新编商务英语精读4 unit6

Unit 6 Public RelationsTeaching Aim1．Cognitive Information（认知信息）：Public Relations；Methods for Public Relations2Language Focus（内容重点）— Key Words：Ⅰ．positive, hoax, victim, specialize, recommendation, strength, hospitality, convention, standard, briefing, video, demonstrate;Ⅱ．labor union, politician, feature, corporate, survey, lobby, vote, expansion— Phrases：Ⅰ．follow up on, take action, take to, place emphasis on, look to, roll out, treat ．．．to;Ⅱ．keep up with— Word Study：fake, integrate, emphasis, release, r ecommend— Useful Structures：fall under the umbrella of ．．．more than twice as likelyroll out the red carpet for ．．．serve the needs of ．．．— Grammar：The Use of Pronouns3Communicative Skills（交际技能）— Expressions：Expressions at a Hotel— Reading：Hotel Brochures— Basic Writing：Telephone MessagesReading IBackground Information1.Overview of public relationsPublic relations (PR) is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.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."[1]Others define it as the practice of managing communication between an organization and its publics Public relations describes the various methods a company uses to disseminate传播messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community．The point of public relations is to make the public think favorably about the company and its offerings，待出售的产品上市的股票．Commonly used tools of public relations include news releases, press conferences,speaking engagements, and community service programs．Although advertising is closely related to public relations —as it too is concerned with promoting and gaining public acceptance for the company’s products —the goal of advertising is generating sales, while the goal of public relations is generating good will．The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it．Public relations involves two-way communication between an organization and its public．It requires listening to the constituencies （拥护者，顾客）on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences．Only then can an organization undertake an effective public relations campaign．Many small business owners elect to handle the public relations activities for their own companies, while others choose to hire a public relations specialist．Managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image（企业形象）．But whatever option is chosen, the head of a company is ultimately responsible for its public relations．2. Public relations versus advertisingPublic relations and advertising are two industries that are very different even though they’re commonly confused as being one and the same．The following ten properties （性质属性）just scratch the surface（只做了肤浅的研究）of the many differences between advertising and public relations．Paid Space or Free CoverageAdvertising：The company pays for ad space．You know exactly when that ad will air 广播or be published．Public Relations：Your job is to get free publicity宣传for the company．From news conferences to press releases, you’re focused on getting free media exposure for the company and its products／services．Creative Control Vs．No ControlAdvertising：Since you’re paying for the space, you have creative control on what goes into that ad．Public Relations：You have no control over how the media presents your information, if they decide to use your info at all．They’re not obligated 有义务的to cover 报道采访your event or publish your press release just because you sent something to them．Shelf Life保存期限保质期Advertising：Since you pay for the space, you can run your ads over and over for as long as your budget allows．An ad generally has a longer shelf life than one press release．Public Relations：You only submit 递交a press release about a new product once．You only submit a press release about a news conference once．The PR exposure you receive is only circulated 传播once．An editor won’t publish your same press release three or four times in their magazine．Wise ConsumersAdvertising：Consumers know when they’re reading an advertisement they’re trying to be sold a product or service．Public Relations：When someone reads a third-party article written about your product or views coverage of your event on TV, they’re seeing something you didn’t’t pay for with ad dollars and view it differently than they do paid advertising．Creativity or a Nose for News新闻敏感Advertising：In advertising, you get to exercise your creativity in creating new ad campaignsand materials．Public Relations：In public relations, you have to have a nose for news and be able to generate buzz流传谣传through that news．You exercise your creativity, to an extent, in the way you search for new news to release to the media．In-House or Out on the TownAdvertising：If you’re working at an ad agency, your main contacts接触人，联系人are your co-workers and the agency’s clients．If you buy and plan ad space on behalf of代表the client, then you’ll also interact with media sales peoplePublic Relations：You interact with the media and limited to in house内部的communications．You’re in constant touch with your contacts at the print publications and broadcast media．Target Audience目标客户or Hooked EditorAdvertising：You’re looking for your target audience and advertising accordingly．