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keep in touch with the client to update
them on the ad's progress and gain feedback.
Upon completion of the creative work, it is their job to ensure the ad's production
and placement.
The creative services department may not be so well known, but its
employees are the people who have contacts with the suppliers of various creative
media. For example, they will be able to advise upon and negotiate with printers if
an agency is producing flyers for a client. However, when dealing with the major
media (broadcast media, outdoor, and the press), this work is usually outsourced to
a media agency which can advise on media planning and is normally large enough
to negotiate prices down further than a single agency or client can.
In small agencies, employees may do both creative and account service
work. Larger agencies attract people who specialize in one or the other, and indeed
include a number of people in specialized positions: production work, Internet
advertising, or research, for example.
An often forgotten, but still important, department within an advertising
agency is traffic. The traffic department regulates the flow of work in the agency.
It is typically headed by a traffic manager (or system administrator). Traffic
increases an agency's efficiency and profitability through the reduction of false job
starts, inappropriate job initiation, incomplete information sharing, over- and
under-cost estimation, and the need for media extensions. In small agencies without
a dedicated traffic manager, one employee may be responsible for managing
workflow, gathering cost estimates and answering the phone, for example. Large
agencies may have a traffic department of ten or more employees.
Advertising interns are typically university juniors and seniors who are
genuinely interested in and have an aptitude for advertising. Internships at
advertising agencies most commonly fall into one of six areas of expertise: account
services, creative, interactive, media, public relations and traffic.
An internship program in account services usually involves fundamental
work within account management as well as offering exposure to other facets of the
agency. The primary responsibility of this position is to assist account managers.
Functions of the account management intern may include:
• Research and analysis: Gathering information regarding industry, competition,
customer product or service; as well as presenting findings in verbal/written form
with recommendations
• Involvement in internal meetings and, when appropriate, client meetings
• Assisting account services in the management of creative projects
Interns often take part in the internal creative process, where they may be
charged with creating and managing a website as well as developing an advertising
campaign. Hands on projects such as these help interns learn how strategy and
well-developed marketing are essential to a sound advertising and communications
plan.
During their internship, the intern will experience the development of an
ad, brochure and broadcast or communications project from beginning to end.
During the internship, the intern should be exposed to as much as possible within
the agency and advertising process.
Theme 6.
Public Relations.
1. Read the text, translate. Find in the text:
− The difference between PR and publicity
− Peculiarities of demographics
− Basic techniques used in public relations
− Function of lobby groups
− Peculiarities of technique of spin
− Function of a Meet and Greet
Public relations.
Public relations (PR) is the practice of managing the flow of information
between an organization and its publics. PR aims to gain an organization or
individual positive exposure to their key stakeholders, while downplaying any
negative exposures. Common activities include speaking at conferences, winning
industry awards, working with the press and employee communications.
Edward Louis Bernays, who is considered the founding father of modern
public relations along with Ivy Lee, in the early 1900s defined public relations as a
“management function which tabulates public attitudes, defines the policies,
procedures and interests of an organization. . . followed by executing a program of
action to earn public understanding and acceptance”.
Today, "Public Relations is a set of management, supervisory, and
technical functions that foster an organization's ability to strategically listen to,
appreciate, and respond to those persons whose mutually beneficial relationships
with the organization are necessary if it is to achieve its missions and values."
(Robert L. Heath, Encyclopedia of Public Relations). Essentially it is a
management function that focuses on two-way communication and fostering of
mutually beneficial relationships between an organization and its publics.
Public relations and publicity are not synonymous but many PR campaign
include provisions for publicity. Publicity is the spreading of information to gain
public awareness for a product, person, service, cause or organization, and can be
seen as a result of effective PR planning.
A fundamental technique used in public relations is to identify the target
audience, and to tailor every message to appeal to that audience. It can be a general,
nationwide or worldwide audience, but it is more often a segment of a population.
Marketers often refer to economy-driven "demographics," such as "white males 18-
49," but in public relations an audience is more fluid, being whoever someone
wants to reach. For example, recent political audiences include "soccer moms" and
"NASCAR dads." There is also a psychographic grouping based on fitness level,
eating preferences, "adrenaline junkies," etc...
In addition to audiences, there are usually stakeholders, literally people
who have a "stake" in a given issue. All audiences are stakeholders (or presumptive
stakeholders), but not all stakeholders are audiences. For example, a charity
commissions a PR agency to create an advertising campaign to raise money to find
10 55
keep in touch with the client to update them on the ad's progress and gain feedback. Theme 6.
