實(shí)用行業(yè)英語(yǔ)綜合教程教參unit 12

Unit12

PublicRelations

公共關(guān)系Unit3-mainPartI?ReadingPartIIOralPracticePartIIIMini-ProjectPartIVPhrases&TermsPartVSurfingtheInternetPartVIVideoClipFromstudyingthisunit,studentsareexpectedto1.

understandthedefinitionandthetoolsofpublicrelations;

2.

learnhowtocommunicatewiththemedia;3.

learntousePRfunctions;4.

knowthehistoryofpublicrelations.ObjectivesLearningObjectivesPartIIReading-mainTextA?PublicRelationsBasics(I)PartIReading

PublicRelationsBasics(II)ExercisesExercisesTextB?LearningtoUsePRFunctionsExercisesTextCThePastandPresentofPublicRelationsExercisesPartI?ReadingTextATextAPartI?ReadingTextA1

WhatisPublicRelations?

Publicrelations(PR)helpsbuildawarenessofcompanies,products,services,technologies,peopleandissuesamongkeyaudiencesandinfluencers.Ithelpscompaniescreateanidentityintheindustry,mediaandcommunity.Publicrelationsistheuseofeditorial

outlets(magazines,newspapers,broadcast),specialevents,newslettersandotherPRtoolstoconveyamessagetoatargetedaudience.Publicrelationsisadisciplineofmanagementmuchlikefinance,accounting,humanresourcesandlaw.Thereisabasicmethodologythatincludesfivepoints:goals,objectives,strategy,tacticsandtargetaudience.TextA1PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

什么是公共關(guān)系？公共關(guān)系（PR）有助于在重要受眾和有影響的人中樹立公司、產(chǎn)品、服務(wù)、技術(shù)、人員和發(fā)行刊物的意識(shí)。有助于公司在行業(yè)、媒體和社區(qū)中樹立標(biāo)識(shí)。公共關(guān)系是編輯渠道（雜志、報(bào)紙、廣播）、特殊事件、時(shí)事通訊和其他用來(lái)向目標(biāo)群體傳播信息的公關(guān)工具的運(yùn)用。公共關(guān)系是一門像金融、會(huì)計(jì)、人力資源和法律一樣的管理學(xué)科。有一基本方法，包括5個(gè)要點(diǎn)：任務(wù)、目標(biāo)、策略、手段和目標(biāo)公眾等。ChineseVersionChineseVersionpublicrelationsNotesPublicRelations(PR)：“公共關(guān)系”一詞的首次出現(xiàn)是在1807年美國(guó)總統(tǒng)托馬斯?杰斐遜的國(guó)會(huì)演說(shuō)。公共關(guān)系學(xué)在中國(guó)的興起、推廣與應(yīng)用起源于1989年鄺健人創(chuàng)作的《公關(guān)小姐》。自從公共關(guān)系誕生以來(lái)，人們給其下一個(gè)準(zhǔn)確定義的努力就沒有停止過(guò)。由于每個(gè)人的認(rèn)識(shí)角度不同，對(duì)公共關(guān)系內(nèi)涵的理解也各異，于是就形成了許許多多的公共關(guān)系定義。公共關(guān)系主要從事組織機(jī)構(gòu)信息傳播，關(guān)系協(xié)調(diào)與形象管理事務(wù)的咨詢、策劃、實(shí)施和服務(wù)的管理職能。包括選創(chuàng)組織的成功，降低組織失敗的影響，宣布變更等等。它與中國(guó)傳統(tǒng)個(gè)人關(guān)系中的面子類似。在市場(chǎng)營(yíng)銷學(xué)體系中，公關(guān)關(guān)系是企業(yè)機(jī)構(gòu)唯一一項(xiàng)用來(lái)建立公眾信任度的工具。publicrelations:1.(usedwithasing.verb)Theartorscienceofestablishingandpromotingafavorablerelationshipwiththepublic.（與單數(shù)動(dòng)詞連用）公共關(guān)系：與公眾建立并促進(jìn)一種有利于關(guān)系的藝術(shù)或科學(xué)；2.(usedwithapl.verb)Themethodsandactivitiesemployedtoestablishandpromoteafavorablerelationshipwiththepublic.（與復(fù)數(shù)動(dòng)詞連用）公共關(guān)系策略與實(shí)施：用于與公眾建立并提高一種有利關(guān)系的方法或活動(dòng)；3.(usedwithasing.orpl.verb)Thedegreeofsuccessobtainedinachievingafavorablerelationshipwiththepublic.（與單數(shù)或復(fù)數(shù)動(dòng)詞連用）公共關(guān)系成效：在與公眾建立一種有利的關(guān)系中獲得的成功程度。targetaudienceNotestargetaudience:目標(biāo)公眾,指具體公關(guān)活動(dòng)所針對(duì)的某一類或某幾類特定公眾。任何一個(gè)公關(guān)活動(dòng)都有一定的目的和目標(biāo),為有效地達(dá)到這些目的和目標(biāo),公關(guān)人員在具體公關(guān)活動(dòng)中必須通過(guò)調(diào)查研究,有選擇地針對(duì)特定公眾開展工作。對(duì)公眾進(jìn)行較為具體分類的開創(chuàng)者美國(guó)的杰瑞認(rèn)為：任何特定公眾，不管他們屬于什么類型，都可能成為公共關(guān)系工作的中心對(duì)象。這些被篩選出來(lái)的公眾被稱為“目標(biāo)公眾”或“優(yōu)先公眾”。Words&Phrasesaudienceaudience/

