What is public relations ？什么叫公共關(guān)系？
The benefits of good PR 良好公共關(guān)系的益處
詞匯準(zhǔn)備
public image 公眾形象
advertising campaign 廣告宣傳活動
company values 公司價值觀
dealership 商品經(jīng)銷特許權(quán)，特許經(jīng)銷商
point-of-sale 銷售網(wǎng)點
showroom 展示廳
manufacturing plant 制造廠
image 形象
company image 公司形象
up-to-date 現(xiàn)代的
survey 調(diào)查
product launch 產(chǎn)品發(fā)布
press coverage 報界對…的報道
customer satisfaction survey 顧客滿意程度調(diào)查
motoring magazine 汽車雜志
display 陳列品
venue 地點
invitation 邀請函
freelance journalist 自由撰稿人
information packs 資料袋
advance preparation 預(yù)先準(zhǔn)備
senior executive 高級主管
itinerary 路線，旅程
brief 簡介
management staff 管理人員
聽力訓(xùn)練
①. listening : Eilish O’shea, Public Relations Manager at Skoda UK, talks about her job. Before you listen, decide whether the following are the responsibility of the PR or Marketing Department at Skoda.
斯柯達英國公司的公關(guān)經(jīng)理艾麗茜•歐希談?wù)撍墓ぷ?。聽之前，先判斷下列各項在斯柯達英國公司是屬于公共關(guān)系部還是銷售部的職責(zé)。
•Communication with the press
•Research into the public’s needs
•Development of the company’s reputation
•Brand development
•Decisions about product pricing
•Public awareness of company values
與報界溝通
研究公眾的需求
拓展公司名聲
品牌開發(fā)
決定產(chǎn)品價格
公眾對公司價值觀的了解
要點解釋
1 my job is to plan and manage the public relations strategy for the Skoda brand in the UK.
我的工作是為在英國的斯柯達品牌制定計劃和公關(guān)策略
2 This means I’m responsible for dealing with the press, television and radio, as well as communications with the public and personnel in our UK dealerships.
這就是說，我的職責(zé)是負責(zé)應(yīng)對報界，電視和電臺，也負責(zé)與公眾以及與英國的特許經(jīng)銷商的溝通。其中的to be responsible for 意為“對…負責(zé)”；而the public 是指“公眾”。
3 The primary role of PR is to create understanding with the public.
公關(guān)的首要作用是與公眾達成互相理解。
4 the heart of the organization 組織的核心
5 our objective is to give an accurate picture of the company, its brand and what it believes in. 我們的目標(biāo)是準(zhǔn)確樹立公司的形象，公司品牌以及與公司理念有關(guān)的形象。
6 …that the public has a positive image of the company 公眾對公司有一個良好的形象。
7 RP, on the other hand ,it is more concerned with establishing and maintaining goodwill and understanding between the company and its public.
從另外一方面說，公關(guān)更關(guān)注公司與公眾之間建立并維系一種友好的理解
8 In RP you have to build long-term relationships with journalist as because you work with them on a regular basis and trust is absolutely essential. 在公關(guān)部，你要與記者們建立一種長期的關(guān)系，因為你需要經(jīng)常與他們合作，而相互信任上必不可少的。
manage the public relations strategy 管理公關(guān)策略
deal with the press,TV and radio 應(yīng)對報界，電視和電臺
provide the press and public with information 向報界和公眾提供信息
give an accurate picture of the company 樹立良好的公司形象
maintain goodwill and understanding 維系一種友好關(guān)系，達成互相理解
build long-term relationships 建立長期關(guān)系
聽力訓(xùn)練
②. listening
Eilish explains how Skoda changed public attitudes to the brand when it was re-launched in the UK in 1995. before you listen, suggest how the company achieved this. Then listen and check your answers.
