The rise of multinational corporations (跨国公司),global marketing, new communicationstechnologies, and shrinking cultural differences haveled to an unparalleled increase in global publicrelations or PR.
Surprisingly, since modern PR was largely anAmerican invention, America's relations is beingthreatened by PR efforts in other countries. Ten years ago, for example, the world’s top fivepublic relations agencies were American-owned. In 1991, only one was. The British inparticular are becoming more sophisticated and creative. A recent survey found that morethan half of all British companies include PR as part of their corporate (公司的) planningactivities, compared to about one-third of U.S. companies. It may not be long before Londonreplaces New York as the capital of PR.
Why is America lagging behind in the global PR race? First, Americans as a whole tend to befairly provincial and take more of an interest in local affairs. Knowledge of world geography, forexample, has never been strong in this country. Secondly, Americans lag behind their Europeanand Asian counterparts (相对应的人) in knowing a second language. Less than 5 percent ofBurson—Marshall’s U.S. employees know two languages. Ogilvy and Mather has about the samepercentage. Conversely, some European firms have half or more of their employees fluent in asecond language. Finally, people involved in PR abroad tend to keep a closereye on internationalaffairs. In the financial PR area, for instance, most Americans read the Wall Street Journal.Overseas, their counterparts read the Journal as well as the Financial Times of London and TheEconomist, publications not often read in this country.
Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Network).Turner recently announced that the word “foreign”would no longer be used on CNN newsbroadcasts. According to Turner, global communications have made the nations of the world sointerdependent that there is no longer any such things as foreign.
Choose correct answers to the question:
1. According to the passage, America's relations is being threatened because of________.
A. an unparalleled increase in the number of public relations companies
B. shrinking cultural differences and new communications technologies
C. the decreasing number of multinational corporations in the U.S.
D. increased efforts of other countries in public relations
2. London could soon replace New York as the center of PR because ________.
A. British companies are more ambitious than U.S. companies
B. British companies place more importance on PR than U.S. companies
C. British companies are heavily involved in planning activities
D. four of the world’s top public relations agencies are British-owned
3. The word “provincial” (Line 2, Para. 3) means “________”.
A. limited in outlook
B. like people from the provinces
C. rigid in thinking
D. interested in world financial affairs
4. We learn from the third paragraph that employees in the American PR industry________.
A. speak at least one foreign language fluently
B. are ignorant about world geography
C. are not as sophisticated as their European counterparts
D. enjoy reading a great variety of English business publications
5. What PR industry take from Ted Turner of CNN?
A. American PR companies should be more internationally-minded.
B. The American PR industry should develop global communications technologies.
C. People working in PR should be more fluent in foreign languages.
D. People involved in PR should avoid using the word “foreign”.