You wouldn’t advertise a women’s TV network in a male-oriented sports magazine．Public Relations：You must have an angle and hook editors to get them to use information for an article, to run 登出a press release or to cover your event.Limited or Unlimited ContactAdvertising：Some industry pros职业的;专业人员have contact with the clients．Others like copywriters or graphic designers美术设计员，美编in the agency may not meet with the client at all．Public Relations：In public relations, you are very visible to the media．PR pros aren’t always called on拜访for the good news．If there was an accident at your company, you may have to give a statement 声明or on-camera 拍摄的，录制的interview to journalists．You may represent your company as a spokesperson at an event．Or you may work within community relations公众关系服务机构to show your company is actively involved in good work and is committed to the city and its citizens．Special EventsAdvertising：If your company sponsors an event, you wouldn’t want to take out an ad giving yourself a pat赞扬鼓励on the back for being such a great company．This is where your PR department steps in插手介入．Public Relations：If you’re sponsoring an event, you can send out a press release and the media might pick it up．They may publish the information or cover the event．Writing StyleAdvertising：Buy this product! Act now! Call today! These are all things you can say in an advertisement．You want to use those buzz words行话套话to motivate people to buy your product．Public Relations：You’re strictly writing in a no-nonsense严肃的news format格式．Any blatant公然的露骨的俗丽的commercial messages商业广告in your communications消息；信息are disregarded by the media．3. Goals of public relationsSome of the main goals of public relations are to create, maintain, and protect the organization’s reputation, enhance its prestige, and present a favorable image．Studies have shown that consumers often base their purchase decisions on a company’s reputation, so public relations can have a definite impact on sales and revenue．Public relations can be an effective part of a company’soverall marketing strategy．In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives．Another major public relations goal is to create good will for the organization．This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations．Public relations may function to educate certain audiences about many things relevant to the organization — including the business in general, new legislation, and how to use a particular product —as well as to overcome misconceptions误解，错误想法，错误印象and prejudices．For example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations贸易协会；商业团体may undertake educational programs regarding particular industries and their products and practices．4. Areas of public relationsPublic relations is a multifaceted 多层面的activity involving different audiences as well as different types of organizations, all with different goals and objectives．As a result, there are several specific areas of public relations．Product public relations Public relations and marketing work together closely when it comes to promoting a new or existing product or service．Public relations plays an important role in new product introductions by creating awareness知名度, differentiating the product from other similar products, and even changing consumer behavior．Public relations can help introduce new products through staging a variety of special events and handling sensitive situations．Public relations is often called on to 用来give existing products and services a boost推动宣扬by creating or renewing visibility可见性；清晰程度．Public relations can interest the media in familiar products and services in a number of ways, including holding seminars研讨会for journalists, staging a special media day, and supplying the media with printed materials ranging from “backgrounders”政府官员举行的记者招待会；提供背景资料的简报或报告（in-depth news releases）to booklets and brochures．Changes in existing products offer additional public relations opportunities to focus consumers’ attention．An effective public relations campaign can help to properly position a product and overcome negative perceptions on the part of the general public．•Employee relations Employees are one of the most important audiences a company has, and an ongoing public relations program is necessary to maintain employee good will as well as to uphold the company’s image and reputation among its employees．The essence of a good employee relations program is keeping employees informed and providing them withchannels of communication to upper levels of management．A range of communicationdevices were used, including a monthly tabloid文摘；摘要and magazine, a quarterly videomagazine, local newsletters (定期出版的)时事通讯, bulletin boards布告栏；公告板and a call-in电话点播telephone service．Suggestion systems are another effective way to improveemployee management communications．Other public relations programs focusing onemployees include training them as company public relations representatives; explainingbenefits programs福利计划to them; offering them educational, volunteer, and citizenshipopportunities; and staging special events such as picnics or open houses家庭招待会，开放参观日for them．