（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

［词汇提示］

public relations 　公共关系

publicity n. 宣传

stockholder n. 股东

news release 　新闻稿

［高频考点］

考点1：对主题句的判断是否准确；

考点2：时态的一致性原则；

考点3：对句际间关系的掌握；

考点4：句意的前后呼应；

考点5：内容衔接、意思连贯的关系。

［主旨大意］

第一段介绍公共关系的定义以及包括的方面。公共关系主要是为了提高企业的信誉和树立良好的企业形象。

第二段主要介绍宣传的方式及适当的宣传与失败的宣传对企业会造成的影响。

第三段介绍宣传方式，如通过新闻稿进行宣传以及任命外部咨询公司进行宣传。

第四段是讲企业应对自己的企业形象有客观的了解，同时正确对待公共关系，尤其是对外宣传。

［长难句结构解析］

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. 这句话很长，但是结构非常简单。首先我们可以判断出句子的开始是由since引导的从句。这个从句中涉及一个词组：communication with：与……交流。那么with后的名词都为交流的对象。主句为it is usually placed outside the marketing department，而后面的perhaps as...只是对marketing department的解释说明。通过以上的解释，我们可以很容易地将本句话翻译出来：因为公共关系包括同股东、财务分析师、政府官员以及其他非客户群体的沟通，企业经常将公共关系与市场部门脱离开，可能将其归至行政部门或是外部的咨询公司，直接向高层报告。

［答案解析］

1．C。［解析］通读后得知本段主要是对publicity进行解释说明，故很容易选择C。

2．F。［解析］根据空格处的逗号可知，该句与后面句子可以形成并列、转折或伴随的关系，选项中只有F符合。

3．A。［解析］前一句说宣传可以采用发布新闻的形式，空格处需要对其进行解释，故答案为A。

4．B。［解析］空格处前面为furthermore，提示下一句为进一步的解释说明，故答案为B。

5．D。［解析］D选项中的product quality, the servicing and handling of complaints, and the tenor of the advertising都与前一句中的Many factors impact on the public image相呼应，故答案为D。