广告与公共关系英语PPT (1).ppt

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,and 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,goods,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。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.,18,2、由于广告是经过周密发布来获得到达率和频次的，而且通过付费控制大众传媒和舆论。而公关不如广告精确，而且公关传播活动往往难以掌控。 2, Advertising is carefully released to reach and frequency, but also through the mass media and public opinion to achieve their goals. And public relations aret precise like the advertisement , and PR activities are often difficult to control.,19,3、公关只能进行到某个程度，而且不能重复，而广告能够不断重复。许多企业通过广告再现自己的公关讯息。 广告与公关信息、新闻是相互结合的。 3, public relations can only to a certain extent, but can not be repeated, and the advertising can be repeated. Many enterprises achieve their own public relations through the representation of advertising Advertising and public relations information, and the news are combined with each other.,20,CASE,环境污染和恶化问题正引起世界各行各业的关切和重视。全球闻名的快餐王国麦当劳也积极、主动地加入了有益于环境保护的行列 Environmental pollution and deterioration is caused world concern and attentionfrom all walks of life. The world famous fast food nation McDonald's also actively,actively joined the ranks of the beneficial to environmental protection,21,22,许多企业面对环保问题，应付的办法不外乎是推、拖、拉， 但麦当劳没有这样做。它得罪不起消费者，不仅必须有所行动，而且要公开地做。为了平息抗议，它不得不寻求环保人士的协助。1990年8月，麦当劳和“环境防卫基金会”（EDF）签署了 一项不寻常的协定。EDF是美国一个很进步的环保研究及宣传机构。 When many enterprises in the face of environmental problems, they just not admit the problems, but McDonald's does not do so. It can't afford to consumers like that. In order to quell the protests, it had to seek the help of environmentalists. In August of 1990, McDonald's and “the Environmental Defense Fund“ (EDF) signed anunusual agreement. EDF is USA a very progressive environmental research andpropaganda.,麦当劳在面临“环保危机”的情况下，不等、不拖、不推，而以自己特有的敏感和强烈的企业信誉意识积极主动“出击”，通过与EDF携手合作，从“减废”这一根本之道出发，成功地在社会公众中重塑了麦当劳的良好形象，创造了良好的社会氛围和经营环境 McDonald's in the face of “environmental crisis“ situation, with their own unique sensitive and strong corporate reputation and through the cooperation with EDF, starting from the “waste reduction“ ,the fundamental way, successfully set up a good image of McDonald's.,23,24,THE END,