新航标职业英语·综合英语2Unit 6-PPT

1、Background,Getting Ready,Text A,Language Focus,Text B,Vocational Focus,Skill Focus,Practical Learning,“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,Vocational English Communication for Your Career,1,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focu

2、s,2,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,Public Relations,PR as a career choice,3,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,Public Relations (PR) is a collective noun. It invo

3、lves the cultivation of favorable relations for organizations and products with their key publics through the use of a variety of communication channels and tools.,Public Relations,4,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,PR ranks as one

4、 of the most popular career choices for college graduates. The need for PR personnel is growing at a fast pace. The types of clients that PR people work for include the government, educational institutions, non-profit organizations, specific industries, corporations, athletic teams, entertainment co

5、mpanies, and even other countries.,PR as a career choice,5,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,A Match the following pictures with four PR activities. After that, try to list more PR activities. a. Media promotion b. Publicity event c

6、. Advertising campaign d. Etiquette training,d.,a.,b.,c.,6,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,B Work in groups and discuss the following question. What is a PR persons job like in your mind? Tick () from the following adjectives.,7,P

7、ublic Relations,While-reading,After-reading,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,8,Paragraph 1,译 文,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,Public Relations and Image,Everyon

8、ea human being, an organization and even an animaltries to present themselves with a good image. In a well-known fable about the kingdom of the birds, there was a grand dance organized for all the birds. The hen, after looking at her very ordinary appearance in the mirror, decided to dress herself u

9、p with some beautiful peacock feathers. She was a real hit at the party as she expected. However, while she was dancing happily, the feathers she had stuck onto her own feathers began falling off one after another. The extremely embarrassed hen fled from the numerous cries of ridicule from all the o

10、ther birds.,9,Paragraph 2,译 文,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,In a certain city, a water supply company issued a notice about cutting off the water supply. At first, the public were only told that the running water company needed

11、to service the pipeline. However, on the second day the public were told that the water source had become polluted. Because the public had not got to the bottom of the affair, the whole city was in a panic. It led to very strong disaffection on the part of the public because it was clear that the co

12、mpany had tried to conceal the truth at first. Their corporate image was badly damaged.,Public Relations and Image,10,Paragraph 3,译 文,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,Honestly informing the public of the truth in the first instance

13、 is much better than covering it up. For the long-term development, it is crucial that an enterprise communicate with the public openly in order to maintain good public relations. That is the ultimate value of the career known as Public Relations (PR). PR is the practice of managing communication be

14、tween an organization and the public. PR as a business originated in the U.S.A. in the early 20th century and boomed after World War II.,Public Relations and Image,11,Paragraph 4,译 文,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,In modern socie

15、ty, this career includes a variety of activities and roles under the general name of “Public Relations”; among them are included publicity, promotion, advertising, persuading, fund-raising and media relations. Public Relations provides services for a company by helping it give the public and the med

16、ia a better understanding of how that company works. It also helps an organization achieve its full potential and provides important feedback to the organization from the public. This usually takes the form of researching those aspects of the company that the public are most happy or unhappy with.,P

17、ublic Relations and Image,12,Paragraph 5,译 文,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,In fact, Public Relations has become such an important and specialized element of business that now there are PR companies with professionally qualified

18、staff. They can give advice and guidance to other businesses, so they are called consultants. Public Relations consultants focus on building relationships with all the “publics” of an organization. They are effective communicators who are good at problem solving, able to see multiple points of view,

19、 and are calm even in the busiest situations. They must effectively answer all criticism in order to protect the companys reputation.,Public Relations and Image,13,Paragraph 6,译 文,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,If the poor hen ha

20、d known something about “Public Relations” skills, she would have been able to rebuild her “public image”. If the water supply company had adopted a transparent “Public Relations” strategy, the public would have had a better understanding of how it works. Today, more and more businesses believe they

21、 need “Public Relations” personnel to manage their public image.,Public Relations and Image,14,1. What can we learn from the unfortunate hens story?,2. Why was the public image of the pipeline company badly damaged?,Exercise A,Read the text and answer the following questions.,If the poor hen had kno

