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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  96
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 new guidelines for bloggers by America’s Federal Trade Commission are to
选项 A、test whether commentaries on blogs are affected by other factors.
B、indicate that PR’s growing importance has attracted regulators.
C、show that PR firms have to be honest with their customers.
D、restrict PR’s growth on social networks to some extent.
答案A
解析 根据America’s Federal Trade Commission定位到最后一段第3句。该段首句表明公关受到监管当局关注，第2句表明监管当局的担忧，接着谈到美国联邦贸易委员会制定新准则要求博客作者公开自己是否从企业获取报酬或免费商品。A项是对该段第3句的概括，是正确答案。
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