职称英语考试

试题来源：2014年职称英语考试综合类B级真题及答案
Public Relations
【来自于2014职称英语教材综合类B级补全短文第8篇】
Publicrelations is a broad set of planned communications about the company, includingpublicity releases, designed to promote goodwill and a favorable image．
Publicitythen is part of public relations when it is initiated by the firm, usually inthe (51)of press releases or press conferences．Since publicrelations involves communications with stockholders, financial analysts, governmentofficials, and other noncustomer groups, it is usually (52) outside the marketing department, perhaps as a staff department or outsideconsulting firm reporting to top management．This organizational placement canbe a (53) l because the public relations department orconsultant will likely not be in tune with marketing efforts．Poorcommunication and no coordination may be the (54) ．Althoughthe basic purpose of public relations is to provide positive influence on thepublic image, this influence (55) may be less than (56)provided by the other components of the public image mix．
Publicitymay be in the form of news releases that have (57)  overtonesfor the company initiated by the public relations department．Publicity on theother (58)  should not be divorced from the department marketing asit can (59)  a useful adjunct to the regular advertising．(60) ,not all publicity is initiated by the firm; some can (61)  from anunfavorable press as a reaction to certain actions or lack of (62) that are controversial or even downright ill-advised．
The(63) we wish to emphasize is that a firm is deluding itself if itthinks its public relations function, whether within the company or an outsidefirm, can take (64)  of public image problems and opportunities．Many factors impact on the public image．Many of these have to do with the waythe (65) does business, such as its product quality, the servicingand handling of complaints, etc．