2014年职称英语综合B考试试题及答案(网友整理版)
2014-04-24来源:和谐英语
完形填空：Public Relations
（由于是补全短文改写，仅供参考）
The World’s Longest Bridge
Rumor has it that1 a legendary six-headed monster lurks in the deep waters of the Tyrrhenian Sea between Italy and the island of Sicily.____ (1)____ When completed in 2010，the world ’ s longest bridge will weigh nearly 300，000 tons-equivalent to the iceberg that sank the Titanic-and stretch 5 kilometers long.“That’s nearly 50 percent longer than any other bridge ever built，”says structural engineer Shane Rixon.
____(2) ____They’ re suspension bridges，massive structures built to span vast water channels or gorges.A suspension bridge needs just two towers to shoulder the structure’s mammoth weight，thanks to hefty supporting cables slung between the towers and anchored firmly in deep pools of cement at each end of the bridge.The Messina Strait Bridge will have two 54，100-ton towers，which will support most of the bridge’ s load.The beefy cables of the bridge.each 1.2 meter in diameter, will hold up the longest and widest bridge deck ever built.
When construction begins on the Messina Strait Bridge in 2005，the first job will be to erect two 370 meter-tall steel towers.____(3)____ Getting these cables up will be something2.It ’ s not just their length-totally 5.3 kilometers-but their weight.____(4)____After lowering vertical“ suspender ”cables from the main cables.builders will erect a 60 meter-wide 54.630-ton steel roadway, or deck--wide enough to accommodate 12 lanes of traffic.The deck’s weight will pull down on the cables with a force of 70，500 tons.In return，the cables yank up against their firmly rooted anchors with a force of 1 39。000 tons-equivalent to the weight of about 100，000 cars.Those anchors are essential.____(5)____Public relations
Public relations is a broad set of planned communications about the company， including publicity releases， designed to promote goodwill and a favorable image.
Publicity then is part of public relations when it is initiated by the firm， usually in the form of press releases or press conferences. Since public relations involves communications with stockholders， financial analysts， government officials， and other noncustomer groups， it is usually placed outside the marketing department， perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a limitation because the public relations department or consultant will likely not be in tune with marketing efforts. Poor communication and no coordination may be the consequences. Although the basic purpose of public relations is to provide positive influence on the public image， this influence generally may be less than that provided by the other components of the public image mix.
Publicity may be in the form of news releases that have favorable overtones for the company initiated by the public relations department. Publicity on the other hand should not be divorced from the marketing department， as it can provide a useful adjunct to the regular advertising. Furthermore， not all publicity is initiated by the firm； some can result from an unfavorable press as a reaction to certain actions or lack of actions that are controversial or even downright ill-advised.
The point we wish to emphasize is that a firm is deluding itself if it thinks its public relations function， whether within the company or an outside firm， can take care of public image problems and opportunities. Many factors impact on the public image. Many of these have to do with the way the firm does business， such as its product quality， the servicing and handling of complaints， and the tenor of the advertising. Public relations and directed publicity may help highlight favorable newsworthy events， and may even succeed in toning down the worst of unfavorable publicity， but the other components of the public image mix create more lasting impressions.
（由于是补全短文改写，仅供参考）
The World’s Longest Bridge
Rumor has it that1 a legendary six-headed monster lurks in the deep waters of the Tyrrhenian Sea between Italy and the island of Sicily.____ (1)____ When completed in 2010，the world ’ s longest bridge will weigh nearly 300，000 tons-equivalent to the iceberg that sank the Titanic-and stretch 5 kilometers long.“That’s nearly 50 percent longer than any other bridge ever built，”says structural engineer Shane Rixon.
____(2) ____They’ re suspension bridges，massive structures built to span vast water channels or gorges.A suspension bridge needs just two towers to shoulder the structure’s mammoth weight，thanks to hefty supporting cables slung between the towers and anchored firmly in deep pools of cement at each end of the bridge.The Messina Strait Bridge will have two 54，100-ton towers，which will support most of the bridge’ s load.The beefy cables of the bridge.each 1.2 meter in diameter, will hold up the longest and widest bridge deck ever built.
When construction begins on the Messina Strait Bridge in 2005，the first job will be to erect two 370 meter-tall steel towers.____(3)____ Getting these cables up will be something2.It ’ s not just their length-totally 5.3 kilometers-but their weight.____(4)____After lowering vertical“ suspender ”cables from the main cables.builders will erect a 60 meter-wide 54.630-ton steel roadway, or deck--wide enough to accommodate 12 lanes of traffic.The deck’s weight will pull down on the cables with a force of 70，500 tons.In return，the cables yank up against their firmly rooted anchors with a force of 1 39。000 tons-equivalent to the weight of about 100，000 cars.Those anchors are essential.____(5)____Public relations
Public relations is a broad set of planned communications about the company， including publicity releases， designed to promote goodwill and a favorable image.
Publicity then is part of public relations when it is initiated by the firm， usually in the form of press releases or press conferences. Since public relations involves communications with stockholders， financial analysts， government officials， and other noncustomer groups， it is usually placed outside the marketing department， perhaps as a staff department or outside consulting firm reporting to top management. This organizational placement can be a limitation because the public relations department or consultant will likely not be in tune with marketing efforts. Poor communication and no coordination may be the consequences. Although the basic purpose of public relations is to provide positive influence on the public image， this influence generally may be less than that provided by the other components of the public image mix.
Publicity may be in the form of news releases that have favorable overtones for the company initiated by the public relations department. Publicity on the other hand should not be divorced from the marketing department， as it can provide a useful adjunct to the regular advertising. Furthermore， not all publicity is initiated by the firm； some can result from an unfavorable press as a reaction to certain actions or lack of actions that are controversial or even downright ill-advised.
The point we wish to emphasize is that a firm is deluding itself if it thinks its public relations function， whether within the company or an outside firm， can take care of public image problems and opportunities. Many factors impact on the public image. Many of these have to do with the way the firm does business， such as its product quality， the servicing and handling of complaints， and the tenor of the advertising. Public relations and directed publicity may help highlight favorable newsworthy events， and may even succeed in toning down the worst of unfavorable publicity， but the other components of the public image mix create more lasting impressions.
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