我的工作是为在英国的斯柯达品牌制定计划和管理公关策

BEC-II

Unit4bPublicrelations

Objectives:ToenableSstotalkaboutthefunctionofPR

TopractisereadingandlisteningforspecificinformationWhatispublicrelations?

ListeningStep1Havealookatthedirection,listentothedialogueandgetageneralideaaboutit.Step2Listentothedialogueagainandfinishtheexercise.Step3Checktheanswersandexplainsomelanguagepoints.Explanation

1.

MyjobistoplanandmanagethepublicrelationsstrategyfortheSkodabrandintheUK.我的工作是为在英国的斯柯达品牌制定计划和管理公关策略.2.ThismeansI’mresponsiblefordealingwiththepress,televisionandradio,aswellascommunicationswiththepublicandpersonnelinourUKdealerships.

这就是说，我的职责是负责应对报界，电视和电台，也负责与公众以及与英国的特许经销商的沟通。其中的toberesponsiblefor意为“对…负责”；而thepublic是指“公众”。3.TheprimaryroleofPRistocreateunderstandingwiththepublic.公关的首要作用是与公众达成相互理解.4.

theheartoftheorganization.

组织的核心5.Ourobjectiveistogiveanaccuratepictureofthecompany,itsbrandsandwhatitbelievesin.

