BEC商务英语课件：10Unit 4b Public Relations
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航空公司将在下个月推出新的越洋服务。 clash with “两件事在同一时间发生，造成 互相冲突、碰撞” Her party clashes with my brother’s wedding, so I won’t be able to go. Choose and book venue. 选择并预定场地。 Decide on best event format for launch; decide on invitation list.
公众形象 广告宣传活动 公司价值观 商品经销特许权，特许经销商 销售网点 展示厅 制造厂 形象 公司形象 现代的 调查 产品发布
报界对…的报道
Vocabulary Preparation
customer satisfaction survey
motoring magazine display venue ['venju:] invitation freelance journalist information packs advance preparation senior executive itinerary [ai'tinərəri] brief management staff
goodwill and understanding
向报界和公众提供信息
树立良好的公司形象 维系一种友好关系， 达成互相理解
long-term relationships 建立长期关系
6
What is Public Relations?
It is the practice of managing the flow of information between an organization and its publics.
manage deal with provide give maintain build
the public relations strategy
管理公关策略
the press, TV and radio 应对报界, 电视和电台
the press and public with information an accurate picture of the company
Hale Waihona Puke Come top of 在…名列
Communist era 共产主义时代 On its own依靠自己
前茅 Indication 迹象，征兆 It’s down to …依赖某
Up-to-date最新的、现代的
人
Communicate … to sb. 向某人 Sort out 挑出/解决
确保产品发布日期和其它制造商的不冲突。 launch (n.)—发布会 Illness prevented her attending the launch party for her latest novel. 她
因为生病而无法出席她最新小说的发布会
launch (v.)— 推出新计划，把新产品投放市场 The airline will launch its transatlantic service next month.
Unit 4b. Public Relations
Vocabulary Preparation
public image advertising campaign company values dealership point-of-sale showroom manufacturing plant image company image up-to-date survey [sə:'vei] product launch press coverage
传达（信息）
Incredibly 很，极为
Listen again and finish exercise 2 on P48
B A C C A B C B
Key sentences
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。 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告诉公众的。 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。 So, our job was to communicate the quality of Skoda to the motoring press. 所以，我们的责任是向汽车报界宣传斯柯达的产品质量。
在最近的一家消费者杂志举办的对汽车拥有者的调查中，斯柯达获得了第一的名 次。这是在英国举行的对四万名汽车拥有者进行的同类调查中规模最大的顾 客满意度调查 。
The results of the survey made the evening news on the National TV.
调查结果上了国内电视台的晚间新闻。 这里的make 一词的意思为“因有某种特点或者品质而成为”，“可 转变为”，“适宜作……”。比如，He will make a fine teacher.
And that is 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。
13
Key sentences
Vocabulary
Relaunch 重新开始，重新推 出
It would be fair to say that …
Point-of-sale 销售点 The advert 广告 Czech Republic捷克共
和国
Genuine 真正的
Win over 赢得
Misconception 误解
Text study
3-4 months ahead
Set UK ‘on sale’ date 确定英国发售日期。
on sale – 降价出售/发售 Is this shampoo on sale today? 这种洗发水今天减价出售吗？ Make sure launch date does not clash with other manufacturers.
Advertising VS Public Relations
Paid space VS Free Coverage Creative control VS No control Creativity VS A nose for news Target Audience or Hooked Editor Limited or Unlimited Contact Writing Style
这里的down 作形容词，意思是“已安排，排定”
The meeting is down for next week. 会议定于下星期举行。 My parents seem to have me down for college in London. 我的父母似乎已经安排我去英国上大学。
Reading
Eilish organized the UK press launch of the Skoda Octavia in 1998. Complete her launch schedule on the opposite page with the tasks below. P49
E C G D A F B
The main goal of a public relations department is to enhance a company’s reputation.
Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works.
决定发布会的活动形式和邀请名单。 decide on 选定,确定 We decided on blue paint for the bedroom. 我们决定卧室用蓝漆。
Text study
6 weeks ahead
Send out invitations and monitor replies. 发出邀请并监控回复。 monitor v. 监控 The nurse monitored the patient's condition carefully.
顾客满意程度调查
汽车杂志 陈列品 地点 邀请函 自由撰稿人 资料袋 预先准备 高级主管 路线，旅程 简介 管理人员
Warm-up Questions
Are the following the responsibility of the PR or marketing Department at Skoda?
Key sentences
You certainly won over the press. 你们当然赢得了报界。
Skoda recently came top of a major consumer magazine’s annual survey of car owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40 000 car owners.
It is down to me to sort out any problems, so when things go well, I really feel I’m making an important contribution to the success of the company.
安排由我负责处理各种问题，所以如果一切顺利，我就感到自己的对 公司的成功作出了很重要的贡献。
Listening
Eillish O’Shea, PR Manager at Skoda UK, talks about her job. Listen and match the verbs with the phrases to describe the role of the PR Department at Skoda. P47
Communication with the press Research into the public’s needs Development of the company’s reputation Brand development Decisions about product pricing Public awareness of company values
Listening
Eilish explains how Skoda changed public attitudes to the brand when it was relaunched in the UK in 1995. Before your listen, suggest how the company achieved this.
