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  3. The past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bo

The past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bo

admin2022-08-04  30
问题     The past year or two has tested the idea that all publicity is good publicity, at least when it comes to business. Undeserved bonuses, plunging share prices and government funding, among other ills, have aroused the anger of the media and public—and created unexpected gain for public-relations firms. The recession has increased corporate demand for PR, analysts say, and enhanced the industry’s status. "We used to be the tail on the dog," says Richard Edelman, the boss of Edelman. But now, he continues, PR is "the organizing principle" behind many business decisions.
    PR has done well in part because it is often cheaper than mass advertising campaigns. Its impact, in the form of favorable reporting in the media or online, can also be more easily measured. Moreover, PR firms are beginning to expand into territory that used to be the domain of advertising firms, a sign of their increasing influence. They used chiefly to pitch story ideas to media outlets and try to get their clients mentioned in newspapers. Now they also dream up and organize live events, web launches and the like. "When you look at advertising versus public relations, it’s not going to be those clearly different," says Christopher Graves, the boss of Ogilvy Public Relations Worldwide.
    PR has also benefited from the changing media landscape. The declining of many traditional media outlets has left fewer journalists from fewer firms covering business. That makes PR doubly important, both for attracting journalists’ attention, and for helping firms bypass old routes altogether and spread news by posting press releases on their websites, for example.
    The rise of the internet and social media has given PR a big boost. Many big firms have a presence on social-networking sites, such as Facebook and Twitter, watched and directed by PR staff. PR firms are increasingly called on to track what consumers are saying about their clients online and to respond directly to any negative comments.
    Perhaps the best indication of PR’s growing importance is the attention it is attracting from regulators. They are worried that PR firms do not make it clear enough that they are behind much seemingly independent comments on blogs and social networks. In October America’s Federal Trade Commission published new guidelines for bloggers, requiring them to disclose whether they had been paid by companies or received free merchandise. Further regulation is likely. But that will not hamper PR’s growth. After all, companies that fall foul of the rules will need the help of a PR firm.
The rise of social media has greatly promoted PR in that ________.
选项 A、people can get more information from on-line communication
B、companies need to replace their after-service department
C、PR staff are the best to track and tackle network criticisms
D、businesses need someone to take care of public opinions
答案D
解析 第四段谈到社交网络对公关的发展影响极大。该段最后一句PR firms are called on to…是被动语态，结合上一句可知公关公司受聘于一些公司，负责跟踪(track)和回应(respond)消费者的网上反馈。可见D项“公司需要有人来照顾民意”正确。A项“人们能够从线上沟通获得更多信息”只能说明社交媒体给人们带来的方便，与公关发展无关。公关公司虽然能帮助企业处理一些社交网上的反馈，但这并不能完全替代企业本身的售后部门，故B项“企业需要更换售后部门”错误。C项“公关人员追踪和处理网络批评的能力最佳”的说法过于绝对，且没有体现社交媒体兴起和公关行业发展的因果关系，因此排除。
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