市场营销专业外文翻译

1、 本科毕业论文（设计） 外文翻译题 目浅析国内企业危机公关中的舆论引导策略专 业 市场营销指导教师 职 称讲师/硕士中国武汉二零一二 年 四 月公关的威力新传媒时代高回报率营销传播指南原文来源：the power of public relations - the high rate of return of the new media age marketing communications guide， of: (u.s.) weiner publisher: enterprise management publishing house 2008(01) 1、 营销和公共关系的新机遇 近年

2、来，无论是从汽车制造到金融服务，还是从包装消费品到娱乐业，许多公司都得出了一个结论：公共关系的确有效，而且，公共关系通常比其他营销方式更有效，花费成本更少。 职业传媒人员在过去几十年里一直利用公共关系进行价值传递。最新的消息是，许多处于先驱地位的专业人士正在通过科学的方式证明：公关活动是怎样积累可以度量的价值的。这种变化代表的过程意义深远：他们不再依靠价值观念上的认识，而是采纳了“投资回报”这一概念(roi长久以来为金融界所使用的专业术语)，对公关活动带来的经济利益和它的相关成本做出客观的度量。当人们询问一项投资的roi时，他们其实是在问：“我花的那笔钱究竟是赚了还是赔了？”这个问题的答案是通

3、过商业语言而不是日常语言传递的。 “公共关系投资回报”(pr-roi)的要素之一是以科学的方式证明公共关系对销售的贡献。有记载的最早以这个形式分析pr-roi的案例是1999年对市场营销行为的一次深入而复杂的统计数据分析。在这个案例中，电子通讯巨擎at&t惊讶地发现：尽管公司在广告上所投入的资源远远超过公共关系，但以媒体关系形式存在的公共关系在吸引远距离消费者方面，却与广告不相伯仲。更重要的是，分析表明公关常常成为其他形式的营销活动的助推器：当at&t公司拥有正面、积极，并且有较高可见度的新闻时，它的广告活动就更加成功，其呼出型电话营销就更有成果，呼入型电话营销更加有效。这项发现改变了at&t

4、公司的营销人员与公关人员的工作方式，使他们一起策划并衡量整个营销活动的有效性。 近几年(在公司被sbc并购形成“新at&t”公司以前)，at&t作为世界顶级公司之一的领袖地位有所下降。它的例子为我们提供了两条重要的经验：首先，公共关系是一个被极度低估的资源，不仅没有名副其实地发挥好自己的作用，而且也没有为其他形式的营销传媒增加价值；其次，当公共关系面临各种类型的机遇时，积极的公关人才并没能克服他们所面临的困难，例如缺乏规制所带来的有害影响，有瑕疵的商业策略，以及激烈的甚至可说是惨烈的竞争。当然，正像众多“开拓者”从自己的历史中学习总结一样，at&t准确地衡量了营销组合中公共关系与其他因素的互动

5、及其影响，在这方面，它是第一人。at&t工作的结果就是，如果一个公司获得了有意义的商业结果，人们在衡量这种成就时，就不会再说公关的贡献过于弹性，可有可无了。 公共关系在营销和传媒组合中是独一无二的。而我的目标就是告诉大家，在公司和品牌通过营销和传媒创造有意义的商业结果的过程中，公关如何扮演一个中心角色。在这一章中，我提出了变化中的7个因素，它们改变了公司和营销传媒中的整体格局。这些因素为公关特殊的首席地位奠定了基础： 媒体商业中的转变 传统大规模营销的衰落 变化的媒体消费习惯 信息的渠道、丰富程度和速度 下降的品牌忠诚度 对大公司逐渐上升的不信任上升的可确认性这些因素为公关创造了新的机遇。公共

