进入夏天，少不了一个热字当头，电扇空调陆续登场，每逢此时，总会想起进入夏天，少不了一个热字当头，电扇空调陆续登场，每逢此时，总会想起那一把蒲扇。蒲扇，是记忆中的农村，夏季经常用的一件物品。记忆中的故那一把蒲扇。蒲扇，是记忆中的农村，夏季经常用的一件物品。记忆中的故乡，每逢进入夏天，集市上最常见的便是蒲扇、凉席，不论男女老少，个个手持乡，每逢进入夏天，集市上最常见的便是蒲扇、凉席，不论男女老少，个个手持一把，忽闪忽闪个不停，嘴里叨叨着一把，忽闪忽闪个不停，嘴里叨叨着“怎么这么热怎么这么热”，于是三五成群，聚在大树，于是三五成群，聚在大树下，或站着，或随即坐在石头上，手持那把扇子，边唠嗑边乘凉。孩子们却在周下，或站着，或随即坐在石头上，手持那把扇子，边唠嗑边乘凉。孩子们却在周围跑跑跳跳，热得满头大汗，不时听到围跑跑跳跳，热得满头大汗，不时听到“强子，别跑了，快来我给你扇扇强子，别跑了，快来我给你扇扇”。孩。孩子们才不听这一套，跑个没完，直到累气喘吁吁，这才一跑一踮地围过了，这时子们才不听这一套，跑个没完，直到累气喘吁吁，这才一跑一踮地围过了，这时母亲总是，好似生气的样子，边扇边训，母亲总是，好似生气的样子，边扇边训，“你看热的，跑什么？你看热的，跑什么？”此时这把蒲扇，此时这把蒲扇，是那么凉快，那么的温馨幸福，有母亲的味道！蒲扇是中国传统工艺品，在是那么凉快，那么的温馨幸福，有母亲的味道！蒲扇是中国传统工艺品，在我国已有三千年多年的历史。取材于棕榈树，制作简单，方便携带，且蒲扇的表我国已有三千年多年的历史。取材于棕榈树，制作简单，方便携带，且蒲扇的表面光滑，因而，古人常会在上面作画。古有棕扇、葵扇、蒲扇、蕉扇诸名，实即面光滑，因而，古人常会在上面作画。古有棕扇、葵扇、蒲扇、蕉扇诸名，实即今日的蒲扇，江浙称之为芭蕉扇。六七十年代，人们最常用的就是这种，似圆非今日的蒲扇，江浙称之为芭蕉扇。六七十年代，人们最常用的就是这种，似圆非圆，轻巧又便宜的蒲扇。蒲扇流传至今，我的记忆中，它跨越了半个世纪，圆，轻巧又便宜的蒲扇。蒲扇流传至今，我的记忆中，它跨越了半个世纪，也走过了我们的半个人生的轨迹，携带着特有的念想，一年年，一天天，流向长也走过了我们的半个人生的轨迹，携带着特有的念想，一年年，一天天，流向长长的时间隧道，袅长的时间隧道，袅商务英语U4bObjectivesYou will be able toUnit 4b Public relations talk about PR practise reading for specific information. practise listening for specific information. practise writing a formal letter of invitation. describe your duties and responsibilities. Related Activities and TasksWith employeesDiscussions and negotiations about remuneration and working conditionsDiscussions about career structures, promotion and trainingCommunications about management-employee relationsremuneration 薪酬、报酬 remuneration package 薪酬福利条件；酬金方案Chapter 18 Public RelationsWith business partnersDiscussions about maintaining effective business relationshipsDiscussions about expanding current roles and business tiesSupplying leaflets, handbills, brochures and postersActivities in search of new working relationshipsRelated Activities and TasksChapter 18 Public RelationsWith the communityContributions to the welfare of the communityContacts with dignitaries in local public administration organizations and other businessesSponsorship for various activities and events of the communityOpen days and visits of the people in the community to the companys premisesRelated Activities and TasksChapter 18 Public RelationsWith the mediaInterviews with reportersPreparation and issuance of press releasesArrangements for press conferencesArrangements for exhibitions and demonstrationsPresence on TV and radio, both national and localPublications in magazines and journalsRelated Activities and TasksChapter 18 Public RelationsPress ReleasesCompany NewslettersPublicitySponsored EventsInterviews and Press ConferencesTools of Public RelationsExclusivesPR13Example of a Press Release14A PR campaign should aim at the following goals:Promote a positive local, national and international reputation for the companyEncourage public confidence in the company and its products and servicesThe Goals of Positive Public RelationsIncrease business through positive public exposure and familiarity with the companys name and its strategic advantages over the competitionGain public approval and support for its policiesThe Goals of Positive Public Relations Eilish Oshea, Public Relations Manager at Skoda UK, talks about her job. Before you listen, decide whether the following are the responsibility of the PR or Marketing Department at Skoda.1.communication with the press与报界沟通2.research into the publics needs研究公众的需求3.development of the companys reputation拓展公司名声4.brand development品牌开发5.decisions about product pricing决定产品价6.public awareness of company values公众对公司价值观的了解 What is public relations? Listening 1Now listen and check your answers.17181.communication with the press与报界沟通2.research into the publics needs研究公众的需求3.development of the companys reputation拓展公司名声4.brand development品牌开发5.decisions about product pricing决定产品价6.public awareness of company values公众对公司价值观的了解 What is public relations?What is public relations?Public RelationsMarketing Department1. 