教學(xué)課件-購銷英語

ModuleOnePublicRelations1AnOverview2BackgroundInformation3Notes4TechnicalTraining5SupplementaryKnowledge1.AnOverviewⅡCompetenceObjectives1.TobeabletodefinePR2.ToknowhowtostartyourcareerinPR3.TounderstandbasicprinciplesofPRcampaignⅠKnowledgeObjectives1.TounderstandwhatPR(publicrelations)is2.TocometotermswiththefundamentalsofPR3.TounderstandPR’spartinmarketing2.BackgroundInformationPublicRelationsDefined--PRSA'sWidelyAcceptedDefinitionTheformalpracticeofwhatisnowcommonlyreferredtoas“publicrelations”datestotheearly20thcentury.Intherelativelybriefperiodleadinguptotoday,publicrelationshasbeendefinedinmanydifferentways,thedefinitionoftenevolvingalongsidepublicrelations’changingrolesandtechnologicaladvances.Theearliestdefinitionsemphasizedpressagentryandpublicity,whilemoremoderndefinitionsincorporatetheconceptsof“engagement”and“relationshipbuilding.”2.BackgroundInformationThePRSA(thePublicRelationsSocietyofAmerica)1982NationalAssemblyformallyadoptedadefinitionofpublicrelations,whichremainswidelyacceptedandusedtoday:“Publicrelationshelpsanorganizationanditspublicsadaptmutuallytoeachother.”“Organization”isdenotedinthiscontext,asopposedtothemorelimiting“company”or“business,”tostresspublicrelations’usebybusinesses,tradeunions,governmentagencies,voluntaryassociations,foundations,hospitals,schools,colleges,religiousgroupsandothersocietalinstitutions.2.BackgroundInformation“Publics”recognizestheneedtounderstandtheattitudesandvaluesof—andtodevelopeffectiverelationshipswith—manydifferentstakeholders,suchasemployees,members,customers,localcommunities,shareholdersandotherinstitutions,andwithsocietyatlarge.Asamanagementfunction,publicrelationsalsoencompassesthefollowing:-Anticipating,analyzingandinterpretingpublicopinion,attitudesandissuesthatmightimpact,forgoodorill,theoperationsandplansoftheorganization.-Counselingmanagementatalllevelsintheorganizationwithregardtopolicydecisions,coursesofactionandcommunication,takingintoaccounttheirpublicramificationsandtheorganization’ssocialorcitizenshipresponsibilities.2.BackgroundInformation-Researching,conductingandevaluating,onacontinuingbasis,programsofactionandcommunicationtoachievetheinformedpublicunderstandingnecessarytothesuccessofanorganization’saims.Thesemayincludemarketing;financial;fundraising;employee,communityorgovernmentrelations;andotherprograms.Planningandimplementingtheorganization’seffortstoinfluenceorchangepublicpolicy.Settingobjectives,planning,budgeting,recruitingandtrainingstaff,developingfacilities—inshort,managingtheresourcesneededtoperformalloftheabove.11.off-Broadwayshow非百老匯劇Off-Broadwayshowreferstoashowthatisheldinoff-Broadwaytheater.Off-BroadwaytheaterisatermforaprofessionalvenueinNewYorkCitywithaseatingcapacitybetween100and499,andforaspecificproductionofaplay,musicalorrevuethatappearsinsuchavenue,andwhichadherestorelatedtradeunionandothercontracts.ThesetheatresaresmallerthanBroadwaytheatres.3.Notes12.Followingasuccessfulmeeting,ourclearunderstandingwasthattheyunderstoodthatpublicitywouldonlybeusedtobuildawarenessoftheshow,butwouldbeusedinconjunctionwithothermethodsofexposure,suchasadvertisingandmarketingefforts.

