Public Relations

Public relations is a broad set of planned communications about the company, including publicity releases , designed to promote goodwill and a favorable image1.

(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 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 image mix.

(3) Publicity on the other hand should not be divorced from the marketing department4, as it can provide a useful adjunct to5 the regular advertising. (4)

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. (5) Many of these have to do with the way the firm does business7，such as its product quality，the servicing and handling of complaints，and the tenor of the advertising. 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.

詞匯：

goodwill .信譽(yù);善意，友好;愿意，樂意

noncustomer group 非消費(fèi)者群體 consulting firm 咨詢公司 o

vertone 聯(lián)想;暗示;次要的作用(或意義);弦外之音

delude 欺騙，哄騙 newsworthy 有新聞價(jià)值的

注釋：

1.... designed to promote goodwill and a favorable image.：……旨在提高信譽(yù)，樹立良好形象。

2.in tune with:與……協(xié)調(diào)，與……一致。例如：

The price of gold coins fluctuates in tune with commodities.金幣的價(jià)格隨商品漲落。

3.be in the form of:是(或有)……形式(或形狀)。例如：

Gold was found in the ancient tomb in the form of bars.在古墓中發(fā)現(xiàn)了鑄成金條的黃金。

4.Publicity on the other hand should not be divorced from the marketing department ...另一方面，宣傳也不能脫離營銷部門……

5.a useful adjunct to...：對(duì)……的有用補(bǔ)充

6.downright ill-advised:十分不明智

7.Many of these have to do with the way the firm does business.其中有許多因素與公司做生意的方式有關(guān)。

練習(xí)：

A Publicity may be in the form of news releases that have favorable overtones for the company initiated by the public relations department.

B Furthermore, not all publicity is initiated by the# firm; 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.

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（責(zé)任編輯：vstara）

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