Практика Shadowing: PUBLIC RELATIONS vs. Advertising vs.Marketing - Изучайте разговорный английский по видео
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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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Контекст и фон
В этом видео автор делится своим опытом работы в области связей с общественностью, маркетинга и рекламы. Он объясняет различия между этими тремя понятиями и показывает, как они взаимосвязаны, но в то же время обладают уникальными характеристиками. Понимание этих различий особенно важно для профессионалов и студентов, которые стремятся улучшить свои навыки общения и расширить свои знания в данной сфере.
Топ-5 фраз для повседневного общения
- «Важно знать разницу» — помогает в объяснении концепций.
- «Общественные отношения» — ключевая тема для профессионалов.
- «Одностороннее общение» — фраза, описывающая некоторые аспекты рекламы и маркетинга.
- «Строительство репутации» — подчеркивает цель связей с общественностью.
- «Качество вашей истории» — важная концепция для создания успешных PR-кампаний.
Пошаговое руководство по теневому повторению
Чтобы эффективно учить английский с YouTube, воспользуйтесь методом shadow speech, который поможет вам улучшить произношение английского. Вот пошаговое руководство:
- Смотрите видео: Внимательно прослушайте видеотренинг, обращая внимание на интонацию и произношение спикера.
- Выделите ключевые фразы: Запишите топ-5 фраз, которые вы хотите запомнить и использовать в будущем. Это поможет вам интегрировать новые выражения в вашу речь.
- Повторяйте за спикером: Используйте метод shadowspeaks. Просто повторяйте вслух то, что говорит спикер, стараясь имитировать его произношение и ритм.
- Запись вашего голоса: Запишите свое произношение и сравните его с оригиналом. Это отличный способ понять, где вы можете улучшить.
- Практика с другими: Найдите партнера для изучения языка и практикуйтесь вместе. Обсуждение видео и ключевых фраз расширит ваш словарный запас.
Этот метод будет полезен как для начинающих, так и для продвинутых учеников английского. Понимание различий в публичных коммуникациях поможет вам не только в изучении языка, но и в профессиональной сфере.
Грамматика в этом видео
Конструкции, которые говорящий использует чаще всего, с точными словами из видео:
| Конструкция | В видео |
|---|---|
| Пассивный залог be + причастие прошедшего времени — важно, что происходит, а не кто это делает | I've been called · are shared · being paid |
| Present Perfect have/has + причастие прошедшего времени — прошлое действие, важное сейчас | I've walked · I've been called · has been paid |
Что такое техника Shadowing?
Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.