广告与公共关系英语

1

AdvertisingandPublicrelations

Chapter152一、什么是公共关系1、公共关系(publicrelations，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。

Chapter15

PublicralationsBuildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandingorheadingorheadingoffunfavorablerumors,stories,andevents.32、其主要职能：

Mainfunctions:是经营企业的声誉并协助公众形成对企业的一致认同。1.Pressrelationsorpressagency2.Publicpublicity3.Productaffairs4.Lobbying5.Investorralations6.Development43、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,

publicrelationstargets

thetargetaudienceIncluding:employees,

customers,

shareholders,competitors,

suppliers,

andothersocial

institutions,

orjust

ordinaryconsumers.Thisincludes

internalpublicandexternalpublic.54、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,

ThegoalofpublicrelationsToimprovepublicopinion,

tocreatea

reputation,

andfor

theorganizationtoestablishandmaintain

satisfactory

prestige.8Avtertisement9AvtertisementAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor101112131415161.Tevevision2.Theinternet3.Newspaper4.Directmail5.Magazines6.Radio7.outdoorMediumadvertisements17第二节、公共关系与广告的区别和关系Thedifferencebetweenadvertisingandpublicrelations.1、广告通过广告主付费的媒介到达自己的受众，公众往往带着疑心的眼光看待广告，或干脆不予理会。可信度和信任度较差。广告中存在的缺乏，就需要公共关系等以其他的形式去弥补。Advertisingthrough

the

media

advertiserspay

to

theiraudience,

thepublic

oftentaketheir

suspicion

insighttoseetheadvertising,

orsimply

ignoreit.

Credibility

andtrust

ispoor.Shortcomings

ofadvertisements,

require

publicrelations

to

otherformsofreparation.182、由于广告是经过周密发布来获得到达率和频次的，而且通过付费控制群众传媒和舆论。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

reachandfrequency,

butalsothroughthe

massmedia

andpublicopinion

toachievetheirgoals.

Andpublicrelations

are’tpreciseliketheadvertisement

,

and

PR

activitiesareoften

difficulttocontrol.193、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,

publicrelations

canonly

toacertainextent,

but

cannotberepeated,

andtheadvertising

canbe

repeated.

Many

enterprisesachievetheirownpublicrelations

throughthe

representationofadvertising

Advertisingandpublicrelations

information,andthenews

are

combinedwitheachother.20CASE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、主动地参加了有益于环境保护的行列

Environmentalpollutionand

deterioration

is

causedworld

concernandattentionfromallwalksoflife.

Theworldfamous

fastfoodnation

McDonald's

alsoactively,actively

joined

theranksofthe

beneficialto

environmentalprotection2122许多企业面对环保问题，应付的方法不外乎是推、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。

Whenmanyenterprises

inthefaceof

environmentalproblems,

theyjustnotadmittheproblems,

butMcDonald's

doesnotdoso.

It

can'taffordtoconsumerslikethat.Inorderto

quelltheprotests,

it

hadtoseek

the

help

ofenvironmentalists.

InAugustof1990,

McDonald'sand

"theEnvironmentalDefenseFund"

(EDF)

signedanunusual

agreement.

EDFis

USA

a

veryprogressive

environmentalresearch

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，创造了良好的社会气氛和经营环境McDonald's

inthefaceof

"environmental

crisis"

situation,

withtheirown

uniquesensitive

an