Ex.9. Give the written summary of the topic “The Make-Up of the PR Industry” (350 words)
Ex. 10. Go over pages 63-89 of the book «PR Today» and the texts of exercises 7 and 8 of the present textbook. Get ready to speak on the following issues of the topic “The Make-Up of the PR Industry”:
The overall structure of the PR industry;
The difference between consultancy and in-house PR;
The differences between commercial, public sector and not-for-profit PR;
The range and rationale of PR specialization
Chapter 4 PR, Marketing and Advertising
Ex.1 Answer the following questions and do the following assignments.
Why is marketing PR considered a key communication discipline?
What is marketing and Four P’s?
Research and analyse the four P’s for a chosen product.
In what way is the job of head of marketing similar to that of a conductor?
What is an advertisement? What does advertising involve?
What types of media does advertising appear in?
What audiences does advertising target?
What is AIDA and what are the main four purposes of advertising?
Give examples of advertisements in terms of purpose.
What is the difference between display and classified advertising? What changes did the advent of the web introduce in advertising?
What are the three basic styles of advertising?
Give examples of advertisements in the three basic styles.
What are the strengths and weaknesses of advertising in marketing?
Why is it essential that PR and advertising teams work together?
What is the difference between below-the-line and above-the-line?
What is direct mail? How effective is it?
What do sales promotions represent? What are their benefits and dangers? In what way do they come in contact with PR?
What is sponsorship? What are its types? What are the problems of sponsorship?
What are the e-marketing communications techniques? Why are digital communications called the most problematic marcoms discipline?
What role did marcoms disciplines play in helping you to reach your decision?
What are the specific features of integrated marketing communications?
What are brands? What are the segments of a brand?
Analyse the structure of Chime plc.
Think about the area of PR you would most like to work in?
Ex.2 Match the words with definitions.
a branch of knowledge aimed at winning someone over
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a consignment
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marketing communications instruments
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propensity
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a bitter struggle for territory, power, control, or rights
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one-off
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very similar to something
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intermediary
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extremely thorough and complete
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opaque
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a quantity of goods that are sent somewhere, especially in order to be sold
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a persuasive discipline
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respected for being honest or for doing good work
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to offset
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a person or organization that tries to help two other people or groups to agree with each other
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akin
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inclination
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marcoms tools
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to cancel out
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reputable
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to try very hard to persuade someone to do something
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to bridge a gap
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happening or done only once
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a turf war
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to reduce or get rid of the difference between two things
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to exhort
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difficult to see through
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exhaustive
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Ex.3 Give definitions of the following words and word-combinations.
To kick off; to amplify; an advertorial; province; direct mail; mailshot; ramification; to simmer; an outfit; to stake one’s; hard news; soft news; mainstay; trade-off; resonate with a target audience.
Ex.4 Complete the words and translate the following sentences into Russian.
The phrase t______ w______ may have originated in the American West, where cow herders and sheep herders fought over grazing turf.
If something such as an event or a message r______, it seems important or good to people, or continues to do this.
In recent years, several big stores have s______ a c______ to the wealthy shoppers in this areа.
Politics, war, economics and crime used to be considered h______ n______, while arts, entertainment and lifestyles were considered s______ n______.
There is a thousand and one articles out there telling us how to make all these green t______-o______.
Something a______ to panic overwhelmed him.
The rescue team made an e______ search of the area.
The sale also included c______ from other owners.
If you have a burglar alarm fitted, make sure it is done by a r______ company.
The King responded to the questions through an i______.
The savings on staff wages are o______ by the increased maintenance costs.
He would also e______ his children to read it, and laid great stress upon the utility of information.
It's yours for a o______-o______ payment of only £200.
Alvin managed to b______ the g______ between ballet and modern dance.
Keep herbs and spices in o______ glass bottles to protect them from sunlight.
What time does the laser show k______ o______?
These stories only a______ her fears.
Computers were once the p______ of scientists and mathematicians.
A problem arises with sample offers if you are not geared up for individual d______ m______ dispatch.
