unit 8 Public Relation-1
Module_8_Public_holidays-unit_1
January February March
New Year’s Day Chinese New Year Tree Planting Day
Tomb Sweeping Day
April May June
Labor Day Children’s Day
July August September
Birthday of PRC Army founded Mid-autumn Day
China Public holidays
Jan. 1st — New Year Day Jan. / Feb. — Spring Festival (Chinese lunar New Year) Mar. 8th — International Women’s Day May. 1st — Labour Day Jun. 1st — International Children Day, a festival for children. July. 1st — Birthday of the Communist Party of China Aug. 1st — Birthday of the People’s Liberation Army Oct. 1st — National Day
7
It’s the last day before the new school year begins .
Look at the photo. Do you know what public holiday it is? Listen and check.
It's Independence Day / American national holiday.
高二英语人教版必修八讲义UNIT1SECTIONⅠ
The United States：a land of diversityIf you ask anybody who lives in the United States what the distinct feature of their country is, you might ge t “diversity〞as an answer.Diversity of languageAlthough English is still thought to be the most monly spoken language in the United States, it's actually a nation that consists of many languages, such as Spanish, Chinese, German, etc.Diversity of religionThe United States is a country that values religious freedom. Although the majority of American citizens state Christianity as their religion, you'll also find many non-Christian religions as well.Diversity of landscape and climateDepending on the area of the country you are in, you might experience wide prairies①，majestic②mountains, warm beaches, or desert landscapes. The climate that you will find in northern Alaska will be very different as pared to what you will find in Florida, New York, California, or Hawaii. The average yearly rainfall, days of sunshine, and temperature alsovary widely, depending on the area of the country.[阅读障碍词]①prairie n.大草原②majestic adj.壮美的Ⅰ.Match the word with its meaning.1．elect A．the method or instrument used to obtain a result or achieve an end 2．distinct B．to select; choose3．means C．conditions of life which are difficult to endure4．majority D．easy to perceive; especially clearly outlined5．hardship E．the greater number or part of something6．percentage F．national; especially in reference to the government of the United States as distinct from that of its member units7．boom G．a sudden happening that brings good fortune (as a sudden opportunity to make money)8．federal H．proportion or rate per hundred parts答案：1～5BDAEC6～8HGFⅡ.Write down the meaning of phrases in each sentence.1．The couple lived a poor life and almost no one made a life like them in this situation.生活2．In face of the challenge for the moment, it's the most important to keep up a good state of health.保持3．With the prices going up, the majority of people find it hard to live on the amount of money they get.维持生计4．We express our thoughts by means of words.借助于5．Shangri-la is really a beauty, which is home to many kinds of rare birds and animals.是……的栖息地6．In 1941, Britain and the United States declared war on Japan and the Pacific War started.对……宣战A quiz about the USA.1．Which flag is American flag?2．Which city is the capital of the USA?A．New York.B．Washington D．C.C．Los Angeles. D．San Francisco.3．How many states are there in the USA?A．48. B．49.C．50. D．51.4．Where is the state of California in the USA?A．In the North. B．In the South.C．In the East. D．In the West.5．Which of the following building belongs to California?答案：1～5CBCDAⅠ.Fast-reading1．Read the text quickly and fill in the blank.The text is about the brief history of California, which focuses on the settlement of the state.2．Match the following parts with their main ideas.Part 1(Para. 1)A．The history of people from different countries moving to California.Part 2(Paras. 2～9) B．The future of CaliforniaPart 3(Para. 10) C．A brief introduction to California.答案：Part 1～3CABⅡ.Careful-readingRead the text carefully and choose the best answer.1．Which is the third largest state in the USA but has the largest population?A．