6、关系正处在一个快速转变的格局中，这是营销人员和传媒人士必须置身其中的大环境。2、媒体商业中的转变在整个美国营销和传媒的历史中，付费的也好，免费的也好，传统媒体在传递信息方面扮演了中心角色。无论是18世纪的报纸，19世纪的杂志，还是20世纪的广播或电视，或是21世纪的互联网，媒体和营销之间唇齿相依，不可分离。但是媒体环境却处于不断的变化当中，正是这种变化带来了机遇。 由于竞争日趋激烈，互联网和其他形式的新媒体日益兴起，广告收益不断减少，再加上其他压力，使许多媒体公司疲于奔命。这些公司不断地降低广播以及印刷媒体编辑部门和新闻办公室的成本，并裁减员工。同其他许多公司的员工一样，记者和编辑们被迫用不断

7、压缩的成本创造更多的价值。许多公司还选择了全国的报业辛迪加的专栏作家和新闻服务，而抛弃了以前合作的作家和编辑。因为这些统一的材料和新闻服务花费不菲，很多编辑把公关部门和公关公司看成了新闻和报纸特写的资料来源，这为新闻从业人员和公关人员日益紧密的合作创造了机会。另一个相关的潮流同样提供了机会。当许多媒体例如纽约时报和cbs新闻网将新闻作为发展的重心，在严格区分广告和社论时，也还有另类存在，这为营销人员带来了新机遇。例如，德拉哈耶曾对北美、南美、西欧和亚洲的11个国家的女性美容杂志的编辑进行调查。结果显示，当在撰写一篇关于某种化妆品如口红的特别报道时，询问背景信息的第一个电话通常是打给这本杂志最大

8、的广告商。公共关系具有讲故事的能力，而广告行业具有控制频率和时机的能力。模糊的边界使得营销人员开始将二者结合起来。media link是电视新闻节目录像制作方面的广播公关咨询师。敏锐的营销人员曾和他们合作推出30秒插播广告，面对tivo带来的挑战，该插播广告具有明显不同的节目内容(与新闻内容相反)。例如，一个电影频道播放雨人(rain man)，其中汤姆?克鲁斯和达斯丁?霍夫曼驾驶一款1949年别克road master敞篷车穿越美国。在大量投放传统模式的(并且能被tivo数码录像机识别录像)的插播广告前，别克公司可以投放一则30秒的“你知道吗？”的电影短片，重点介绍别克车在电影中的精彩表现，

9、内容可以设计得十分吸引人，囊括大量信息。电影中主角驾驶这款经典车型穿越美国，观众在观看这个短片时不会感到内容与电影毫无关联。同时，它又可以让观众呆在电视机旁边，而不是快进跳过广告，或是奔向厨房。这种营销形式同时具备令广告人员羡慕的参与度和可信度，而公共关系通常是能够具备这两点的。实际上，大部分这种类型的广告都由公关人员和广告部门或广告公司共同制作。3、研究如何建立公关战略和战术媒体定位 媒体定位需要的是认真的思考而不是一个rolodex的大档案。“咖啡桌逻辑”所做出的十分钟人群构思是不切实际的，广义的分类，如“介于14岁49岁的妇女”之类，也不行，因为这种分类太广泛，因而没多大的实际意义。在有

10、些案例中，目标人群人口中心可能也会造成误导。如果你只关注那些在你所认定的目标人群中有着最高曝光度的媒体目标，那么出乎意料的事情就多了。继续以计算机芯片制造商为例，在目标市场上最具说服力的印刷类媒体(按顺序)是萨克拉门托蜜蜂，波特兰俄勒冈人，西雅图时报，印地安纳星报，以及圣荷西信使报而不是纽约时报它没有进入前50名，还没有乡村之音的排名靠前，也不是洛杉矶时报还不如橙色小县登记排名靠前。一些更有趣的媒体选择出自那些发行量相对较小却拥有100%目标人群阅读率的媒体：盐湖城的德赛利特新闻报，以及爱达荷博伊西的爱达荷政坛。这两个城市很少能在任何公关公司的“必须有”的媒体定位的名单上找得到。具有讽刺意义的

