顺序装成一册双面新编商务英语版

BusinessEnglishUnitUnitPublicGeneralViewaboutPublicListeningDefinitionofPublicBusinessEnglishUnitUnitPublicGeneralViewaboutPublicListeningDefinitionofPublicReadingStepsinaPublicRelationsWritingGoalsofPublicSpeakingPublicRelationstoEntertainBenefitsofGoodPublicListeningBenefitsofGoodPublicReadingTakingAdvantageofPublicWritingWhatMakesGoodSpeakingWhatPRCanDoandCannotBusinessEnglishUnitUnitPublicInthisunit,somebasicconceptsBusinessEnglishUnitUnitPublicInthisunit,somebasicconceptsandinformationaboutpublicrelationsareintroducedanddiscussed,includingitsdefinition,stepsandgoals.Meanwhile,thisunitstillfocusesonbenefitsofgoodpublicrelations,coveringwhatthebenefitsare,howtotakeadvantageofgoodpublicrelations,whatmakesgoodpublicrelations,andwhatpublicrelationscanandcannotdo.TopicGeneralViewaboutPublicThistopicisaimedtointroducesomebasicinformationaboutpublicrelationssoastogiveyousomegeneralideaaboutitandhelpcorrectsomemisunderstandings.ListeningDefinitionofPublicBytheendofthisactivity,youshouldgainedagoodunderstandingofthedefinitionofdevelopedvocabularyrelatedtothedefinitionofrelations;andimprovedlisteningskillsandcomprehensionrelateddefinitionofpublicrelations.toTask1WhatareIdentifyThefirstthingaPRpersonshoulddoistoexaminewhatpublicsare.So,tohaveaclearideaaboutwhat―inpublicrelationsmeansisofgreatsignificance.Actually,itdoesnotrefertothegeneralpublicatlarge.IfyoucomeacrossaPRpersonwhothinksthatpubli‖inpublicrelationsreferstothegeneralpublicyoushouldrunbecauseitshowshisthinkingislimited.Belowisalistofgroupsofpersons.Choosetheonesthatarethepublic‖inpublicrelationsandwritethemonthelineatthebottom.BusinessEnglishUnitShareholders BusinessEnglishUnitShareholders LettersCandGwouldnotbethe“public”inpublicThis“public”referstoonekeygroupofindividualsthatisimportanttoyourcompanyoryourorganization.Thepointofpublicrelationsistomakeitspublicthinkfavorablyaboutthecompanyanditsofferings.So,thereisnonecessitytodosoforitsrivalsorsupervisors.Publicrelationsmeansthemanagementfunctiondesignedtogaugeandmanagetheperceptionsofitskeypublicsandtoexecuteameasurableprogramofactiontoearnpublicunderstandingandacceptance.Ifyoulookatthemiddleofthedefinition,youwillseethephrase“keypublics”andnotjust“public.”Itdescribesthevariousmethodsacompanyusestodisseminate<V>messagesaboutitsproducts,services,oroverallimagetoitscustomers,employees,stockholders,suppliers,orotherinterestedmembersofthecommunity.Task2KeyconceptsinpublicFillintheInordertohaveabetterunderstandingofpublicrelations,itisamusttoknowaboutitskeyconcepts.Listentotheextractofalectureaboutconceptsinpublicrelationsandfillineachblank(1-5)withONEwordtocompletethefollowingsummary.Generallyspeaking,therearekeyconceptsinpublicrelations..Asfaraslecturewillfocusononeofthem–lecture mentioned,agoodreputationboaststhreeadvantages.Besides(3)expectationsabouttheproductsorservicesacompanysupplies,awillmakeiteasierforcompaniestorecoverquicklyfrom(4) .Italsohelpsto(5) andattractthebesttalenttoyourcompany.BusinessEnglishUnit(1)(2)(3)(4)(5)Task3DifferencesbetweenpublicityandpublicAnswerBusinessEnglishUnit(1)(2)(3)(4)(5)Task3DifferencesbetweenpublicityandpublicAnswerthequestionsinthegivenListentoadialogueaboutthedifferencesbetweenpublicrelationsandpublicityandwriteyouranswerstothefollowingquestions(1-3)inthegivenspaces.(1)Whatdoesitmeanwhenwesaythetargetsofpublicrelationsandpublicityare Whydolargecorporationsoftenpreferpublicrelations,whilesmallerbusinessesthinkpublicityismuchmoreuseful?