跟讀練習: PUBLIC RELATIONS vs. Advertising vs.Marketing - 通過影片學習英語口語

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Hello ladies and gentlemen and welcome to my YouTube channel, Public Relations 101.

In this video, what we're going to discuss is the difference between advertising, marketing, and public relations.

I've walked into many client meetings and depending on who the client is, I've been called all three.

I've been called a member of their marketing team, a member of their advertising team, a member of their public relations team.

But what exactly am I?

The truth is, I am a public relations practitioner.

And while the three fields, advertising, marketing and public relations are all complementary, they all support one another in some way shape or form,

and they're all part of the family of communications, There are differences, and these differences are very important to understand.

Because if you're going to build a house, You don't just use one tool.

You use many tools and it's very important to know which tool does what.

Let's start off with some of the main differences between public relations, marketing, and advertising.

The first one, And one of the most important ones is that marketing and advertising In more cases than not,

are one way you are communicating your message to the public through mediums that are shared, maybe even public relations down the road.

But this is one -way messaging.

Public relations is not one -way messaging.

It allows for dialogue, it allows for engagement, it allows for for thought leadership and feedback, And that is one of the main differences.

that it is Two -way communication.

The second main difference is that the proof is in the pudding.

With advertising and marketing, the return is often sales.

It's not always sales, it's sometimes reputation building.

But more often than not, you advertise or you market a product to really sell it.

So by the end of your campaign, you can actually see a return on investment, your return on investment on advertising.

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.

It's more about building a report with your audiences, with the public, whoever your audiences might be.

The third main difference is payments.

So with public relations, you often are paying the public relations practitioners for their service of corporate reputation building.

However, you're not really paying for the deliverables in and of themselves.

So for example, if a PR practitioner hooks you up with a TV interview

or hooks you up with a press release that goes out to the newspapers, that goes out to digital portals, That...

Actual press release is not what is being paid for.

The service of writing it and sending it has been paid for, but not actually putting it out in the media.

So there's a good chance that the media does not pick it up.

However, with advertising and marketing, you're paying for that ad space.

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.

So you are a short that you will be carried.

With public relations, it's not so much so.

So in public relations, what really matters, if you're not paying for it, is the quality of your story.

So an advertising practitioner and a public relations practitioner can both use televisions.

But the way in which we use televisions are sometimes very, very, very different.

Let me give you an example.

So for example, advertising practitioners will create a TV corporate ad video.

It'll be specialized for television, so it'll run the right amount of length.

It'll include actors.

They'll create a nice little TV ad, TVC as it's called, a TV commercial.

And, Then they'll buy add space, In return for the money that they pay, they are guaranteed that broadcast time.

The way it works for public relations is a little bit different.

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

to promote their views or to promote their thought leadership concepts then what we would do is we would phone in.

So we would phone in for example Fox News

or we would phone in CNN or we would phone in RT or Al Jazeera.

And what we would say is, look, our client has this terrific idea about, for example, public relations.

The way he views or she views public relations is going to change the world the way we know it.

Would you be interested?

and coming down or having our client come over to you an interview.

If they say yes, then the conversation moves on to the next step.

there's no money involved, there's no buying ad space.

The only buying that happens is them buying our idea.

And for them to buy our idea,

it better be solved.

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關於本課

在這一節中，學習者將實踐公共關係、廣告和市場行銷之間的區別。我們將探討這三者如何相互補充，並且加深對雙向溝通的重要性理解。通過理解它們的不同，學習者能夠更清晰地掌握有效的溝通技巧。這對那些希望提高英語口語能力的學習者，尤其是在雅思口語練習中，將大有裨益。

關鍵詞彙與短語

公共關係 (Public Relations) - 通過建立與受眾的對話和參與來塑造公司形象。
市場行銷 (Marketing) - 通過推廣產品以達到銷售目的的活動。
廣告 (Advertising) - 通過付費媒介傳播的資訊，以達到可預見的商業回報。
雙向溝通 (Two-way communication) - 允許反饋和互動的溝通方式。
信譽建立 (Reputation building) - 建立和維護公司形象的過程。
媒體釋出 (Press release) - 向媒體釋出新聞，以吸引公眾關注。
廣告空間 (Ad space) - 在媒體上購買以展示廣告的區域。
敘事質量 (Quality of the story) - 一段新聞或資訊的吸引力和有效性。

練習提示

在觀看影片時，嘗試在理解影片內容的同時進行shadowing練習。此方法不僅可以提高你對發音和語調的理解，還能幫助你增強英語口語練習的流利度。此影片的語速適中，適合shadow speech練習。你可以反覆聽某些段落，通過模仿其語氣和節奏來提高你的表達能力。記得在每次回放中，專注於影片中的關鍵概念，這將對你的雅思口語練習尤其有用。

此外，可以在做筆記的同時記錄下有趣的用法和表達，以便在日後加強記憶和運用。在shadowspeaks上，會有更多相關的練習，對提升你的英語交流能力非常有幫助。

影片中的語法

說話人最常用的結構，並附上影片中的原話：

結構	影片中的用法
被動語態 be + 過去分詞 — 強調發生了什麼，而不是誰做的	I've been called · are shared · being paid
現在完成時 have/has + 過去分詞 — 過去發生但與現在仍有關聯的事	I've walked · I've been called · has been paid

什麼是跟讀法？

跟讀法 (Shadowing) 是一種有科學依據的語言學習技巧，最初開發用於專業口譯員的培訓，並由多語言者Alexander Arguelles博士普及。這個方法簡單而強大：您在聽英語母語原聲的同時立即大聲重複——就像是一個延遲1-2秒緊跟說話者的影子。與被動聽力或語法練習不同，跟讀法強迫您的大腦和口腔肌肉同時處理並模模擬實的講話模式。研究表明它能顯著提高發音準確性，語調，節奏，連讀，聽力理解和口語流利度——使其成為雅思口語備考和真實英語交流最有效的方法之一。

影子跟讀法: 閱讀完整分步指南 →

跟讀練習: PUBLIC RELATIONS vs. Advertising vs.Marketing - 通過影片學習英語口語

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關於本課

關鍵詞彙與短語

練習提示

影片中的語法

什麼是跟讀法？