教学课件-购销英语

ModuleOnePublicRelations1AnOverview2BackgroundInformation3Notes4TechnicalTraining5SupplementaryKnowledge1.AnOverviewⅡCompetenceObjectives1.TobeabletodefinePR2.ToknowhowtostartyourcareerinPR3.TounderstandbasicprinciplesofPRcampaignⅠKnowledgeObjectives1.TounderstandwhatPR(publicrelations)is2.TocometotermswiththefundamentalsofPR3.TounderstandPR’spartinmarketing2.BackgroundInformationPublicRelationsDefined--PRSA'sWidelyAcceptedDefinitionTheformalpracticeofwhatisnowcommonlyreferredtoas“publicrelations”datestotheearly20thcentury.Intherelativelybriefperiodleadinguptotoday,publicrelationshasbeendefinedinmanydifferentways,thedefinitionoftenevolvingalongsidepublicrelations’changingrolesandtechnologicaladvances.Theearliestdefinitionsemphasizedpressagentryandpublicity,whilemoremoderndefinitionsincorporatetheconceptsof“engagement”and“relationshipbuilding.”2.BackgroundInformationThePRSA(thePublicRelationsSocietyofAmerica)1982NationalAssemblyformallyadoptedadefinitionofpublicrelations,whichremainswidelyacceptedandusedtoday:“Publicrelationshelpsanorganizationanditspublicsadaptmutuallytoeachother.”“Organization”isdenotedinthiscontext,asopposedtothemorelimiting“company”or“business,”tostresspublicrelations’usebybusinesses,tradeunions,governmentagencies,voluntaryassociations,foundations,hospitals,schools,colleges,religiousgroupsandothersocietalinstitutions.2.BackgroundInformation“Publics”recognizestheneedtounderstandtheattitudesandvaluesof—andtodevelopeffectiverelationshipswith—manydifferentstakeholders,suchasemployees,members,customers,localcommunities,shareholdersandotherinstitutions,andwithsocietyatlarge.Asamanagementfunction,publicrelationsalsoencompassesthefollowing:-Anticipating,analyzingandinterpretingpublicopinion,attitudesandissuesthatmightimpact,forgoodorill,theoperationsandplansoftheorganization.-Counselingmanagementatalllevelsintheorganizationwithregardtopolicydecisions,coursesofactionandcommunication,takingintoaccounttheirpublicramificationsandtheorganization’ssocialorcitizenshipresponsibilities.2.BackgroundInformation-Researching,conductingandevaluating,onacontinuingbasis,programsofactionandcommunicationtoachievetheinformedpublicunderstandingnecessarytothesuccessofanorganization’saims.Thesemayincludemarketing;financial;fundraising;employee,communityorgovernmentrelations;andotherprograms.Planningandimplementingtheorganization’seffortstoinfluenceorchangepublicpolicy.Settingobjectives,planning,budgeting,recruitingandtrainingstaff,developingfacilities—inshort,managingtheresourcesneededtoperformalloftheabove.11.off-Broadwayshow非百老汇剧Off-Broadwayshowreferstoashowthatisheldinoff-Broadwaytheater.Off-BroadwaytheaterisatermforaprofessionalvenueinNewYorkCitywithaseatingcapacitybetween100and499,andforaspecificproductionofaplay,musicalorrevuethatappearsinsuchavenue,andwhichadherestorelatedtradeunionandothercontracts.ThesetheatresaresmallerthanBroadwaytheatres.3.Notes12.Followingasuccessfulmeeting,ourclearunderstandingwasthattheyunderstoodthatpublicitywouldonlybeusedtobuildawarenessoftheshow,butwouldbeusedinconjunctionwithothermethodsofexposure,suchasadvertisingandmarketingefforts.

