商务英语U4b.pptx
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1、ObjectivesObjectivesYou 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.3Unit overviewUnit overviewUnit overviewUnit ov
2、erview What is public relations?What is public relations?What is public relations?What is public relations?Listening 1 Responsibility of the PR or Marketing Department Listening 1 Responsibility of the PR or Marketing Department Listening 1 Responsibility of the PR or Marketing Department Listening
3、1 Responsibility of the PR or Marketing Department Vocabulary Match verbs with phrasesVocabulary Match verbs with phrasesVocabulary Match verbs with phrasesVocabulary Match verbs with phrases Language focus Describing duties and responsibilities Language focus Describing duties and responsibilities
4、Language focus Describing duties and responsibilities Language focus Describing duties and responsibilities Speaking Talking about your own duties and responsibilities Speaking Talking about your own duties and responsibilities Speaking Talking about your own duties and responsibilities Speaking Tal
5、king about your own duties and responsibilities The benefits of good PRThe benefits of good PRThe benefits of good PRThe benefits of good PR Listening 2 How Skoda changed public attitudes to the brand?Listening 2 How Skoda changed public attitudes to the brand?Listening 2 How Skoda changed public at
6、titudes to the brand?Listening 2 How Skoda changed public attitudes to the brand?Multiple-choice comprehension questions Multiple-choice comprehension questions Multiple-choice comprehension questions Multiple-choice comprehension questions Speaking How you and the public see your own companies?Spea
7、king How you and the public see your own companies?Speaking How you and the public see your own companies?Speaking How you and the public see your own companies?Organising a PR eventOrganising a PR eventOrganising a PR eventOrganising a PR event Reading Complete a schedule for organising a press lau
8、nch Reading Complete a schedule for organising a press launch Reading Complete a schedule for organising a press launch Reading Complete a schedule for organising a press launch Speaking Organise a press launch for a product of your choice Speaking Organise a press launch for a product of your choic
9、e Speaking Organise a press launch for a product of your choice Speaking Organise a press launch for a product of your choice Writing Write a formal letter of invitation Writing Write a formal letter of invitation Writing Write a formal letter of invitation Writing Write a formal letter of invitatio
10、nUnit 4b Public relations4Vocabulary PreparationVocabulary Preparationpublic imageadvertising campaigncompany valuesdealershippoint-of-saleshowroommanufacturing plantimagecompany imageup-to-datesurvey s:vei product launchpress coverage公众形象广告宣传活动公司价值观商品经销特许权,特许经销商销售网点制造厂形象展示厅公司形象现代的调查产品发布报界对的报道5Vocab
11、ulary PreparationVocabulary Preparationcustomer satisfaction surveymotoring magazinedisplayvenue venju:invitationfreelance journalistinformation packsadvance preparationsenior executiveitinerary aitinrri briefmanagement staff顾客满意程度调查汽车杂志陈列品地点邀请函预先准备高级主管自由撰稿人路线,旅程资料袋简介管理人员Chapter 18 Public RelationsD
12、efinition PR has been defined as the intentional,planned and sustained efforts to establish and maintain goodwill and mutual understanding between a company and the public.公共关系是有意的,有计划和持续的努力建立和保持公司和大众的友好和相互理解。7CustomersEmployeesInvestorsGovernmentCommunitySuppliersSuppliersEmployeesGovernmentInvesto
13、rsCustomersTraditional PR Perspective 2007 McGraw-Hill Companies,Inc.,McGraw-Hill/IrwinPublic Relations DepartmentBroadly:EmployeesCustomers/clientsBusiness partnersCommunityMediaNarrowly:MediaPressTVRadio MagazinesRelated Activities and TasksChapter 18 Public RelationsRelated Activities and TasksWi
14、th 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 partnersDiscussion
15、s 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
16、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 Publ
17、ic 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 Tasks13Press Rele
18、asesCompany NewslettersPublicitySponsored EventsInterviews and Press ConferencesTools of Public RelationsExclusivesPR14Example of a Press ReleaseA PR campaign should aim at the following goals:Promote a positive local,national and international reputation for the companyEncourage public confidence i
19、n 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 Re
20、lations17 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 Smunication 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
21、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?Listening 1Now listen and check your munication 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
22、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?What is public relations?Listening 1Key sentences ex
23、planationKey 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 personn
24、el 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 explanationKey sentences expl
25、anationOur 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 han
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