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PASSAGE 10 Public Relations ?Public relations is a broad set of planned communications about the company, including publicity1 releases, designed to promote goodwill2 and a favorable image. Publicity then is part of public relations when it is initiated3 by the firm, __(1)__. Since public relations involves communications with stockholders, financial analysts4, government officials, and other noncustomer groups, it is usually placed outside the marketing5 department, perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a limitation because the public relations department or consultant6 will likely not be in tune7 with marketing efforts. Poor communication and no coordination8 may be the consequences. __(2)__, this influence generally may be less than that provided by the other components9 of the public image mix. Publicity may be in the form of news releases ___(3)___. Publicity on the other hand should not be divorced from the marketing department, as it can provide a useful adjunct to the regular advertising10. Furthermore, __(4)__; some can result from an unfavorable press as a reaction to certain actions or lack of actions that are controversial or even downright ill-advised. The point we wish to emphasize is that a firm is deluding11 itself if it thinks its public relations function, whether within the company or an outside firm, can take care of public image problems and opportunities. Many factors impact on the public image. Many of these have to do with the way the firm does business, __ (5)__. Public relations and directed publicity may help highlight favorable newsworthy events, and may even succeed in toning down the worst of unfavorable publicity, but the other components of the public image mix create more lasting12 impressions. EXERCISE; A) that have favorable overtones for the company initiated by the public relations department B) not all publicity is initiated by the firm C) usually in the form of press releases or press conferences D) such as its product quality, the servicing and handling of complaints, and the tenor of the advertising E) what it means to the company is F) Although the basic purpose of public relations is to provide positive influence on the public image KEY: C F A B D 点击  收听单词发音
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