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1、BEC-II Unit 4b,Public relations,Objectives:,To enable Ss to talk about the function of PR To practise reading and listening for specific information,What is public relations?,Listening Step 1 Have a look at the direction, listen to the dialogue and get a general idea about it. Step 2 Listen to the d
2、ialogue again and finish the exercise. Step3 Check the answers and explain some language points.,Explanation,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计划和管理公关策略. 2. This means Im responsible for dealing with the press, television an
3、d radio, as well as communications 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相互理解.,4. the heart of the organiz
4、ation. 组织的核心 5.Our objective is to give an accurate picture of the company, its brands and what it believes in. 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, on the other hand, is more concerned with establishing and maintaining goodwill and understanding between the company and its public. 从另一方面来说，公关则更加关注在公
5、司与公众之间建立并维系一种友好的关系和相互理解。 7. In PR you have to build long-term relationships with your journalists 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，因为你要经常与他们合作，而相互信任是必不可少的。,The benefits of good PR,Step 1 Listen to the dialogue, get a general idea o
6、f it and try to answer the following questions. 1. What is peoples misunderstanding about Skoda? 2. How did Skoda change public attitudes to the brand which was relaunched in the UK in 1995? 3. How did Eilish think of her job on PR?,Step 2 Check the answers and listen to the dialogue again. Step 3 F
7、inish the multiple-choice questions and check the answers. Step 4 Explain some language points and difficult sentences.,Language points,1. But that was because of peoples 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 communicating t
8、his reality to the public? 那么你是怎样着手把实际情况介绍给公众的呢？,3. when we re-entered the UK marketplace with a mew 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
9、点的广告材料。 4. so ,our job was to communicate the quality of Skoda to the motoring press. 因此，我们的任务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 magazines annual survey of owners. Its the biggest customer satisfaction survey of this kind i
10、n the UK-based on over 40,000 car owners. 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. The results of the survey made the evening news on national TV 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. He will make a fine teacher. This magazine makes pleasan
11、t reading. 这份杂志是富于乐趣的读物。,8. And thats 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发展起着明显的作用。,9. Its down to me to sort out any problems. 安排由我负责处理各种问题 down adj. “已安排，排定” e.g.The meeting is down for next week. My parents
12、 seem to have had me down for college in England.,Key,To communicate the quality of the new Skoda, an emphasis was put on advertising. In addition, the PR Department arranged for journalists to visit Skodas modern production plants in central Europe, to encourage positive reports one quality of Skod
13、a in the press. The positive publicity for Skoda in the media also increased when the brand came top in a customer satisfaction survey.,1. B but that was because of peoples misunderstanding about the quality of central European engineering.可见，人们由于对其质量有误解而取笑它。 2. A. Central Europe had always been a c
14、enter of engineering excellence.,Listen again and choose one letter for the correct answer.,3. C. when we re-entered the UK marketplace with a mew model, the Felicia, in 1995, we put a huge emphasis on advertising, everything from national advertising to point-of-sale material in the showrooms.,4. C
15、 Its the journalists own comment and therefore much more powerful because it isnt influences by the organization. 5. A We took almost 100 journalists with us to show them just how good the facility was.,6. B Skoda recently came top of a major consumer magazines annual survey of owners. 7. C But the
16、real indication of our success is the growth in sales since 1995. 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. B,Language points,1. But that was because of peoples 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. 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