Los Angeles.B．Alaska.C．San Francisco. D．California.2．Scientists believe that the first settlers came to California by ________.A．sailing to the west in the Spanish shipB．flying over the Pacific OceanC．crossing the Bering Strait in the Arctic by means of a land bridgeD．sailing to the south through the Indian Ocean3．Indians and Pakistanis are attracted to California mostly by ________.A．the well-developed fishing industryB．the promising puter industryC．the rich natural resourcesD．the famous film industry4．Which is the right order of the immigrants reaching California between the 18th and the 20th century?a．the Spanish b．the Danish c．the Italiand．the Russian e．the ChineseA．a－d－e－c－b B．e－d－b－c－aC．a－b－c－d－e D．d－e－a－c－b5．What's the topic of this passage about?A．The culture of California.B．The history of California.C．The population of California.D．The history of the USA.答案：1～5DCBABⅢ.Study-readingAnalyze the following difficult sentences in the text.1．Exactly when the first people arrived in what we now know as California, no one really knows.[句式分析][尝试翻译]最早的一批人详细是在什么时候来到我们现在所知道的加利福尼亚州地区的，谁也说不清晰。
公共关系原理与实务作业1
江苏开放大学形成性考核作业学号姓名课程代码 110066课程名称公共关系原理与实务（专）评阅教师第一次任务共四次任务江苏开放大学任务内容：一、单项选择题（请将正确答案的字母序号填表格内，每题2分，共20分）1.1906年，艾维·李发表的著名文件是（）。
A. 《公众舆论之形成》B. 《公共关系学》C. 《原则宣言》D.《有效的公共关系》2. 被誉为“公共关系之父“的是（）。
A.巴纳姆B.艾维·李C.伯尼斯D.卡特里普3. 1952年，卡特里普和森特出版了权威的公共关系学著作（）。
A. 《公众舆论之形成》B.《原则宣言》C.《公共关系学》D.《有效的公共关系》4．组织形象的基础是（）。
A. 员工形象B. 管理形象C. 产品形象D.文化形象5．组织形象的形成，需要很长的时间，其中（）。
A. 60%实干40%宣传B. 70%实干30%宣传C. 80%实干20%宣传D. 90%实干10%宣传6. 公共关系的英文是（）。
A. public relationsB. public relationC. publication relationsD. publication relation7．公共关系可直接称为（）。
A.公众关系B.人际关系C.社区关系D.群众关系8. 组织与公众联结的方式是（）。
A.大众传播B.传播C.人际沟通D.舆论宣传9．民主参与法是用来协调（）的。
A.政府公众关系B.顾客公众关系C.媒介公众关系D.内部公众关系10. 公共关系部是一种具有服务性质的、较高层次的间接（）。
A.领导部门B.管理部门C.生产部门D.销售部门二、判断题（正确的在题前括号内打“√”，错误的打“×”。
每题2分，共20分）（）1. 美国学者香农提出了双向循环的传播模式。
（）2. 有了发达的商品经济就会产生发达的公共关系。
（）3. 1904年，艾维·李与乔治·帕克创办了宣传事务顾问所，该公司的成立，标志着现代公共关系的诞生。
《公共关系学》教学大纲课程英文名称PublicRelation
《公共关系学》教学大纲课程中文名称：公共关系学课程英文名称:Public Relation Science课程号：405030682课程属性：专业选修课开课学期：春季总学时：36学时（课堂授课学时：36学时）学分：2面向对象：行政管理专业及公共事业管理专业开课院/部(室/所)：政治与公共管理学院行政学系一、课程教学目标：本课程是行政管理专业和公共事业管理专业的专业选修课程。
同时本课程也是面向全校学生开设的通识选修课程。
本课程的教学目标是：1.初步了解公共关系产生、发展的历史过程及历史条件。
2.掌握公共关系学的研究范畴及其学科建设状况。
3.明确社会组织进行公共关系活动的意义及各种公共关系活动状态。
4.掌握公共关系的基本概念，构成要素及基本原理及方法。
5.认识公共关系构成要素及其各自特点，掌握社会组织，公众，公共关系传播等构成要素的相关理论。
6.在掌握理解相关公共关系学基本理论及方法的基础上，学会审视社会组织在社会中的各种活动，熟悉并掌握进行公共关系实务操作的技巧与方法。
公共关系学是一门研究现代社会组织树立社会组织形象,以期与其社会公众建立相互理解支持协作的良好社会关系的相关原理、原则、方法、技巧及其规律的科学，公共关系学是广泛吸纳诸多社会科学和人文科学最新成果的一门综合性的应用学科。
开设本课程，旨在通过理论教学与实践训练，使学生熟悉和掌握有关社会组织公共关系理论的基础知识与方法技巧，了解公共关系的概念与词义解析，社会组织树立组织形象进行形象设计的CIS原理，组织进行公众分类与公众分析的理论，有效进行公共关系传播和效果评估的相关原理，进行公共关系活动的工作程序等实务操作的相关原理与原则。
通过对这些公共关系基本理论及原理方法等基础知识的学习和掌握，使学生形成公共关系概论的大致轮廓，为进一步了解和学习公共关系专业奠定了必要的基础，也具备了一定的公共关系基本实务操作能力。
同时为管理学，行政管理学的学习与理解提供了一个实务操作性很强的学科领域视角。
跨文化交际(UNIT-8)-PPT
Belgian hare, Dutch barn, French letter, German measles, Greek gifts and Swedish drill.
French Leave and Dutch Courage (p265-267)
Dutch uncle. 3. I don’t understand this book at all, it’s all Greek to
me! 4. If you wanted me to go, why didn’t you say so in
plain English instead of making vague hints? 5. Scratch a Russian, and you’ll find a Tartar. Do you
French Leave and Dutch
Courage (p265-267)
➢ Do you know some terms and expressions in English that are formed with names of other nationalities?
Danish pastry, Flemish bond, Irish stew, Italic handwriting, Portuguese man-or-war, Russian roulette, Spanish fly, Scotch pine, Swiss roll, Turkish delight and Welsh rarebit;
“And how did you get the American to jump?”
公关三要素分析
公关三要素分析公共关系三要素：社会组织、公众和传播。
1、公共关系是一种现代经营管理活动和职能。
2、公共关系是指一个社会组织与其公众之间的关系。
3、公共关系的主体是具体的社会组织。
4、公共关系的客体是公众。
5、公共关系的工作方法主要是传播。
6、公共关系的目的是使社会组织与公众相互了解、相互适应。
7、社会组织是公共关系活动的发起者，是公共关系活动的主体，没有社会组织就没有公共关系。
8、传播沟通是公共关系活动的手段和媒体，没有传播也就没有公共关系。
9、公众是公共关系的对象，公共关系是针对对象来做的，没有对象也就没有公共关系。
在三要素中间，社会组织具有主导性，传播具有效能性，公众具有权威性。
协调三要素之间的关系，是公共关系活动的基本规律。
拓展资料：公共关系（Public Relations，P.R.，简称“公关”）是由英文“Public Relations”翻译而来的，中文可译为“公共关系”或“公众关系”，不论是其字面意思还是其实际意思基本上都是一致的，都是指组织机构与公众环境之间的沟通与传播关系。
