實用行業(yè)英語綜合教程教參unit 12

Unit12

PublicRelations

公共關系Unit3-mainPartI?ReadingPartIIOralPracticePartIIIMini-ProjectPartIVPhrases&TermsPartVSurfingtheInternetPartVIVideoClipFromstudyingthisunit,studentsareexpectedto1.

understandthedefinitionandthetoolsofpublicrelations;

2.

learnhowtocommunicatewiththemedia;3.

learntousePRfunctions;4.

knowthehistoryofpublicrelations.ObjectivesLearningObjectivesPartIIReading-mainTextA?PublicRelationsBasics(I)PartIReading

PublicRelationsBasics(II)ExercisesExercisesTextB?LearningtoUsePRFunctionsExercisesTextCThePastandPresentofPublicRelationsExercisesPartI?ReadingTextATextAPartI?ReadingTextA1

WhatisPublicRelations?

Publicrelations(PR)helpsbuildawarenessofcompanies,products,services,technologies,peopleandissuesamongkeyaudiencesandinfluencers.Ithelpscompaniescreateanidentityintheindustry,mediaandcommunity.Publicrelationsistheuseofeditorial

outlets(magazines,newspapers,broadcast),specialevents,newslettersandotherPRtoolstoconveyamessagetoatargetedaudience.Publicrelationsisadisciplineofmanagementmuchlikefinance,accounting,humanresourcesandlaw.Thereisabasicmethodologythatincludesfivepoints:goals,objectives,strategy,tacticsandtargetaudience.TextA1PublicRelationsBasics(I)公共關系基礎（上）

什么是公共關系？公共關系（PR）有助于在重要受眾和有影響的人中樹立公司、產(chǎn)品、服務、技術、人員和發(fā)行刊物的意識。有助于公司在行業(yè)、媒體和社區(qū)中樹立標識。公共關系是編輯渠道（雜志、報紙、廣播）、特殊事件、時事通訊和其他用來向目標群體傳播信息的公關工具的運用。公共關系是一門像金融、會計、人力資源和法律一樣的管理學科。有一基本方法，包括5個要點：任務、目標、策略、手段和目標公眾等。ChineseVersionChineseVersionpublicrelationsNotesPublicRelations(PR)：“公共關系”一詞的首次出現(xiàn)是在1807年美國總統(tǒng)托馬斯?杰斐遜的國會演說。公共關系學在中國的興起、推廣與應用起源于1989年鄺健人創(chuàng)作的《公關小姐》。自從公共關系誕生以來，人們給其下一個準確定義的努力就沒有停止過。由于每個人的認識角度不同，對公共關系內(nèi)涵的理解也各異，于是就形成了許許多多的公共關系定義。公共關系主要從事組織機構信息傳播，關系協(xié)調(diào)與形象管理事務的咨詢、策劃、實施和服務的管理職能。包括選創(chuàng)組織的成功，降低組織失敗的影響，宣布變更等等。它與中國傳統(tǒng)個人關系中的面子類似。在市場營銷學體系中，公關關系是企業(yè)機構唯一一項用來建立公眾信任度的工具。publicrelations:1.(usedwithasing.verb)Theartorscienceofestablishingandpromotingafavorablerelationshipwiththepublic.（與單數(shù)動詞連用）公共關系：與公眾建立并促進一種有利于關系的藝術或科學；2.(usedwithapl.verb)Themethodsandactivitiesemployedtoestablishandpromoteafavorablerelationshipwiththepublic.（與復數(shù)動詞連用）公共關系策略與實施：用于與公眾建立并提高一種有利關系的方法或活動；3.(usedwithasing.orpl.verb)Thedegreeofsuccessobtainedinachievingafavorablerelationshipwiththepublic.（與單數(shù)或復數(shù)動詞連用）公共關系成效：在與公眾建立一種有利的關系中獲得的成功程度。targetaudienceNotestargetaudience:目標公眾,指具體公關活動所針對的某一類或某幾類特定公眾。任何一個公關活動都有一定的目的和目標,為有效地達到這些目的和目標,公關人員在具體公關活動中必須通過調(diào)查研究,有選擇地針對特定公眾開展工作。對公眾進行較為具體分類的開創(chuàng)者美國的杰瑞認為：任何特定公眾，不管他們屬于什么類型，都可能成為公共關系工作的中心對象。這些被篩選出來的公眾被稱為“目標公眾”或“優(yōu)先公眾”。Words&Phrasesaudienceaudience/

