補(bǔ)全短文 專項(xiàng)練習(xí)與答案精講 二

（二）Public Relations

Public relations is a broad set of planned communications about the company, including publicity releases, designed to promote goodwill and a favorable image.

Publicity then is part of public relations when it is initiated by the firm,　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 with marketing efforts. Poor communication and no coordination may be the consequences.　2　, this influence generally may be less than that provided by the other components of the public image mix.

Publicity may be in the form of news releases　3　. Publicity on the other hand should not be divorced from the marketing department, as it can provide a useful adjunct to the regular advertising. Furthermore,　4　; 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.

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. Many factors impact on the public image. Many of these have to do with the way the firm does business,　5　. 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.

A. that have favorable overtones for the company initiated by the public relations department

B. not all publicity is initiated by the firm

C. usually in the form of press releases or press conferences

D. such as its product quality, the servicing and handling of complaints, and the tenor of the advertising

E. what it means to the company is

F. Although the basic purpose of public relations is to provide positive influence on the public image

［詞匯提示］

public relations 　公共關(guān)系

publicity n. 宣傳

stockholder n. 股東

news release 　新聞稿

［高頻考點(diǎn)］

考點(diǎn)1：對(duì)主題句的判斷是否準(zhǔn)確；

考點(diǎn)2：時(shí)態(tài)的一致性原則；

考點(diǎn)3：對(duì)句際間關(guān)系的掌握；

考點(diǎn)4：句意的前后呼應(yīng)；

考點(diǎn)5：內(nèi)容銜接、意思連貫的關(guān)系。

［主旨大意］

第一段介紹公共關(guān)系的定義以及包括的方面。公共關(guān)系主要是為了提高企業(yè)的信譽(yù)和樹立良好的企業(yè)形象。

第二段主要介紹宣傳的方式及適當(dāng)?shù)男麄髋c失敗的宣傳對(duì)企業(yè)會(huì)造成的影響。

第三段介紹宣傳方式，如通過新聞稿進(jìn)行宣傳以及任命外部咨詢公司進(jìn)行宣傳。

第四段是講企業(yè)應(yīng)對(duì)自己的企業(yè)形象有客觀的了解，同時(shí)正確對(duì)待公共關(guān)系，尤其是對(duì)外宣傳。

［長(zhǎng)難句結(jié)構(gòu)解析］

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. 這句話很長(zhǎng)，但是結(jié)構(gòu)非常簡(jiǎn)單。首先我們可以判斷出句子的開始是由since引導(dǎo)的從句。這個(gè)從句中涉及一個(gè)詞組：communication with：與……交流。那么with后的名詞都為交流的對(duì)象。主句為it is usually placed outside the marketing department，而后面的perhaps as...只是對(duì)marketing department的解釋說明。通過以上的解釋，我們可以很容易地將本句話翻譯出來：因?yàn)楣碴P(guān)系包括同股東、財(cái)務(wù)分析師、政府官員以及其他非客戶群體的溝通，企業(yè)經(jīng)常將公共關(guān)系與市場(chǎng)部門脫離開，可能將其歸至行政部門或是外部的咨詢公司，直接向高層報(bào)告。

［答案解析］

1．C。［解析］通讀后得知本段主要是對(duì)publicity進(jìn)行解釋說明，故很容易選擇C。

2．F。［解析］根據(jù)空格處的逗號(hào)可知，該句與后面句子可以形成并列、轉(zhuǎn)折或伴隨的關(guān)系，選項(xiàng)中只有F符合。

3．A。［解析］前一句說宣傳可以采用發(fā)布新聞的形式，空格處需要對(duì)其進(jìn)行解釋，故答案為A。

4．B。［解析］空格處前面為furthermore，提示下一句為進(jìn)一步的解釋說明，故答案為B。

5．D。［解析］D選項(xiàng)中的product quality, the servicing and handling of complaints, and the tenor of the advertising都與前一句中的Many factors impact on the public image相呼應(yīng)，故答案為D。