公共关系学也是我国高等教育的一项新兴专业，开设大专、本科至最高硕士的课程。
关于公共关系的各种定义有很多，一般指一个社会组织用传播手段使自己与相关公众之间形成双向交流，使双方达到相互了解和相互适应的管理活动。
这个定义反映了公共关系是一种传播活动，也是一种管理职能。
公共关系(Public Relation)是指某一组织为改善与社会公众的关系，促进公众对组织的认识，理解及支持，达到树立良好组织形象、促进商品销售目的等一系列公共活动。
它本意是社会组织、集体或个人必须与其周围的各种内部、外部公众建立良好的关系。
它是一种状态，任何一个企业或个人都处于某种公共关系状态之中。
它又是一种活动，当一个工商企业或个人有意识地、自觉地采取措施去改善和维持自己的公共关系状态时，就是在从事公共关系活动。
作为公共关系主体长期发展战略组合的一部分，公共关系的涵义是指这种管理职能：评估社会公众的态度，确认与公众利益相符合的个人或组织的政策与程序，拟定并执行各种行动方案，提高主体的知名度和美誉度，改善形象，争取相关公众的理解与接受。
国际学术交流英语教程unit8
Unit 8: Academic Writing1. Introduction to Academic WritingAcademic writing is a specific style of writing used in various fields of study, including the humanities, social sciences, and natural sciences. It is characterized by its formal tone, structured organization, and use of evidence to support arguments. Academic writing is essential for scholars and researchers tomunicate their ideas and findings effectively to a wider audience.2. The Structure of an Academic PaperAn academic paper typically follows a structured format, including an introduction, literature review, methodology, results, discussion, and conclusion. Each section serves a specific purpose, such as providing background information, presenting research methods, and interpreting the results. This organization helps readers navigate the content and understand the progression of the author's argument.3. Academic Language and StyleAcademic writing requires the use of precise and formal language to conveyplex ideas accurately. It is important to avoidcolloquial expressions, slang, and contractionsmonly used in informal writing. Additionally, writers should adhere to the conventions of academic style, such as using appropriate vocabulary, avoiding personal pronouns, and employing formal grammar and punctuation.4. Citations and ReferencingCiting sources accurately is a crucial aspect of academic writing. Writers must acknowledge the ideas and research of others by providing citations within the text and creating aprehensive list of references at the end of the paper. Different disciplines may use specific citation styles, such as APA, MLA, or Chicago, so it is essential to follow the guidelines of the relevant academicmunity.5. Critical Thinking and AnalysisAcademic writing requires a high level of critical thinking and analysis. Writers must evaluate existing research, identify gapsin knowledge, and presentpelling arguments based on evidence. This process involves synthesizing information from multiple sources, evaluating the strengths and weaknesses of different perspectives, and developing original insights to contribute to the scholarly discourse.6. Writing StrategiesEffective academic writing involves several strategies to convey information clearly and persuasively. These may include outlining the m本人n points, using transitional phrases to connect ideas, structuring paragraphs logically, and revising the draft to refine the argument and language. Additionally, writers should pay attention to coherence and cohesion to ensure that the paper is well-organized and easy to follow.7. Academic Writing in Different DisciplinesWhile academic writing sharesmon principles across disciplines, there are also specific conventions and expectations within each field of study. For example, the writing style in the humanities may differ from that in the natural sciences, and the types of evidence used in social sciences may vary from those in engineering or medicine. Writers should familiarize themselves with the norms of their particular discipline to produce effective academic papers.8. ConclusionIn conclusion, academic writing is a fundamental skill for scholars and researchers tomunicate their ideas and contributeto the advancement of knowledge. By understanding the principles of academic writing, mastering the structure and language of academic papers, and honing critical thinking and analysis, writers can produce impactful and influential scholarly work.。
Public relations
