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...
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• 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。
• 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 owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40,000 car owners.
• 8. B
Language points
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. 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。
Listen again and choose one letter for the correct answer.
• 1. B
but that was because of people’s 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。
• 4. C
• It’s the journalist’s own comment and therefore much more powerful because it isn’t 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 magazine’s annual survey of owners.
• 7. C
• But the 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。
2. This means I’m responsible for dealing with the press, television and 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”。
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.
The benefits of good PR
Step 1 Listen to the dialogue, get a general idea of it and try to answer the following questions.
1. What is people’s misunderstanding about Skoda?
• 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司与公众 之间建立并维系一种友好的关系和相互理解。
• 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…
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 organization. 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。
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 dialogue again and finish the exercise.
• 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 pleasant reading. • 这份杂志是富于乐趣的读物。
• 8. And that’s the real enjoyment for me, seeing my ideas having a clear effect on the forward direction of the brand.
• 2. A.
Central Europe had always been a center of engineering excellence.
• 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 pointof-sale material in the showrooms.
• 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. It’s 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.
Step 3 Finish 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 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 communicating this 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。
• My parents 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 Skoda’s modern production plants in central Europe, to encourage positive reports one quality of Skoda in the press. The positive publicity for Skoda in the media also increased when the brand came top in a customer satisfaction survey.
2. How did Skoda change public attitudes to the brand which was relaunched id Eilish think of her job on PR?
Step 2 Check the answers and listen to the dialogue again.
• 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 owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40,000 car owners.
• 8. B
Language points
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. 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。
Listen again and choose one letter for the correct answer.
• 1. B
but that was because of people’s 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。
• 4. C
• It’s the journalist’s own comment and therefore much more powerful because it isn’t 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 magazine’s annual survey of owners.
• 7. C
• But the 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。
2. This means I’m responsible for dealing with the press, television and 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”。
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.
The benefits of good PR
Step 1 Listen to the dialogue, get a general idea of it and try to answer the following questions.
1. What is people’s misunderstanding about Skoda?
• 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司与公众 之间建立并维系一种友好的关系和相互理解。
• 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…
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 organization. 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。
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 dialogue again and finish the exercise.
• 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 pleasant reading. • 这份杂志是富于乐趣的读物。
• 8. And that’s the real enjoyment for me, seeing my ideas having a clear effect on the forward direction of the brand.
• 2. A.
Central Europe had always been a center of engineering excellence.
• 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 pointof-sale material in the showrooms.
• 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. It’s 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.
Step 3 Finish 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 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 communicating this 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。
• My parents 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 Skoda’s modern production plants in central Europe, to encourage positive reports one quality of Skoda in the press. The positive publicity for Skoda in the media also increased when the brand came top in a customer satisfaction survey.
2. How did Skoda change public attitudes to the brand which was relaunched id Eilish think of her job on PR?
Step 2 Check the answers and listen to the dialogue again.