We're sending out a m______ telling our customers about our new products.
At the time, I was not aware of the r______ of my actions.
Violent revolt was s______ in the country.
My o______ was sent to Italy during the war.
Agriculture is still the m______ of the country's economy.
Ex.5 Translate the following words and word-combinations from Russian into English using active vocabulary.
Формы убеждения; инструменты маркетинговых коммуникаций; родственный; исчерпывающий; территориальные войны; оплаченное место; редакционная площадь; продвижение продаж; партия товара; заслуживающий доверия; посредник; предрасположенность; нейтрализовать критику, исходящую от групп влияния; призывать; демонстрационная реклама; рубричная реклама; уникальные товары; преодолеть разрыв; образ действия; непрозрачный; сражаться за господство; стартовать первым; усиление рекламы; информирующая реклама; поле деятельности; прямая рассылка; разовая рассылка; юридические последствия; медленно кипеть; рекламная фирма; заявлять своё право на; актуальные новости; новости, представляющие общий интерес; основа; компромисс; находить отклик у целевой аудитории.
Ex.6 Translate the following sentences from English into Russian.
Typically marketing PR activity is usually undertaken in conjunction with other persuasive disciplines, such as advertising and sales promotion, often under the banner of marcoms.
A useful analogy is to think of marcoms tools as akin to instruments in an orchestra.
The list of ten instruments is by no means exhaustive.
Despite the need, and often genuine desire, to work together there are sometimes turf wars within the marketing communications industry.
Advertising involves paid-for space in the media and elsewhere, and traditionally such space is clearly distinguished from editorial space which is where PR aims to gain coverage.
They are often very big and expensive things, or large consignments, so the purchaser likes to know the company they are buying from is reputable.
Many products or services are sold through intermediaries.
Building a positive image may simply be to increase consumers’ propensity to select your product or brand over a competition.
It can also be used to help attract good staff, offset pressure group criticism and impress trade customers.
In most countries one of the biggest advertisers is the government, constant exhorting citizens to drive safely, drink les, exercise more, recycle waste and so forth.
Another way that advertising can be categorized is as display versus classified.
Classified advertising is for specific one-off products such as houses, cars or jobs.
Advertising attempts to bridge the credibility gap by featuring celebrities and experts in adds.
Advertising’s visibility and transparent modus operandi make it easier to regulate.
The way PR works is more opaque and much harder to regulate.
PR usually only comes into contact with direct mail when the mailing agency wants to include some positive coverage secured by PR in one of its mailshots.
There seems to be a trade-off between levels of integration and the expertise provided by different agencies.
Ex.7 Translate the following sentences from Russian into English using active vocabulary.
Большая часть форм маркетинговых коммуникаций борется за господство в пространстве цифровой коммуникации.
Если начинается выпуск нового продукта или предоставление новой услуги, PR стартует первым, чтобы обеспечить будущим рекламным сообщениям поддержку третьих лиц, которая заслуживает доверие.
Если рекламное сообщение само по себе превосходно и необычно, со стороны рекламной команды может последовать то, что называется усилением рекламы.
Реклама может вступить в конфликт с PR, хоть и незначительный, из-за информирующих рекламных сообщений.
Реклама пытается укрепить доверие, привлекая известных личностей и специалистов.
PR-специалисты утверждают, что это их поле деятельности, поскольку они являются экспертами в редакционной сфере.
Прямую рассылку часто называют прямым маркетингом.
Те, кто работает в сфере продвижения продаж, утверждают, что PR-профессионалы не вполне осознают юридические последствия конкуренции, организованной в СМИ.
Такого рода споры редко выходят на поверхность, но продолжают медленно кипеть и могут привести к возмущению.
Специализированные агентства цифровых технологий, как и организации, занимающиеся продвижением продаж, и даже рекламные фирмы требуют проведения экспертизы, когда речь идёт о взаимодействии с социальными сетями, установлении связей и партнёрских отношений.
Цифровые технологии связаны с деньгами, поэтому все формы деятельности стремятся заявить о своих правах на них.