Public relationsThis article may contain promotional material andother spam. Please remove any content which is notencyclopedic(百科全书), and any promotional externallinks in accordance with the external links guideline.(December 2010)Public relations (PR) is the practice of managing the flow of information between an organization and its publics.[1] Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.[2]Their aim is often to persuade the public, investors, partners, employees and other stakeholders to maintain a ==Definition=='Bold text The Public Relations Society of America (PRSA) claimed in 1988: "Public relations helps an organization and its publics adapt mutually to each other."[3] According to the PRSA, the essential functions of public relations include research, planning, communication, dialogue and evaluation.[4]Edward Louis Bernays, who is considered the founding father of modern public relations along with Ivy Lee, in the early 1900s defined public relations as a management function whichtabulates（把…列成表格）public attitudes, defines the policies, procedures and interests of an organization. . . followed by executing a program of action to earn public understanding and acceptance."Building and managing relationships with those who influence an organization or individual’s important audiences has a central role in doing public relations.[5]An earlier definition of public relations, by The first World Assembly of Public Relations Associations, held in Mexico City, in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."[6]Others define it simply as the practice（业务）of managing communication between an organization and its publics.[7] The European view of public relations notes（指出）that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behavior [8][9] Amuch broader view of interactive communication using the Internet, as outlined by Phillips and Young in Online Public Relations Second Edition (2009), describes the form and nature of Internet-mediated public relations.Specific public relations disciplines （特定的公关领域）include:▪Financial public relations – providing information mainly to business reporters▪Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising▪Crisis public relations –responding to negative accusations or information▪Industry relations – providing information to trade bodies▪Government relations –engaging government departments to influence policymakingOther public relations activities include:▪Publicity events（推广活动/公关活动）, pseudo-events（传媒假事件）, photo ops or publicity stunts▪Speeches to constituent（选举人、投票人）groups and professional organizations; receptions; seminars（研究组）,and other events; personal appearances▪Talk show circuit（巡回演讲）: a public relationsspokesperson, or the client, "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach▪Books and other writings▪Collateral literature（相关资料）, both offline and online▪Direct communication (carrying messages directly to audiences, rather than via the mass media) with, for example, printed or email newsletters▪Blogs▪Social media and social networksAfter a public relations practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of public relations. Astroturfing is the act of public relations agencies placing blog and online forum messages for their clients, in the guise of a normal "grassroots" user or comment (an illegal practice across the larger practice areas such as the European Union)Contents▪ 1 History▪ 2 Salaries▪ 3 Methods, tools and tactics▪ 4 Targeting the public▪ 5 Lobby groups▪ 6 Spin▪7 Negative PR8 Politics and civil society8.1 Defining the opponent8.2 Managing language8.3 Conveying the message▪9 Front groups▪10 See also▪11 References▪12 Furtherreading▪13 External linksHistorySee more at History of public relationsSalariesIn the United States, public relations professionals earn an average annual salary of $49,800 which compares with £40,000 for a practitioner with a similar job in the UK [1]. Top earners make around $89,220 annually, while entry-level public relations specialists earn around $28,080. Corporate, or in-house communications is generally more profitable, and communications executives can earn salaries in the mid six-figures, though this only applies to a fraction of the sector's workforce.