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郑俊斌老师独创外企面试/笔试英语培训宝典的成功案例
怎样顺利通过外企面试笔试的道道难关，以下是一次实战的成功案例： An international company Entrance Examination for PR positions Dear Applicant, Thank you for your interest in joining this international company Time Allowed: 1.5 hours Instructions: Complete the questions to the best of your ability. Upon completion, return all test materials to the examiner. 1. Describe in your own words, “What is public relations?” It is about reputation, and about what you say and what others say about your company or entity. It is about maintaining good relationship among its stakeholders such as a company's staff, suppliers, competitors, the media, the government, relevant industry watch dogs, shareholders, customers, opinion leaders, community groups, etc." 2. Describe in your own words, “What is a brand?” Can be a name, symbol, or trademark that differentiates itself from others, and it is not only a product, but a commodity of significance for commercial promotion. 3. Are brands important? If so, why? Yes, quite. Customers for everything now have a number of choices, and if a product has got a good brand and it is attractive to customers. A strong brand acts as an ambassador influencing people’s buying especially when companies enter new markets or offer new products. It also shapes corporate strategy, helping to define which initiatives fit within the brand concept and which do not. 4. Describe in your own words, “What is the value of PR to a brand?” Public relations influences the attitude of the stakeholders to a certain entity, and it can particularly help enhance brand awareness and build brand equity, especially the media positive or negative coverage of an event, good or bad relationship between a company with the government and all the more an opinion leader can guide people’s preferring or dislike to an entity,etc . 5. What public relations effort you have witnessed has made the biggest personal impact on you personally? Why? On 27th of June 2007, Mr. Samaranch(Honourable Chairman of IOC)’s successful visit to Aifly company to show his support for Aifly’s work in coordination with the Olympic Games language training service significantly helped the company’s upcoming engagement in the Olympic Program, made great PR publicity and corporate-favored influence. His PR action has strengthened my willingness to work as PR professionals upholding the righteousness, volunteerism and with a caring heart. 6. Which company’s public relations efforts do you find the most effective? Why? I found Aigo/Aifly company’s PR efforts proved very effective. Beijing City Government and IOC at the beginning of this year was inclined to cancel the sponsor category of the Official Language Training Services Supplier of the Beijing 2008 Olympic Games, which meant Aifly’s years of preparation effort in sponsoring the BJ 2008 Olympic Games would be in vain. To handle this crisis, the management team talked repeatedly to the officials of National Sports Administration and BJ City and even went to Switzerland to do presentations in convincing IOC executives, achieving satisfactory result, which for the first time in Olympic history created the new sponsorship category-- Language Training Services Supplier of the Olympic Games 7. What do you perceive as the biggest obstacles to companies conducting successful public relations programs in Ø Not sufficiently understand the Ø Lack of unreserved support from the top executives Ø No professionals dealing such PR issues 8. What are the most critical personal skills for a successful public relations professional to possess? Ø Loyal to the entity Ø Teamwork spirit Ø Communication skills and convincing ability 9. Define the term, “key stakeholders”. In an organisation, those people who influence this entity or benefit from this entity will be called key stakeholders, e.g. employees, customers, suppliers, shareholders, management team members, related government organizations and officials, media, relevant associations and regulatory watch dogs, the local community and even competitors, etc. 10. Why do you wish to develop a career in public relations? Because I think I am suitable for and I love this profession. Having established long-term relationships with many community groups and governmental organizations, abundant knowledge of in-house Public Relations expertise. I am brand-oriented, corporate image-focused and market-driven thinking; Strong in communication and convincing ability and adaptable to new environment under pressure. 