(3)WhatistherelationshipbetweenpublicrelationsandPublicrelationsmeansyouhaveapublictospeakto,whilepublicityissomethingthathelpsyouconnectwithpeoplewhodon’tknowaboutyouyet,orjusthaveheardaboutyou.Thisisbecauseforlargecorporationspublicitycanoftenmeantrouble.Smallerbusinesseswouldliketobefocusedongettingexposurewhilekeepingcostsdown.Tosomeextent,publicityisoneaspectofpublicKeyconcepts&KeyPublicRelations:PublicrelationsmeansthemanagementfunctiondesignedtogaugeandmanagetheperceptionsofitskeypublicsandtoexecuteameasurableprogramofactiontoearnpublicunderstandingandBusinessEnglishUnitTask2:AlectureaboutkeyconceptsinpublicToday,BusinessEnglishUnitTask2:AlectureaboutkeyconceptsinpublicToday,let‘stalkaboutconceptsinpublicrelations.Generallyspeaking,thereareeightkeyconcepts:impressiononpersuasionandemotionalandspiritualdimensionsofpromotionalcultureandThislecturewillfocusononeofthem—Needlesstosay,foranyorganization,reputationplaysanimportantrole.Toalargeextent,itdeterminesthefateoftheorganization—successorfailure.Agoodreputationisnotearnedovernight.Ithastobecarefullycultivated.Ontheotherhand,itisveryfragile<V>>andcanbelostquickly.Butonceagoodreputationiscreated,Itwillraiseexpectationsabouttheproductsorservicesacompanysupplies.Meanwhile,thequalityofproductsorserviceswillenhancethereputationviceversa.Wecallitavirtuous<V>circle.Asolidcorporatereputationwillmakeiteasierforcompaniestorecoverquicklyfromcrises.AnditcanretainandattractthebesttalenttoyourTask3:DialoguebetweenthetrainingofficerandtheSir,Ifindit‘shardtodistinguishbetweenpublicrelationsandpublicity<V>.Whatarethedifferencesbetweenthem?Agoodquestion.Infact,thesetwotermsareoftenmisused.Theyarenotinterchangeable,right?Sure.Publicrelationsmeansyouhaveapublictospeakto,whilepublicityissomethingthathelpsyouconnectwithpeopledisseminate(v传播;散布fragile(adj.):脆弱的newsletter(n.):时事通讯publicity(n.):宣传shareholder(n.):股东virtuous(adj.):善良的,BusinessEnglishUnitdon‘tknowaboutyouyet,orjusthaveheardaboutOh.Igotit.Thetargetsaredifferent.Isthereanyotherdifference?Thereis.Actually,largecorporationsoftenhavemuchlargerPRdivisions,whileforsmallerbusinesses,publicityismuchmoreUh?Ican‘tgetit.CouldyouBusinessEnglishUnitdon‘tknowaboutyouyet,orjusthaveheardaboutOh.Igotit.Thetargetsaredifferent.Isthereanyotherdifference?Thereis.Actually,largecorporationsoftenhavemuchlargerPRdivisions,whileforsmallerbusinesses,publicityismuchmoreUh?Ican‘tgetit.CouldyouexplainitThisisbecauseforlargecorporationswithshareholdersandtheirfairshareoflawsuitsontheirhands,publicitycanoftenmeantrouble.Usuallytheypreferadvertising.Sincesmallerbusinessescannotaffordhugeamountsofadvertising,theywouldliketobefocusedongettingexposurewhilekeepingcostsdown.Iunderstand.Publicityisdesignedtokeepyouinthenewsandpublicrelationsisdesignedtokeepyouout.Thenhowabouttherelationshipbetweenpublicrelationsandpublicity?Tosomeextent,publicityisoneaspectofpublicrelations.Publicityconsistsofmediainterest,suchasnewsstory,radiointerview.MostPRfunctionsaimdirectlyatthepotentialcustomer,suchasspeeches,seminars,specialevents,andIgotit.Thanksalot,TrainingTrainingRoleofPublicRelationsAPRManagerisdeliveringaspeechontheroleofpublicrelationsYouareallworkinginpublicrelationsdepartmentnow.Sincemostofyouareinexperiencedgraduates,it‘sinurgentneedtohaveyouattendthistrainingcourse.Today,I‘dliketotalkabouttheroleofpublicrelationsdepartment.Themaingoalofapublicrelationsdepartmentistoenhanceacompany‘sreputation.Sotheroleofapublicrelationsdepartmentcanbeseenasareputationprotector.Publicrelationsdepartmentaimstogivethepublicandthemediaabetterunderstandingofhowthecompanyworks.Withinacompany,publicrelationscanalsocomeunderthetitleofpublicinformationorcustomerrelations.Thesedepartmentsassistcustomersiftheyhaveanyproblemswiththecompany.Theyareusuallythemosthelpfuldepartments,astheyexisttoshowthecompanyattheirbest.PRalsoprovidesfeedbacktothecompanyfromthepublic.Thisusuallytakestheformofresearchregardingwhatareasthepublicismosthappyandunhappywith.BusinessEnglishUnitReadingStepsinaPublicRelationsByBusinessEnglishUnitReadingStepsinaPublicRelationsBytheendofthisactivity,youshouldgainedagoodunderstandingofstepsinapublicrelationslearnedafewimportantbusinessconcepts;improvedyourreadingskillsandcomprehensioninbusinesssituationsrelatedtostepsinapublicrelationscampaign.Task1StepsinapublicrelationsOrdertheThefollowingarefivestepsinapublicrelationscampaign.Pleaseorderthembasedonyourunderstandingandwritethecorrespondinglettersonthelineatthebottom.IdentifyEvaluateIdentifyD.ResearchandSituationE.DevelopSchedules/ Task ResearchandsituationMarkthestatementstrueorResearchandsituationanalysisisthefirststepinapublicrelationscampaign.Tosomeextent,itdeterminesthesuccessofthecampaign.Readthefollowingarticleaboutitandmarkthestatements(1-5)belowthearticletrue(T)orfalse(F).NomatterwhatkindofPRactivityyou‘reinvolvedin,researchwillbeatthecoreofit.Dependingonwhatyou‘redoing,differentresearchmethodscanbeusedatvarioustimes.Forexample,ifyou‘reworkingonacampaigntoinfluenceteachersthataschooldrugtestingprogramwillhelperadicatedrugabuseamongpupils,youmightwanttofindouttheircurrentopinionbycarryingoutanationwidequestionnaire<V>BusinessEnglishUnitamongteachers.Ormaybeyou‘reembarkingon<V>internalcommunicationsauditandwanttospeakmoreindepthwithemployees.Initiatingafocusgroup<V>mightbeagoodmeanstodothis.ResearchmethodsarecategorizedintotwoBusinessEnglishUnitamongteachers.Ormaybeyou‘reembarkingon<V>internalcommunicationsauditandwanttospeakmoreindepthwithemployees.Initiatingafocusgroup<V>mightbeagoodmeanstodothis.ResearchmethodsarecategorizedintotwoThisisfindingouttheinformationyouwantfirsthand:Questionnaires,one-to-oneinterviews,telephoneinterviews,focusgroups,blogsetc.Oftencalleddeskresearchandinvolvesgatheringinformationfromalreadypublishedsources:Books,journals,papers,libraries,Internetetc.Researchcanalsobeusedasameansofassessingthesuccessofapublicrelationsprogrambymeasuringtheattitudesthatareheldbyspecific'publics'beforetheactivityiscommenced<V>andthenre-measuringatalaterdatetoassessthechangesthathavebeenachieved.SITUATIONTheresearchyou‘vecarriedoutshouldclearlydefinethecurrentsituationwithregardtothecampaign.Dependingonwhat‘sinvolved,thismightincludeanorganization‘scurrentsituationinthemarket,howit‘sperceivedbycustomersorstafforhowit‘sfairingfinancially.Goingbacktothedrugtestinginschoolsexample,itmightincludethecurrentsituationwithregardtopublicopinionontheissueorhowit‘sbeenportrayedinthemedia.Whateveryourcampaigninvolves,youmustbeabsolutelyawareofeverythingbothinternallyandexternally.FromthisyoucancarryoutasituationSWOTanalysistoexamineStrengths,Weaknesses,OpportunitiesandThreatsofthecurrentsituation,andaPESTanalysistoexaminetheexternalenvironmentPolitically,Economically,Sociallyand (1)Questionnaireisalwaysthebestmethodtodo (2)Whenconductinganinternalcommunicationsaudit,you‘dbetteradoptaprimaryresearchmethod. (3)Researchcanbeusedtoassessthesuccessofapublicrelations (4)Situationanalysishasnothingtodowithresearchdone (5)SWOTanalysisistoexaminetheinternal(1)(2)(3)(4)(5)BusinessEnglishUnitDependingonwhatyou’redoing,differentresearchmethodscanbeusedatvarioustimes.Whenyou’reembarkingoninternalcommunicationsauditandwanttospeakmoreindepthwithemployees,initiatingafocusgroupmightbeagoodmeanstodothis.Andthismethodisonekindofprimarymethod.ResearchcanBusinessEnglishUnitDependingonwhatyou’redoing,differentresearchmethodscanbeusedatvarioustimes.Whenyou’reembarkingoninternalcommunicationsauditandwanttospeakmoreindepthwithemployees,initiatingafocusgroupmightbeagoodmeanstodothis.Andthismethodisonekindofprimarymethod.Researchcanalsobeusedasameansofassessingthesuccessofapublicrelationsprogrambymeasuringtheattitudesthatareheldbyspecific'publics'beforetheactivityiscommencedandthenre-measuringatalaterdatetoassessthechangesthathavebeenachieved.Theresearchyou’vecarriedoutshouldclearlydefinethecurrentsituationwithregardtothecampaign.SWOTanalysisistoexamineStrengths,Weaknesses,OpportunitiesandThreatsofthecurrentsituation,whichareinternalenvironment.Task IdentifyingAnswerthequestionsinthegivenOnceyou‘reawareoftheproblem(s)yourorganizationisfacing,youcanthendefinetheobjectivesofthecampaign.TheobjectivesarewhatishopedtobetheendresultofthePRactivity.EachobjectivemustbeSMART.Readthefollowingarticleandwriteyouranswerstothequestions(1-3)belowthearticleinthegivenspaces.TheobjectivesofpublicrelationscommunicationsareusuallydesignedbyPublicRelationsplanners.Therearethreebasicdimensions<V>inwhichtheseobjectivesaredivided,consistingmainlyofcreatingastrongsenseofcredibility<V>,theeffectivedeliveryofinformationandtheproperestablishmentofpositiveimageoftheorganization.Thesedimensionscontainfurthersmallergoalsthatfocusonprospectslikecreatingasoundandconcretecorporatebrand,repositioningthereputationofacorporation,redefiningthepositioningofanorganizationoranyofitsbrands.Inadditiontothat,publicrelationsalsoaimsatshiftinganyspecificbrandoftheorganizationtoanewconsumermarketoreventoaglobalmarketandeventhelaunchofaproductorbrandisalsoprovidedbypublicrelations.Alsowhenitcomestotherelationsisasuitabletooltoaccomplishtherespectivegoal.WhatarethePRactivitiesdesignedtoachieve?Afteransweringthefollowingquestions,youwillgetaclearanswer.WillitbedesignedEstablishyourexpertiseamongyourpeers,thepress,oryourpotentialclientsorcustomers?BusinessEnglishUnitBuildgoodwillamongyourcustomers,suppliers,oryourcommunity?Createandreinforceyourbrandandprofessionalcorporateimage?InformandcreateBusinessEnglishUnitBuildgoodwillamongyourcustomers,suppliers,oryourcommunity?Createandreinforceyourbrandandprofessionalcorporateimage?Informandcreategoodperceptionsregardingyourcompanyandservices?Assistyouinintroducinganewserviceorproducttoyourmarket?GeneratesalesorMitigate<V>theimpactofnegativepublicityand/orcorporateInmycase,asaPRconsultant,theobjectivesmustbemutuallyagreed.Theseobjectivesmustberealisticandachievable.Theclienthastoagreethatthosearethecommunicationobjectivesthattheorganizationwishestoachieveandtheconsultanthastoagreethatitisafeasible<V>expectationandthattheycanachievetheobjectives.Itisalsonormalfortheobjectivestoberecastatdefinedperiods,astheobjectivesareachieved,changesoccurinthecommunicationrequirements,orthepriorities<V>(1)Whatarethethreebasicdimensionsofobjectivesofpublic(2)Asfarasthebrandofanorganizationisconcerned,whatdoespublicrelationsaim(3)Accordingtotheauthor,whatarethefeaturesoftheobjectivesofpublicTherearethreebasicdimensionsinwhichtheseobjectivesaredivided,consistingmainlyofcreatingastrongsenseofcredibility,theeffectivedeliveryofinformationandtheproperestablishmentofpositiveimageoftheItaimsatshiftingorlaunchingabrandtoanewconsumermarketoreventoaglobalmarket.Publicrelationsisalsoasuitabletooltoconveynewsaboutabrand.TheobjectivesmustbemutuallyagreedbybothcustomersandPRconsultant.Theymustberealisticandachievable.BusinessEnglishUnitKeyconcepts&BusinessEnglishUnitKeyconcepts&KeyInpublicrelationsterminologythisisknownasdefiningthe'publics'.Whatarethetargetgroupsthatneedtobeinfluencedtoachievetheobjectives?Withwhomdoestheorganizationneedtoestablishandmaintainharmoniouscommunication?TargetaudiencescouldBusinesscommunity–Thiscanbeakeypublic,dependingontheorganizationandtheindustryinwhichtheyareinvolved;Localcommunity–Thosewholiveinthelocalcommunitywheretheorganizationislocated,orwherebranchesarelocated,areoftenanoverlookedtargetpublic,butareanextremelyimportantpublicwithspecificcommunicationneeds;Employees–Thispublichasaveryimportantconnectiontotheorganizationandcouldgofurthertoincludefamilyofemployees;Government–Federal,StateandLocalGovernment,GovernmentDepartmentsandinstrumentalities,includingelectedmembersandpublicservants,canbeavitallyimportantpublicformanyorganizations;Media–rangingfromdailynewspapers,specialistmediatargetingbusiness,magazines,radio,television,localmediaintheareasofficesorbranchesarelocated,professionalandtradepublications.Onlinenewslettersandblogsarealsobecomingincreasinglyimportant.Themediacanbothbeapublicthatshouldbeinfluenced,aswellasconduittocarrymessagestootherpublics,whichmakesthemediadoublymence(v.):开始,着手credibility(n.):可信性dimension(n.):尺度,维(数)embarkon从事,着手feasible(adj.):可行的focusgroup小组座谈会mitigate(v.):减轻priority(n.):优先,优先权questionnaire(n.):调查表,StepsinaPublicRelationsResearchandsituationIdentifyingIdentifyingDevelopingEvaluatingBusinessEnglishUnitWritingGoalsofPublicBytheendofthisactivity,youBusinessEnglishUnitWritingGoalsofPublicBytheendofthisactivity,youshouldgainedagoodunderstandingofgoalsofpublicrelations;developedvocabularycommonlyusedtodescribegoalsofpublicrelations;andlearnedtodescribegoalsofpublicrelationsinTask1GeneralgoalsandspecificMatchtheobjectivestotheGenerallyspeaking,PRgoalscanbesales-oriented<V>,financially-oriented<V>,orevenego-oriented<V>.Andeachofthemcouldbefurtherdividedintoseveralspecificobjectives.Somespecificobjectivesarelistedasfollows.Pleasematchthemwiththegeneralgoalsmentionedabovebywritingthecorrespondinglettersinthechart.IncreaseCreateopportunitiesforstrategicalliances<V>.Createvisibility<V>overseas.Introduceorincreaseawarenessofyourproduct.Makeyourproductanovernightsensation.Makeanewproductlookestablished(notold!).Leadtoco-marketinganddistributionarrangements.Increasethepriceofcompanystock.Makeyoulooksogood,yourbosspromotesyou.Makeanestablishedproductlooknew.MakeyouSales-Oriented Ego-Oriented Sales-OrientedEgo-OrientedBusinessEnglishUnit(1)Sales-orientedgoalsaimtoincreasesales.Thus,itemAbelongstothisgroup.Oncevisibilityiscreated,customersareboundtoknowmoreaboutyourbusinessBusinessEnglishUnit(1)Sales-orientedgoalsaimtoincreasesales.Thus,itemAbelongstothisgroup.Oncevisibilityiscreated,customersareboundtoknowmoreaboutyourbusinessandproduct.Consequently,therewillbeanincreaseinsales.SoitemCisanotherspecificobjectiveofsales-orientedgoals.ItemsDandEaredesignedtopromoteproductssoastoincreasethesales.AsforFandJ,theyaimtomakeproductsmoreattractivetocustomers,sotheirultimatepurposeisalsotoincreasethesales.