/n.受眾，對象influencer/

/n.有影響的人(或事物)editorial//n.編輯的和編輯有關的outlet/

/n.出口(路)discipline/

/n.學科PartI?ReadingTextAWhataretheToolsofPublicRelations?2

Therearemanywaystoreachtargetaudiences.Theyare:?newsreleases

?publicserviceannouncements?guesteditorials?mediatours

?broadcast/printinterviews?photos/captions

TextA2PublicRelationsBasics(I)公共關系基礎（上）

什么是公共關系工具？有許多方法可以傳遞到目標客戶，如：新聞稿件公共服務通告客座評論媒體采訪廣播/文字采訪照片/說明文字

ChineseVersionChineseVersionMediaToursNotes

MediaTours:Mediatoursaregenerallyconductedwhenamanufacturingcompanywantstosuccessfullyadvertiseandpromoteitsnewlylaunchedproduct.Therecanneverbeaneffectivewayofproductpublicityotherthanusingmediatours.Inamediatour,theorganization'sspokespersongoestootherimportantcitiesforintroducinganewproductorservice.ItmayalsoincludeattendingTVandradiotalkshows,andbeinginterviewedbypressandmedianewsmen.Thespokesmancanbeacompany'srepresentativeoranyonehiredorcontractedfromoutside.Acelebrityalsocanbeusedforthispurpose.AmediatourmightaswellincludeairingaprerecordedinterviewonafamousTVchannel.Words&Phrasesnewsrelease

newsrelease（通訊社或政府機構發(fā)布的）新聞稿mediatour媒體采訪行caption/

/n.(圖片)說明文字PartI?ReadingTextA

videonewsreleases

specialevents

sponsorships/contributions

pressmeetings

speakingopportunities

bylinedarticles

otherinnovativeavenuesTextA3PublicRelationsBasics(I)公共關系基礎（上）

錄像新聞稿特殊事件贊助/捐款新聞發(fā)布會演講機會署名文章其他新穎的手段ChineseVersionChineseVersionWords&Phrasessponsorship

sponsorship

n.贊助byline/

/n./v.(報刊等的文章開頭或結尾)標出作者名字的一行avenue/

/n.途徑手段PartI?ReadingTextAWhatCanPublicRelationsDo?3

Publicrelationscanaddcredibility/authority,createanopportunitytoprobenewmarketsforyourproduct/servicelessexpensivelythanadvertising,testdemandfornewproductsincurrentmarketsandestablishorincreaseawarenessofyourorganization’smessageamongkeybuyersandinfluenceraudiences.TextA4PublicRelationsBasics(I)公共關系基礎（上）

公共關系能做什么？公共關系可以增加信任度/權威性，創(chuàng)造探索產(chǎn)品/服務的新市場，相對于廣告、在當下市場測試新產(chǎn)品的需求和在重要買家和有影響力的客戶中建立或增加機構的信息意識來說，要廉價得多。ChineseVersionChineseVersiondifficultsentence1NotesPublicrelationscanaddcredibility/authority,createanopportunitytoprobenewmarketsforyourproduct/servicelessexpensivelythanadvertising,testdemandfornewproductsincurrentmarketsandestablishorincreaseawarenessofyourorganization’smessageamongkeybuyersandinfluenceraudiences.翻譯？公共關系可以增加信任度/權威性，創(chuàng)造探索產(chǎn)品/服務的新市場，相對于廣告、在當下市場測試新產(chǎn)品的需求和在重要買家和有影響力的客戶中建立或增加機構的信息意識來說，要廉價得多。Words&Phrasesprobeprobe

v./n.探索；調(diào)查PartI?ReadingTextAWhatCan’tPublicRelationsDo?4Withpublicrelationsyourcontrolofthemessageismorelimitedthanwithadvertising.Thereisnoguaranteeoffrequency,howoftenorhowmanytimesyourmessagewillappear,orplacement,whereyourmessagewillappear.Withpublicrelationsareporter/editorisbeing“sold”astory.Evenifthereporter“buys”thestory,thereisnoguaranteeofhoworwhenhewillusethestory.TextA5PublicRelationsBasics(I)公共關系基礎（上）

