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The Development of PR

銆€銆€The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.

銆€銆€Surprisingly, since modern PR was largely an American invention, the U.S. leadership in public relations is being threatened by PR efforts in other countries. Ten years age, for example, the world's top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate Planning activities, compared to about one-third of U. S. companies. It may not belong before London replaces New York as the capital of PR.

銆€銆€Why is America lagging behind in the global PR race? Firstly, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, American lag behind their European and Asian counterparts in knowing a second language. Less than 5 percent of Burson-Marshall's U.S. employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country.

銆€銆€Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Net-work). Turner recently announced that the word 鈥渇oreign鈥� would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the world so interdependent that there is no longer any such thing as foreign.

銆€銆€36銆€According to the passage, U.S. leadership in public relations is being threatened because of __________.

銆€銆€A銆€shrinking cultural differences and new communication technologies

銆€銆€B銆€increased efforts of other countries in public relations

銆€銆€C銆€an unparalleled increase in the number of public relations companies

銆€銆€D銆€the decreasing number of multinational corporations technologies

銆€銆€37銆€The underlined word 鈥減rovincial鈥� (Para. 3) most probably means鈥淿_________鈥�.

銆€銆€A銆€rigid in thinking

銆€銆€B銆€interested in world financial affairs

銆€銆€C銆€like people from the provinces

銆€銆€D銆€limited in outlook

銆€銆€38銆€London could soon replace New York as the centre of PR because __________.

銆€銆€A銆€British companies place more importance on PR than U.S. companies

銆€銆€B銆€British companies are heavily involved in planning activities

銆€銆€C銆€British companies are more ambitious than U. S.

銆€銆€D銆€Four of the world's top public relations agencies are British-owned

銆€銆€39銆€We learn from the third paragraph that employees in the American PR industry __________.

銆€銆€A銆€enjoy reading a great variety of English business publications

銆€銆€B銆€speak at least one foreign language fluently

銆€銆€C銆€are ignorant about world geography

銆€銆€D銆€are not as sophisticated as their European counterparts

銆€銆€40銆€What lesson might be the PR industry take from Ted Turner of CNN? __________.

銆€銆€A銆€The American PR industry should develop global communication technologies.

銆€銆€B銆€People involved in PR should avoid suing the word 鈥渇oreign鈥�.

銆€銆€C銆€American PR companies should be more internationally minded.

銆€銆€D銆€People working in PR should be more fluent in foreign languages.

銆€銆€鍙冭€冪瓟妗堬細

銆€銆€36銆€B鏈瑭㈠晱(w猫n)鐨勬槸缇庡湅(gu贸)鍦ㄥ叕鍏遍棞(gu膩n)绯绘キ(y猫)涓殑闋�(l菒ng)琚栧湴浣嶇殑鍘熷洜鏄粈涔�銆傚緸鏂囩珷鐨勭涓€娈靛彲浠ュ垽鏂稟銆丏銆丆鎵€娑夊強鐨勪笁榛�(di菐n)鏄叕鍏遍棞(gu膩n)绯绘キ(y猫)杩呴€熺櫦(f膩)灞曞拰澧為暦(zh菐ng)鐨勫師鍥�锛岃垏椤屾剰涓嶇銆傝€屾牴鎿�(j霉)绗簩娈电殑鍏�(n猫i)瀹瑰彲浠ヨ偗瀹欱鐐烘纰虹瓟妗�銆�

