Public Relation

共享题干题【2015年真题】                                       （一） Public Relation
     根据材料，完成下列的问题。
     Public relations is a broad set of planned communications about the company, including publicity releases,designed to promote goodwill and a favorable image.
     Publicity then is part of public relations when it is initiated by the firm, usually in the________（51）of press releases or press conferences. Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually.________（52）outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. Thi organizational placement can be a ________（53） because the public relations department or consultant will likely not be in line with marketing efforts. Poor communication and no coordination can be the________（54）. Although the basic purpose of public relations is to provide positive influence________（55）the public image, this influence generally may be less than ________（56）provided by the other components of the public image mix.
    Publicity nay be in the form of news releases that have________（57）overtones for the company initiate by the public relations department. Publicity on the other ________（58） should not be divorced from the marketing department,as it can ________（59）a useful adjunct( 辅助 ) to the regular advertising. ________（60）, not all publicity is initiated by the firm; some can________（61）from an unfavorable press as a reaction to certain actions or lack of________（62） that are controversial or even downright ill-advertised.   
   The ________（63）we wish to emphasize is that a firm is deluding( 自欺 ) itself if it thinks its public relations function,whether within the company or an outside firm, can take ________（64）of public image and opportunities. Many of these have to do with the way the ________（65）does business, such as its product quality, the servicing and handling of complaints, etc.