公共關系不能做什么？

有了公共關系，你控制的信息就比廣告有限得多。沒有頻率的保證，沒有你的信息得多久一次或多少次公布，或地點，在哪里公布。有了公共關系，記者/編輯就被“售與”新聞故事。盡管記者“購買”了新聞故事，但是沒有保證他如何用或什么時候使用。ChineseVersionChineseVersionPartI?ReadingTextAHowever,PRhastheadvantageofthird-partycredibility.Peopletendtobelievewhattheyreadmuchmorethantheadstheysee.Infact,studiesshowthatareaderisseventimesmorelikelytorespondtoPRthantoadvertisingandthatarticleswrittenbyreportersarefourtimesmorebelievablethanadvertisements.TextA6PublicRelationsBasics(I)公共關系基礎（上）

但是公共關系有第三方信任的優(yōu)勢。人們相信他們讀到的比廣告看到的要多。事實上，研究表明，一個讀者對公共關系的反應是對廣告的7倍，而對記者寫的文章的信任度是對廣告的4倍。ChineseVersionChineseVersiondifficultsentence2Notes

Infact,studiesshowthatareaderisseventimesmorelikelytorespondtoPRthantoadvertisingandthatarticleswrittenbyreportersarefourtimesmorebelievablethanadvertisements.翻譯？事實上，研究表明，一個讀者是否對公共關系有反應的可能性是對廣告的7倍，而對記者寫的文章的信任度是對廣告的4倍。Words&Phrasesthird-partycredibility

third-partycredibility

第三方信任PartI?ReadingTextAHowDoesaPRFirmWorkwithCompanies?5APRfirmanditsclienttakeateamapproachtoimplementingasuccessfulPRprogram.Bothmembersarekeytotheteam’ssuccess.TheclientprovidestheproductortechnologyexpertiseandaPRfirmprovidesthepublicrelationsexpertise.6Tomaketherelationshipaneffectiveone,teammembersagreetoacceptcertainresponsibilities:TextA7PublicRelationsBasics(I)公共關系基礎（上）

公共關系公司是如何和企業(yè)合作的？

一個公關公司和它的客戶采取團隊的方法來履行成功的公關計劃。雙方對團隊的成功都是非常重要的。客戶提供產(chǎn)品或技術專門知識，公關公司提供公共關系專門技能。為了使公共關系更有效，團隊的成員同意承擔一定的職責：ChineseVersionChineseVersionPRfirmNotes

PRfirm:公共關系公司。是公共關系咨詢公司、公共關系顧問公司、公共關系事務所和公共關系服務公司等獨立的公共關系服務機構的統(tǒng)稱。公共關系公司由職業(yè)公共關系專家和各類公關專業(yè)人員組成，是專門為社會組織提供公共關系咨詢，或受理委托為客戶開展公共關系活動的信息型、智力型和傳播型的服務性機構。PartI?ReadingTextAAgencyresponsibilities7Aclientexpectsresults.Todeliverontheseexpectationsanagencymust:Spendtimewiththeclientatthebeginningoftherelationshiptogainunderstandingoftheclient’ssalesandmarketingmessages—Whousesthetechnologyorproduct?Whatisthebuyer’sincentivetopurchasetheproduct?Howdoesthetechnology/productcomparetoothersinthemarket?TextA8PublicRelationsBasics(I)公共關系基礎（上）

代理職責客戶期待結果。為了達到預期的結果，代理機構必須：在公共關系的初級階段花時間和客戶一起，了解客戶的銷售和營銷信息——誰使用技術或產(chǎn)品？顧客購買產(chǎn)品的動機是什么？技術/產(chǎn)品和市場上其他的如何比較？ChineseVersionChineseVersionPartI?ReadingTextAIdentifyinfluencersintheclient’smarket—Whoarethemarketleaders?Whatinfluencespurchasers’decisions?Whatpublicationsdocustomersread?Whowritesaboutthemarket?Maintainon-goingcontactwithmediaandanalystscoveringtheclient’sindustryormarketinordertoremainup-to-dateonkeyissuesandopportunities.Providetheclientwithaconstantflowofnewideasandstrategies.TextA9PublicRelationsBasics(I)公共關系基礎（上）

找出客戶市場的影響者——誰是市場的領跑者？什么影響了購買者的決定？顧客喜歡讀什么報刊？誰寫有關市場的內(nèi)容？和那些報道客戶行業(yè)或市場的媒體和分析家保持聯(lián)系，為了能對主要問題和機會有最新的了解。為客戶提供源源不斷的新思路和策略。ChineseVersionChineseVersionPartI?ReadingTextAMaintainaconstantflowofcommunicationwiththeclienttoexchangeideas,addressissuesandadaptthePRprogramtomeetmarketchanges.

