The article review(文章导读):
UNIT 1 Text A PRE-READING TASK Exercise 1 Before reading the passage, try to answer the questions. 1. Do you know what public relations is? 2. What is the usual abbreviation for public relations? 3.
Text(正文):
UNIT 1
Text A
PRE-READING TASK
Exercise 1
Before reading the passage, try to answer the questions.
1. Do you know what public relations is?
2. What is the usual abbreviation for public relations?
3. Why do companies use public relations?
Now compare your answers with your neighbours'.
Public Relations
1. When the founders of the United States wrote the Declaration of Independence, they said that a "decent respect" for the opinion of people everywhere required the American colonies to tell the world why they were freeing themselves of British rule. The American founder believed that their cause could not win unless they had the confidence of other peoples.
2. Public relations, too, tries to win the confidence and goodwill of people. No company, government agency, school, hospital, or other institution can flourish if it pays no attention to what the people think of it. Public relations is the activity of giving a business or other organisation information about how its actions might affect public opinion -- or how public opinion might affect its actions. It is also the job of the public relations officer to tell the public about a company's activities, plans, or ideas. This is necessary because people are likely to have more confidence in a company if they know something about it.
3. There is not just one big public whose opinion a company has to worry about if it is to survive and grow. Only a few organisations, such as a national government, are so large that all the public has some opinion about their actions. Most companies and organisations have to think about the opinions of smaller groups -- their customers, for instance, or their workers or their shareholders. A company must also have the trust and goodwill of its neighbours in the places where it has factories and offices. The company must be on good terms with the government, because every business can be seriously affected by government laws or regulations.
4. Gaining the confidence of others requires, first of all, thoughtfulness about other people's beliefs, interests, and feelings. Public relations begins by planning one's actions so as to respect the rights and beliefs of other people. Unless a public relations program takes these things into account, it can do little to help a company. Not all the money in the world, nor the most skilful writers or speakers, can make a company look as if it cares about other people if the company really does not care. Most companies, therefore, consider how any action, such as moving to a new location or buying another business, will affect public opinion. Having made a decision, the company wants everyone to understand the decision and the reasons it was made.
5. Most large companies have a public relations department, which tells the public about the company's plans and activities. The department is made up of writers, editors, photographic and picture experts, and researchers.
6. There are many ways to reveal a company's activities and character. A very effective one is through speeches by officials of the company before organisations such as the local chamber of commerce and various clubs. The speeches are usually reported in the newspapers and are often reprinted for distribution to government officials, educators, journalists, and others who might be interested in the company's views. Printed pamphlets and booklets, including the company magazine and the annual report of the management to the shareholders, also help inform the public about a company. Motion-picture films are often used to show people something about a company. A company may also, as a public service, undertake projects not directly connected with its business, to help make society better. |