开了一次成功的会议之后，我们双方达成了清楚的共识，他们认可公关宣传只是用来建立演出（在消费者心中的）意识，但同时会采用其他一些诸如广告、营销等媒体曝光手段。13.Soonafter,wehitthegroundrunningandquicklyacquiredthemasubstantialamountofnationalpressexposure,includingeverythingfromcoverstoriesinmagazinestoblurbstofeaturedarticles.很快地，我们全身心地投入了工作并迅速地让他们在大量的国内媒体露了面儿，包括杂志封面、商品信息、专题文章等。4.WeimmediatelywenttoPlanB.Wemadetherecommendationtotheclientthatweshouldstartsteeringthefocusawayfromreviewsbacktomorefeature-orientedpress.我们立即开始实施第二计划。我们建议客户应该把注意力从人们的评论上转回到面向特征的媒体上。15.Aswithanybusiness,theremustbemanydifferentfactorsatwork.aswith正如；与…一样；就…来说，近义词为incommonwithatwork(因素)在起作用；活动着，近义词为onthejob,inemployment本句意思为：正如许多其他行业一样，（公关这一行业）也必须许多因素同时起作用。6.HadthePRcompanybehindthiscampaignanalyzedthecrossculturalissuesrelatedtoPepsodent'sproduct,thefailureofthisPRcampaigncouldhavebeenavoided.本句为省略了if的虚拟条件句，将助动词had提前到了句首。本句意思为：要是组织这次活动的公关公司提前分析了和白速得产品相关的跨文化问题的话，这次公关活动的失败本来是可以避免的。17.Caseinpoint:Forafirst-timeaviationfestivaltargetedatthecommunity’swho’swho,wecreatedtheinvitationasagrommeted,multipage,spinningpropellerthatarrivedina18-by-4.5inchbrightredenvelope.who’swho名人（总称）；名人录本句意思为：这里有一个恰当的例子：对于一个以社区名人为目标的首届航空节，我们设计了一份用金属扣眼盯在一起的多页请柬，上面还有能转的螺旋桨，装在一个18乘以4.5英寸的大红信封里。18.Theeasy-to-navigateWebsitegoesevenfurther,lettingyouclickonresourcelinks,hearthetunesyoucreate,downloadillustrationstocolorandmore.那个操作简便的网站内容就更全面了。在这个网站上你可以点击资源链接、听你自己作的曲子、下载插图去填色等等。7.TechnicalTraining4.TechnicalTrainingTaskIListeningPractice：Fillintheblankswiththemissingwordsaccordingtowhatyouhearonthetape.YourFutureinPublicRelationsJobopportunitiesinPublicRelationswillremainstronginthe_____years,so_____theUnitedStatesBureauofLaborStatistics.GrowthinPRjobsisexpectedtoincreaseatahigherratethanthe_____forallotherjobscombined.

ThefuturelooksespeciallybrightforPR_____withparticularexpertiseinscience,technology,finance,medicine,internationalaffairs,andothersuch_____fields.

7.TechnicalTraining4.TechnicalTrainingKeypresentandfutureemployersforPRworkersincludebusinesses,government_____,schools,universities,hospitals,andotherlargerorganizationsthatrequiretheirown_____publicrelationsdepartment.Thousandsofpublicrelationsagencieslargeandsmallprovideservicestoclientslocallyand_____,employingtens-of-thousandsofPRprofessionals.

SomeofthelargestU.S.publicrelations_____arebasedinbusiness,media,andgovernmentcentersofNewYork,LosAngeles,Chicago,andWashington,D.C.7.TechnicalTraining4.TechnicalTrainingTherearemorethan122,000PRprofessionalsworkingintheUnitedStates.About_____ofthoseworkinservice_____suchaspublicrelationsfirms,advertisingagencies,healthcareorganizations,educational_____,andsocialserviceorganizations.Othersworkformanufacturers,financialinstitutions,andgovernmentagencies.About13,000PRconsultantsare_____.

The_____salaryforaPRspecialistisabout$35,000--thoughtheupper10percentofPRprosearn$71,000and_____.7.TechnicalTraining4.TechnicalTrainingPublicrelationspositionsaroundtheworldprovidenew_____witheverincreasinginternationalbusinessand_____relations.

GlobalorganizationssuchasthePublicRelationsConsultantsAssociationrepresentsomeofthelargestinternationalpublicrelationsemployers.Therewillbeno_____ofopportunitiesforpublicrelationsprofessionalswiththepropereducation,experience,and_____whoarewillingtoworkhardfortheirplaceintheindustry.7.TechnicalTraining4.TechnicalTrainingTaskIIRolePlay

:Makedialoguesbasedonthefollowingsituations.

