補全短文 專項練習與答案精講 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 　公共關系

publicity n. 宣傳

stockholder n. 股東

news release 　新聞稿

［高頻考點］

考點1：對主題句的判斷是否準確；

考點2：時態(tài)的一致性原則；

考點3：對句際間關系的掌握；

考點4：句意的前后呼應；

考點5：內容銜接、意思連貫的關系。

［主旨大意］

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

第二段主要介紹宣傳的方式及適當的宣傳與失敗的宣傳對企業(yè)會造成的影響。

第三段介紹宣傳方式，如通過新聞稿進行宣傳以及任命外部咨詢公司進行宣傳。

第四段是講企業(yè)應對自己的企業(yè)形象有客觀的了解，同時正確對待公共關系，尤其是對外宣傳。

［長難句結構解析］

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，但是結構非常簡單。首先我們可以判斷出句子的開始是由since引導的從句。這個從句中涉及一個詞組：communication with：與……交流。那么with后的名詞都為交流的對象。主句為it is usually placed outside the marketing department，而后面的perhaps as...只是對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：因為公共關系包括同股東、財務分析師、政府官員以及其他非客戶群體的溝通，企業(yè)經常將公共關系與市場部門脫離開，可能將其歸至行政部門或是外部的咨詢公司，直接向高層報告。

［答案解析］

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

2．F。［解析］根據空格處的逗號可知，該句與后面句子可以形成并列、轉折或伴隨的關系，選項中只有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，空格處需要對其進行解釋，故答案為A。

4．B。［解析］空格處前面為furthermore，提示下一句為進一步的解釋說明，故答案為B。

5．D。［解析］D選項中的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，故答案為D。