management is so important.

II. Discuss the following question:

What can you do to enhance your own sense of self, so you don't feel the urge to bring others down, and therefore, have a positive impact on others?

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