3. 6.2. 4. 5.What is public relations? Listening 1Key sentences explanationMy 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公关策略。我的工作是为在英国的斯柯达品牌制定计划和公关策略。This means Im 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。与英国的特许经销商的沟通。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互相理解。公关的首要作用是与公众达成互相理解。the heart of the organization组织的核心组织的核心 19Key sentences explanationOur objective is to give an accurate picture of the company, its brands and what it believes in.我们的目标是准确树立公司的形象，公司品牌以及与公司理念有关的形象。我们的目标是准确树立公司的形象，公司品牌以及与公司理念有关的形象。 We have to make sure that the public has a positive image of the company 我们必须确保公众对公司有一个良好的形象。我们必须确保公众对公司有一个良好的形象。PR, on the other hand, it is more concerned with establishing and maintaining goodwill and understanding between the company and its public.从另外一方面说，公关更关注公司与公众之间建立并维系一种友好的理解。从另外一方面说，公关更关注公司与公众之间建立并维系一种友好的理解。 In PR you have to build long-term relationships with journalist as because you work with them on a regular basis and trust is absolutely essential. 记者们建立一种长期的关系，因为你需要经常与他们合作，而相互信任上必记者们建立一种长期的关系，因为你需要经常与他们合作，而相互信任上必不可少的。不可少的。2021managedeal withprovidegivemaintainbuild the public relations strategythe press, TV and radiothe press and public with informationan accurate picture of the companygoodwill and understandinglong-term relationships管理公关策略管理公关策略 应对报界应对报界, 电视和电台电视和电台向报界和公众提供信息向报界和公众提供信息 树立良好的公司形象树立良好的公司形象 维系一种友好关系，维系一种友好关系，达成互相理解达成互相理解建立长期关系建立长期关系 Listen again. Match verbs with the Match verbs with the phrases to describe the role of the PR phrases to describe the role of the PR Dept.Dept.What is public relations?Speaking22 Work in pairs. Find out about your partners duties and responsibilities. The following phrases are useful for talking about responsibilities.描述工作任务和职责时最常用的表达描述工作任务和职责时最常用的表达My job is to Im responsible for My job involves In this job you have to The benefits of good PRListening 2 23Eilish explains how Skoda changed public attitudes to the brand when it was re-launched in the UK in 1995. before you listen, suggest how the company achieved this. Then listen and check your answers.艾丽茜谈斯柯达公司1995年重新开张时是怎样改变公众态度的。听之前，先试着说说公司是怎样达成这一目标的，然后再听，并核对正确答案。 Listen again and choose one letter for the correct answer.1. B2. A3. C4. C5. A6. B7. C8. BKey sentences24But that was because of peoples misconceptions about the quality of central European engineering. So how did you go about communicating this reality to the public?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.So, our job was to communicate the quality of Skoda to the motoring press.但那是因为人们对中欧制造工艺的质量有误解但那是因为人们对中欧制造工艺的质量有误解。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。视广告宣传，包括国内广告到各展示厅销售点的广告材料。 所以，我们的责任是向汽车报界宣传斯柯达的产品质量。所以，我们的责任是向汽车报界宣传斯柯达的产品质量。那么你是怎样着手把实际情况告诉公众的。那么你是怎样着手把实际情况告诉公众的。 Key sentences25You certainly won over the press. Skoda recently came top of a major consumer magazines annual survey of car owners. Its the biggest customer satisfaction survey of this kind in the UK-based on over 40 000 car owners.The results of the survey made the evening news on the National TV.And that is the real enjoyment for me， seeing my ideas having a clear effect on the forward direction of the brand.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客满意度调查 。调查结果上了国内电视台的晚间新闻。调查结果上了国内电视台的晚间新闻。这里的这里的make 一词的意思为一词的意思为“因有某种特点或者品质而成为因有某种特点或者品质而成为”，“可可转变为转变为”，“适宜作适宜作”。比如，。比如，He will make a fine teacher. 真正使我感到快乐的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。是看到自己的观点对品牌的发展起着明显的作用。 你们当然赢得了报界。你们当然赢得了报界。Key sentences26It is down to me to sort out any problems, so when things go well, I really feel Im 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。司的成功作出了很重要的贡献。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。 Speaking 27Work in pairs. What is the public image of your partners company and its products? Does your partner share the same view of the company? l 竭尽全力来宣传公司的形象 l 树立能够吸引并保住客户的形象 l 公司整体形象各组成要素包括广告，营销系统，宣传活动，公司所处地段，产品价格，产品定位，等等。l散发小广告传单，分发宣传手册或者发布新闻稿件都有助于建立公司形象。 do whatever is appropriate to promote its image. Components of an overall image include advertising, marketing communications, publicity, company locations, prices and product positioning, etc. create the image that attracts and retains clients. Distributing flies, passing out brochures or issuing press releases will also help to create a company image. Speaking 28l 营销策略有助于树立公司形象。 l 顾客服务政策也影响到公司形象。 l 改变他们目前的形象 l 容易合作做生意 l 适应顾客的需要 Its marketing strategy helps to shape company images. Customer service policies also impact company images. enhance their current image easy to do business with adjust to the needs of the customers 29Eilish organized the UK press launch of the Skoda Octavia in 1998. Complete her launch schedule on the opposite page with the tasks below.Organising a PR event Reading A. Ensuring all equipment, branding displays and paperwork etc. are transported to venue.B. Be available to answer questions on all aspects of products/ brands.C. Send out invitations and monitor replies.D. Send guests confirmed details of venue, dates, times and format.E. Choose and book venue.F. Ensure all guests have access to information/personel/products.G. Begin writing press information and designing information packs.30Reading UK Press Launch of Skoda OctaviaUK Press Launch of Skoda OctaviaAdvance preparation3-4 months ahead Set UK on sale date. Make sure launch date does not clash with other manufacturers. (1) Decide on best event format for launch. Decide on invitation list (target most important motoring magazines), national papers, major regional papers and freelance journalists).( E ) Choose and book venue.3-4 months aheadSet 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. 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. 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 brothers wedding, so I wont 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. 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 study32Organising a PR event Reading 6 weeks ahead (2) Organise photographer for launch. (3) Send requests for attendance at launch to senior executives.( C ) Send out invitations and monitor replies.( G ) Begin writing press information and designing information packs.6 weeks aheadSend out invitations and monitor replies. 发出邀请并监控回复。monitor v. 监控The nurse monitored the patients condition carefully. 护士很细心地监察病人的状况Organise photographer for launch. 为发布会安排摄影师。Begin writing press information and designing information packs.开始撰写发布会信息并设计资料袋。Send requests for attendance at launch to senior executives.然后给那些高级经理发出邀请Text study34Organising a PR event Reading 3 weeks aheadSend details of event to venue.Vehicles arrive for preparation and running in.Photography takes place, Choose pictures for press information packs and send to printers.(4) ( D ) Send guests confirmed details of venue, dates, times and format.3 weeks aheadSend details of event to venue. 把活动详细情况发到活动地点。Vehicles arrive for preparation and running in. 汽车进场准备，试开。run in 磨合，试开，试运转I am running my new car in. 我正在试开我的新车。Photography takes place. 照相。Choose pictures for press information packs and send to printers. 为发布会资料袋挑选相片并送去打印。Send guests confirmed details of venue, dates, times and format. 把确定的活动地点，日期，时间和活动形式等各种细节送到发布会的来宾那里。