Situation1:ThefollowingisasimplifiedResumeofMr.JohnSadowskiwhoisapplyingforajobinpublicrelations.NowtheinterviewerisgivingajobinterviewtoMr.Sadowski.PleasecomposeadialoguebetweenthembasedonhisResume.7.TechnicalTraining4.TechnicalTrainingResumeName:JohnSadowskiAddress:604UticaStManassas,VA20109Tel:(213)555–0238Objective:AchallengingandrewardingpositioninPublicRelations.Highlights:Weeklycolumnist,GeorgetownUniversityDailySunNationalAmericanSpeechAssociationFinalist,PersuasiveSpeakingCompetent,motivated,andenthusiastic7.TechnicalTraining4.TechnicalTrainingExperience:SwansonConsultants,WashingtonDC,PublicRelationsAssistant,1995-Present

HelpeddirectandcoordinatePRactivitiesfornumerouscompanies,includingNike,PhillipsCorporation,andStarbucks.Specializedintargetedmediapromotions.NewEraFashions,WashingtonDC,PublicRelationsIntern,1994-1995

Developedandimplementedpublicrelationscampaignforamajor,new-agefashioncompany.Coordinateddevelopmentofdesignandadcopyforallpromotionalmaterials.Representedcompanyatcity-widefashionshows.Education:GeorgetownUniversity,WashingtonDC,B.A.,BusinessCommunications,June19947.TechnicalTraining4.TechnicalTrainingSituation2:SupposeyouworkinthePRdepartmentofABCCompany.Youareinchargeofansweringphonecallsinyouroffice.MakesevenindependentshortdialogueswithyourpartnerbasedonthefollowingcallswithspecialattentionpaidtothewaythataPRofficialspeaks:7.TechnicalTraining4.TechnicalTrainingCall1:SomeoneiscallingtospeaktoPRmanagerMr.Wang,youtellhimthatheisinameetingandisnotavailablenow.Call2:Someonecalls.Tellhimthathehasdialedthewrongnumber.Call3:Someoneiscallingtoenquireaboutthenewproductsofyourcompany.YoumayreferhimtotheMarketingdepartmentbytellinghimtheextensionnumber.Call4:YouwanttocallthePRdepartmentofanothercompany,butyouhavedialedthewrongnumberyourself.7.TechnicalTraining4.TechnicalTrainingCall5:Acustomeriscallingtocomplainabouttheproductthathepurchasedfromyourcompany.Call6:Youcallthemanagersofallthedepartmentsinyourcompanytoinformthemofameetingat2:00pm.Call7:Yourcompanyhasalreadycometoanagreementwithanothercompany.Astaffmemberofthatcompanyiscallingtoaskforafaxofthedraftcontractfromyou.7.TechnicalTraining4.TechnicalTrainingTaskIIITranslationTranslatethefollowingsentencesfromChineseintoEnglish.（1）你有广告方面的经验吗？（2）在过去的两年中我一直在公关部门工作。（3）在北京友谊商店作经理时我成功地把年销售量提高了25%，把利润幅度从30%提高到了40%。（4）到目前为止，我们从公众人士得到的反应都是正面的。（5）最近的一项调查表明超过半数的英国公司都把公关作为他们企业活动策划的一部分。7.TechnicalTraining4.TechnicalTraining（6）跨国公司、全球营销和新通讯技术的出现以及文化差异的缩小导致了全球公共关系发展的不均衡。（7）10年前，世界上前五大公关公司都是美国人经营的。（8）在国外从事公关工作的美国人往往会密切关注国际事务。（9）在金融领域的公共关系中，多数美国人会看华尔街日报。（10）令人颇感诧异的是现代公共关系学主要是美国人的发明，然而美国在这个领域的领先地位却被其他国家所作出的努力削弱了。7.TechnicalTraining4.TechnicalTraining2.TranslatethefollowingpassageorallyintoChinese.HowtoStartaDreamCareerinPR?Thefamiliar“It’snotwhatyouknow,it’swhoyouknow”isunfortunatelytrueinmostindustries–journalismandpublicrelationsincluded.Ifyouareanaspiringjournalistbutdonotknowanyoneinthefield,youmayhaveabithardertimetryingtofindajobwhenthetimecomes.However,therearethingsyoucandotomakesurethatyouarenotinthispositioncomegraduation.Thetermyouneedtoknow:networking.