/n.受眾，對(duì)象influencer/

/n.有影響的人(或事物)editorial//n.編輯的和編輯有關(guān)的outlet/

/n.出口(路)discipline/

/n.學(xué)科PartI?ReadingTextAWhataretheToolsofPublicRelations?2

Therearemanywaystoreachtargetaudiences.Theyare:?newsreleases

?publicserviceannouncements?guesteditorials?mediatours

?broadcast/printinterviews?photos/captions

TextA2PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

什么是公共關(guān)系工具？有許多方法可以傳遞到目標(biāo)客戶，如：新聞稿件公共服務(wù)通告客座評(píng)論媒體采訪廣播/文字采訪照片/說(shuō)明文字

ChineseVersionChineseVersionMediaToursNotes

MediaTours:Mediatoursaregenerallyconductedwhenamanufacturingcompanywantstosuccessfullyadvertiseandpromoteitsnewlylaunchedproduct.Therecanneverbeaneffectivewayofproductpublicityotherthanusingmediatours.Inamediatour,theorganization'sspokespersongoestootherimportantcitiesforintroducinganewproductorservice.ItmayalsoincludeattendingTVandradiotalkshows,andbeinginterviewedbypressandmedianewsmen.Thespokesmancanbeacompany'srepresentativeoranyonehiredorcontractedfromoutside.Acelebrityalsocanbeusedforthispurpose.AmediatourmightaswellincludeairingaprerecordedinterviewonafamousTVchannel.Words&Phrasesnewsrelease

newsrelease（通訊社或政府機(jī)構(gòu)發(fā)布的）新聞稿mediatour媒體采訪行caption/

/n.(圖片)說(shuō)明文字PartI?ReadingTextA

videonewsreleases

specialevents

sponsorships/contributions

pressmeetings

speakingopportunities

bylinedarticles

otherinnovativeavenuesTextA3PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

錄像新聞稿特殊事件贊助/捐款新聞發(fā)布會(huì)演講機(jī)會(huì)署名文章其他新穎的手段ChineseVersionChineseVersionWords&Phrasessponsorship

sponsorship

n.贊助byline/

/n./v.(報(bào)刊等的文章開頭或結(jié)尾)標(biāo)出作者名字的一行avenue/

/n.途徑手段PartI?ReadingTextAWhatCanPublicRelationsDo?3

Publicrelationscanaddcredibility/authority,createanopportunitytoprobenewmarketsforyourproduct/servicelessexpensivelythanadvertising,testdemandfornewproductsincurrentmarketsandestablishorincreaseawarenessofyourorganization’smessageamongkeybuyersandinfluenceraudiences.TextA4PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

公共關(guān)系能做什么？公共關(guān)系可以增加信任度/權(quán)威性，創(chuàng)造探索產(chǎn)品/服務(wù)的新市場(chǎng)，相對(duì)于廣告、在當(dāng)下市場(chǎng)測(cè)試新產(chǎn)品的需求和在重要買家和有影響力的客戶中建立或增加機(jī)構(gòu)的信息意識(shí)來(lái)說(shuō)，要廉價(jià)得多。ChineseVersionChineseVersiondifficultsentence1NotesPublicrelationscanaddcredibility/authority,createanopportunitytoprobenewmarketsforyourproduct/servicelessexpensivelythanadvertising,testdemandfornewproductsincurrentmarketsandestablishorincreaseawarenessofyourorganization’smessageamongkeybuyersandinfluenceraudiences.翻譯？公共關(guān)系可以增加信任度/權(quán)威性，創(chuàng)造探索產(chǎn)品/服務(wù)的新市場(chǎng)，相對(duì)于廣告、在當(dāng)下市場(chǎng)測(cè)試新產(chǎn)品的需求和在重要買家和有影響力的客戶中建立或增加機(jī)構(gòu)的信息意識(shí)來(lái)說(shuō)，要廉價(jià)得多。Words&Phrasesprobeprobe

v./n.探索；調(diào)查PartI?ReadingTextAWhatCan’tPublicRelationsDo?4Withpublicrelationsyourcontrolofthemessageismorelimitedthanwithadvertising.Thereisnoguaranteeoffrequency,howoftenorhowmanytimesyourmessagewillappear,orplacement,whereyourmessagewillappear.Withpublicrelationsareporter/editorisbeing“sold”astory.Evenifthereporter“buys”thestory,thereisnoguaranteeofhoworwhenhewillusethestory.TextA5PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

