广告与同公共关系英语.pptVIP

* Advertising and Public relations Chapter 15 * 一、什么是公共关系 1、 公共关系(public relations，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。 Chapter 15 Public ralations Building good relations with the company’s various publics by obtaining favorable publicity,building up a good corporate image,and handing or heading or heading off unfavorable rumors,stories,and events. * 2、其主要职能： Main functions: 是经营企业的声誉并协助公众形成对企业的一致认同。 1.Press relations or press agency 2.Public publicity 3.Product affairs 4.Lobbying 5.Investor ralations 6.Development * 3、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,?public relations targets ?the target audience Including :employees,?customers,?shareholders,competitors,?suppliers,?and other social?institutions,?or just?ordinary consumers.This includes?internal public and external public. * 4、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,?The goal of public relations To improve public opinion,?to create a?reputation,?and for?the organization to establish and maintain?satisfactory?prestige. * 5、危机管理 5.Crisis Public Relations 组织危机是指以某个组织为范围，对其生存与发展可能造成巨大威胁的突发事件。 The unexpected events may?cause a great threat to?the survival and development of the organizations. * 危机管理6F原则： Crisis management?principle (6F) ???? Forecast（事先预测）原则???? Fast（迅速反应）原则??? ?Fact（尊重事实）原则???? Face（承担责任）原则??? ?Frank（坦诚沟通）原则?? ? Flexible（灵活变通）原则?? * Avtertisement * * * * * * * 1.Tevevision 2.The internet 3.Newspaper 4.Direct mail 5.Magazines 6.Radio 7.outdoor Medium advertisements * 第二节、公共关系与广告的区别和关系 The difference between advertising and public relations. 1、广告通过广告主付费的媒介到达自己的受众，公众往往带着怀疑的眼光看待广告，或干脆不予理会。可信度和信任度较差。广告中存在的不足，就需要公共关系等以其他的形式去弥补。 Advertising through?the?media?advertisers pay?to?their audience,?the public?often take their?suspicion?insight to see the advertising,?or simply?ignore it.?Credibility?and trust?is poor.Shortcomings ?of advertisements,?require?publ