[10]The role of public relations professionals is changing because of the shift from traditional to online media. Many PR professionals are finding it necessary to learn new skills and to examine how social media can impact a brand's reputation.[11]Methods, tools and tacticsTraditional public relations tools include press releases（新闻稿）and press kits which are distributed to the media to generate interest from the press. Other widely used tools include brochures, newsletters（简报）and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as blogs, Microblogging and social media. Unlike the traditional tools which allowed for only one-way communication, social media outlets（社会媒体）allow the organization to engage in two-way communication, and receive immediate feedback from various stakeholders. There are two types of Two-way communication, Two-way asymmetrical （双向不对称）public relations and Two-way symmetrical（双向平衡）public relations. An asymmetrical public relation model is unbalanced. In this model an organization gets feedback from the public and uses it as a basis for attempting to persuade the public to change. A symmetrical public relation model means that the organization takes the interests of the public into careful consideration and public relations practitioners seek a balance between the interest of their organization and the interest of the public. Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will beused as regular program content, with or without acknowledgment of the source. One emerging theme is the application of psychological theories of impression management.（印象管理）[12]One site even tracked the death of newspapers[13]As readership in traditional media shifts to online media, so have the focus of many in public relations.[14][15]Social media releases, search engine optimization, content publishing, and the introduction of podcasts and video are other burgeoning trends.Targeting the publicA fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment(部分) of a population.A good elevator pitch can help tailor messaging to each target audience. Marketers often refer to socio-economically driven "demographics", such as "black males 18-49".On the other hand stakeholders theory identifies people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not allstakeholders are audiences. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. This is not always easy to do, and sometimes, especially in politics, a spokesperson or client says something to one audience that creates dissonance with another audience or group of stakeholders.Lobby groupsLobby groups are established to influence government policy, corporate policy, or public opinion. Such groups claim to represent a particular interest and in fact are dedicated to doing so. When a lobby group hides its true purpose and support base, it is known as a front group. Moreover, governments may also lobby public relations firms in order to sway public opinion.A well illustrated example of this is the way civil war in Yugoslavia was portrayed. Governments of the newly seceded republics of Croatia and Bosnia, as well as Serbia investedheavily with UK and American public relations firms, so that they would give them a positive image in the USA.