Public Relations

Public Relations

Go to Text B

Introductory Remarks

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.

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

1. Useful Phrases and Expressions

2. Exercise 9

3. Exercise 13

4. Exercise 14

Text Reading

After Reading

Oral Practice

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?

How much do you know about public relations?

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.

Oral Practice

What is public relations?

click the question to continue

Dictation

involve 包括；包含；牵涉

release 发布（新闻） ; 发行 ( 书籍，唱片等 )

conduct 领导；控制；指挥

represent 代表，象征；陈述；表现，描述

refer to as 称呼…… 为……

Before listening, you may need to know the following words or expressions.

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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.

Dictation

how a guest is greeted

event

affects

organization

has a hole

Listen to the following short passage and fill in the blanks with the missing words.

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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.

Dictation

media interviews

publicity advertising

activities occurs

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1. The short form for public relations is PR. ( )

2. A company should pay attention to public relations if it is to

develop. ( )

3. 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. ( )

First Reading

T

T

T

T

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Read the text and then decide whether the following statements are

True or False according to the text.

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.

( )

First Reading

F

F

T

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Second Reading

Outline

Part. I

Para. 1

Part. II

Paras. 2-3

The importance of winning public support and trust

The Main Concerns of Public Relations:

winning public confidence and goodwill

giving the public the necessary information about a company

telling the public about a company’s activities, plans or ideas

being on good terms with the public, whether large or small

1.

2.

3.

4.

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Part. III

Paras. 4-8

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:

making speeches

distributing pamphlets and booklets

producing motion-picture filmsundertaking public service projects

hiring independent public relations firms

1)

2)

3)

4)

5)

2/2

When the founders of the United States wrote the

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.

Public Relations

Detailed Study of Text A

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of other peoples.

Public Relations


1/7

Close

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.







of other peoples.

Public Relations


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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.

Close

We must do whatever we can to free some parts of the

country of poverty.

She opened the window to free the room of smoke.







of other peoples.

Public Relations


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The American founders believed ... unless they had

the confidence of other people.

Close

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.

—

2/7

Public relations, too, tries to win the confidence and

goodwill of people. No company, government agency,

school, hospital, or other institution can flourish if 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 affect public 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












Close

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。

This species of flower flourishes in such a warm place.

这种花在温暖的地方长得茂盛。

flourish v. 1. be successful, very active or widespread

2. grow healthily; be well and active












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action n. 1. [u] process of doing sth.

[c] thing done; deed

Close

采取独立的行动take independent action

悔恨自己的不良行为regret one’s bad actions

2/7












affect: v. to cause some result or change in; influence

cf. effect:

1. n. change produced by an action; result

2. v .( formal) to bring about, usually according to one’s

wishes ;cause to occur

Close

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.

2/7












public opinion — the opinion of a majority of the

people generally, especially as a force in

determining social, political or economic action.Close












2/7

Likely: a. probable

Close

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.

2/7












Confidence: n. firm trust (in sb., in sb’s ability, or in what is

said, reported, etc)

Close

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.

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 so large

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.

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There is not just one big public ... to survive and grow.

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 :

Any company expecting to continue to exist and develop its business can not just show its concern about the opinions of large groups.

—

Close












3/7

so…that : with the result that; to the extent that

Rewrite the following sentences:

Her business /grow rapidly /she consider /hiring employees.

Her business is growing so rapidly that she’s considering hiring

employees.

He speaks so fast at the meeting that nobody can understand.

Close












3/7

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

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 it cares

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.

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understand the decision and the reasons it was made. 4/7


thoughtfulness about other people’s beliefs, interest,

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 :

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.

—

Close












understand the decision and the reasons it was made.

4/7

so as to: in order to

Rewrite the sentences after the model with “so as to “.

1. All of our departments work hand in hand. This is to serve

you in the most effective way.

I’m going to make an early start so as not to get stuck

in the traffic Close

All of our departments work hand in hand so as to serve you in the most effective way.

2. I’m going to make an early start. I do not want to get stuck in the traffic.













take ... into account: to consider or include particular facts or

details when making a judgment or decision

take account of

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。

This kind of approach does not take full account of

differences between models.

I always take fuel consumption into consideration when

buying a car.

take ... into consideration

Close













as if/though: used to describe how a situation seems to be

It looks as if/though it is going to rain.

She treats me as if I was/were a stranger.Close

A subjunctive mood is often used in the clause introduced

by “as if” or “as though”.













care about: to be worried, anxious, or concerned (about)

Close

He cares about nothing but money.

cf. care for: means “like” in questions and negative

sentences.

I don’t much care for chocolate.













Most companies, therefore, consider how any action, such

as moving to a new location or buying another business, will

affect public opinion.

翻译 : 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。

Close

5/7

Most large companies have a public relations departmen

t, which tells the public about the company’s plans and activi

ties. The department is made up of writers, editors, photogra

phic and picture experts, and researchers.