Public relations can also play a role in recruiting new employees; handlingreorganizations重组整顿, relocations, and mergers; and resolving labor disputes劳动争议；劳资纠纷Financial relations Financial relations involves communicating not only with a company’s stockholders, but also with the wider community of financial analysts财务分析员and potential investors．An effective investor relations股东关系plan can increase the value of a company’s stock and make it easier to raise additional capital．In some cases special meetings with financial analysts are necessary to overcome adverse 不利的publicity, negative perceptions about a company, or investor indifference．A tour of a company’s facilities may help generate interest among the financial community金融界；财经界．Mailings and ongoing communications can help a company achieve visibility among potential investors and financial analysts．Annual reports and stockholder meetings are the two most important public relations tools for maintaining good investor relations．Some companies hold regional or quarterly meetings in addition to the usual annual meeting．Other companies reach more stockholders by moving the location of their annual meeting from city to city．Annual reports can be complemented by quarterly reports and dividend check股利支票inserts插页．Companies that wish to provide additional communications with stockholders may send them a newsletter or company magazine．Personal letters to new stockholders and a quick response to inquiries insure an additional measure of good will信誉好意．Community relations A comprehensive, ongoing community relations program can help virtually any organization achieve visibility as a good community citizen and gain the good will of the community in which it operates．Banks, utilities公用事业, radio and television stations, and major retailers are some of the types of organizations most likely to have ongoing programs that might include supporting urban renewal城市重建；都市美化, performing arts programs, social and educational programs, children’s programs, community organizations, and construction projects．On a more limited scale, small businesses may achieve community visibility by sponsoring local sports teams or other events．Support may be financial or take the form of employee participation．Organizations conduct a variety of special programs to improve community relations, including providing employee volunteers to work on community projects, sponsoring educational and literacy文化programs, staging open houses and conducting plant tours, celebrating anniversaries, and mounting special exhibits．Organizations are recognized as good community citizens when they support programs that improve the quality of life in their community, including crime prevention, employment就业, environmental programs, clean-up and beautification, recycling, and restoration．Crisis communications Public relations practitioners become heavily involved in crisis communications whenever there is a major accident or natural disaster affecting an organization and its community．Other types of crises involve bankruptcy, product failures, and management wrongdoing．In some cases, crises call for an organization to become involved in helping potential victims; in other cases, the crisis may require rebuilding an organization’s image The main objective of such a plan is to provide accurate information quickly in order to reduce uncertainty．Government and political relations Public relations in the political arena covers a wide range of activities, including staging debates, holding seminars for government leaders, influencing proposed legislation, and testifying before a congressional committee．Political candidates engage in public relations, as do government agencies at different levels．Trade associations and other types of organizations attempt to block unfavorable legislation and support favorable legislation in a number of ways．Public relations in the public interest Organizations attempt to generate good will and positionthemselves as responsible citizens through a variety of programs conducted in the public interest．Some examples are environmental programs （including water and energy conservation）and antipollution programs．Health and medical programs are sponsored by a wide range of nonprofit organizations, healthcare providers, and other businesses and industries．Other programs offer political education, leadership and self-improvement, recreational activities, contests, and safety instruction．Consumer education Organizations have undertaken a variety of programs to educate consumers, building good will and helping avoid misunderstandings in the process.Opportunities for educating consumers might include sponsoring television and radio programs, producing manuals and other printed materials, producing materials for classroom use, and releasing the results of surveys．In addition to focusing on specific issues or industries, educational programs may seek to inform consumers about economic matters and business in general．Other public relations programs Other types of programs that fall under the umbrella of public relations include corporate identity programs, ranging from name changes and new trademarks to changing a company’s overall image．Special events may be held to call attention to an organization and focus the public’s good will．