公共關(guān)系不能做什么？

有了公共關(guān)系，你控制的信息就比廣告有限得多。沒有頻率的保證，沒有你的信息得多久一次或多少次公布，或地點(diǎn)，在哪里公布。有了公共關(guān)系，記者/編輯就被“售與”新聞故事。盡管記者“購(gòu)買”了新聞故事，但是沒有保證他如何用或什么時(shí)候使用。ChineseVersionChineseVersionPartI?ReadingTextAHowever,PRhastheadvantageofthird-partycredibility.Peopletendtobelievewhattheyreadmuchmorethantheadstheysee.Infact,studiesshowthatareaderisseventimesmorelikelytorespondtoPRthantoadvertisingandthatarticleswrittenbyreportersarefourtimesmorebelievablethanadvertisements.TextA6PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

但是公共關(guān)系有第三方信任的優(yōu)勢(shì)。人們相信他們讀到的比廣告看到的要多。事實(shí)上，研究表明，一個(gè)讀者對(duì)公共關(guān)系的反應(yīng)是對(duì)廣告的7倍，而對(duì)記者寫的文章的信任度是對(duì)廣告的4倍。ChineseVersionChineseVersiondifficultsentence2Notes

Infact,studiesshowthatareaderisseventimesmorelikelytorespondtoPRthantoadvertisingandthatarticleswrittenbyreportersarefourtimesmorebelievablethanadvertisements.翻譯？事實(shí)上，研究表明，一個(gè)讀者是否對(duì)公共關(guān)系有反應(yīng)的可能性是對(duì)廣告的7倍，而對(duì)記者寫的文章的信任度是對(duì)廣告的4倍。Words&Phrasesthird-partycredibility

third-partycredibility

第三方信任PartI?ReadingTextAHowDoesaPRFirmWorkwithCompanies?5APRfirmanditsclienttakeateamapproachtoimplementingasuccessfulPRprogram.Bothmembersarekeytotheteam’ssuccess.TheclientprovidestheproductortechnologyexpertiseandaPRfirmprovidesthepublicrelationsexpertise.6Tomaketherelationshipaneffectiveone,teammembersagreetoacceptcertainresponsibilities:TextA7PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

公共關(guān)系公司是如何和企業(yè)合作的？

一個(gè)公關(guān)公司和它的客戶采取團(tuán)隊(duì)的方法來(lái)履行成功的公關(guān)計(jì)劃。雙方對(duì)團(tuán)隊(duì)的成功都是非常重要的?？蛻籼峁┊a(chǎn)品或技術(shù)專門知識(shí)，公關(guān)公司提供公共關(guān)系專門技能。為了使公共關(guān)系更有效，團(tuán)隊(duì)的成員同意承擔(dān)一定的職責(zé)：ChineseVersionChineseVersionPRfirmNotes

PRfirm:公共關(guān)系公司。是公共關(guān)系咨詢公司、公共關(guān)系顧問(wèn)公司、公共關(guān)系事務(wù)所和公共關(guān)系服務(wù)公司等獨(dú)立的公共關(guān)系服務(wù)機(jī)構(gòu)的統(tǒng)稱。公共關(guān)系公司由職業(yè)公共關(guān)系專家和各類公關(guān)專業(yè)人員組成，是專門為社會(huì)組織提供公共關(guān)系咨詢，或受理委托為客戶開展公共關(guān)系活動(dòng)的信息型、智力型和傳播型的服務(wù)性機(jī)構(gòu)。PartI?ReadingTextAAgencyresponsibilities7Aclientexpectsresults.Todeliverontheseexpectationsanagencymust:Spendtimewiththeclientatthebeginningoftherelationshiptogainunderstandingoftheclient’ssalesandmarketingmessages—Whousesthetechnologyorproduct?Whatisthebuyer’sincentivetopurchasetheproduct?Howdoesthetechnology/productcomparetoothersinthemarket?TextA8PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

代理職責(zé)客戶期待結(jié)果。為了達(dá)到預(yù)期的結(jié)果，代理機(jī)構(gòu)必須：在公共關(guān)系的初級(jí)階段花時(shí)間和客戶一起，了解客戶的銷售和營(yíng)銷信息——誰(shuí)使用技術(shù)或產(chǎn)品？顧客購(gòu)買產(chǎn)品的動(dòng)機(jī)是什么？技術(shù)/產(chǎn)品和市場(chǎng)上其他的如何比較？ChineseVersionChineseVersionPartI?ReadingTextAIdentifyinfluencersintheclient’smarket—Whoarethemarketleaders?Whatinfluencespurchasers’decisions?Whatpublicationsdocustomersread?Whowritesaboutthemarket?Maintainon-goingcontactwithmediaandanalystscoveringtheclient’sindustryormarketinordertoremainup-to-dateonkeyissuesandopportunities.Providetheclientwithaconstantflowofnewideasandstrategies.TextA9PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

