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  3. The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences ha

The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences ha

admin2012-05-19  54
问题     The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.
    Surprisingly, since modern PR was largely an American invention, the U. S. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago, for example, the world’s top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate planning activities, compared to 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 race? Firstly, 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, American lags behind their European and Asian counterparts 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 employees 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.
We learn from the third paragraph that employees in the American PR industry
选项 A、enjoy reading a great variety of English business publications
B、speak at least one foreign language fluently
C、are ignorant about world geography
D、are not as sophisticated as their European counterparts
答案D
解析 细节推断题。采用排除法。根据第三段In the financial PR area，for instance，most Americans read the Wall Street Journal可以判断A项是不正确的。根据American lags behind their European and Asian counterparts in knowing a second language可以判断B项是错误的。Knowledge of world geography，for example，has never been strong in this country只是说明美国人对地理知识不感兴趣而不是“无知”，所以C项是错误的。然后联系第二段The British in particular are becoming more sophisticated and creative和本段主要内容可以得出D为正确答案。
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