Provideexpertiseinmediarelations,positioningandrelatedactivitiesthatwillbenefittheclient’smarketingcommunicationsplanandsupportsalesefforts.WorkwiththeclienttosetclearexpectationsforthePRprogram

upfront.Providetheclientwithdeliverables

andresultsinaproficient,timelymanner.TextA10PublicRelationsBasics(I)公共關系基礎（上）

保持和客戶不斷的溝通來交換想法、處理問題和調(diào)整公關計劃以適應市場的變化。在媒體關系、定位和相關的有利于客戶營銷溝通計劃和支撐銷售活動方面提供專業(yè)知識。和客戶一起工作，預先設定公關計劃的清晰目標。用有效、及時的方法提供客戶可做得到的事和結果。ChineseVersionChineseVersiondifficultsentence3NotesProvideexpertiseinmediarelations,positioningandrelatedactivitiesthatwillbenefittheclient’smarketingcommunicationsplanandsupportsalesefforts.譯文：在媒體關系、定位和相關的有利于客戶營銷傳播計劃和支撐銷售活動方面提供專業(yè)知識。營銷溝通(marketingcommunications)：一直以來被視為營銷管理中非常重要的一環(huán)，是指在（一個品牌的）營銷組合中通過與(該品牌的)顧客進行雙向的信息交流建立共識而達成價值交換的過程。就本質(zhì)而言，營銷與溝通是不可分割的：營銷就是溝通，溝通就是營銷。營銷溝通目的有兩個：創(chuàng)建品牌和銷售產(chǎn)品。營銷溝通的主渠道有廣告、人員推銷、營業(yè)推廣、公共關系、包裝、電話、文信推銷等。PRprogrammeNotes

PRprogramme:公共關系活動基本計劃。是指和機構運行長遠發(fā)展規(guī)劃及營銷管理戰(zhàn)略的那個重大問題相一致的公共關系活動目標藍圖和行動策略。具體的公關計劃應由7個部分構成：計劃概要、當前機構的公關關系狀態(tài)、機構所面臨的機會與問題分析、機構公關關系活動目標、公關關系計劃的行動方案、預計的損益表、公共關系計劃的實施控制。Words&Phrasesmarketingcommunicationmarketingcommunication營銷溝通，營銷傳播upfront預先deliverable/

/n.可做得到的事PartI?ReadingTextAClientresponsibilities8

AneffectivePRcampaignisnotexecutedinavacuum.Constantcommunicationanddisseminationofinformationbetweentheagencyandtheclientarevitaltosuccess.ForthePRprogramtoachieveitsgoalaclientmust:Providetheagency,inatimelymanner,withtheinformationneededtogetresults—accesstocompanyexecutivesandcustomers,informationonthecustomer’sapplicationofthetechnology,informationonnewproducts,newbusinessrelationshipsandothernewsworthyeventsandfunctions.TextA11PublicRelationsBasics(I)公共關系基礎（上）

客戶的職責一個有效的公關活動不是在真空中實施的。在客戶和公關公司之間信息不斷的溝通和傳播對成功來說是至關重要的。因為要達到公關計劃的目標一個客戶必須：及時提供公關公司要達到目的所需信息——接近公司的執(zhí)行官和顧客、顧客使用技術的信息、新產(chǎn)品的信息、新型企業(yè)關系和其他有新聞價值的事件和重大聚會。ChineseVersionChineseVersionWords&Phrasesvacuumvacuum

n.真空dissemination/

/n.傳播，宣傳newsworthy/

/a.有報導價值的PartI?ReadingTextA

Includetheagencyasastrategicmemberofthesalesandmarketingteam—includeagencymembersinsalesandmarketingmeetings,copytheagencyonsalesandmarketingmaterialsthatwillbeusedwithcustomersorthatreferenceimportanteventsthatmayinfluencethecompany.