Вышеуказанные действия явятся основой для работы большинства PR-команд в области маркетинга.
Другие пути описания брэнда включают известность имени, наглядность и характерный набор ценностей, которые находят отклик у целевой аудитории.
Ex.8 Translate the following texts from English into Russian.
There’s a love-hate relationship between marketing and PR. While both marketing and PR are at their best when used together, many professionals feel that they need to choose one or the other.
To frame this conversation, marketing is defined by Dr. Phillip Kotler as: “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.” While the American Marketing Association (AMA) Board of Directors defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
By contrast, here’s how PRSA (Public Relations Society of America) defines PR: “Public relations helps an organization and its publics adapt mutually to each other. Public Relations broadly applies to organizations as a collective group, not just a business; and publics encompass the variety of different stakeholders.”
When asked what was the difference between Marketing, PR, and MarCom (or Communications), here’s what eleven communications-area experts said:
Marketing supports sales; public relations supports sales, marketing and overall company positioning internal and external; and MarCom is a function of marketing and promoting products and services versus overall company. Lisa Buyer – The Buyer Group
To me, marketing is more proactive while PR tends to be a bit more reactive. PR kicks in if there is news to report, a community that needs outreach, or a new product to promote. Marketing can help create responses that PR can then respond to. Marketing Communications to me seems more like a two-way conversation while marketing in particular can sometimes seem like the company sending information one-way to the audience. Marjorie Clayman – Clayman Advertising, Inc.
In line with the firm’s goals, marketing attracts consumers’ scarce resources, attention and disposable income, to drive profitable revenues. Marketing is the process of getting a product or service from a company to its end customers, from product development through the final sale and post-purchase support. Marketing extends across the customer’s entire purchase process including research, engagement, purchase, post-purchase (including supplemental support and returns) and advocacy. While traditionally the art of getting a person, company or other organization mentioned in the media, namely print, radio and television, PR’s has evolved. In the process, it’s been integrated into the overall marketing and communications plan. PR crafts an organization’s message(s) to its diverse publics including customers, prospects, investors, employees, suppliers, distributors, media/journalists, social media networks, the government and the public. These communications and their distribution must be search-friendly. Heidi Cohen – President, Riverside Marketing Strategies
The difference lies in the final goal – the end product of the activity. The purpose of marketing is to create and bring to market a product or service that people will buy. The 4P’s of marketing are product, price, promotion and place. Product covers R&D and the development of the product or service. Price is all about the market. Place is how and where you locate and distribute. Promotion is everything from market research to advertising, special offers etc. When you make a better mousetrap, people will only beat a path to your door if they know you have that better mousetrap and they know where the door is. The purpose of PR is to build relationships with all stakeholders – not just current and potential customers. PR smoothes the way. It creates a favorable operating climate in which it is easier to market, expand and be viable. As marketing guru Al Ries said, PR lights the fire, Marketing fans the flames MarCom is that part of PR that supports the marketing function. It is the PR function focused on product and sales support, rather than the broader PR vision of image and reputation. Sally Falkow – Press-Feed
Marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. “Public relations (PR) is the practice of managing the flow of information between an organization and its publics. And marketing communications (MarCom) are messages and related media used to communicate with a market. In the twentieth century, when we created campaigns the way Ford used assembly lines to build cars, it was important to differentiate these things. But in the twenty-first century, we need to redefine all of these activities, departments, processes, practices, messages and related media more holistically. Otherwise, IT, not marketing, will be in charge of website optimization, customer service, not PR, will be in charge of social media, and corporate communications, not MarCom, will be in charge of online video. Greg Jarboe – SEO-PR
The lines are definitely blurry, but PR and MarCom fall under the general Marketing umbrella. Marketing encompasses the full scope of brand communication, ranging from advertising to sales support to PR and corporate social responsibility. MarCom is narrower, but only slightly, than Marketing, and covers all of the marketing function except the creative process of advertising. Once the marketing message is developed by MarCom, the “advertising” team can develop it visually and develop a media buying strategy to support it. PR manages the dialog with consumers, whether they are your customers yet or not. That happens directly, via social media, and through more traditional media channels. PR is the MarCom group that doesn’t get a budget to drive their goals. Advertising and MarCom can buy media, while PR’s key differentiator is that its media is earned. Corey Kronengold-Eyeview
