What is public relations ？什么叫公共关系？

The benefits of good PR 良好公共关系的益处

词汇准备

public image
公众形象

advertising campaign
广告宣传活动

company values
公司价值观

dealership
商品经销特许权，特许经销商

point-of-sale
销售网点

showroom
展示厅

manufacturing plant
制造厂

image
形象

company image
公司形象

up-to-date
现代的

survey
调查

product launch
产品发布

press coverage
报界对…的报道

customer satisfaction survey
顾客满意程度调查

motoring magazine
汽车杂志

display
陈列品

venue
地点

invitation
邀请函

freelance journalist
自由撰稿人

information packs
资料袋

advance preparation
预先准备

senior executive
高级主管

itinerary
路线，旅程

brief
简介

management staff
管理人员

听力训练

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.
斯柯达英国公司的公关经理艾丽茜•欧希谈论她的工作。听之前，先判断下列各项在斯柯达英国公司是属于公共关系部还是销售部的职责。

•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

与报界沟通

研究公众的需求

拓展公司名声

品牌开发

决定产品价格

公众对公司价值观的了解

要点解释

1 my job is to plan and manage the public relations strategy for the Skoda brand in the UK.
我的工作是为在英国的斯柯达品牌制定计划和公关策略

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.
这就是说，我的职责是负责应对报界，电视和之声，也负责与公众以及与英国的特许经销商的沟通。其中的to be responsible for 意为“对…负责”；而the public 是指“公众”。

3 The primary role of PR is to create understanding with the public.
公关的首要作用是与公众达成互相理解。

4 the heart of the organization
组织的核心

5 our objective is to give an accurate picture of the company, its brand and what it believes in.
我们的目标是准确树立公司的形象，公司品牌以及与公司理念有关的形象。

6 …that the public has a positive image of the company
公众对公司有一个良好的形象。

7 PR, on the other hand ,it is more concerned with establishing and maintaining goodwill and understanding between the company and its public.
从另外一方面说，公关更关注公司与公众之间建立并维系一种友好的理解

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.
在公关部，你要与记者们建立一种长期的关系，因为你需要经常与他们合作，而相互信任上必不可少的。

manage the public relations strategy
管理公关策略

deal with the press,TV and radio
应对报界，电视和之声

provide the press and public with information
向报界和公众提供信息

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

maintain goodwill and understanding
维系一种友好关系，达成互相理解

build long-term relationships
建立长期关系

听力训练

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.

艾丽茜谈斯柯达公司1995年重新开张时是怎样改变公众态度的。听之前，先试着说说公司是怎样达成这一目标的，然后再听，并核对正确答案。

参考答案

要点解释

1．But that was because of people’s misconceptions about the quality of central European engineering.
但那是因为人们对中欧制造工艺的质量有误解。

2．So how did you go about communicating this reality to the public?
那么你是怎样着手把实际情况告诉公众的。

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，当我们以弗雷西亚车型重新打入英国市场时候，我们高度重视广告宣传，包括国内广告到各展示厅销售点的广告材料。

4．So, our job was to communicate the quality of Skoda to the motoring press.
所以，我们的责任是向汽车报界宣传斯柯达的产品质量。

5．You certainly won over the press.
你们当然赢得了报界。

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.
在最近的一家消费者杂志举办的对汽车拥有者的调查中，斯柯达获得了第一的名次。这是在英国举行的对40 000名汽车拥有者进行的同类调查中规模最大的顾客满意度调查。

7．The results of the survey made the evening news on the National TV.
调查结果上了国内电视台的晚间新闻。这里的make 一词的意思为“因有某种特点或者品质而成为”，“可转变为”，“适宜作……”。比如，he will make a fine teacher. 他将来可以成为一个好教师。又比如：this magazine makes pleasant reading. 这份杂志是富有乐趣的读物。

8．And that is the real enjoyment for me，seeing my ideas having a clear effect on the forward direction of the brand.
真正使我感到快乐的，是看到自己的观点对品牌的发展起着明显的作用。

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.
安排由我负责处理各种问题，所以如果一切顺利，我就感到自己的对公司的成功作出了很重要的贡献。这里的down 作形容词，意思是“已安排，排定”

口语练习

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?
结合练习，你搭档的公司有什么公众形象？提供什么产品，服务，你的搭档是否与其公司的看法一致？

参考词汇和表达

do whatever it appropriate to promote its image.
竭尽全力来宣传公司的形象

create the image that attracts and retains clients.
树立能够吸引并保住客户的形象

components of a overall image include advertising, marketing communications ,publicity, company locations, prices and product positioning, etc.
公司整体形象各组成要素包括广告，营销系统，宣传活动，公司所处地段，产品价格，产品定位，等等。

Distribute flies, pass out brochures or issue press releases will also help to create a company image.
散发小广告传单，分发宣传手册或者发布新闻稿件都有助于建立公司形象。

Its marketing strategy help to shape company images.
营销策略有助于树立公司形象。

Customer service policies also impacts company image
顾客服务政策也影响到公司形象。

Enhance their current image
改变他们目前的形象

Easy to do business with
容易合作做生意

Adjust to the needs of the customers
适应顾客的需要

Organising a PR event？
组织公共活动？

口语练习

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

结合口语练习，你所在公司将在4个月后推出一个新产品。大家先统一约定以下各个细节。然后向全班展示你的看法。

产品发布会地点

这一活动的日期和时间

活动计划的一些具体内容

回复的最后期限

参考词汇和表达

meet the promotional requirements
符合促销要求

publicise product launch information
宣传产品发布信息

place advertising in newspapers
在报纸上做广告

ensure that you hit the target market you are aiming for
确保取得瞄准的目标市场

create market success
取得市场成功

in the most timely and cost effective way
以最为及时，取得最大成本效益的方式

provide guidelines for the timing of all aspects of the launch
指定方针，安排发布会各方面的具体时间

present your product and company with the very best image possible.
尽可能展示出你的产品和公司的最好形象

ensure that no delays occur that adversely affect your product in the market
确保不出现严重影响产品销售的延误

keep your launch on track
随时跟踪发布会的情况

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