世纪商务英语听说教程第四版答案unit6

Unit 6Public Relations,世纪商务英语听说教程 4 (第四版),Learning Objectives,To get to know the goal of public relations.To know the scope of public relations.To understand what a company does in order to win the goodwill of people.To be able to play roles in a given public relations situation.,Contents,Active Listening,Visiting the Factory,Words and Expressions,Active Listening,Directions: Listen to a dialogue and fill in the following table.,Exercise 1,leading,_,34,_,launched,_,performance,_,20,000,_,300,_,40%,_,7%,_,W: Mr. Brown, Ill be accompanying you on your tour today.M: Thank you for all the trouble, Miss Lee.W: No trouble at all. Well, here were at the production shop. Shall we start from the assembly line?M: Sure.W: Please have a look at this. Its our latest product, a product with high performance. We have launched it on the market just a month ago.M: Thats really impressive.W: Yes. By the way, we are a leading manufacturer in this line in China and we have 34 offices all over the world.M: Well, how many employees do you have now?W: Um. we have over 20,000 employees in this plant and about 300 in the overseas offices.,TAPESCRIPT,TAPESCRIPT,M: Whats your annual output?W: Its about one billion pieces a year now and the number is still rising.M: Whats your market share then?W: It was 40% in the domestic market and 7% in the world market.M: Really. Whats the building opposite us?W: Thats our warehouse. We keep a stock of the fast-moving items so that urgent orders can be delivered quickly from stock.M: If I place an order now, how long would it be before I get delivery?W: That would depend on the size of your order and the specific items you want.M: I see.W: Mr. Brown, what do you think of our factory, may I ask?M: Very impressive, I think.,Active Listening,Directions: Listen to the dialogue again and answer the following questions.,Exercise 2,1. What is the relationship between the two speakers?,Customer and seller.,_,2. From which section did they start the tour?,They started from the assembly line.,_,3. How does the company prepare for urgent orders?,They keep a stock of the fast-moving items.,_,Active Listening,A PR Persons Responsibility,Words and Expressions,Active Listening,Directions: Listen to a dialogue and put the following words or phrases in the correct category.,Exercise 1,employeesindependent contractors family members of employees stockholders,_,the public in generalemployeesbuyers of a productindependent contractorsstockholdersusers of a servicefamily members of employeesmembers of the news media,the public in generalbuyers of a productusers of a servicemembers of the news media,_,M: Good afternoon, Sara. I am learning Public Relations and have got some problems with me. You are an expert on Public Relations. I hope you can give me some ideas about that.W: My pleasure. Go ahead, please.M: Who has the responsibility to decide when and how to release information?W: In most organizations, one of the chief responsibilities is that of media liaison. On one hand, the PR person must find the person within the organization. On the other hand, they have the responsibility for advertising the organizations officials on media relations.,TAPESCRIPT,TAPESCRIPT,M: How does a PR person communicate with internal publics?W: Internal publics include employees, independent contractors who work with the organization, stockholders, members, and the families of any of these groups. Some of the means are company magazines, letters, notices, and periodic reports.M: Thanks a lot, and then what do external publics refer to?W: External publics refer to those groups outside of the organization that an organization wants to communicate with. They may include the public in general, buyers of a product, users of a service, members of the news media, etc.M: What should a PR person ensure in dealing with external public relations?,TAPESCRIPT,W: Generally speaking, a public relations person must help not only in getting information out but also in making sure that information is properly interpreted. M: And the last question, what role does a PR person play in the organizations public activities?W: Public relations people are often involved in the organizations public activities. A company may announce an advertising campaign; the official may hold a news conference. He is usually part of the planning on such events.M: I have learned a lot. Thank you very much.W: You are welcome.,Active Listening,Directions: Listen to the dialogue again and fill in the table with the information you hear.,Exercise 2,decide when and how to release information.,_,company magazines, letters, notices, and periodic reports,_,advertising the organizations officials,_,Active Listening,Coca-Colas Success,Words and Expressions,Active Listening,Directions: Directions: Listen to a passage and decide whether the statements are true (T) or false (F).,Exercise 1,1. Coca-Cola and Soutirages Luxembourgeois are business partners.2. The intention of the campaign is to promote Coca-Colas product.3. The events lasted from June 1st to September 14th, 2002.4. There were 20 hot air balloons including three 150 feet high Coca-Cola bottles and one 60 feet high Polar Bear in the Balloon Night Glow.5. Coca-Cola Balloon Night Glow attracted 14,000 visitors during the day.6. Coca-Cola Balloon Night Glow was reported on newspapers and TV.7. Although the campaign was a great success with the public, it left a bad impression on the city authorities.8. After the campaign, sales got promoted.,F,( ),F,( ),F,( ),T,( ),F,( ),F,( ),F,( ),F,( ),The PR personnel of Coca-Cola Belgium and Soutirages Luxembourgeois decided to create a series of public events. The events were held from July 1st to September 14th, 2002. The purpose for all the events is to promote Coca-Cola and Soutirages Luxembourgeois, which is an important business partner, and to create a nice image as well as proximity with their target groups. There were a