7.TechnicalTraining4.TechnicalTrainingNetworkingsimplymeansgoingoutofyourwaytogettoknowpeoplewhocouldpotentiallyhelpyouinyourcareerinthefuture.Networkingiscommonamongyoungcollegestudents,especiallythosewithabackgroundinbusinessormediastudies,andisnothingthatemployersdon’texpect.Thisisimportanttorememberbecauseitcannotmatterifyouareshy,toobusy,ordon’tlikesmalltalk–thetimetonetworkisnow.Thisisnottosaythatyoushouldnotnetworkwhenyouhavegraduated,butrathernomatterwhatageorpositioninyourcareer,networkingisalwaysagoodidea(andbecominganecessity).7.TechnicalTraining4.TechnicalTrainingTheeasiestwaytonetworkistofindyourselfaninternship,whetheritbeoverthesummerorthroughyourcollegeorUniversity.Inmostcasesinternshipsareunpaid;howeverintoday’seconomy,youshouldtakewhateverinternshipyoucanget.Inaddition,yourcollegeorUniversitymayoffertohelpyoufindaninternshipforwhichyoucanobtaincollegecredit.Ifyouhaveroominyourscheduleandyourschooldoesofferinternshipsforcredit,takeadvantageofthisopportunity.Thebiggestthingtorememberisnottoworryaboutmoneyoraboutcollegecreditwhenitcomestoworkingasaninternforacompany–ifyoulearntonetwork,youwillbenefitinthelongrun.7.TechnicalTraining4.TechnicalTrainingConsiderastudycompletedbyMarkandRichardBolles,authorsofJob-HuntingOnline.Theyfoundthatthelargestnumberofpeoplefoundjobsthroughnetworking:PostingaresumeonanInternetcareersite–4percentRandomlysendingresumes–7percentGotoanemploymentoffice–14percentNetworking–33percentUsethesetipsbelowtohelpyougetrememberedbythebigwigsofyourinternshipcompanyandbeapartofthat33percent:7.TechnicalTraining4.TechnicalTrainingTipstoSuccessfulNetworking:1.HaveConfidence–Youhavesomethingtoofferacompany.Donotgetoverwhelmedbynetworking.Whenyoutrytogettoknowpeopleintheoffice,donottellthemwhyyouareagreatworker,showthem.Ifyoucandemonstratethatyouknowwhatyou’redoing,thatshouldbenetworkingenough.2.ExpandBeyondYourBusiness–Networkingisnotaboutjustgettingtoknowthoseinthecompany,butgettingtoknowthepeopletheyknowaswell.Ifyouseethatsomeoneinyourcompanyisworkingcloselywithsomeoneinafield(oranothercompanyyouareinterestedin)taketheinitiativetofindoutthatnameandgetincontactwiththatperson.7.TechnicalTraining4.TechnicalTraining3.LinkedIn–

LinkedInisasocialnetworkdesignedtohelppeoplestayconnectedtothosetheyhaveknowninthepast.Thegreatthingaboutthiswebsiteisitallowsyouamediumtogetincontactwiththoseyoumayhaveknownafewyearsago.Forexample,ifyouhadaninternshipwhenyouwereasophomoreincollege,youwillwantyourinternshipcompanytorememberyouwhenyougraduate.Thissitewillallowyoutodojustthis.4.PayAttentiontoYourPriorities–Networkingisapriority.Youwillbemoresuccessfulifyouareagoodworker,soyourworkneedstogetfinishedandfinishedwell,butneverassumethatnetworkingisjustanextraperk.Youneedtoworkhardtogettoknowthepeopleinyouroffice.7.TechnicalTraining4.TechnicalTraining5.GetInvolvedOutsidetheOffice–

Ifyourcompanyhasanysortofanevent,youneedtoattend.Ifyoucometoeverythingyourcompanyhasplannedyourfacewillbemoreknownandyouwillgetmoreopportunitiestomeetpeople.6.SmallTalk–

Whenyoudogetthechancetotalktopeopleinthecompany,donottryandsellyourself.Actasifyouareanotherco-workerandjustbeyourself.Yourco-workerswanttogettoknowyou–notinterviewyou.