找出客戶市場(chǎng)的影響者——誰(shuí)是市場(chǎng)的領(lǐng)跑者？什么影響了購(gòu)買者的決定？顧客喜歡讀什么報(bào)刊？誰(shuí)寫有關(guān)市場(chǎng)的內(nèi)容？和那些報(bào)道客戶行業(yè)或市場(chǎng)的媒體和分析家保持聯(lián)系，為了能對(duì)主要問(wèn)題和機(jī)會(huì)有最新的了解。為客戶提供源源不斷的新思路和策略。ChineseVersionChineseVersionPartI?ReadingTextAMaintainaconstantflowofcommunicationwiththeclienttoexchangeideas,addressissuesandadaptthePRprogramtomeetmarketchanges.

Provideexpertiseinmediarelations,positioningandrelatedactivitiesthatwillbenefittheclient’smarketingcommunicationsplanandsupportsalesefforts.WorkwiththeclienttosetclearexpectationsforthePRprogram

upfront.Providetheclientwithdeliverables

andresultsinaproficient,timelymanner.TextA10PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

保持和客戶不斷的溝通來(lái)交換想法、處理問(wèn)題和調(diào)整公關(guān)計(jì)劃以適應(yīng)市場(chǎng)的變化。在媒體關(guān)系、定位和相關(guān)的有利于客戶營(yíng)銷溝通計(jì)劃和支撐銷售活動(dòng)方面提供專業(yè)知識(shí)。和客戶一起工作，預(yù)先設(shè)定公關(guān)計(jì)劃的清晰目標(biāo)。用有效、及時(shí)的方法提供客戶可做得到的事和結(jié)果。ChineseVersionChineseVersiondifficultsentence3NotesProvideexpertiseinmediarelations,positioningandrelatedactivitiesthatwillbenefittheclient’smarketingcommunicationsplanandsupportsalesefforts.譯文：在媒體關(guān)系、定位和相關(guān)的有利于客戶營(yíng)銷傳播計(jì)劃和支撐銷售活動(dòng)方面提供專業(yè)知識(shí)。營(yíng)銷溝通(marketingcommunications)：一直以來(lái)被視為營(yíng)銷管理中非常重要的一環(huán)，是指在（一個(gè)品牌的）營(yíng)銷組合中通過(guò)與(該品牌的)顧客進(jìn)行雙向的信息交流建立共識(shí)而達(dá)成價(jià)值交換的過(guò)程。就本質(zhì)而言，營(yíng)銷與溝通是不可分割的：營(yíng)銷就是溝通，溝通就是營(yíng)銷。營(yíng)銷溝通目的有兩個(gè)：創(chuàng)建品牌和銷售產(chǎn)品。營(yíng)銷溝通的主渠道有廣告、人員推銷、營(yíng)業(yè)推廣、公共關(guān)系、包裝、電話、文信推銷等。PRprogrammeNotes

PRprogramme:公共關(guān)系活動(dòng)基本計(jì)劃。是指和機(jī)構(gòu)運(yùn)行長(zhǎng)遠(yuǎn)發(fā)展規(guī)劃及營(yíng)銷管理戰(zhàn)略的那個(gè)重大問(wèn)題相一致的公共關(guān)系活動(dòng)目標(biāo)藍(lán)圖和行動(dòng)策略。具體的公關(guān)計(jì)劃應(yīng)由7個(gè)部分構(gòu)成：計(jì)劃概要、當(dāng)前機(jī)構(gòu)的公關(guān)關(guān)系狀態(tài)、機(jī)構(gòu)所面臨的機(jī)會(huì)與問(wèn)題分析、機(jī)構(gòu)公關(guān)關(guān)系活動(dòng)目標(biāo)、公關(guān)關(guān)系計(jì)劃的行動(dòng)方案、預(yù)計(jì)的損益表、公共關(guān)系計(jì)劃的實(shí)施控制。Words&Phrasesmarketingcommunicationmarketingcommunication營(yíng)銷溝通，營(yíng)銷傳播upfront預(yù)先deliverable/

/n.可做得到的事PartI?ReadingTextAClientresponsibilities8

AneffectivePRcampaignisnotexecutedinavacuum.Constantcommunicationanddisseminationofinformationbetweentheagencyandtheclientarevitaltosuccess.ForthePRprogramtoachieveitsgoalaclientmust:Providetheagency,inatimelymanner,withtheinformationneededtogetresults—accesstocompanyexecutivesandcustomers,informationonthecustomer’sapplicationofthetechnology,informationonnewproducts,newbusinessrelationshipsandothernewsworthyeventsandfunctions.TextA11PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