There should be no difference. All forms of communication should be integrated together – and that includes how you answer the phone, sign your email, post to Twitter and Facebook, etc. Communication should involve all available tools. Customer service also should be considered part of communications because if your customer service sucks, nothing else that you say matters. B.L. Ochman – What’s Next Blog
Marketing is the overall mix of activities that you undertake to get your product or service to market – to actually purchase, use and evangelize. Successful marketing rests on the best balance of levers within the mix, a deep and thorough understanding of the market/audience you are trying to reach, and a genuine desire to improve that market based on their wants and needs. PR is the set of activities, usually earned (but often triggered by a paid campaign), that are meant to drive the “top of the funnel”. Use of media – traditional and non-traditional – are optimized using key messages, delivered in the right markets, via engagement methods. The ultimate goals are to drive awareness, consideration and intent and also to reinforce the value and decision of doing business with you. MarCom is essentially the creative element – the design and application, the execution of the Marketing strategy (which is infused through PR as well). Judith Samuels - Fairmont Hotels & Resorts
Effective marketing never forgets that its purpose is to generate revenue with current and new customers. Effective marketing is marshalling all available resources to deliver constantly on the fundamental principle that it’s not what you want to sell, but what customers are looking to buy. Put another way, marketing is the ability to have what the customer wants, while sales is the ability to motivate the customer to want what you have. Too often the pursuit of revenue forgets that sales will fail without the marketing foundation. Effective marketing focuses on delivering solutions, not products and/or services. It engages and maintains a partnership with the customers – encouraging them to engage in purchasing the product/services portfolio and then making them feel good about having done so after the purchase.
Effective marketing earns trust through every contact and transaction, and addresses the full array of constituents both outside and inside the organization. Demotivated employees cripple effective marketing. Effective marketers constantly think from the customer’s viewpoint and constantly ask, «What’s in it for them?» and then listen with respect to what the customers say. That’s true for a commercial marketer as well as for the nonprofit sector, which is where one of us operates, and where the question would be: Why should someone support your mission with money or in-kind support or promote your message or buy your products and services?
The best definition of PR comes from the master, Harold Burson, who wrote it at age 90. He says, “Public relations is an applied social science that influences behavior and policy, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes.” MarCom done right is the well-coordinated integration of all communications resources to achieve the marketing objectives. Jim Siegel
– Health Care Chaplaincy and
Rob Swadosh – The Dilenschneider Group
Marketing is everything a brand, business or organization does to sell its goods, services and values. This ranges from establishing the brand identity/position; creating/tweaking new and existing products; setting price-points and promotions; briefing, motivating and inspiring the sales force, brand directors and customers; and creating promotional, consumer-facing strategies that build awareness, acceptance, affiliation and sales. MarCom is the myriad tools and tactics used to fulfill the brand marketing goal/vision and strategy. MarCom includes all the internal and external communications and activities undertaken to meet marketing objectives and build, maintain and protect brand share, perception and reputation in the marketplace. MarCom disciplines include and are not limited to advertising and public relations, social, digital, promo, experiential, direct and so on. Public Relations, with its P2P (person-to-person), two-way dialogue and human approach builds honest, open and transparent bridges of communication between a brand, business or organization and its constituent communities ‒ be they clients, customers, consumers, employees, the media, stakeholders, government and key influencers, and/ or all of the above. PR achieves this by community-building and tapping the power of positive third party, word-of-mouth, endorsement/ testimony/ tribute to create affiliation, loyalty and advocacy for your goods, services and/ or ideas. Deborah Weinstein – Strategic Objectives
While all of these professionals make distinctions between marketing, PR and MarCom and how they’re implemented, they all see them as related and using them together as the most effective way to engage and build audience.
(http://heidicohen.com/marketing-versus-pr-whats-the-difference/) |
