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IV.              ESSAY SECTION

Please write an Essay on the following topic.

In September 1999, the International Handicapped Games were held in Shanghai with wide publicity and about 1,300 athletes, all of them handicapped people, taking part. The event was a significant success and achieved a high level of coverage in the media and in the community.

In the opening ceremony, the President of the Games pointed out that China is in a dismal and distant last place in the list of countries with occupational training programs for handicapped people – despite being among the most successful competitor countries in the Games’ events.

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 China regarded as an equal with other countries.

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 China would allocate heavily her resources in supporting the handicapped, the importance of finding and

The End

郑俊斌老师

英语私塾 授课老师
广东十大高校英语俱乐部协会主席
荷兰马斯特里赫特商学院硕士
曾在英国威尔士大学欧洲商学院攻读博士课程
专授雅思、托福、四六级、考研、商务英语、高考和应聘面试英语等
    是资深的英语教学和培训专家。1983年高考省级英语单科状元；1992年全国选拨入广东英语电台，任英语播音员；有25年的英语翻译和英语教学的经验；海外学习和工作10年；足迹深入全球5大洲；曾任中国驻非洲坦桑尼亚使馆经参处英语翻译、美国卡内基培训机构讲师、美国上市企业绿箭口香糖公司CA部公共事务经理、美国AC尼尔森市场调研公司客服/销售部副总监。曾经采访足球球王贝利；担任北京08年奥运会英语培训师(获萨马兰奇表彰)；在英国伦敦参与“华人学习英语难以逾越的多重障碍解析”探讨；在美国实地考察“英语媒体语言"项目。在《体坛周报》、《高等教育》、《大学时代》、《大学生》 、《广东电视台》 、《新浪网》等媒体上发表译文或专著数十篇；是世界500强敦豪(DHL)《中国十年发展历程》(英文版)首席撰稿人。凭借充满人文关怀的精神和对英语培训事业的孜孜以求，造就了无数个提高大学生英语能力和规划大学生未来的成功案例；自2008年在广州大学城创办英语私塾以来，始终在一线面授英语课程。