22、wn something about “Public Relations” skills, she would have been able to rebuild her “public image”. We should learn something about PR skills to maintain our public image.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,At first, the company tr

23、ied to block the information and conceal the truth.,15,3. When and where did PR business originate?,4. How does a Public Relations department provide feedback from the public to a company?,Exercise A,Read the text and answer the following questions.,Background,Getting Ready,Text A,Text B,Vocational

24、Focus,Skill Focus,Practical Learning,Language Focus,PR business originated in the U.S. in the early 20th century.,This usually takes the form of researching those aspects of the company that the public are most happy and unhappy with.,16,5. What do you think of the service of Public Relations consul

25、tants?,Exercise A,Read the text and answer the following questions.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,PR consultants are helpful in building and maintaining public image of an organization. More and more businesses believe they need

26、 “Public Relations” personnel to manage the organizations image in society.,17,Exercise B,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,Fill in the blanks to complete the main ideas of the text. The article tells us that Public Relations (PR) i

27、s the practice of_ _. PR consultants are good at_, and are able to _ _.,managing the communication between an organization and its public,communicating and problem solving,see multiple points of view and stay calm even in the busiest situations,18,Exercise C,Background,Getting Ready,Text A,Text B,Vo

28、cational Focus,Skill Focus,Practical Learning,Language Focus,Discuss with your partner, and choose the best answers from choices ag to fill in the blanks. Public Relations includes many different activities. 1. Within the organization, the PR department is able to _. 2. Outside the organization, the

29、 PR department helps to _. a. help an organization to achieve its full potential b. give the public and the media a better understanding of how the organization works c. build relationships with all the “publics” of an organization d. give advice and guidance to the organization e. protect the organ

30、izations reputation f. manage the organizations image in society g. provide feedback to the organization from the public,a d g,b c e f,19,Vocabulary,Structure,Translation,Language Focus,Grammar,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,20,A

31、 Choose the correct form of the words to complete the following sentences.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,1. consult, consulting, consultant a. You need to _ a dictionary when you come across new words. b. She is an art _ for thi

32、s 3-D movie. 2. image, imagine, imagination a. The company needs to improve its _ among young people. b. I cant _ what my life would be like without my family. 3. communicator, communicative, communication a. The new president is a talented _. b. He has just finished his research paper on animal _.,

33、consult,consultant,image,imagine,communicator,communication,21,Vocabulary,A Choose the correct form of the words to complete the following sentences.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,4. persuade, persuasive, persuasion a. It is imp

34、ossible to _ him to join our party. b. The young man admits that our_ changed his life. 5. create, creative, creativity a. She won in the handicraft contest because of her _. b. You should learn to independently _ your own future.,persuade,persuasion,creativity,create,22,Vocabulary,B Match the words

35、 in Column A with the appropriate phrases in Column B.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,1. issue a. gas supply 2. cut off b. wild animals 3. protect c. the truth 4. conceal d. success 5. achieve e. a piece of news,23,Vocabulary,C C

36、omplete the sentences below with the correct form of the words and phrases in the box.,reputation flee consultant open-minded build up cover up originate dress up,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,1. His parents are _ about his educ

37、ation and career choice. 2. The man _ to the mountain to avoid the conscription(征兵). 3. The girls _ as movie characters in this exciting festival. 4. PR personnel must protect the companys _ when the company is facing criticism.,5. The dishonest boy tries to _ his mistake. 6. PR _ are experts in man

38、aging sensitive issues inside and outside a company. 7. Most of the goods _ from South America. 8. Vocational education aims at _ students practical skills.,open-minded,fled,are dressed up,reputation,cover up,consultants,originate,building up,24,Structure,A Study the example and rearrange the words

39、and phrases into correct sentences.,Example: in order to, effectively, the companys, they, must, answer, reputation, all criticism, protect,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,1. in order to, catch, she, early, got up, the train _ 2.