艾麗茜談斯柯達公司1995年重新開張時是怎樣改變公眾態(tài)度的。聽之前，先試著說說公司是怎樣達成這一目標(biāo)的，然后再聽，并核對正確答案。
參考答案
要點解釋
1． But that was because of people’s misconceptions about the quality of central European engineering. 但那是因為人們對中歐制造工藝的質(zhì)量有誤解。
2． So how did you go about communicating this reality to the public?那么你是怎樣著手把實際情況告訴公眾的。
3． When we re-entered the UK with the new model, the Felicia, in 1995, we put a huge emphasis on advertising, everything from national advertising to point-of-sale material in the showrooms. 1995年，當(dāng)我們以弗雷西亞車型重新打入英國市場時候，我們高度重視廣告宣傳，包括國內(nèi)廣告到各展示廳銷售點的廣告材料。
4． So, our job was to communicate the quality of Skoda to the motoring press. 所以，我們的責(zé)任是向汽車報界宣傳斯柯達的產(chǎn)品質(zhì)量。
5． You certainly won over the press. 你們當(dāng)然贏得了報界。
6． Skoda recently came top of a major consumer magazine’s annual survey of car owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40 000 car owners. 在最近的一家消費者雜志舉辦的對汽車擁有者的調(diào)查中，斯柯達獲得了第一的名次。這是在英國舉行的對40 000名汽車擁有者進行的同類調(diào)查中規(guī)模的顧客滿意度調(diào)查。
7． The results of the survey made the evening news on the National TV.調(diào)查結(jié)果上了國內(nèi)電視臺的晚間新聞。這里的make 一詞的意思為“因有某種特點或者品質(zhì)而成為”，“可轉(zhuǎn)變?yōu)椤?，“適宜作……”。比如，he will make a fine teacher. 他將來可以成為一個好教師。又比如：this magazine makes pleasant reading. 這份雜志是富有樂趣的讀物。
8． And that is the real enjoyment for me， seeing my ideas having a clear effect on the forward direction of the brand. 真正使我感到快樂的，是看到自己的觀點對品牌的發(fā)展起著明顯的作用。
9． It is down to me to sort out any problems, so when things go well, I really feel I’m making an important contribution to the success of the company.安排由我負責(zé)處理各種問題，所以如果一切順利，我就感到自己的對公司的成功作出了很重要的貢獻。這里的down 作形容詞，意思是“已安排，排定” The meeting is down for next week, 會議定于下星期舉行。My parents seem to have me down for college in London.我的父母似乎已經(jīng)安排我去英國上大學(xué)。
口語練習(xí)
Speaking; Work in pairs. What is the public image of your partner’s company and its products? Does your partner share the same view of the company?
結(jié)合練習(xí)，你搭檔的公司有什么公眾形象？提供什么產(chǎn)品，服務(wù)，你的搭檔是否與其公司的看法一致？
參考詞匯和表達
do whatever it appropriate to promote its image. 竭盡全力來宣傳公司的形象
create the image that attracts and retains clients. 樹立能夠吸引并保住客戶的形象
components of a overall image include advertising, marketing communications ,publicity, company locations, prices and product positioning, etc. 公司整體形象各組成要素包括廣告，營銷系統(tǒng)，宣傳活動，公司所處地段，產(chǎn)品價格，產(chǎn)品定位，等等。
Distribute flies, pass out brochures or issue press releases will also help to create a company image. 散發(fā)小廣告?zhèn)鲉?，分發(fā)宣傳手冊或者發(fā)布新聞稿件都有助于建立公司形象。
Its marketing strategy help to shape company images. 營銷策略有助于樹立公司形象。
Customer service policies also impacts company image 顧客服務(wù)政策也影響到公司形象。
Enhance their current image 改變他們目前的形象
Easy to do business with 容易合作做生意
Adjust to the needs of the customers 適應(yīng)顧客的需要
Organising a PR event？組織公共活動？
口語練習(xí)
Speaking: work in pairs. Your company is launching a new product in four months’ time. Aggress on the following details. Then present your ideas to the class.
The name of the product
The venue for the launch
The date and time of the event
Some details of the event programe
A final date for returning replies
結(jié)合口語練習(xí)，你所在公司將在4個月后推出一個新產(chǎn)品。大家先統(tǒng)一約定以下各個細節(jié)。然后向全班展示你的看法。
產(chǎn)品發(fā)布會地點
這一活動的日期和時間
活動計劃的一些具體內(nèi)容
回復(fù)的最后期限
參考詞匯和表達
meet the promotional requirements 符合促銷要求
publicise product launch information 宣傳產(chǎn)品發(fā)布信息
place advertising in newspapers 在報紙上做廣告
ensure that you hit the target market you are aiming for 確保取得瞄準(zhǔn)的目標(biāo)市場
create market success 取得市場成功
in the most timely and cost effective way 以最為及時，取得成本效益的方式
provide guidelines for the timing of all aspects of the launch 指定方針，安排發(fā)布會各方面的具體時間
present your product and company with the very best image possible. 盡可能展示出你的產(chǎn)品和公司的形象
ensure that no delays occur that adversely affect your product in the market 確保不出現(xiàn)嚴重影響產(chǎn)品銷售的延誤
keep your launch on track 隨時跟蹤發(fā)布會的情況
The benefits of good PR 良好公共關(guān)系的益處
詞匯準(zhǔn)備
public image 公眾形象
advertising campaign 廣告宣傳活動
company values 公司價值觀
dealership 商品經(jīng)銷特許權(quán)，特許經(jīng)銷商
point-of-sale 銷售網(wǎng)點
showroom 展示廳
manufacturing plant 制造廠
image 形象
company image 公司形象
up-to-date 現(xiàn)代的
survey 調(diào)查
product launch 產(chǎn)品發(fā)布
press coverage 報界對…的報道
customer satisfaction survey 顧客滿意程度調(diào)查
motoring magazine 汽車雜志
display 陳列品
venue 地點
invitation 邀請函
freelance journalist 自由撰稿人
information packs 資料袋
advance preparation 預(yù)先準(zhǔn)備
senior executive 高級主管
itinerary 路線，旅程
brief 簡介
management staff 管理人員
聽力訓(xùn)練
①. listening : Eilish O’shea, Public Relations Manager at Skoda UK, talks about her job. Before you listen, decide whether the following are the responsibility of the PR or Marketing Department at Skoda.
