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①. listening : Eilish O’shea, 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 Skoda.
斯柯达英国公司的公关经理艾丽茜•欧希谈论她的工作。听之前，先判断下列各项在斯柯达英国公司是属于公共关系部还是销售部的职责。
•Communication with the press
•Research into the public’s needs
•Development of the company’s reputation
•Brand development
•Decisions about product pricing
•Public awareness of company values
与报界沟通
研究公众的需求
拓展公司名声
品牌开发
决定产品价格
公众对公司价值观的了解
要点解释
1 my 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
2 This means I’m responsible for dealing with the press, television and radio, as well as communications with the public and personnel in our UK dealerships.
这就是说，我的职责是负责应对报界，电视和电台，也负责与公众以及与英国的特许经销商的沟通。其中的to be responsible for 意为“对…负责”；而the public 是指“公众”。
3 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。
4 the heart of the organization 组织的核心
5 our objective is to give an accurate picture of the company, its brand 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。
6 …that the public has a positive image of the company 公众对公司有一个良好的形象。
7 RP, on the other hand ,it is more concerned with establishing and maintaining goodwill and understanding between the
company and its public.
从另外一方面说，公关更关注公司与公众之间建立并维系一种友好的理解
8 In RP you have to build long-term relationships with journalist as because you work with them on a regular basis and trust is absolutely essential. 在公关部，你要与记者们建立一种长期的关系，因为你需要经常与他们合作，而相互信任上必不可少的。
manage the public relations strategy 管理公关策略
deal with the press,TV and radio 应对报界，电视和电台
provide the press and public with information 向报界和公众提供信息
give an accurate picture of the company 树立良好的公司形象
maintain goodwill and understanding 维系一种友好关系，达成互相理解
build long-term relationships 建立长期关系