variety of events: Coca-Cola Balloon Night Glow, laser show, fireworks in the old city, and a big party closing Luxembourgs summer program with live concerts and shows. In the Balloon Night Glow, there were 20 hot air balloons which had special shapes including three 150-foot high Coca-Cola bottles as well as one 60-foot high Polar Bear.,TAPESCRIPT,TAPESCRIPT,Press conferences and press releases were held with the two main partners, the authorities of Luxembourg City and the Luxembourg City Tourist Office. Media campaign was launched with media partner National Advertising Campaign: 250 posters in bus-stops, stations, streets and other public places. And finally, a campaign was held in the main Luxembourg dailies. These activities proved to be a great success. Coca-Cola Balloon Night Glow attracted 40,000 visitors during the day, and it got mass press and TV coverage; involvement of all employees of Soutirages Luxembourgeois was excellent; feedback from 200 VIP and Luxembourg city authorities were excellent; impression on the Belgian headquarters was favorable; and above all, feedback from all points of sale were satisfactory: they got 20% more customers from businesses and even a higher percentage of customers from individuals.,Active Listening,Directions: Listen to the passage again and fill in the table with the information you hear.,Exercise 2,a nice image,_,proximity,_,press conferences,_,laser show,_,advertisement campaign,_.,a great success,_,Fun Break,Directions: Listen to a joke and answer the questions.,1. What was the mathematicians answer? How did he make that answer?2. What was the accountants answer? How did he make that answer?3. What was the public relations officers answer? Why did he say so?,A mathematician, an accountant and a public relations officer all applied for the same job with a large company. The interviewer called in the mathematician first and asked, “What does two plus two equal?” The mathematician replied, “Four.” The interviewer asked, “Four, exactly?” The mathematician looked at the interviewer incredulously and said, “Yes, of course. Four, exactly.” Then the interviewer called in the accountant and asked the same question, “What does two plus two equal?” The accountant said, “On average, four-give or take 10 per cent; but on average, four.” Then the interviewer called in the public relations officer and again posed the same question, “What does two plus two equal?” The public relations officer got up, locked the door, closed the shade, sat down next to the interviewer and whispered, “Well, what do you want it to equal?”,TAPESCRIPT,Additional Listening,Public Relations,Words and Expressions,Additional Listening,Directions: Listen to a passage and fill in the table with the information you hear.,Exercise 1,the opinions of smaller groups,_,activities,_,plans,_,ideas,_,the trust and goodwill of its neighbors in the places where it has factories and offices,_,Public relations try to win the confidence and goodwill of people. It is the activity of giving business or other organization information about how its actions might affect public opinions or how public opinions might affect its actions. It is also the job of the public relations officer to tell the public about a companys activities, plans, or ideas. This is necessary because people are likely to have more confidence in a company if they know something about it. There is not just one big public whose opinion a company has to worry about if it is to survive and grow. Most companies and organizations have to think about the opinions of smaller groupstheir customers, for instance, or their workers or their shareholders.,TAPESCRIPT,TAPESCRIPT,A company must also have the trust and goodwill of its neighbors in the places where it has factories and offices. The company must be on good terms with the government, because every business can be seriously affected by government laws or regulations. Public relations begin by planning ones actions so as to respect the rights and beliefs of other people. A public relations program can be of little use to a company if it does not include these things. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if it cares about other people. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons for it.,Additional Listening,Directions: Listen to the passage again and answer the questions briefly.,Exercise 2,1. How do public relations begin?,By planning ones actions.,_,2. When does a public relations program work?,When it includes respecting the rights and beliefs of other people it works for.,_,3. Which will affect public opinions, money or moving to a new location?,Moving to a new location.,_,4. Can you name some concerns of Public Relations?,Moving to a new location or buying another business.,_,Viewing & Speaking,Shall we.? How large is.? How many employees.? How long is the history of.? How does your. system operate? Whats your impression of.? Well, here we are at./This is./That is.,There are. Let me take you around. Our company was founded. As far as. is concerned, we believe we are. I hope you found this trip.,Viewing & Speaking,Directions: Make a dialogue according to the situation and role-play it with your partner.,Activity 1,Suppose you are the public relations manager in Carpetel Company which produces household carpets and carpets for offices and hotels. Mr. Lee, a purchase manager from Hilton Hotel, is going to visit your plant and youre supposed to guide him during the tour. Reference hint: Public relations reception plays an important role and it involves a lot of delicate work. Visits from business partners show their interest and attention. Therefore, public relations personnel should grasp this opportunity to promote their company, and make a good impression to their partner at the same time.,Viewing & Speaking,Activity 2,Directions: Watch a video and then discuss the related PR services offered by other companies that you know.,VIDEOSCRIP