商务英语的BEC课堂笔记之Unit4(2)

商务英语的BEC课堂笔记之Unit4(2)

What is public relations ？什么叫公共关系？

The benefits of good PR 良好公共关系的益处

词汇准备

public image 公众形象

advertising campaign 广告宣传活动

pany values 公司价值观

dealership 商品经销特许权，特许经销商

point-of-sale 销售网点

showroom 展示厅

manufacturing plant 制造厂

image 形象

pany image 公司形象

up-to-date 现代的

survey 调查

product launch 产品

press coverage 报界对…的报道

customer satisfaction survey 顾客满意程度调查

motoring magazine 汽车杂志

display 陈列品

venue 地点

invitation 邀请函

freelance journalist 自由撰稿人

information packs 资料袋

advance preparation 预先准备 senior executive 高级主管

itinerary 路线，旅程

brief 简介

management staff 管理人员

听力训练

①. listening : Eilish O’shea, Public Relations

Manager at Skoda UK, talks about her job. Before you listen,

decide whether the following are the responsibility of the

PR or Marketing Department at Skoda. 斯柯达英国公司的公关经理艾丽茜欧希谈论她的工作。听之前，先判断以下各项在斯柯达英国公司是属于公共关系部还是销售部的职责。

Communication with the press

Research into the public’s needs

Development of the pany’s reputation

Brand development

Decisions about product pricing

Public awareness of pany values

与报界沟通

研究公众的需求

拓展公司名声

品牌开发

决定产品价格

公众对公司价值观的了解

要点解释 1 my job is to plan and manage the public relations

strategy for the Skoda brand in the UK. 我的工作是为在英国的斯柯达品牌制定方案和公关策略

2 This means I’m responsible for dealing with the

press, television and radio, as well as munications with

the public and personnel in our UK dealerships. 这就是说，我的职责是负责应对报界，电视和之声，也负责与公众以及与英国的特许经销商的沟通。其中的to be responsible for 意为“对…负责”；而the public 是指“公众”。

3 The primary role of PR is to create understanding

with the public.公关的首要作用是与公众达成互相理解。

4 the heart of the organization 组织的核心

5 our objective is to give an aurate picture of the

pany, its brand and what it believes in. 我们的目标是准确树立公司的形象，公司品牌以及与公司理念有关的形象。

6 …that the public has a positive image of the pany 公众对公司有一个良好的形象。

7 PR, on the other hand ,it is more concerned with

establishing and maintaining goodwill and understanding

between the pany and its public. 从另外一方面说，公关更关注公司与公众之间建立并维系一种友好的理解

8 In PR you have to build long-term relationships with

journalist as because you work with them on a regular basis

and trust is absolutely essential. 在公关部，你要与记者们建立一种长期的关系，因为你需要经常与他们合作，而相互信任上必不可少的。

manage the public relations strategy 管理公关策略

deal with the press,TV and radio 应对报界，电视和之声

provide the press and public with information 向报界和公众提供信息

give an aurate picture of the pany 树立良好的公司形象

maintain goodwill and understanding 维系一种友好关系，达成互相理解

build long-term relationships 建立长期关系

听力训练

②. listening

Eilish explains how Skoda changed public attitudes to

the brand when it was re-launched in the UK in 1995. before

you listen, suggest how the pany achieved this. Then listen

and check your answers. 艾丽茜谈斯柯达公司1995年重新开张时是怎样改变公众态度的。听之前，先试着公司是怎样达成这一目标的，然后再听，并核对正确答案。

参考答案

要点解释

1．But that was because of people’s misconceptions

about the quality of central European engineering. 但那是因为人们对中欧制造工艺的质量有误解。

2．So how did you go about municating this reality to

the public? 那么你是怎样着手把实际情况告诉公众的。 3．When we re-entered the UK with the new model, the

Felicia, in 1995, we put a huge emphasis on advertising,

everything from national advertising to point-of-sale

material in the showrooms. 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。

4．So, our job was to municate the quality of Skoda to

the motoring press. 所以，我们的责任是向汽车报界宣传斯柯达的产品质量。

5．You certainly won over the press. 你们当然赢得了报界。

6．Skoda recently came top of a major consumer

magazine’s annual survey of car owners. It’s the biggest

customer satisfaction survey of this kind in the UK-based

on over 40 000 car owners. 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40 000名汽车拥有者进展的同类调查中规模最大的顾客满意度调查。

7．The results of the survey made the evening news on

the National TV. 调查结果上了国内电视台的晚间新闻。这里的make 一词的意思为“因有某种特点或者品质而成为”，“可转变为”，“适宜作……”。比方，he will make a fine teacher. 他将来可以成为一个好教师。又比方：this magazine makes

pleasant reading. 这份杂志是富有乐趣的读物。 8．And that is the real enjoyment for me，seeing my

ideas having a clear effect on the forward direction of the

brand. 真正使我感到快乐的，是看到自己的观点对品牌的开展起着明显的作用。

9．It is down to me to sort out any problems, so when

things go well, I really feel I’m making an important

contribution to the suess of the pany. 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奉献。这里的down 作形容词，意思是“已安排，排定”

口语练习

Speaking; Work in pairs. What is the public image of

your partner’s pany and its products? Does your partner

share the same view of the pany? 结合练习，你伙伴的公司有什么公众形象？提供什么产品，效劳，你的伙伴是否与其公司的看法一致？

参考词汇和表达

do whatever it appropriate to promote its image. 竭尽全力来宣传公司的形象

create the image that attracts and retains clients. 树立能够吸引并保住客户的形象

ponents of a overall image include advertising,

marketing munications ,publicity, pany locations, prices

and product positioning, etc. 公司整体形象各组成要素包括广告，营销系统，宣传活动，公司所处地段，产品价格，产品定位，等等。