问答题Task 1 Mini-presentation Why is corporate culture important to the company? —The distinctive personality of one organization. —The foundation for all decisions. Task 2 Role-Play and Discussion Culture diversity in the business setting You and your business partner from other company talk about the culture diversity in the workplace; your discussion may include the following points. —How culture influences business. —The role ethnic group plays in the company.

问答题{{B}}Cover Letter and Résumé{{/B}} Cover letter Your cover letter is a potential employer's first impression of you and can be the most vital part of the application packet. A well written letter entices the employer to read your resume. A poorly constructed cover letter may doom your resume to the "No Need to Read" pile. A cover letter serves to: 1. create a favorable first impression 2. introduce yourself 3. demonstrate your professionalism 4. illustrate your communication skills A cover letter has three general sections. The first section should create interest and explain why you are writing. It should state the type of position you are applying for, as well as how you heard about the company. Also in your first paragraph, refer to your enclosed or attached resume. The second part or paragraph should explain your interest in this type of position. You should relate your qualifications to the job opening, and use action verbs to describe your experience. This should be brief. Be specific in what you have to offer the company. The third part is the closing paragraph. Here you request action, such as an appointment, an interview, or some other definite action. Make this action easy for the reader to take by listing the best time to call you, the best number to reach you on, and/or your email address to contact you electronically. Close by restating your interest in the company. {{B}}Cover Letter Format{{/B}} Date Your Contact Information Name Address City, State, Zip Code Phone Number Email Address Employer Contact Information ( if you have one) Name Title Company Address City, State, Zip Code Salutation Dear Mr./Ms. Last Name, Body of Cover Letter The body of your cover letter lets the employer know what position you are applying for, why the employer should select you for an interview, and how you will follow-up. First Paragraph The first paragraph of your letter should include information on why you are writing. Mention the position you are applying for and where you found the job listing. Include the name of a mutual contact, if you have one. Middle Paragraph(s) The next section of your cover letter should describe what you have to offer the employer. Mention specifically how .your qualifications match the job you are applying for. Remember, you are interpreting your resume, not repeating it. Final Paragraph Conclude your cover letter by thanking the employer for considering you for the position. Include information on how you will follow-up. Complimentary Close Respectfully yours, Signature Handwritten Signature( for a mailed letter) Typed Signature {{B}}Sample Business Cover Letter{{/B}} April 27,2006 Director, Human Resources Cure-All Laboratories 25 Oak Lane Rouses Point, NY 12979 To Whom it May Concern: Suzanne Smith, a regional sales manager at Cure-All, suggested I write to you regarding a possible full-time staff position in your sales department. I have heard a great deal about Cure-All over the years and know it is a well-respected and innovative leader in the pharmaceuticals industry. I would love the opportunity to begin my professional career at such an organization. I am graduating from Saint Michael's College in May with a major in Economics. Through my academic training, I have acquired a firm understanding of business practices and the business applications of computers. My previous employment has involved extensive customer service and retail sales. In addition, for the past two years I have been employed at Dale Associates in Burlington, Vermont as a research assistant, a position that has made me familiar with a wide variety of resources and research tools. As a result of these experiences, I have developed the technical, organizational and. interpersonal skills necessary to succeed in a major pharmaceutical company. I am enclosing my resumé in support of my application and references are available upon request. If my qualifications are of interest to you, I can be available for an interview at your convenience. I can be contacted at the address below until my graduation on May 13. After that date, I can reached at the permanent address on my resumé. Thank you for your time and consideration. I look forward to hearing from you. Sincerely, Michael O. MacMoney Saint Michael's College Box 0000 Winooski Park Colchester, VT 05439 (802)654-0000 mmacmoney@smcvt.edu enclosure {{B}}Practice{{/B}} Write a cover letter for Li Ming to Dr. Anderson according to the following information: Mr. Li Quanzhi told Li Ming that Dr. Anderson, the principal of one American university, is planning to offer a Chinese language course to the students in the next academic year. Dr. Anderson is searching for a Chinese teacher who fits for the position. Li Ming is very interested. Some qualifications and experience of Li Ming: —teaching Chinese literature and composition at college level since 2006 —teaching the Chinese language and culture to students from English-speaking courtries —know well the common problems of the students and how to adapt teaching to achieve the best results —years of intensive English training {{B}}Model{{/B}} January, 27,2009 Li Ming 2819 Jinlin Road Shanghai 200002 China Phone Number: 021-62756117 Email Address: liming@yahoo.com.cn Dear Dr. Anderson, Mr. Li Quanzhi who has just returned to China from your university informed that you are considering the possibility of offering a Chinese language course to your students in the next academic year and may have an opening for a teacher of the Chinese language. I am very much interested in such a position. I have been teaching Chinese literature and composition at college level since 2006. In the past three years, I have worked in summer programs, teaching the Chinese language and culture to students from English-speaking courtries. As a result, I got to know well the common problems of these students and how to adapt teaching to achieve the best results. With years of intensive English training, I have no difficulty conducting classes in English and feel quite comfortable working with American students. I will be available after February 2009. Please feel free to contact me if you wish more information. Thank you very much for your consideration and I look forward to hearing from you. Sincerely yours, Li