职称英语综合类学习资料补全短文练习10

时间：2007-06-12 00:51:00

（单词翻译:单击）

PASSAGE 10
Public Relations

　?Public relations is a broad set of planned communications about the company, including publicity1 releases, designed to promote goodwill2 and a favorable image.
　　Publicity then is part of public relations when it is initiated3 by the firm, __(1)__. Since public relations involves communications with stockholders, financial analysts4, government officials, and other noncustomer groups, it is usually placed outside the marketing5 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 consultant6 will likely not be in tune7 with marketing efforts. Poor communication and no coordination8 may be the consequences. __(2)__, this influence generally may be less than that provided by the other components9 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 advertising10. 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 deluding11 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 lasting12 impressions.

EXERCISE;

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

KEY: C F A B D
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1 publicity ASmxx     
n.众所周知，闻名；宣传，广告
参考例句：
  • The singer star's marriage got a lot of publicity.这位歌星的婚事引起了公众的关注。
  • He dismissed the event as just a publicity gimmick.他不理会这件事，只当它是一种宣传手法。
2 goodwill 4fuxm     
n.善意，亲善，信誉，声誉
参考例句：
  • His heart is full of goodwill to all men.他心里对所有人都充满着爱心。
  • We paid ￡10,000 for the shop,and ￡2000 for its goodwill.我们用一万英镑买下了这家商店，两千英镑买下了它的信誉。
3 initiated 9cd5622f36ab9090359c3cf3ca4ddda3     
n. 创始人 adj. 新加入的 vt. 开始，创始，启蒙，介绍加入
参考例句：
  • He has not yet been thoroughly initiated into the mysteries of computers. 他对计算机的奥秘尚未入门。
  • The artist initiated the girl into the art world in France. 这个艺术家介绍这个女孩加入巴黎艺术界。
4 analysts 167ff30c5034ca70abe2d60a6e760448     
分析家，化验员( analyst的名词复数 )
参考例句：
  • City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
  • I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。
5 marketing Boez7e     
n.行销，在市场的买卖，买东西
参考例句：
  • They are developing marketing network.他们正在发展销售网络。
  • He often goes marketing.他经常去市场做生意。
6 consultant 2v0zp3     
n.顾问；会诊医师，专科医生
参考例句：
  • He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
  • Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。
7 tune NmnwW     
n.调子；和谐，协调；v.调音，调节，调整
参考例句：
  • He'd written a tune,and played it to us on the piano.他写了一段曲子，并在钢琴上弹给我们听。
  • The boy beat out a tune on a tin can.那男孩在易拉罐上敲出一首曲子。
8 coordination Ho8zt     
n.协调，协作
参考例句：
  • Gymnastics is a sport that requires a considerable level of coordination.体操是一项需要高协调性的运动。
  • The perfect coordination of the dancers and singers added a rhythmic charm to the performance.舞蹈演员和歌手们配合得很好，使演出更具魅力。
9 components 4725dcf446a342f1473a8228e42dfa48     
（机器、设备等的）构成要素，零件，成分； 成分( component的名词复数 )； [物理化学]组分； [数学]分量； （混合物的）组成部分
参考例句：
  • the components of a machine 机器部件
  • Our chemistry teacher often reduces a compound to its components in lab. 在实验室中化学老师常把化合物分解为各种成分。
10 advertising 1zjzi3     
n.广告业；广告活动 a.广告的；广告业务的
参考例句：
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
11 deluding 13747473c45c1f45fa86bfdf2bf05f51     
v.欺骗，哄骗( delude的现在分词 )
参考例句：
  • They used Teresa's desolation as another proof that believers are deluding themselves. 他们用德肋撒嬷嬷的孤寂再一次论证信徒们是在蒙蔽自己。 来自互联网
  • There is, for instance, a self-deluding interpretation of the contemporary world situation. 比如说有一些对当代世界时局自我欺骗式的阐释。 来自互联网
12 lasting IpCz02     
adj.永久的，永恒的；vbl.持续，维持
参考例句：
  • The lasting war debased the value of the dollar.持久的战争使美元贬值。
  • We hope for a lasting settlement of all these troubles.我们希望这些纠纷能获得永久的解决。

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