WorkwiththeagencyfromthebeginningoftherelationshiptoestablishclearexpectationsforthePRprogramandaclearlydefinedandtimelyapprovalprocessformaterials.Maintainaconstantflowofopen,honestcommunicationbetweentheagencyandtheclienttoaddressopportunitiesandproblems,aswellassuccessesandconcerns.TextA12PublicRelationsBasics(I)公共關系基礎（上）

3.抑制不能體現(xiàn)企業(yè)強調(diào)的要點的行為。你無需對其進行懲罰或讓其長期感到不安。而應通過給予建設性的反饋、口頭警告，書面警告，或者辭退等形式，勸阻該員工不要繼續(xù)其不必要的行為。4.將你希望在職場中所看到的，樹立為行為榜樣。這也許是在職場中最有影響力的方式。如果你希望看到更多的團隊合作，就應該更多地參與到團隊活動中。ChineseVersionChineseVersiondifficultsentence4NotesWorkwiththeagencyfromthebeginningoftherelationshiptoestablishclearexpectationsforthePRprogramandaclearlydefinedandtimelyapprovalprocessformaterials.翻譯?從公共關系一開始，就和公關公司合作，建立公關計劃清晰目標和一個明確的、及時的審批過程。ComprehensionexercisesTestA-Exercises-mainExercisesBlankFillingMatchingTranslation(

)

A.

Publicrelationshelpspeopletobeinformedaboutcompanies,products,services,technologies,peopleandrelatedissues.(

)B.

Publicrelationsincludesongoingactivitiestoensuretheorganizationhasastrongpublicimage.(

)C.

Publicrelationshelpscompanieshaveagoodfameintheindustry,mediaandcommunity.Tickthecorrectstatementsaboutthedefinitionofpublicrelations.

ComprehensionexercisesExercisesComprehensionexercises1√√√(

)D. Publicrelationsareconductedthroughthemedia,thatis,newspapers,television,magazines,etc.

(

)E. Organizationsusuallyhaveagreatcontroloverthemessageinthemedia.

(

)F. Publicrelationsisasubjectofmanagementsuchasfinance,businessadministration,lawandmarketing.

Tickthecorrectstatementsaboutthedefinitionofpublicrelations.

ComprehensionexercisesExercisesComprehensionexercises1√(

)

A.

newsreleases(

)

B.

tobeinvolvedinanauction(

)

C.

mediatours(

)D.

photos(

)E.

computergames(

)

F.

gossip(

)G.

specialevents(

)H.

bodylanguage(

)I.

sponsorships(

)J.

publicserviceannouncementsTickthefollowingwhicharenotthePRtools.

ComprehensionexercisesExercisesComprehensionexercises2√√√√BlankFillingExercisesBlankFilling2Putthefollowingstatementsintherightcolumn.WhatdoesaPRfirmdo?Whatdoesaclientdo?1.

Waystoinfluencetheorganizationalculture1.TocooperatewitheachotherforsettingcleargoalsforPRplan.2.Togetagencyinvolvedinthesalesandmarketingteam.3.Toprovidetheproductortechnologyexpertise.4.Toprovidethepublicrelationsexpertise.5.Toobtaingoodcommunicationbetweentheagencyandtheclient.6.Tokeepintouchwithmediaandanalystsintheline.7.Toofferlatestideasandstrategies.8.Toprovidetheinformationneededtotheagency.9.TogettheagencythroughthewholeprocessofthePRprogram.10.Tounderstandthemessagesofsalesandmarketing.11.Torecognizewhoaretheinfluencersinthemarket.BlankFillingExercisesBlankFilling2Putthefollowingstatementsintherightcolumn.WhatdoesaPRfirmdo?Whatdoesaclientdo?1,4,6,7,10,111.