開了一次成功的會議之后，我們雙方達成了清楚的共識，他們認可公關(guān)宣傳只是用來建立演出（在消費者心中的）意識，但同時會采用其他一些諸如廣告、營銷等媒體曝光手段。13.Soonafter,wehitthegroundrunningandquicklyacquiredthemasubstantialamountofnationalpressexposure,includingeverythingfromcoverstoriesinmagazinestoblurbstofeaturedarticles.很快地，我們?nèi)硇牡赝度肓斯ぷ鞑⒀杆俚刈屗麄冊诖罅康膰鴥?nèi)媒體露了面兒，包括雜志封面、商品信息、專題文章等。4.WeimmediatelywenttoPlanB.Wemadetherecommendationtotheclientthatweshouldstartsteeringthefocusawayfromreviewsbacktomorefeature-orientedpress.我們立即開始實施第二計劃。我們建議客戶應(yīng)該把注意力從人們的評論上轉(zhuǎn)回到面向特征的媒體上。15.Aswithanybusiness,theremustbemanydifferentfactorsatwork.aswith正如；與…一樣；就…來說，近義詞為incommonwithatwork(因素)在起作用；活動著，近義詞為onthejob,inemployment本句意思為：正如許多其他行業(yè)一樣，（公關(guān)這一行業(yè)）也必須許多因素同時起作用。6.HadthePRcompanybehindthiscampaignanalyzedthecrossculturalissuesrelatedtoPepsodent'sproduct,thefailureofthisPRcampaigncouldhavebeenavoided.本句為省略了if的虛擬條件句，將助動詞had提前到了句首。本句意思為：要是組織這次活動的公關(guān)公司提前分析了和白速得產(chǎn)品相關(guān)的跨文化問題的話，這次公關(guān)活動的失敗本來是可以避免的。17.Caseinpoint:Forafirst-timeaviationfestivaltargetedatthecommunity’swho’swho,wecreatedtheinvitationasagrommeted,multipage,spinningpropellerthatarrivedina18-by-4.5inchbrightredenvelope.who’swho名人（總稱）；名人錄本句意思為：這里有一個恰當(dāng)?shù)睦樱簩τ谝粋€以社區(qū)名人為目標的首屆航空節(jié)，我們設(shè)計了一份用金屬扣眼盯在一起的多頁請柬，上面還有能轉(zhuǎn)的螺旋槳，裝在一個18乘以4.5英寸的大紅信封里。18.Theeasy-to-navigateWebsitegoesevenfurther,lettingyouclickonresourcelinks,hearthetunesyoucreate,downloadillustrationstocolorandmore.那個操作簡便的網(wǎng)站內(nèi)容就更全面了。在這個網(wǎng)站上你可以點擊資源鏈接、聽你自己作的曲子、下載插圖去填色等等。7.TechnicalTraining4.TechnicalTrainingTaskIListeningPractice：Fillintheblankswiththemissingwordsaccordingtowhatyouhearonthetape.YourFutureinPublicRelationsJobopportunitiesinPublicRelationswillremainstronginthe_____years,so_____theUnitedStatesBureauofLaborStatistics.GrowthinPRjobsisexpectedtoincreaseatahigherratethanthe_____forallotherjobscombined.

ThefuturelooksespeciallybrightforPR_____withparticularexpertiseinscience,technology,finance,medicine,internationalaffairs,andothersuch_____fields.

7.TechnicalTraining4.TechnicalTrainingKeypresentandfutureemployersforPRworkersincludebusinesses,government_____,schools,universities,hospitals,andotherlargerorganizationsthatrequiretheirown_____publicrelationsdepartment.Thousandsofpublicrelationsagencieslargeandsmallprovideservicestoclientslocallyand_____,employingtens-of-thousandsofPRprofessionals.

SomeofthelargestU.S.publicrelations_____arebasedinbusiness,media,andgovernmentcentersofNewYork,LosAngeles,Chicago,andWashington,D.C.7.TechnicalTraining4.TechnicalTrainingTherearemorethan122,000PRprofessionalsworkingintheUnitedStates.About_____ofthoseworkinservice_____suchaspublicrelationsfirms,advertisingagencies,healthcareorganizations,educational_____,andsocialserviceorganizations.Othersworkformanufacturers,financialinstitutions,andgovernmentagencies.About13,000PRconsultantsare_____.

The_____salaryforaPRspecialistisabout$35,000--thoughtheupper10percentofPRprosearn$71,000and_____.7.TechnicalTraining4.TechnicalTrainingPublicrelationspositionsaroundtheworldprovidenew_____witheverincreasinginternationalbusinessand_____relations.

