Учебное пособие. / Сост

Sometimes, of course, it’s easier to explain what PR doesn’t do. The following fields look at areas often confused with PR. PR draws on expertise and experience from many fields; it overlaps with other disciplines.

As marketing and public relations expanded their spheres of activities and as they became more aggressive in communicating with more and more and ever-larger publics, they often ended up talking to the same publics, and they sometimes used the same techniques to do it.

This is the field most commonly confused with PR – not unreasonably since marketing refers to PR in its texts and practice as part of the marketing mix. To marketing practitioners and academics, public relations is one of the four Ps – product, place, price and promotion – which make up a successful marketing campaign. The use of public relations to promote goods and services is sometimes called marketing public relations (MPR). There is some dispute about how useful this term is, but it could reduce the confusion caused by using the same term – public relations – to describe promoting products and planning strategic communications.

So what’s the difference? The Institute of Marketing defines marketing as: ‘The management process responsible for identifying, anticipating and satisfying consumer requirements profitably’.

The two central words here are ‘consumer’ and ‘profit’. Marketing campaigns are often preceded and followed by research to measure the degree to which an attitude or behaviour has changed after the marketing activity. Have more people heard of the product now? Have they bought (or used) it, or are they more likely to?

However, public relations campaigns are often harder to quantify. Many organizations do not have goods or services to sell. But they do all have messages to communicate and – importantly – to receive. They need to maintain relationships with all those who may work for them, give time or money, raise complaints, or vote for or against them. These relationships are too complex to be covered by marketing. Which is why commercial companies, who do have things to sell, also have public relations departments.

To highlight the differences between their professions, marketers and public relations practitioners would have probably come up with something like the following table.

Marketing	Public relations
Marketing promotes the transfer of goods and services from the producer and provider to the consumer.	Public relations helps an organization and its publics adapt mutually to each other.
Marketing's immediate goal is sales.	Public relations' immediate goal is mutual understanding or positioning of the organization with its publics.
Marketing's implicit goal is profit.	Public relations' implicit goal is positive perceptions and predispositions.
Marketing's measure of success is the number of sales and/or the revenue it generates.	Public relations' measure of success is expressed public opinion or other evidence of public support.

Then came a realization that public relations can benefit from advertising.

Advertising which had previously been used almost exclusively by marketers trying to sell specific products began to show promise for broader, less sales-oriented messages. Some of the first were so-called image ads that tried to polish or "sell" the reputation of ad's sponsor.

The distinction between advertising and PR is more easily made: advertising involves paying a medium (TV, radio, newspaper or magazine, for example) for airtime or column inches in which to put across a promotional message. The content of an ad is always controlled by the advertiser, unlike the content of editorial pages or programmes, which are controlled by journalists. Public relations practitioners try to persuade journalists to cover their products and services on the grounds of newsworthiness.

Mass communication media have come to play a dominant role in the life of everyone, including the public relations practitioner. Most large organizations employ agencies to monitor the media and to communicate with journalists, proprietors and other significant people in institutions who could be instrumental in the maintenance of an organization’s corporate aims and objectives.

The underlying differences between public relations and journalism are far more basic and far more critical.

Journalism serves the general public, and journalists are expected to act in the public's best interests even if such actions have detrimental effects on their employers.

Public relations, in contrast, serves the specific organization or client who is paying the practitioner to build and manage relationships that help that organization/client achieve its goals.

Principled public relations practitioners and organizations such as PRSA* and IABC** which they have established are quick to append the caveat that even though public relations is meant to serve the needs of its clients/patrons, practitioners are simultaneously expected to refrain from any action that would have a detrimental effect on the general public.

* PRSA - the Public Relations Society of America

**IABC - the International Association of Business Communicators

2. 
   Give Russian equivalents for the following words and word combinations from the text:
   

Related sciences, fields, overlaps, expanded, ever-larger publics, promotion, reduce the confusion, anticipating, precede, to maintain relationships, raise complaints, to vote for or against, to be covered, highlight the differences, implicit goal, newsworthiness, proprietors, detrimental, to append the caveat, to refrain.

3. 
   Give English definition to the following words and make up sentences of your own:
   

Profit, consumer, complaint, PR practitioner, revenue, campaign, newsworthiness, promotion, image.