Ming {{B}}Résumé{{/B}} A good résum é promotes you well and conveys your life achievements and your aspirations in the best possible manner. It presents an accurate picture of what you are capable of and what you have done so far. Your resume convinces the reader that you are the person with the resources, qualifications and qualities réquiréd for the current job. The most interesting résumés are the ones that have some energy and action. Using action verbs while writing the resume helps in adding energy. While describing your previous jobs do not merely list your responsibilities but describe how you made a difference with the responsibilities they gave you. Quantify your achievements wherever possible, highlighting the change you created. Keep the language crisp and stick to the basics. The resume need not be long to make an impression. It must be interesting enough to take you through to the interview phase. Résumés consist of separate sections. Below sections are commonly used. Profile: This section of your résum é is like the picture in the advert. But unlike a picture, it doesn't show your face-instead it's a snapshot of your experience and skills. It sits at the top of your résumé, just below your name and contact details. In two or three sentences, you need to highlight one or two important areas of your experience and pinpoint two or three key skills and abilities. Make sure these are relevant to the advertised job(you can change your profile to suit whichever post you're applying for). You can also mention your career goals/objectives, or what you're seeking in your next job. Make sure this section sounds concise and fairly upbeat-everybody is looking for a motivated employee! Achievements: The best achievements to include are those that can be measured in financial figures, statistics, numbers of people or units, as these show how you can help to bring about results. Achievements can also be differences that you've made to the way systems are set up or how organizations are run. Reports you've written or awards you've won also count as achievements. Likewise, very fast promotions within the same organization are worth including. Career history/Work Experience: Start with your current or most recent job and work backwards through your work history. For each job, give the employer's name and location, your job title and the dates you started and finished. provide details of your duties for each post. Start with the most important responsibility and work downwards. Use bullet points to keep it neat and clear. Education/Qualifications: This section should briefly list the candidate's educational history going back as far as an undergraduate degree, listing the institution(s)attended, the degree(s)received and the dates of attendance. Skills: This section may contain important information such as computer knowledge, languages spoken and memberships in professional organizations. Personal Details and Hobbies: Not everybody includes these more personal sections these days. If you do include a Personal Details section, add it at the end of the resume and include your date of birth, driving license (if relevant), marital status and nationality. The final two details are optional-employers don't necessarily wish to see them. Hobbies and interests are not always important to an employer. However, for certain jobs, your outside interests might tell them a bit more about you-such as your personality, leadership potential and team working skills. Tips: 1. Your descriptions need to be short and to the point, yet they also need to be readable and persuasive from the employer's point of view. Try to use effective statements and professional language. Always be positive and keep your language short and punchy-this makes the resume a more inspiring read. 2. Spacing, aligning and layout are very important when you write your resume, in order to create a positive and professional impression. 3. Use "dynamic" and "action" verbs such as: attained, accomplished, conducted, established, facilitated, founded, managed, etc. 4. Do not use the personal pronoun 'T' in your resume, use tenses in the past, e.g. Established and managed a new sales force for the region. {{B}}Sample Résum é 1{{/B}} Richard Anderson 1234, West 67 Street, Carlisle, MA 01741, (123)-456 7890. Objective: Looking for the greatest opportunity to work as assistant manager for a reputed company. Skills: ·Having 5+ years of experience as assistant manager. ·Able to represent in absence of management. ·Able to complete general aspects of general administration such as bed book, guest list, weekly stock, consumption account etc. ·Able to complete the training of all new household staff. ·Excellent communication and writing skills. ·Proficient with computer literate such as Microsoft Word, Microsoft Excel, Power point and Internet. ·Able to help or supervise the management in the service of meals. ·Responsible for other duties as assigned and as needed. Computer Skills: Proficient with ·MS Office ·Microsoft Excel ·Power Point ·Internet Work Experience: XYZ Company, Town, US Assistant Manager ·Responsible for supervising product inventory. ·Verify quality and quantity of products that are received. ·Provide assistance and solve problems by interfacing directly with customers. ·Responsible for performing daily safety and temperature audits adhering to standards. ·Responsible for handling schedules and other related personal issues for employees. ·Responsible for other duties as assigned and as needed. Education: Bachelor of Science in Business Management References: Available upon request. {{B}}Sample Résumé 2{{/B}} Cory Weinstock 90 Elm Way Philadelphia, PA 99999 Phone: (888)888-8888 Fax: (888)222-2222 Objective: To enhance a company's performance by providing effective marketing solutions resulting in future career advancement opportunities. Qualifications: Team Player and professional with three years experience in the Retail Food Industry. High Energy worker with business and Marketing skills. Hard worker and excellent organizational abilities. Excellent verbal and written communications. Skilled Problem-solver. Education: ABC University. Philadelphia, PA. B SBA in Marketing, 2001 Internship at Global Marketing Company, 2000 Experience: Food Server, 1996 to 1999 ARC Company. Philadelphia, PA Worked the front counter, cashier and drive through. Responsible for customer greeting, order taking and cleanup. Ensured all supplies were available in work area. Accepted customer payment and gave change at the register. Notified kitchen workers of special orders. Performed all other duties as assigned. References: Available upon request. {{B}}Practice{{/B}} Prepare a résumé for yourself.

