Differences between pr and Advertising

Many people (may be even your boss) don't know the difference between advertising and PR.

In advertising, you can use a lot of over the edge techniques. But PR requires a little more restraint.

Part of the problem is that advertisements can pretty much say what they want. The company is paying for the ad space.

As a PR professional, your job is to get free publicity. You're responsible for getting the company's name out there with no hype, just news.

The challenge is clear but once you take the field, you're ready to tackle an exciting career in PR. And you won't be bored either.

You'll be writing press releases, organizing news conferences and producing company newsletters. You'll even be a liaison between the media and your company.

PR doesn't stop there. There's a whole list of functions you'll be taking on, such as: public speaking, being interviewed on radio/TV, attending conferences, exhibitions and trade shows, arranging press launches, organizing opening days or visits to the plant and premises, coordinating studio and location photography and acting as the client's spokesperson.

As you can see, you have to be a jack-of-all trades. So make sure you are suited for PR.

You need to be a sponge. Make the most of your time and on-the-job training. Listen, observe and learn everything you can.

Be a grasshopper. You'll be handling several different projects at once so you have to be multi-task oriented. You have to give each project 100 percent of your attention without neglecting the other projects.

Show your colours. Be a chameleon. You better like people. You'll be dealing with them a lot. And you have to adapt to any situation and be open-minded at all times.

Learn how to dance. No, not literally. You must have energy and stamina. There will be many nights you're rundown and burning the midnight oil but you'll still have to keep that smile on your face.

Long live the king! You're the court jester. Nobody's calling you a fool, but you'll be the one generating ideas so be prepared to advise the king.

You don't need all of these traits but a little bit of each will be helpful. Once you organize your first press conference or speak to a TV reporter about your new product, you'll know you made the right decision when you entered PR.

ВАРИАНТ 3

I. Перепишите следующие предложения, определите в каждом из них видовременную форму и функцию глагола-сказуемого. Переведите предложения на русский язык.

1. Actually, I had already heard the news before the merger was announced.

2. We shall send you the goods as soon as they are available.

3. The training budget will be probably cut next year.

II. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на разные значения слов it, that, one.

1. This method will be widely used since it saves time.

2. It is proved that a successful development of market requires wide advertising.

3. One must study five years to become a PR specialist.

Ш. Перепишите следующие предложения и переведите их на русский язык, помня о модальном значении глаголов to be, to have.

1. The work was to be done perfectly.

2. Measures have to be taken to save Lake Baikal.

3. You don’t have to pay right now. We can give you credit.

4. They will have to discuss it again.

5. Our task is to finish this work in time.

IV. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на конструкции there is, there are.

1. There is a great number of theories about behavior and development of psychology.

2. In Europe there was a long tradition of affiliation between the postal service and journalism.

3. There were serious labor shortages all over Europe at the beginning of the 20^th century.

4. There is a long historical tradition behind this process.

5. Since the 19^th century there has been a widespread growth of interest among historians in the media of communications and their influence

V. Перепишите и переведите на русский язык следующие предложения; обратите внимание на го, что в них просьба или побуждение выражены с помощью глагола to let.

1. Let us book the tickets beforehand.

2. Let her express her own opinion.

3. Let us discuss our plans

VI. Перепишите следующие предложения, переведите их на русский язык, обращая внимание на функцию инфинитива, герундия и причастия в предложении.

1. This political party succeeded in winning the election.

2. The minister went on talking for two hours.

3. I have many telephone calls to make.

4. The idea of creating of the single market was a great contribution to the development of the European Community.

5. In deciding what advertisement to accept or to reject, the newspaper has its reputation to think of.

6. Переведите на русский язык.