新航标职业英语·综合英语2Unit 6-PPT

Background,GettingReady,TextA,LanguageFocus,TextB,VocationalFocus,SkillFocus,PracticalLearning,“十二五”职业教育国家规划教材经全国职业教育教材审定委员会审定,新航标职业英语综合英语2,VocationalEnglishCommunicationforYourCareer,2,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,3,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,PublicRelations,PRasacareerchoice,4,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,PublicRelations(PR)isacollectivenoun.Itinvolvesthecultivationoffavorablerelationsfororganizationsandproductswiththeirkeypublicsthroughtheuseofavarietyofcommunicationchannelsandtools.,PublicRelations,5,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,PRranksasoneofthemostpopularcareerchoicesforcollegegraduates.TheneedforPRpersonnelisgrowingatafastpace.ThetypesofclientsthatPRpeopleworkforincludethegovernment,educationalinstitutions,non-profitorganizations,specificindustries,corporations,athleticteams,entertainmentcompanies,andevenothercountries.,PRasacareerchoice,6,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,AMatchthefollowingpictureswithfourPRactivities.Afterthat,trytolistmorePRactivities.a.Mediapromotionb.Publicityeventc.Advertisingcampaignd.Etiquettetraining,d.,a.,b.,c.,7,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,BWorkingroupsanddiscussthefollowingquestion.WhatisaPRpersonsjoblikeinyourmind?Tick()fromthefollowingadjectives.,8,PublicRelations,While-reading,After-reading,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,9,Paragraph1,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,PublicRelationsandImage,Everyoneahumanbeing,anorganizationandevenananimaltriestopresentthemselveswithagoodimage.Inawell-knownfableaboutthekingdomofthebirds,therewasagranddanceorganizedforallthebirds.Thehen,afterlookingatherveryordinaryappearanceinthemirror,decidedtodressherselfupwithsomebeautifulpeacockfeathers.Shewasarealhitatthepartyassheexpected.However,whileshewasdancinghappily,thefeathersshehadstuckontoherownfeathersbeganfallingoffoneafteranother.Theextremelyembarrassedhenfledfromthenumerouscriesofridiculefromalltheotherbirds.,10,Paragraph2,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Inacertaincity,awatersupplycompanyissuedanoticeaboutcuttingoffthewatersupply.Atfirst,thepublicwereonlytoldthattherunningwatercompanyneededtoservicethepipeline.However,ontheseconddaythepublicweretoldthatthewatersourcehadbecomepolluted.Becausethepublichadnotgottothebottomoftheaffair,thewholecitywasinapanic.Itledtoverystrongdisaffectiononthepartofthepublicbecauseitwasclearthatthecompanyhadtriedtoconcealthetruthatfirst.Theircorporateimagewasbadlydamaged.,PublicRelationsandImage,11,Paragraph3,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Honestlyinformingthepublicofthetruthinthefirstinstanceismuchbetterthancoveringitup.Forthelong-termdevelopment,itiscrucialthatanenterprisecommunicatewiththepublicopenlyinordertomaintaingoodpublicrelations.ThatistheultimatevalueofthecareerknownasPublicRelations(PR).PRisthepracticeofmanagingcommunicationbetweenanorganizationandthepublic.PRasabusinessoriginatedintheU.S.A.intheearly20thcenturyandboomedafterWorldWarII.,PublicRelationsandImage,12,Paragraph4,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Inmodernsociety,thiscareerincludesavarietyofactivitiesandrolesunderthegeneralnameof“PublicRelations”;amongthemareincludedpublicity,promotion,advertising,persuading,fund-raisingandmediarelations.PublicRelationsprovidesservicesforacompanybyhelpingitgivethepublicandthemediaabetterunderstandingofhowthatcompanyworks.Italsohelpsanorganizationachieveitsfullpotentialandprovidesimportantfeedbacktotheorganizationfromthepublic.Thisusuallytakestheformofresearchingthoseaspectsofthecompanythatthepublicaremosthappyorunhappywith.,PublicRelationsandImage,13,Paragraph5,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Infact,PublicRelationshasbecomesuchanimportantandspecializedelementofbusinessthatnowtherearePRcompanieswithprofessionallyqualifiedstaff.Theycangiveadviceandguidancetootherbusinesses,sotheyarecalledconsultants.PublicRelationsconsultantsfocusonbuildingrelationshipswithallthe“publics”ofanorganization.Theyareeffectivecommunicatorswhoaregoodatproblemsolving,abletoseemultiplepointsofview,andarecalmeveninthebusiestsituations.Theymusteffectivelyanswerallcriticisminordertoprotectthecompanysreputation.,PublicRelationsandImage,14,Paragraph6,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Ifthepoorhenhadknownsomethingabout“PublicRelations”skills,shewouldhavebeenabletorebuildher“publicimage”.Ifthewatersupplycompanyhadadoptedatransparent“PublicRelations”strategy,thepublicwouldhavehadabetterunderstandingofhowitworks.Today,moreandmorebusinessesbelievetheyneed“PublicRelations”personneltomanagetheirpublicimage.,PublicRelationsandImage,15,1.Whatcanwelearnfromtheunfortunatehensstory?,2.Whywasthepublicimageofthepipelinecompanybadlydamaged?,ExerciseA,Readthetextandanswerthefollowingquestions.,Ifthepoorhenhadknownsomethingabout“PublicRelations”skills,shewouldhavebeenabletorebuildher“publicimage”.WeshouldlearnsomethingaboutPRskillstomaintainourpublicimage.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Atfirst,thecompanytriedtoblocktheinformationandconcealthetruth.,16,3.WhenandwheredidPRbusinessoriginate?,4.HowdoesaPublicRelationsdepartmentprovidefeedbackfromthepublictoacompany?,ExerciseA,Readthetextandanswerthefollowingquestions.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,PRbusinessoriginatedintheU.S.intheearly20thcentury.,Thisusuallytakestheformofresearchingthoseaspectsofthecompanythatthepublicaremosthappyandunhappywith.,17,5.WhatdoyouthinkoftheserviceofPublicRelationsconsultants?,ExerciseA,Readthetextandanswerthefollowingquestions.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,PRconsultantsarehelpfulinbuildingandmaintainingpublicimageofanorganization.Moreandmorebusinessesbelievetheyneed“PublicRelations”personneltomanagetheorganizationsimageinsociety.,18,ExerciseB,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Fillintheblankstocompletethemainideasofthetext.ThearticletellsusthatPublicRelations(PR)isthepracticeof_.PRconsultantsaregoodat_,andareableto_.,managingthecommunicationbetweenanorganizationanditspublic,communicatingandproblemsolving,seemultiplepointsofviewandstaycalmeveninthebusiestsituations,19,ExerciseC,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,Discusswithyourpartner,andchoosethebestanswersfromchoicesagtofillintheblanks.PublicRelationsincludesmanydifferentactivities.1.Withintheorganization,thePRdepartmentisableto_.2.Outsidetheorganization,thePRdepartmenthelpsto_.a.helpanorganizationtoachieveitsfullpotentialb.givethepublicandthemediaabetterunderstandingofhowtheorganizationworksc.buildrelationshipswithallthe“publics”videfeedbacktotheorganizationfromthepublic,adg,bcef,20,Vocabulary,Structure,Translation,LanguageFocus,Grammar,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,21,AChoosethecorrectformofthewordstocompletethefollowingsentences.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,1.consult,consulting,consultanta.Youneedto_adictionarywhenyoucomeacrossnewwords.b.Sheisanart_forthis3-Dmovie.2.image,imagine,imaginationa.Thecompanyneedstoimproveits_amongyoungpeople.b.Icant_municator,communicative,communicationa.Thenewpresidentisatalented_.b.Hehasjustfinishedhisresearchpaperonanimal_.,consult,consultant,image,imagine,communicator,communication,22,Vocabulary,AChoosethecorrectformofthewordstocompletethefollowingsentences.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,4.persuade,persuasive,persuasiona.Itisimpossibleto_himtojoinourparty.b.Theyoungmanadmitsthatour_changedhislife.5.create,creative,creativitya.Shewoninthehandicraftcontestbecauseofher_.b.Youshouldlearntoindependently_yourownfuture.,persuade,persuasion,creativity,create,23,Vocabulary,BMatchthewordsinColumnAwiththeappropriatephrasesinColumnB.