What is public relations ？什么叫公共關系？

The benefits of good PR 良好公共關系的益處

詞匯準備

public image
公眾形象

advertising campaign
廣告宣傳活動

company values
公司價值觀

dealership
商品經(jīng)銷特許權，特許經(jīng)銷商

point-of-sale
銷售網(wǎng)點

showroom
展示廳

manufacturing plant
制造廠

image
形象

company image
公司形象

up-to-date
現(xiàn)代的

survey
調(diào)查

product launch
產(chǎn)品發(fā)布

press coverage
報界對…的報道

customer satisfaction survey
顧客滿意程度調(diào)查

motoring magazine
汽車雜志

display
陳列品

venue
地點

invitation
邀請函

freelance journalist
自由撰稿人

information packs
資料袋

advance preparation
預先準備

senior executive
高級主管

路線，旅程

brief
簡介

management staff
管理人員

聽力訓練

①. listening : Eilish O’shea, Public Relations Manager at Skoda UK, talks about her job. Before you listen, decide whether the following are the responsibility of the PR or Marketing Department at Skoda.
斯柯達英國公司的公關經(jīng)理艾麗茜?歐希談論她的工作。聽之前，先判斷下列各項在斯柯達英國公司是屬于公共關系部還是銷售部的職責。

?Communication with the press

?Research into the public’s needs

?Development of the company’s reputation

?Brand development

?Decisions about product pricing

?Public awareness of company values

與報界溝通

研究公眾的需求

拓展公司名聲

品牌開發(fā)

決定產(chǎn)品價格

公眾對公司價值觀的了解

要點解釋

1 my job is to plan and manage the public relations strategy for the Skoda brand in the UK.
我的工作是為在英國的斯柯達品牌制定計劃和公關策略

2 This means I’m responsible for dealing with the press, television and radio, as well as communications with the public and personnel in our UK dealerships.
這就是說，我的職責是負責應對報界，電視和之聲，也負責與公眾以及與英國的特許經(jīng)銷商的溝通。其中的to be responsible for 意為“對…負責”；而the public 是指“公眾”。

3 The primary role of PR is to create understanding with the public.
公關的首要作用是與公眾達成互相理解。

4 the heart of the organization
組織的核心

5 our objective is to give an accurate picture of the company, its brand and what it believes in.
我們的目標是準確樹立公司的形象，公司品牌以及與公司理念有關的形象。

6 …that the public has a positive image of the company
公眾對公司有一個良好的形象。

7 PR, on the other hand ,it is more concerned with establishing and maintaining goodwill and understanding between the company and its public.
從另外一方面說，公關更關注公司與公眾之間建立并維系一種友好的理解

8 In PR you have to build long-term relationships with journalist as because you work with them on a regular basis and trust is absolutely essential.
在公關部，你要與記者們建立一種長期的關系，因為你需要經(jīng)常與他們合作，而相互信任上必不可少的。

manage the public relations strategy
管理公關策略

deal with the press,TV and radio
應對報界，電視和之聲

provide the press and public with information
向報界和公眾提供信息

give an accurate picture of the company
樹立良好的公司形象

maintain goodwill and understanding
維系一種友好關系，達成互相理解

build long-term relationships
建立長期關系

聽力訓練

②. listening

Eilish explains how Skoda changed public attitudes to the brand when it was re-launched in the UK in 1995. before you listen, suggest how the company achieved this. Then listen and check your answers.

艾麗茜談斯柯達公司1995年重新開張時是怎樣改變公眾態(tài)度的。聽之前，先試著說說公司是怎樣達成這一目標的，然后再聽，并核對正確答案。

參考答案

要點解釋

1．But that was because of people’s misconceptions about the quality of central European engineering.
但那是因為人們對中歐制造工藝的質(zhì)量有誤解。

2．So how did you go about communicating this reality to the public?
那么你是怎樣著手把實際情況告訴公眾的。

3．When we re-entered the UK with the new model, the Felicia, in 1995, we put a huge emphasis on advertising, everything from national advertising to point-of-sale material in the showrooms.
1995年，當我們以弗雷西亞車型重新打入英國市場時候，我們高度重視廣告宣傳，包括國內(nèi)廣告到各展示廳銷售點的廣告材料。