GlobalorganizationssuchasthePublicRelationsConsultantsAssociationrepresentsomeofthelargestinternationalpublicrelationsemployers.Therewillbeno_____ofopportunitiesforpublicrelationsprofessionalswiththepropereducation,experience,and_____whoarewillingtoworkhardfortheirplaceintheindustry.7.TechnicalTraining4.TechnicalTrainingTaskIIRolePlay

:Makedialoguesbasedonthefollowingsituations.

Situation1:ThefollowingisasimplifiedResumeofMr.JohnSadowskiwhoisapplyingforajobinpublicrelations.NowtheinterviewerisgivingajobinterviewtoMr.Sadowski.PleasecomposeadialoguebetweenthembasedonhisResume.7.TechnicalTraining4.TechnicalTrainingResumeName:JohnSadowskiAddress:604UticaStManassas,VA20109Tel:(213)555–0238Objective:AchallengingandrewardingpositioninPublicRelations.Highlights:Weeklycolumnist,GeorgetownUniversityDailySunNationalAmericanSpeechAssociationFinalist,PersuasiveSpeakingCompetent,motivated,andenthusiastic7.TechnicalTraining4.TechnicalTrainingExperience:SwansonConsultants,WashingtonDC,PublicRelationsAssistant,1995-Present

HelpeddirectandcoordinatePRactivitiesfornumerouscompanies,includingNike,PhillipsCorporation,andStarbucks.Specializedintargetedmediapromotions.NewEraFashions,WashingtonDC,PublicRelationsIntern,1994-1995

Developedandimplementedpublicrelationscampaignforamajor,new-agefashioncompany.Coordinateddevelopmentofdesignandadcopyforallpromotionalmaterials.Representedcompanyatcity-widefashionshows.Education:GeorgetownUniversity,WashingtonDC,B.A.,BusinessCommunications,June19947.TechnicalTraining4.TechnicalTrainingSituation2:SupposeyouworkinthePRdepartmentofABCCompany.Youareinchargeofansweringphonecallsinyouroffice.MakesevenindependentshortdialogueswithyourpartnerbasedonthefollowingcallswithspecialattentionpaidtothewaythataPRofficialspeaks:7.TechnicalTraining4.TechnicalTrainingCall1:SomeoneiscallingtospeaktoPRmanagerMr.Wang,youtellhimthatheisinameetingandisnotavailablenow.Call2:Someonecalls.Tellhimthathehasdialedthewrongnumber.Call3:Someoneiscallingtoenquireaboutthenewproductsofyourcompany.YoumayreferhimtotheMarketingdepartmentbytellinghimtheextensionnumber.Call4:YouwanttocallthePRdepartmentofanothercompany,butyouhavedialedthewrongnumberyourself.7.TechnicalTraining4.TechnicalTrainingCall5:Acustomeriscallingtocomplainabouttheproductthathepurchasedfromyourcompany.Call6:Youcallthemanagersofallthedepartmentsinyourcompanytoinformthemofameetingat2:00pm.Call7:Yourcompanyhasalreadycometoanagreementwithanothercompany.Astaffmemberofthatcompanyiscallingtoaskforafaxofthedraftcontractfromyou.7.TechnicalTraining4.TechnicalTrainingTaskIIITranslationTranslatethefollowingsentencesfromChineseintoEnglish.（1）你有廣告方面的經(jīng)驗嗎？（2）在過去的兩年中我一直在公關(guān)部門工作。（3）在北京友誼商店作經(jīng)理時我成功地把年銷售量提高了25%，把利潤幅度從30%提高到了40%。（4）到目前為止，我們從公眾人士得到的反應(yīng)都是正面的。（5）最近的一項調(diào)查表明超過半數(shù)的英國公司都把公關(guān)作為他們企業(yè)活動策劃的一部分。7.TechnicalTraining4.TechnicalTraining（6）跨國公司、全球營銷和新通訊技術(shù)的出現(xiàn)以及文化差異的縮小導(dǎo)致了全球公共關(guān)系發(fā)展的不均衡。（7）10年前，世界上前五大公關(guān)公司都是美國人經(jīng)營的。（8）在國外從事公關(guān)工作的美國人往往會密切關(guān)注國際事務(wù)。（9）在金融領(lǐng)域的公共關(guān)系中，多數(shù)美國人會看華爾街日報。（10）令人頗感詫異的是現(xiàn)代公共關(guān)系學(xué)主要是美國人的發(fā)明，然而美國在這個領(lǐng)域的領(lǐng)先地位卻被其他國家所作出的努力削弱了。7.TechnicalTraining4.TechnicalTraining2.TranslatethefollowingpassageorallyintoChinese.HowtoStartaDreamCareerinPR?Thefamiliar“It’snotwhatyouknow,it’swhoyouknow”isunfortunatelytrueinmostindustries–journalismandpublicrelationsincluded.Ifyouareanaspiringjournalistbutdonotknowanyoneinthefield,youmayhaveabithardertimetryingtofindajobwhenthetimecomes.However,therearethingsyoucandotomakesurethatyouarenotinthispositioncomegraduation.Thetermyouneedtoknow:networking.