客戶的職責(zé)一個(gè)有效的公關(guān)活動(dòng)不是在真空中實(shí)施的。在客戶和公關(guān)公司之間信息不斷的溝通和傳播對(duì)成功來(lái)說(shuō)是至關(guān)重要的。因?yàn)橐_(dá)到公關(guān)計(jì)劃的目標(biāo)一個(gè)客戶必須：及時(shí)提供公關(guān)公司要達(dá)到目的所需信息——接近公司的執(zhí)行官和顧客、顧客使用技術(shù)的信息、新產(chǎn)品的信息、新型企業(yè)關(guān)系和其他有新聞價(jià)值的事件和重大聚會(huì)。ChineseVersionChineseVersionWords&Phrasesvacuumvacuum

n.真空dissemination/

/n.傳播，宣傳newsworthy/

/a.有報(bào)導(dǎo)價(jià)值的PartI?ReadingTextA

Includetheagencyasastrategicmemberofthesalesandmarketingteam—includeagencymembersinsalesandmarketingmeetings,copytheagencyonsalesandmarketingmaterialsthatwillbeusedwithcustomersorthatreferenceimportanteventsthatmayinfluencethecompany.

WorkwiththeagencyfromthebeginningoftherelationshiptoestablishclearexpectationsforthePRprogramandaclearlydefinedandtimelyapprovalprocessformaterials.Maintainaconstantflowofopen,honestcommunicationbetweentheagencyandtheclienttoaddressopportunitiesandproblems,aswellassuccessesandconcerns.TextA12PublicRelationsBasics(I)公共關(guān)系基礎(chǔ)（上）

3.抑制不能體現(xiàn)企業(yè)強(qiáng)調(diào)的要點(diǎn)的行為。你無(wú)需對(duì)其進(jìn)行懲罰或讓其長(zhǎng)期感到不安。而應(yīng)通過(guò)給予建設(shè)性的反饋、口頭警告，書面警告，或者辭退等形式，勸阻該員工不要繼續(xù)其不必要的行為。4.將你希望在職場(chǎng)中所看到的，樹立為行為榜樣。這也許是在職場(chǎng)中最有影響力的方式。如果你希望看到更多的團(tuán)隊(duì)合作，就應(yīng)該更多地參與到團(tuán)隊(duì)活動(dòng)中。ChineseVersionChineseVersiondifficultsentence4NotesWorkwiththeagencyfromthebeginningoftherelationshiptoestablishclearexpectationsforthePRprogramandaclearlydefinedandtimelyapprovalprocessformaterials.翻譯?從公共關(guān)系一開始，就和公關(guān)公司合作，建立公關(guān)計(jì)劃清晰目標(biāo)和一個(gè)明確的、及時(shí)的審批過(guò)程。ComprehensionexercisesTestA-Exercises-mainExercisesBlankFillingMatchingTranslation(

)

A.

Publicrelationshelpspeopletobeinformedaboutcompanies,products,services,technologies,peopleandrelatedissues.(

)B.

Publicrelationsincludesongoingactivitiestoensuretheorganizationhasastrongpublicimage.(

)C.

Publicrelationshelpscompanieshaveagoodfameintheindustry,mediaandcommunity.Tickthecorrectstatementsaboutthedefinitionofpublicrelations.

ComprehensionexercisesExercisesComprehensionexercises1√√√(

)D. Publicrelationsareconductedthroughthemedia,thatis,newspapers,television,magazines,etc.

(

)E. Organizationsusuallyhaveagreatcontroloverthemessageinthemedia.

(

)F. Publicrelationsisasubjectofmanagementsuchasfinance,businessadministration,lawandmarketing.

Tickthecorrectstatementsaboutthedefinitionofpublicrelations.

ComprehensionexercisesExercisesComprehensionexercises1√(

)

A.

newsreleases(

)

B.

tobeinvolvedinanauction(

)

C.

mediatours(

)D.

photos(

)E.

computergames(

)

F.

gossip(

)G.

specialevents(

)H.

bodylanguage(

)I.

sponsorships(

)J.

publicserviceannouncementsTickthefollowingwhicharenotthePRtools.

ComprehensionexercisesExercisesComprehensionexercises2√√√√BlankFillingExercisesBlankFilling2Putthefollowingstatementsintherightcolumn.WhatdoesaPRfirmdo?Whatdoesaclientdo?1.

Waystoinfluencetheorganizationalculture1.TocooperatewitheachotherforsettingcleargoalsforPRplan.2.Togetagencyinvolvedinthesalesandmarketingteam.3.Toprovidetheproductortechnologyexpertise.4.Toprovidethepublicrelationsexpertise.5.Toobtaingoodcommunicationbetweentheagencyandtheclient.6.Tokeepintouchwithmediaandanalystsintheline.7.Toofferlatestideasandstrategies.8.Toprovidetheinformationneededtotheagency.9.TogettheagencythroughthewholeprocessofthePRprogram.10.Tounderstandthemessagesofsalesandmarketing.11.Torecognizewhoaretheinfluencersinthemarket.BlankFillingExercisesBlankFilling2Putthefollowingstatementsintherightcolumn.WhatdoesaPRfirmdo?Whatdoesaclientdo?1,4,6,7,10,111.

