我的工作是為在英國的斯柯達品牌制定計劃和管理公關策

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策略.2.ThismeansI’mresponsiblefordealingwiththepress,televisionandradio,aswellascommunicationswiththepublicandpersonnelinourUKdealerships.

這就是說，我的職責是負責應對報界，電視和電臺，也負責與公眾以及與英國的特許經銷商的溝通。其中的toberesponsiblefor意為“對…負責”；而thepublic是指“公眾”。3.TheprimaryroleofPRistocreateunderstandingwiththepublic.公關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，公關則更加關注在公司與公眾之間建立并維系一種友好的關系和相互理解。7.InPRyouhavetobuildlong-termrelationshipswithyourjournalistsbecauseyouworkwiththemonaregularbasisandtrustisabsolutelyessential.在公關部，你要與記者們建立一種長期的關系，因為你要經常與他們合作，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，我們的任務是向汽車報界宣傳斯柯達的產品質量。5.Youcertainlywonoverthepress.你們當當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調查中中，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查查中規(guī)規(guī)模最最大的的顧客客滿意意度調調查。。7.TheresultsofthesurveymadetheeveningnewsonnationalTV……調查結結果上上了國國內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質而成成為””“可轉轉變?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質量量有有誤誤解解。。2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年年，，當當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，，包包括括國國內內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，，我我們們的的責責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產品品質質量量。。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調查查中中，，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調查查中中規(guī)規(guī)模模最最大大的的顧顧客客滿滿意意度度調調查查。。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責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.確確保保產產品品發(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””，，““把把新新產產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務。。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.選選擇擇并并預預定定場場地地；；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。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”.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