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. Which of the following can be inferred from the passage()
A. Public relations first, business second.
B. Actions speak louder than words.
C. It is easier said than done.
D. One should seek truth from facts.
TEXT E These days we hear a lot of nonsense about the "great classless society". The idea that the twentieth century is the age of the common man has become one of the great cliches of our time. The same old arguments are put forward in evidence. Here are some of them: monarchy as a system of government has been completely discredited. The monarchies that survive have been deprived of all political power. Inherited wealth has been savagely reduced by taxation and, in time, the great fortunes will disappear altogether. In a number of countries the victory has been complete. The people rule; the great millennium has become a political reality. But has it Close examination doesn’t bear out the claim. It is a fallacy to suppose that all men are equal and that society will be leveled out if you provide everybody with the same educational opportunities. (It is debatable whether you can ever provide everyone with the same educational opportunities, but that is another question. ) The fact is that nature dispenses brains and ability with a total disregard for the principle of equality. The old rules of the jungle, survival of the fittest, and might is right are still with us. The spread of education has destroyed the old class system and created a new one. Rewards are based on merit. For aristocracy "read meritocracy"; in other respects, society remains unaltered: the class system is rigidly maintained. Genuine ability, animal cunning, skill, the knack of seizing opportunities, all bring material rewards. And what is the first thing people do when they become rich They use their wealth to secure the best possible opportunities for their children, to give them a good start in life. For all the lip service we pay to the idea of equality, we do not consider this wrong in the western world. Private schools which offer unfair advantages over state schools are not banned because one of the principles in a democracy is that people should be free to choose how they will educate their children. In this way, the new meritocracy can perpetuate itself to a certain extent: an able child from a wealthy home can succeed far more rapidly than his poorer counterpart. Wealth is also used indiscriminately to further political ends. It would be almost impossible to become the leader of a democracy without massive financial backing. Money is as powerful a weapon as ever it was. In societies wholly dedicated to the principle of social equality, privileged private education is forbidden. But even here people are rewarded according to their abilities. In fact, so great is the need for skilled workers that the least able may be neglected. Bright children are carefully and expensively trained to become future rulers. In the end, all political ideologies boil down to the same thing: class divisions persist whether you are ruled by a feudal king or an educated peasant. Why does the author say the new meritocracy can perpetuate itself to a certain extent Because ______.
A. money decides everything
B. private schools offer advantages over state schools
C. people are free to choose the way of educating their children
D. wealth is used for political ends