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Part One Speaking for Public Relations 第一部分 实用公关英语言语沟通技巧1

UNIT 1 Speaking in Public 公关演讲技巧1

Lesson 12

Text A：At Banquet Welcoming President Nixon Premier Zhou En Lai's Toast 在为美国总统尼克松举行的欢迎宴会上周恩来总理的祝酒词2

Text B：President Nixon's Toast 尼克松总统的祝酒词6

Reading for Further Information 阅读与背景资料：11

Lesson 219

Text A：President's Welcoming Message to Inter-national Tourists 总统致海外旅游者的欢迎词19

Text B：A Sales Talk 促销演说20

Reading for Further Information 阅读与背景资料：26

Lesson 334

Text A：An Announcement 口头通知34

Text B：Introducing a Speaker 介绍演讲者35

Text C：The Eulogy：In Memory of Robert Kennedy 颂词：纪念罗伯特·肯尼迪37

Reading for Further Information 阅读与背景资料：42

UNIT 2 Telephone Communication 电话沟通50

Lesson 451

Text A：A Making an Appointment 电话预约51

Text B：A Telephone Recording 录音电话53

Text C：A Telephone Recording 录音电话提示54

Text D：A Telephone Message Form 电话记录55

Reading for Further Information 阅读与背景资料：56

UNIT 3 News Conferences 新闻招待会62

Lesson 563

Text A：Qian Qi Chen on China's Foreign Policy and Present International Situation 钱其琛关于外交政策和当前国际形势答记者问63

Reading for Further Information 阅读与背景资料：86

UNIT 4 Negotiations 谈判技巧93

Text A：The Negotiation with an Unsatisfied Customer 与不满意客户的谈判94

Lesson 694

Reading for Further Information 阅读与背景资料：104

Part Two Writing for Public Relations 第二部分 实用公关英语写作技巧115

UNIT 5 Advertising 广告115

Lesson 7116

Text A：Magazine Advertising 杂志广告116

Text B：Newspaper Advertising 报纸广告119

Reading for Further Information 阅读与背景资料：122

Lesson 8131

Text A：Television Advertising 电视广告131

Text B：Radio Advertising 广播广告135

Text C：Out-of-home Advertising 户外广告137

Text D：Out-of-home Advertising 户外广告138

Reading for Further Information 阅读与背景资料：138

Text A：Institutional Advertising 企业形象广告151

Lesson 9151

Text B：Advocacy Advertising 问题公关广告153

Text C：Public Service Advertising 公益广告158

Reading for Further Information 阅读与背景资料：162

UNIT 6 Brochures 宣传卡169

Lesson 10170

Text A：A Selling Brochure 促销性宣传卡170

Text B：An Informational Brochure 信息性宣传卡176

Reading for Further Information 阅读与背景资料：184

UNIT 7 The News Release 新闻报道191

Lesson 11192

Text A：A Press Release 报纸新闻报道192

Text B：A Radio Release 广播新闻报道194

Text C：A Photo Release 图片新闻报道196

Reading for Further Information 阅读与背景资料：197

UNIT 8 Business Letter Writing 商务信函写作205

Lesson 12206

Text A：A Letter of Invitation 邀请信206

Text B：An Invitation Card 请柬208

Text C：A Letter of Accepting a Formal Invitation 接受正式邀请函209

Text D：A Letter of Accepting a Formal Invitation 接受正式邀请函210

Text E：A Letter of Refusing an Invitation 谢绝邀请函211

Text F：A Letter of Invitation 邀请函212

Text G：A Wedding Invitation 婚礼请柬214

Reading for Further Information 阅读与背景资料：215

Lesson 13222

Text A：A Letter of Inquiry 问询信函222

Text B：Answering Inquiries 回复问询函225

Text C：An Announcement to a New Customer 通告新客户函226

Text D：A Special Announcement 特别通告228

Text E：A Letter of Application 求职申请和简历229

Text F：An Application Letter 申请代理信函237

Reading for Further Information 阅读与背景资料：239

Lesson 14244

Text A：A Letter of Apology 致歉信函244

Text B：A Letter of Congratulation 祝贺信函246

Text C：A Letter of Thanks 感谢信函247

Text D：A Follow-up Letter 追续促销信函249

Text E：A Letter of Sympathy 唁函251

Text F：A Card of Sympathy 慰唁卡254

Reading for Further Information 阅读与背景资料：255

UNIT 9 Report Writing 报告写作264

Text A：CNTA Sydney Office Tavel Promotion Program 1990 CNTA悉尼办事处1990年旅游促销策划报告265

Lesson 15265

Reading for Further Information 阅读与背景资料：304

Part Three Practical Skills and Strategies for Public Relations 第三部分 实用公关运作策略与技巧313

UNIT 10 Meetings 会议313

Lesson 16314

Text A：First Announcement of APSP314

亚太地区报刊与科技和社会发展研讨会一号通知314

Text B：Reply Form 通知回执325

Text C：Notice for Schedule Change 会议议程变更通知327

Text D：Notice of Public Relations Managers Club of Beijing 北京公关管理者俱乐部通知328

Reading for Further Information 阅读与背景资料：329

UNIT 11 Media Strategies of Public Relations 巧用公关媒体339

Text A：The Chronicle Advertising Rate Card 《记事报》广告刊发价格表340

Lesson 17340

Text B：Rate Card of Vision TV 视点电视台广告播放价格表346

Reading for Further Information 阅读与背景资料：355

UNIT 12 Planning and Producing Audio-visual Materials 视听材料的策划与制作364

Lesson 18365

Text A：A Video News Release：China Travel Fair'92 电视新闻报道：’92中国旅游交易会闭幕365

Text B：Public Relations On Line：Welcome to No.10 网上公关：欢迎来唐宁街10号367

Reading for Further Information 阅读与背景资料：369

UNIT 13 Copy Editing and Printing 文稿的编辑与印刷381

Lesson 19381

Text A：Editing and Proofreading a Letter 信函编辑校对范例381

Text B：Proof Reader's Marks 编辑校对符号384

Reading for Further Information 阅读与背景资料：386

Reference and Suggested Readings 参考与推荐阅读书目403