Waystoinfluencetheorganizationalculture2,3,5,8,9Key:Matching3MatchtheChineseversionsinColumnBwiththeEnglishphrasesinColumnA.ExercisesMatchingFCEDGABH(

) 1.

newsletter

A.營(yíng)銷溝通(

) 2.targetaudience

B.達(dá)到目標(biāo)(

) 3.newsrelease

C.目標(biāo)公眾(

) 4.pressmeeting

D.新聞發(fā)布會(huì)(

) 5.third-partycredibility

E.新聞稿件(

) 6.marketingcommunications

F.時(shí)事通訊(

) 7.toachieveagoal

G.第三方信任(

) 8.newsworthyevents

H.有新聞價(jià)值的事件TranslationExercisesTranslation4TranslatethefollowingsentencesintoChinese.1.Publicrelationsistheuseofeditorialoutlets(magazines,newspapers,broadcast),specialevents,newslettersandotherPRtoolstoconveyamessagetoatargetedaudience.2.Thereisnoguaranteeoffrequency,howoftenorhowmanytimesyourmessagewillappear,orplacement,whereyourmessagewillappear.Withpublicrelationsareporter/editorisbeing“sold”astory.3.Maintainon-goingcontactwithmediaandanalystscoveringtheclient’sindustryormarketinordertoremainup-to-dateonkeyissuesandopportunities.KeytoTranslationExercisesTranslation4Key1. 公共關(guān)系是編輯渠道（雜志、報(bào)紙、廣播）、特殊事件、時(shí)事通訊和其他用來(lái)向目標(biāo)群體傳播信息的公關(guān)工具的運(yùn)用。2. 沒有頻率的保證，沒有你的信息得多久一次或多少次公布，或地點(diǎn)，在哪里公布。3. 和那些報(bào)道客戶行業(yè)或市場(chǎng)的媒體和分析家保持聯(lián)系，為了能對(duì)主要問(wèn)題和機(jī)會(huì)有最新的了解。PartI?ReadingTextATextAPartI?ReadingTextA1IdentifyingYourTargetMediaThefirststeptogettingmediacoverageforyourbusinessistodecidewhoyourtargetaudienceisandwhichmediayoushouldusetoreachthem.Thesetypesofmediashouldeyourtargetmediaorganizations.Askyourselfwhowillbeinterestedinyourstoryandwhichpublicationsormediawillreachthesepeopleorbusinesses?Yourlistmayinclude:TextA13PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

確定你的目標(biāo)媒體為企業(yè)獲得媒體報(bào)道的第一步是確定你的目標(biāo)受眾是誰(shuí)，你應(yīng)該和找哪些媒體。這些媒體的類型應(yīng)該成為你目標(biāo)媒體的構(gòu)架。問(wèn)一下自己誰(shuí)會(huì)對(duì)你的新聞故事感興趣，哪家出版物或媒體會(huì)送達(dá)這些人或企業(yè)。你的媒體榜單可以包括：ChineseVersionChineseVersionWords&Phrasestargetmediatargetmedia目標(biāo)媒體mediacoverage媒體報(bào)道PartI?ReadingTextAyourlocalpaid-fornewspaperyourlocalfreepaperthefreecountymagazinelocalradioandtelevisiontrade,technicalandprofessionalmagazinescoveringyourtypeofbusinessorexpertisenationalnewspapersconsumerandlifestylemagazinesnationalradioandtelevision—butusuallyyourlocalstationwillfeedyourstorytothenetworkifit’sgoodenoughTextA14PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

本地的付費(fèi)報(bào)紙本地的免費(fèi)報(bào)紙免費(fèi)的縣級(jí)雜志本地電臺(tái)和電視臺(tái)關(guān)于你們企業(yè)類型或?qū)ｉT知識(shí)的貿(mào)易、技術(shù)和專業(yè)雜志。國(guó)內(nèi)報(bào)紙消費(fèi)和生活類雜志國(guó)內(nèi)電臺(tái)和電視臺(tái)——但是如果你們的新聞故事非常好，本地電臺(tái)通常會(huì)將新聞傳播至整個(gè)廣播網(wǎng)。在電話號(hào)碼簿上獲取目標(biāo)出版物的詳細(xì)情況，如威林斯報(bào)刊指南或HollisPress&PublicRelationsAnnual——去本地的圖書館看看。

ChineseVersionChineseVersionPartI?ReadingTextA

2GetdetailsoftargetpublicationsindirectoriessuchasWillingsPressGuideorHollisPress&PublicRelationsAnnual—havealookinyourlocalreferencelibrary.HowtoGetMediaCoverage

3Youcouldsendoutpressreleasesonthesamestorytoanumberofoutlets.Butyou’llneedtotailoreachreleasetotheaudience.TextA15PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

