廣告與公共關(guān)系英語PPT

1、1 advertising and public relations chapter 152一、什么是公共關(guān)系 1、 公共關(guān)系(public relations，簡稱公關(guān)“pr”)是一項側(cè)重于個體或團體與其他群體(稱之為公眾)之間為了培養(yǎng)相互好感而建立良性關(guān)系和進行溝通的管理職能。 chapter 15public ralations building good relations with the companys various publics by obtaining favorable publicity,building up a good corporate image,and h

2、anding or heading or heading off unfavorable rumors,stories,and events.32、其主要職能： main functions: 是經(jīng)營企業(yè)的聲譽并協(xié)助公眾形成對企業(yè)的一致認同。1.press relations or press agency2.public publicity3.product affairs4.lobbying5.investor ralations6.development43、公關(guān)活動的對象：或者說目標受眾，包括員工、顧客、持股人、競爭對手、供貨商、和其他社會機構(gòu)，或僅僅是普普通通的消費者。這里包括內(nèi)部公

3、眾和外部公眾。3, public relations targets the target audienceincluding :employees, customers, shareholders,competitors, suppliers, and other social institutions, or just ordinary consumers.this includes internal public and external public.54、公共關(guān)系的目標就是改善公眾輿論，創(chuàng)造美譽，并為組織建立和保持令人滿意的聲望。良好的公共關(guān)系有助于形成長期良好的關(guān)系，是一個持久的過

4、程，在關(guān)系營銷和整合傳播中扮演著重要的角色。4, the goal of public relations to improve public opinion, to create a reputation, and for the organization to establish and maintain satisfactory prestige.89101112131415161.tevevision 2.the internet3.newspaper4.direct mail5.magazines6.radio7.outdoormedium advertisements17第二節(jié)、公

5、共關(guān)系與廣告的區(qū)別和關(guān)系the difference between advertising and the difference between advertising and public relations.public relations. 1、廣告通過廣告主付費的媒介到達自己的受眾，公眾往往帶著懷疑的眼光看待廣告，或干脆不予理會。可信度和信任度較差。廣告中存在的不足，就需要公共關(guān)系等以其他的形式去彌補。advertising through the media advertisers pay to their audience, the public often take their

6、 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.182、由于廣告是經(jīng)過周密發(fā)布來獲得到達率和頻次的，而且通過付費控制大眾傳媒和輿論。而公關(guān)不如廣告精確，而且公關(guān)傳播活動往往難以掌控。 2, advertising is carefully released to reach and fre

7、quency, 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.193、公關(guān)只能進行到某個程度，而且不能重復(fù)，而廣告能夠不斷重復(fù)。許多企業(yè)通過廣告再現(xiàn)自己的公關(guān)訊息。廣告與公關(guān)信息、新聞是相互結(jié)合的。 3, public relations can only to a certai

8、n extent, but can not be repeated, and the advertising can be repeated. many enterprises achieve their own public relations through the representation of advertising wadvertising and public relations information, and the news are combined with each other.20w環(huán)境污染和惡化問題正引起世界各行各業(yè)的關(guān)切和重視。全球聞名的快餐王國麥當勞也積極、主

9、動地加入了有益于環(huán)境保護的行列 environmental pollution and deterioration is caused world concern and attentionfrom all walks of life. the world famous fast food nation mcdonalds also actively,actively joined the ranks of the beneficial to environmental protection2122許多企業(yè)面對環(huán)保問題，應(yīng)付的辦法不外乎是推、拖、拉， 但麥當勞沒有這樣做。它得罪不起消費者，不僅

10、必須有所行動，而且要公開地做。為了平息抗議，它不得不尋求環(huán)保人士的協(xié)助。1990年8月，麥當勞和“環(huán)境防衛(wèi)基金會”（edf）簽署了 一項不尋常的協(xié)定。edf是美國一個很進步的環(huán)保研究及宣傳機構(gòu)。 when many enterprises in the face of environmental problems, they just not admit the problems, but mcdonalds does not do so. it cant afford to consumers like that. in order to quell the protests, it had

11、 to seek the help of environmentalists. in august of 1990, mcdonalds and the environmental defense fund (edf) signed anunusual agreement. edf is usa a very progressive environmental research andpropaganda.w麥當勞在面臨“環(huán)保危機”的情況下，不等、不拖、不推，而以自己特有的敏感和強烈的企業(yè)信譽意識積極主動“出擊”，通過與edf攜手合作，從“減廢”這一根本之道出發(fā)，成功地在社會公眾中重塑了麥當勞的良好形象，創(chuàng)造了良好的社會氛圍和經(jīng)營環(huán)境wmcdonalds in the face of environmental crisis situation, with their own unique sensiti