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一个英语句子和翻译16-1

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一个英语句子和翻译16-1
The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.Surprisingly, since modern PR was largely an American invention, the U.S. leadership in public relations is being threatened by PR efforts in other countries. 这里的efforts 怎么翻译?
单纯的努力不一定能构成threaten,所以,我认为确切的意思应该是扩张、扩展或发展壮大.