广告与公共关系英语PPT (1).ppt
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1、1,Advertising and Public relations,Chapter 15,2,一、什么是公共关系 1、 公共关系(public relations,简称公关“PR”)是一项侧重于个体或团体与其他群体(称之为公众)之间为了培养相互好感而建立良性关系和进行沟通的管理职能。,Chapter 15,Public ralations Building good relations with the companys various publics by obtaining favorable publicity,building up a good corporate image,an
2、d handing or heading or heading off unfavorable rumors,stories,and events.,3,2、其主要职能: Main functions: 是经营企业的声誉并协助公众形成对企业的一致认同。 1.Press relations or press agency 2.Public publicity 3.Product affairs 4.Lobbying 5.Investor ralations 6.Development,4,3、公关活动的对象: 或者说目标受众,包括员工、顾客、持股人、竞争对手、供货商、和其他社会机构,或仅仅是普普
3、通通的消费者。这里包括内部公众和外部公众。 3, public relations targets the target audience Including :employees, customers, shareholders,competitors, suppliers, and other social institutions, or just ordinary consumers.This includes internal public and external public.,5,4、公共关系的目标 就是改善公众舆论,创造美誉,并为组织建立和保持令人满意的声望。 良好的公共关系
4、有助于形成长期良好的关系,是一个持久的过程,在关系营销和整合传播中扮演着重要的角色。 4, The goal of public relations To improve public opinion, to create a reputation, and for the organization to establish and maintain satisfactory prestige.,8,Avtertisement,9,Avtertisement,Any paid form of nonpersonal presentation and promotion of ideas,goo
5、ds,or services by an identified sponsor,10,11,12,13,14,15,16,1.Tevevision 2.The internet 3.Newspaper 4.Direct mail 5.Magazines 6.Radio 7.outdoor,Medium advertisements,17,第二节、公共关系与广告的区别和关系 The difference between advertising and public relations. 1、广告通过广告主付费的媒介到达自己的受众,公众往往带着怀疑的眼光看待广告,或干脆不予理会。可信度和信任度较差
6、。广告中存在的不足,就需要公共关系等以其他的形式去弥补。 Advertising through the media advertisers pay to their audience, the public often take their suspicion insight to see the advertising, or simply ignore it. Credibility and trust is poor.Shortcomings of advertisements, require public relations to other forms ofreparation.
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