Unit 6 Public Relations

大连理工大学出版社

Unit 6Public Relations

世纪商务英语听说教程 4 ( 第四版 )

Learning Objectives

1. To get to know the goal of public relations.

2. To know the scope of public relations.

3. To understand what a company does in order to win the

goodwill of people.

4. To be able to play roles in a given public relations situation.

Contents

Part I Active Listening1

Part II Fun Break2

Part III Additional Listening3

Part IV Viewing & Speaking4

Active Listening

Dialogue 1

performance n. 性能

launch v. 把……投放市场

impressive a. 给人深刻印象的

output n. 产量，输出，输出量

stock n. 库存

assembly line 装配线，生产线

Visiting the Factory

Words and Expressions

Active Listening

Directions: Listen to a dialogue and fill in the following table.

Tapescript

Exercise 1

The Information about the Factory

the company 1. a manufacturer in this line in China

2. has offices all over the world

the latest product 1. just a month ago

2. a product with high

number of employees employees in this plant and about in

the overseas offices

market share in domestic market and in world market

leading___________

34___________

launched___________

performance_______________

20,000___________ 300________

40%_________ 7%_______

Active Listening

Directions: Listen to the dialogue again and answer the following questions.

Exercise 2

1. What is the relationship between the two speakers?

Customer and seller.____________________________________________________________

2. From which section did they start the tour?

They started from the assembly line.____________________________________________________________

3. How does the company prepare for urgent orders?

They keep a stock of the fast-moving items.____________________________________________________________

Active Listening

Dialogue 2

liaison n. 联系

internal a. 内部的

contractor n. 承包商

external a. 外部的

interpret v. 解释；说明

announce v. 宣布，宣告，发表

news conference 记者招待会

A PR Person’s Responsibility

Words and Expressions

Active Listening

Directions: Listen to a dialogue and put the following words or phrases in the

correct category.

Exercise 1

Tapescript

Internal Publics External Publics

employees

independent contractors

family members of employees

stockholders

________________________________

________________________________

________________________________

________________________________

the public in general employees buyers of a product

independent contractors stockholders users of a service

family members of employees members of the news media

the public in general

buyers of a product

users of a service

members of the news media

________________________________

________________________________

________________________________

________________________________

Active Listening

Directions: Listen to the dialogue again and fill in the table with the

information you hear.

Exercise 2

The Responsibilities of the Elements in PR Means of Communication

media liaison

has the responsibility to with internal

publics

public relations

people

have the responsibility for

on media relations.

with external

publics

media

decide when and how to

release information.

_____________________

_____________________

company magazines, letters,

notices, and periodic reports

_______________________

_______________________

advertising the

organization’s officials

_____________________

_____________________

Active Listening

Passage

promote v. 促进proximity n. 接近，靠近live a. 实况转播的campaign n. ( 政治或商业性 ) 活动Luxembourg n. 卢森堡target group 目标顾客群a variety of 多种的Polar Bear 北极熊press conference 记者招待会press release 新闻发布会

Coca-Cola’s Success

Words and Expressions

Active Listening

Directions: Directions: Listen to a passage and decide whether the statements

are true (T) or false (F).

Exercise 1

Tapescript

1. Coca-Cola and Soutirages Luxembourgeois are business partners.

2. The intention of the campaign is to promote Coca-Cola’s product.

3. The events lasted from June 1st to September 14th, 2002.

4. There were 20 hot air balloons including three 150 feet high Coca-Cola bottles and

one 60 feet high Polar Bear in the Balloon Night Glow.

5. Coca-Cola Balloon Night Glow attracted 14,000 visitors during the day.

6. Coca-Cola Balloon Night Glow was reported on newspapers and TV.

7. Although the campaign was a great success with the public, it left a bad impression

on the city authorities.

8. After the campaign, sales got promoted.

F( )

F( )

F( )

T( )

F( )

F( )F( )

F( )

Active Listening

Directions: Listen to the passage again and fill in the table with the

information you hear.

Exercise 2

Purpose To promote the two companies, create and

with their target groups.

Events Coca-Cola Balloon Night Glow, and fireworks in the old city,

a big party closing Luxembourg’s summer program,

and press releases, media campaign and

Result These activities proved to be in many aspects.

a nice image_____________ proximity____________

press conferences__________________

laser show___________

advertisement campaign_______________________.

a great success________________

Fun Break

Directions: Listen to a joke and answer the questions.

Tapescript

1. What was the mathematician’s answer? How did he make that answer?

2. What was the accountant’s answer? How did he make that answer?

3. What was the public relations officer’s answer? Why did he say so?

Additional Listening

Public Relations

Words and Expressions

goodwill n. 友好，亲善

survive v. 生存，幸存

shareholder n. 股东

regulation n. 规章，条例，法令

Additional Listening

Directions: Listen to a passage and fill in the table with the information you

hear.

Tapescript

Exercise 1

What do they usually do respectively concerning public relations?

public relations officers tell the public about a company’s ,

, or .

a company or an organization thinks about ; has

; is on good

terms with the government.

the opinions of smaller groups____________________________

activities__________

plans__________ ideas__________

the trust and goodwill of its neighbors in the places

where it has factories and offices

_________________________________________

_____________________________

Additional Listening

Directions: Listen to the passage again and answer the questions briefly.

Exercise 2

1. How do public relations begin?

By planning one’s actions._______________________________________________________________

2. When does a public relations program work?

When it includes respecting the rights and beliefs of other people it works

for.

_______________________________________________________________

3. Which will affect public opinions, money or moving to a new location?

Moving to a new location._______________________________________________________________

4. Can you name some concerns of Public Relations?Moving to a new location or buying another business. _______________________________________________________________

Viewing & Speaking

Useful Expressions for Shopping Online

Shall we...?

How large is...?

How many employees...?

How long is the history of...?

How does your... system operate?

What’s your impression of...?

Well, here we are at.../This is.../That

is...

There are...

Let me take you around...

Our company was founded...

As far as... is concerned, we believe

we are...

I hope you found this trip...

Viewing & Speaking

Directions: Make a dialogue according to the situation and role-play it with

your partner.

Activity 1

Suppose you are the public relations manager in Carpetel Company which produces

household carpets and carpets for offices and hotels. Mr. Lee, a purchase manager from

Hilton Hotel, is going to visit your plant and you’re supposed to guide him during the

tour.

Reference hint: Public relations reception plays an important role and it involves a lot of

delicate work. Visits from business partners show their interest and attention. Therefore,

public relations personnel should grasp this opportunity to promote their company, and

make a good impression to their partner at the same time.

Viewing & Speaking

Activity 2

Directions: Watch a video and then discuss the related PR services offered

by other companies that you know.

Videoscript

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