在電話號(hào)碼簿上獲取目標(biāo)出版物的詳細(xì)情況，如威林斯報(bào)刊指南或HollisPress&PublicRelationsAnnual——去本地的圖書館看看。如何獲取媒體報(bào)道

你可以將同樣的新聞稿件寄給許多媒體。但是你需要根據(jù)讀者對(duì)象來(lái)修改每一件新聞稿。ChineseVersionChineseVersionWillingsPressGuideNotesWillingsPressGuide:《威林斯報(bào)刊指南》。該指南是世界領(lǐng)先的媒體名錄，也是英國(guó)大多數(shù)圖書館都訂閱的最重要的報(bào)刊指南。WillingsPressGuide：It’stheworld’sleadingmediadirectory.Whetheryouwanttoresearchnewmarketsorobtainkeypublicationdata,WillingsPressGuideisthefirstportofcallforinstantaccesstoeditorialandadvertisingmediaoutlets;coveringnewspapers,magazines,periodicals,broadcastmediaandonlinepublications.HollisPress&PublicRelationsAnnualNotes

HollisPress&PublicRelationsAnnual:《霍利斯出版與公關(guān)年鑒》。該書列有約30個(gè)國(guó)家從事剪報(bào)業(yè)的新聞機(jī)構(gòu)。

pressreleaseNotes

Apressrelease,newsrelease,mediarelease,pressstatementorvideoreleaseisawrittenorrecordedcommunicationdirectedatmembersofthenewsmediaforthepurposeofannouncingsomethingostensiblynewsworthy.Typically,theyaremailed,faxed,ore-mailedtoassignmenteditorsatnewspapers,magazines,radiostations,televisionstations,ortelevisionnetworks.Words&Phrasespressrelease

pressrelease新聞稿PartI?ReadingTextAWhatCanPublicRelationsDo?4

Forexample,ifasmallengineeringcompanywinsabigItalianorderwithanewmanufacturingtechniquewhichitusesunderlicense,thepressreleaseforthetradeandtechnicalpressshouldhighlightthesuccessofthetechniqueandthecompany’suseofinnovation.5Thepressreleaseforthelocalpaperhowever,shouldbeaboutincreasedemploymentandtheprestigeforthetowninbeatingforeigncompetition.TextA16PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

例如，如果一家小型的工程公司拿到了一張意大利的大訂單，使用有特許的新的生產(chǎn)技術(shù)，新聞稿對(duì)此貿(mào)易和生產(chǎn)工藝技術(shù)的發(fā)布就應(yīng)該強(qiáng)調(diào)其工藝技術(shù)和公司改良運(yùn)用的成功。但是為本地報(bào)紙寫的新聞稿應(yīng)該關(guān)于就業(yè)機(jī)會(huì)的增加和在戰(zhàn)勝國(guó)外競(jìng)爭(zhēng)上給本市帶來(lái)的威望。ChineseVersionChineseVersiondifficultsentence1NotesForexample,ifasmallengineeringcompanywinsabigItalianorderwithanewmanufacturingtechniquewhichitusesunderlicense…:翻譯？例如，如果一家小型的工程公司拿到了一張意大利的大訂單，使用有特許的新的生產(chǎn)技術(shù)……Words&Phrasesprestigeprestige

n.威信，威望PartI?ReadingTextA6TherearemanynaturalPRopportunities:anewproductlaunchnewpremisesnewmembersofstaffanimportantneworderinvolvementwithacharitysignificantanniversaries,e.g.your1,000thcustomerbusinesspartnershipsTextA17PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

有許多現(xiàn)成的公關(guān)機(jī)會(huì)：新產(chǎn)品的推出新經(jīng)營(yíng)場(chǎng)址新職工一份重要的新訂單參與慈善有意義的紀(jì)念日，如，第一千個(gè)顧客。企業(yè)合作ChineseVersionChineseVersionPartI?ReadingTextA7Andyoucancreatepublicityopportunities:submitarticlesforpublication

commissionasurveyonseriousorfunissuesandsendtheresultstothepresssuggestanewspapercompetitionwithyourproductastheprizegiveexpertopinionsandvolunteerquotessendletterstotheeditoronbusinesstopicsusingyourbusinessaddressTextA18PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

你也可以創(chuàng)造宣傳機(jī)會(huì)：給出版物遞送文章委托一項(xiàng)調(diào)查，關(guān)于嚴(yán)肅或有趣的問(wèn)題，并將其結(jié)果送給新聞部門建議報(bào)紙搞競(jìng)賽，將產(chǎn)品作為獎(jiǎng)品提供專家意見和自愿者的話語(yǔ)用企業(yè)的地址，就企業(yè)的話題給編輯寄信ChineseVersionChineseVersionWords&Phrasespublicity

publicity

n.宣傳commission/

/v.委任PartI?ReadingTextABuildingContactswiththeMedia8Introduceyourselftoeditorsoflocalpapersandtrademagazines—perhapsatareceptionoranorganization’sannualdinner.9Newseditorsdecidewhichnewsstorieswillbecoveredbytheirreporters.Ifyoudon’tknowanyofthereporters,contactthenewseditor.10Thefeatureseditorwilldecidewhichlongeranalyticalorbackgroundarticleswillbeincludedinapublication.Thepressreleaseisoneofthekeypointsofcontactwithnewsandfeatureseditors.TextA19PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

