Public Relations

1. Introductory Remarks Public Relations Nowadays the term “public relations” has become a more enjoyable ring in the ears of most people. All of us, in one way or another, practice public relations daily. Over the last decades, public relations has steadily built its reputation, increased its influence, and earned a decent respect across a wide span of society. Go to Text B

2. Before Reading 1. Oral Practice 2. Dictation 1. Global Reading a. First Reading b. Second Reading 2. Detailed Study of Text A 3. Summary of Text A Text Reading 1. Useful Phrases and Expressions 2. Exercise 9 3. Exercise 13 4. Exercise 14 After Reading

3. Oral Practice How much do you know about public relations? 1. What is the short form for public relations? 2. What are the main concerns of public relations? 3. What activities does public relations involve? 4. What ways do many companies usually use to win the confidence and goodwill of the public?

4. ? What is public relations? • Oral Practice public relations: relations with the general public as through publicity, specifically, those functions of a corporation, organization, government department, etc. that acquaint the general public with its activities, purposes, policies, and accomplishments so as to improve its public image and create favorable public opinion for itself. click the question to continue

5. Dictation Before listening, you may need to know the following words or expressions. 包括；包含；牵涉 involve release 发布（新闻）; 发行(书籍，唱片等) 领导；控制；指挥 conduct represent 代表，象征；陈述；表现，描述 refer to as 称呼…… 为…… 1/3

6. Dictation Listen to the following short passage and fill in the blanks with the missing words. Public relations involves all relationships among people, from how a letter is written, ____________________________, to how a social________ is hosted. Everything an individual or group is, does and says is public relations. If an individual is a member of a Greek______________, his or her behavior ____________ the image of all Greeks. Thus, each member _____________in Greek public relations. how a guest is greeted event organization affects has a hole 2/3

7. Dictation While many people believe that public relations is no more than writing press releases, conducting ________________ and promoting the good deeds of others, these functions only represent the small portion of public relations referred to as ________ and _________. Public relations is a 90/10 concept. Ten percent of Greek public relations is “talk” about_________ through publicity; 90 percent _________ through Greek member behavior. In other words, actions speak louder than words. media interviews publicity advertising activities occurs 3/3

8. First Reading Read the text and then decide whether the following statements are True or False according to the text. • The short form for public relations is PR. ( ) • A company should pay attention to public relations if it is to develop. ( ) • People will probably have more confidence in a company if they know more of its activities, plans, or ideas. ( ) • 4. Public relations is the art and science of building relationships between an organization and its key audiences. ( ) T T T T 1/2

9. First Reading 5. What a company really needs to worry about is the opinions of the interested part of the big public. ( ) 6. If a public relations program does not take into consideration other people’s beliefs, interests and feelings, it will be less helpful. ( ) 7. Many companies hire independent public relations firms because their own PR staffs are not as well-trained as those outsiders. ( ) F T F 2/2

10. Second Reading Outline The importance of winning public support and trust The Main Concerns of Public Relations: 1. winning public confidence and goodwill 2. giving the public the necessary information about a company 3. telling the public about a company’s activities, plans or ideas 4. being on good terms with the public, whether large or small 1/2

11. Second Reading Activities of Public Relations: 1. the guidelines for PR work: thinking about other people’s beliefs, interests, and feelings is the key factor in gaining the confidence of the public. 2. the ways to set up a public image: 1) making speeches 2) distributing pamphlets and booklets 3) producing motion-picture films 4) undertaking public service projects 5) hiring independent public relations firms 2/2

12. Detailed Study of Text A Public Relations When the founders of the United States wrotethe Declaration of Independence, they said that a “decent respect” for the opinion of people everywhere required the American colonies to tell the world why they were freeing themselves of British rule.The American founders believed that their cause could not win unless they had the confidence of other peoples. 1/7

13. When the founders of the United States wrotethe Declaration of Independence, they said that a “decent respect” for the opinion of people everywhere required the American colonies to tell the world why they were freeing themselves of British rule. The American founders believed that their cause could not win unless they had the confidence of other peoples. • Detailed Study of Text A Public Relations Declaration of Independence: a document declaring the thirteen American colonies free and independent of Great Britain, adopted by the Continental Congress on July 4, 1776. In the document the author referred to “a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation,” and he tried to tell the world why they were freeing themselves of British rule. Close 1/7

