تدريب Shadowing: PUBLIC RELATIONS vs. Advertising vs.Marketing - تعلم التحدث بالإنجليزية عبر الفيديو
جارٍ إنشاء الدرس...
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Hello ladies and gentlemen and welcome to my YouTube channel, Public Relations 101.
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In this video, what we're going to discuss is the difference between advertising, marketing, and public relations.
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I've walked into many client meetings and depending on who the client is, I've been called all three.
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I've been called a member of their marketing team, a member of their advertising team, a member of their public relations team.
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But what exactly am I?
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The truth is, I am a public relations practitioner.
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And while the three fields, advertising, marketing and public relations are all complementary, they all support one another in some way shape or form,
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and they're all part of the family of communications, There are differences, and these differences are very important to understand.
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Because if you're going to build a house, You don't just use one tool.
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You use many tools and it's very important to know which tool does what.
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Let's start off with some of the main differences between public relations, marketing, and advertising.
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The first one, And one of the most important ones is that marketing and advertising In more cases than not,
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are one way you are communicating your message to the public through mediums that are shared, maybe even public relations down the road.
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But this is one -way messaging.
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Public relations is not one -way messaging.
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It allows for dialogue, it allows for engagement, it allows for for thought leadership and feedback, And that is one of the main differences.
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that it is Two -way communication.
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The second main difference is that the proof is in the pudding.
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With advertising and marketing, the return is often sales.
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It's not always sales, it's sometimes reputation building.
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But more often than not, you advertise or you market a product to really sell it.
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So by the end of your campaign, you can actually see a return on investment, your return on investment on advertising.
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Public relations is a little bit different because the agenda is not necessarily to sell something, although it could be that, But the agenda is also to build a reputation.
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It's more about building a report with your audiences, with the public, whoever your audiences might be.
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The third main difference is payments.
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So with public relations, you often are paying the public relations practitioners for their service of corporate reputation building.
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However, you're not really paying for the deliverables in and of themselves.
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So for example, if a PR practitioner hooks you up with a TV interview
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or hooks you up with a press release that goes out to the newspapers, that goes out to digital portals, That...
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Actual press release is not what is being paid for.
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The service of writing it and sending it has been paid for, but not actually putting it out in the media.
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So there's a good chance that the media does not pick it up.
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However, with advertising and marketing, you're paying for that ad space.
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You're paying to be there in those portals, on those newspapers, on those digital websites, on social media advertising, you're paying for that.
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So you are a short that you will be carried.
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With public relations, it's not so much so.
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So in public relations, what really matters, if you're not paying for it, is the quality of your story.
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So an advertising practitioner and a public relations practitioner can both use televisions.
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But the way in which we use televisions are sometimes very, very, very different.
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Let me give you an example.
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So for example, advertising practitioners will create a TV corporate ad video.
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It'll be specialized for television, so it'll run the right amount of length.
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It'll include actors.
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They'll create a nice little TV ad, TVC as it's called, a TV commercial.
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And, Then they'll buy add space, In return for the money that they pay, they are guaranteed that broadcast time.
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The way it works for public relations is a little bit different.
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what we would do if we had a client who wanted to be on television, or if we recommended that they be on television to
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to promote their views or to promote their thought leadership concepts then what we would do is we would phone in.
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So we would phone in for example Fox News
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or we would phone in CNN or we would phone in RT or Al Jazeera.
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And what we would say is, look, our client has this terrific idea about, for example, public relations.
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The way he views or she views public relations is going to change the world the way we know it.
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Would you be interested?
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and coming down or having our client come over to you an interview.
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If they say yes, then the conversation moves on to the next step.
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there's no money involved, there's no buying ad space.
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The only buying that happens is them buying our idea.
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And for them to buy our idea,
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it better be solved.
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السياق والخلفية
في الفيديو المعروض، يتم التطرق إلى الفروقات بين العلاقات العامة، الإعلان، والتسويق. المتحدث، وهو مختص في العلاقات العامة، يناقش كيف يتم استخدام هذه المجالات بشكل مكمل، وكلٌ منها يلعب دوراً مهماً في استراتيجية الاتصال الكاملة. يبدأ بشرح كيفية تداخل هذه المجالات في بعض الأحيان، ولكن الأهم هو فهم الفوارق الأساسية بينها. هذا الفهم يعد ضرورياً بالنسبة لمن يرغبون في تحسين مهاراتهم في التواصل، سواء كان ذلك في الإعداد المهني أو في الحياة اليومية.
أهم 5 عبارات للتواصل اليومي
- تواصل ثنائي الاتجاه: العلاقات العامة تقدم حواراً وتفاعلًا مع الجمهور.
- بناء السمعة: العلاقات العامة ليست فقط للبيع، بل تهدف لبناء سمعة قوية.
- دفع مقابل الخدمة: تختلف آلية الدفع بين العلاقات العامة والتسويق.
- الجودة تهم: جودة القصة هي ما يهم في العلاقات العامة وليس فقط الإعلام.
- التخطيط للإعلانات: الإعلانات تتطلب شراء مساحات، بينما في العلاقات العامة الأمر مختلف.
دليل خطوة بخطوة لممارسة الظل
لتعزيز مهاراتك في ممارسة المحادثة الإنجليزية باستخدام الفيديو، يمكنك اتباع الخطوات التالية:
- الاستماع أولاً: راجع الفيديو عدة مرات، وركز على نقاط الضعف والفهم.
- استخدم تقنية الظل: قم بتكرار جمل المتحدث فور سماعها. هذه التقنية، المعروفة أيضًا باسم shadowspeak، تساعدك على تحسين النطق والتفاعل.
- تدوين الملاحظات: دوّن العبارات المهمة والنقاط التي تحاكي أسلوب التواصل في الفيديو.
- الممارسة مع الشريك: إذا كان لديك شريك في التدريب، قم بممارسة الحوار معاً باستخدام العبارات التي تعلمتها.
- تقييم الأداء: بعد الانتهاء من الممارسة، قارن أدائك مع المتحدث في الفيديو، وحاول تحديد المجالات التي تحتاج إلى تحسين.
من خلال اتباع هذا الدليل، ستتمكن من تحسين مهاراتك في المحادثة الإنجليزية واستخدام أدوات shadowspeaks بشكل أكثر فعالية في حياتك اليومية. تذكر أن الاستمرارية هي المفتاح، فلا تتردد في العودة إلى الفيديو والتدريب بانتظام.
القواعد في هذا الفيديو
أكثر التراكيب التي يستخدمها المتحدث، مع العبارات نفسها من الفيديو:
| التركيب | في الفيديو |
|---|---|
| المبني للمجهول be + اسم المفعول — التركيز على ما يحدث لا على من يفعله | I've been called · are shared · being paid |
| المضارع التام have/has + اسم المفعول — حدث ماضٍ ما زال له أثر الآن | I've walked · I've been called · has been paid |
ما هي تقنية التظليل الصوتي؟
التظليل الصوتي (Shadowing) تقنية تعلم لغة مدعومة علمياً، طُورت أصلاً لتدريب المترجمين الفوريين المحترفين. الطريقة بسيطة لكنها قوية: تستمع لصوت إنجليزي أصلي وتكرره فوراً بصوت عالٍ — كظل يتبع المتحدث بتأخير 1-2 ثانية. تُظهر الأبحاث تحسناً كبيراً في دقة النطق والتنغيم والإيقاع وربط الأصوات والاستماع والطلاقة.