7.TechnicalTraining4.TechnicalTrainingNetworkingsimplymeansgoingoutofyourwaytogettoknowpeoplewhocouldpotentiallyhelpyouinyourcareerinthefuture.Networkingiscommonamongyoungcollegestudents,especiallythosewithabackgroundinbusinessormediastudies,andisnothingthatemployersdon’texpect.Thisisimportanttorememberbecauseitcannotmatterifyouareshy,toobusy,ordon’tlikesmalltalk–thetimetonetworkisnow.Thisisnottosaythatyoushouldnotnetworkwhenyouhavegraduated,butrathernomatterwhatageorpositioninyourcareer,networkingisalwaysagoodidea(andbecominganecessity).7.TechnicalTraining4.TechnicalTrainingTheeasiestwaytonetworkistofindyourselfaninternship,whetheritbeoverthesummerorthroughyourcollegeorUniversity.Inmostcasesinternshipsareunpaid;howeverintoday’seconomy,youshouldtakewhateverinternshipyoucanget.Inaddition,yourcollegeorUniversitymayoffertohelpyoufindaninternshipforwhichyoucanobtaincollegecredit.Ifyouhaveroominyourscheduleandyourschooldoesofferinternshipsforcredit,takeadvantageofthisopportunity.Thebiggestthingtorememberisnottoworryaboutmoneyoraboutcollegecreditwhenitcomestoworkingasaninternforacompany–ifyoulearntonetwork,youwillbenefitinthelongrun.7.TechnicalTraining4.TechnicalTrainingConsiderastudycompletedbyMarkandRichardBolles,authorsofJob-HuntingOnline.Theyfoundthatthelargestnumberofpeoplefoundjobsthroughnetworking:PostingaresumeonanInternetcareersite–4percentRandomlysendingresumes–7percentGotoanemploymentoffice–14percentNetworking–33percentUsethesetipsbelowtohelpyougetrememberedbythebigwigsofyourinternshipcompanyandbeapartofthat33percent:7.TechnicalTraining4.TechnicalTrainingTipstoSuccessfulNetworking:1.HaveConfidence–Youhavesomethingtoofferacompany.Donotgetoverwhelmedbynetworking.Whenyoutrytogettoknowpeopleintheoffice,donottellthemwhyyouareagreatworker,showthem.Ifyoucandemonstratethatyouknowwhatyou’redoing,thatshouldbenetworkingenough.2.ExpandBeyondYourBusiness–Networkingisnotaboutjustgettingtoknowthoseinthecompany,butgettingtoknowthepeopletheyknowaswell.Ifyouseethatsomeoneinyourcompanyisworkingcloselywithsomeoneinafield(oranothercompanyyouareinterestedin)taketheinitiativetofindoutthatnameandgetincontactwiththatperson.7.TechnicalTraining4.TechnicalTraining3.LinkedIn–

LinkedInisasocialnetworkdesignedtohelppeoplestayconnectedtothosetheyhaveknowninthepast.Thegreatthingaboutthiswebsiteisitallowsyouamediumtogetincontactwiththoseyoumayhaveknownafewyearsago.Forexample,ifyouhadaninternshipwhenyouwereasophomoreincollege,youwillwantyourinternshipcompanytorememberyouwhenyougraduate.Thissitewillallowyoutodojustthis.4.PayAttentiontoYourPriorities–Networkingisapriority.Youwillbemoresuccessfulifyouareagoodworker,soyourworkneedstogetfinishedandfinishedwell,butneverassumethatnetworkingisjustanextraperk.Youneedtoworkhardtogettoknowthepeopleinyouroffice.7.TechnicalTraining4.TechnicalTraining5.GetInvolvedOutsidetheOffice–

