vt22zg 26 Listen again and match the sentence parts. There are two extra sentence endings you should not use. 1 McKinsey is a company that 2 As soon as you start working for McKinsey, you 3 The typical McKinsey associate 4 Image-consciousness and standardisation 5 The carefully honed corporate identity 6 Despite their active involvement in community life, McKinsey employees 7 The complete absence of marketing activities 8 Employing McKinsey is as much a status symbol for companies as c A does not prevent the company’s success in community life. B extends to the language employees use. C stands out from the crowd. D tries to minimise its media presence. E are more important than individualism. F are to be expected in our world of social media. G are secretive about the firm and their professional dealings. H is present in more than 60 countries. I are requested to dress and behave in a particular way. I buying an exclusive fashion accessory is for consumers. Media task. McKinsey may be the best known consulting company around the world, but it is not the only one by far. Try and find at least two other consulting agencies and make notes on these points. ■■ What is it the company does? ■■ Where does the company operate? ■■ Who are the clients? Imagine you work for one of the companies you have researched and write a blog post describing your company. Use your notes from 3a. Think about the kind of reader you wish to address and what would be of interest to them. 1 Writing guide: Blog post, p. 195. Writing 3 a b Company culture and management styles Read the definition on the right. Find examples of corporate blogs on the internet and assess them according to the criteria presented in the definition. 1 What is their main purpose? 2 Do they contain a personal viewpoint or argument? 3 Who is the intended audience? Read the blog post on the next page and answer the questions. 1 Who is the writer? 2 Who is the blog aimed at? 3 What is its purpose? corporate blog noun a blog that is published and used by a company or corporation to help it reach its organisational goals. It can also be used to drive public relations and to communicate effectively with employees or shareholders. Main purpose: to inform and entertain; possibly also to provide a personal viewpoint or argument. Corporate blogs may be for an internal or an external audience, i.e. intended for company insiders only or addressed to all stakeholders (staff, management, investors, suppliers), as well as customers – or even competitors. Reading 4 a b 5 a Language skills Extras Explore 7 Companies 87 Nur zu Prüfzwecken – Eigentum des Verlags öbv
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