(2)Financially-orientedgoalsintendtoaddthefinancialpowerofthebusiness.Undoubtedly,thecreationofstrategicallianceandtherealizationofco-marketinganddistributionarrangementswilldoagreatdealofgood.SoitemsBandGbelongtofinancially-orientedgoals.AsregardsitemH,itisandthereforemakethecompanyfinanciallymorepowerful.(3)Ego-orientedgoalsaimtoenhanceacertainindividual’spopularity.ItemsIandKjustfallinthiscategory.Task2MaingoalsofpublicSummarizethemainGenerallyspeaking,therearethreemaingoalsofpublicrelations.Readthefollowingarticleandsummarizetheminthespacesgivenatthebottom.Someofthemaingoalsofpublicrelationsaretocreate,maintain,andprotecttheorganization'sreputation,enhance<V>itsprestige<V>,andpresentafavorable<V>image.Studieshaveshownthatconsumersoftenbasetheirpurchasedecisionsonacompany'sreputation,sopublicrelationscanhaveadefiniteimpactonsalesandrevenue<V>.Publicrelationscanbeaneffectivepartofacompany'soverallmarketingstrategy.Inthecaseofafor-profitcompany,publicrelationsandmarketingshouldbecoordinatedtobesuretheyareworkingtoachievethesameobjectives.Anothermajorpublicrelationsgoalistocreategoodwillfortheorganization.Thisinvolvessuchfunctionsasemployeerelations,stockholderandinvestorrelations,mediarelations,andcommunityrelations.Publicrelationsmayfunctiontoeducatecertainaudiencesaboutmanythingsrelevanttotheorganization—includingthebusinessingeneral,newlegislation,andhowtouseaparticularproduct—aswellastoovercomemisconceptions<V>andprejudices.Forexample,anonprofitorganizationmayattempttoeducatethepublicregardingacertainpointofview,whiletradeassociationsmayundertakeeducationalprogramsregardingparticularindustriesandtheirproductsandpractices.BusinessEnglishUnitWhilethegoalofpublicrelationsisoftendescribedasthepromotionofafeelingofgoodwilltowardsaparticularpersonororganization,theseasoned<V>publicrelationsprofessionalworkstoinfluencebehaviorsaswell.Commongoalsofpublicrelationseffortsinclude:BusinessEnglishUnitWhilethegoalofpublicrelationsisoftendescribedasthepromotionofafeelingofgoodwilltowardsaparticularpersonororganization,theseasoned<V>publicrelationsprofessionalworkstoinfluencebehaviorsaswell.Commongoalsofpublicrelationseffortsinclude:Motivate<V>newbehaviorReinforce<V>existingpositiveMaingoalsofpublic MaingoalsofpublicTocreate,maintain,andprotecttheorganization'sreputation,enhanceitsprestige,andpresentafavorableimage.TocreategoodwillfortheTask3Goalsvs.AnswerthequestioninthegivenReadthefollowingarticleandwritedownthedifferencebetweengoalsandobjectivesinthespacesgivenatthebottom.Goalsaregeneraldirections,somewhatnebulous,thatarenotspecificenoughtobeAgoodexampleisthesignaturelineoftheStarTrektelevisionseries:"Toboldlygowherenoman("noone"inGenerations)hasgonebefore."Youcan'tmeasureit,andyouprobablywillneverknowifthegoalswereaccomplished,becauseoncehumanshavegonesomewhere,we'vebeenthere,andtherearestillotherplacestogosincetheuniverseisinfiniteandhasnoend.Stateyourcampaigngoalsimplyandresolutely.Stateitconfidently,withallthebravadoyoucanmuster,secureintheknowledgethatthequestion,"Didyouaccomplishyourgoal?"canneverbeansweredintheabsoluteaffirmative<V>.Objectives,ontheotherhand,arespecificandmeasurable.Theycanbeoutputobjectives,ortheycanbeattitudinalorbehavioral.Butmostofall,theycanbeBusinessEnglishUnitmeasured.Theyareconcise.Theyarespecific.Thinkoftheword"object."Youcantouchit,it'sthere,it'sactual,andit'sfinite.ObjectivesshouldbesetforeachBusinessEnglishUnitmeasured.Theyareconcise.Theyarespecific.Thinkoftheword"object."Youcantouchit,it'sthere,it'sactual,andit'sfinite.Objectivesshouldbesetforeachaudienceidentified.Ingeneral,theremustbeatleastoneobjectiveperaudience.Thisisusuallysufficient.Insomecases,however,youwillhavemorethanoneobjectiveforeachaudience.Objectivesshouldmeasureimpact.Behavioralobjectivesarepreferred("Exactlywhatisityouwanttogetthemtodo?"),buttheobjectivescanalsobeattitudinal("Whatdoyouwantthemtothink?"),orinformational("Whatdoyouwantthemtoknowthattheydidn'tknowbefore?").Stateyourobjectivesinspecificandquantifiable(measurable)termswheneverpossible.Settheminatimeframe,andifyouknowwhatthebudgetis,telltheclientwhatyouexpectthecosttobe.Theobjectivesshouldbereachable,theyshouldbeacceptabletotheclient,andtheymustbeethical.Acrystal-clearobjectivewouldreadsomethinglikethis:"OurobjectiveistoXresultsbyYdateatacostofZThinkofthegoalsasthetreasureatthetopofastairway,andtheobjectivesastheGoalsarenotspecificenoughtobemeasured.Objectivesarespecificandmeasurable.Goalsarejustlikethetreasureatthetopofastairway,andtheobjectivesthestairs.Keyconcepts&KeyCategoriesofPRsales-MajorGoalsofTocreate,maintain,andprotecttheorganization'sreputation,enhanceitsprestige,andpresentafavorableimageTocreategoodwillfortheToinfluenceBusinessEnglishUnitSpeakingPublicRelationstoEntertainByBusinessEnglishUnitSpeakingPublicRelationstoEntertainBytheendofthisactivity,youshouldlearnedsomebasicstrategiestomeetandgreetpeople;learnedsomephrasestohelpyouexpressyouropinions;anddevelopedyourskillsingreetingandmeetingclientsproperly.Task1StrategiesforgettingofftoagoodMatchthefollowingstrategiestotheirrespectivereasonsfordoingStaffworkinginpublicrelationsdepartmentisrequiredtohavestrongcommunicationskills.Thusitisimportanttoknowwellhowtogetofftoagoodstart.Readthefollowingstrategiesandmatchingthemwiththeirrespectivereasonsfordoingso.StandupwhenyoumeetMakeeyeOfferafirmFacialexpressionsaysmorethanAllowyoutoengagethepersononanequallevel-eyetoeye.YouareconfidentandatYouareaffirmative(adj.):肯定的alliance(n.):联盟,联合ego-oriented:个人导向的enhance(v.):提高,增强sales-oriented:销售导向的favorable(adj.):赞成的,有利的financially-oriented:财政导向的misconception(n.):误解modify(v.):更改,修改motivate(v.):激发prestige(n.):声望reinforce(v.):加强revenue(n.):收入seasoned(adj.):经验丰富的,visibility(n.):可见度,可见性,引人注BusinessEnglishUnit(1)(2)(3)(4)Standupwhenyoumeetsomeone.Thisallowsyoutoengagethepersononanequallevel-eyetoeye.Byremainingseated,yousendamessagethatyoudon'tthinktheotherpersonisimportantenough.Smile.LookasifyouarepleasedtomeettheotherpersonregardlessofwhatisonyourBusinessEnglishUnit(1)(2)(3)(4)Standupwhenyoumeetsomeone.Thisallowsyoutoengagethepersononanequallevel-eyetoeye.Byremainingseated,yousendamessagethatyoudon'tthinktheotherpersonisimportantenough.Smile.Lookasifyouarepleasedtomeettheotherpersonregardlessofwhatisonyourmind.PutasmileonyourfaceforthepersonstandingbeforeMakeeyecontact.Lookingatthepeopleyoumeetsaysyouarefocusedandinterestedinthem.Ifyouarestaringoffsomewhereelse,youmayappeartobelookingforsomeonemoretoyourlikingtocomealong.Offerafirmhandshake.Extendyourhandasyougiveyourgreeting.Thepersonwhoputsahandoutfirstcomesacrossasconfidentandatease.Makesurethatthisphysicalpartofyourgreetingisprofessional.Don’tofferbone-crushinggrips<V>orlimp-wristedshakes.Ifyouareconfusedaboutmenandwomenshakinghands,don'tbe.Thereoncewasatimewhenwomendidn'tshakehandswithmen.Wearepastthat.Everyoneinbusinessshakeshandswitheveryoneelse.Task2Strategie