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Passage 1
The rise of multinational corporations (跨国公司），global. marketing，new communications technologies and shrinking cultural differences have led to an unparalleled increase in global public reiations or PR.
Surprisingly,since modern PR was largely an American invention, the U. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago,for example, the worlds top five public relations agencies were American-owned. In, 1991r9^1y one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than hSlf of all British companies include PR as pprt pf their corporate f公.司的）.,planni坪.activities，compared tp about one-third of U. S. companies. It may not be long,before London replaces New York as the capital of PR.
Why is America lagging behind in the global PR rapQ? First,Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography，for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian com/1 以r/>a$ (相对应的人)in knowing a second language. Less than 5 percent of Burson Marshall’s U.S. employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their emplQyees fluent in a second language., Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance,most Americans read the Wall Street Journal. Overseas,their counterparts read the Journal as well as the Financial Times of London and The Economist,publications not often read in this country.
Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Network) : Turner recently announced that the word “foreign” would no longer be used on CNN news broadcasts. According to Turner,global communications have made the nations of the world so interdependent that there is no longer any such thing as foreign.
1. According to the passage,U. S. leadership in public relations is being threatened because
A. an unparalleled increase in the number of public relations companies
B. shrinking cultural differences and new communications technologies
C. the decreasing number of multinational coi^xjrations in the U.S.
D. increased efforts of other countries in public relations
2. London could soon replace New York as the center of PR because
A. British companies are more ambitious than U.S. companies
B. British companies place more importance on PR than U.S. companies
C. British companies are heavily involved in planning activities
D. Four of the world’s top public relations agencies are British-owned
| 重点单词 | 查看全部解释 | |||
| tend | [tend] | |||
| invention | [in'venʃən] | |||
| sophisticated | [sə'fistikeitid] | 联想记忆 | ||
| interdependent | [.intədi'pendənt] | 联想记忆 | ||
| particular | [pə'tikjulə] | 联想记忆 | ||
| corporate | ['kɔ:pərit] | 联想记忆 | ||
| network | ['netwə:k] | |||
| announced | [ə'naunst] | |||
| replace | [ri(:)'pleis] | |||
| provincial | [prə'vinʃəl] | 联想记忆 |
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