4. 
   Look up the following words in a dictionary and write a brief explanation of the difference between the words:
   

Advertising, advertisement, advert, commercial, advertorial

5. 
   Comment on the following statements:
   

Objectivity in public relations and journalism: essential for the credibility of both professions, and for different reasons

If we take journalism -as David Demers writes in his very recent and most interesting History and Future of Mass Media (Hampton Press)-

‘journalists should keep their personal opinions and the opinions of their newspapers out of their news stories; All sides to a story should be covered and reported; All sides to a story should be given an equal amount of coverage’.
But, if we consider public relations, we could say that:

‘a public relator should elaborate the opinions of her/his client/employer; Present them to attract the attention of carefully and increasingly personalized stakeholders; To the point that these may perceive that, yes, all sides to the story have been covered and given an equal amount of relevance); With the result that those opinions convince and succeed in engaging stakeholders in an effective relationship’.

6. 
   Match each word on the left with the relative explanation on the right:
   

Advertising Marketing Public Relations Journalism PR practitioner Journalist

a person who writes news stories or articles for a newspaper or magazine or broadcasts them on radio or television the activity of keeping good relationships between an organization and the people outside it the business of trying to persuade people to buy products or services the work of collecting, writing and publishing news stories and articles in newspapers and magazines or broadcasting them on the radio and television a job that involves encouraging people to buy a product or service solves problems in a realistic way which suits the present conditions rather than obeying fixed theories, ideas or rules

7. 
   Agree with or contradict the following statements. Supply some additional information, expressing your own opinion:
   

PR distinct from journalism

PR distinct from advertising

• 
  Both rely on media
  
• 
  Advertising is controlled by communicator
  
• 
  Organization controls content, placement
  
• 
  Pay for advertising
  
• 
  Advertising narrow in scope and purpose
  
• 
  Short-term sales objective for advertising
  
• 
  Need to evaluate impact in terms of sales
  
• 
  Advertising is one-way communication
  

PR distinct from marketing

• 
  Marketing is consumer/customer-limited
  
• 
  Marketing aimed at selling products and services
  
• 
  Both persuasive, but PR fosters dialogue
  
• 
  PR can support marketing
  

8. 
   Read through the text and answer the questions:
   

1. 
   What is commonly confused with PR sphere?
   
2. 
   Determine the meaning and purpose of MPR
   
3. 
   Give the implicit goals of Marketing and PR
   
4. 
   What is the view of journalist on PR?
   
5. 
   How do public relations and marketing overlap in the area of consumer public relations?
   
6. 
   Is it relevant to define public relations and marketing as separate disciplines in this area?
   
7. 
   Differentiate between main principles of advertising, PR and mass communication.
   
8. 
   Do you think it will be harder to tell the difference between PR, marketing and advertising in the future?
   
9. 
   What do 4Ps contain?
   
10. 
    What are others spheres of human life which can overlap PR? Reason your ideas.
    

9. 
   Read the information below and write a précis of first three texts.
   

The phrases below can help you when writing a précis:
to begin with; to mention; to put it briefly; to tell the truth; to illustrate; to take an example; to put it in another way; it is clear that; it is surely known that; it may be assumed; as a matter of fact; as regards; by means of ; as compared with; indeed; although; on account of; the object of this paragraph is; to provide; according to; on contrary; undoubtedly; the information given in the first (second, third) part deals with; the author analyses; a brief review is given; there is an apparent tendency for the author; to generalize; to sum up; as a result; in conclusion; the text concludes with.

1. 
   Begin by reading through the text in order to discover the main line of thought and paragraph plan.
   
2. 
   Read through the text again, and, as you read, note the topic dealt with in each paragraph. Are the topic the same or do they differ?
   
3. 
   Underline key sentences, words and important facts as you red the text. Look for any repetitions, which are to be avoided in your underlining.
   
4. 
   Study each paragraph paying attention to the structure of the paragraph; do they begin with generalization or specification?
   
5. 
   Now make a list of all the points you are going top use. Write them down, using your own words as much as possible. These notes must contain all the essential facts. Use one tense form: past or present. Connect the parts of your précis together with transitional words and cut out unnecessary words to clarify the relationship for a reader who hasn’t seen the original.