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  3. The past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bo

The past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bo

admin2022-08-04  80
问题     The past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bonuses, plunging share prices and government funding, among other ills, have aroused the anger of the media and public—and created unexpected gain for public-relations firms. The recession has increased corporate demand for PR, analysts say, and enhanced the industry’s status. "We used to be the tail on the dog," says Richard Edelman, the boss of Edelman. But now, he continues, PR is "the organizing principle" behind many business decisions.
    PR has done well in part because it is often cheaper than mass advertising campaigns. Its impact, in the form of favorable reporting in the media or online, can also be more easily measured. Moreover, PR firms are beginning to expand into territory that used to be the domain of advertising firms, a sign of their increasing influence. They used chiefly to pitch story ideas to media outlets and try to get their clients mentioned in newspapers. Now they also dream up and organize live events, web launches and the like. "When you look at advertising versus public relations, it’s not going to be those clearly different," says Christopher Graves, the boss of Ogilvy Public Relations Worldwide.
    PR has also benefited from the changing media landscape. The declining of many traditional media outlets has left fewer journalists from fewer firms covering business. That makes PR doubly important, both for attracting journalists’ attention, and for helping firms bypass old routes altogether and spread news by posting press releases on their websites, for example.
    The rise of the internet and social media has given PR a big boost. Many big firms have a presence on social-networking sites, such as Facebook and Twitter, watched and directed by PR staff. PR firms are increasingly called on to track what consumers are saying about their clients online and to respond directly to any negative comments.
    Perhaps the best indication of PR’s growing importance is the attention it is attracting from regulators. They are worried that PR firms do not make it clear enough that they are behind much seemingly independent comments on blogs and social networks. In October America’s Federal Trade Commission published new guidelines for bloggers, requiring them to disclose whether they had been paid by companies or received free merchandise. Further regulation is likely. But that will not hamper PR’s growth. After all, companies that fall foul of the rules will need the help of a PR firm.
It can be inferred from Paragraph 2 that ________.
选项 A、companies spend less money in PR than in advertisements
B、advertising campaigns are independent from PR
C、PR firms are planning to enlarge their business scopes
D、advertising companies are lacking in core competitiveness
答案C
解析 根据题干可直接定位到第二段。该段第三句Moreover之后的内容表明，公关行业开始进军以前隶属广告业的领域。由此可以判断C项“公关公司计划扩大他们的商业范围”是正确答案。虽然第二段第一句说公关比大型广告便宜，但不能推断出A项“企业花在公关上的钱要比广告费少”，故A项错误。该段第二句讲到公关开始向以前隶属广告业的领域进军，并构想及开展现场活动、网络发布以及类似业务，可见公关与广告活动之间是有联系的，且最后一句也提到，现在两者的区别并不明显，故排除B项“广告活动独立于公关活动之外”。公关行业影响力上升，不能就此推断出D项“广告公司缺乏核心竞争力”，所以D项错误。
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