11、是，拥有更大目标媒体的基础特别是如这两例的视线之外的媒体为公关者提供了多得多赢的机会。毕竟，还有谁在关注这些分支呢？通常，如果只是因为在那些领域里的媒体可能性往往比计算机媒体少，而且它们得到社评关注的机会也往往少得多，贸易或b2b媒体很少有什么惊人之处。然而，你可以发现有些重叠之处，例如，牙膏制造商看连锁零售商店的时事通讯，而在沃尔玛里买牙膏的人看的是牙膏行业媒体。这个信息在对消费者和客户进行“媒体喜欢程度”调查的问题库预编程序，以及以后的媒体定位阶段的优先排序中得到揭示。 记住，惟一重要的媒体是那些有助于你达到目标的媒体。在需要对你的媒体定位进行优先排序，以决定如何分配自己的宝贵资源时，根据

12、图5-1所示创建一个“科学的媒体战略计划”。所示过程是“媒体统计审计”结果与你有竞争力的新闻内容分析结果(见本书第三章)的结合。统计审计告诉你，哪些媒体重要，但它没有告诉你哪些媒体更能接受你的新闻。单纯的媒体分析能告诉你哪些媒体有多少接受程度，但它不会告诉你哪些媒体的穿透能力最强。两者合起来就能将数据化为行动。待添加的隐藏文字内容2the power of public relations - the high rate of return of the new media age marketing communications guideof: (u.s.) weiner publishe

13、r1、new opportunities for marketing and public relations in recent years, whether it is from automobile manufacturing to financial services, or from the consumer packaged goods to entertainment, many companies have come to a conclusion: indeed effective, public relations, public relations is usually

14、more effective than other marketing methods, it costs less . professional communicators in the past few decades has been the public relations value delivery. the latest news is that many professionals are in the pioneer status by the scientific way to prove: public relations activities are accumulat

15、ed value can be measured. this change represents the process of far-reaching: they no longer rely on the awareness on the values, but adopted the concept of return on investment (returnoninvestment) (roi jargon - has long been used for the financial sector), the economic benefits of public relations

16、 activities and its associated costs to make an objective measure. when people asked about the roi of an investment, they actually asked: i spent that money is what is earned or lost? the answer to this question is passed through the language of business rather than ordinary language. one of the ele

17、ments of public relations return on investment (pr-roi) is the scientific way to prove the contribution of public relations to sales. recorded as early as this form of analysis of the pr-roi case is the marketing behavior in 1999 an in-depth and complex statistical data analysis. in this case, the e

18、lectronic communications giant at & t was surprised to find: despite the resources invested by the company on advertising is far more than public relations, but the existing form of media relations, public relations to attract long-distance consumers, but not with the ad comparable. more importantly

19、, the analysis showed that public relations often become boosters of other forms of marketing activities: when the at & t, have a positive, positive, and higher visibility of news, its advertising activities are more successful, its outbound telemarketing more fruitful, inbound telemarketing is more

20、 effective. this discovery changed the marketing officer of at & t inc. and the public relations staff, enabling them with planning and measures the effectiveness of marketing activities. before in recent years (in company mergers and acquisitions by sbc formation of the new at & t), the leadership

21、of at & t as one of the worlds top companies has declined. examples provide us with two important experience: first, public relations is an extremely underestimated resource, not only did not truly play their own role, and it does not add value for other forms of marketing media; public relations, w

22、hen faced with all types of opportunities, positive public relations personnel did not able to overcome the difficulties they face such as lack of regulation brought about by the harmful effects of a flawed business strategy, and fierce - even can be said is tragic - the competition. of course, just

23、 as many pioneers to learn from their own history summary, like the at & t accurately measure the interaction and its impact on the public relations in the marketing mix and other factors, in this regard, it is the first person. the results of at & t work is that, if the a companys meaningful busine

24、ss results in the measure of this achievement, would not say the contribution of public relations is too flexible, dispensable. public relations is a unique combination of marketing and media. my goal is to tell you how to play a central role in the process of companies and brands to create a meanin

25、gful business results through marketing and media, public relations. in this chapter, i propose a change in the seven factors, they have changed the overall pattern of media companies and marketing. these factors laid the foundation for special public relations chief position: changes in the media b

26、usiness the decline of the traditional mass marketing changing media consumption habits channels of information, richness and speed of decline of brand loyalty on the big companies do not trust gradually increased rising can be recognized these factors create new opportunities for public relations.