7.TechnicalTraining4.TechnicalTrainingTaskIVReadingComprehensionPassage1

:Choosethebestsentence(A-F)tofilleachofthegapsinthearticlebelow.Thereisonesentenceyoudonotneed.PublicRelationsPublicrelationsisabroadsetofplannedcommunicationsaboutthecompany,includingpublicityreleases,designedtopromotegoodwillandafavorableimage.7.TechnicalTraining4.TechnicalTrainingPublicitythenispartofpublicrelationswhenitisinitiatedbythefirm,(1).Sincepublicrelationsinvolvescommunicationswithstockholders,financialanalysts,governmentofficials,andothernoncustomergroups,itisusuallyplacedoutsidethemarketingdepartment,perhapsasastaffdepartmentoroutsideconsultingfirmreportingtotopmanagement.Thisorganizationalplacementcanbealimitationbecausethepublicrelationsdepartmentorconsultantwilllikelynotbeintunewithmarketingefforts.Poorcommunicationandnocoordinationmaybetheconsequences.(2),thisinfluencegenerallymaybelessthanthatprovidedbytheothercomponentsofthepublicimagemix.7.TechnicalTraining4.TechnicalTrainingPublicitymaybeintheformofnewsreleases(3).Publicityontheotherhandshouldnotbedivorcedfromthemarketingdepartment,asitcanprovideausefuladjuncttotheregularadvertising.Furthermore,(4);somecanresultfromanunfavorablepressasareactiontocertainactionsorlackofactionsthatarecontroversialorevendownrightill-advised.Thepointwewishtoemphasizeisthatafirmisdeludingitselfifitthinksitspublicrelationsfunction,whetherwithinthecompanyoranoutsidefirm,cantakecareofpublicimageproblemsandopportunities.Manyfactorsimpactonthepublicimage.Manyofthesehavetodowiththewaythefirmdoesbusiness,(5).Publicrelationsanddirectedpublicitymayhelphighlightfavorablenewsworthyevents,andmayevensucceedintoningdowntheworstofunfavorablepublicity,buttheothercomponentsofthepublicimagemixcreatemorelastingimpressions.7.TechnicalTraining4.TechnicalTrainingSentencesA-F:A.thathavefavorableovertonesforthecompanyinitiatedbythepublicrelationsdepartmentB.notallpublicityisinitiatedbythefirmC.usuallyintheformofpressreleasesorpressconferencesD.suchasitsproductquality,theservicingandhandlingofcomplaints,andthetenoroftheadvertisingE.whatitmeanstothecompanyisF.Althoughthebasicpurposeofpublicrelationsistoprovidepositiveinfluenceonthepublicimage7.TechnicalTraining4.TechnicalTrainingPassage2