和媒體建立關(guān)系向當(dāng)?shù)貓?bào)紙和貿(mào)易雜志的編輯介紹你自己——或許是在一次招待會(huì)上或是在一次機(jī)構(gòu)的年會(huì)上。新聞編輯們決定了其記者寫的哪些新聞會(huì)被報(bào)道。如果你不認(rèn)識(shí)記者，和新聞編輯聯(lián)系。特寫編輯決定哪篇較長(zhǎng)的分析或背景文章會(huì)被收進(jìn)出版物。新聞稿是聯(lián)系新聞和特寫編輯的重要方法之一。ChineseVersionChineseVersionPartI?ReadingTextA11Putjournalistsonyourmailinglistforbackgroundinformationtheymayfindinteresting,suchasyourbusiness’newsletter.12Journalistsworktotightdeadlines—findoutthedeadlineandsupplyyourstorywellinadvance.Ifajournalististryingtogetholdofyou—respondquicklybeforetheirdeadline.TextA20PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

把記者放入你的郵件名單，他們也許對(duì)你們的背景信息感興趣，諸如企業(yè)的實(shí)時(shí)通訊。記者工作時(shí)間緊迫——找出截稿期提前遞上你的新聞稿。如果一名記者想和你聯(lián)系——在截稿期前迅速回復(fù)。ChineseVersionChineseVersionWords&Phrasestighttight

a.(時(shí)間，空間)緊湊的PartI?ReadingTextA

13Journalists’newsagendasaredifferentfromyours.Providewhat’sinterestingtothemandtheiraudience.They’realwayslookingtofillspace,soputtingfactsdowninwriting—includingquotesfromyou—helpsbeforeaconversationwiththem.Emailsaregoodforcuttingandpastingandsoareeasytoeditreadyforpublication.Theotheradvantageisthatemailscanbesentandrespondedtoquicklyandeasily—abigbenefitforajournalistwithatightdeadlinetomeet.TextA21PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

記者的新聞日程安排和你的不一樣。給他們和讀者感興趣的東西。他們總是在找填補(bǔ)空缺的東西，所以記錄事實(shí)——包括你說(shuō)的話——在和他們談話前是非常有幫助的。電子郵件能很好地用來(lái)剪貼，所以易于出版編輯。其它優(yōu)勢(shì)是電子郵件能很迅捷和方便地寄出和回復(fù)——對(duì)一個(gè)時(shí)間緊迫的記者來(lái)說(shuō)是很有利的。ChineseVersionChineseVersionWords&Phrasespastepaste/

/vt.粘，貼PartI?ReadingTextADealingwithBadPublicity14Disgruntledemployeesandcustomers,crisesandaccidentscanallgeneratenegativenewsstories.15

Makesureemployeesknowwhotoreferjournalists’enquiriestoandensurethatonlyemployeeswhoareauthorizedtodosorespondtoenquiries.16Ifajournalistcontactsyou,checktheirdeadline,carefullyconstructawrittenstatement,andrespondintime.Itusuallydoesn’tlookgoodifyourefusetocomment.17Showyouhavedoneeverythingyoureasonablycouldtocorrectanyproblems.TextA22PublicRelationsBasics(II)公共關(guān)系基礎(chǔ)（下）

應(yīng)對(duì)負(fù)面宣傳牢騷滿腹的雇員和顧客、危機(jī)和事故都會(huì)帶來(lái)負(fù)面的新聞。確保雇員知情誰(shuí)去回答記者的提問(wèn)、只有授權(quán)的雇員才能回答提問(wèn)。如果記者聯(lián)系到你，查一下截稿期，小心起草一份書面陳述，及時(shí)回復(fù)。如果你拒絕發(fā)表任何評(píng)論，通常不那么好。給他們看你合理做的一切來(lái)修正錯(cuò)誤的事情。ChineseVersionChineseVersiondifficultsentence2NotesMakesureemployeesknowwhotorefertojournalists’enquiriesandensurethatonlyemployeeswhoareauthorizedtodosorespondtoenquiries.翻譯？確保雇員知情誰(shuí)去回答記者的提問(wèn)，確保只有授權(quán)的雇員才能回答提問(wèn)。Words&Phrasesdisgruntledisgruntle/

/vt.使不滿，使不高興PartI?ReadingTextA18Ifthere’satrickyfollow-upquestion,taketimetoputyourcaseforwardandrestate