UNIT 9 Public Belations 公共关系
UNIT 9 公共关系 Public Relations
Contents 1 Section I Special Terms 2 Section Il Text Study 3 Section Ill Situational Dialogues Section IV Tasks ●
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Public Relations Public Relations(PR)are any purposeful communications between an organization and its publics that aim to generate goodwill. 公共关系 公共关系是指某一组织为改善与社会公众的关系，促进公众对组织的认识、 理解及支持，达到树立良好组织形象、促进商品销售的目的的一系列沟通活动
Section I Special Terms Public Relations Public Relations (PR) are any purposeful communications between an organization and its publics that aim to generate goodwill
Section II Text Study Pre-reading questions 1.What is PR? 2.Why does PR affect firms? 3.Can you list any activities involved in PR?
Section II Text Study Pre-reading questions 1. What is PR? 2. Why does PR affect firms? 3. Can you list any activities involved in PR?
Section II Text Study Text A Public Relations Public relations(PR)is an efficient indirect promotional choice.It improves companies'prestige and image with the public.The key to public relations is to have a story that is interesting enough to be told to various publics using a variety of media.Activities used to manage publicrelations include: Interviews It is important that company executives are available to generate goodwill for their companies.Many of them undertake training in how to deal with the media,and how to behave in front of a camera.Interviews with the business or mass media often allow a company to put its own perspective on matters that could be misleading if simply left to be interpreted by the public
Section II Text Study Public relations (PR) is an efficient indirect promotional choice. It improves companies’ prestige and image with the public. The key to public relations is to have a story that is interesting enough to be told to various publics using a variety of media. Activities used to manage public relations include: Interviews It is important that company executives are available to generate goodwill for their companies. Many of them undertake training in how to deal with the media, and how to behave in front of a camera. Interviews with the business or mass media often allow a company to put its own perspective on matters that could be misleading if simply left to be interpreted by the public. Public Relations Text A
Section II Text Study Speeches,presentations and speech writing Key figures from within a company will write speeches to be delivered at public awards and industry gatherings. PR company officials often write speeches and design corporate presentations for companies.Presentations are delivered by company executives. Corporate literature Corporate literature includes financial reports,in-house magazines brochures,catalogues,price lists and any other piece of corporate literature.They communicate with a variety of publics.For example,financial reports will be of great interest to investors and the stock market,since they give all sorts of indicators of the health of a business
Section II Text Study Corporate literature Corporate literature includes financial reports, in-house magazines, brochures, catalogues, price lists and any other piece of corporate literature. They communicate with a variety of publics. For example, financial reports will be of great interest to investors and the stock market, since they give all sorts of indicators of the health of a business. Speeches, presentations and speech writing Key figures from within a company will write speeches to be delivered at public awards and industry gatherings. PR company officials often write speeches and design corporate presentations for companies. Presentations are delivered by company executives
Section II Text Study New Words and Expressions prestige in-house goodwill ● n.声望，威望 ad.内部的 n.善意；商普 brochure undertake catalogue n.小册子 .承担，接受 n.目录 interpret indicator presentation t.理解 n.指标；经济指标 n.介绍，陈述 industry gathering stock market 行业聚会 证券市场
Section II Text Study New Words and Expressions indicator n. 指标；经济指标 in-house adj. 内部的 brochure prestige n. 声望，威望 goodwill n. 善意；商誉 undertake n. 小册子 vt. 承担，接受 catalogue vt. 理解 interpret presentation n. 介绍，陈述 industry gathering 行业聚会 stock market 证券市场 n. 目录
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false (F) according to the above text. 1.PR is a direct promotional strategy. [F] 2.PR usually involves public media. [T] 3.Senior executives are responsible for generating goodwill for firms. [F] 4.Company managers write speeches and present them directly to the public. [F] 5.The annual financial report is an inside(内部的) document,therefore it can not be issued to the [F] shareholders
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] F ] T F [ ] [ F ] Section II Text Study F 1. PR is a direct promotional strategy. 2. PR usually involves public media. 3. Senior executives are responsible for generating goodwill for firms. 4. Company managers write speeches and present them directly to the public. 5. The annual financial report is an inside (内部的) document, therefore it can not be issued to the shareholders
Section II Text Study Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1.indirect ,A产生 2.generate B.投资者 3.catalogue 为C.间接的 4.presentation D.人物 5.corporate E.目录 6.interview F.陈述 7.figure >G.采访 8.Investor sH.公司的
Exercise 2 Match the words in the table below with their correct Chinese equivalents. Section II Text Study 1. indirect 2. generate 3. catalogue 4. presentation 5. corporate 6. interview 7. figure 8. Investor A. 产生 B. 投资者 C. 间接的 D. 人物 E. 目录 F. 陈述 G. 采访 H. 公司的
Section II Text Study Exercise 3 Fill in the blanks with the appropriate form of the words in brackets. Publicity involves news stories about an organization or its products It is similar to advertising because it uses mass communication,but it is not paid for(pay for).News stories and features reported(report) in neutral (media have a great deal of credibility.Thus,publicity has greater_(great)credibility than advertising
Exercise 3 Fill in the blanks with the appropriate form of the words in brackets. Section II Text Study Publicity involves news stories about an organization or its products. It is similar to advertising because it uses mass communication, but it is not (pay for). News stories and features (report) in neutral (中立的) media have a great deal of credibility. Thus, publicity has (great) credibility than advertising. paid for greater reported