11. Why have you approached this international company ? I am sorry to say that I was recommended to This international company—a great company well famed around the world, by a head hunting company. 10. List in priority the top 3 strengths you have to fulfil your professionalism. Ø Necessary PR theories plus hands-on PR experience Ø In the real world PR activities, I have gathered some practical PR approaches and wisdom engaging in all kinds of complicated PR situations; Ø Two decades of rigid professional PR training and trimming with a never ending self- improvement attitude in this area 11. List in priority the top 3 weaknesses you need to improve to fulfil your professionalism. 1) Insufficient knowledge and lack of comprehensive understanding of the speciality of the industry (e.g. This international company—a food manufacturer) that I will involve into; 2) Needing a little bit more time to merge into the 3) Not fully prepared spiritually and psychologically for the upcoming complexity, toughness and uncertainty in PR problem-solution finding and PR Issues Preparedness and PR Crisis Handling. 12. What contributions do you think you could/would make to this international company ? With my core competence and over 20 years’ working experience in this spectrum, I can help improve and perfect the following aspects: 1) Activities aimed at maintaining and enhancing strategic-focused, result-oriented government relations, including arrangement of interaction with the government, lobbying on specific issues. 2) Updated government mapping materials, including relevant government bodies, as well as relevant organizations / groups / opinion leaders. Work with the regulatory team and legal team to ensure the company’s compliance with all 3) Develop and implement associate engagement strategy for building a favorable corporate culture and a sense of belonging among associates. 4) Work as a member of the Crisis Management Team when a crisis situation occurs, in communication with government. Develop and implement programs aiming at enhancing government PR function and associate related crisis preparedness. 5) Help fulfill other special tasks / projects as assigned by the Corporate Affairs Director. 13. Please define “TEAM”, “TEAMWORK”, and “TEAM PLAYER” and tell us how do you play a role in a team if you join this international company ? Ø A team is like a group of people for fulfilling a certain job with a certain aim, designed manpower structure and discipline(every team has a teamleader); Ø While the teamwork means in this team, there is a clear job distribution, description, demarcation and work assignment, which can be well elaborated in the following words to depict it: concerted effort, coordination, cooperation, collaboration, communication, helping each other, Ø Obviously in a team, a team member is a irreplaceable link in the team and the whole teamwork functioning, bearing an important responsibility, and must always learn to put his team first and learn to do what’s best for the team, and put the team’s interest, reputation and achievement in priority. If I join a team in This international company, say the current CA Dept., I will bury in mind the above three concepts and abide by all these principles in undertaking my daily work and role playing, vividly speaking just like a team player in a basketball match. 14. Please describe one occasion when you have to deal with stress and pressure? Beijing City Government and IOC at the beginning of this year was inclined to cancel the sponsor category of the Official Language Training Services Supplier of the Beijing 2008 Olympic Games, which meant Aifly’s years of preparation effort in sponsoring the BJ 2008 Olympic Games would be in vain. As the PR team leader in this project bid pitch, I suppose that occasion made me feel stressed and pressurized. 