4．So, our job was to communicate the quality of Skoda to the motoring press.
所以，我們的責任是向汽車報界宣傳斯柯達的產(chǎn)品質(zhì)量。

5．You certainly won over the press.
你們當然贏得了報界。

6．Skoda recently came top of a major consumer magazine’s annual survey of car owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40 000 car owners.
在最近的一家消費者雜志舉辦的對汽車擁有者的調(diào)查中，斯柯達獲得了第一的名次。這是在英國舉行的對40 000名汽車擁有者進行的同類調(diào)查中規(guī)模最大的顧客滿意度調(diào)查。

7．The results of the survey made the evening news on the National TV.
調(diào)查結果上了國內(nèi)電視臺的晚間新聞。這里的make 一詞的意思為“因有某種特點或者品質(zhì)而成為”，“可轉(zhuǎn)變?yōu)椤?，“適宜作……”。比如，he will make a fine teacher. 他將來可以成為一個好教師。又比如：this magazine makes pleasant reading. 這份雜志是富有樂趣的讀物。

8．And that is the real enjoyment for me，seeing my ideas having a clear effect on the forward direction of the brand.
真正使我感到快樂的，是看到自己的觀點對品牌的發(fā)展起著明顯的作用。

9．It is down to me to sort out any problems, so when things go well, I really feel I’m making an important contribution to the success of the company.
安排由我負責處理各種問題，所以如果一切順利，我就感到自己的對公司的成功作出了很重要的貢獻。這里的down 作形容詞，意思是“已安排，排定”

口語練習

Speaking; Work in pairs. What is the public image of your partner’s company and its products? Does your partner share the same view of the company?
結合練習，你搭檔的公司有什么公眾形象？提供什么產(chǎn)品，服務，你的搭檔是否與其公司的看法一致？

參考詞匯和表達

do whatever it appropriate to promote its image.
竭盡全力來宣傳公司的形象

create the image that attracts and retains clients.
樹立能夠吸引并保住客戶的形象

components of a overall image include advertising, marketing communications ,publicity, company locations, prices and product positioning, etc.
公司整體形象各組成要素包括廣告，營銷系統(tǒng)，宣傳活動，公司所處地段，產(chǎn)品價格，產(chǎn)品定位，等等。

Distribute flies, pass out brochures or issue press releases will also help to create a company image.
散發(fā)小廣告?zhèn)鲉?，分發(fā)宣傳手冊或者發(fā)布新聞稿件都有助于建立公司形象。

Its marketing strategy help to shape company images.
營銷策略有助于樹立公司形象。

Customer service policies also impacts company image
顧客服務政策也影響到公司形象。

Enhance their current image
改變他們目前的形象

Easy to do business with
容易合作做生意

Adjust to the needs of the customers
適應顧客的需要

Organising a PR event？
組織公共活動？

口語練習

Speaking: work in pairs. Your company is launching a new product in four months’ time. Aggress on the following details.

Then present your ideas to the class.

The name of the product

The venue for the launch

The date and time of the event

Some details of the event programe

A final date for returning replies

結合口語練習，你所在公司將在4個月后推出一個新產(chǎn)品。大家先統(tǒng)一約定以下各個細節(jié)。然后向全班展示你的看法。

產(chǎn)品發(fā)布會地點

這一活動的日期和時間

活動計劃的一些具體內(nèi)容

回復的最后期限

參考詞匯和表達

meet the promotional requirements
符合促銷要求

publicise product launch information
宣傳產(chǎn)品發(fā)布信息

place advertising in newspapers
在報紙上做廣告

ensure that you hit the target market you are aiming for
確保取得瞄準的目標市場

create market success
取得市場成功

in the most timely and cost effective way
以最為及時，取得最大成本效益的方式

provide guidelines for the timing of all aspects of the launch
指定方針，安排發(fā)布會各方面的具體時間

present your product and company with the very best image possible.
盡可能展示出你的產(chǎn)品和公司的最好形象

ensure that no delays occur that adversely affect your product in the market
確保不出現(xiàn)嚴重影響產(chǎn)品銷售的延誤

keep your launch on track
隨時跟蹤發(fā)布會的情況

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