6月英語四級閱讀理解專項訓練:現代公關

時間：2024-10-06 09:09:22 英語四級我要投稿

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6月英語四級閱讀理解專項訓練:現代公關

　　The rise of multinational corporations (跨國公司),global marketing, new communicationstechnologies, and shrinking cultural differences haveled to an unparalleled increase in global publicrelations or PR.

6月英語四級閱讀理解專項訓練:現代公關

　　Surprisingly, since modern PR was largely anAmerican invention, America's relations is beingthreatened by PR efforts in other countries. Ten years ago, for example, the world’s top fivepublic relations agencies were American-owned. In 1991, only one was. The British inparticular are becoming more sophisticated and creative. A recent survey found that morethan half of all British companies include PR as part of their corporate (公司的) planningactivities, compared to about one-third of U.S. companies. It may not be long before Londonreplaces New York as the capital of PR.

　　Why is America lagging behind in the global PR race? First, Americans as a whole tend to befairly provincial and take more of an interest in local affairs. Knowledge of world geography, forexample, has never been strong in this country. Secondly, Americans lag behind their Europeanand Asian counterparts (相對應的人) in knowing a second language. Less than 5 percent ofBurson—Marshall’s U.S. employees know two languages. Ogilvy and Mather has about the samepercentage. Conversely, some European firms have half or more of their employees fluent in asecond language. Finally, people involved in PR abroad tend to keep a closereye on internationalaffairs. 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 TheEconomist, publications not often read in this country.

　　Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Network).Turner recently announced that the word “foreign”would no longer be used on CNN newsbroadcasts. According to Turner, global communications have made the nations of the world sointerdependent that there is no longer any such things as foreign.

　　練習題：

　　Choose correct answers to the question:

　　1. According to the passage, America's relations is being threatened because of________.

　　A. an unparalleled increase in the number of public relations companies

　　B. shrinking cultural differences and new communications technologies

　　C. the decreasing number of multinational corporations in the U.S.

　　D. increased efforts of other countries in public relations

　　2. London could soon replace New York as the center of PR because ________.

　　A. British companies are more ambitious than U.S. companies

　　B. British companies place more importance on PR than U.S. companies

　　C. British companies are heavily involved in planning activities

　　D. four of the world’s top public relations agencies are British-owned