There are many ways to reveal a 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

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 family is made up of Jane, her husband and

three children

The United Kingdom is made up of Great Britain

and Northern Ireland

Close

5/7

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)

Close

His letters reveal a different side of his personality.

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

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

inform the 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, undertake projects

not directly connected with its business, to help make society

better.

6/7

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 inform the

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, undertake projects not directly

connected with its business, to help make society better.

6/7

inform ... about/of: to tell; give information or knowledge to

Close

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。

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 inform the

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, undertake projects not directly

connected with its business, to help make society better.

6/7

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

7/7

Besides using their own public relations staff, many comp

anies hire independent public relations firms, which work for s

everal clients at once. Specially trained outsiders often see tre

nds or problems that people inside a company might miss bec

ause they are too close to the situation.

Anyone who plans to do public relations work should get a

s broad an education as possible. In addition to a college educ

ation, work in some area of the communications field -- on a n

ewspaper or with a broadcasting station -- is useful for

the future public relations officer.

7/7

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

7/7

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

Close

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。

Summary of Text A

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.

Click the title to continue…

1/2

Useful Phrases and Expressions

赢得信任和好感 win the confidence and goodwill of

与……友好相处 be on good terms with

首先得考虑 take into account

以……为出发点 thoughtfulness about

做出决定 make a decision

采取行动 take action

关心别人 care about other people

搬迁到一个新的地方 moving to a new location

2/2

Useful Phrases and Expressions

向外公布 reveal a company’s activities

年度管理报告 annual report of the management

与其业务没有关系 not connect with the business

为客户服务 a public service

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

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.

Exercise 9

________more than 100000$ a year

一年挣十万以上美金

earn

_____________their confidence

得到他们的信任

gain/earn

__________ weight

体重增加

gain

1/5

__________a better understanding of

更好地了解

gain

_______a living

谋生

______him a national award

_______more attention

使他赢得了国家奖

获得更多关注

gain

earn

earn

2/5

Exercise 9

___________ the respect of someone

The experts ____________ the county many millions of dollars

专家们为县里赢了上百万美元

得到他人的尊重

_______speed

加速

gain/earn

earn

gain

3/5

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 ).

earn him this award

gained speed

earned a living

gained weight

Exercise 9

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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 ).

better understanding of

gained a

earned more than $100000 a year

gain/ earn their confidence

gain/ earn the respect

Exercise 9

5/5

Exercise 13

Translate the following into Chinese.

1. The American founders believed that their cause could not win unless they had the confidence of other peoples.

2. This is necessary because people are likely to have more confidence in a company if they know something about it.

3. There are many ways to reveal a company’s activities and character.

4. As he sat down and began talking, words poured out.

那时的美国缔造者们相信，只有赢得其他国家人民的信任，他们的事业才能成功。

其所以必要是因为人们对一家公司有所了解才可能对它更为信任。

向外公布一个公司的各种活动和特色有许多办法。

他一坐下来就讲开了，滔滔不绝地讲个没完。

1/2

Exercise 13

5. When snow or ice was on the ground, it was impossible for him to walk, even with help.

6. When I called again an hour later, the nurse at her house told me the impossible.

7. At that time, his mother washed for a living.

8. His visit was taken seriously not only by Dr, Schumann, but also by the companies.

当地上有雪或冰时，行走对他来说就成了不可能的事了，甚至有帮助都不行。

我在一个小时后再次打电话给她的时候，她房里的护士告诉了我一件不可思议的事情。

那时他母亲靠帮人家洗衣谋生。

他的访问不仅舒曼博士很重视，而且那些公司也很重视。

2/2

Translate the following into English.

1. 公共关系工作是这么重要，每一家公司至少应该有一个公共关系部门。

Public relations work is so important that there should

be at least one public relations department in every

company.

so important … that at least

Exercise 14

翻译要点：

参考译文：

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2. 为赢得公众的支持，该公司把自己的活动、计划和设想告诉了他们。

The company told /informed the public about its

activities, plans and ideas so as to win their support.

so as to win one’s support inform…about翻译要点：

参考译文：

2/5

Exercise 14

3. 薪水并不是我首先要考虑的事情。

Salary is not the first thing I’ll take into account.

salary take into account翻译要点：

参考译文：

3/5

Exercise 14

4. 凡打算从事公共关系工作的人都应该接受尽可能广泛的教育。

Anyone who plans to do public relations work

should get as broad an education as possible.

do public relations

as broad an education as possible翻译要点：

参考译文：

4/5

Exercise 14

5. 要赢得别人信任首先得考虑别人的信仰、利益和感情。

Gaining the confidence of others requires, first of

all, thoughtfulness about other people’s beliefs,

interests, and feelings.

gaining the confidence of others

thoughtfulness about

翻译要点：

参考译文：

5/5

Exercise 14

Public Relations

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