斯柯達英國公司的公關(guān)經(jīng)理艾麗茜•歐希談?wù)撍墓ぷ?。聽之前，先判斷下列各項在斯柯達英國公司是屬于公共關(guān)系部還是銷售部的職責(zé)。
•Communication with the press
•Research into the public’s needs
•Development of the company’s reputation
•Brand development
•Decisions about product pricing
•Public awareness of company values
與報界溝通
研究公眾的需求
拓展公司名聲
品牌開發(fā)
決定產(chǎn)品價格
公眾對公司價值觀的了解
要點解釋
1 my job is to plan and manage the public relations strategy for the Skoda brand in the UK.
我的工作是為在英國的斯柯達品牌制定計劃和公關(guān)策略
2 This means I’m responsible for dealing with the press, television and radio, as well as communications with the public and personnel in our UK dealerships.
這就是說，我的職責(zé)是負責(zé)應(yīng)對報界，電視和電臺，也負責(zé)與公眾以及與英國的特許經(jīng)銷商的溝通。其中的to be responsible for 意為“對…負責(zé)”；而the public 是指“公眾”。
3 The primary role of PR is to create understanding with the public.
公關(guān)的首要作用是與公眾達成互相理解。
4 the heart of the organization 組織的核心
5 our objective is to give an accurate picture of the company, its brand and what it believes in. 我們的目標(biāo)是準(zhǔn)確樹立公司的形象，公司品牌以及與公司理念有關(guān)的形象。
6 …that the public has a positive image of the company 公眾對公司有一個良好的形象。
7 RP, on the other hand ,it is more concerned with establishing and maintaining goodwill and understanding between the company and its public.
從另外一方面說，公關(guān)更關(guān)注公司與公眾之間建立并維系一種友好的理解
8 In RP you have to build long-term relationships with journalist as because you work with them on a regular basis and trust is absolutely essential. 在公關(guān)部，你要與記者們建立一種長期的關(guān)系，因為你需要經(jīng)常與他們合作，而相互信任上必不可少的。
manage the public relations strategy 管理公關(guān)策略
deal with the press,TV and radio 應(yīng)對報界，電視和電臺
provide the press and public with information 向報界和公眾提供信息
give an accurate picture of the company 樹立良好的公司形象
maintain goodwill and understanding 維系一種友好關(guān)系，達成互相理解
build long-term relationships 建立長期關(guān)系
聽力訓(xùn)練
②. listening
Eilish explains how Skoda changed public attitudes to the brand when it was re-launched in the UK in 1995. before you listen, suggest how the company achieved this. Then listen and check your answers.
