BEC中級閱讀第七課時8

BEC中級閱讀第七課時8

Questions1-6

Readthearticlebelowaboutpublicrelations.

Foreachquestion1-6,markoneletter(A,B,CorD)onyourAnswerSheet,fortheansweryouchoose.

PublicRelations

Acompanydoesnotfunctioninavacuum,butratheraspartofasociety.Thatsocietyconsistsofthepeoplewhoworkforit,thepeopleandcompaniesthatdobusinesswithit,thepublicatlarge,andthegovernmentthatregulatesandtaxesit.Thesegroupsareknownasacompany’s“publics.”Inorderforacompanytodealwiththesepublicseffectively,arelationshipoftrustmustexist.Employeeswillnotcooperatewithorputforththeirbesteffortsforacompanythattheydonottrustorthattheyfeelistakingadvantageofthem.Thepublicwillnotbuyproductsorservicesfromacompanythat,intheirview,isnotresponsibleortrustworthy.Andthegovernment,astheprotectorofthesocietyitgoverns,isespeciallyvigilantindealingwithacompanythatitregardsasnotoperatinginthepublicinterest.Giventhesecircumstances,everybusiness,whetheritisagiantcorporationorasmallfactory,afive-starhoteloraroadsidetavern,needstogivesomethoughttotherelationshipithaswithallthevariouspublicsitinteractswith.Thetechniquesthatacompanyusestoimprovetheserelationshipsareknownas“publicrelations”,alsocalledPR.

Thegoalofpublicrelationsisusuallytoimprovetheclimateoratmosphereinwhichacompanyoperates.Herearesomeresultsacompanymightexpectfromasuccessfulpublicrelationscampaign:

Itsproductsandservicesarebetterknown.

Itsrelationshipwithemployeeshasimproved.

Itspublicreputationhasimproved.

Asuccessfulpublicrelationscampaigncangetpeopletodosomethingthatwillhelpacompany,stopthemfromdoingsomethingthatmighthurtit,oratleastallowthecompanytoproceedwithacourseofactionwithoutcriticism.“Anorganizationwithgoodpublicrelationshasafavourableimageorreputation,perhapsasaresultofpublicrelationsactivities.”SaysRichardWeiner,anotedandaward-winningpublicrelationscounselor.Indevelopingandimplementingpublicrelationsplans,companiesoftenuseasimplefive-stepprocess:researchorfactfinding,planning,action,communication,andevaluation.

AclassicexampleofpublicrelationsatworkisMcDonald’s.IthasalwaysbeenimportanttoMcDonald’stobeknownasacompanythatvaluescleanliness.Indeed,founderRayKrocemphasizedcleanlinessalongwithquality,service,andvalueasbeingthefourmostimportantthingsinanyMcDonald’soperation.Forthatreason,KrocinstructedthefirstMcDonald’sfranchiseestopickupalllitterwithinatwoblockradiusoftheirstores,whetheritwasMcDonald’slitterornot.Thecompanyalsodidmanyotherthingstohelpprotecttheenvironment.In1990,itannouncedaprogramcalledMcRecycleinwhichMcDonald’scommitteditselftobuy$100millioninrecycledmaterialsforuseinbuildingandremodelingitsrestaurants.Itisimportanttounderstandtherolepublicrelationshasplayedinallthecompany’sdecisions.McDonald’shasalwaysbeensociallyresponsibleandextremelyconcernedaboutitsimage.Thesetwofactsarepartandparcelofitspublicrelationships.ToMcDonald’s,publicrelationshipsactivitiesgomuchdeeperthansimplysendingoutpressreleasesandhavingcorporateofficersserveonvariouscharitableboards.Thecompanyunderstandsthatrealpublicrelationsmeanstakingsignificantactionfirst,thenannouncingthemtothepublic.Withoutthefirststep,thesecondwouldbemeaningless.Manycompaniesdonotunderstandthisbasicprinciple:Ifyouwanttomakenews,youmustfirstdosomethingnewsworthy.

1.Accordingtothepassage,acompany’spublicsreferto

A.peopleinasociety

B.employeesandemployerswithinacompany

C.peopleandorganizationinandoutsideacompany

D.thecompanyandthegovernment

2.Agoodpublicrelationshipisbasedon

A.mutualunderstanding

B.mutualfamiliarity

C.mutualattraction

D.mutualtrust

3.Theaimofpublicrelationsisto

A.improveacompany’soperatingenvironment

B.makeacompany’sproductsknowntothepublic

C.makeacompany’snameknowntothepublic

D.establishagoodrelationshipwithemployees

4.Thepassagetellsusthatagoodreputationofacompanymostlycomesfrom

A.itshighqualityproducts

B.thefameofitsexecutives

C.itspublicrelationactivities

D.itsrelationshipwiththegovernment

5.Accordingtothetext,howmanystepsareusuallyadoptedtoimplementpublicrelationsplans?

A.Three.

B