27、public relations is a fast-changing pattern, which is marketing and the media must be exposure to the environment.2、 shift in the media business the history of the entire marketing and media, paid or free, or traditional media in the transmission of information plays a central role. whether it is th

28、e newspaper of the 18th century, 19th century magazine, or radio or television of the 20th century or the 21st century internet media and marketing are closely related, can not be separated. but the media environment in a constantly changing, it is this change and opportunities. increasingly fierce

29、competition in an emerging market, the internet and other forms of new media, advertising revenue is declining, together with other pressures, many media companies weighed down. these companies continue to reduce the cost of the editorial department and the information office of the broadcast and pr

30、int media, and cutting staff. as with many other companies, employees, reporters and editors are forced to use the cost of continuous compression to create more value. many companies also choose a national syndicated columnist and news services, and abandoned the previous cooperation writer and edit

31、or. expensive because of these common materials and news service, edit the pr departments and pr companies look to become the news and newspaper close-up of sources of information, this is the increasingly close cooperation of journalists and public relations staff to create an opportunity. another

32、related trend is the same opportunity. many media such as new york times (newyorktimes) and the cbs news website news as the center of gravity, in the strict distinction between advertising and editorial, there is an alternative exists, which has brought new opportunities for marketers. for example,

33、 de la herger had to investigate female beauty editor of the magazine in 11 countries in north america, south america, western europe and asia. the results showed that, when writing one on some kind of cosmetics such as lipstick special report, asking background information, a phone call is usually

34、to call this the magazines biggest advertisers. public relations has the ability to tell stories, the advertising industry has the ability to control frequency and timing. blurred the boundaries of the marketers began to combine the two. media link is a video production aspect of television news pro

35、grams broadcast public relations consultant. keen marketing personnel and their co-launched the 30 seconds of commercials, the face of the challenges tivo, and the commercials has distinctly different program content (news content). for example, a movie channels to play rain man (rain man), tom? cru

36、ise and dustin? hoffman, driving a 1949 buick road master convertible across the united states. put in a large number of the traditional model (and to be the tivo digital video recorders to identify video), commercials, buick put a 30-second do you know? short film focuses on the buick in the film w

37、onderful performance, and can design a very attractive and include a lot of information. driving this classic model the protagonist of the film across the united states, the audience will not feel content with the film has nothing to watch this video. the same time, it allows the audience to stay in

38、 the tv next to, rather than fast-forward to skip commercials, or toward the kitchen. this form of marketing with the envy of the advertising staff participation and credibility, and public relations are usually able to have these two points. in fact, most of this type of advertising by the public r

39、elations staff and the advertising department or advertising agency co-production. 3、 to examine how public relations strategy and tacticsmedia positioning media positioning is needed is a serious reflection rather than a rolodex file. ten minutes the crowd the idea of coffee table made in the logic

40、 is impractical, broad categories, such as between the 14-year-old to 49-year-old woman, does not work, because this classification is too broad, and therefore did not much practical significance. in some cases, the target population centers may be misleading. if you only focus on those you have ide

41、ntified the target population with the highest exposure media target, then unexpected things. continue to computer chip makers, for example, the target market, the printing of the most persuasive type of media (in order) sacramento bee, portland, oregon , the seattle times, indiana star, as well as

42、the san jose mercury news - not new york times it did not enter the top 50, there is no the sound of the countryside ranking, nor is it the los angeles times not as good as the orange county registration some of the more interesting media from those circulation is relatively small but has a read rat

43、e of 100% of the target population media: salt lake city desolate business news, boise idaho the idaho the political arena . these two cities rarely find in any public relations firm must have list of media positioning. ironically, with the basis of the larger goal of the media - especially media such as the sight of