Internal and External PR and Difference between PR and Advertising

1 Watch the video and put the words into the gaps in the text.

When you’re thinking about public (1)____ for the first time, one of the most important things to remember is: it is about (2)____ and credibility. Advertising is when you stand up and say: “I am fantastic! I work for the best PR (3)____ in the world, this is the best soft drink!” That’s advertising. Ok ... Public relations is when other people or other organizations say that about your company or your organization. They endorse it, they (4)____ you and they recommend you to other parties. You cannot buy recommendation. That is why, when you are considering public relations programs, you need (5)_____ or additional resources to introduce your company, to position you, to profile you. And sometimes to edit the environment which you operate on so that your (6)____ can understand and make their own decision about the (7)____ you could make to their business (8)____.     (9)____ PR is a completely different game. Many companies do internal PR extremely competently without any external (10)___ at all. The only problem is - you start to believe it. You know, when you see the wood from the trees. And often communication because it’s about reputation is done at top-level, it’s done at senior management level. And the trouble with senior (11)___ is they often believe what they think is actually going on, sometimes they’re very isolated. More often than not they’re not as likely to be presented with the whole truth, know the whole truth and know the rest of it, because they’re, you know, the top of the palm. And inevitably people (12)__ messages before they go upwards to the boss. So when you’re doing an internal PR you need of a good cross-mix of (13)____ of different levels, perhaps geographically around your country or across the world. So that you can come up with an acceptable internal PR program, that is both (14)____, and (15)____, whether you’ve got the space workers or perhaps medical workers or people in vans, or people in motor-bikes. You have to (16)____ your program accordingly.	relations
	agency
	endorsement
	audiences
	commend
	external
	success
	contribution
	edit
	resources
	management
	internal
	informational
	employees
	change
	inspiring

2 Vocabulary focus. Sudy the words and  word combinations, practise their translation, spelling. Check your knowledge in the test. Play vocabulary game and set your own vocabulary game record.

 

3 Mark the following statements as True or False.

1.     Public Relations is when you stand up and say that your firm is fantastic.

2.     Endorsement and credibility are very important for advertising.

3.     Many companies do internal PR extremely competently without any external resources at all.

4.     It is very easy to buy recommendations.

5.     Internal PR is when other people or other organizations say something about your company or your organization.

6.     Many companies do external PR extremely competently.

7.     Senior management are often very isolated and do not know the whole truth about their company.

8.     People sometimes do not tell all the truth to their bosses.

9.     When you’re doing internal PR you need a good cross-mix of employees of different levels.

4 Answer the Questions.

1. What is one of the most important things to remember when you’re thinking about Public Relations for the first time?

2. What is advertising?

3. What is Public Relations?

4. What do you need to consider when you think about PR programs?

5.  What do you need to do internal PR?

6.  What do firms need to do external PR?

7. Why is cross-mix of employees important in internal PR? Can senior managers do all internal PR themselves?

PR and Integrated Disciplines

1 Watch the video and put the words into the gaps in the text.

Today we аre going to have a (1)___ lesson. And the term is “public relations”. “What is (2)____?” This is a term that I hear very frequently (3)____, sometimes, unfortunately, even among my peers. Many people think that PR is getting a (4)____ or client’s name printed or (5)___ in the news media, which formerly we would call ‘(6)___ relations’. Media relations is and can be a function of public relations, but that is not ‘public relations’ defined. That would be like saying a point of purchase (7)___ or a direct (8)____ piece is ‘marketing’. In my studies, I have come across many attempts to define ‘public relations’ and here is my favorite. It says that ‘public relations’ is the management function that builds and (9)____ relationships with the key (10)____ of people, the ‘publics’, upon which the success or failure of your (11)____ depends. In short, what that means is PR is all about increasing exposure and also staying on (12)____ terms with the people who could make or break your business. A key phrase to pull out of that definition I just gave was ‘(13)____ and maintaining relationships’. How do we go about building and maintaining relationships in our daily lives, professionally and personally? It’s all about effective communication - and that’s where a public relations professional can really help. A (14)____ PR pro knows that while media relations could be an important part of a public relations campaign, there are many other communication challenges and (15)___ that they may be able to help a client or an (16)____ address. For example, other functions include internal (17)___ - that might involve increasing employee morale or getting a (18)___ or key (19)___ to buy (20)____ a certain idea that an organization is proposing. It could have to do with crisis management. It could have to do with (21)____ and getting out there on a (22)____ to increase exposure among your community. But most importantly, it’s about figuring out what you’re trying to (23)____ as an organization, who are you trying to motivate and connect with, and then you think about how you do that. Public relations is not just media relations. It is about building and maintaining relationships with the key groups of people who (24)___ your business.	public relations
	company
	vocabulary
	misused
	display
	broadcast
	media
	groups
	good
	maintains
	business
	well-rounded
	opportunities
	building
	employer
	into
	board
	community relations
	accomplish
	campaigns
	influence
	stakeholders
	grassroots level

