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Английский для бизнеса

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Английский для бизнеса Выпуск 53 - Public Relations


Public-relations.Business English

АНГЛИЙСКИЙ ДЛЯ БИЗНЕСА

Выпуск 53 - Public Relations

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В этом выпуске:

Topic: Public Relations (text, exercises)

Video: What is PR?

Business Writing: Как подготовить пресс-релиз на английском языке
 

Topic: 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

Building and managing relationships with those who influence an organization or individual’s important audiences has a central role in doing public relations. Traditional public relations tools include press releases (a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy) and press kits (a pre-packaged set of promotional materials of a person, company, or organization distributed to members of the media for promotional use) which are distributed to the media to generate interest from the press. Other widely used tools include brochures, newsletters and annual reports.

Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will be used as regular program content, with or without acknowledgment of the source. One emerging theme is the application of psychological theories of impression management.

After a public relations practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" (a rolling device for cards) becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of public relations.

Astroturfing is the act of public relations agencies placing blog and online forum messages for their clients, in the guise of a normal "grassroots" user or comment.

Источник: wikipedia.org/wiki/Public_relations

Читать выпуск дальше (упражнения, видео, структура пресс-релиза) - http://www.english-2days.narod.ru/bis/53-Public-relations.html.

 

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