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.你们当然赢得了报界。6.Skodarecentlycametopofamajorconsumermagazine’sannualsurveyofowners.It’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40,000carowners.在最近一家消费者杂志举办的对汽车拥有者的年度调查中，斯柯达获得了第一的名次。这是在英国举行的对40000名汽车拥有着进行的同类调查中规模最大的顾客满意度调查。7.

TheresultsofthesurveymadetheeveningnewsonnationalTV…调查结果上了国内电视台的晚间新闻make意为“因有某特点或品质而成为”

“可转变为”

“适宜作…”e.g.Hewillmakeafineteacher.Thismagazinemakespleasantreading.这份杂志是富于乐趣的读物。8.

Andthat’stherealenjoymentforme,seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正使我感到快乐的，是看到自己的观点对品牌的发展起着明显的作用。9.It’sdowntometosortoutanyproblems….安排由我负责处理各种问题downadj.“已安排，排定”e.g.Themeetingisdownfornextweek.MyparentsseemtohavehadmedownforcollegeinEngland.KeyTocommunicatethequalityofthenewSkoda,anemphasiswasputonadvertising.Inaddition,thePRDepartmentarrangedforjournaliststovisitSkoda’smodernproductionplantsincentralEurope,toencouragepositivereportsonequalityofSkodainthepress.ThepositivepublicityforSkodainthemediaalsoincreasedwhenthebrandcametopinacustomersatisfactionsurvey.1.B

butthatwasbecauseofpeople’smisunderstandingaboutthequalityofcentralEuropeanengineering.可见，人们由于对其质量有误解而取笑它。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年以来公司创纪录的销售说明公司获得的利润很大。8.BLanguagepoints1.Butthatwasbecauseofpeople’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那是因为人们对中欧制造工艺的质量有误解。

2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年，当我们以弗雷西亚车型重新打入英国市场时候，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。

Languagepoints3.So,ourjobwastocommunicatethequalityofSkodatothemotoringpress.所以，我们的责任是向汽车报界宣传斯柯达的产品质量。4.Skodarecentlycametopofamajorconsumermagazine’sannualsurveyofcarowners.It’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40000carowners.在最近的一家消费者杂志举办的对汽车拥有者的调查中，斯柯达获得了第一的名次。这是在英国举行的对40000名汽车拥有者进行的同类调查中规模最大的顾客满意度调查。Languagepoints5.Andthatistherealenjoymentforme，seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正使我感到快乐的，是看到自己的观点对品牌的发展起着明显的作用。6.Itisdowntometosortoutanyproblems,sowhenthingsgowell,IreallyfeelI’mmakinganimportantcontributiontothesuccessofthecompany.安排由我负责处理各种问题，所以如果一切顺利，我就感到自己的对公司的成功作出了很重要的贡献。down作形容词，“已安排，排定”

OrganizingaPRevent

ReadingStep1HaveaquicklookatthescheduleofthepresslaunchoftheSkodaOctaviaandgetageneralideaofit.Step2Askstudentstocompletethetasksaccordingtotheplanofeachphase.Step3Checktheanswersandexplainsomelanguagepoints.LanguagePoints1.Makesurelaunchdatedoesnotclashwithothermanufacturers.确保产品发布会日期和其它制造商的不冲突。

launch做动词，可指“推出新计划”，“把新产品投放市场”.如:Theairlinewilllaunchitstransatlanticservicenextmonth.航空公司将在下个月推出新的越洋服务。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.选择并预定场地；决定发布会的活动形式和邀请名单。3.Sendoutinvitationsandmonitorreplies.发出邀请并监控回复。Monitor“监控”e.g.Thenursemonitoredthepatient'sconditioncarefully.护士很细心地监察病人的状况4.Runin“试开”，“试运转”.e.g.Iamrunningmynewcarin.我正在试开我的新车。5.Photographytakesplace,Choosepicturesforpressinformationpacksandsendtoprinters.照相，选择相片并送去打印。

6.Finalisedetailswithvenue(roombookings,presentations,menus,packingetc.)最后确定场所以及具体安排。（预定房间，报告厅，菜单，停车场）7.Preparewelcomeinformationanditinerariesforguests.准备好欢迎信息和线路。Itinerary“线路”e.g.Hehassomemoreplacestovisitonhisitinerary.他在