Waystoinfluencetheorganizationalculture2,3,5,8,9Key:Matching3MatchtheChineseversionsinColumnBwiththeEnglishphrasesinColumnA.ExercisesMatchingFCEDGABH(

) 1.

newsletter

A.營銷溝通(

) 2.targetaudience

B.達到目標(

) 3.newsrelease

C.目標公眾(

) 4.pressmeeting

D.新聞發(fā)布會(

) 5.third-partycredibility

E.新聞稿件(

) 6.marketingcommunications

F.時事通訊(

) 7.toachieveagoal

G.第三方信任(

) 8.newsworthyevents

H.有新聞價值的事件TranslationExercisesTranslation4TranslatethefollowingsentencesintoChinese.1.Publicrelationsistheuseofeditorialoutlets(magazines,newspapers,broadcast),specialevents,newslettersandotherPRtoolstoconveyamessagetoatargetedaudience.2.Thereisnoguaranteeoffrequency,howoftenorhowmanytimesyourmessagewillappear,orplacement,whereyourmessagewillappear.Withpublicrelationsareporter/editorisbeing“sold”astory.3.Maintainon-goingcontactwithmediaandanalystscoveringtheclient’sindustryormarketinordertoremainup-to-dateonkeyissuesandopportunities.KeytoTranslationExercisesTranslation4Key1. 公共關系是編輯渠道（雜志、報紙、廣播）、特殊事件、時事通訊和其他用來向目標群體傳播信息的公關工具的運用。2. 沒有頻率的保證，沒有你的信息得多久一次或多少次公布，或地點，在哪里公布。3. 和那些報道客戶行業(yè)或市場的媒體和分析家保持聯(lián)系，為了能對主要問題和機會有最新的了解。PartI?ReadingTextATextAPartI?ReadingTextA1IdentifyingYourTargetMediaThefirststeptogettingmediacoverageforyourbusinessistodecidewhoyourtargetaudienceisandwhichmediayoushouldusetoreachthem.Thesetypesofmediashouldeyourtargetmediaorganizations.Askyourselfwhowillbeinterestedinyourstoryandwhichpublicationsormediawillreachthesepeopleorbusinesses?Yourlistmayinclude:TextA13PublicRelationsBasics(II)公共關系基礎（下）

確定你的目標媒體為企業(yè)獲得媒體報道的第一步是確定你的目標受眾是誰，你應該和找哪些媒體。這些媒體的類型應該成為你目標媒體的構架。問一下自己誰會對你的新聞故事感興趣，哪家出版物或媒體會送達這些人或企業(yè)。你的媒體榜單可以包括：ChineseVersionChineseVersionWords&Phrasestargetmediatargetmedia目標媒體mediacoverage媒體報道PartI?ReadingTextAyourlocalpaid-fornewspaperyourlocalfreepaperthefreecountymagazinelocalradioandtelevisiontrade,technicalandprofessionalmagazinescoveringyourtypeofbusinessorexpertisenationalnewspapersconsumerandlifestylemagazinesnationalradioandtelevision—butusuallyyourlocalstationwillfeedyourstorytothenetworkifit’sgoodenoughTextA14PublicRelationsBasics(II)公共關系基礎（下）

本地的付費報紙本地的免費報紙免費的縣級雜志本地電臺和電視臺關于你們企業(yè)類型或專門知識的貿(mào)易、技術和專業(yè)雜志。國內(nèi)報紙消費和生活類雜志國內(nèi)電臺和電視臺——但是如果你們的新聞故事非常好，本地電臺通常會將新聞傳播至整個廣播網(wǎng)。在電話號碼簿上獲取目標出版物的詳細情況，如威林斯報刊指南或HollisPress&PublicRelationsAnnual——去本地的圖書館看看。

ChineseVersionChineseVersionPartI?ReadingTextA

2GetdetailsoftargetpublicationsindirectoriessuchasWillingsPressGuideorHollisPress&PublicRelationsAnnual—havealookinyourlocalreferencelibrary.HowtoGetMediaCoverage

3Youcouldsendoutpressreleasesonthesamestorytoanumberofoutlets.Butyou’llneedtotailoreachreleasetotheaudience.TextA15PublicRelationsBasics(II)公共關系基礎（下）

在電話號碼簿上獲取目標出版物的詳細情況，如威林斯報刊指南或HollisPress&PublicRelationsAnnual——去本地的圖書館看看。如何獲取媒體報道