问答题米特·罗姆尼(Mitt Romney)在重复做同样的事情—再次提出里根的问题：“你比四年前过得更好吗?”但是有一些选民认为这是政治手腕，削弱了人们乐观的态度，令选民看不起他。(better off，despise)

问答题中国在抗击艾滋病毒/艾滋病方面取得了显著进展，值得赞扬的是中国政府采取一系列措施，使用科学有效的策略防止疫病流行。(be commended for)

问答题You are going to host a press conference on a new product. Write a note to Mr Smith, the Research and Development Manager: Informing him about the press conference Asking him to submit a report on the development of the new products. Telling him when you need it Write 30-40 words

问答题Essay You are asked to introduce your hometown to some British friends, especially about the traditions in the Spring Festival (or any traditional festival there). Write a letter to describe your hometown in about 150 words. At the end of the description, invite them to visit it.

问答题直截了当的质询容易使人产生戒备心理，而明确地强调积极的一面则是在失败和失望时卓有成效的策略，它把抱怨变成带有欣赏意味的谈话。(put…on the defensive, pronounced)

问答题美国全国社论作家协会(The National Conference of Editorial Writers)在一个有关礼貌问题的项目上起了表率的作用。目的是为了展示在民主社会里，最有用、最可靠的公众讨论方式来源于要做到诚信、合理、公正和公开的承诺。(get a head start，commitment to)

问答题·Read this note you have received from your boss. Mary Brown at Head Office called to invite staff from our branch to have a tour round their new building. Could you reply? 20 people definitely want to go. She wants to know which departments we"d be most interested in seeing. She didn"t say anything about what time the tour would start. Could you please check? Thanks. ·Write an e-mail to Ms Brown: ·thanking her for the invitation to Head Office; ·telling her how many people are planning to go; ·saying which departments people would like to see; ·asking about the time of the visit. ·Write 60-80 words on your Answer Sheet. ·Do not include postal addresses.

