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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

admin2015-02-09  32
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 bail-outs, among other ills, have aroused the anger of the media and public—and created a windfall 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 coverage 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 clout. 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. "It may be indistinguishable at some point where one ends and the other begins."
    PR has also benefited from the changing media landscape. The withering 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 disseminate 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, overseen 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 commentary.
    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 commentary 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.
The rise of social media has greatly promoted PR in that
选项 A、people can get more information from on-line communication.
B、companies need to get firsthand feedback from the consumers.
C、PR staff are the best to track and tackle network criticisms.
D、businesses need someone to take care of public opinions.
答案D
解析 第四段谈到社交网络对公关的发展影响极大。该段最后一句PR firms are called on to…是被动语态，结合上一句可知公关公司是受big firms的要求，跟踪(track)和回应(respond)消费者的网上回馈。可见D项的表述正确。
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