Основы английского языка для специальных целей для PR –менеджеров и практические советы для успешных публичных выступлений

What is ESP in general?


ESP is a form of Language Planning which functions as a technology of Development Planning at the other-than-national level; it characteristically uses problem-solving methods and techniques to promote the appropriate communicative development of individuals in particular contexts of implementation[1].


Hutchinson and Waters (1987) define ESP as an approach rather than a product – meaning that ESP does not involve a particular kind of language, teaching material or methodology. The basic question of ESP is: Why does this learner need to learn a foreign language?[2]


The purpose of learning English became the core, because we need to know our own aim and we should choose our future occupation in life. If we want to be a doctor we need to learn English lexicon in the sphere of medicine (names of plants, drugs and so on).  If you are a businessman, who wants to sign the negotiations with your foreign partners you need to learn specific lexical units and key phrases for successful oral and written communication (for instance, complete set of documents (полный комплект документов), to sign a contract (подписать контракт)  and so  on.


Types of ESP.


According to the information which we have already mentioned above, we can find out general types of ESP:


English for Academic Purposes (EAP)
English for Occupational Purposes (EOP)
English for (Academic) Science and Technology (EST)
English for (Academic) Medical Purposes (EMP)
English for Business Purposes – EBP[3] 


Each ESP course has several absolute characteristics, which are found out by Strevens in 1988:


1. designed to meet the specific needs of the learner;

2. related in content to particular disciplines or occupations;

3. centred on language specific to those disciplines or occupations;

4. in contrast to General English.


Variable characteristics:

1. be restricted in the skills to be learned;

2. not be taught according to a particular methodology[4].


Now let's look through one particular profession which is the most significant in our modern society. It is a teacher. As we want to talk about the preparation of future language teachers for universities. Which courses of ESP will be appropriate for them?


A bit of my personal and my colleagues’ experience.


My research is based on my personal experience of being a student of the faculty of Foreign Languages and Area Studies, Lomonosov State University. My future profession is a teacher of English and French Languages. During last five years our group passed several courses which are closely connected with ESP.  But we will look through «Business presentation in English language» course.


«Business presentation in English language» where we worked hard not only with business documents, but also we created the presentation of well-known brands, was the most interesting from our point of view, so we want to exchange our experience and give several practical advices how to be good at Business presentation in English language.  We think that it could be useful, not only for future teachers, but also for PR-managers, heads of advertising campaigns etc.  For the visual example we chose a product presentation about Yandex Corp[5].  Now we move forward to the practical advices.



How to be good in public speaking in English language?


Practical advice №1.

When you start the preparation for the presentation of the product of your company you should understand what you would like to present as a key idea of your public speech.


Practical advice №2.

         When you start to work with a business presentation of your company you should follow the structure[6]:

General information about the company
Some dates and facts about the history
Key figures in the company  management  
Departments and subsidiaries of the company
Services  which present the company


Practical advice №3.

Don't forget about the time limit for one speaker/presenter on the conference (5-7 minutes) and questions & answers time. (10  minutes). We highly recommend to write the full script of your future speech at the conference and to make notes about the key points of your speech (See Practical advice №2).


Practical advice №4.

Your Powerpoint or Prezi Presentation should be only an outline of your speech, not the whole text on the screen only the key points and examples which illustrate your speech. (See example[7]).


Practical advice №5.

Repeat your speech in front of the mirror at home or retell your speech to your parents or friends. Do not learn it by heart. You can write down key phrases and key words on a piece of paper. They will help you to follow your оwn structure.



These advices helped me to present my course work «ICT technologies in Russian as a foreign language» at the conference «Information and Communication Technologies in Linguistics, ELT and Cross-Cultural communication» in 2014. We think these advices help you to organise your presentation and English speech for conferences and meetings.   


©  Кузнецов Андрей Андреевич 2015

email: andrey-kuznecov-1992@mail.ru

телефон: 8(916)526-23-01





1.     English for Specific Purposes

2.     http://numamarkee.com/system/files/Markee1989.pdf   pp. 133

3.     http://www.pef.uni-lj.si/atee/978-961-6637-06-0/487-493.pdf

4.     http://www.slideshare.net/AndreyKuznecov/the-essentials-of-esp-methodology/  Slide №6


5.     http://www.slideshare.net/AndreyKuznecov/the-essentials-of-esp-methodology Slide №5

6.     http://www.slideshare.net/AndreyKuznecov/yandex-corp-presentation

7.      http://www.slideshare.net/AndreyKuznecov/yandex-corp-presentation/  Slide №2

8.     http://www.slideshare.net/AndreyKuznecov/the-nature-of-the-english-lexicon-17649890/




[1] http://numamarkee.com/system/files/Markee1989.pdf  pp. 133

[2] http://www.pef.uni-lj.si/atee/978-961-6637-06-0/487-493.pdf

[3] http://www.slideshare.net/AndreyKuznecov/the-essentials-of-esp-methodology Slide №6

[4] http://www.slideshare.net/AndreyKuznecov/the-essentials-of-esp-methodology Slide №5

[5] http://www.slideshare.net/AndreyKuznecov/yandex-corp-presentation

[6] http://www.slideshare.net/AndreyKuznecov/yandex-corp-presentation Slide №2

[7] http://www.slideshare.net/AndreyKuznecov/the-nature-of-the-english-lexicon-17649890



Источник: http://linguisticsedu.ucoz.com/
Категория: Мои статьи | Добавил: TeacherKuznecov (10.04.2015) | Автор: Кузнецов Андрей Андреевич E W
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