问答题To: Fiona Andrews From: Christine Hendrikson Date: 8 April 2009 Pages: 1 Dear Fiona I received a message this morning saying that our meeting on Friday 12 April had been cancelled Unfortunately, the message didn"t give any more details or any alternative dates. Could you just confirm that the meeting has indeed been cancel led and possibly suggest another date? Best regards Christine ·Write a fax to Christine: ·apologizing for cancelling the meeting; ·giving a reason for the cancellation; ·offering a new date and time; ·asking her to confirm the new date and time. ·Write 60—88 words

问答题欧盟的法律要求使用欧洲机场的航班缴纳碳排放费，从而引发了激烈的争论。华盛顿下周将施加压力以求找到全球性的解决方案。希望他们能提出一个各方都能接受的方案。(come up with，ratchet up)

Questions 23-30 Word Tips You will hear a recording about environmental issues. Mark one letter(A, B or C)for the correct answer. After you have listened once, replay the recording.

{{B}}TextA{{/B}}{{B}}BackgroundInformation{{/B}}Businessethicsareaformofappliedethicsthatexamineethicalprinciplesandmoralorethicalproblemsthatariseinabusinessenvironment.Appliedethicsareafieldof.ethicsthatdealwithethicalquestionsinmanyfieldssuchasmedical,technical,legalandbusinessethics.BusinessEthicsaretheapplicationofEthicalvaluestothebusinessworld.Theyapplytoanyandallaspectsofbusinessconduct.Businessethicsarerelevanttotheconductofindividualsandalsorelevanttotheconductofthebusinessorganizationsasawhole.Intheincreasinglyconscience-focusedmarketplacesofthe21stcentury,thedemandformoreethicalbusinessprocessesandactions(knownasethicism)isincreasing.Simultaneously,pressureisappliedonindustrytoimprovebusinessethicsthroughnewpublicinitiativesandlaws(e.g,higherUKroadtaxforhigher-emissionvehicles).Businessescanoftenattainshort-termgainsbyactinginanunethicalfashion;however,suchanticstendtounderminetheeconomyovertime.Businessethicscanbebothanormativeandadescriptivediscipline.Asacorporatepracticeandacareerspecialization,thefieldisprimarilynormative.Inacademiadescriptiveapproachesarealsotaken.Therangeandquantityofbusinessethicalissuesreflectthedegreetowhichbusinessisperceivedtobeatoddswithnon-economicsocialvalues.Historically,interestinbusinessethicsaccelerateddramaticallyduringthe1980sand1990s,bothwithinmajorcorporationsandwithinacademia.Forexample,todaymostmajorcorporatewebsiteslayemphasisoncommitmenttopromotingnon-economicsocialvaluesunderavarietyofheadings(e.g,ethicscodes,socialresponsibilitycharters).Insomecases,corporationshaveredefinedtheircorevaluesinthelightofbusinessethicalconsiderations(e.g.BP's"beyondpetroleum"environmentaltilt).