行业英语 学英语,练听力,上听力课堂! 注册 登录
> 行业英语 > 外贸英语 > 外贸英语 >  内容

公共关系之 应对负面报道 Dealing with Bad Publicity

所属教程:外贸英语

浏览:

qinting

2020年09月06日

手机版
扫描二维码方便学习和分享

公共关系之 应对负面报道 Dealing with Bad Publicity

媒体的负面关注(negative media attention)有时会对一个企业的形象和公众关系造成致命的(fatal)影响。企业这时需要良好的心理素质和审时度势的能力,想方设法在强大的舆论压力下突出重围,挽救企业形象。

稳定员工情绪

事故发生后,作为管理者要尽力安抚员工的情绪,引导大家把注意力集中到寻求解决方法上,还要向员工说明对外统一口径的重要性。

⊙We've got bad news……

我们有些坏消息……

⊙Everybody stay calm.

各位都要冷静。

⊙Talk to the PR department before you do anything.在做任何事情前先要和公共关系部报告。

⊙Don't take any calls or make any statements until you get approval.你在得到批示前不可以接听电话或发表任何评论。

⊙We can put a positive spin on this.

我们可以提出一个积极的回应。

⊙Don't worry.We can make it through this.别担心,我们一定能够搞定。

⊙Don't let the media get you down.不要因为媒体的事忧郁沮丧。

⊙Stick to your guns on this one!坚持你自己的意见。

发言人(spokesperson)

新闻发言人要具备沉着冷静的心理素质,要有勇气向媒体通报坏的结果,这样可以掌握主动,避免被媒体深挖披露后的尴尬。

⊙How did Milonan deal with their scandal last year?

Milonan去年是如何应对他们的丑闻的?

⊙This has the potential to come back and haunt us.这个很有可能重新出现来困扰我们。

⊙We need to keep an eye on this situation.我们得关注这个事态。

⊙If this escalates, we need to……

如果事情持续恶化,我们就得……

⊙We need to keep the lid on it.我们需要对此保密。

准备一份新闻公告

当紧急事件发生时,如果企业没有及时出面澄清,公众的猜测总是朝更糟糕的方向延伸。写一个令人信服、立场鲜明的公告给媒体,无须介绍过多信息,更不要说有可能事后会反悔或收回(take back later)的话,尽可能保持镇静(stay calm),向公众通报积极方向的变化(positive changes)。

⊙We have a prepared statement to read.我们有一份准备好的声明要公布。

⊙We regret to inform you……我很遗憾地告诉各位……

⊙We confirm rumors of……and assure the public we now have everything under control.

我们证实有关……的传言并向公众保证一切都已经在掌控之中。

⊙We acknowledge that……

我们确认……

⊙An unfortunate incident has occurred.一个不幸的意外发生了。

⊙We are currently investigating the situation.我们正在对事态进行进一步的了解。

使用网络媒体并保证通信畅通

鉴于网络强大的舆论导向作用,事故发生后,公司应当通过网页和博客(blog)做出正面的解释,信息渠道通畅会避免很多的猜想和误传。

⊙We need to get a blurb up on the website ASAP.

我们需要在网页上尽快发表声明。

⊙Put the official statement up on the web as soon as it gets signed.公告一旦被签署就立即张贴到网页上去。

寻求帮助

雇用专业的公关公司(public relations firm)或专业人士来应对较大的危机,包括产品召回(product recall)、员工伤亡、法律诉讼(a legal suit)等情况。

A:What are we going to do?We're ruined!

B:We're definitely in over our heads with this one. I suggest we hire a professional on this one.

A:我们该怎么办?我们完蛋了!

B:这次我们的处境极其困难。我建议雇一位专业人士来处理这个情况。

总结

事故发生后,面对强大的舆论压力,作为企业发言人就得处变不惊,以婉转适宜的公告来维护企业形象。作为企业,就要保证通信的畅通,稳定员工情绪,避免外界的猜测和误传。总之,只要上下齐心,方法得当,就一定能够大事化小。

Words 单词表

acknowledge承认

approval赞成,同意

coffers(政府机构)金库,资金

corruption腐败

custody拘留

embezzle盗用,挪用,侵吞

escalate逐步扩大,不断加剧,恶化

fatality死亡,恶性事故

fiasco可耻的失败,尴尬的局面,惨败

media媒体,媒介

haunt缠绕,威胁

PR(public relation)公共关系

press新闻界,新闻记者

refrain抑制,制止

scandal丑闻

statement公告

undoing毁灭,垮台

violate违背,违反,侵犯

Phrases 短语表

be in over one's head处境困难

be upfront about如实公布

clear up澄清,明确

control the spin控制言论

dig into(sb's past)探究(某人的过去)

have everything under control一切在掌控中

get a blurb up发布消息

keep a lid on sth保守秘密

keep an eye on留心,关注

put a positive spin on给出积极的答复

safety record安全记录,安全情况

safety inspection安全检查

safety standards安全标准

sign(a document)签署(文件)

stay calm保持冷静/镇静

stick to one's guns坚持到底

The lid blows off真相披露

实景对话1

A:We've got bad news……Everybody stay calm. There's been an accident in one of our factories that has resulted in 6 fatalities. We have a prepared statement to read.Management requests that all employees refrain from making any comments to the press.Don't take any calls or make any statements unless you have approval.Talk to the PR department before you do anything.

