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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  55
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 changing media landscape leads to ________.
选项 A、the advancement of PR industry
B、the depression of traditional media industry
C、the reduction of journalists
D、the diversity of information publicity
答案A
解析 根据题干中的changing media landscape可定位到第三段第一句。该句讲到公关行业受益于不断变化的媒体格局，所以A项“公关行业的发展”正确。B项“传统媒体行业衰落”是媒体格局变化的表现而非结果，所以错误。媒体格局变化使传统媒体中从事商业报道的记者变少，C项“所有记者数量的减少”说法过于绝对。虽然最后一句提到公关公司需要帮助企业绕过旧有途径，在企业网站发布新闻稿传播新闻，但这只是提到企业发布新闻的范畴，D项“信息发布的多样化”指所有信息的发布方式，过于宽泛，故D项错误。
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