考满分 toefl

1 .Listen to part of a lecture in a business management class,

请听一节商业管理课上的部分内容。

1 .P: Okay, we've talked about the importance of public relations in establishing and maintaining good relationships between an organization and the public. That's why large organizations have public relations departments, right? Okay, today, I want to talk about a specialty within the field of public relations, and that's crisis management.

教授：好的，我们已经讨论过公共关系在建立和维护一个组织与公众之间良好关系方面的重要性。这就是为什么大型组织都设有公共关系部门，对吧？好的，今天，我想谈谈公共关系领域内的一个专业方向，那就是危机管理。

2 .So first of all, what's a crisis as compared to a problem? Well, the difference between a crisis and a problem is really just a matter of scope. A crisis is defined as a major event that has potentially negative results. The aftermath of a crisis may significantly damage an organization and its reputation. Problems, on the other hand, are fairly predictable, commonplace occurrences, and so companies can address problems rather quickly and without getting negative media attention.

那么首先，与问题相比，什么是危机呢？嗯，危机和问题之间的区别实际上只是范围的问题。危机被定义为具有潜在负面结果的重大事件。危机的后果可能会严重损害一个组织及其声誉。另一方面，问题是相当可预测的、常见的事件，所以公司可以相当迅速地解决问题，而且不会引起媒体的负面关注。

3 .Now, thing is, a problem can escalate into a crisis if it gets to the point where it brings unwanted attention from the media or outside organizations. Let's see. For example, let's say there's a company that makes and packages snacks, so they package popcorn and potato chips, and there's a mixup, and some popcorn winds up in bags labeled potato chips.

现在，问题在于，如果一个问题发展到引起媒体或外部组织不必要的关注时，它就可能升级为一场危机。我们来看一下。例如，假设有一家生产和包装零食的公司，他们包装爆米花和薯片，结果出现了混淆，一些爆米花被装进了标有薯片标签的袋子里。

4 .Now there's nothing wrong with the product itself. It's the labels, the packaging, that's the problem, and that's where a company's public relations department comes in. They would determine the best way to communicate this packaging problem in a statement, and this information would be presented to employees and board members and to the media and the community.

现在产品本身没有问题。问题出在标签和包装上，而这就是公司的公共关系部门发挥作用的地方。他们将确定在一份声明中传达这个包装问题的最佳方式，并且这些信息将提供给员工、董事会成员、媒体和社区。

5 .Understand that they should be the ones who will present the information to the public. You can see how easy it would be for angry consumers to start rumors that the company has other problems and that the food is unhealthy or the factory is unclean, and imagine the results of rumors like that. So the company's public relations professionals need to be out front before that can happen.

要明白，他们应该是向公众传达这些信息的人。你可以看到，愤怒的消费者很容易就会开始传播谣言，说公司还有其他问题，比如食品不健康或者工厂不卫生，想象一下这样的谣言会带来什么样的后果。所以公司的公关专业人员需要在这种情况发生之前就站出来处理。

6 .Now, in order to prevent something building from being a problem to being a crisis, managers need to identify a potential crisis, and not only managers, any employee who comes across, employees need to be encouraged. They should feel comfortable in bringing a potential crisis to the attention of the leadership and the public relations department.

现在，为了防止一些事情从一个问题发展成为一场危机，管理者需要识别潜在的危机，而且不仅仅是管理者，任何遇到潜在危机的员工都应该受到鼓励。他们应该能够放心地将潜在危机告知领导层和公共关系部门。

7 .So okay, besides recognizing a potential crisis and taking action to prevent it. Crisis planning is equally important for an organization. Planning ahead for a crisis situation helps companies know what to do when one occurs. So companies should have a crisis communications plan, but most companies, unfortunately, aren't as prepared as they should be.

所以，好的，除了识别潜在危机并采取行动加以预防之外。危机规划对于一个组织来说同样重要。提前为危机情况做规划有助于公司在危机发生时知道该怎么做。所以公司应该有一个危机沟通计划，但不幸的是，大多数公司并没有做好应有的准备。

8 .Anyway, companies need to assess the potential risks they may face. You see, every organization has different types of risks depending on the nature of the product or service it provides. Then, with the help of the PR professional, they need to map out a course of action, a crisis communications plan that's consistent with the organization's goals and values, and they'll have to determine ahead what would have to be communicated in a crisis situation and to which audience.

不管怎样，公司需要评估它们可能面临的潜在风险。你看，每个组织根据其提供的产品或服务的性质会面临不同类型的风险。然后，在公关专业人员的帮助下，他们需要制定一个行动方案，一个与组织的目标和价值观相一致的危机沟通计划，而且他们必须提前确定在危机情况下需要传达什么信息以及传达给哪些受众。

9 .Often people from outside the organization, outside consultants are hired to prepare these types of plans. And they can be extremely expensive, of course, if they're successful in preparing for and maybe even preventing crises, well, you can see how they don't seem so expensive after all.

通常会聘请组织外部的人员，即外部顾问来制定这类计划。当然，这些计划可能会非常昂贵，但如果它们在为危机做准备甚至预防危机方面取得成功，那么你就会明白，它们其实也并不那么昂贵。

10 .there's something else I want to mention, something you'll see in your textbook, I think it's in next week's reading, crises bring opportunity. One way is that the pace, the rate that a company is willing to change, is accelerated. When things are going along okay, companies may resist change. A crisis may point out the need to stop, to stop doing things the way they've always been done.

我还想提到一些其他的事情，你们会在教科书里看到，我想它在下周的阅读材料中，危机也会带来机遇。一方面，公司愿意做出改变的速度会加快。当一切进展顺利时，公司可能会抵制变革。一场危机可能会指出需要停止，停止按照一直以来的方式做事。

11 .Another way crises can bring opportunities is in personnel. Crises can create heroes, the workers who respond well to crises. Well, the management should take note. These are the workers the company wants to keep and promote. They're the future of the company.

危机能带来机遇的另一个方面是在人员方面。危机可以造就英雄，那些能够很好地应对危机的员工。嗯，管理层应该注意到这一点。这些是公司想要留住并提拔的员工。他们是公司的未来。