English oral communication for Public Relations
English oral communication has become influential in Thai society in terms of a required qualification in many professions. Especially in the field of PR, English oral communication is considered a valuable asset for PR practitioners (Setawadin 2005). Beginning in 2005, The English Language Development Center (ELDC) developed standards of English for 25 occupations in order to use them as criteria to assess personnel English proficiencies and as a basis for workplace English curriculum development, lesson planning, materials development, resource selection, learner placement and assessment. Standards of English for Public Relations were included in 2006. The standards concerning English oral communication for Public Relations is described in Table 1 below:
Using spoken English at an intermediate level
use and respond to basic courtesy formulas, e.g. greetings, leave-taking, introductions 2.
use and respond to questions, requests opinions, suggestions and advice from employers and guests 3.
give employers’/guests’ directions, instructions, suggestions, compliments, advice, confirmations, apologies and warning 4.
initiate and carry on small talk
handle phone conversations and standard replies
express and respond to gratitude, appreciation, complaints, disappointment, dissatisfaction, satisfaction and hope 7.
give clear directions and instructions in a workplace situation 8.
speak with considerable fluency and accuracy with emphasis on clear pronunciation patterns 9.
adjust language for clarity and accuracy
Using an appropriate language variety and register according to audience, purpose, setting and culture
Understanding and using nonverbal communication appropriate to audience, purpose, setting and culture Advanced Benchmark indicators:
use appropriate language register to interact with employers/guests 2.
respond appropriately to compliments, refusals, negative value...
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