These include anniversary celebrations, events related to trade shows, special exhibits, or fairs and festivals．Speakers bureaus and celebrity spokespersons are effective public relations tools for communicating an organization’s point of view．Speakers bureaus may be organized by a trade association or an individual company．The face-to-face communication that speakers can deliver is often more effective than messages carried by printed materials, especially when the target audience is small and clearly defined．New Words and Expressions1. All these activities fall under the umbrella of public relations：All these activities belong to public relations．The word “umbrella” represents a single organization, or idea, etc．, that covers a lot of different things．2. For many companies, public relations is the fastest-growing element of the promotional mix：For many companies, public relations as a method to promote sale is developing very fast．“Mix”is used figuratively here to refer to the various methods a company employs to promote its sales volume．3. have a big edge over：have a great advantage over．4．Consumers are more than twice as likely to buy ．．．：Consumers are almost certain to buy ．．．again and again．5．Diet Pepsi：There are various kinds of Pepsis to suit different customers．Diet Pepsi is a kind of Pepsi Cola catering to the needs of weight watchers．It doesn't have sugar in it．6．the Food and Drug Administration：The Food and Drug Administration （FDA）is the agency of the US Department of Health and Human Services that oversees the safety of foods, drugs, cosmetics, and medical devices．7．．．．took to airwaves on news programs and talk shows to explain ．．．：began to go on TV or radio news programs and talk shows to explain ．．．8．airwaves：radio waves．（无线电波）9．talk show：a radio or television program in which the host or hostess discusses various topics or interviews well-known figures of the society．（脱口秀；座谈节目）10．that ran in major newspapers：that was printed in major newspapers．11．publicity and litigation seekers who had faked their claims：people who fabricated the charges to demand compensations either for the purpose of seeking public attention or simply wanting to engage in a lawsuit with the company．12．Highly regarded companies have a three-to-one advantage in attracting talented employees：Companies with a good reputation are more likely to attract talented employees than those with an ill reputation．13．press relations：process of communicating with reporters and editors from newspapers, magazines, and radio and television networks and stations．14．red carpet：roll of red carpet laid out for the reception of an important visitor, e.g.．：They gave the visiting president red carpet treatment．（隆重接待某人）15．Companies roll out the proverbial red carpet for these media figure, treating them to ．．．interview with company leaders：Companies treat these editors and reporters very well．They let them live in luxury hotel rooms at conference time, show them around their factories and interview company leaders．Note the expression “roll out the ．．．red carpet”is used metaphorically to mean “treat ．．．very well”．16．hospitality suite：set of rooms in a hotel reserved for the use of special guests free of charge, etc．（迎宾套间）17．press release：brief statement or video program released to the press announcing new products, management changes, sales performance, and other potential new items；also called news release．18．press conference：a meeting where reporters from newspapers are invited to hear a statement of something important．（记者招待会；新闻发布会）19．press briefing：a meeting at which companies give information to people from the media about something they are about to do．（信息发布会）Language and Culture Focus1. positive adj．1）leading to practical action; constructive 积极的；有益的；建设性的antonym：negative 【例句】positive advice／answerpositive thinkingpositive attitude towards lifepositive criticism／feedbackHow can we resolve this issue in a positive way?2）（of／about）having no doubt; sure 确信的；有把握的【例句】It seemed unlikely to me, but she seemed absolutely positive of／about it．Are you positive that you’ve never seen that man before?3）leaving no possibility of doubt; definite 明确的；确定的【例句】positive proof／evidence／identification 确凿的证据／确切的身份证明It’s no use giving the police all these vague times and dates; they need something positive to go on．These fingerprints are positive proof／proof positive that he used the gun．［相关词］positively：adv．积极地；肯定地；有把握地；明确地【例句】think positivelyShe said quite positively that she would come, and we were all surprised when she didn’t．［相关搭配］positive pole：（磁铁的）北极；（电的）正极；阳极a positive charge：正电荷positive role model：正面的榜样2. fall under the umbrella of：to be included in; to be in the category of 在……范围内；从属于【例句】The two colleges both fall under the umbrella of the University of London, although they are technically universities in their own right．There are obviously other crimes which occur that could fall under the umbrella of “domestic”crimes, such as murder, attempted murder, or home invasion．3. For many companies, public relations is the fastest-growing element of the promotional mix．【参考译文】对大多数公司而言,加强公共关系是促销手段中发展最快的一种。