14. Detailed Study of Text A Public Relations When the founders of the United States wrotethe Declaration of Independence, they said that a “decent respect” for the opinion of people everywhere required the American colonies to tell the world why they were freeing themselves of British rule. The American founders believed that their cause could not win unless they had the confidence free someone /something from/of: 1. to allow someone/something to go free 2. take away from (a person, animal, or place) anything uncomfortable, inconvenient, difficult, unwelcome, etc. We must do whatever we can to free some parts of the country of poverty. of other peoples. She opened the window to free the room of smoke. Close 1/7

15. When the founders of the United States wrotethe Declaration of Independence, they said that a “decent respect” for the opinion of people everywhere required the American colonies to tell the world why they were freeing themselves of British rule. The American founders believed that their cause could not win unless they had the confidence of other peoples. • Detailed Study of Text A Public Relations The American founders believed ... unless they had the confidence of other people. The American founders thought/held that they could free themselves from British rule only on the condition that they won the confidence of other people. — Close 1/7

16. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more confidence in a company if they know something about it. 2/7

17. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more flourish v. 1. be successful, very active or widespread New business can flourish in the present free economic climate. 在目前自由的经济气候中，新经济能兴旺发展起来。 2. grow healthily; be well and active This species of flower flourishes in such a warm place. 这种花在温暖的地方长得茂盛。 Close confidence in a company if they know something about it. 2/7

18. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more actionn. 1. [u] process of doing sth. [c] thing done; deed 采取独立的行动 take independent action 悔恨自己的不良行为 regret one’s bad actions Close confidence in a company if they know something about it. 2/7

19. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more • affect:v. to cause some result or change in; influence • cf. effect: • 1. n. change produced by an action; result • v .( formal) to bring about, usually according to one’s • wishes ;cause to occur The tax increases have affected us all. The advertising campaign didn’t have much effect on sales. He was able to effect certain changes in government policy. Close confidence in a company if they know something about it. 2/7

20. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more public opinion — the opinion of a majority of the people generally, especially as a force in determining social, political or economic action. Close confidence in a company if they know something about it. 2/7

21. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more Likely: a. probable 今天晚上，她可能会来看我。 She is likely to visit me tonight. It is likely that she will visit me tonight. Close confidence in a company if they know something about it. 2/7

22. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourishif it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organization information about how its actions might affectpublic opinion-- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company’s activities, plans, or ideas. This is necessary because people are likely to have more Confidence:n. firm trust (in sb., in sb’s ability, or in what is said, reported, etc) Don’ t put too much confidence in what the paper say. 不要过分相信报纸上的话。 I have little confidence in her. Close confidence in a company if they know something about it. 2/7

23. There is not just one big public whose opinion a company has to worry about if it is to survive and grow. Only a few organizations, such as a national government, are solarge that all the public has some opinion about their actions. Most companies and organizations have to think about the opinions of smaller groups -- their customers, for instance, or their workers or their shareholders. A company must also have the trust and goodwill of its neighbors in the places where it has factories and offices. The company must be on good terms with the government,because every business can be seriously affected by government laws or regulations. 3/7

24. There is not just one big public whose opinion a company has to worry about if it is to survive and grow. Only a few organizations, such as a national government, are solarge that all the public has some opinion about their actions. Most companies and organizations have to think about the opinions of smaller groups -- their customers, for instance, or their workers or their shareholders. A company must also have the trust and goodwill of its neighbors in the places where it has factories and offices. The company must be on good terms with the government,because every business can be seriously affected by government laws or regulations. There is not just one big public ... to survive and grow. — Any company expecting to continue to exist and develop its business can not just show its concern about the opinions of large groups. 一个公司想要生存和发展,必须考虑的不只是一个大范围内公众的意见。 翻译: Close 3/7

25. There is not just one big public whose opinion a company has to worry about if it is to survive and grow. Only a few organizations, such as a national government, are solarge that all the public has some opinion about their actions. Most companies and organizations have to think about the opinions of smaller groups -- their customers, for instance, or their workers or their shareholders. A company must also have the trust and goodwill of its neighbors in the places where it has factories and offices. The company must be on good terms with the government,because every business can be seriously affected by government laws or regulations. so…that : with the result that; to the extent that Rewrite the following sentences: He speaks so fast at the meeting that nobody can understand. Her business /grow rapidly /she consider /hiring employees. Her business is growing so rapidly that she’s considering hiring employees. Close 3/7

26. There is not just one big public whose opinion a company has to worry about if it is to survive and grow. Only a few organizations, such as a national government, are solarge that all the public has some opinion about their actions. Most companies and organizations have to think about the opinions of smaller groups -- their customers, for instance, or their workers or their shareholders. A company must also have the trust and goodwill of its neighbors in the places where it has factories and offices. The company must be on good terms with the government,because every business can be seriously affected by government laws or regulations. be on good/bad terms with: to get along well with; have a friendly relationship/bad relationship with Mr. Smith was no longer on good terms with his brother. It is quite easy for a teacher like him to be on good terms with his students. Close 3/7

27. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. 4/7

28. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interest, and feelings. If a company wants to have the trust and goodwill of other people, it must in the first place think carefully about their beliefs, interests, and feelings. — 要赢得别人的信任首先得考虑别人的信仰, 利益和感情。 翻译: Close 4/7

29. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. • so as to: in order to • Rewrite the sentences after the model with “so as to “. • All of our departments work hand in hand. This is to serve • you in the most effective way. All of our departments work hand in hand so as to serve you in the most effective way. • I’m going to make an early start. I do not want to get • stuck in the traffic. I’m going to make an early start so as not to get stuck in the traffic Close 4/7

30. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. take ... into account: to consider or include particular facts or details when making a judgment or decision What are the most important factors they take into account when making judgments on companies? 当评价一个公司时，他们所考虑的最重要的因素是什么。 take account of This kind of approach does not take full account of differences between models. take ... into consideration I always take fuel consumption into consideration when buying a car. Close 4/7

31. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. as if/though: used to describe how a situation seems to be It looks as if/though it is going to rain. A subjunctive mood is often used in the clause introduced by “as if” or “as though”. She treats me as if I was/were a stranger. Close 4/7

32. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. care about: to be worried, anxious, or concerned (about) He cares about nothing but money. cf. care for: means “like” in questions and negative sentences. I don’t much care for chocolate. Close 4/7

33. Gaining the confidence of others requires, first of all, thoughtfulness about other people’s beliefs, interests, and feelings. Public relations begins by planning one’s actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if itcares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. 因此，大多数公司都会考虑采取任何一个行动时将会对公众的看法有什么影响，比如搬迁到一个新的地方或购买另一个企业。 翻译: Close 4/7

34. Most large companies have a public relations department, which tells the public about the company’s plans and activities. The department is made up of writers, editors, photographic and picture experts, and researchers. There are many ways to reveala company’s activities and character. A very effective one is through speeches by officials of the company before organizations such as the local chamber of commerce and various clubs. 5/7

35. Most large companies have a public relations department, which tells the public about the company’s plans and activities. The department is made up of writers, editors, photographic and picture experts, and researchers. be made up of: to consist of; be composed of The United Kingdom is made up of Great Britain and Northern Ireland There are many ways to reveala company’s activities and character. A very effective one is through speeches by officials of the company before organizations such as the local chamber of commerce and various clubs. The family is made up of Jane, her husband and three children Close 5/7

36. Most large companies have a public relations department, which tells the public about the company’s plans and activities. The department is made up of writers, editors, photographic and picture experts, and researchers. reveal: v. to make known (something previously unknown or secret) His letters reveal a different side of his personality. There are many ways to reveala company’s activities and character. A very effective one is through speeches by officials of the company before organizations such as the local chamber of commerce and various clubs. reveal one’s musical ability 显露出某人的音乐天赋 reveal the truth/ a secret 吐露真相/泄露秘密 Close 5/7

37. The speeches are usually reported in the newspapers and are often reprinted for distribution to government officials, educators, journalists, and others who might be interested in the company’s views. Printed pamphlets and booklets, including the company magazine and the annual report of the management to the shareholders, also help informthe public about a company. Motion-picture films are often used to show people something about a company. A company may also, as a public service, undertakeprojects not directly connected with its business, to help make society better. 6/7

38. The speeches are usually reported in the newspapers and are often reprinted for distribution to government officials, educators, journalists, and others who might be interested in the company’s views. Printed pamphlets and booklets, including the company magazine and the annual report of the management to the shareholders, also help informthe public about a company. Motion-picture films are often used to show people something about a company. A company may also, as a public service, undertakeprojects not directly connected with its business, to help make society better. inform ... about/of: to tell; give information or knowledge to The radio announcer informed his audience of the plane crash soon after it happened. Please keep me informed (of/ about what happens). 有事通知我。 Close 6/7

39. The speeches are usually reported in the newspapers and are often reprinted for distribution to government officials, educators, journalists, and others who might be interested in the company’s views. Printed pamphlets and booklets, including the company magazine and the annual report of the management to the shareholders, also help informthe public about a company. Motion-picture films are often used to show people something about a company. A company may also, as a public service, undertakeprojects not directly connected with its business, to help make society better. undertake: v. to accept that you are responsible for a piece of work, and start to do it undertake a task /a project /research/a study I must undertake responsibility of the work now. Close 6/7