公众形象 广告宣传活动 公司价值观 商品经销特许权，特许经销商 销售网点 展示厅 制造厂 形象 公司形象 现代的 调查 产品发布
报界对…的报道
Vocabulary Preparation
customer satisfaction survey
motoring magazine display venue ['venju:] invitation freelance journalist information packs advance preparation senior executive itinerary [ai'tinərəri] brief management staff
goodwill and understanding
向报界和公众提供信息
树立良好的公司形象 维系一种友好关系， 达成互相理解
long-term relationships 建立长期关系
6
What is Public Relations?
It is the practice of managing the flow of information between an organization and its publics.
manage deal with provide give maintain build
the public relations strategy
管理公关策略
the press, TV and radio 应对报界, 电视和电台
the press and public with information an accurate picture of the company
Hale Waihona Puke Come top of 在…名列
Communist era 共产主义时代 On its own依靠自己
前茅 Indication 迹象，征兆 It’s down to …依赖某
Up-to-date最新的、现代的
人
Communicate … to sb. 向某人 Sort out 挑出/解决
确保产品发布日期和其它制造商的不冲突。 launch (n.)—发布会 Illness prevented her attending the launch party for her latest novel. 她
因为生病而无法出席她最新小说的发布会
launch (v.)— 推出新计划，把新产品投放市场 The airline will launch its transatlantic service next month.
Unit 4b. Public Relations
Vocabulary Preparation
public image advertising campaign company values dealership point-of-sale showroom manufacturing plant image company image up-to-date survey [sə:'vei] product launch press coverage
传达（信息）
Incredibly 很，极为
Listen again and finish exercise 2 on P48
B A C C A B C B
Key sentences
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。 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告诉公众的。 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。 So, our job was to communicate the quality of Skoda to the motoring press. 所以，我们的责任是向汽车报界宣传斯柯达的产品质量。
在最近的一家消费者杂志举办的对汽车拥有者的调查中，斯柯达获得了第一的名 次。这是在英国举行的对四万名汽车拥有者进行的同类调查中规模最大的顾 客满意度调查 。
The results of the survey made the evening news on the National TV.
调查结果上了国内电视台的晚间新闻。 这里的make 一词的意思为“因有某种特点或者品质而成为”，“可 转变为”，“适宜作……”。比如，He will make a fine teacher.
And that is 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。
13
Key sentences
Vocabulary
Relaunch 重新开始，重新推 出
It would be fair to say that …
Point-of-sale 销售点 The advert 广告 Czech Republic捷克共
和国
Genuine 真正的
Win over 赢得
Misconception 误解
Text study
3-4 months ahead
Set UK ‘on sale’ date 确定英国发售日期。
on sale – 降价出售/发售 Is this shampoo on sale today? 这种洗发水今天减价出售吗？ Make sure launch date does not clash with other manufacturers.
Advertising VS Public Relations
Paid space VS Free Coverage Creative control VS No control Creativity VS A nose for news Target Audience or Hooked Editor Limited or Unlimited Contact Writing Style
这里的down 作形容词，意思是“已安排，排定”
The meeting is down for next week. 会议定于下星期举行。 My parents seem to have me down for college in London. 我的父母似乎已经安排我去英国上大学。
Reading
Eilish organized the UK press launch of the Skoda Octavia in 1998. Complete her launch schedule on the opposite page with the tasks below. P49
E C G D A F B
The main goal of a public relations department is to enhance a company’s reputation.
Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works.
决定发布会的活动形式和邀请名单。 decide on 选定,确定 We decided on blue paint for the bedroom. 我们决定卧室用蓝漆。
Text study
6 weeks ahead
Send out invitations and monitor replies. 发出邀请并监控回复。 monitor v. 监控 The nurse monitored the patient's condition carefully.
顾客满意程度调查
汽车杂志 陈列品 地点 邀请函 自由撰稿人 资料袋 预先准备 高级主管 路线，旅程 简介 管理人员
Warm-up Questions
Are the following the responsibility of the PR or marketing Department at Skoda?
Key sentences
You certainly won over the press. 你们当然赢得了报界。
Skoda recently came top of a major consumer magazine’s annual survey of car owners. It’s the biggest customer satisfaction survey of this kind in the UK-based on over 40 000 car owners.
It is down to me to sort out any problems, so when things go well, I really feel I’m making an important contribution to the success of the company.
安排由我负责处理各种问题，所以如果一切顺利，我就感到自己的对 公司的成功作出了很重要的贡献。
Listening
Eillish O’Shea, PR Manager at Skoda UK, talks about her job. Listen and match the verbs with the phrases to describe the role of the PR Department at Skoda. P47
Communication with the press Research into the public’s needs Development of the company’s reputation Brand development Decisions about product pricing Public awareness of company values
Listening
Eilish explains how Skoda changed public attitudes to the brand when it was relaunched in the UK in 1995. Before your listen, suggest how the company achieved this.