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 1 2
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 2 19
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 3 34
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 4 51
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 5 63
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 6 94
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 7 116
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 8 131
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 9 151
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 10 170
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 11 192
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 12 206
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 13 222
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 14 244
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 15 265
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 16 314
Text A：First Announcement of APSP 314
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 17 340
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 18 365
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 19 381
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