Ifyourcompanyhasanysortofanevent,youneedtoattend.Ifyoucometoeverythingyourcompanyhasplannedyourfacewillbemoreknownandyouwillgetmoreopportunitiestomeetpeople.6.SmallTalk–

Whenyoudogetthechancetotalktopeopleinthecompany,donottryandsellyourself.Actasifyouareanotherco-workerandjustbeyourself.Yourco-workerswanttogettoknowyou–notinterviewyou.

7.TechnicalTraining4.TechnicalTrainingTaskIVReadingComprehensionPassage1

:Choosethebestsentence(A-F)tofilleachofthegapsinthearticlebelow.Thereisonesentenceyoudonotneed.PublicRelationsPublicrelationsisabroadsetofplannedcommunicationsaboutthecompany,includingpublicityreleases,designedtopromotegoodwillandafavorableimage.7.TechnicalTraining4.TechnicalTrainingPublicitythenispartofpublicrelationswhenitisinitiatedbythefirm,(1).Sincepublicrelationsinvolvescommunicationswithstockholders,financialanalysts,governmentofficials,andothernoncustomergroups,itisusuallyplacedoutsidethemarketingdepartment,perhapsasastaffdepartmentoroutsideconsultingfirmreportingtotopmanagement.Thisorganizationalplacementcanbealimitationbecausethepublicrelationsdepartmentorconsultantwilllikelynotbeintunewithmarketingefforts.Poorcommunicationandnocoordinationmaybetheconsequences.(2),thisinfluencegenerallymaybelessthanthatprovidedbytheothercomponentsofthepublicimagemix.7.TechnicalTraining4.TechnicalTrainingPublicitymaybeintheformofnewsreleases(3).Publicityontheotherhandshouldnotbedivorcedfromthemarketingdepartment,asitcanprovideausefuladjuncttotheregularadvertising.Furthermore,(4);somecanresultfromanunfavorablepressasareactiontocertainactionsorlackofactionsthatarecontroversialorevendownrightill-advised.Thepointwewishtoemphasizeisthatafirmisdeludingitselfifitthinksitspublicrelationsfunction,whetherwithinthecompanyoranoutsidefirm,cantakecareofpublicimageproblemsandopportunities.Manyfactorsimpactonthepublicimage.Manyofthesehavetodowiththewaythefirmdoesbusiness,(5).Publicrelationsanddirectedpublicitymayhelphighlightfavorablenewsworthyevents,andmayevensucceedintoningdowntheworstofunfavorablepublicity,buttheothercomponentsofthepublicimagemixcreatemorelastingimpressions.7.TechnicalTraining4.TechnicalTrainingSentencesA-F:A.thathavefavorableovertonesforthecompanyinitiatedbythepublicrelationsdepartmentB.notallpublicityisinitiatedbythefirmC.usuallyintheformofpressreleasesorpressconferencesD.suchasitsproductquality,theservicingandhandlingofcomplaints,andthetenoroftheadvertisingE.whatitmeanstothecompanyisF.Althoughthebasicpurposeofpublicrelationsistoprovidepositiveinfluenceonthepublicimage7.TechnicalTraining4.TechnicalTrainingPassage2