15. Please describe your understanding of “Ethics” and “Best Practices”? 1) Ethics is a person’s direct sense telling him/her what is right or wrong Being ethical is doing what the law requires, consisting normal standards of behaviour or speeches that this society accepts It is also related to opting for loyalty versus honesty, individualism versus collectivenism, short run interest versus long term beneficial 2) Best Practice is more on the level of technique, methodology and management, meaning those experiences which have been proven to be reliably, practical and successful, which have been usually used in MNCs’ operations and management. 3) As a professional PR practitioner, one should never cross the integrity, morality and ethics border to make a profit or get an advantageous position by utilizing so-called Best Practices as explanatory excuses. 16. What are the most important work values for a respected professional? Ø Rich knowledge and deep insight in the industry that he or she is engaged in Ø His or her work value can be embodied as that he or she must look, speak and dress like a professional, who delivers what he/she promised and produces more than expected. Ø He or she has got clear vision, mission and is always focused on the target. Ø Sober-minded, analytical, image & brand centered, customer needs, wants & desire oriented Ø Enthusiastic, motivational and inspirational and dynamic in his or her work. 17. Please describe the differences between “DO THINGS RIGHT” and “DO THE RIGHT THING”? Which one fits your interests? The first one is at the implementation level while the latter at the strategic level; I have to balance when facing the two aspects, and if I am asked to execute some programs I will do things right regardless how tough or how big the hindrance is for those things to be done; And at the same time if I need to make an orientation and strategic decision, I should opt to do the right thing but the wrong one. 18. How do you measure your personal success or fulfilment? Reviewing to the above mentioned “Team, Teamwork and Team Player”, obviously in a team, I am a team member and I admit that I am an irreplaceable link in the team and the whole teamwork functioning, bearing an important responsibility, and all the more, I still should put the team’s utmost achievement and honour before everything. I am proud of being one of the successful team. I f I myself have fulfilled my task while the whole team fail the target, which from a different angle well shows a good measurement of my work ability in coordination, cooperation and selfish less support to other team members. 1. The Economic Observer 2. 3. 4. First Chinese Business Daily 5. 21st Century Economic Report People recognize the first two because they can get the most updated business info from the two publications, while the third one is so popular out of the reason that normal people are curious about how Chinese entrepreneur live and work. The last two reporting the most latest economic development in 2. Rank in priority the 3 most influential IT publications in 1. The Computer World 2. The PC world 3. The Computer Science Why are they the most influential? Ø Informative Ø Most updated knowledge and technology contents Ø Reader friendly design Ø Easy access to buy and comparatively not expensive 2. Fashion 3. Lady Ø Beautiful cover Ø Contents appealing, fashionable and interesting Ø Open and little wild, vision broadening and creative Ø Well understanding girl/women’s psychology 4. What are the 3 top-rated TV programs in 1) Economic News of CCTV-2 21:00 PM 3) Global Economic Information CCTV-2 11：50----12：30 Why? For the nation wide coverage of TV programs, for the time being only CCTV –2 has got the influence, ability, expertise and professionals to broadcast business information topics while other channels are specialized in entrainment, sports and other programs, even though some provincial/local TV stations have similar programs. 