新编商务英语精读4 unit6.doc

Unit 6 Public RelationsTeaching Aim1 Cognitive Information（认知信息）： Public Relations；Methods for Public Relations2 Language Focus（内容重点） Key Words： positive, hoax, victim, specialize, recommendation, strength, hospitality, convention, standard, briefing, video, demonstrate; labor union, politician, feature, corporate, survey, lobby, vote, expansion Phrases： follow up on, take action, take to, place emphasis on, look to, roll out, treat to; keep up with Word Study： fake, integrate, emphasis, release, recommend 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 Pronouns3 Communicative 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.1Others define it as the practice of managing communication between an organization and its publicsPublic 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 Althoughadvertising is closely related to public relations as it too is concerned with promoting and gaining public acceptance for the companys 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 andbehaviors 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 relations2. Public relations versus advertisingPublic relations and advertising are two industries that are very different even though theyre 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 relationsPaid Space or Free Coverage Advertising： The company pays for ad space You know exactly when that ad will air 广播or be publishedPublic Relations： Your job is to get free publicity宣传 for the company From news conferences to press releases, youre focused on getting free media exposure for the company and its productsservicesCreative Control Vs No Control Advertising： Since youre paying for the space, you have creative control on what goes into that adPublic Relations： You have no control over how the media presents your information, if they decide to use your info at all Theyre 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 themShelf 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 releasePublic 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 wont publish your same press release three or four times in their magazineWise Consumers Advertising： Consumers know when theyre reading an advertisement theyre trying to be sold a product or servicePublic Relations： When someone reads a third-party article written about your product or views coverage of your event on TV, theyre seeing something you didntt pay for with ad dollars and view it differently than they do paid advertisingCreativity or a Nose for News新闻敏感Advertising： In advertising, you get to exercise your creativity in creating new ad campaigns and materialsPublic 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 mediaIn-House or Out on the Town Advertising： If youre working at an ad agency, your main contacts接触人，联系人 are your co-workers and the agencys clients If you buy and plan ad space on behalf of代表 the client, then youll also interact with media sales peoplePublic Relations： You interact with the media and limited to in house内部的 communications Youre in constant touch with your contacts at the print publications and broadcast mediaTarget Audience目标客户 or Hooked Editor Advertising： Youre looking for your target audience and advertising accordinglyYou wouldnt advertise a womens TV network in a male-oriented sports magazinePublic 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 Contact Advertising： 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 allPublic Relations： In public relations, you are very visible to the media PR pros arent 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 citizensSpecial Events Advertising： If your company sponsors an event, you wouldnt 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 youre 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 eventWriting Style Advertising： 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 productPublic Relations： Youre 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 media3. Goals of public relationsSome of the main goals of public relations are to create, maintain, and protect the organizations reputation, enhance its prestige, and present a favorable image Studies have shown that consumers often base their purchase decisions on a companys reputation, so public relations can have a definite impact on sales and revenue Public relations can be an effective part of a companys overall 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 objectivesAnother major public relationsgoal 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 practices4. 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 relationsProduct 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 companys image and reputation among its employees The essence of a good employee relations program is keeping employees informed and providing them with channels of communication to upper levels of management A range of communication devices were used, including a monthly tabloid文摘；摘要and magazine, a quarterly video magazine, 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 improve employee management communications Other public relations programs focusing on employees include training them as company public relations representatives; explaining benefits programs福利计划 to them; offering them educational, volunteer, and citizenship opportunities; 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; handling reorganizations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 companys 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 companys 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 companys 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 usualannual 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, childrens programs, community organizations, and construction projects On a more limited scale, small businesses may achieve community visibility by sponsoring local sports teamsor 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 restorationCrisis 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 organizations imageThe main objective of such a plan is to provide accurate information quickly in order to reduce uncertaintyGovernment 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 waysPublic relations in the public interest Organizations attempt to generate good will and position themselves 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 instructionConsumer 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 generalOther 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 companys overall image Special events may beheld to call attention to an organization and focus the publics 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 organizations 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 definedNew 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 things2. 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 figurativel