實(shí)商務(wù)英語綜合教程（第3版 第二冊）B2U4聽力原文和練習(xí)參考答案

Unit4PublicRelationsListening1LLaurelMMartinM:Laurel,couldyoupleasetellmewhatdutyofyourjobis?L:Well,Iamresponsibleforplanningandmanagingthepublicmedia.M:Whatisthat?L:Inotherwords,dealingwiththepress,televisionandradio,aswellascommunicationswiththepublic.M:HowwouldyoudescribetheroleofPRwithinthecompany?L:Well,themostimportantroleofPRistocommunicatewiththepublic.M:Thatseemslikeatoughjob.L:Ourobjectiveistogiveanaccurateimageofthecompany,itsbrandsanditsvalues.M:Itsoundsgreat.L:Wehavetomakesurethatthepublichasapositiveimageofthecompany.M:WhatarethedifferencesbetweentheMarketingDepartmentandPRdepartment?L:Marketingistofindcustomers’needsandmakethemsatisfied.Marketingdepartmentreachesthepublicthroughadvertising,butwedealwiththepressandwebmedia.M:Interesting!Howtomakethemediaspeakhighlyofyourcompany?L:Trytomakesurethatmediahaveapositiveunderstandingofwhatourcompanyisdoing.Gettingalongwellwiththepressandjournalistsareveryimportant.Thetrustbetweeneachotherisessential.M:Isee.L:Ifyouareinterestedinthefield,youmaycometoourcompanyinthesummervacation.M:Really?L:Yeah,youcanbeaninternhere.M:Great!ThanksL:Youarewelcome.Listening2LLaurelMMartinL:Hey!Itisyou!M:Hello.Hownicetoseeyouagain.Bytheway,thankyoufortheinformationyoutoldmelasttime.L:Mypleasure.Howisitgoing?M:Great!Iamexcitedaboutthis.Iheardthatyoudidverywell.L:Thanks.WhenCherryre-launcheditsbrandherein2023,itwouldbefairtosaythatthecompanyhadanimageproblem.M:Really?HowbigachallengeforthePRDepartment?L:Unfortunately,Cherrywasmisunderstoodbythepublicatthetime.ThereusedtobealotofboringoldjokesaboutCherrycarsonthequalityofcentralengineering.Thestrangethingisthattherealitywasactuallyquitedifferent.M:Sohowdidyougoaboutcommunicatingthisrealitytothepublic?L:weputahugeemphasisonadvertising,everythingfromnationaladvertisingtopoint-of-salematerialsintheshowrooms.OuroverallaimwastocampaignthequalityofCherry.M:AndwhatroledoesthePRDepartmentplay?L:Well,regardlessofhowsuccessfulandeffectiveadvertisingis,thepublicalwaysawarethatthecompanyhascompletecontroloverthemessageandcontentoftheadvertising.M:Thatiscorrect.L:Whenthepublicreadspositivethingsintheirfavoritemagazineornewspaper,it’sthejournalist’sowncommentthatinfluencespeople.So,ourjobistocommunicatethequalityofCherrytothemotoringpress.M:Havingseentheverypositivepressthecompanynowenjoys,youobviouslymanagedtodothat,buthow?L:Oneofthepresseventsarrangedwasatriptoseethemanufacturingplanttoshowthemjusthowgoodthefacilitywas.M:Great.IwishsomedayIcouldbelikeyouinthisarea.L:Iamsureyouwill.M:Oh,itistimeforthemeeting.Nicetalkingwithyou.L:Metoo.M:Seeyou.L:Seeyouaround.KeystotheTasksTask11.duty2.publicmedia3.thepublic4.describetheroleofPR5.objective6.positiveimage7.MarketingDepartment8.reaches9.themedia10.DealingTask21.F2.F3.F4.F5.TTask51.information2.imageproblem3.wasmisunderstood4.regardlessof5.controlover6.positive7.owncomment8.arranged9.talking10.MetooTask61.Thecompanyhadanimageproblem.2.Theyfocusonadvertising.3.Theycontroloverthemessageandcontentoftheadvertisement.4.TheycommunicatethequalityofCherrytothemotoringpress.5.HewishessomedayhecouldbelikeLaurelinthisarea.Task91.A2.B3.A4.C5.ATask101.Themainobjectiveofpublicrelationsistomaintainapositivereputationofthebrandandmaintainastrategicrelationshipwiththepublic,prospectivecustomers,partners,investors,employeesandotherstakeholderswhichleadstoa

\o"WhatisBrandImage?ExplanationandExamples"positiveimageofthebrand

andmakesitseemhonest,successful,important,andrelevant.2.Publicrelationsagenciesdon’tbuyads.Theydon’twritestoriesforreporters,andtheydon’tfocusonattractivepaidpromotions.Theyratherpromotethebrandbyusingeditorialcontentappearingonmagazines,newspapers,newschannels,websites,blogs,andTVprograms.3.Developingacrisispublicrelationsstrategy;Writinganddistributingpressreleases;Anticipating,analyzing,andinterpretingthepublicopinionandattitudestowardsthebrandanddraftingstrategieswhichuse

freeorearnedmedia

toinfluencethem.4.7types.5.Governmentrelationsisrepresentingthebrandtothegovernmentwithregardtofulfillmentofpolicieslikecorporatesocialresponsibility,faircompetition,consumerprotection,employeeprotection,etc.Task11Fillintheblankswithoutreferringtothepassage.1.63%2.reputation3.negative4.strategies5.communication6.organizations7.plan8.imageTask12CompletethesentencesbytranslatingtheChinesegiveninbracketsintoEnglish.1.distributeourproducts2.executetheplanwithus3.counselagainst4.beapriority5.thebestpossiblepositioningTask131.C2.A3.B4.C5.CTask14Completethefollowingsentenceswiththeinformationgiveninthepassage.1.comprehensive2.objectives3.outreach4.landingpages5.expenseTask16Identifythefollowingnounclauses.1.賓語從句2.主語從句3.同位語從句4.表語從句5.賓語從句6.賓語從句7.同位語從句8.表語從句9.主語從句10.同位語從句Task17Makethebestchoiceforeachofthefollowingsente