5. Describe the role of media in a new product launch? What is the most effective means to influence the media in this context? As an integrated communication marketing approach, media has long been playing a crucial role in a new product launch. A balanced combination of soft promotion and hard advertising will be most effective means to influence the media and the new product’s consumers/customers/clients accordingly. 6. What will be the impact of the Internet on print media? 7. What is the #1 Web portal in Sina My favourite Web portal is Sohu, as the news or information will be normally verified before being disclosed and I also love its impressive interface. 8. Describe the difference positioning strategies for sohu.com, netease.com and China.com? Ø Sohu has weight on Web portal, comprehensive information reporting, community service and wireless service Ø Netease prioritizes its businesses in game playing on line, wireless service and Web portal Ø China.com –the order of importance---Mobile Value-Added Services, Internet Services, Online Games 9. What is the single most important principle in a media interview to remember? First of all, with a sincere and human attitude, keep calm while trying to establish a candid, responsible, honest and harmonious communication atmosphere for the interview to proceed. 10. What 5 things always must appear in the lead paragraph of a press release? When Where Who What How 11. What are the top two trends now influencing the print media industry? Ø Most of the print media are providing electronic version besides the traditional print version Ø Reforming of the column planning in fonts and contents while reinforcing serviceability for readers and enhancing reader friendliness designing 12. What organization controls GuangMing Daily? The Central Committee of CCPC 13. Who is the founder of CNN? Who is the owner of CNN? Ted Turner. The Time Warner Company owns CNN 14. Who is Rupert Murdoch? A global media tycoon and is the boss of News Corporation 15. What is the single most important job responsibility of a journalist? Always probes the truth of the incident with imparity, a sense of righteousness and boldness 16. Describe the different job functions of a TV program director, producer and executive producer? A director concretely directs the program production including selecting players, props, settings, acting styles, costumes, music, arts and crafts, etc; While the producer is responsible comprehensively for the whole project / program such as post production promotion channels, profitability and other financial issues and he/she is actually the boss of the undertaking. The last person among them is the executive producer, is the vice/deputy/assist producer when the boss is really busy, he/she will normally designate an executive producer to help, coordinate and assist the project/program. 17. How do you achieve both professional and intimate personal media relationships? Maintaining a close contact with the media friends/circle by normal communication means, plus some management software e.g. agenda and birthday reminding systems. etc.; join in all kinds of media club’s functions, only in way can I strike a balance in achieving both professional and intimate personal media relationships, and get their help/assistance when I am in bad need of information/guidance/ problem shooting networks or PR keys. 19. List the 6 “deadly questions” commonly asked by a journalist in an interview or press conference? 1) Since you have taken measures, why it is not stopped? 2) You have met with this kind of situation before, why this is happening again? 3) The whole world knows what has happened, why you are still denying its happening? 4) Will you tell us the real process and formula of the products manufacturing? 5) Why can’t you verify the actual casualty? 6) Why didn’t you report to your line administration the instant when it happened? 1) The theme of the press conference 2) Date, Time, Venue 3) News scripts, photos, brochures, products, samples or even souvenirs, if there is any, preparation and sufficient info for Q&A 4) Media list to be invited and reconfirm the attendees of the press conference 5) Press conference host and possible leaders or experts or related people attending 6) On the spot check of the venue, backboard setting up(for photographing) and facility testing to prevent all possible problems occurring 7) The meeting supporting staff arrangement and the activity rehearsal(some need translators) 2. Who controls a press conference? Press conference host. 3. What are the reasons that companies hold press conferences? 