:Readthepassagebelowandchoosethebestanswerforeachquesiton.Theriseofmultinationalcorporations,globalmarketing,newcommunicationstechnologies,andshrinkingculturaldifferenceshaveledtoanunparalleledincreaseinglobalpublicrelationsorPR.Surprisingly,sincemodernPRwaslargelyanAmericaninvention,theU.S.leadershipinpublicrelationsisbeingthreatenedbyPReffortsinothercountries.Tenyearsago,forexample,theworld'stopfivepublicrelationsagencieswereAmericanowned.In1991,onlyonewas.TheBritishinparticulararebecomingmoresophisticatedandcreative.ArecentsurveyfoundthatmorethanhalfofallBritishcompaniesincludePRaspartoftheircorporateplanningactivities,comparedtoaboutonethirdofU.S.companies.ItmaynotbelongbeforeLondonreplacesNewYorkasthecapitalofPR.7.TechnicalTraining4.TechnicalTrainingWhyisAmericalaggingbehindintheglobalPRrace?First,Americansasawholetendtobefairlyprovincialandtakemoreofaninterestinlocalaffairs.Knowledgeofworldgeography,forexample,hasneverbeenstronginthiscountry.Secondly,AmericanslagbehindtheirEuropeanandAsiancounterpartsinknowingasecondlanguage.Lessthan5percentofBursonMarshall'sU.S.employeesknowtwolanguages.OilyandMatherhasaboutthesamepercentage.Conversely,someEuropeanfirmshavehalformoreoftheiremployeesfluentinasecondlanguage.Finally,peopleinvolvedinPRabroadtendtokeepaclosereyeoninternationalaffairs.InthefinancialPRarea,forinstance,mostAmericansreadtheWallStreetJournal.Overseas,theircounterpartsreadtheJournalaswellastheFinancialTimesofLondonandTheEconomist,Publicationsnotoftenreadinthiscountry.7.TechnicalTraining4.TechnicalTrainingPerhapsthePRindustrymighttakealessonfromTedTurnerofCNN(CableNewsNetwork).Turnerrecentlyannouncedthattheword"foreign"wouldnolongerbeusedonCNNnewsbroadcasts.AccordingtoTurner,globalcommunicationshavemadethenationsoftheworldsointerdependentthatthereisnolongeranysuchthingasforeign.7.TechnicalTraining4.TechnicalTraining1.Accordingtothepassage,U.S.leadershipinpublicrelationsisbeingthreatenedbecause_______.A)anunparalleledincreaseinthenumberofpublicrelationscompaniesB)shrinkingculturaldifferencesandnewcommunicationstechnologiesC)thedecreasingnumberofmultinationalcorporationsintheU.S.D)increasedeffortsofothercountriesinpublicrelations2.LondoncouldsoonreplaceNewYorkasthecenterofPRbecause_______.A)BritishcompaniesaremoreambitiousthanU.S.companiesB)BritishcompaniesplacemoreimportanceonPRthanU.S.companiesC)BritishcompaniesareheavilyinvolvedinplanningactivitiesD)fouroftheworld'stoppublicrelationsagenciesareBritishowned7.TechnicalTraining4.TechnicalTraining3.Theword"provincial"(Line2,Para.3)mostprobablymeans"_______".A)limitedinoutlookB)likepeoplefromtheprovincesC)rigidinthinkingD)interestedinworldfinancialaffairs4.WelearnfromthethirdparagraphthatemployeesintheAmericanPRindustry_______.A)speakatleastoneforeignlanguagefluentlyB)areignorantaboutworldgeographyC)arenotassophisticatedastheirEuropeancounterpartsD)enjoyreadingagreatvarietyofEnglishbusinesspublications7.TechnicalTraining4.TechnicalTraining5.WhatlessonmightthePRindustrytakefromTedTurnerofCNN?A)AmericanPRcompaniesshouldbemoreinternationallyminded.B)TheAmericanPRindustryshoulddevelopglobalcommunicationstechnologies.C)PeopleworkinginPRshouldbemorefluentinforeignlanguages.D)PeopleinvolvedinPRshouldavoidusingtheword"foreign".7.TechnicalTraining4.TechnicalTrainingTaskVDiscussion1.Whatisthemaingoalofapublicrelationsdepartmentofacompany?2.DoesPRhelpthecompanytoachieveitsfullpotential?3.WhatdoesaPRdirectorusuallydo?4.WhatdoyouthinkaretheskillsnecessaryforsomeonewhoworksinthePRfield?5.SupplementaryknowledgeWhatisa3-DPublicRelationsCampaign?HowdifferentelementsofyourPRcampaignmeldtogether.ByMarshaFriedman(EMSIPublicRelations)Withallthemoviescomingoutin3-Dthesedays,IstartedthinkingabouthowagoodPRcampaignalsohasitsown3-Delements.Well,really,therearefourtypesofmediaoutletstoday–TV,radio,print(offlineandonline)andsocialmedia–soyoureallyneeda4-Dstrategy(apointIamsureIwillbearguingonlineatsomepointwithasmart-aleckphysicistwhotakesissuewithmyscience).5.SupplementaryknowledgeInPR,unlikemovies,4-Distheonlywaytogo.ImentionthisbecausepeoplefrequentlyaskmewhichofthefourmediaoutletsIthinkisbetter.Itrytoexplainthateachoneiseffectiveinitsownright,however,asthemediafeedsoffofitself,themosteffectivePRcampaignwillincludeusingallelementsinastrategythatleveragesa4-dimensionalapproach.Herearesomewaysthedifferentelementsofa4dimensionalPRcampaignfittogether,kindoflikeamarketingRubik’scube.5.SupplementaryknowledgePrint/Online–Iputprintandonlineinthesamecategorybecausetheybothencompasswrittenarticles,andjustabouteverythingthatappearsinprintisrepurposedonline,sowrittenarticleshaveadualimpact.Mostimportantly,everyarticleorcolumnthatincludesamentionofyou,yourbookoryourcompanywilleventuallyappearonlineinsuchawaythattheywillturnupasasearchengineresultonGoogleandothernewsaggregators.Forthisreason,print/onlineinteractsbeautifullywithjustabouteveryothermedia.5.SupplementaryknowledgeRadio–forsomanyreasons,thisisoneofmyall-timefavoritemediums.Onecriticalreasonisthattalkradioisaplacewhereyoucantypicallyhaveamorein-depthconversationaboutyourtopicthanothermediumsallow.AndnowthatthevastmajorityofstationsarestreamingliveontheInternet,thepromotionalvalueisendless.Foronething,youcanalertyoursocialnetworkfollowersastowhentheinterviewwilloccursotheycanhearitlive.Iftheymissthatexactdayandtime,moststationsarchiveshowsontheirWebsite,sopeoplecanlistenwheneverit’smoreconvenient.BeforetheInternet,showsjustdisappearedintothestratosphereaftertheywererecorded.5.SupplementaryknowledgeTelevision–TV,aswithradio,usedtobeafleetingexperience,becauseoncetheinterviewaired,itsinfluencewasover.Now,manynewsstationswillkeeplinkstoyourinterviewactiveontheirWebsiteforashortperiodoftimeaftertheinterviewtookplace.Ofcourse,youalwayswanttoobtainadigitalcopytopostonyourWebsite,extendingthatappearance’sshelflifeandalsofortheviewingofdecisionmakersinothermediumswhomaybevettingyouforpotentialcoverage.NothingscreamscredibilitylikeanonlinevideoofyouappearingonaTVshow.5.SupplementaryknowledgeSocialMedia–Whilebuildingyoursocialmediaconnectionshasitsveryownreward,itcanalsohelpdrivereadership,viewershipandlistenershiptoeverypieceofyourPRcampaign,helpingtogrowyournumbersandbrandyouasanundisputedexpertinyourfield.So,whenyouapproachPR,don’tviewitasaflat,one-dimensionalexperience.Putonthose4-Dglasses(iftheydon’tmakethemyet,theyshould),changeyourperspectiveandwatchtheresultsofyourPRcampaignsgrowexponentially.THANKYOUModuleTwoOrganizationalCulture1AnOverview2BackgroundInformation3Notes4TechnicalTraining5SupplementaryKnowledge1.AnOverviewⅡCompetenceObjectives1.Tobeabletodefineorganizationalculture2.Tounderstandthecultureofyourorganization3.TotryandinfluencethecultureofyourorganizationⅠKnowledgeObjectives1.Tounderstandwhatorganizationalcultureis2.Tocometotermswiththefundamentalsoforganizationalculture3.Tounderstandorganizationalculture’spartinmanagement2.BackgroundInformationTheDefinitionofOrganizationalCulture"Acompany'scultureisoftenburiedsodeeplyinsiderituals,assumptions,attitudes,andvaluesthatitbecomestransparenttoanorganization'smembersonlywhen,forsomereason,itchanges."-RobGoffeeOrganizationalcultureisthevaluesandbehaviorsthatcontributetotheuniquesocialandpsychologicalenvironmentofanorganization.2.BackgroundInformationOrganizationalcultureisthesumtotalofanorganization'spastandcurrentassumptions,experiences,philosophy,andvaluesthatholdittogether,andisexpressedinitsself-image,innerworkings,interactionswiththeoutsideworld,andfutureexpectations.Itisba