学位英语

Public Relations

Public relations is a broad set of planned commumcations about the company, includingpublicity releases, designed to promote goodwill and afavorable image'.

-(1)____Since public relations involves communications with stockholders,financial analysts, government officials, and other noncustomer groups,lt is usually placed outsidethe marketing department, perhaps as a staff department or outside consulting firm reporting to topmanagement. This organizational placement can be a limitation because the public relationsdepartment or consultant will likely not be in tune with2 marketing efforts.____(2)____Although the basic purpose of public relations is to provide positive influence on the public image,this influence generally may be less than that provided by the other components of the public imagemix. .___ _(3)____ Publicity on the.other hand should not be divorced from the marketingdepartment4, as it can provide a useful adjunct to'5 the regular advertising.____(4)____The point we wish to emphasize is that afirm is deluding itself if it thinks its public relationsfunction, whether within the company or an outside firm, can take care of public image problemsand opportunities.一__ _(5)____Many of these have to do with the way the firm does. .business', such as its product quality, the servicing and handling of complaints, and the tenor ofthe advertising. Public relations and directed publicity may help highlight favorable newsworthyevents, and may even succeed in toning down the worst of unfavorable publicity, but the othercomponents of the public image mix create more lasting impressions.

A Publicity may be in the formof3 news releases that have favorable overtones for the companyinitiated by the public relations department.

B Furthermore, not all publicity is initiated by the firm; some can result from an unfavorablepress as a reaction to certain actions or lack of actions that are controversial or even downright' ill_advised6.C Publicity then is part of public relations when it is initiated by the firm, usually in the form ofpress releases or press conferences.

D Many factors impact on the public image.

E It surely causes heavy losses to the company.

F Poor communication and no coordination may be the consequences.

答案与题解：

1.C文章第一段给公关下定义，其中特别提到公关包括对外宣传。把C放在这里起承接上一段，引出下一段的作用。

2.F前一句说这种组织设置会成为一种限制，因为公关部门或公关顾问很可能与营销部门不相协调一致，那么这种情况会造成什么后果呢?F说：“可能会导致沟通不畅、彼此不合作的后果。”这两句话放在一起意思连贯、顺畅。E似乎也能构成答案，但语气过于肯定，所述内容过于具体，上下文没有足够的信息使之成为合适的选项。

3.A A句意思为：“公关部进行的宣传也可?是新闻发布形成的。这种形式能为公司带来良好影响。”后一句说，另一方面，宣传也不能脱离营销部门，因为它是对正规广告宣传的一种有益补充。这两句话从两个不同的方面谈对外宣传的运作方式及其意义，意思连贯，on theother hand起了衔接作用，属于连接衔接(conjunction)。

4.B B句意思为：“此外，并非所有的宣传都由公司发起，有些宣传来自于媒体的反应，即由于公司颇有争议甚至十分不明智地采取了或未采取某些行动而引起的媒体的负面反应。”这句话和前两句都是谈公司的对外宣传，可以自然地构成一个段落，furthermore起了衔接作用，也属于连接衔接。

5.D前一句意思为：“我们想强调的一点是公司如果认为有关公众形象的一切问题或机遇可以由从事公关的部门(无论是公司内部部门还是子公司)处理好，那是自欺欺人。”这是从反面说明问题，D说：“有众多因素作用于公众形象。”这是从正面说明问题，一正一反都要说明公众形象不是专门的公关部门可以独立做好的简单事情，下文是对众多影响因素的进一步解释。

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