40、in order to, a new cell phone, Helen, money, saved, buy _ 3. in order to, a bunch of, his girlfriend, he, roses, bought, please _,She got up early in order to catch the train.,Helen saved money in order to buy a new cell phone.,He bought a bunch of roses in order to please his girlfriend.,They must

41、effectively answer all criticism in order to protect the companys reputation.,25,Structure,A Study the example and rearrange the words and phrases into correct sentences.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,4. in order to, his words,

42、misunderstanding, the manager, avoid, repeated _ 5. in order to, my friendliness, show, smiled at, I, the neighbor _,The manager repeated his words in order to avoid misunderstanding.,I smiled at the neighbor in order to show my friendliness.,26,Structure,B Study the italicized part of the example s

43、entences and compose sentences with the same structures using the words and phrases in parentheses.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,1. Example: PR is the practice of managing communication between an organization and the public.,(

44、moved, I, the mother, by, the love, am, the daughter) (sits, dad, her mom, the little girl) (our school, the theater, is, the museum),I am moved by the love between the mother and the daughter.,The little girl sits between her mom and dad.,Between the theater and the museum is our school.,27,Structu

45、re,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,B Study the italicized part of the example sentences and compose sentences with the same structures using the words and phrases in parentheses.,2. Example: Public Relations has become such an imp

46、ortant and specialized element of business, that now there are PR companies with professionally qualified staff. (The meeting, a great success, the organizer, be praised, by, the sponsor) (John, be, a respected team leader, he, be promoted, to, a manager) (Joey, an experienced Public Relations consu

47、ltant, he, successfully, protect, the companys reputation),The meeting was such a great success that the organizer was praised by the sponsor.,John is such a respected team leader that he is promoted to a manager.,Joey is such an experienced Public Relations consultant that he successfully protected

48、 the companys reputation.,1. The company at first tried to block the passage of information and conceal the truth, which led to the disaffection among the public. 2. More and more businesses believe they need “Public Relations” personnel to manage their image in society. 3. Be prepared to be a life-

49、long learner in this new and dynamic PR field.,28,Translation,A Translate the following sentences into Chinese.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,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。,29,T

50、ranslation,A Translate the following sentences into Chinese.,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,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. We should learn from the experience of foreign countries in order to develop t

51、he PR industry in China. 5. The Public Relations manager will play an important and influential role in the company brand management team.,30,Translation,B Translate the following sentences into English using the words or phrases in the parentheses.,Background,Getting Ready,Text A,Text B,Vocational

52、Focus,Skill Focus,Practical Learning,Language Focus,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。 (putinto practice) 2. 销售计划一旦有任何变化，我们会立即通知您。(inform of.) 3. 公众和媒体想要对公司的运作有更好的了解。(have a better understanding of.),Graduates who can put their theoretical knowledge into practice are welcomed by employers.,We will immed

53、iately inform you of any changes in the sales plan.,The public and the media want to have a better understanding of how the company operates.,31,Translation,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,4. 高素质的公关顾问可以为企业提供建议和指导。(highly-qualified

54、, guidance) 5. 公关顾问需要有广博的知识。(a range of.),Highly-qualified PR consultants can give advice and guidance to business.,Public Relations consultants need to have a broad range of knowledge.,B Translate the following sentences into English using the words or phrases in the parentheses.,32,Grammar,Subjunc

55、tive Mood,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,A Complete the following sentences by choosing A, B, C or D. 1. Whatever _ (be) his excuse, we cannot bear his behavior. A. be B. is C. was D. were 2. Its time that the children _ (go) to

56、bed. A. to go B. go C. gone D. went 3. Suppose he _ (see) us! A. see B. saw C. were to see D. seeing 4. _ (be) there a serious crisis to arise, the government would have to act swiftly. A. Be B. Is C. Was D. Were 5. If I _ (feel) overtired, I wouldnt go on. A. were feeling B. felt C. feel D. was fee

57、ling,A,D,C,D,A,33,Grammar,Background,Getting Ready,Text A,Text B,Vocational Focus,Skill Focus,Practical Learning,Language Focus,Subjunctive Mood,A Complete the following sentences by choosing A, B, C or D. 6. We recommend that a neutral (中立的) Chairman _(appoint). A. appoint B. be appointed C. to be appointed D. was appointed 7