Public relations

Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.

Essential functions of public relations include research, planning, communication, dialogue and evaluation.

Other public relations activities include:

• Publicity events, pseudo-events, photo ops or publicity stunts

• Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances

• Talk show circuit: a public relations spokesperson, or the client, " does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach

• Books and other writings

• Collateral literature, both offline and online

• Direct communication (carrying messages directly to audiences, rather than via the mass media) with, for example, printed or email newsletters

• Blogs

• Social media and Social networking services

Public relations are activities designed to improve or maintain or protect a company’s or a product’s image. Public relations includes things like company publications, most notably the annual report, sponsorship, community relations programmes, the lobbying of politicians, and the creation of new stories, all designed to get publicity for the company or the particular product. Unlike paid advertising, publicity is any (favourable) mention of a company’s product that is not paid for, in any medium received by a company’s customers or potential customers. Companies often attempt to place information in news media to draw attention to a product or service. Quite apart from financial considerations, the advantage of publicity is that it is generally more likely to be read and believed than advertising. It can have a great impact on public awareness that could not even be achieved by a massive amount of advertising.

Within the limits of their budget, marketers have to find the optimal communications mix of advertising, sales promotion, personal selling, and publicity, without neglecting the other elements of the marketing mix, i.e. the possibility of improving the product, lowering its price, or distributing it differently.

2. Выпишите незнакомые слова и выучите их. Затем переведите следующие слова и выражения:

связи с общественностью, поток информации, физическое лицо, цель, общественность, убедить, служащие, заинтересованные стороны, поддерживать, улучшать, точка зрения, выступать, распространенные виды деятельности, важные функции, оценка, мероприятия, торжественный прием, представитель организации, СМИ, социальные сети, публикации, годовой отчет, социальные программы, спонсорская поддержка, разместить информацию, помимо, финансовые соображения, преимущество, воздействие, ограничения бюджета, продвижение продаж, пренебрегать, снизить цену, незначительное событие, раздутое средствами массовой информации, подстроенное или вымышленное происшествие или дело (" газетная утка"), действия, направленные на привлечение внимания, позирование перед прессой, рекламный трюк (пиар-ход), группа учредителей, схема, пакет рекламных материалов, личная продажа, формирование общественного мнения.

3. Отметьте высказывания ниже текста как истинные (T) или ложные (F).

1. Public relations (PR) require payment the same as advertising.

2. Public relations provides a certain point of view about the organisation, its leadership, products, or of political decisions.

3. Speaking at conferences, winning industry awards, working with the press, and employee communication are unusual activities.

4. Essential functions of public relations include research, planning, communication, dialogue and evaluation.

5. Speeches; receptions; seminars, and other events are outside PR.

6. Collateral literature is, both offline and online

7. Company publications include the annual report, sponsorship, community relations programmes, and new stories.

8. Publicity is part of advertising company’s product in any medium received by a company’s customers or potential customers.

9. The advantage of publicity is that it is generally more likely to be read and believed than advertising.

10. Mainly neglected by PR are improving the product, lowering its price, or distributing it differently.

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