BEC精品教学（广东外语外贸大学）10Unit 4b.pptVIP

Unit 4b. Public Relations Warm-up Questions Are the following the responsibility of the PR or marketing Department at Skoda? Communication with the press Research into the public’s needs Development of the company’s reputation Brand development Decisions about product pricing Public awareness of company values Listening Eillish O’Shea, PR Manager at Skoda UK, talks about her job. Listen and match the verbs with the phrases to describe the role of the PR Department at Skoda. P47 What is Public Relations? It is the practice of managing the flow of information between an organization and its publics. The main goal of a public relations department is to enhance a company’s reputation. Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works. Advertising VS Public Relations Paid space VS Free Coverage Creative control VS No control Creativity VS A nose for news Target Audience or Hooked Editor Limited or Unlimited Contact Writing Style Listening Eilish explains how Skoda changed public attitudes to the brand when it was relaunched in the UK in 1995. Before your listen, suggest how the company achieved this. Vocabulary Relaunch 重新开始，重新推出 It would be fair to say that … Genuine 真正的 Misconception 误解 Communist era 共产主义时代 On its own依靠自己 Up-to-date最新的、现代的 Communicate … to sb. 向某人传达（信息） Listen again and finish exercise 2 on P48 Reading Eilish organized the UK press launch of the Skoda Octavia in 1998. Complete her launch schedule on the opposite page with the tasks below. P49 E C G D A F B Speaking Work in pairs. Your company is launching a new product in four months’ time. Agree on the following details. The name of the product The venue for the launch The date and time of the event Some details of the event program A final date for returning replies Writing Write a formal letter inviting a journalist to the launch. Write 120-140 words. Include the five points above. * * Vocabular