1) New product, formula, production process, brand launch, or important action publicity 2) Crisis Handling 3) Periodical briefing 4) Being asked by stakeholders to open such meetings as a special case 4. Describe the process for obtaining a press conference license in 1) Prepare all necessary official documentations 2) Hand in the application letter to the Municipal News Administration Bureau, depicting the reason/ theme, date, time & venue, the size, the applying company/entity management team members, the media list to be invited (normally excluding foreign news facilities), news scripts to be released 3) Some will be asked to prepare financial guarantees 5. Explain the difference between fees and costs? Fees are normally expenditures not easily controlled by people such as bus, train fees, high way toll fees and other administrative fees fixed by the price bureau, while costs are generally the expenses that can be increased or reduced by the related management personnel who are going spend, for example you can hire more or less people to undertake a project with their higher or lower salary, renting an expensive or cheap office building…all these are costs that you can adjust or control. 6. Explain the difference between betacam, U-Matic, VHS and NTSC? betacam :Specializing in professional video and broadcasting equipment; U-Matic is a Sony industrial tape format which is primarily used by advertising agencies; VHS stands for Video Home System, dominating the consumer market from the late 1970's , which will be gradually replaced by DVD players, DVD recorders, and DVRs; While NTSC means National Television Standards Committee standard, used in Northern and Central Americas, some South American and Asian countries, including IV. Re-organise Press Release 请 重 新 编 排 下 篇 新 闻 稿 ， 写 出 正 确 的 顺 序 号 码 。 1.据 了 解，这 两 项 活 动 都是 在 教 育 部 指 导 下 进 行 的 ， 并 成 为 第 四 届 全 国 中 小 学 生“ 安 全 教 育 日” (3 月 29 日) 系 列 活 动 的 重 要 内 容、 2.据 李 洪 飞 介 绍 ，3 月 29 日， 北 京 市 举 办 了 中 小 学 生 安 全 教 育日 、消 防 教 育 现 场 会， 强 调 北 京 市 将 根 据 各 自 特 点 把 安 全 教 育 引 入 课 堂 ， 以 多 种 形 式 对 学 生 进 行 教 育 。 这 次 电 梯安 全 教 育 普 及 活 动 的 任 务， 就 是 要 让 每 一 位 中 小 学 生 都 能 学 会 正 确 使 用 电 梯 ， 培 养 全 面 的 安 全 意 识。 3.据 全 国 中 小 学 生 自 护 自 救 知 识 竞 赛 主 办 单 位 之 一 、中 国 少 年 报 社 总 编 王 怀 倜 先 生 介 绍 ，此 次 活 动 是 在 今 年 寒 假 期 间， 由 教 育 部 指 导、 中 国 少 年 报 社 和 中 国 法 制 出 版 社 共 同 举 办 、 面 向全 国 中 小 学 生 的 自 护 自 救 知 识 问 答 活 动。 竞 赛 活 动 在 全 国 引 起 热 烈 的 反 响， 共 收 到 11 万 份 答 卷，直 接 从 报 纸 上 了 解 到 自 护 自 救 常 识 、受 到 教 育 的 中 小 学 生 有 200 多 万 ， 达 到 了 预 计 的 效 果。 4.来 自 教 育 部 的 领 导 发表 了 即 席 讲 话 ， 热 烈 祝 贺 全 国 中 小 学 生 自 护 自 救 知 识 问 答 活 动 取 得 圆 满 成 功 ， 并 高 度 评 价 了奥 的 斯 电 梯 公 司 热 心 社 会 公 益 事 业 热 情 与 实 际 行 动 。 5.同 时 ，为 进 一 步 在 全 国中 小 学 生 中 树 立、 深 化 电 梯 安 全 教 育 意 识， 奥 的 斯 电 梯 公 司 计 划 安 排“ 奥 的 斯 先 生” 在 全 国 重 点 城 市、 重 点中 小 学 校 中 作 巡 回 宣 教 活 动。 此 项 活 动 将 从 北 京 市 开 始， 在 北 京 市 教 委 的 支 持 下， 从 1999 年 4 月 初 起 ，卡 通 人“ 奥 的 斯 先 生” 将 走 访 北 京 市 19 个城 区 50 所 学 校， 向 学 校 广 大 中 小 学 生 播 放 介 绍“ 奥 的 斯 先 生” 电 梯 安 全 教 育 录 像 带， 赠 送 电 梯 安 全 系 列 动 画 片 等 儿 童 读 物 和 电 梯 安全 系 列 招 贴 画 6.此 次 竞 赛 活 动 共 有 全国 各 地 的 850 名 同 学 分 别 或 一 、 二 、 三 等 奖 和 记 念 奖 ；21 个 学 校 单 位 获 组 织 奖 。 教 育 部、 北 京 市 教 委 、中 国 少 年 报 社 和 中 国 法 制出 版 社 的 有 关 领 导 及 奥 的 斯 电 梯 公 司 高 级 官 员 向 获 奖 个 人 和 单 位 颁 发 了 荣 誉 证 书 和 系 列 安 全教 育 丛 书。 7.奥 的 斯 电 梯（中 国）投 资有 限 公 司 董 事 长 金 纪 元 先 生 发 表 讲 话 说：“奥 的 斯 电 梯 公 司 资 助 全 国 中 小 学 生 自 护 自 救 知 识 竞 赛、举 办 全 国 电 梯 安 全 教 育 活 动 ，充 分 体 现 了 其 作 为 世 界 最 大 的 电 梯 制 造 公 司 对 中 国 及 中 国 人 民的 坚 定 承 诺 ， 体 现 了 它 关 心 其 发 展 业 务 地 区 人 民 生 活 质 量 、致 力 于 与 当 地 人 民 一 同 发 展 的 不 懈努 力。 ” 8.隆 重 的 颁 奖 仪 式 后， 北京 市 教 委 专 职 委 员 李洪 飞 先 生 宣 布： “ ‘奥 的 斯 先 生 北 京 中 小 学 生 电 梯 安 全 教 育 活 动 ”正 式 启 动。 他 指 出 ， 近 年 来 电 梯 伤 人 事 故时 有 发 生， 尤 其 是 少 年、 儿 童， 由 于 缺 乏 正 确 使 用 电 梯 的 常 识， 更 容 易 受 到 夹 伤 和 摔 伤 等 事 故 的威 胁 。 因 此， 向 中 小 学 生 普 及 电 梯 安 全 教 育 尤 为 必 要。 9.全 国 中 小 学 生 自 护 自救 知 识 竞 赛 颁 奖 仪 式 暨 “ 奥 的 斯 先 生” 北 京 中 小 学 生 电 梯 安 全 教 育 活 动 启 动 仪 式,今 日 在 北 京 景 山 学 校 隆 重 举 行。 10. 奥 的 斯 电 梯 公 司 是 世界 上 最 大 的 人 员 运 载 设 备 的 生 产、 销 售 和 服 务 的 公 司， 总 部 设 在 美 国 康 州 的 佛 名 顿 市， 其 业 务 遍布 世 界 200 多 个 国 家。 