2. 外语
  3. Public Relations Public relations is a broad set of planned communications about the company, including publicity releases,

Public Relations Public relations is a broad set of planned communications about the company, including publicity releases,

admin2014-07-13  11
问题                             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, usually in the【C1】______ of press releases or press conferences. Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually【C2】______outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a【C3】______because the public relations department or consultant will likely not be in line with marketing efforts. Poor communication and no coordination can be the【C4】______. Although the basic purpose of public relations is to provide positive influence 【C5】______the public image, this influence generally may be less than【C6】______provided by the other components of the public image mix.
    Publicity may be in the form of news releases that have【C7】______overtones for the company initiated by the public relations department. Publicity on the other【C8】______should not be divorced from the marketing department, as it can【C9】______a useful adjunct(辅助)to the regular advertising. 【C10】______not all publicity is initiated by the firm;some can【C11】______from an unfavorable press as a reaction to certain actions or lack of【C12】______that are controversial or even downright ill-advised.
    The【C13】______we wish to emphasize is that a firm is deluding(自欺)itself if it thinks its public relations function, whether within the company or an outside firm, can take【C14】______of public image problems and opportunities. Many of these have to do with the way the【C15】______does business, such as its product quality, the servicing and handling of complaints, etc.
【C12】
选项 A、activities
B、actions
C、performances
D、relations
答案B
解析 该句意思是：有些宣传来自于媒体的反应，即由于公司颇有争议甚至不十分明智地采取了或未采取某些行动而引起的媒体的负面反应。actions意思是“行动”，符合句意。activities活动；performances表现；relations关系。
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