{{B}}SentencedToDeathinChinaMilkScandal{{/B}}BEIJING,Jan.22—AcourtonThursdaysentencedtwomentodeathfortheirrolesinadeadlycontaminated-milkscandalthatembarrassedtheChinesegovernmentandpromptedhundredsoffamiliestosueforcompensation.Thewomaninchargeofthedairycompanyattheheartofthecrisiswassentencedtolifeinprison.Thepunishmentswerethefirstinthescandal,whichbrokeinSeptember.Atleastsixchildrendiedand300000weresickenedbyinfantformulataintedwiththechemicalmelamine,andmorethantwodozencountries,includingtheUnitedStates,recalledorbannedfoodcontainingChinesemilkproducts.TheIntermediatePeople'sCourtinShijiazhuang,wherethedairycompanyisbased,announcedtwootherlifetermsandasuspenddeathsentencethatisexpectedtobecommittedtolifeimprisonment.Sixdefendantsreceivedtermsrangingfromfiveto15years.Thecourtsessionwasclosedtothepublicandconductedunderheavysecurity.TianWenhua,66,thechairwomanofthenow-bankruptSanluGroup,wasthehighest-rankingexecutivechargedinthescandal.Shepleadedguiltytochargesofproducingandsellingfakegoodsandwasfined$3.6million.AthertrialinDecember,sheadmittedknowingaboutthecontaminationformonthsbeforealertingofficials.ThedeathsentencesweregiventoZhangYujun,40,forharmingpublicformulasecuritybyoperatinganundergroundmelamineworkshop,andGengJinping,whoranamilkcollectioncenterandwasconvictedofproducingandsellingpoisonedfood.Melamine,normallyusedtomakefertilizersandplastics,wasaddedtomilktoraiseitsproteinlevelintests.Althoughharmlesstoadults,melaminecancausekidneystonesinyoungchildrenandanimals.Investigationsfoundthatthetradeintheillegaltoxinwasanopensecret,withdairyfarmers,milkcollectioncentersanddairycompaniesofteninvolvedineffortstodisguisemilkofpoorqualityasprotein-rich.FamiliesofsomevictimssaidTianhadbeenmadeascapegoatandwasnotasculpableasthosewholacedmilkproductswithmelamine.Otherssaidsheshouldhavebeensentencedtodeathbutalsoaccusedthegovernmentofbeingmoreconcernedaboutprosecutionsthantheirstill-recoveringchildren."Thegovernmentgaveusonly$300,andmysonisstilllivingwithakidneystone,"saidHuShuixia,38,fromHenanprovince."SomepeoplesaythatthegovernmentwillnevermentiontheSanlucaseagainaftersentencingthesesuspectstodeath.Ratherthansentencingthecriminals,thegovernmentshouldtakecareofourchildren."XuZhiyong,alawyerhelping213familiestryingtosuethegovernment,saidthepenaltiesweretooharshforthosewhoproducedandsoldmelamine,arguingthattheyhadnoideaharmfulitwas."Mostparentsaren'tpayingattentiontothistrialbecausewhattheyneedmostisfaircompensation,whichhasnothingtodowiththesesentences,"hesaid.Sanluand21otherdairyfirmsaccusedofsellingcontaminatedmilkhaveproposeda$160millioncompensationplan,butthefamiliesaredemandingmore.Theparentsofthefirstchildwhodiedafterdrinkingtaintedformulawerepaid$29000,statemediareportssaid.Butpolicehavedetainedandpressuredotherparentsandlawyerstodiscouragethemfromcontactingthemediaandassemblingaclass-actionlawsuit.ComplaintsaboutSanlufirstsurfacedinlate2007,andreportersalertedgovernmentcensorsinMarch.DoctorsnotifiedChina'squalityinspectionofficialsinJuly.China’shealthministerlatersaidSanluwaiteduntilSept.8toalertofficialseventhoughthefirmhadfoundmelamineintestsinAugust.{{B}}Exercises{{/B}}