目 前 奥 的 斯 在 天 津、 北 京、 上 海、 广 州 和 杭 州的 5 家 合 资 企 业 和 遍 布 全 国 的 100 多个 分 公 司 、 办 事 处 为 顾 客 提 供 优 质 的 服 务 。奥的 斯 电 梯（ 中 国） 投 资 有 限 公 司 是 一 家 控 股 公 司， 它 将 最 终 负 责 奥 的 斯 在 中 国 的 一 切 业 务。 11. 金 纪 元 先 生 介绍 说 ，今 年 1 月 上 旬， 在 教 育 部 和 建 设 部 的 指 导 下， 奥 的 斯 电 梯 公 司 正 式 在 北 京 启 动了 "全 国 电 梯 安 全 教 育 " 活动。 该 项 活 动 已 于 3 月28 日、3 月29 日 分 别 在 广 州 和 天 津 展开，而 且 还 将 于 4 月2 日 在 上 海 启 动。 奥的 斯 电 梯 推 出 电 梯 安 全 形 象 代 表 -- 卡 通 人 物“ 奥 的 斯 先 生"，开始 了 一 系 列 的 电 梯 安 全 教 育 活 动。 12. 金 纪 元 先 生 进 一 步 透露 ， 为 更 深 入、 更 持 久 地 巩 固“ 奥 的 斯 先 生”“ 全 国 电 梯 安 全 教 育” 活 动， 奥 的 斯 电 梯 公 司 还 初 步 拟 定 了 系 列 后 续 活 动， 包 括“ 六 一” 电 梯 安 全 儿 童 绘 画 大 赛，“奥的 斯 安 全 大 使” 参 观 交 流 活 动， 等 等。 13. 在 会 上， 金 纪 元 先 生 代 表 奥 的 斯 电梯 公 司 授 予 部 分 获 奖 学 生 为“ 奥 的 斯 安 全 大 使”， 并 希 望 他们 在 学 校 及 社 区 基 层 发 挥 电 梯 安 全 的 宣 传 教 育 作 用。 14. 借 助 浅 显 易 懂、 生 动 活泼 的 漫 画 语 言，“ 奥 的 斯 先 生" 通 过 报 纸 、安 全 读 物 以 及 海 报 招 贴 画 、 制 作 动 画 片 等 方 式， 在 社 区、 学 校、 商 场、机 场 和 火 车 站 等 公 共 场 所 ，向公 众 介 绍 正 确 使 用 电 梯 和 扶 梯 的 方 法， 宣 教 紧 急 情 况 下 的 安 全 防 范 措 施 等， 以 加 深 人 们 对 正 确、 安 全 使用 电 梯 和 扶 梯 知 识 的 了 解。 Your Paragraph Sequence: / Please write an Essay on the following topic. In September 1999, the International Handicapped Games were held in In the opening ceremony, the President of the Games pointed out that You have been approached to develop a campaign to convince more Chinese people to contribute to a fund for handicapped people. The budget is generous as the Prime Minister has expressed a desire to see Describe the broad elements of public relations campaign to achieve this result, including: * The research required pre-campaign and post-campaign * The major target audiences * The possible allied stakeholders * The main messages * The major media to be used, and * The proposed time frame. In terms of the issue raised by the President, we will first carry out the research on how the situation is regarding to the occupational training for the handicapped people in China in order to give some guidance in designing the policies before the real campaigning of convincing more Chinese people to donate to these people in need. Surveys will also be executed in relation to the results and effectiveness of the campaign when it gets done for reviewing and improvement for future similar activities. We will first focus the major target audiences on those rich people with a kind heart under in an aim to arouse their spiritual and material support of this noble cause. The possible allied stakeholders will be the handicapped people, government organizations and officials in general, the closely related sports administrations at national, provincial, county and grass root levels, all kinds of educational authorities especially those responsible for occupational training issues, the associations of the handicapped, the associations of children and women protection, China’s and foreign charities, the international and domestic media, the local and international commerce chambers, the industries and manufacturers especially those producing products for the handicapped, the businesses caring the cause of the handicapped in general,etc. Though the Chinese Prime Minister has expressed that emphasized. The main messages will be like these: Ø We are receiving good occupational training, but many other people are not. Ø We are equal in enjoying life and work rights, in participating in sports games and in getting occupational training. Ø Every penny you donate to help occupational training for the handicapped counts. The major media such as the following will be used: Sina, Sohu and other mainstay websites, newspapers, central and local TV stations, and we will invite international media like BBC, CNN, New York Times, etc, and at the same time, those sports, educational, occupational training and specialized handicapped people media will also be requested to cover the campaign. The proposed time frame: The campaign will be carried out within the period of October, 1999—September, 2003, with the next games opening ceremony as its campaign end, hoping that the President will change his mind in appraising the occupational training situation for the handicapped people in 郑俊斌老师 英语私塾 授课老师
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