V. Match the words in the list with words in the table to find common collocations used in the text

1. A thankless

2. To keep the faith of

3. To protect your organization’s reputation

4. Official or media

5. To anticipate

6. To presume

7. To provide

8. To feel

9. To receive

10. To avoid

11. To get

12. To build

13. To display

14. To be entrenched

Every possible disaster	The publics	Distracted	In the face of a future crisis	Grace under pressure	The most likely possibilities	Feedback on
Candid feedback	In a narrow perspective	task	In control	Credibility and respect	Announce-ment	Wearing any kind of patterns

VI. Discuss the following questions in groups:

1. What can a PR practitioner do to protect an organization's reputation in the face of a future crisis?

2. What are the main mistakes which can be made in a crises situation?

Speaking

I. Discuss with your partner main tips to remediate the situation.

Imagine the situation that you are a PR practitioner and work for a Pepsodent company. You tried to sell toothpaste in Southeast Asia by emphasizing that it “whitens your teeth”. Your campaign failed and you found out that the local natives chew betel nuts to blacken their teeth because they found it attractive.

II. Speak on the topic:

“The Ways to Face a Crisis before it Happens”.

UNIT V

DIGITAL SEED

Pre-reading tasks

At home watch on the Internet the video to take a tour of Digital Seed and experience it for yourself.

http://www.digital-seed.com/tour

Then answer the questions:

1. What is Digital Seed and what are its objectives?

2. When you walk into the Digital Seed system what do you see first?

3. What are the key areas of the home screen?

4. Where administrative staff can be found?

5. How can Digital Seed help in on-going face-to-face discussions?

6. What is virtual guide created for?

7. What Information and Communications Technology are used in Digital Seed Modules?

8. What is the main communicative center for Digital Seed where all discussions are aggregated into one page?

9. What does event system present?

Reading

Read an article about this innovative PR tool and find what advantages you can take of this information to use them in your future PR career.

Digital Seed

“Our mission is to take your knowledge – digitize it, enhance it, and deliver it in a way that everyone can enjoy it, learn from it and profit from it”.