我的工作是為在英國(guó)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(guó)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(shuō)，我的職責(zé)是負(fù)責(zé)應(yīng)對(duì)報(bào)界，電視和電臺(tái)，也負(fù)責(zé)與公眾以及與英國(guó)的特許經(jīng)銷(xiāo)商的溝通。其中的toberesponsiblefor意為“對(duì)…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(shù)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(lái)說(shuō)，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(zhǎng)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?duì)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(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(chē)型重新打入英國(guó)市場(chǎng)時(shí)，我們高度重視廣告宣傳，包括國(guó)內(nèi)廣告到各展示廳銷(xiāo)售點(diǎn)的廣告材料。4.so,ourjobwastocommunicatethequalityofSkodatothemotoringpress.因此，我們的任務(wù)是向汽車(chē)報(bào)界宣傳斯柯達(dá)的產(chǎn)品質(zhì)量。5.Youcertainlywonoverthepress.你們當(dāng)當(dāng)然贏贏得了了報(bào)界界。6.Skodarecentlycametopofamajorconsumermagazine’’sannualsurveyofowners.It’’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40,000carowners.在最近近一家家消費(fèi)費(fèi)者雜雜志舉舉辦的的對(duì)汽汽車(chē)擁?yè)碛姓哒叩哪昴甓日{(diào)調(diào)查中中，斯斯柯達(dá)達(dá)獲得得了第第一的的名次次。這這是在在英國(guó)國(guó)舉行行的對(duì)對(duì)40000名名汽車(chē)車(chē)擁有有著進(jìn)進(jìn)行的的同類(lèi)類(lèi)調(diào)查查中規(guī)規(guī)模最最大的的顧客客滿意意度調(diào)調(diào)查。。7.TheresultsofthesurveymadetheeveningnewsonnationalTV……調(diào)查結(jié)結(jié)果上上了國(guó)國(guó)內(nèi)電電視臺(tái)臺(tái)的晚晚間新新聞make意為““因有有某特特點(diǎn)或或品質(zhì)質(zhì)而成成為””“可轉(zhuǎn)轉(zhuǎn)變?yōu)闉椤薄斑m宜宜作…”e.g.Hewillmakeafineteacher.Thismagazinemakespleasantreading.這份雜雜志是是富于于樂(lè)趣趣的讀讀物。。8.Andthat’’stherealenjoymentforme,seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正使使我感感到快快樂(lè)的的，是是看到到自己己的觀觀點(diǎn)對(duì)對(duì)品牌牌的發(fā)發(fā)展起起著明明顯的的作用用。9.It’’sdowntometosortoutanyproblems…….安排由由我負(fù)負(fù)責(zé)處處理各各種問(wèn)問(wèn)題downadj.““已安排排，排排定”e.g.Themeetingisdownfornextweek.MyparentsseemtohavehadmedownforcollegeinEngland.KeyTocommunicatethequalityofthenewSkoda,anemphasiswasputonadvertising.Inaddition,thePRDepartmentarrangedforjournaliststovisitSkoda’’smodernproductionplantsincentralEurope,toencouragepositivereportsonequalityofSkodainthepress.ThepositivepublicityforSkodainthemediaalsoincreasedwhenthebrandcametopinacustomersatisfactionsurvey.1.Bbutthatwasbecauseofpeople’’smisunderstandingaboutthequalityofcentralEuropeanengineering.可可見(jiàn)，，人們們由于于對(duì)其其質(zhì)量量有誤誤解而而取笑笑它。。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年年以以來(lái)來(lái)公公司司創(chuàng)創(chuàng)紀(jì)紀(jì)錄錄的的銷(xiāo)銷(xiāo)售售說(shuō)說(shuō)明明公公司司獲獲得得的的利利潤(rùn)潤(rùn)很很大大。。8.BLanguagepoints1.Butthatwasbecauseofpeople’’smisconceptionsaboutthequalityofcentralEuropeanengineering.但那那是是因因?yàn)闉槿巳藗儌儗?duì)對(duì)中中歐歐制制造造工工藝藝的的質(zhì)質(zhì)量量有有誤誤解解。。