:Readthepassagebelowandchoosethebestanswerforeachquesiton.Theriseofmultinationalcorporations,globalmarketing,newcommunicationstechnologies,andshrinkingculturaldifferenceshaveledtoanunparalleledincreaseinglobalpublicrelationsorPR.Surprisingly,sincemodernPRwaslargelyanAmericaninvention,theU.S.leadershipinpublicrelationsisbeingthreatenedbyPReffortsinothercountries.Tenyearsago,forexample,theworld'stopfivepublicrelationsagencieswereAmericanowned.In1991,onlyonewas.TheBritishinparticulararebecomingmoresophisticatedandcreative.ArecentsurveyfoundthatmorethanhalfofallBritishcompaniesincludePRaspartoftheircorporateplanningactivities,comparedtoaboutonethirdofU.S.companies.ItmaynotbelongbeforeLondonreplacesNewYorkasthecapitalofPR.7.TechnicalTraining4.TechnicalTrainingWhyisAmericalaggingbehindintheglobalPRrace?First,Americansasawholetendtobefairlyprovincialandtakemoreofaninterestinlocalaffairs.Knowledgeofworldgeography,forexample,hasneverbeenstronginthiscountry.Secondly,AmericanslagbehindtheirEuropeanandAsiancounterpartsinknowingasecondlanguage.Lessthan5percentofBursonMarshall'sU.S.employeesknowtwolanguages.OilyandMatherhasaboutthesamepercentage.Conversely,someEuropeanfirmshavehalformoreoftheiremployeesfluentinasecondlanguage.Finally,peopleinvolvedinPRabroadtendtokeepaclosereyeoninternationalaffairs.InthefinancialPRarea,forinstance,mostAmericansreadtheWallStreetJournal.Overseas,theircounterpartsreadtheJournalaswellastheFinancialTimesofLondonandTheEconomist,Publicationsnotoftenreadinthiscountry.7.TechnicalTraining4.TechnicalTrainingPerhapsthePRindustrymighttakealessonfromTedTurnerofCNN(CableNewsNetwork).Turnerrecentlyannouncedthattheword"foreign"wouldnolongerbeusedonCNNnewsbroadcasts.AccordingtoTurner,globalcommunicationshavemadethenationsoftheworldsointerdependentthatthereisnolongeranysuchthingasforeign.7.TechnicalTraining4.TechnicalTraining1.Accordingtothepassage,U.S.leadershipinpublicrelationsisbeingthreatenedbecause_______.A)anunparalleledincreaseinthenumberofpublicrelationscompaniesB)shrinkingculturaldifferencesandnewcommunicationstechnologiesC)thedecreasingnumberofmultinationalcorporationsintheU.S.D)increasedeffortsofothercountriesinpublicrelations2.LondoncouldsoonreplaceNewYorkasthecenterofPRbecause_______.A)BritishcompaniesaremoreambitiousthanU.S.companiesB)BritishcompaniesplacemoreimportanceonPRthanU.S.companiesC)BritishcompaniesareheavilyinvolvedinplanningactivitiesD)fouroftheworld'stoppublicrelationsagenciesareBritishowned7.TechnicalTraining4.TechnicalTraining3.Theword"provincial"(Line2,Para.3)mostprobablymeans"_______".A)limitedinoutlookB)likepeoplefromtheprovincesC)rigidinthinkingD)interestedinworldfinancialaffairs4.WelearnfromthethirdparagraphthatemployeesintheAmericanPRindustry_______.A)speakatleastoneforeignlanguagefluentlyB)areignorantaboutworldgeographyC)arenotassophisticatedastheirEuropeancounterpartsD)enjoyreadingagreatvarietyofEnglishbusinesspublications7.TechnicalTraining4.TechnicalTraining5.WhatlessonmightthePRindustrytakefromTedTurnerofCNN?A)AmericanPRcompaniesshouldbemoreinternationallyminded.B)TheAmericanPRindustryshoulddevelopglobalcommunicationstechnologies.C)PeopleworkinginPRshouldbemorefluentinforeignlanguages.D)PeopleinvolvedinPRshouldavoidusingtheword"foreign".7.TechnicalTraining4.TechnicalTrainingTaskVDiscussion1.Whatisthemaingoalofapublicrelationsdepartmentofacompany?2.DoesPRhelpthecompanytoachieveitsfullpotential?3.WhatdoesaPRdirectorusuallydo?4.WhatdoyouthinkaretheskillsnecessaryforsomeonewhoworksinthePRfield?5.SupplementaryknowledgeWhatisa3-DPublicRelationsCampaign?HowdifferentelementsofyourPRcampaignmeldtogether.ByMarshaFriedman(EMSIPublicRelations)Withallthemoviescomingoutin3-Dthesedays,IstartedthinkingabouthowagoodPRcampaignalsohasitsown3-Delements.Well,really,therearefourtypesofmediaoutletstoday–TV,radio,print(offlineandonline)andsocialmedia–soyoureallyneeda4-Dstrategy(apointIamsureIwillbearguingonlineatsomepointwithasmart-aleckphysicistwhotakesissuewithmyscience).5.SupplementaryknowledgeInPR,unlikemovies,4-Distheonlywaytogo.ImentionthisbecausepeoplefrequentlyaskmewhichofthefourmediaoutletsIthinkisbetter.Itrytoexplainthateachoneiseffectiveinitsownright,however,asthemediafeedsoffofitself,themosteffectivePRcampaignwillincludeusingallelementsinastrategythatleveragesa4-dimensionalapproach.Herearesomewaysthedifferentelementsofa4dimensionalPRcampaignfittogether,kindoflikeamarketingRubik’scube.5.SupplementaryknowledgePrint/Online–Iputprintandonlineinthesamecategorybecausetheybothencompasswrittenarticles,andjustabouteverythingthatappearsinprintisrepurposedonline,sowrittenarticleshaveadualimpact.Mostimportantly,everyarticleorcolumnthatincludesamentionofyou,yourbookoryourcompanywilleventuallyappearonlineinsuchawaythattheywillturnupasasearchengineresultonGoogleandothernewsaggregators.Forthisreason,print/onlineinteractsbeautifullywithjustabouteveryothermedia.5.SupplementaryknowledgeRadio–forsomanyreasons,thisisoneofmyall-timefavoritemediums.Onecriticalreasonisthattalkradioisaplacewhereyoucantypicallyhaveamorein-depthconversationaboutyourtopicthanothermediumsallow.AndnowthatthevastmajorityofstationsarestreamingliveontheInternet,thepromotionalvalueisendless.Foronething,youcanalertyoursocialnetworkfollowersastowhentheinterviewwilloccursotheycanhearitlive.Iftheymissthatexactdayandtime,moststationsarchiveshowsontheirWebsite,sopeoplecanlistenwheneverit’smoreconvenient.BeforetheInternet,showsjustdisappearedintothestratosphereaftertheywererecorded.5.SupplementaryknowledgeTelevision–TV,aswithradio,usedtobeafleetingexperience,becauseoncetheinterviewaired,itsinfluencewasover.Now,manynewsstationswillkeeplinkstoyourinterviewactiveontheirWebsiteforashortperiodoftimeaftertheinterviewtookplace.Ofcourse,youalwayswanttoobtainadigitalcopytopostonyourWebsite,extendingthatappearance’sshelflifeandalsofortheviewingofdecisionmakersinothermediumswhomaybevettingyouforpotentialcoverage.NothingscreamscredibilitylikeanonlinevideoofyouappearingonaTVshow.5.SupplementaryknowledgeSocialMedia–Whilebuildingyoursocialmediaconnectionshasitsveryownreward,itcanalsohelpdrivereadership,viewershipandlistenershiptoeverypieceofyourPRcampaign,helpingtogrowyournumbersandbrandyouasanundisputedexpertinyourfield.So,whenyouapproachPR,don’tviewitasaflat,one-dimensionalexperience.Putonthose4-Dglasses(iftheydon’tmakethemyet,theyshould),changeyourperspectiveandwatchtheresultsofyourPRcampaignsgrowexponentially.THANKYOUModuleTwoOrganizationalCulture1AnOverview2BackgroundInformation3Notes4TechnicalTraining5SupplementaryKnowledge1.AnOverviewⅡCompetenceObjectives1.Tobeabletodefineorganizationalculture2.Tounderstandthecultureofyourorganization3.TotryandinfluencethecultureofyourorganizationⅠKnowledgeObjectives1.Tounderstandwhatorganizationalcultureis2.Tocometotermswiththefundamentalsoforganizationalculture3.Tounderstandorganizationalculture’spartinmanagement2.BackgroundInformationTheDefinitionofOrganizationalCulture"Acompany'scultureisoftenburiedsodeeplyinsiderituals,assumptions,attitudes,andvaluesthatitbecomestransparenttoanorganization'smembersonlywhen,forsomereason,itchanges."-RobGoffeeOrganizationalcultureisthevaluesandbehaviorsthatcontributetotheuniquesocialandpsychologicalenvironmentofanorganization.2.BackgroundInformationOrganizationalcultureisthesumtotalofanorganization'spastandcurrentassumptions,experiences,philosophy,andvaluesthatholdittogether,andisexpressedinitsself-image,innerworkings,interactionswiththeoutsideworld,andfutureexpectations.Itisba