銆€銆€37銆€D閫欓噷瑕佹眰鐚滄脯(c猫)鍠鈥減rovincial鈥濈殑鎰忕京銆傛牴鎿�(j霉)涓婁笅鏂�锛屼綔鑰呭湪鎸囧嚭鈥滀綔鐐轰竴鍊�(g猫)绺介珨锛岀編鍦�(gu贸)浜哄偩鍚憄rovincial鈥�锛岀穵鎺ヨ憲鍙堣(shu艒)鈥�(缇庡湅(gu贸)浜�)灏�(du矛)鍦版柟浜嬪嫏(w霉)鏇存劅鑸堣叮鈥�锛屸€滈€欏€�(g猫)鍦�(gu贸)瀹�(缇庡湅(gu贸))鐨勯泧鍝＄殑鍦扮悊鐭ヨ瓨(sh铆)寰炰締(l谩i)灏变笉鏄偅涔堝劒(y艒u)绉€鈥�锛屽彲瑕媝rovincial鎳�(y墨ng)鍏锋湁鑸噇ocal椤炰技鐨勬剰鎬�锛屽洓鍊�(g猫)閬搁爡(xi脿ng)涓璂鈥滅嫻灏忕殑涓栫晫瑙€鈥濇渶鐐鸿布鍒�;鑰岄伕闋�(xi脿ng)B鈥滃皪(du矛)涓栫晫閲戣瀺浜嬪嫏(w霉)鎰熻垐瓒ｂ€濊垏浠ヤ笂鍒嗘瀽鐩哥煕鐩�;閬搁爡(xi脿ng)A鍜孋鈥滄€濈董鍒绘澘鐨勨€濆拰鈥滃儚渚�(l谩i)鑷剦(xi膩ng)涓嬬殑浜衡€濆墖鐒�(w煤)寰炴帹娓�(c猫)銆�

銆€銆€38銆€A 鈥滀笉涔呭€暒灏辨渻(hu矛)浠ｆ浛绱愮磩鎴愮偤鍏叡闂�(gu膩n)绯绘キ(y猫)鐨勪腑蹇冣€濇槸鏂囩珷绗簩娈垫渶鍚庡緱鍑虹殑绲�(ji茅)璜�锛屽叾渚濇摎(j霉)鍦ㄧ浜屾鈥淭he British in particular are becoming more sophisticated and creative.A recent survey found that more than half of all British companies include PR as part of their corporate planning activities锛宑ompared to about one鈥晅hird of U.S.companies.鈥濈敱姝ゅ彲瑕嬮伕闋�(xi脿ng)A鈥滆嫳鍦�(gu贸)鐨勫叕鍙告瘮缇庡湅(gu贸)鐨勫叕鍙告洿寮�(qi谩ng)瑾�(di脿o)鍏叡闂�(gu膩n)绯荤殑閲嶈鎬р€濈偤姝ｇ⒑绛旀銆�

銆€銆€39銆€D寰炩€淚n the financial PR area锛宖or instance锛宮ost Americans read the Wall Street Journal.鈥濆彲浠ュ垽鏂稟鏄笉姝ｇ⒑鐨�锛岃€屽緸鈥淎merican lag behind their European and Asian counterparts in knowing a second language.鈥濆張鍙互鍒ゆ柗B鏄尟(cu貌)瑾ょ殑锛屸€淜nowledge of world geography锛宖or example锛宧as never been strong in this country.鈥濆彧鏄(shu艒)鏄庣編鍦�(gu贸)浜哄皪(du矛)鍦扮悊鐭ヨ瓨(sh铆)涓嶆劅鑸堣叮鑰屼笉鏄€滅劇(w煤)鐭モ€濓紝鎵€浠鏄尟(cu貌)瑾ょ殑銆傜劧鍚庤伅(li谩n)绯荤浜屾鈥淭he British in particular are becoming more sophisticated and creative.鈥濆拰鏈涓昏璎涚殑鏄€滅編鍦�(gu贸)鐐轰粈涔堟渻(hu矛)鍦ㄥ叕鍏遍棞(gu膩n)绯绘キ(y猫)钀藉悗鈥濓紝鍙互寰楀嚭绲�(ji茅)璜朌鐐烘纰虹瓟妗�銆�

銆€銆€40銆€C鏍规摎(j霉)Ted Turner of CNN鎵€鑱茬ū鐨勨€溾€he word鈥榝oreign鈥檞ould no longer be used on CNN news broadcasts鈥�锛屽彲瑕婥NN鐨勭櫦(f膩)灞曟柟鍚戣鏀剧溂鍏ㄤ笘鐣�锛屾妸涓栫晫浣滅偤鑷繁鐨勪簨妤�(y猫)鐨勮憲鐪奸粸(di菐n).浣滆€呬箣鎵€浠ュ紩鐢ㄩ€欏€�(g猫)渚嬪瓙鏄兂浠ユ寤鸿鈥滅編鍦�(gu贸)鐨勫叕鍏遍棞(gu膩n)绯诲叕鍙镐篃瑕佹洿澶氬湴鑳告嚪涓栫晫鈥濓紝鍙C鐐烘纰虹瓟妗�銆�

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