B:I knew that our safety record had the potential to come back and haunt us.

If the media gets digging into our past history with safety inspections, this is sure to be a public relations fiasco.

A:Don't worry. We can make it through this.We're already on top of it.If this escalates, we need to work overtime to clear up our safety record.

B:How did Milonan deal with their scandal last year?

A:They kept the lid on a lot of the background to the scandal, and it proved to be their undoing. That's why we're going to be upfront about our safety record.If we release the information, we can control the spin.

B:You don't think we can put a positive spin on this, do you?

A:It will be difficult, but we have to stick to our guns on this one.

C:Here's the statement, M'am.

A:“An unfortunate incident has occurred. We regret to inform you of the death of 6 employees. We acknowledge that some safety standards may have been violated by the workers, and we are currently investigating the situation.”

A:我们有些坏消息……各位请保持镇静。我们有一个工厂发生了事故,造成6人死亡。我们准备好一份要公布的声明。管理层要求我们所有的员工避免向媒体发表任何评论。在你得到批示前不可以接听任何电话或做任何评论。你在做任何事情前都应当先和公共关系部联系。

B:我早知道我们的安全有隐患并且会威胁到我们。如果媒体挖掘出我们在安全检查方面的遗留问题,那无疑是公共关系的惨败。

A:别着急,我们能够搞定的。我们已经在掌控一切了。如果局势持续恶化,我们就需要加班加点来搞清楚我们的安全记录。

B:Milonan是怎么应对他们去年的丑闻的?

A:他们掩盖了很多丑闻的背景信息,后来证明这是导致他们失败的原因。所以我们要坦诚公布我们的安全状况记录。如果我们公布了信息,我们就能够掌控言论。

B:你认为我们没必要给出较为积极的答复,是吗?

A:那有点难,但是无论面对多大的压力我们都要坚持到底。

C:女士,给你公告。

A:“一个不幸的事故刚刚发生,我们非常遗憾地通告该事故造成了6名员工死亡,我们承认是由于工人违反安全标准要求而酿成惨剧,现在我们正对情况展开深入调查。”

实景对话2

A:Here's the message that's about to go out to the press.“We confirm rumours of wrong doings by our CEO and Board of Directors. The individuals involved have been taken into custody.We assure the public we now have everything under control.”We need to get a blurb up on the website ASAP.Put the official statement up on the web as soon as it gets signed.

B:Don't let the media get you down. We can make it through this.

A:The CEO embezzling millions of dollars from company coffers?I never imagined it would go as deep as it has.

B:That's not the end of it, either. It seems there may also be some corruption going on in production as well. We need to keep an eye on that situation and be prepared if the lid blows off.

A:The CEO, the board of directors, and now the production department?

What are we going to do?We're ruined!

B:We're definitely in over our heads with this one. I suggest we hire a professional on this one.

A:这是要发给新闻界的信息。“我们证实有关行政总裁和董事会存在违法行为的传言,相关涉案人员已被警方拘捕。我们向公众确认形势已经在我们掌控之中。”我们需要在网页上尽快发表声明。公告一旦被签署就立刻张贴在网页上。

B:不要因为媒体的事忧郁悲伤。我们一定能闯过这一关。

A:行政总裁从公司资金中贪污了数百万美元?我无法想象怎么会那么严重。

B:这还不是全部。看上去好像在生产环节也存在腐败。我们得关注事态,做好真相被揭露的准备。

A:行政总裁、董事会还有现在的生产部?我们该怎么办啊?我们完蛋了!

B:这次我们的处境极其困难。我建议聘请一位专业人士来处理这个情况。


内容来自 听力课堂网:https://www.tingclass.net/show-8772-479498-1.html
用手机学英语,请加听力课堂
微信公众号:tingclass123
用户搜索

疯狂英语 英语语法 新概念英语 走遍美国 四级听力 英语音标 英语入门 发音 美语 四级 新东方 七年级 赖世雄 zero是什么意思

  • 频道推荐
  • |
  • 全站推荐
  • 广播听力
  • |
  • 推荐下载
  • 网站推荐