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PART THREE·Read the article below about public relations. For each question 13-18, mark one letter (A, B, C or D) on your Answer Sheet, for the answer you choose.Public RelationsA company does not function in a vacuum, but rather as part of a society. That society consists of the people who work for it, the people and companies that do business with it, the public at large, and the government that regulates and taxes it. These groups are known as a company’s "publics." In order for a company to deal with these publics effectively, a relationship of trust must exist. Employees will not cooperate with or put forth their best efforts for a company that they do not trust or that they fed is taking advantage of them. The public will not buy products or services from a company that, in their view, is not responsible or trustworthy. And the government, as the protector of the society it governs, is especially vigilant in dealing with a company that it regards as not operating in the public interest. Given these circumstances, every business, whether it is a giant corporation or a small factory, a five-star hotel or a roadside tavern, needs to give some thought to the relationship it has with all the various publics it interacts with. The techniques that a company uses to improve these relationships are known as "public relations", also called "PR".The goal of public relations is usually to improve the climate or atmosphere in which a company operates. Here are some results a company might expect from a successful public relations campaign:·Its products and services are better known.·Its relationship with employees has improved.·Its public reputation has improved.A successful public relations campaign can get people to do something that will help a company, stop them from doing something that might hurt it, or at least allow the company to proceed with a course of action without criticism. "An organization with good public relations has a favourable image or reputation, perhaps as a result of pubic relations activities." Says Richard Weiner, a noted and award-winning public relations counselor. In developing and implementing public relations plans, companies often use a simple five-step process: research or fact finding, planning, action, communication, and evaluation.A classic example of public relation at work is McDonald’s. it has always been important to McDmald’s to be known as a company that values cleanliness. Indeed, founder Ray Kroc emphasized cleanliness along with quality, service, and value as being the four most important things in any McDonald’s operation. For that reason, Kroc instructed the first McDonald’s franchisees to pick up all litter within a two block radius of their stores, whether it was McDonald’s litter or not. The company also did many other things to help protect the environment. In 1990, it announced a program called McRecycle in which McDonald’s committed itself to buy ＄ 100 million in recycled materials for use in building and remodeling its restaurants. It is important to understand the role public relations has played in all the company’s decisions. McDonald’s has always been socially responsible and extremely concealed about its image.These two facts are part and parcel of its public relationships. To McDonald’s, public relationships activities go much deeper than simply sending out press releases and having corporate officers serve on various charitable boards. The company understands that real public relations means taking significant actions first, then announcing them to the public. Without the first step, the second would be meaningless. Many companies do not understand this basic principle: If you want to make news, you must first do something newsworthy. A good public relationship is based on （） .
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Remember that proposals are read by more than one person.
Discussion—about 5 minutesIn this part of the test you are given a discussion topic. You have 30 seconds to look at the prompt card, an example of which is below, and then about 3 minutes to discuss the topic with your partner. After that the examiner will ask you more questions related to the topic.
TEXT D New and bizarre crimes have come into being with the advent of computer technology. Organized crime to has been directly involved; the new technology offers it unlimited opportunities, such as data crimes, theft of services, property-related crimes, industrial sabotage, politically related sabotage, vandalism, crimes against the individual and financially related crimes... Theft of data, or data crime, has attracted the interest of organized criminal syndicates. This is usually the theft or copying of valuable computer grogram. An international market already exists for computerized data, and specialized fences are said to be playing a key role in this rapidly expanding criminal market. Buyers for stolen programs may range from a firm’s competitors to foreign nations. A competitor sabotages a company’s computer system to destroy or cripple the firm’s operational ability, thus neutralizing its competitive capability either in the private or the government sector. This computer sabotage may also be tied to an attempt by affluent investors to acquire the victim firm. With the growing reliance by firms on computers for their recordkeeping and daily operations, sabotage of their computers can result in internal havoc, after which the group interested in acquiring the firm can easily buy it at a substantially lower price. Criminal groups could also resort to sabotage if the company is a competitor of a business owned or controlled by organized crime. Politically motivated sabotage is on the increase; political extremist groups have sprouted on every continent. Sophisticated computer technology arms these groups with awesome powers and opens technologically advanced nations to their attack. Several attempts have already been made to destroy computer facility at an air force base. A university computer facility involved in national defence work suffered more than $ 2 million in damages as a result of a bombing. Computer vulnerability has been amply documented. One congressional study concluded that neither government nor private computer systems are adequately protected against sabotage. Organized criminal syndicates have shown their willingness to work with politically motivated groups. Investigators have uncovered evidence of cooperation between criminal groups and foreign governments in narcotics. Criminal groups have taken attempts in assassinating political leaders... Computers are used in hospital life-support system, in laboratories, and in major surgery. Criminals could easily turn these computers into tools of devastation. By sabotaging the computer of a life-support system, criminals could kill an individual as easily as they had used a gun. By manipulating a computer, they could guide awesome, tools of terror against large urban centers. Cities and nations could become hostages. Homicide could take a new form. The computer may become the hit man of the twentieth century. The computer opens vast areas of crime to organized criminal groups, both national and international. It calls on them to pool their resources and increase their cooperative efforts, because many of these crimes are too complex for one group to handle, especially those requiting a vast network of fences. Although criminals have adapted to computer technology, law enforcement has not. Many still think in terms of traditional criminology. What does the author mean by "Homicide could take a new form"
Don’t repeat the content of previous proposals.
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