我的工作是為在英國的斯柯達(dá)品牌制定計(jì)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(dá)品牌制定計(jì)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(fù)責(zé)應(yīng)對報(bào)界，電視和電臺(tái)，也負(fù)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(fù)責(zé)”；而thepublic是指“公眾”。3.TheprimaryroleofPRistocreateunderstandingwiththepublic.公關(guān)的首要作用是與公眾達(dá)成相互理解.4.

theheartoftheorganization.

組織的核心5.Ourobjectiveistogiveanaccuratepictureofthecompany,itsbrandsandwhatitbelievesin.

我們的目標(biāo)就是準(zhǔn)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?yàn)槟阋?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?yàn)槿藗儗χ袣W制造工藝的質(zhì)量有誤解。2.Sohowdidyougoaboutcommunicatingthisrealitytothepublic?那么你是怎樣著手把實(shí)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(fèi)雷西亞車型重新打入英國市場時(shí)，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(diǎn)的廣告材料。4.so,ourjobwastocommunicatethequalityofSkodatothemotoringpress.因此，我們的任務(wù)是向汽車報(bào)界宣傳斯柯達(dá)的產(chǎn)品質(zhì)量。5.

Youcertainlywonoverthepress.你們當(dāng)然贏得了報(bào)界。6.Skodarecentlycametopofamajorconsumermagazine’sannualsurveyofowners.It’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40,000carowners.在最近一家消費(fèi)者雜志舉辦的對汽車擁有者的年度調(diào)查中，斯柯達(dá)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(jìn)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(jié)果上了國內(nèi)電視臺(tái)的晚間新聞make意為“因有某特點(diǎn)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(diǎn)對品牌的發(fā)展起著明顯的作用。9.It’sdowntometosortoutanyproblems….安排由我負(fù)責(zé)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(jì)錄的銷售說明公司獲得的利潤很大。8.BLanguagepoints1.Butthatwasbecauseofpeople’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那是因?yàn)槿藗儗χ袣W制造工藝的質(zhì)量有誤解。

2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年，當(dāng)我們以弗雷西亞車型重新打入英國市場時(shí)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(diǎn)的廣告材料。

Languagepoints3.So,ourjobwastocommunicatethequalityofSkodatothemotoringpress.所以，我們的責(zé)任是向汽車報(bào)界宣傳斯柯達(dá)的產(chǎn)品質(zhì)量。4.Skodarecentlycametopofamajorconsumermagazine’sannualsurveyofcarowners.It’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40000carowners.在最近的一家消費(fèi)者雜志舉辦的對汽車擁有者的調(diào)查中，斯柯達(dá)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(jìn)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(diǎn)對品牌的發(fā)展起著明顯的作用。6.Itisdowntometosortoutanyproblems,sowhenthingsgowell,IreallyfeelI’mmakinganimportantcontributiontothesuccessofthecompany.安排由我負(fù)責(zé)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(xiàn)。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(huì)日期和其它制造商的不沖突。

launch做動(dòng)詞，可指“推出新計(jì)劃”，“把新產(chǎn)品投放市場”.如:Theairlinewilllaunchitstransatlanticservicenextmonth.航空公司將在下個(gè)月推出新的越洋服務(wù)。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.選擇并預(yù)定場地；決定發(fā)布會(huì)的活動(dòng)形式和邀請名單。3.Sendoutinvitationsandmonitorreplies.發(fā)出邀請并監(jiān)控回復(fù)。Monitor“監(jiān)控”e.g.Thenursemonitoredthepatient'sconditioncarefully.護(hù)士很細(xì)心地監(jiān)察病人的狀況4.Runin“試開”，“試運(yùn)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(yù)定房間，報(bào)告廳，菜單，停車場）7.Preparewelcomeinformationanditinerariesforguests.準(zhǔn)備好歡迎信息和線路。Itinerary“線路”e.g.Hehassomemoreplacestovisitonhisitinerary.他在