{{B}}TextA{{/B}}{{B}}BackgroundInformation{{/B}}BrandPowerisasingle-scoremeasureofthesizeandquality(familiarityandfavorability)ofacompany'sreputation.It'sameasureofbrandequitypresentedinbothhistoricalandcompetitivecontext.MoreandmoreChinesecompanies,havingwontheirspursintheirdomesticmarket,arestartingtoexplorenewhorizonsthroughglobalization.Intheprocess,theyfacestrategicandoperationalchallengescenteredaroundonecentralquestion:HowshouldtheymaketheleapfrombeingsuccessfulChineseenterprisestobecomingexcellentglobalones?{{B}}ChineseSportsBrands{{/B}}FromJelenaJankovictopolevaultqueenYelenaIsinbayevaandNBAcourtsacrossAmerica,Chinesesportsbrandsareshruggingtheirshouldersattheglobaleconomicdownturnandsigninghigh-profilepactswithelitestarsandfranchisestomaketheirpresencefeltintheworldmarket.LocalbrandAntawasthefirsttomakeamajormovethisyearbysigningformerworldNo1JankovicduringJanuary'sAustralianOpen.Althoughthecostoftheagreementwasnotdisclosed,AntaisbelievedtohaveluredtheSerbawayfromReebokwithamulti-milliondollarthree-yeardeal.Firstpicture:BeijingGameschampionYelenaIsinbayevaposesduringasigningceremonywithChinesesportswearcompanyLiNinglastweekinBeijing.Second:FormerworldNo.1JelenaJankovicofSerbia,wearinganAntatennisoutfit,competesduringtheWTA(TheWomen'sTennisAssociation)DubaiChampionshipsonFeb18.Thiswasaboldmovegiventheunforgivingeconomicclimatethathasseenbrandssevermassiveendorsementdealsinrecentmonths,Buick-TigerWoodsbeingacaseinpoint.Antaofficialssaidthecompanyhadmanagedtoavoidthefullbruntoftherecessionbyfocusingondomesticdemand."Uptonow,theeconomiccrisishashadlittleimpactonourcompany,"saidVice-PresidentMaoYuying."Wedon'texpecttogetthesamerateofreturncomparedtoourinvestmentin(Jankovic),butwehopetoliftourbrandtonewheightsbycapitalizingonherglobalfame."Apartfromonthetenniscourt,Anta,establishedin1994inJinjiang,Fujianprovince,hasalsosignedHoustonRockets'LuisScola.ScolaworeAntasneakersatthisyear'sall-starweekendinPhoenixaswellasattheBeijingOlympicsinAugustenroutetopickingupabronzemedalforArgentina.Antaspent13.6percentofitsturnoverlastyearoncommercialsandpublicity,whileitssalesvolumeleapt54.8percentto4.63billionyuan(USD670million).Itaddedcloseto1000newsalesoutletstotakeitstotalto5667andlaunched2200newshoedesigns.Butitisnottheonlylocalsportsweartitanenjoyingbriskbusiness.LiNingsnappedupRussia'sdoubleOlympicchampionIsinbayevalastweek,withtheir"Skynolimitforme"advertisingcampaignsubsequentlytakingthemainlandbystorm."Isinbayevarepresentsthepinnacleoftrackandfield,"saidchiefmarketingofficerFangShiwei."Ourrelationshipisaimedatacceleratingourbrand'sinternationalization."Buildingworkbeganearlier,however,withLiNingsigningacropofNBAstarsincludingShaquilleO'Neal,BaronDavis,DamonJonesandJoseCalderon.ThebrandhasalsocementedpartnershipswiththeAssociationofTennisProfessionals(ATP),theNBAandtheSpanishnationalbasketballteam,whichcreatedastormwiththeirpre-Olympicsadcampaignshowingplayersmaking"slit-eyed"poses.LiNing,foundedbytheOlympicchampiongymnastwhomChinaelectedtolighttheOlympicFlameonAug8,hasalsogotinvolvedintheworldoftennis.ItsignedCroatianstarIvanLjubicicandrecentlycontractedChina'sYanZi,atwo-timeGrandSlamdoubleswinner,andNo1-rankedjuniorYangTsung-huaofChineseTaiwan,aboutdeals.Suchdealsrepresentanewtrendofqualityoverquantity,saidWeiJizhong,directoroftheBeijingOlympicEconomyResearchAssociation."Companiesmayretreatfromsponsoringsmallsportseventsandfocusmoreonelitestars,"saidWei,whoalsoservesaspresidentoftheInternationalVolleyballFederation.ThiscertainlyringstrueforPeak,anotherChinesebrandthathasbeenre-brandingitselfforseveralyears.ItbegansponsoringNBAgamesin2005andlatercontractedHoustonRockets'ShaneBattierandcurrentDallasMavericks'starJasonKiddasspokespeople.RecentlyitreachedasponsorshipdealwithInternationalBasketballFederation(FIBA).Meanwhile,Hisense,aChineseconsumerelectronicsfirm,scoredacouplastyearbyclinchingasix-yeartitlesponsorshipdealwiththeAustralianOpenthatturnedtheVodafoneArenaintotheHisenseArena."You'regoingtoseemoreandmoreofthiscomingup,"GregPaull,whoworksatBeijing-basedR3marketingconsultancy,wasquotedassayingbyAFP."Theglobalmulti-nationalsarecuttingbackontheirglobalmarketingandChinesecompaniesarestillgettinggoodlocaldemandandgoodsalesreturnswithintheirhomemarket,"hesaid.Anta'stopbrasswerequicktoaddthattheirplansforglobalexpansionwouldbetemperedbythedomesticmarket."SigningJankovicisstillforthehomemarket,"saidMao."Wehavenoplantofurtherexploretheinternationalsportsmarket,sincethereisstillamassiveamountofroomfordevelopmentinChina."Exercises