2.Whenwere-enteredtheUKwiththenewmodel,theFelicia,in1995,weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialintheshowrooms.1995年年，，當(dāng)當(dāng)我我們們以以弗弗雷雷西西亞亞車(chē)車(chē)型型重重新新打打入入英英國(guó)國(guó)市市場(chǎng)場(chǎng)時(shí)時(shí)候候，，我我們們高高度度重重視視廣廣告告宣宣傳傳，，包包括括國(guó)國(guó)內(nèi)內(nèi)廣廣告告到到各各展展示示廳廳銷(xiāo)銷(xiāo)售售點(diǎn)點(diǎn)的的廣廣告告材材料料。。Languagepoints3.So,ourjobwastocommunicatethequalityofSkodatothemotoringpress.所以以，，我我們們的的責(zé)責(zé)任任是是向向汽汽車(chē)車(chē)報(bào)報(bào)界界宣宣傳傳斯斯柯柯達(dá)達(dá)的的產(chǎn)產(chǎn)品品質(zhì)質(zhì)量量。。4.Skodarecentlycametopofamajorconsumermagazine’’sannualsurveyofcarowners.It’’sthebiggestcustomersatisfactionsurveyofthiskindintheUK-basedonover40000carowners.在最最近近的的一一家家消消費(fèi)費(fèi)者者雜雜志志舉舉辦辦的的對(duì)對(duì)汽汽車(chē)車(chē)擁?yè)碛杏姓哒叩牡恼{(diào)調(diào)查查中中，，斯斯柯柯達(dá)達(dá)獲獲得得了了第第一一的的名名次次。。這這是是在在英英國(guó)國(guó)舉舉行行的的對(duì)對(duì)40000名名汽汽車(chē)車(chē)擁?yè)碛杏姓哒哌M(jìn)進(jìn)行行的的同同類(lèi)類(lèi)調(diào)調(diào)查查中中規(guī)規(guī)模模最最大大的的顧顧客客滿滿意意度度調(diào)調(diào)查查。。Languagepoints5.Andthatistherealenjoymentforme，，seeingmyideashavingacleareffectontheforwarddirectionofthebrand.真正正使使我我感感到到快快樂(lè)樂(lè)的的，，是是看看到到自自己己的的觀觀點(diǎn)點(diǎn)對(duì)對(duì)品品牌牌的的發(fā)發(fā)展展起起著著明明顯顯的的作作用用。。6.Itisdowntometosortoutanyproblems,sowhenthingsgowell,IreallyfeelI’’mmakinganimportantcontributiontothesuccessofthecompany.安排排由由我我負(fù)負(fù)責(zé)責(zé)處處理理各各種種問(wèn)問(wèn)題題，，所所以以如如果果一一切切順順利利，，我我就就感感到到自自己己的的對(duì)對(duì)公公司司的的成成功功作作出出了了很很重重要要的的貢貢獻(xiàn)獻(xiàn)。。down作作形形容容詞詞，，““已已安安排排，，排排定定””O(jiān)rganizingaPReventReadingStep1HaveaquicklookatthescheduleofthepresslaunchoftheSkodaOctaviaandgetageneralideaofit.Step2Askstudentstocompletethetasksaccordingtotheplanofeachphase.Step3Checktheanswersandexplainsomelanguagepoints.LanguagePoints1.Makesurelaunchdatedoesnotclashwithothermanufacturers.確確保保產(chǎn)產(chǎn)品品發(fā)發(fā)布布會(huì)會(huì)日日期期和和其其它它制制造造商商的的不不沖沖突突。。launch做做動(dòng)動(dòng)詞詞，，可可指指““推推出出新新計(jì)計(jì)劃劃””，，““把把新新產(chǎn)產(chǎn)品品投投放放市市場(chǎng)場(chǎng)””.如:Theairlinewilllaunchitstransatlanticservicenextmonth.航空空公公司司將將在在下下個(gè)個(gè)月月推推出出新新的的越越洋洋服服務(wù)務(wù)。。2.Chooseandbookvenue;decideonebesteventformatforlaunch;decideoninvitationlist.選選擇擇并并預(yù)預(yù)定定場(chǎng)場(chǎng)地地；；決決定定發(fā)發(fā)布布會(huì)會(huì)的的活活動(dòng)動(dòng)形形式式和和邀邀請(qǐng)請(qǐng)名名單單。。3.Sendoutinvitationsandmonitorreplies.發(fā)發(fā)出邀請(qǐng)請(qǐng)并監(jiān)控回回復(fù)。Monitor“監(jiān)監(jiān)控”e.g.Thenursemonitoredthepatient'sconditioncarefully.護(hù)士很細(xì)心心地監(jiān)察病病人的狀況況4.Runin“試開(kāi)開(kāi)”，“試試運(yùn)轉(zhuǎn)”.e.g.Iamrunningmynewcarin.我正在在試開(kāi)我的的新車(chē)。5.Photographytakesplace,Choosepicturesforpressinformationpacksandsendtoprinters.照相，選擇擇相片并送送去打印。。6.Finalisedetailswithvenue(roombookings,presentations,menus,packingetc.)最后確定場(chǎng)場(chǎng)所以及具具體安排。。（預(yù)定房房間，報(bào)告告廳，菜單單，停車(chē)場(chǎng)場(chǎng)）7.Preparewelcomeinformationanditinerariesforguests.準(zhǔn)備備好歡迎信信息和線路路。Itinerary“線路路”e.g.Hehassomemoreplacestovisitonhisitinerary.他在旅旅