考研英语（阅读）模拟试卷53.pdfVIP

考研英语(阅读)模拟试卷53

一、阅读(常规阅读理解)(本题共25题，每题7.0

分，共25分。)

Publicrelationsisabroadsetofplannedcommunicationsaboutthecompany,including

publicityreleases,designedtopromotegoodwillandafavorableimage.(41)Since

publicrelationsinvolvescommunicationswithstockholders,financialanalysts,

governmentofficials,andothernoncustomergroups,itisusuallyplacedoutsidethe

marketingdepartment,perhapsasastaffdepartmentoroutsideconsultingfirmreporting

totipmanagement.Thisorganiationalplacementcanbealimitationbecausethepublic

relationsdepartmentorconsultantwilllikelynotbeintunewithmarketingefforts.

(42)Althoughthebasicpurposeofpublicrelationsistoprovidepositiveinfluence

onthepublicimage,thisinfluencegenerallymaybelessthanthatprovidedbytheother

componentsofthepublicimagemix.(43)Publicityontheotherhandshouldnot

bedivorcedfromthemarketingdepartment,asitcanprovideausefuladjuncttothe

regularadvertising.(44)Thepointwewishtoemphasieisthatafirmisdeluding

itselfifitthinksitspublicrelationsfunction,whetherwithinthecompanyoranoutside

firm,cantakecareofpublicimageproblemsandopportunities.(45)Manyof

thesehavetodowiththewaythefirmdoesbusiness,suchasitsproductquality,the

servicingandhandlingofcomplaints,andthetenoroftheadvertising.Publicrelations

anddirectedpublicitymayhelphighlightfavorablenewsworthyevents,andmayeven

succeedintoningdowntheworstofunfavorablepublicity,buttheothercomponentsof

thepublicimagemixcreatemorelastingimpressions.|A|Publicitymaybeintheform

ofnewsreleasesthathavefavorableovertonesforthecompanyinitiatedbythepublic

relationsdepartment.[B]Furthermore,notallpublicityisinitiatedb