{{B}}Background Information{{/B}} Public relations (PR)is the practice of managing the flow of information between an organization and its public. Public relations gain an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because public relations place exposure in credible third-party outlets, it offers a third-party legitimacy that advertising does not have. Common activities include speaking at conferences, working with the press, and employee communication. PR can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. A number of specialties exist within the field of public relations, such as Analyst Relations, Media Relations, Investor Relations or Labor Relations. {{B}}Public Relations{{/B}} A company does not function in a vacuum, but rather as part of a society. That society consists of the people who work for it, the people and companies that do business with it, the public at large, and the government that regulates and taxes it. These groups are known as a company's "publics." In order for a company to deal with these publics effectively, a relationship of trust must exist. Employees will not cooperate with or put forth their best efforts for a company that they do not trust or that they feel is taking advantage of them. The public will not buy products or services from a company that, in their view, is not responsible or trustworthy. And the government, as the protector of the society it governs, is especially vigilant in dealing with a company that it regards as not operating in the public interest. Given these circumstances, every business, whether it is a giant corporation or a small factory, a five-star hotel or a roadside tavern, needs to give some thought to the relationship it has with all the various publics it interacts with. The techniques that a company uses to improve these relationships are known as "public relations", also called PR. The goal of public relations is usually to improve the climate or atmosphere in which a company operates. Here are some results a company might expect from a successful public relations campaign: Its products and services are better known. Its relationship with employees has improved. Its public reputation has improved. A successful public relations campaign can get people to do something that will help a company, stop them from doing something that might hurt it, or at least allow the company to proceed with a course of action without criticism. "An organization with good public relations has a favorable image or reputation, perhaps as a result of public relations activities." Says Richard Weiner, a noted and award-winning public relations counselor. In developing and implementing public relations plans, companies often use a simple five-step process: research or fact-finding, planning, action, communication, and evaluation. A classic example of public relations at work is McDonald's. It has always been important to McDonald's to be known as a company that values cleanliness. Indeed, founder Ray Kroc emphasized cleanliness along with quality, service, and value as being the four most important things in any McDonald's operation. For that reason, Kroc instructed the first McDonald's franchisees to pick up all litter within a two block radius of their stores, whether it was McDonald's litter or not. The company also did many other things to help protect the environment. In 1990, it announced a program called McRecycle in which McDonald's committed itself to buy $100 million in recycled materials for use in building and remodeling its restaurants. It is important to understand the role public relations has played in all the company's decisions. McDonald's has always been socially responsible and extremely concerned about its image. These two facts are part and parcel of its public relationships. To McDonald's, public relationships activities go much deeper than simply sending out press releases and having corporate officers serve on various charitable boards. The company understands that real public relations means taking significant action first, then announcing them to the public. Without the first step, the second would be meaningless. Many companies do not understand this basic principle: If you want to make news, you must first do something newsworthy. {{B}}Exercises{{/B}}

填空题 Questions 13-22 {{B}} Section One{{/B}}(Questions 13-17) You will hear five short recordings. For each recording, decide what the speaker is booking. Write one letter (A--H )next to the number of the recording. Do not use any letter more than once. After you have listened once, replay each recording.A. a seat for a concertB. a table in a restaurantC. a flightD. a holidayE. a rental carF. a meeting roomG. a tennis courtH. a parking space

填空题A. Setting up an Online Home Based Business—2 Mistakes to Avoid B. Tips to Buying Property Abroad C. How to Conduct an Interview? D. Management Communication Techniques E. Five Tips on Advertising Your Property F. Honesty Proves Best Policy for Job Hunter G. Land Investment—An Investors" Guideline H. Five Signs You"re in the Wrong Job

填空题 Questions 13-22 {{B}}Section One{{/B}}(Questions 13-17) You will hear another five recordings. For each recording, decide what the speaker's purpose is. Write one letter(A-H)next to the number of the recording. Do not use any letter more than once. After you have listened once, replay the recordings.A. on the planeB. at the bankC. at the airportD. at the officeE. at the theatreF. at the hotelG. at the customsH. on the bus