UNIT 12 PUBLIC RELATIONS Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO: 1. Define the term “public relations”. 2. Explain what a public relations department does. 3. Know the major public relations tools. 4. Understand the difference between public relations and advertising. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

I. Warm-up Qs: How does the picture at P140 strike you? How much do you know about Public Relations before coming to this unit ? In what way do you think Public Relations affects the business of an enterprise? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

II. What is Public Relations? Public Relations( PR) refers to any form of non-paid commercially significant news or editorial comment about ideas, products, or institutions. It is used to promote products, people, places, ideas, activities, organizations and even nations. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

III. The role of a PR department 1. PR practitioners concern most about the smooth communication with various publics —stockholders, employees, legislators, city officials and so on. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2. Crisis management is another important part of PR. e.g.: The melamine(三聚氰胺）case in China in 2008. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3. The PR in corporations are different from those in public affair organizations ** Corporations directs PR towards their potential customers and to reach legislators and other politicians to gain favorable environment and support. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

** Public affair organizations use PR to attract votes or raise money for their activities or sustain support for their services . Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

IV. What are the major PR tools? 1. News The news stories may occur naturally or the PR person can plan some events or activities that would create news. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2. Written or audiovisual materials Such materials include: annual reports, brochures, articles and company newsletters and magazines, films, slide-and-sound programs, video-and audio-cassettes and so on. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3. Special Events These special events cover any events that an organization can hold to impress the public, such as news conferences, press tours, grand openings, firework displays, educational programs and so forth. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

4. Attractive Websites ** The more distinctive and effective the design of Web sites, the more click rates, which in turn will give the organization more publicity. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

V. The difference between advertising and PR 1. Different objectives 2. Different reach range 3. Different duration Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

6. Different degree of credibility 4. Different focuses 5. Different costs 6. Different degree of credibility Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun