Public Relations
Public relations is a broad set of planned communications about the company, including publicity releases, designed to promote goodwill and a favorable image1.
(1) Since public relations involves communications with stockholders,financial analysts,government officials,and other noncustomer groups,it is usually placed outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a limitation because the public relations department or consultant will likely not be in tune with2 marketing efforts. (2)
Although the basic purpose of public relations is to provide positive influence on the public image, this influence generally may be less than that provided by the other components of the public image mix.
(3) Publicity on the other hand should not be divorced from the marketing department4,as it can provide a useful adjunct to5 the regular advertising. (4)
The point we wish to emphasize is that a firm is deluding itself if it thinks its public relations function,whether within the company or an outside firm,can take care of public image problems and opportunities. (5) Many of these have to do with the way the firm does business7,such as its product quality,the servicing and handling of complaints,and the tenor of the advertising. Public relations and directed publicity may help highlight favorable newsworthy events, and may even succeed in toning down the worst of unfavorable publicity, but the other components of the public image mix create more lasting impressions.
词汇：
goodwill .信誉;善意,友好;愿意,乐意
noncustomer group 非消费者群体consulting firm 咨询公司 o
vertone 联想;暗示;次要的作用(或意义);弦外之音
delude 欺骗,哄骗 newsworthy 有新闻价值的
注释：
1.... designed to promote goodwill and a favorable image.：……旨在提高信誉,树立良好形象。
2.in tune with:与……协调,与……一致。例如：
The price of gold coins fluctuates in tune with commodities.金币的价格随商品涨落。
3.be in the form of:是(或有)……形式(或形状)。例如：
Gold was found in the ancient tomb in the form of bars.在古墓中发现了铸成金条的黄金。
4.Publicity on the other hand should not be divorced from the marketing department ...另一方面,宣传也不能脱离营销部门……
5.a useful adjunct to...：对……的有用补充
6.downright ill-advised:十分不明智
7.Many of these have to do with the way the firm does business.其中有许多因素与公司做生意的方式有关。
练习：
A.Publicity may be in the form of news releases that have favorable overtones for the company initiated by the public relations department.
B.Furthermore, not all publicity is initiated by the# firm; some can result from an unfavorable press as a reaction to certain actions or lack of actions that are controversial or even downright ill-advised.
C.Publicity then is part of public relations when it is initiated by the firm,usually in the form of press releases or press conferences.
D.Many factors impact on the public image.
E.It surely causes heavy losses to the company.
F.Poor communication and no coordination may be the consequences.
答案与题解：
1.C文章i一段给公关下定义,其中特别提到公关包括对外宣传。把C放在这里起承接上一 段,引出下一段的作用。
2.F前一句说这种组织设置会成为一种限制,因为公关部门或公关顾问很可能与营销部门不 相协调一致,那么这种情况会造成什么后果呢? F说:“可能会导致沟通不畅、彼此不合作的 后果。”这两句话放在一起意思连贯、顺畅。E似乎也能构成答案,但语气过于肯定,所述内 容过于具体,上下文没有足够的信息使之成为合适的选项。
3.A A句意思为:“公关部进行的宣传也可以是新闻发布形成的。这种形式能为公司带来良 好影响。”后一句说,另一方面,宣传也不能脱离营销部门,因为它是对正规广告宣传的一种 有益补充。这两句话从两个不同的方面谈对外宣传的运作方式及其意义,意思连贯,on the other hand起了衔接作用,属于连接衔接(conjunction)。
4.B B句意思为:“此外,并非所有的宣传都由公司发起,有些宣传来自于媒体的反应,即由于 公司颇有争议甚至十分不明智地采取了或未采取某些行动而引起的媒体的负面反应。”这句 话和前两句都是谈公司的对外宣传,可以自然地构成一个段落,fortherm0re起了衔接作用, 也属于连接衔接。
5.D前一句意思为：“我们想强调的一点是公司如果认为有关公众形象的一切伺题或机遇可 以由从事公关的部门(无论是公司内部部门还是子公司)处理好,那是自欺欺人。”这是从反 面说明问题,D说:“有众多因素作用于公众形象。”这是从正面说明问题,一正一反都要说明 公众形象不是专门的公关部门可以独立做好的简单事情,下文是对众多影响因素的进一步 解释。
译文：公关
公关是指一整套有计划的包括广告宣传在内的公司的对外联络,旨在提高信誉,树立良好形象。
宣传时公关的一部分,一般由公司发起,包括新闻发布会和记者招待会两种常见形式。因为公关包含公司与股东、金融分析家、政府官员及其他非消费者群体之间的联络,所以公关部从营销部划分出去,作为一个直接对总部负责的行政部门或独立的咨询公司。这种组织设置会成为一种限制,因为公关部门或公关顾问很有可能与营销部门不相协调一致。这样就可能导致沟通不畅、彼此不合作的后果。尽管公关的基本目的是要积极创造一种良好的公众形象,然而通常情况下公关部门对于树立公众形象的影响不能与其他有关因素的影响相比。
公关部进行的宣传页可以是新闻发布形式的。这种形式能为公司带来良好影响。另一方面,宣传页不能脱离营销部,因为宣传是对正规广告宣传的一种有益补充。此外,并非所有的宣传都由公司发起;有些宣传来自于媒体的反应,即由于公司颇有争议甚至十分不明智地采取了或未采取某些行动而引起的媒体的负面反应。
我们想强调的一点是公司如果认为有关公众形象的一切问题或机遇都可以由从事公关的部门(无论是公司内部部门还是子公司)处理好,那是自欺欺人。有众多因素作用于公众形象。其中有许多因素与公司经营的方式有关,比如产品的质量、售后服务及顾客意见的处理以及广告的意向。公关和定向宣传有助于突出有新闻价值、能产生有利影响的事件,而且能成功地缓和因不利的宣传带来的不良影响,但是对公众形象的树立具有更加持久影响的却是其他众多因素。
