思朝教育機構 Study Dynasty

The main goal of public relations is to strengthen a company’s reputation, People who work in public relations are skilled communicators. It is their job to present the company in the best possible light to customers, investors, and the general public. A positive corporate image increases sales, attracts the most talented workers, and encourages people to invest in a business.

1.PR:Public Relations 公共關係

2.reputation :名聲 = fame 

3.strengthen :優勢、強項

4.skilled :熟練的(人) / skillful :有技巧的

5.communicator :溝通者

6.in the best possible light :盡可能的表現

7.corporate image :企業形象

8.attract :吸引

9.encourage :鼓勵

翻譯：公共關係主要的目標是來加強一家公司的名聲，從事公共關係的人都是一些熟練的溝通者，他們的工作是盡可能地展現公司好的狀態給顧客、投資及一般大眾。正面的企業形象以增加銷售、吸引大部分有能的人才，和鼓勵人們投資公司。

There are many ways in which companies seek to build and maintain their corporate image. A traditional PR strategy is developing good relationshops with the media to make sure the company gets mentioned in the news in a positive way. Some companies give their brand a ‘face’ by using celebrities to promote their products, like sportswear company Nike did with basketball star Michael Jordan. In recent years, businesses have increased their visibility by sponsoring popular sports events such as the Olympics. The biggest Olympic sponsors, such as McDonalds, Visa, Coca Cola, are said to pay US$ 20 million per year to use the Olympic logo in their advertising. Finally , companies try to improve their reputation by taking action that is seen to benefit society or the environment.

10.strategy :策略

11.brand :品牌

12.sportswear :運動用品

13.visibility :能見度

14.sponsor :贊助

15.be said to + 原V :據說

16.be seen to +原Ｖ :被認為 / be seen as + N :被視為

翻譯：公司尋求許多方法來維持公司的形象，傳統的策略是和媒體提升好的關係來確立公司能在新聞當中獲得好的名聲，有一些公司請名人代言產品來當作自己的品牌，例如運動用品公司NIKE與籃球明星邁可.喬丹。在最近幾年中，許東商家紛紛藉由贊助知名的運動賽事來提高自身的知名度，如奧運會。最大的奧運贊助者像是麥當勞、信用卡及可口可樂。據說每年需支付2000萬美金在他們的廣告中使用奧運會的商標。最後，許多公司藉由被認為是造福社會及環境的行動來提高自己的知名度。

Although PR is widely accepted as part of the marketing process it also has its critics. These critics say that all too often. PR means presenting a company in a way that is positive, but not necessarily truthful. For example, a spokesperson may present only the facts that are favorable to the company, and not mention other facts that are equally true, but that could harm the organization. However , then based on ethical principles, company’s PR efforts can strengthen its reputation and contribute to its success.

17.critic :評論家

18.necessarily :必然地

19.truthful :真實的

20.favorable :有利的

21.ethical :道德的

22.principle :原則

翻譯：雖然公關被廣費的認為是行銷過程的一部份但也有他的評論者，這些評論者常常指出，公關的手法式呈現了公司正面的一面，但這不全然是真實的，舉個例子，發言人可能僅告知了對公司有力的事實，並未提及公司其他同樣真實的事實，但這可能會損及組織。然而，在道德原則的基礎上，公司的公關可加強其名聲及成功的貢獻。