Text study36Organising a PR event Reading 1 week ahead Finalise details with venue (room bookings, presentations, menus, packing etc.).Preparation welcome information and itineraries for guests.Final brief for Skoda staff, venue, vehicle management staff.(5) ( A ) Ensuring all equipment, branding displays and paperwork etc. are transported to venue.1 week aheadFinalise details with venue (room bookings, presentations, menus, packing etc.) 最后确定场所以及具体安排。（预定房间，报告厅，菜单，停车场） finalise v. 使结束;使完结 Lets finalize the proposal. Prepare welcome information and itineraries for guests. 准备好欢迎信息和线路。 itinerary aitinrri n. 旅程的旅程的线路/指南指南,游记游记 a. 巡回的巡回的,游历的游历的,旅程的旅程的He has some more places to visit on his itinerary. 他在旅途中还有几个地方要游览。Final brief for Skoda staff, venue, vehicle management staff. 召集斯柯达公司员工以及发布会场地和车辆管理人员举行最后情况通报会。Ensuring all equipment, branding displays and paperwork etc. are transported to venue. 确保设备，品牌陈列和一些文件送到活动场地。 Text study38Organising a PR event Reading At the eventEnsure everything runs smoothly.(6)(7)Enjoy yourself.( F ) Ensure all guests have access to information/personel/products.( B ) Be available to answer questions on all aspects of products/brands.At the eventEnsure everything runs smoothly. 确保一切运转正常。Ensure all guests have access to information/ personnel/ products. 确保所有来宾都可以看到信息，人员和产品。have access to 接近的机会，能使用have free access to the librarys scientific literature 有免费使用图书馆科学文献的机会Be available to answer questions on all aspects of products/ brands. 能够回答有关产品和品牌的各种问题。be available 可以得到的, 在这里指，如果来宾有问题要问，公司要有相关的人员在场。Enjoy yourself. 好好享受这次活动了。 Text studyOrganising a PR event Speaking 40 Work in pairs. Your company is launching a new product in four months time. Agree on the following details. Then present your ideas to the class. the name of the product the venue for the launch the date and time of the event some details of the event programme a final date for returning replies 41Reference expressionsmeet the promotional requirementspublicise product launch informationplace advertising in newspapersensure that you hit the market target you are aiming forcreate market successin the most timely and cost effective wayprovide guidelines for the timing of all aspects of the launchpresent your product and company with the very best image possibleensure that no delays occur that couldadversely affect your product in the marketkeep your launch on track尽可能展示出你的产品和公司的最好形象 确保不出现可能严重影响产品销售的延误 符合促销要求 宣传产品发布信息 在报纸上做广告 确保取得瞄准的目标市场 取得市场成功 以最为及时，取得最大成本效益的方式 为安排发布会各方面的具体时间提供指导 随时跟踪发布会的情况 Write a formal letter inviting a journalist to the launch. Write 120-140 words. Include the five points above.Organising a PR event WritingWritingDear Mr DowneI am pleased to be able to invite you to the launch of English Tomorrow, the exciting new multi-level CD-ROM program for business English learners. English Tomorrow is published by Talk International in cooperation with Bookers Publishers.The official launch will take place at 3pm on 25th July at the Royal Bell Hotel, South Harford, Somerset.During the afternoon there will be an opportunity for you to try out the material. Moreover the designers Mark Brightman and Sally Waters, and representatives of Bookers Publishers will be present to answer any question you may have.I do hope your schedule will allow you to accept your invitation. I would be grateful if you could confirm your attendance by 20 June at the latest and look forward to hearing from you.Yours sincerelyRuth WilliamsPR manager43Homework 8ItemsContentsSelf-assessmentReadingP52 Self-study 4b P54 Exam Practice RT part 4Preview P55-58ListeningReview Listening Additional Listening 语音 文本SpeakingPrepare P55 Speaking P57 Speaking WritingPreview P58 Writing 44Bye ! Bye-bye!