[16]SpinMain article: Spin (public relations)In public relations, spin is sometimes a pejorative（带有轻蔑意义的）term signifying a heavily biased portrayal（肖象）in specific favor of an event or situation. While traditional public relations may also rely on creative presentation of the facts, spin often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.The techniques of spin include selectively presenting facts and quotes that support ideal positions (cherry picking), the so-called "non-denial denial", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news. A famous reference to this practice occurred when British Government press officer JoMoore used the phrase "It's now a very good day to get out anything we want to bury", (widely paraphrased or misquoted as "It's a good day to bury bad news"), in an email sent on the day of the September 11 attacks in 2001. The furor caused when this email was reported in the press eventually caused her to resign.Skilled practitioners of spin are sometimes called "spin doctors", despite the negative connotation associated with the term. Perhaps the best-known person in the UK often described as a "spin doctor" is Alastair Campbell, who was involved with Tony Blair's public relations between 1994 and 2003, and also played a controversial role as press relations officer to the British and Irish Lions rugby union side during their 2005 tour of New Zealand.[citation needed]State-run media in many countries also engage in spin by selectively allowing news stories that are favorable to the government while censoring anything that could be considered critical. They may also use propaganda to indoctrinate or actively influence citizens' opinions. Privately run media may also use the same techniques of "issue" versus "non-issue" to spin its particular political viewpointsNegative PRNegative public relations, also called dark public relations (DPR), is a process of destroying the target's reputation and/or corporate identity. In other words, instead of concentrating efforts in the maintenance and the creation of a positive reputation or image of your clients, the objective is to discredit someone else, usually a business rival. Unlike the regular services in public relations, those in DPR rely on the development of industries such as IT security, industrial espionage, social engineering and competitive intelligence. A common technique is finding all of the dirty secrets of their target and turning them against their very own holder.The building of a dark PR campaign, also known as a dirty tricks or a smear campaign is a long and a complex operation. Traditionally it starts with an extensive information gathering and follows the other needs of a precise competitive research. The gathered information is being used after that as a part of a greater strategical planning, aiming to destroy the relationship between the company and its stakeholders.[17]Politics and civil societyDefining the opponentIn the USA, but not in the larger public relations markets, the tactic known as "defining one's opponent" is used in political campaigns. Opponents can be candidates, organizations and other groups of people.In the 2004 US presidential campaign, Howard Dean defined John Kerry as a "flip-flopper," which was widely reported and repeated by the media, particularly the conservative media. Similarly, George H.W. Bush characterized Michael Dukakis as weak on crime (the Willie Horton ad) and hopelessly liberal ("a card-carrying member of the ACLU"). In 1996, President Bill Clinton seized upon opponent Bob Dole's promise to take America back to a simpler time, promising in contrast to "build a bridge to the 21st century." This painted Dole as a person who was somehow opposed to progress.In the debate over abortion, self-titled pro-choice groups, by virtue of their name, defined their opponents as "anti-choice", while self-titled pro-life groups refer to their opponents as "pro-abortion" or "anti-life".Managing languageIf, in the USA, a politician or organization can use an apt phrase in relation to an issue in interviews or news releases, the news media will often repeat it verbatim, without questioning its aptness. This perpetuates both the message and whatever preconceptions might underlie it. Often, something that sounds innocuous can stand in for something greater; a "culture of life" sounds like general goodwill to most people, but will evoke opposition to abortion for many pro-life advocates. The phrase "States' rights" was used as a code for anti-civil rights legislation in the