艾麗茜談斯柯達公司1995年重新開張時是怎樣改變公眾態(tài)度的。聽之前，先試著說說公司是怎樣達成這一目標(biāo)的，然后再聽，并核對正確答案。
參考答案
要點解釋
1． But that was because of people’s misconceptions about the quality of central European engineering. 但那是因為人們對中歐制造工藝的質(zhì)量有誤解。
2． So how did you go about communicating this reality to the public?那么你是怎樣著手把實際情況告訴公眾的。
3． When we re-entered the UK with the new model, the Felicia, in 1995, we put a huge emphasis on advertising, everything from national advertising to point-of-sale material in the showrooms. 1995年，當(dāng)我們以弗雷西亞車型重新打入英國市場時候，我們高度重視廣告宣傳，包括國內(nèi)廣告到各展示廳銷售點的廣告材料。
4． So, our job was to communicate the quality of Skoda to the motoring press. 所以，我們的責(zé)任是向汽車報界宣傳斯柯達的產(chǎn)品質(zhì)量。
5． You certainly won over the press. 你們當(dāng)然贏得了報界。
6． Skoda recently came top of a major consumer magazine’s annual survey of car owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40 000 car owners. 在最近的一家消費者雜志舉辦的對汽車擁有者的調(diào)查中，斯柯達獲得了第一的名次。這是在英國舉行的對40 000名汽車擁有者進行的同類調(diào)查中規(guī)模的顧客滿意度調(diào)查。
7． The results of the survey made the evening news on the National TV.調(diào)查結(jié)果上了國內(nèi)電視臺的晚間新聞。這里的make 一詞的意思為“因有某種特點或者品質(zhì)而成為”，“可轉(zhuǎn)變?yōu)椤?，“適宜作……”。比如，he will make a fine teacher. 他將來可以成為一個好教師。又比如：this magazine makes pleasant reading. 這份雜志是富有樂趣的讀物。
8． And that is the real enjoyment for me， seeing my ideas having a clear effect on the forward direction of the brand. 真正使我感到快樂的，是看到自己的觀點對品牌的發(fā)展起著明顯的作用。
9． It is down to me to sort out any problems, so when things go well, I really feel I’m making an important contribution to the success of the company.安排由我負責(zé)處理各種問題，所以如果一切順利，我就感到自己的對公司的成功作出了很重要的貢獻。這里的down 作形容詞，意思是“已安排，排定” The meeting is down for next week, 會議定于下星期舉行。My parents seem to have me down for college in London.我的父母似乎已經(jīng)安排我去英國上大學(xué)。
口語練習(xí)
Speaking; Work in pairs. What is the public image of your partner’s company and its products? Does your partner share the same view of the company?
結(jié)合練習(xí)，你搭檔的公司有什么公眾形象？提供什么產(chǎn)品，服務(wù)，你的搭檔是否與其公司的看法一致？
參考詞匯和表達
do whatever it appropriate to promote its image. 竭盡全力來宣傳公司的形象
create the image that attracts and retains clients. 樹立能夠吸引并保住客戶的形象
components of a overall image include advertising, marketing communications ,publicity, company locations, prices and product positioning, etc. 公司整體形象各組成要素包括廣告，營銷系統(tǒng)，宣傳活動，公司所處地段，產(chǎn)品價格，產(chǎn)品定位，等等。
Distribute flies, pass out brochures or issue press releases will also help to create a company image. 散發(fā)小廣告?zhèn)鲉?，分發(fā)宣傳手冊或者發(fā)布新聞稿件都有助于建立公司形象。
Its marketing strategy help to shape company images. 營銷策略有助于樹立公司形象。
Customer service policies also impacts company image 顧客服務(wù)政策也影響到公司形象。
Enhance their current image 改變他們目前的形象
Easy to do business with 容易合作做生意
Adjust to the needs of the customers 適應(yīng)顧客的需要
Organising a PR event？組織公共活動？
口語練習(xí)
Speaking: work in pairs. Your company is launching a new product in four months’ time. Aggress on the following details. Then present your ideas to the class.
The name of the product
The venue for the launch
The date and time of the event
Some details of the event programe
A final date for returning replies
結(jié)合口語練習(xí)，你所在公司將在4個月后推出一個新產(chǎn)品。大家先統(tǒng)一約定以下各個細節(jié)。然后向全班展示你的看法。
產(chǎn)品發(fā)布會地點
這一活動的日期和時間
活動計劃的一些具體內(nèi)容
回復(fù)的最后期限
參考詞匯和表達
meet the promotional requirements 符合促銷要求
publicise product launch information 宣傳產(chǎn)品發(fā)布信息
place advertising in newspapers 在報紙上做廣告
ensure that you hit the target market you are aiming for 確保取得瞄準(zhǔn)的目標(biāo)市場
create market success 取得市場成功
in the most timely and cost effective way 以最為及時，取得成本效益的方式
provide guidelines for the timing of all aspects of the launch 指定方針，安排發(fā)布會各方面的具體時間
present your product and company with the very best image possible. 盡可能展示出你的產(chǎn)品和公司的形象
ensure that no delays occur that adversely affect your product in the market 確保不出現(xiàn)嚴重影響產(chǎn)品銷售的延誤
keep your launch on track 隨時跟蹤發(fā)布會的情況