Pratica di Shadowing: PUBLIC RELATIONS vs. Advertising vs.Marketing - Impara a parlare inglese con i video
Creazione lezione...
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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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Informazioni su questa Lezione
In questa lezione, esploreremo le differenze fondamentali tra relazioni pubbliche, pubblicità e marketing. Attraverso il video, noterai come ciascuna area comunichi in modi diversi e quali sono le loro funzioni nel mondo della comunicazione. Questa lezione è utile per chi desidera migliorare la propria pratica di conversazione in inglese e acquisire una comprensione più profonda di termini e concetti chiave legati a questi settori. Prepareremo il terreno per esercizi pratici di shadowing in inglese che utilizzeremo nel prossimo esercizio.
Vocabolario e Frasi Chiave
- Relazioni pubbliche - Pratica di costruzione e mantenimento della reputazione di un'azienda o di un individuo.
- Pubblicità - Comunicazione a pagamento per promuovere prodotti o servizi.
- Marketing - Processi strategici per identificare e soddisfare le necessità dei consumatori.
- Comunicazione unidirezionale - Messaggi inviati senza possibilità di interazione.
- Ritorno sugli investimenti (ROI) - Misura della redditività di una campagna pubblicitaria.
- Feedback - Risposte ricevute dal pubblico, essenziali per le relazioni pubbliche.
- Storia di qualità - Importanza di avere un racconto coinvolgente nelle relazioni pubbliche.
- Interazione - Comportamento bidirezionale tra un'azienda e il suo pubblico.
Consigli per la Pratica
Per migliorare la tua pronuncia e comprensione in inglese, ti consigliamo di utilizzare la tecnica di shadowing mentre ascolti il video. Ecco alcuni suggerimenti pratici:
- Ascolta il video a una velocità normale per comprendere il tono e il ritmo. Inizialmente, cerca di afferrare le idee generali.
- Fai delle pause frequenti dopo frasi importanti per replicarle. Cerca di imitare non solo le parole ma anche l'espressione e l'intonazione del parlante.
- Utilizza un shadowing site o una piattaforma di shadow speech per riascoltare parti specifiche e perfezionare la tua pronuncia.
- È utile registrare le tue ripetizioni e riascoltarle per individuare aree di miglioramento. Potrai notare differenze significative nel tuo parlare col passare del tempo.
- Infine, cerca di praticare regolarmente. Fare shadowspeaks di argomenti vari, come le relazioni pubbliche, ti aiuterà a costruire una maggiore confidenza e fluidità nella lingua.
Con questi suggerimenti, sarai sulla strada giusta per migliorare la tua pratica di conversazione in inglese.
La grammatica di questo video
Le strutture che chi parla usa di più, con le parole esatte del video:
| Struttura | Nel video |
|---|---|
| Forma passiva be + participio passato — conta ciò che accade, non chi lo fa | I've been called · are shared · being paid |
| Present perfect have/has + participio passato — un’azione passata che conta ancora adesso | I've walked · I've been called · has been paid |
Cos'è la tecnica dello Shadowing?
Shadowing è una tecnica di apprendimento delle lingue supportata da studi scientifici, originariamente sviluppata per la formazione dei traduttori professionisti e resa popolare dal poliglotta Dr. Alexander Arguelles. Il metodo è semplice ma potente: ascolti un audio in inglese di madrelingua e lo ripeti immediatamente ad alta voce — come un'ombra che segue il parlante con un ritardo di solo 1–2 secondi. A differenza dell'ascolto passivo o degli esercizi di grammatica, lo shadowing costringe il tuo cervello e i muscoli della bocca a elaborare e riprodurre simultaneamente i modelli di discorso reale. La ricerca dimostra che migliora significativamente la precisione della pronuncia, l'intonazione, il ritmo, il discorso connesso, la comprensione dell'ascolto e la fluidità del parlato — rendendolo uno dei metodi più efficaci per la preparazione alla prova di speaking dell'IELTS e per la comunicazione reale in inglese.