United States in the 1960s, and allegedly in the 1970s and 1980s.Conveying the messageThe means by which a message is communicated can be as important as the message itself. Direct mail, robocalling, advertising and public speaking are commonly used depending upon the intended audience and the message that is conveyed. Press releases are also used, but since many newspapers are folding in the USA, they have become a less reliable way of communicating for American practitioners, and other methods have become more popular.In the USA and India, news organizations have begun to rely more on their own websites and have developed a variety of unique approaches to publicity and public relations, on and off the web.[18]Israel has employed a series of Web 2.0 initiatives which are indicative of how a small nation can use internet mediated communication. Israel's initiative in 2008 included a blog,[19] MySpace page,[20]YouTube channel,[21]Facebook page[22] and a political blog to reach different audiences.[23]The Israeli Ministry of Foreign Affairs started the country's video blog as well as its political blog.[23] The Foreign Ministry held the first microblogging press conference via Twitter about its war with Hamas, with Consul David Saranga answering live questions from a worldwide public in common text-messaging abbreviations（缩写）. The questions and answers were later posted on IsraelPolitik, the country's official political blog.[25] Front groupsOne of the most controversial practices in public relations is the use of front groups, organizations that purport to serve a public cause while actually serving the interests of a client whose sponsorship may be obscured or concealed. Critics of the public relations industry, such as PR Watch, contend that some publicrelations firms involve a "multi-billion dollar propaganda-for-hire industry" that "concocts and spins the news, organizes phony grassroots front groups, spies on citizens, and conspires with lobbyists and politicians to thwart democracy." [26]Instances with the use of front groups as a public relations technique have been documented in many industries. Coal mining corporations have created "environmental groups" that contend that increased carbon dioxide emissions and global warming will contribute to plant growth and will be beneficial, trade groups for bars have created and funded citizens' groups to attack anti-alcohol groups, tobacco companies have created and funded citizens' groups to advocate for tort reform and to attack personal injury lawyers, while trial lawyers have created "consumer advocacy" front groups to oppose tort reform.。
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• diffuse
v. 减弱，减轻 扩散，弥漫 adj. 四散的，冗长的
-The light was diffused by the leaves. 树叶使光线漫射。 -Fashion trends diffuse (spread out) themselves rapidly around the globe. 时装新潮很快就在全世界流行起来。
victims
Reading of Text A
How to Deal with Crisis Public Relations
New Words
• domain n. 范围，领域
• The kitchen is my wife's domain, she doesn't like me going into it. 厨房是我妻子的领地，她不愿让我进去 同义词：
Back
Pre-reading Activities
Task 2
Read the following Mini Text and find the words or expressions that match the context meaning given.
release a) __________: activity that makes news or information available publicly supervise b) __________: be in charge of a person or group of people premium c) __________: finest in quality, best journalist d) __________: one whose job is to report the news press e) __________: newspapers and news magazines in general
• • • • •
tactic n. 战略，策略 tactics n. 策略，战术 tactical adj. 战术上的，足智多谋的 tactician n. 战术家，策士 tactical planning 战术性计划
• Reducing prices is a common sales tactic. – 降价是常用的销售策略
correct, revise modify
• correct, rectify, revise,
这些动词均含“纠正，改正”之意。 correct: 指纠正或改正不正确、不真实或有缺点 的东西。 rectify: 正式用词，意义较抽象，侧重指彻底改正 偏离正确标准或规则的东西。
revise: 指通过仔细阅读、反复思考后而进行改正 、订正或修订，使趋于完善。
f) __________: develop a plan or proposal carefully formulate
Pre-reading Acti partner and answer the following questions according to the Mini Text.