你可以將同樣的新聞稿件寄給許多媒體。但是你需要根據(jù)讀者對象來修改每一件新聞稿。ChineseVersionChineseVersionWillingsPressGuideNotesWillingsPressGuide:《威林斯報刊指南》。該指南是世界領先的媒體名錄，也是英國大多數(shù)圖書館都訂閱的最重要的報刊指南。WillingsPressGuide：It’stheworld’sleadingmediadirectory.Whetheryouwanttoresearchnewmarketsorobtainkeypublicationdata,WillingsPressGuideisthefirstportofcallforinstantaccesstoeditorialandadvertisingmediaoutlets;coveringnewspapers,magazines,periodicals,broadcastmediaandonlinepublications.HollisPress&PublicRelationsAnnualNotes

HollisPress&PublicRelationsAnnual:《霍利斯出版與公關年鑒》。該書列有約30個國家從事剪報業(yè)的新聞機構。

pressreleaseNotes

Apressrelease,newsrelease,mediarelease,pressstatementorvideoreleaseisawrittenorrecordedcommunicationdirectedatmembersofthenewsmediaforthepurposeofannouncingsomethingostensiblynewsworthy.Typically,theyaremailed,faxed,ore-mailedtoassignmenteditorsatnewspapers,magazines,radiostations,televisionstations,ortelevisionnetworks.Words&Phrasespressrelease

pressrelease新聞稿PartI?ReadingTextAWhatCanPublicRelationsDo?4

Forexample,ifasmallengineeringcompanywinsabigItalianorderwithanewmanufacturingtechniquewhichitusesunderlicense,thepressreleaseforthetradeandtechnicalpressshouldhighlightthesuccessofthetechniqueandthecompany’suseofinnovation.5Thepressreleaseforthelocalpaperhowever,shouldbeaboutincreasedemploymentandtheprestigeforthetowninbeatingforeigncompetition.TextA16PublicRelationsBasics(II)公共關系基礎（下）

例如，如果一家小型的工程公司拿到了一張意大利的大訂單，使用有特許的新的生產(chǎn)技術，新聞稿對此貿(mào)易和生產(chǎn)工藝技術的發(fā)布就應該強調(diào)其工藝技術和公司改良運用的成功。但是為本地報紙寫的新聞稿應該關于就業(yè)機會的增加和在戰(zhàn)勝國外競爭上給本市帶來的威望。ChineseVersionChineseVersiondifficultsentence1NotesForexample,ifasmallengineeringcompanywinsabigItalianorderwithanewmanufacturingtechniquewhichitusesunderlicense…:翻譯？例如，如果一家小型的工程公司拿到了一張意大利的大訂單，使用有特許的新的生產(chǎn)技術……Words&Phrasesprestigeprestige

n.威信，威望PartI?ReadingTextA6TherearemanynaturalPRopportunities:anewproductlaunchnewpremisesnewmembersofstaffanimportantneworderinvolvementwithacharitysignificantanniversaries,e.g.your1,000thcustomerbusinesspartnershipsTextA17PublicRelationsBasics(II)公共關系基礎（下）

有許多現(xiàn)成的公關機會：新產(chǎn)品的推出新經(jīng)營場址新職工一份重要的新訂單參與慈善有意義的紀念日，如，第一千個顧客。企業(yè)合作ChineseVersionChineseVersionPartI?ReadingTextA7Andyoucancreatepublicityopportunities:submitarticlesforpublication

commissionasurveyonseriousorfunissuesandsendtheresultstothepresssuggestanewspapercompetitionwithyourproductastheprizegiveexpertopinionsandvolunteerquotessendletterstotheeditoronbusinesstopicsusingyourbusinessaddressTextA18PublicRelationsBasics(II)公共關系基礎（下）

你也可以創(chuàng)造宣傳機會：給出版物遞送文章委托一項調(diào)查，關于嚴肅或有趣的問題，并將其結果送給新聞部門建議報紙搞競賽，將產(chǎn)品作為獎品提供專家意見和自愿者的話語用企業(yè)的地址，就企業(yè)的話題給編輯寄信ChineseVersionChineseVersionWords&Phrasespublicity

publicity

n.宣傳commission/

/v.委任PartI?ReadingTextABuildingContactswiththeMedia8Introduceyourselftoeditorsoflocalpapersandtrademagazines—perhapsatareceptionoranorganization’sannualdinner.9Newseditorsdecidewhichnewsstorieswillbecoveredbytheirreporters.Ifyoudon’tknowanyofthereporters,contactthenewseditor.10Thefeatureseditorwilldecidewhichlongeranalyticalorbackgroundarticleswillbeincludedinapublication.Thepressreleaseisoneofthekeypointsofcontactwithnewsandfeatureseditors.TextA19PublicRelationsBasics(II)公共關系基礎（下）

