Additional pr Activities
In addition to serving as means for helping to achieve marketing objectives, public relations professionals may undertake additional activities, aimed at maintaining a positive image for an organization. These activities include:
Market Monitoring. Monitoring public comment about a company and its products is becoming increasingly important especially with the explosion of information channels on the Internet. Today monitoring includes watching what is written and reported in traditional print and broadcast media and also keeping an eye on discussions occurring through various Internet outlets such as forums, chatrooms, blogs and other public messaging areas. Marketers must be prepared to respond quickly to erroneous information and negative opinions about products as it can spin out of control very quickly through the new technology channels. Failure to correct misinformation can be devastating to a product or company’s reputation. It should be noted that specialized monitoring services can be contracted to help companies keep track of “buzz” about the company and its products.
Crisis Management. Marketers need to be prepared to respond quickly to negative information about the company. When a problem with a product arises — in fact or substantiated only by rumor — a marketer’s investment in a product and brand can be in serious jeopardy. Today, with the prevalence of the Internet and wireless communications, negative information can spread rapidly. Through monitoring marketers can track the issues and respond in a timely fashion. To manage response effectively, many companies have crises management plans in place that outline steps to take and company spokespeople to speak on behalf of the company should an event occur.
The Benefits of the pr Professional
While some marketers may prefer to handle their own PR tasks, many others will seek the assistance of outside PR professionals rather than attempt to handle these activities themselves. Skilled PR professionals offer many advantages for marketers with their two most important being:
1)their ability to understand and unearth good stories about a company and its product;
2)their knowledge of the media market may place them in a better position to match stories to the news angles media reporters look for.
Vocabulary
1. include [ɪnˈkluːd] включає
2. exposure [ɪksˈpəʊʒə ] вплив
3. require [ rɪˈkwaɪə] вимагати
4. payment [ˈpeɪmənt] оплата
5. persuade [pəˈsweɪd ] переконати
6. employees [ɛmplɔɪˈiːz ] співробітники
7. leadership [ˈliːdəʃɪp] лідерство
8. decision [dɪˈsɪʒən] рішення
9. winning [ˈwɪnɪŋ] виграш
10. gospels [gɒspəlz] євангеліє
11. disagreement [dɪsəˈgriːmənt] розбіжність
12. antecedents [ˌæntɪˈsiːdənts] передування
13. attract [ əˈtrækt] залучати
14. outreach [ˈaʊtriːʧ] сягати далі
15. explosive [ ɪksˈpləʊsɪv] вибуховий
16. degree [dɪˈgriː] ступінь
17. credible [krɛdəbl ] правдоподібний
18. rests [rɛsts] належить
19. credibility [ˌkrədɪˈbɪlɪti] достовірність
20. influence [ˈɪnflʊəns ] впливати
21. sources [ˈsɔːsɪz] походження
22. coverage [ˈkʌvərɪʤ] охоплення
23. judgment [ ˈʤʌʤmənt ] судження
24. impact [ˈɪmpækt] вплив
25. reader [ riːdə] читач
26. perceive [pəˈsiːv] сприймати
27. outlet [ˈaʊtlɛt] ринок збуту
28. mentioning [ ˈmɛnʃənɪŋ ] відзначати
29. cases [keɪsɪz] випадок
30. efforts [ ɛfəts ] зусилля
31. suggest [səˈʤɛst ] пропонувати
32. costly [kɒstli] дорогий
33. hires [ˈhaɪəz] наймання
34. handle [ˈhændl ] поводитися
35. holds [həʊldz] утримування
36. significantly [sɪgˈnɪfɪkəntli] значно
37. delivery [dɪˈlɪvəri ] доставка
38. carefully [ keəfli] ретельно
39. conveys [kənˈveɪz] передає
40. feature [ˈfiːʧə ] особливість
41. scramble [ˈskræmbl] видирання
42. reinforcing ˌ[riːɪnˈfɔːsɪŋ] зміцнення
43. disposal [dɪsˈpəʊzəl] роспорядження
44. align [ əˈlaɪn] рівнятися
45. achieve [əˈʧiːv] досягати
46. increasingly [ɪnˈkriːsɪŋli ] все більше і більше
47. print [prɪnt] друкувати
48. broadcast [ˈbrɔːdkɑːst] транслювати
49. occurring [ əˈkɜːrɪŋ ] що відбувається
50. erroneous [ɪˈrəʊnjəs] помилковий
51. failure [ˈfeɪljə ] провал
52. respond [rɪsˈpɒnd] реагувати
53. arises [əˈraɪzɪz ] виникає
54. rumor [ˈruːmə] чутка
55. jeopardy [ ˈʤɛpədi] небезпека
56. prevalence [ ˈprɛvələns] поширеність
57. wireless [waɪəlɪs ] радіо
58. issues [ˈɪʃuːz ] випуск
59. occur [ əˈkɜː] відбуватися
60. entice [ɪnˈtaɪs] переманювати
61. targeted [ˈtɑːgɪtɪd ] цільові
62. releases [ rɪˈliːsɪz ] релізи
63. events [ɪˈvɛnts ] події
64. areas [eərɪəz] район
65. target [ˈtɑːgɪt] мета
66. serious [ˈsɪərɪəs] серйозний
67. coverage [ˈkʌvərɪʤ ] охоплення
68. crafted [ˈkrɑːftɪd] створений
69. delivered [dɪˈlɪvəd ] доставлений
70. mentioned [ˈmɛnʃənd] згаданий
71. extent [ɪksˈtɛnt ] обсяг
Literature cited
1. http://www.knowthis.com/public-relations/what-is-public-relations
2. http://en.wikipedia.org/wiki/Public_relations
3. http://marketing.about.com/od/publicrelation1/u/publicrelations.htm