我们的目标就是准确树立公司的形象，公司品牌以及公司的信仰。6.PR,ontheotherhand,ismoreconcernedwithestablishingandmaintaininggoodwillandunderstandingbetweenthecompanyanditspublic.从另一方面来说，公关则更加关注在公司与公众之间建立并维系一种友好的关系和相互理解。7.InPRyouhavetobuildlong-termrelationshipswithyourjournalistsbecauseyouworkwiththemonaregularbasisandtrustisabsolutelyessential.在公关部，你要与记者们建立一种长期的关系，因为你要经常与他们合作，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.但那是因为人们对中欧制造工艺的质量有误解。2.Sohowdidyougoaboutcommunicatingthisrealitytothepublic?那么你是怎样着手把实际情况介绍给公众的呢？3.whenwere-enteredtheUKmarketplacewithamewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年，当我们以费雷西亚车型重新打入英国市场时，我们高度重视广告宣传，包括国内广告到各展示厅销售点的广告材料。4.so,ourjobwastocommunicatethequalityofSkodatothemotoringpress.因此，我们的任务是向汽车报界宣传斯柯达的产品质量。5.Youcertainlywonoverthepress.你们当当然赢赢得了了报界界。6.Skodarecentlycametopofamajorconsumermagazine’’sannualsurveyofowners.It’’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40,000carowners.在最近近一家家消费费者杂杂志举举办的的对汽汽车拥拥有者者的年年度调调查中中，斯斯柯达达获得得了第第一的的名次次。这这是在在英国国举行行的对对40000名名汽车车拥有有着进进行的的同类类调查查中规规模最最大的的顾客客满意意度调调查。。7.TheresultsofthesurveymadetheeveningnewsonnationalTV……调查结结果上上了国国内电电视台台的晚晚间新新闻make意为““因有有某特特点或或品质质而成成为””“可转转变为为”“适宜宜作…”e.g.Hewillmakeafineteacher.Thismagazinemakespleasantreading.这份杂杂志是是富于于乐趣趣的读读物。。8.Andthat’’stherealenjoymentforme,seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正使使我感感到快快乐的的，是是看到到自己己的观观点对对品牌牌的发发展起起着明明显的的作用用。9.It’’sdowntometosortoutanyproblems…….安排由由我负负责处处理各各种问问题downadj.““已安排排，排排定”e.g.Themeetingisdownfornextweek.MyparentsseemtohavehadmedownforcollegeinEngland.KeyTocommunicatethequalityofthenewSkoda,anemphasiswasputonadvertising.Inaddition,thePRDepartmentarrangedforjournaliststovisitSkoda’’smodernproductionplantsincentralEurope,toencouragepositivereportsonequalityofSkodainthepress.ThepositivepublicityforSkodainthemediaalsoincreasedwhenthebrandcametopinacustomersatisfactionsurvey.1.Bbutthatwasbecauseofpeople’’smisunderstandingaboutthequalityofcentralEuropeanengineering.可可见，，人们们由于于对其其质量量有误误解而而取笑笑它。。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年年以以来来公公司司创创纪纪录录的的销销售售说说明明公公司司获获得得的的利利润润很很大大。。8.BLanguagepoints1.Butthatwasbecauseofpeople’’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那那是是因因为为人人们们对对中中欧欧制制造造工工艺艺的的质质量量有有误误解解。。2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年年，，当当我我们们以以弗弗雷雷西西亚亚车车型型重重新新打打入入英英国国市市场场时时候候，，我我们们高高度度重重视视广广告告宣宣传传，，包包括括国国内内广广告告到到各各展展示示厅厅销销售售点点的的广广告告材材料料。。Languagepoints3.So,ourjobwastocommunicatethequalityofSkodatothemotoringpress.所以以，，我我们们的的责责任任是是向向汽汽车车报报界界宣宣传传斯斯柯柯达达的的产产品品质质量量。。4.Skodarecentlycametopofamajorconsumermagazine’’sannualsurveyofcarowners.It’’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40000carowners.在最最近近的的一一家家消消费费者者杂杂志志举举办办的的对对汽汽车车拥拥有有者者的的调调查查中中，，斯斯柯柯达达获获得得了了第第一一的的名名次次。。这这是是在在英英国国举举行行的的对对40000名名汽汽车车拥拥有有者者进进行行的的同同类类调调查查中中规规模模最最大大的的顾顾客客满满意意度度调调查查。。Languagepoints5.Andthatistherealenjoymentforme，，seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正正使使我我感感到到快快乐乐的的，，是是看看到到自自己己的的观观点点对对品品牌牌的的发发展展起起着着明明显显的的作作用用。。6.Itisdowntometosortoutanyproblems,sowhenthingsgowell,IreallyfeelI’’mmakinganimportantcontributiontothesuccessofthecompany.安排排由由我我负负责责处处理理各各种种问问题题，，所所以以如如果果一一切切顺顺利利，，我我就就感感到到自自己己的的对对公公司司的的成成功功作作出出了了很很重重要要的的贡贡献献。。down作作形形容容词词，，““已已安安排排，，排排定定””OrganizingaPReventReadingStep1HaveaquicklookatthescheduleofthepresslaunchoftheSkodaOctaviaandgetageneralideaofit.Step2Askstudentstocompletethetasksaccordingtotheplanofeachphase.Step3Checktheanswersandexplainsomelanguagepoints.LanguagePoints1.Makesurelaunchdatedoesnotclashwithothermanufacturers.确确保保产产品品发发布布会会日日期期和和其其它它制制造造商商的的不不冲冲突突。。launch做做动动词词，，可可指指““推推出出新新计计划划””，，““把把新新产产品品投投放放市市场场””.如:Theairlinewilllaunchitstransatlanticservicenextmonth.航空空公公司司将将在在下下个个月月推推出出新新的的越越洋洋服服务务。。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.选选择择并并预预定定场场地地；；决决定定发发布布会会的的活活动动形形式式和和邀邀请请名名单单。。3.Sendoutinvitationsandmonitorreplies.发发出邀请请并监控回回复。Monitor“监监控”e.g.Thenursemonitoredthepatient'sconditioncarefully.护士很细心心地监察病病人的状况况4.Runin“试开开”，“试试运转”.e.g.Iamrunningmynewcarin.我正在在试开我的的新车。5.Photographytakesplace,Choosepicturesforpressinformationpacksandsendtoprinters.照相，选择择相片并送送去打印。。6.Finalisedetailswithvenue(roombookings,presentations,menus,packingetc.)最后确定场场所以及具具体安排。。（预定房房间，报告告厅，菜单单，停车场场）7.Preparewelcomeinformationanditinerariesforguests.准备备好欢迎信信息和线路路。Itinerary“线路路”e.g.Hehassomemoreplacestovisitonhisitinerary.他在旅旅