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,1.tectc.thetruth4.conceald.success5.achievee.apieceofnews,24,Vocabulary,CCompletethesentencesbelowwiththecorrectformofthewordsandphrasesinthebox.,reputationfleeconsultantopen-mindedbuildupcoveruporiginatedressup,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,1.Hisparentsare_abouthiseducationandcareerchoice.2.Theman_tothemountaintoavoidtheconscription(征兵).3.Thegirls_asmoviecharactersinthisexcitingfestival.4.PRpersonnelmustprotectthecompanys_whenthecompanyisfacingcriticism.,5.Thedishonestboytriesto_hismistake.6.PR_areexpertsinmanagingsensitiveissuesinsideandoutsideacompany.7.Mostofthegoods_fromSouthAmerica.8.Vocationaleducationaimsat_studentspracticalskills.,open-minded,fled,aredressedup,reputation,coverup,consultants,originate,buildingup,25,Structure,AStudytheexampleandrearrangethewordsandphrasesintocorrectsentences.,Example:inorderto,effectively,thecompanys,they,must,answer,reputation,allcriticism,protect,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,1.inorderto,catch,she,early,gotup,thetrain_2.inorderto,anewcellphone,Helen,money,saved,buy_3.inorderto,abunchof,hisgirlfriend,he,roses,bought,please_,Shegotupearlyinordertocatchthetrain.,Helensavedmoneyinordertobuyanewcellphone.,Heboughtabunchofrosesinordertopleasehisgirlfriend.,Theymusteffectivelyanswerallcriticisminordertoprotectthecompanysreputation.,26,Structure,AStudytheexampleandrearrangethewordsandphrasesintocorrectsentences.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,4.inorderto,hiswords,misunderstanding,themanager,avoid,repeated_5.inorderto,myfriendliness,show,smiledat,I,theneighbor_,Themanagerrepeatedhiswordsinordertoavoidmisunderstanding.,Ismiledattheneighborinordertoshowmyfriendliness.,27,Structure,BStudytheitalicizedpartoftheexamplesentencesandcomposesentenceswiththesamestructuresusingthewordsandphrasesinparentheses.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,1.Example:PRisthepracticeofmanagingcommunicationbetweenanorganizationandthepublic.,(moved,I,themother,by,thelove,am,thedaughter)(sits,dad,hermom,thelittlegirl)(ourschool,thetheater,is,themuseum),Iammovedbythelovebetweenthemotherandthedaughter.,Thelittlegirlsitsbetweenhermomanddad.,Betweenthetheaterandthemuseumisourschool.,28,Structure,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,BStudytheitalicizedpartoftheexamplesentencesandcomposesentenceswiththesamestructuresusingthewordsandphrasesinparentheses.,2.Example:PublicRelationshasbecomesuchanimportantandspecializedelementofbusiness,thatnowtherearePRcompanieswithprofessionallyqualifiedstaff.(Themeeting,agreatsuccess,theorganizer,bepraised,by,thesponsor)(John,be,arespectedteamleader,he,bepromoted,to,amanager)(Joey,anexperiencedPublicRelationsconsultant,he,successfully,protect,thecompanysreputation),Themeetingwassuchagreatsuccessthattheorganizerwaspraisedbythesponsor.,Johnissucharespectedteamleaderthatheispromotedtoamanager.,JoeyissuchanexperiencedPublicRelationsconsultantthathesuccessfullyprotectedthecompanysreputation.,1.Thecompanyatfirsttriedtoblockthepassageofinformationandconcealthetruth,whichledtothedisaffectionamongthepublic.2.Moreandmorebusinessesbelievetheyneed“PublicRelations”personneltomanagetheirimageinsociety.3.Bepreparedtobealife-longlearnerinthisnewanddynamicPRfield.,29,Translation,ATranslatethefollowingsentencesintoChinese.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,公司最初极力想要封锁消息、隐瞒真相，引起了公众的不满。,越来越多的公司相信他们需要“公共关系”人员来管理其社会形象。,准备好在公关这个新的充满活力的领域学习一生。,30,Translation,ATranslatethefollowingsentencesintoChinese.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,为了发展中国的公关业，我们应该学习外国的经验。,这位公关经理在公司品牌管理团队中会起到重要的、有影响力的作用。,4.WeshouldlearnfromtheexperienceofforeigncountriesinordertodevelopthePRindustryinChina.5.ThePublicRelationsmanagerwillplayanimportantandinfluentialroleinthecompanybrandmanagementteam.,31,Translation,BTranslatethefollowingsentencesintoEnglishusingthewordsorphrasesintheparentheses.,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,1.