2 Vocabulary focus. Sudy the words and  word combinations, practise their translation, spelling. Check your knowledge in the test. Play vocabulary game and set your own vocabulary game record.

 

3 Mark the following statements as True or False.

1.     Sometimes people don’t understand term ‘PR’ and don’t use it correctly.

2.     PR is about creating and maintaining relations with key publics.

3.     PR is the same as media relations.

4.     Direct mail is the same as marketing.

5.     Key groups of people could make or break your business.

6.     Marketing’s all about effective communication.

7.     Internal campaign is not part of PR.

8.     Internal campaign is an attempt to influence business partners in other countries.

4 Answer the Questions.

1.     What does term ‘PR’ stand for? What does term ‘media relations’ mean?

2.     Are PR and media relations practices connected?

3.     How do people usually understand PR? Are their definitions correct?

4.     Why is ‘building and maintaining relationships’ important in PR?

5.     What kind of public can an internal campaign influence?

Branding in Relation to Marketing, Public Relations & Advertising

1 Watch the video   and put the words into the gaps in the text.

So (1)___ works very very well with marketing, (2)____ relations, and advertising but they’re very very different things.  So we need to understand how they work in relation to each other to use them effectively. So if we think about what advertising is, advertising is the attempt to influence your audience by just screaming at anyone who’s willing to listen. So whether that’s in a brief message or a visual on the (3)____, advertising is a very brief but (4)____ communication.   Marketing is for people who said: “I’m actually slightly interested, I want some more information” and so they go to your website or gather a (5)____.  That’s why it has more content, more photos etc. It’s marketing, it’s much more direct: instead of screaming at anyone you’re talking to a very (6)____ group of people. Public relations is different because it’s actually not about talking directly to your (7)____, it’s about talking to the people that influence them. So whether they read a specific magazine and listen to a specific (8)_____ or they have friends that are influential, whoever the audience’s (9)_____ are that’s the most important group for public relations. So it’s the attempt to influence the consumer but via a third-party influencer. You can imagine all those are communication (10)____: there are ways of screaming at everybody, ways of talking to a particular person, ways of influencing the influencer. But what are you trying to say in all those channels? What’s the message? Who are you and why do you (11)____? That’s what brand is. Brand strategy is the thought process you go through to ensure that every time you advertise, every time you do marketing, every time you do public relations it (12)_____ around the common (13)____.
	public
	branding
	repeated
	freeway
	particular
	influencers
	consumer
	brochure
	editor
	concept
	mechanisms
	matter
	synchronized

2 Vocabulary focus. Sudy the words and  word combinations, practise their translation, spelling. Check your knowledge in the test. Play vocabulary game and set your own vocabulary game record.

3 Mark the following statements as True or False.

1.     Marketing, advertising and branding cannot be combined.

2.     Advertising is the repeated attempt to influence your audience.

3.     Marketing is for all groups of people.

4.     Public relations is not direct influence on consumers.

5.     Some people read magazines and can be influenced by the magazines’ editors.

6.     Brand is the message behind marketing, PR and advertising.

4 Answer the Questions.

1.     What is advertising? What people/groups of people can it influence?

2.     What is marketing all about? What people can be influenced by marketing?

3.     What types of influencers are important for PR?

4.     What is brand?

5.     What should brand, PR, marketing, advertising be synchronize around?