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  3. The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences ha

The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences ha

admin2011-05-29  39
问题     The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.
    Surprisingly, since modem PR was largely an American invention, the U. S. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago, for example, the world’s top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate planning activities, compared to about one-third of U. S. companies. It may not belong before London replaces New York as the capital of PR.
    Why is America lagging behind in the global PR race? Firstly, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian counterparts in knowing a second language. Less than 5 percent of Burson-Marshall’s U. S. employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country.
    Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Network). Turner recently announced that the word "foreign" would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the would so interdependent that there is no longer any such thing as foreign.
London could soon replace New York as the centre of PR because
选项 A、British companies place more importance on PR than U. S. companies
B、British companies are heavily involved in planning activities
C、British companies are more ambitious than U. S.
D、Four of the world’s top public relations agencies are British-owned
答案A
解析 “不久伦敦就会代替纽约成为公共关系业的中心”是文章第二段最后得出的结论，其依据在第二段“The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate planning activities, compared to about one-third of U. S. companies.”由此可见选项A“英国的公司比美国的公司更强调公共关系的重要性”为正确答案。
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