How do Public Relations Differ from Advertising?

PR is not a form of advertising and is a much bigger than advertising. This is because PR relates to all the communications of the organization and advertising is mainly limited to the marketing function.

Public relations is neither “free advertising” nor “unpaid – for advertising” There is nothing “free” about PR: it is time-consuming and time costs money. This money may be represented by either staff salaries or consultancy fees. If a story appears in the news column its value cannot be counted by advertisement rates for space and radio or televisions programme time is priceless.

Advertising may not be used by an organization, but every organization is involved in public relations. For example, a fire brigade does not advertise for fires or even advertise for its services, but it does have relations with many publics.

Public relations work with everyone and everywhere and advertising is limited to special selling and buying tasks such as promoting goods and services or recruiting staff. Public relations has to do with the total communications of an organization, it is more extensive than advertising. Sometimes PR may use advertising. That is why PR is neither a form of advertising nor a part of advertising.

There are several ways in which advertising agencies receive their income, but basically the commission system is universal, agencies receiving commission from the media on the space or air time which they buy. The PR consultancy can sell only its time and expertise, and fees are charged according to the work made. Moreover, in advertising most of the budget is spent on media and production costs whereas in PR most of the money is spent to pay staff specialists or consultant.

ВАРИАНТ 4

I. Перепишите следующие предложения; подчеркните в каждом из них глагол-сказуемое и определите его видовременную форму и залог. Переведите предложения на русский язык. В разделе (В) обратите внимание на особенности перевода пассивных конструкций.

А)

1. We thought that you were going to show your project to the manager.

1. We shall discuss the results when we finish our experiments.

2. She had left before the letter arrived.

3. They were arguing about the merger when he suddenly lost his temper. .

B)

1. The conference we are planning to hold next month will be attended by many foreign scientists.

What questions were you asked?

The letter is not ready yet. It is still being translated into English.

II. Перепишите следующие предложения. Подчеркните Participle I и Participle II и установите функции каждого из них, т.е. укажите, является ли оно определением, обстоятельством пли составной частью глагола - сказуемого; предложения переведите на русский язык.

1. Introducing new ideas the manager explains their goals.

2. Many customers are lost through poor after-sales service.

3. Everybody looked at the working engine.

4. The experiment made last week got good results.

III. Перепишите следующие предложения, подчеркните в каждом из них модальный глагол или его эквивалент; предложения переведите па русский язык.

1. Before we agree, we’ll have to study the contract in greater detail.

2. If we are allowed we shall make some researches in advance.

3. The experiments are to clarify this point of view.

4. He must ring you up.

5. I won't be able to help you.

6. You can get all necessary information in mass media.

IV. Переведите на русский язык.