Upon completion of the creative work, it is their job to ensure the ad's production Public Relations.
and placement.
The creative services department may not be so well known, but its 1. Read the text, translate. Find in the text:
employees are the people who have contacts with the suppliers of various creative − The difference between PR and publicity
media. For example, they will be able to advise upon and negotiate with printers if − Peculiarities of demographics
an agency is producing flyers for a client. However, when dealing with the major − Basic techniques used in public relations
media (broadcast media, outdoor, and the press), this work is usually outsourced to − Function of lobby groups
a media agency which can advise on media planning and is normally large enough − Peculiarities of technique of spin
to negotiate prices down further than a single agency or client can. − Function of a Meet and Greet
In small agencies, employees may do both creative and account service
work. Larger agencies attract people who specialize in one or the other, and indeed Public relations.
include a number of people in specialized positions: production work, Internet Public relations (PR) is the practice of managing the flow of information
advertising, or research, for example. between an organization and its publics. PR aims to gain an organization or
An often forgotten, but still important, department within an advertising individual positive exposure to their key stakeholders, while downplaying any
agency is traffic. The traffic department regulates the flow of work in the agency. negative exposures. Common activities include speaking at conferences, winning
It is typically headed by a traffic manager (or system administrator). Traffic industry awards, working with the press and employee communications.
increases an agency's efficiency and profitability through the reduction of false job Edward Louis Bernays, who is considered the founding father of modern
starts, inappropriate job initiation, incomplete information sharing, over- and public relations along with Ivy Lee, in the early 1900s defined public relations as a
under-cost estimation, and the need for media extensions. In small agencies without “management function which tabulates public attitudes, defines the policies,
a dedicated traffic manager, one employee may be responsible for managing procedures and interests of an organization. . . followed by executing a program of
workflow, gathering cost estimates and answering the phone, for example. Large action to earn public understanding and acceptance”.
agencies may have a traffic department of ten or more employees. Today, "Public Relations is a set of management, supervisory, and
Advertising interns are typically university juniors and seniors who are technical functions that foster an organization's ability to strategically listen to,
genuinely interested in and have an aptitude for advertising. Internships at appreciate, and respond to those persons whose mutually beneficial relationships
advertising agencies most commonly fall into one of six areas of expertise: account with the organization are necessary if it is to achieve its missions and values."
services, creative, interactive, media, public relations and traffic. (Robert L. Heath, Encyclopedia of Public Relations). Essentially it is a
An internship program in account services usually involves fundamental management function that focuses on two-way communication and fostering of
work within account management as well as offering exposure to other facets of the mutually beneficial relationships between an organization and its publics.
agency. The primary responsibility of this position is to assist account managers. Public relations and publicity are not synonymous but many PR campaign
Functions of the account management intern may include: include provisions for publicity. Publicity is the spreading of information to gain
• Research and analysis: Gathering information regarding industry, competition, public awareness for a product, person, service, cause or organization, and can be
customer product or service; as well as presenting findings in verbal/written form seen as a result of effective PR planning.
with recommendations A fundamental technique used in public relations is to identify the target
• Involvement in internal meetings and, when appropriate, client meetings audience, and to tailor every message to appeal to that audience. It can be a general,
• Assisting account services in the management of creative projects nationwide or worldwide audience, but it is more often a segment of a population.
Interns often take part in the internal creative process, where they may be Marketers often refer to economy-driven "demographics," such as "white males 18-
charged with creating and managing a website as well as developing an advertising 49," but in public relations an audience is more fluid, being whoever someone
campaign. Hands on projects such as these help interns learn how strategy and wants to reach. For example, recent political audiences include "soccer moms" and
well-developed marketing are essential to a sound advertising and communications "NASCAR dads." There is also a psychographic grouping based on fitness level,
plan. eating preferences, "adrenaline junkies," etc...
During their internship, the intern will experience the development of an In addition to audiences, there are usually stakeholders, literally people
ad, brochure and broadcast or communications project from beginning to end. who have a "stake" in a given issue. All audiences are stakeholders (or presumptive
During the internship, the intern should be exposed to as much as possible within stakeholders), but not all stakeholders are audiences. For example, a charity
the agency and advertising process. commissions a PR agency to create an advertising campaign to raise money to find
10 55
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