40. Besides using their own public relations staff, many companies hire independent public relations firms, which work for several clients at once. Specially trained outsiders often see trends or problems that people inside a company might miss because they are too close to the situation. Anyone who plans to do public relations work should get as broad an education as possible. In addition to a college education, work in some area of the communications field -- on a newspaper or with a broadcasting station -- is useful for the future public relations officer. 7/7

41. Besides using their own public relations staff, many companies hire independent public relations firms, which work for several clients at once. Specially trained outsiders often see trends or problems that people inside a company might miss because they are too close to the situation. Anyone who plans to do public relations work should get as broad an education as possible. In addition to a college education, work in some area of the communications field -- on a newspaper or with a broadcasting station -- is useful for Specially trained outsiders often see trends or problems that people inside a company might miss because they are too close to the situation. 受过专门训练的非本公司的人员常常能看到本公司的人由于当事者迷而可能忽视的某些动向和问题。 翻译: Close the future public relations officer. 7/7

42. Besides using their own public relations staff, many companies hire independent public relations firms, which work for several clients at once. Specially trained outsiders often see trends or problems that people inside a company might miss because they are too close to the situation. Anyone who plans to do public relations work should get as broad an education as possible. In addition to a college education, work in some area of the communications field -- on a newspaper or with a broadcasting station -- is useful for in addition (to sb. / sth. ): as an extra person, thing or circumstance They were close personal friends in addition to business partner. 他们除了是生意伙伴，还是亲密的好朋友。 In addition to the names on the list there are six other applicants. 除了名单上的人之外，还有六个申请人。 Close the future public relations officer. 7/7

43. Public relations is a general term describing a wide variety of techniques used by various institutions to present themselves in a favorable light to the general public. To win public support and trust has, therefore, become the essence of PR work, which has been well established ever since the moment when American founders wrote their Declaration of Independence. The same still holds true now for any organizations or companies expecting for their survival and growth. In addition to a decent respect for other people’s beliefs, interests and feelings, many companies may also give a due consideration to the opinions of the big public and smaller groups. Many large companies, therefore, have a public relations department which does almost everything such as speeches, printed materials, films to help inform the public about its company. Furthermore, many companies may also hire independent public relations firms to exert their influence on public opinion. • Summary of Text A Click the title to continue…

44. Useful Phrases and Expressions win the confidence and goodwill of 赢得信任和好感 be on good terms with 与……友好相处 take into account 首先得考虑 以……为出发点 thoughtfulness about 做出决定 make a decision 采取行动 take action care about other people 关心别人 搬迁到一个新的地方 moving to a new location 1/2

45. Useful Phrases and Expressions reveal a company’s activities 向外公布 年度管理报告 annual report of the management 与其业务没有关系 not connect with the business a public service 为客户服务 忽视某些动向和问题 miss some trends or problems 广泛的教育 a broad education 传媒领域 area of the communication field 对未来有益处 is useful for the future 2/2

46. 一年挣十万以上美金 得到他们的信任 体重增加 • Exercise 9 Decide which of the expressions may use the verb “gain”and which may use the verb “earn” and then put the Chinese parts in the following sentences into English, using some of the expressions. earn ________more than 100000$ a year gain/earn _____________their confidence __________ weight gain 1/5

47. 更好地了解 谋生 使他赢得了国家奖 获得更多关注 • Exercise 9 __________a better understanding of gain _______a living earn ______him a national award earn _______more attention gain 2/5

48. 专家们为县里赢了 上百万美元 得到他人的尊重 加速 • Exercise 9 earn The experts ____________ the county many millions of dollars gain/earn ___________ the respect of someone _______speed gain 3/5

49. Exercise 9 1. The work in itself may have been enough to (使他赢得了这个奖)_______________________. 2. The first turn was easy but we gradually _____________(加速). 3. He stopped publishing his original works and _____________ (谋生) as a journalist. 4. These days, I don’t use a scale at all because I know when I’ve ___________________(体重增加). earnhim this award gainedspeed earneda living gainedweight 4/5

50. gaineda better understanding of • Exercise 9 5. It is my hope that you have all (已更好地了解了)________ __________________________ Asia, its economies and its exciting opportunities. 6. To __________________________ (得到他们的信任) you must tell them what your program or issue is about and how it will benefit them. 7. It is up to you to prove your skills and _______________ (得到尊重) of your employer and the organization. 8. According to the survey, 18 percent of the staff engineers ______________________________(一年挣10万以上美金). gain/ earntheir confidence gain/ earnthe respect earnedmore than $100000 a year 5/5