Unit 8
Public Relations
Unit 8
1
2 3
Public Relations
Part I Text A
Part II Applied Writing
Part III Text B
4
Part IV Reading Skills
Part I Text A
Pre-reading Activities
1. What kind of industry is MIOGGI? And where is it from?
MIOGGI is a Korean Cosmetic Brand.
2. What type of applicant are they looking for to fill in the position of Public Relations Manager?
Grammar Review
Task 1 Task 2 Comprehensive Exercises
Home
Pre-reading Activities
Task 1
Work in pairs. Talk about public relations and answer the questions below.
Back
6. Other than maintaining external relationships, what other duties does a PR Manager have in the company?
A PR manager also has to handle enquiries from the public, respond to important issues, especially in times of crisis, supervise the production of publicity brochures, formulate annual PR strategies, PR activities and PR budgets in the company.
dominion 领土，主权 area 区域，地区，面积 territory 领域，王国
• publicity n. 宣传，宣扬; 公众的注意，宣传品 • publicity department 广告部 • publicity campaign 宣传活动 • publicity agent 宣传员 • publicity effect 宣传效应 • publicize vt. 宣传，宣扬 • public adj. 公众的，公共的，公开的 n. 民众，公众，大众
Pre-reading Activities
Task 4
Fill in the blanks in the following summary of Text A with words given in the box.
tactics faulty publicity
inadvertently generate
5. What do you think is a Public Relations Manager’s main duty and why?
Public Relations Manger’s main duty is maintaining relationship with the press, other media, government and social organizations.
1. What is your understanding of public relations? 2. Do you think public relations are important for individuals, e.g. for you? Why? 3. Do you think public relations are important for a company? Why? 4. Who do you think is in charge of dealing with public relations in a company? What are the main duties of him or her? 5. What characteristics are needed for a public relations manager, do you think? 6. Would you like to work in the PR department of a company in the future? Why or why not?
Background Information
• 公共关系(Public Relation)是指某一组织为 改善与社会公众的关系，促进公众对组织的 认识，理解及支持，达到树立良好组织形象 、促进商品销售的目的的一系列促销活动。 • 它本意是社会组织、集体或个人必须与其周 围的各种内部、外部公众建立良好的关系。 • 它是一种状态，任何一个企业或个人都处于 某种公共关系状态之中。它又是一种活动， 当一个工商企业或个人有意识地、自觉地采 取措施去改善和维持自己的公共关系状态时 ，就是在从事公共关系活动。
• 作为公共关系主体长期发展战略组合的一 部分，公共关系的涵义是指这种管理职能 • 评估社会公众的态度， • 确认与公众利益相符合的个人或组织的政 策与程序， • 拟定并执行各种行动方案， • 提高主体的知名度和美誉度，改善形象， 争取相关公众的理解与接受
危机公关5S原则
危机公关5S原则，是指危机发生后为解决危机所采 用的原则。其包括承担责任原则、真诚沟通原则 速度第一原则、系统运行原则、权威证实原则。
Pre-reading Activities
Task 3
4. How can news releases be distributed to the media? News releases can be distributed to the media by arranging press conferences and interviews with journalists.
炎热的天气使牛奶变酸了。
• inaccuracy
n. 不精确，不精确之处 不正确的表达 accuracy n. 精确，正确；精确度 accurate adj. 精确的，准确的
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• rectify
v. 改正
• Please rectify the mistake in my bill. 请改正我帐单上的错误
• amends n. 赔偿， 补救 • amend v. 修正，改进 • They decided to amend the bill. 他们决定修正这条议案。 • I want to make amends to my friend for breaking her precious vase. 我打破了朋友的贵重花瓶，想赔偿她的损 失。 make compensation to sb.