Propaganda and pr

Propaganda is another form of communication which is often confused with PR. The two could not be more different, because to be successful PR must be credible and propaganda can result in suspicion and disagreement. The problem is sometimes to find the difference between the propaganda and the PR elements in in­formation distributed by government. Propaganda is used to keep the government in power but PR will be used so the government actions are well understood.

Propaganda concentrates on matters of the heart and mind. These are emotional, intellectual or spiritual topics such as poli­tics or religion.

Propaganda may be used for good or bad purposes. Propaganda, like advertising promotes its client or a product. Good PR, on the other hand, should be factual and free of self-praise. A news re­lease which will be otherwise rejected by editors

Publicity and pr

Publicity is a result of press attention and that is why it may be uncontrollable. This could be good or bad for the person. Some personalities receive both good and bad publicity. A pop star may receive good publicity from a concert or song, but bad publicity if accused of taking drugs. However, the word is used loosely and especially in USA is confused with PR.

Adapted from the text by F. Jenkins

Pr and Sales Promotion

Public relations is sometimes confused with sales promotion. Sales promotion is a more personal form of marketing communication than traditional media advertising. Sales promotion consists of 'below-the-

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Vocabulary

commercial world — мир коммерции (бизнеса) can be applied to — может быть применен marketing mix — комплекс маркетинга, маркетинг-микс naming — зд. разработка названия

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market research — маркетинговое исследование

pricing — ценовая политика

distribution — распределение

after-sales services — послепродажные услуги

have to do with — связаны с коммуникациями

to be confused with — путать с...

short-term schemes — краткосрочные программы

point-of-sale — точка продаж

direct marketing — директ-маркетинг

increase sales — повышать продажи

sewing machine demonstrations — демонстрации швейных машин

could not be more different— не могли бы быть более разными

credible — вызывающий доверие

suspicion — подозрение

disagreement — несогласие

is used to keep the government in power — используется для того, что­бы правительство оставалось у власти

are well understood — были хорошо поняты

to concentrate on— делать акцент на...

spiritual topics — духовные темы

purposes — цели

on the other hand — с другой стороны

factual — фактическая

free of self-praise — без самохвальства

publicity — слава, известность

to be accused of taking drugs — обвинены в употреблении наркоти­ков loosely— свободно

Questions to the text:

1. What is PR and advertising are associated with in the commer-cial world?

1. What does marketing mix consist of?

2. What is said about sales promotion?

3. Where is sales promotion used?

4. What alternative of sales promotion is being used?

2. What is the difference between the sales promotion and propa­ganda?

3. What is the problem of difference between the propaganda and PR in information distributed by government.

5. What, according to the author, should PR be like?

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9. What is publicity? What kinds of publicity are mentioned in the text?

Exercise A. True or False?

1. PR can be applied to every part of the marketing mix.

2. PR is sometimes confused with sales promotion.

3. Sales promotion consists of BTL techniques and short-term schemes.

4. Sales promotion is usually used in direct-marketing or to in­crease sales.

5. Propaganda and PR could not be more different.

6. Propaganda is used to keep PR in power.

7. Propaganda concentrates on matters of the heart and mind.

8. Propaganda maybe used for factual, free of advertisement, self-praise.

9. An example of bad publicity could be a pop star accused of tak­ing drugs.

10. PR is used loosely to and confused with the USA.

Exercise B. What is the difference between public relations and:

A) Advertising

2. Sales promotion

3. Propaganda

4. Publicity

Exercise C. Find examples of good or bad use of:

1. Propaganda;

2. Publicity;

3. Advertisement;

4. Marketing;

Exercise D. Finish the sentences:

1. In the commercial world PR and advertising will be associated

with...

2. The marketing mix consists of every element on the...

3. Sales promotion is a more personal form of...

4. Sales promotion consists of...

5. Sales promotion is often used as...

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6. The problem is sometimes to find difference between the pro­paganda and...

7. Propaganda concentrates on...

8. Propaganda, like advertising, promotes...

9. Publicity is a result of...

10. The world publicity is used loosely and especially in the USA is confused with...

Exercise E. Translate into English

1. В мире бизнеса PR и реклама ассоциируются с маркетин­гом.

2. Маркетинг-микс состоит из каждого элемента маркетинговой стратегии, включая исследования рынка, выбора названия, упаковки, ценообразования, продаж и распространения.

3. PR часто путают со стимулированием сбыта (продаж).

4. Стимулирование сбыта состоит из кратковременных про­грамм.

5. Примером стимулирования сбыта являются демонстрации швейных машин в магазинах.

6. Пропаганда и PR очень отличаются.

7. Пропаганда используется для удержания правительства у власти, тогда как PR используется для того, чтобы сделать действия правительства понятными.

8. Пропаганда может быть использована для хороших, плохих и странных целей.

9. Известность— это результат внимания СМИ, вот почему она может быть неконтролируема.

Lesson 4. PR AS A PROFESSION

Text A Necessary Qualities of PR Specialist Text В Public Relations Specialist in the USA

Text A Necessary qualities of PR Specialist

The demands on PR consultants or PR managers are very great. They are often regarded as oracles and expected to perform mira­cles. Yet, no matter how great their intelligence, training and expe­rience, they can never be experts in everything. PR man or wom­an has to be adaptable to be able to accept that in PR one nev­er stops learning. The ability and the willingness to find out are very important.

The following qualities are very important for PR specialist, no matter what his or her background may be: — Ability to get along with all kinds of people: this means un­derstanding, sometimes tolerating people, not flattering them.

• Ability to communicate: that is, explain by means of spoken or written Word or by visual means.

• Ability to organise, ability for patient planning.

• Personal integrity in both professional and private life.

• Creativity when designing a house journal, writing a script for a film or videotape.

• Ability to research and evaluate the results of a PR cam­paign, and learn from these results.

Responsibilities of the PR manager may be defined as:

• To set targets or define objectives for PR operations;

• To estimate the working hours and other resources;

• To choose publics, media, time for operations, and best use of manpower and other resources.

The tasks of the PR manager could be:

• To establish and maintain a good image of the organisa­tion and of its policies, products, and services.

• To monitor outside opinion and report it to the manage­ment.

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• To advise management on communication problems, solu tions and techniques.

• To inform publics about policies, activities, products, services and staff so that maximum knowledge and understanding is won.