和媒體建立關系向當?shù)貓蠹埡唾Q(mào)易雜志的編輯介紹你自己——或許是在一次招待會上或是在一次機構的年會上。新聞編輯們決定了其記者寫的哪些新聞會被報道。如果你不認識記者，和新聞編輯聯(lián)系。特寫編輯決定哪篇較長的分析或背景文章會被收進出版物。新聞稿是聯(lián)系新聞和特寫編輯的重要方法之一。ChineseVersionChineseVersionPartI?ReadingTextA11Putjournalistsonyourmailinglistforbackgroundinformationtheymayfindinteresting,suchasyourbusiness’newsletter.12Journalistsworktotightdeadlines—findoutthedeadlineandsupplyyourstorywellinadvance.Ifajournalististryingtogetholdofyou—respondquicklybeforetheirdeadline.TextA20PublicRelationsBasics(II)公共關系基礎（下）

把記者放入你的郵件名單，他們也許對你們的背景信息感興趣，諸如企業(yè)的實時通訊。記者工作時間緊迫——找出截稿期提前遞上你的新聞稿。如果一名記者想和你聯(lián)系——在截稿期前迅速回復。ChineseVersionChineseVersionWords&Phrasestighttight

a.(時間，空間)緊湊的PartI?ReadingTextA

13Journalists’newsagendasaredifferentfromyours.Providewhat’sinterestingtothemandtheiraudience.They’realwayslookingtofillspace,soputtingfactsdowninwriting—includingquotesfromyou—helpsbeforeaconversationwiththem.Emailsaregoodforcuttingandpastingandsoareeasytoeditreadyforpublication.Theotheradvantageisthatemailscanbesentandrespondedtoquicklyandeasily—abigbenefitforajournalistwithatightdeadlinetomeet.TextA21PublicRelationsBasics(II)公共關系基礎（下）

記者的新聞日程安排和你的不一樣。給他們和讀者感興趣的東西。他們總是在找填補空缺的東西，所以記錄事實——包括你說的話——在和他們談話前是非常有幫助的。電子郵件能很好地用來剪貼，所以易于出版編輯。其它優(yōu)勢是電子郵件能很迅捷和方便地寄出和回復——對一個時間緊迫的記者來說是很有利的。ChineseVersionChineseVersionWords&Phrasespastepaste/

/vt.粘，貼PartI?ReadingTextADealingwithBadPublicity14Disgruntledemployeesandcustomers,crisesandaccidentscanallgeneratenegativenewsstories.15

Makesureemployeesknowwhotoreferjournalists’enquiriestoandensurethatonlyemployeeswhoareauthorizedtodosorespondtoenquiries.16Ifajournalistcontactsyou,checktheirdeadline,carefullyconstructawrittenstatement,andrespondintime.Itusuallydoesn’tlookgoodifyourefusetocomment.17Showyouhavedoneeverythingyoureasonablycouldtocorrectanyproblems.TextA22PublicRelationsBasics(II)公共關系基礎（下）

應對負面宣傳牢騷滿腹的雇員和顧客、危機和事故都會帶來負面的新聞。確保雇員知情誰去回答記者的提問、只有授權的雇員才能回答提問。如果記者聯(lián)系到你，查一下截稿期，小心起草一份書面陳述，及時回復。如果你拒絕發(fā)表任何評論，通常不那么好。給他們看你合理做的一切來修正錯誤的事情。ChineseVersionChineseVersiondifficultsentence2NotesMakesureemployeesknowwhotorefertojournalists’enquiriesandensurethatonlyemployeeswhoareauthorizedtodosorespondtoenquiries.翻譯？確保雇員知情誰去回答記者的提問，確保只有授權的雇員才能回答提問。Words&Phrasesdisgruntledisgruntle/

/vt.使不滿，使不高興PartI?ReadingTextA18Ifthere’satrickyfollow-upquestion,taketimetoputyourcaseforwardandrestate