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(jīng)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(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，我們的任務是向汽車報界宣傳斯柯達的產(chǎn)品質(zhì)量。5.

Youcertainlywonoverthepress.你們當然贏得了報界。6.Skodarecentlycametopofamajorconsumermagazine’sannualsurveyofowners.It’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40,000carowners.在最近一家消費者雜志舉辦的對汽車擁有者的年度調(diào)查中，斯柯達獲得了第一的名次。這是在英國舉行的對40000名汽車擁有著進行的同類調(diào)查中規(guī)模最大的顧客滿意度調(diào)查。7.

TheresultsofthesurveymadetheeveningnewsonnationalTV…調(diào)查結果上了國內(nèi)電視臺的晚間新聞make意為“因有某特點或品質(zhì)而成為”

“可轉(zhuǎn)變?yōu)椤?/p>

“適宜作…”e.g.Hewillmakeafineteacher.Thismagazinemakespleasantreading.這份雜志是富于樂趣的讀物。8.

Andthat’stherealenjoymentforme,seeingmyideashavingacleareffectontheforwarddirectionofthebrand.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’sdowntometosortoutanyproblems….安排由我負責處理各種問題downadj.“已安排，排定”e.g.Themeetingisdownfornextweek.MyparentsseemtohavehadmedownforcollegeinEngland.KeyTocommunicatethequalityofthenewSkoda,anemphasiswasputonadvertising.Inaddition,thePRDepartmentarrangedforjournaliststovisitSkoda’smodernproductionplantsincentralEurope,toencouragepositivereportsonequalityofSkodainthepress.ThepositivepublicityforSkodainthemediaalsoincreasedwhenthebrandcametopinacustomersatisfactionsurvey.1.B

butthatwasbecauseofpeople’smisunderstandingaboutthequalityofcentralEuropeanengineering.可見，人們由于對其質(zhì)量有誤解而取笑它。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1995年以來公司創(chuàng)紀錄的銷售說明公司獲得的利潤很大。8.BLanguagepoints1.Butthatwasbecauseofpeople’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那是因為人們對中歐制造工藝的質(zhì)量有誤解。

2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年，當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。

Languagepoints3.So,ourjobwastocommunicatethequalityofSkodatothemotoringpress.所以，我們的責任是向汽車報界宣傳斯柯達的產(chǎn)品質(zhì)量。4.Skodarecentlycametopofamajorconsumermagazine’sannualsurveyofcarowners.It’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40000carowners.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40000名汽車擁有者進行的同類調(diào)查中規(guī)模最大的顧客滿意度調(diào)查。Languagepoints5.Andthatistherealenjoymentforme，seeingmyideashavingacleareffectontheforwarddirectionofthebrand.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。6.Itisdowntometosortoutanyproblems,sowhenthingsgowell,IreallyfeelI’mmakinganimportantcontributiontothesuccessofthecompany.安排由我負責處理各種問題，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。down作形容詞，“已安排，排定”

OrganizingaPRevent

ReadingStep1HaveaquicklookatthescheduleofthepresslaunchoftheSkodaOctaviaandgetageneralideaofit.Step2Askstudentstocompletethetasksaccordingtotheplanofeachphase.Step3Checktheanswersandexplainsomelanguagepoints.LanguagePoints1.Makesurelaunchdatedoesnotclashwithothermanufacturers.確保產(chǎn)品發(fā)布會日期和其它制造商的不沖突。

launch做動詞，可指“推出新計劃”，“把新產(chǎn)品投放市場”.如:Theairlinewilllaunchitstransatlanticservicenextmonth.航空公司將在下個月推出新的越洋服務。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.選擇并預定場地；決定發(fā)布會的活動形式和邀請名單。3.Sendoutinvitationsandmonitorreplies.發(fā)出邀請并監(jiān)控回復。Monitor“監(jiān)控”e.g.Thenursemonitoredthepatient'sconditioncarefully.護士很細心地監(jiān)察病人的狀況4.Runin“試開”，“試運轉(zhuǎn)”.e.g.Iamrunningmynewcarin.我正在試開我的新車。5.Photographytakesplace,Choosepicturesforpressinformationpacksandsendtoprinters.照相，選擇相片并送去打印。

6.Finalisedetailswithvenue(roombookings,presentations,menus,packingetc.)最后確定場所以及具體安排。（預定房間，報告廳，菜單，停車場）7.Preparewelcomeinformationanditinerariesforguests.準備好歡迎信息和線路。Itinerary“線路”e.g.Hehassomemoreplacestovisitonhisitinerary.他在