我的工作是為在英國的斯柯達品牌制定計劃和管理公關(guān)策

BEC-II

Unit4bPublicrelations

Objectives:ToenableSstotalkaboutthefunctionofPR

TopractisereadingandlisteningforspecificinformationWhatispublicrelations?

ListeningStep1Havealookatthedirection,listentothedialogueandgetageneralideaaboutit.Step2Listentothedialogueagainandfinishtheexercise.Step3Checktheanswersandexplainsomelanguagepoints.Explanation

1.

MyjobistoplanandmanagethepublicrelationsstrategyfortheSkodabrandintheUK.我的工作是為在英國的斯柯達品牌制定計劃和管理公關(guān)策略.2.ThismeansI’mresponsiblefordealingwiththepress,televisionandradio,aswellascommunicationswiththepublicandpersonnelinourUKdealerships.

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toberesponsiblefor意為“對…負責(zé)”；而thepublic是指“公眾”。3.TheprimaryroleofPRistocreateunderstandingwiththepublic.公關(guān)的首要作用是與公眾達成相互理解.4.

theheartoftheorganization.

組織的核心5.Ourobjectiveistogiveanaccuratepictureofthecompany,itsbrandsandwhatitbelievesin.

我們的目標就是準確樹立公司的形象，公司品牌以及公司的信仰。6.PR,ontheotherhand,ismoreconcernedwithestablishingandmaintaininggoodwillandunderstandingbetweenthecompanyanditspublic.從另一方面來說，公關(guān)則更加關(guān)注在公司與公眾之間建立并維系一種友好的關(guān)系和相互理解。7.InPRyouhavetobuildlong-termrelationshipswithyourjournalistsbecauseyouworkwiththemonaregularbasisandtrustisabsolutelyessential.在公關(guān)部，你要與記者們建立一種長期的關(guān)系，因為你要經(jīng)常與他們合作，而相互信任是必不可少的。ThebenefitsofgoodPR

Step1Listentothedialogue,getageneralideaofitandtrytoanswerthefollowingquestions.1.Whatispeople’smisunderstandingaboutSkoda?2.

HowdidSkodachangepublicattitudestothebrandwhichwasrelaunchedintheUKin1995?3.

HowdidEilishthinkofherjobonPR?Step2Checktheanswersandlistentothedialogueagain.Step3Finishthemultiple-choicequestionsandchecktheanswers.Step4Explainsomelanguagepointsanddifficultsentences.Languagepoints