那些能把理论知识运用于实践的毕业生受到用人单位的欢迎。(putintopractice)2.销售计划一旦有任何变化，我们会立即通知您。(informof.)3.公众和媒体想要对公司的运作有更好的了解。(haveabetterunderstandingof.),Graduateswhocanputtheirtheoreticalknowledgeintopracticearewelcomedbyemployers.,Wewillimmediatelyinformyouofanychangesinthesalesplan.,Thepublicandthemediawanttohaveabetterunderstandingofhowthecompanyoperates.,32,Translation,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,4.高素质的公关顾问可以为企业提供建议和指导。(highly-qualified,guidance)5.公关顾问需要有广博的知识。(arangeof.),Highly-qualifiedPRconsultantscangiveadviceandguidancetobusiness.,PublicRelationsconsultantsneedtohaveabroadrangeofknowledge.,BTranslatethefollowingsentencesintoEnglishusingthewordsorphrasesintheparentheses.,33,Grammar,SubjunctiveMood,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,ACompletethefollowingsentencesbychoosingA,B,CorD.1.Whatever_(be)hisexcuse,wecannotbearhisbehavior.A.beB.isC.wasD.were2.Itstimethatthechildren_(go)tobed.A.togoB.goC.goneD.went3.Supposehe_(see)us!A.seeB.sawC.weretoseeD.seeing4._(be)thereaseriouscrisistoarise,thegovernmentwouldhavetoactswiftly.A.BeB.IsC.WasD.Were5.IfI_(feel)overtired,Iwouldntgoon.A.werefeelingB.feltC.feelD.wasfeeling,A,D,C,D,A,34,Grammar,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,SubjunctiveMood,ACompletethefollowingsentencesbychoosingA,B,CorD.6.Werecommendthataneutral(中立的)Chairman_(appoint).A.appointB.beappointedC.tobeappointedD.wasappointed7.Ifit_(rain)tomorrow,thematchwouldbepostponed.A.rainB.rainedC.willD.weretorain8.Evenifit_(be)difficult,Ishouldtrytofinishit.A.beB.isC.wasD.were9.Hemakesanoteoftheassignmentlesthe_(forget)it.A.forgetB.forgotC.willforgetD.weretoforget10.Itisessentialthathe_(have)allthefacts.A.haveB.hadC.willhaveD.weretohave,B,D,D,A,A,35,Grammar,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,SubjunctiveMood,BFillintheblanksusingthepropersubjunctiveformsoftheverbsgiveninparentheses.1.IfI_(be)you,Iwouldfaceuptotheproblem.2.Itisnotnecessarythateveryone_(be)ascientist.3.Theworkersdemandedthattheirwages_(increase)by10percent.4.Shewishesshe_(notsay)it.5.Itwassuggestedthatanothermeeting_(hold)todiscusstheproblem.6.Ipreferthatmysecretary_(accompany)metoBeijing.7.Itisessentialthatalltheinterviewees_(be)interviewedonebyone.8.HowIwishourfactory_(be)betterequipped.,were,(should)be,(should)beincreased,hadntsaid,(should)beheld,(should)accompany,(should)be,were,36,Paragraph1,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,WaystoAdvanceinaPRCareer,Agoodrelationshipwiththepublicisimportantforeveryorganization,includinggovernmentdepartments,hospitals,educationalinstitutionsandbusinesscorporations.ItisthePublicRelationsconsultantwhocanmaintaingoodlinksbetweenanorganizationandthepublic.PRisregardedasawonderfuljobbymanygraduates.,37,Paragraph2,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,WaystoAdvanceinaPRCareer,Everyyear,thousandsofgraduatesleavecollegeandentertheexcitingworldofwork.ManystudentsareeagertoprovethemselvesinthechallengingPRworld,becausetheyhaveattendedmanycoursesthatpreparethemforPRjobs.ThesecoursesprovidethemwiththebasicinformationaboutavarietyofnecessaryPRelements.,38,Paragraph3,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,WaystoAdvanceinaPRCareer,ButgraduatesstillneedexperienceworkinginaPublicRelationsdepartmenttoputtheirtheoreticalknowledgeintopractice.Theyneedtohaveabroadrangeofknowledgeandskills,includingmultitasking,timemanagement,organizationalandplanningskills.Moreover,theymustbepersuasiveinwrittenandverbalcommunication.,39,Paragraph4,译文,Background,GettingReady,TextA,TextB,VocationalFocus,SkillFocus,PracticalLearning,LanguageFocus,WaystoAdvanceinaPRCareer,Smartgraduatesstartbuildingtheirexperiencebasewhiletheyarestillinschool,andgetaninternshipbeforeorshortlyaftergradua