1.Butthatwasbecauseofpeople’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那是因為人們對中歐制造工藝的質(zhì)量有誤解。2.Sohowdidyougoaboutcommunicatingthisrealitytothepublic?那么你是怎樣著手把實際情況介紹給公眾的呢？3.whenwere-enteredtheUKmarketplacewithamewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年，當(dāng)我們以費雷西亞車型重新打入英國市場時，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,ourjobwastocommunicatethequalityofSkodatothemotoringpress.因此，我們的任務(wù)是向汽車報界宣傳斯柯達的產(chǎn)品質(zhì)量。5.Youcertainlywonoverthepress.你們當(dāng)當(dāng)然贏贏得了了報界界。6.Skodarecentlycametopofamajorconsumermagazine’’sannualsurveyofowners.It’’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40,000carowners.在最近近一家家消費費者雜雜志舉舉辦的的對汽汽車擁擁有者者的年年度調(diào)調(diào)查中中，斯斯柯達達獲得得了第第一的的名次次。這這是在在英國國舉行行的對對40000名名汽車車擁有有著進進行的的同類類調(diào)查查中規(guī)規(guī)模最最大的的顧客客滿意意度調(diào)調(diào)查。。7.TheresultsofthesurveymadetheeveningnewsonnationalTV……調(diào)查結(jié)結(jié)果上上了國國內(nèi)電電視臺臺的晚晚間新新聞make意為““因有有某特特點或或品質(zhì)質(zhì)而成成為””“可轉(zhuǎn)轉(zhuǎn)變?yōu)闉椤薄斑m宜宜作…”e.g.Hewillmakeafineteacher.Thismagazinemakespleasantreading.這份雜雜志是是富于于樂趣趣的讀讀物。。8.Andthat’’stherealenjoymentforme,seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正使使我感感到快快樂的的，是是看到到自己己的觀觀點對對品牌牌的發(fā)發(fā)展起起著明明顯的的作用用。9.It’’sdowntometosortoutanyproblems…….安排由由我負負責(zé)處處理各各種問問題downadj.““已安排排，排排定”e.g.Themeetingisdownfornextweek.MyparentsseemtohavehadmedownforcollegeinEngland.KeyTocommunicatethequalityofthenewSkoda,anemphasiswasputonadvertising.Inaddition,thePRDepartmentarrangedforjournaliststovisitSkoda’’smodernproductionplantsincentralEurope,toencouragepositivereportsonequalityofSkodainthepress.ThepositivepublicityforSkodainthemediaalsoincreasedwhenthebrandcametopinacustomersatisfactionsurvey.1.Bbutthatwasbecauseofpeople’’smisunderstandingaboutthequalityofcentralEuropeanengineering.可可見，，人們們由于于對其其質(zhì)量量有誤誤解而而取笑笑它。。2.A.CentralEuropehadalwaysbeenacenterofengineeringexcellence.Listenagainandchooseoneletterforthecorrectanswer.3.C.whenwere-enteredtheUKmarketplacewithamewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.4.CIt’’sthejournalist’’sowncommentandthereforemuchmorepowerfulbecauseitisn’’tinfluencesbytheorganization.5.AWetookalmost100journalistswithustoshowthemjusthowgoodthefacilitywas.6.BSkodarecentlycametopofamajorconsumermagazine’’sannualsurveyofowners.7.CButtherealindicationofoursuccessisthegrowthinsalessince1995.自自1995年年以以來來公公司司創(chuàng)創(chuàng)紀紀錄錄的的銷銷售售說說明明公公司司獲獲得得的的利利潤潤很很大大。。8.BLanguagepoints1.Butthatwasbecauseofpeople’’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那那是是因因為為人人們們對對中中歐歐制制造造工工藝藝的的質(zhì)質(zhì)量量有有誤誤解解。。2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年年，，當(dāng)當(dāng)我我們們以以弗弗雷雷西西亞亞車車型型重重新新打打入入英英國國市市場場時時候候，，我我們們高高度度重重視視廣廣告告宣宣傳傳，，包包括括國國內(nèi)內(nèi)廣廣告告到到各各展展示示廳廳銷銷售售點點的的廣廣告告材材料料。。Languagepoints3.So,ourjobwastocommunicatethequalityofSkodatothemotoringpress.所以以，，我我們們的的責(zé)責(zé)任任是是向向汽汽車車報報界界宣宣傳傳斯斯柯柯達達的的產(chǎn)產(chǎn)品品質(zhì)質(zhì)量量。。4.Skodarecentlycametopofamajorconsumermagazine’’sannualsurveyofcarowners.It’’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40000carowners.在最最近近的的一一家家消消費費者者雜雜志志舉舉辦辦的的對對汽汽車車擁擁有有者者的的調(diào)調(diào)查查中中，，斯斯柯柯達達獲獲得得了了第第一一的的名名次次。。這這是是在在英英國國舉舉行行的的對對40000名名汽汽車車擁擁有有者者進進行行的的同同類類調(diào)調(diào)查查中中規(guī)規(guī)模模最最大大的的顧顧客客滿滿意意度度調(diào)調(diào)查查。。Languagepoints5.Andthatistherealenjoymentforme，，seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正正使使我我感感到到快快樂樂的的，，是是看看到到自自己己的的觀觀點點對對品品牌牌的的發(fā)發(fā)展展起起著著明明顯顯的的作作用用。。6.Itisdowntometosortoutanyproblems,sowhenthingsgowell,IreallyfeelI’’mmakinganimportantcontributiontothesuccessofthecompany.安排排由由我我負負責(zé)責(zé)處處理理各各種種問問題題，，所所以以如如果果一一切切順順利利，，我我就就感感到到自自己己的的對對公公司司的的成成功功作作出出了了很很重重要要的的貢貢獻獻。。down作作形形容容詞詞，，““已已安安排排，，排排定定””O(jiān)rganizingaPReventReadingStep1HaveaquicklookatthescheduleofthepresslaunchoftheSkodaOctaviaandgetageneralideaofit.Step2Askstudentstocompletethetasksaccordingtotheplanofeachphase.Step3Checktheanswersandexplainsomelanguagepoints.LanguagePoints1.Makesurelaunchdatedoesnotclashwithothermanufacturers.確確保保產(chǎn)產(chǎn)品品發(fā)發(fā)布布會會日日期期和和其其它它制制造造商商的的不不沖沖突突。。launch做做動動詞詞，，可可指指““推推出出新新計計劃劃””，，““把把新新產(chǎn)產(chǎn)品品投投放放市市場場””.如:Theairlinewilllaunchitstransatlanticservicenextmonth.航空空公公司司將將在在下下個個月月推推出出新新的的越越洋洋服服務(wù)務(wù)。。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.選選擇擇并并預(yù)預(yù)定定場場地地；；決決定定發(fā)發(fā)布布會會的的活活動動形形式式和和邀邀請請名名單單。。3.Sendoutinvitationsandmonitorreplies.發(fā)發(fā)出邀請請并監(jiān)控回回復(fù)。Monitor“監(jiān)監(jiān)控”e.g.Thenursemonitoredthepatient'sconditioncarefully.護士很細心心地監(jiān)察病病人的狀況況4.Runin“試開開”，“試試運轉(zhuǎn)”.e.g.Iamrunningmynewcarin.我正在在試開我的的新車。5.Photographytakesplace,Choosepicturesforpressinformationpacksandsendtoprinters.照相，選擇擇相片并送送去打印。。6.Finalisedetailswithvenue(roombookings,presentations,menus,packingetc.)最后確定場場所以及具具體安排。。（預(yù)定房房間，報告告廳，菜單單，停車場場）7.Preparewelcomeinformationanditinerariesforguests.準備備好歡迎信信息和線路路。Itinerary“線路路”e.g.Hehassomemoreplacestovisitonhisitinerary.他在旅旅