【商業及管理科-活動企劃】網路讀書會:公關與廣告的本質認識

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各位學員們大家好:

公關與廣告有什麼不同處呢?概略可分下列兩點討論:

一、廣告主可以控制媒體,但公關人員無法控制媒體。

廣告主是付了錢之後,媒體就必須要依約刊播廣告(例如廣告主給一定的費用買下八點檔的廣告時段,媒體就必須依約刊播廣告。);但公關與媒體之間的關係就不一樣了,公關人員可能要放下身段,跟記者或媒體建立一個非常好的關係,以期他們所企劃的活動新聞有曝光的機會。

二、廣告主是以販賣商品為主,但公關人員是以增進了解建立良好關係為主要

目標。

廣告運作的邏輯不難理解。廣告商付給媒體廣告刊播費用,媒體把廣告內容送到消費者手上,消費者看了之後購買產品,利潤就進入生產者的口袋,生產者再找廣告公司來幫他製作廣告,然後再把廣告時段買下,再透過廣告將產品行銷出去,這過程就形成一個環狀(loop)循環;公共關係就不一樣,公關要進行所謂的溝通策略,他本身沒辦法控制媒體要不要刊播其規劃的活動新聞,但很重要的一點是,一個好的公關人員能夠幫老闆或代理公司,進行議題管理,包裝行銷的概念,最後讓他的目標群眾跟這個公司能夠建立一個良好的關係。

瞭解了公關與廣告的本質後,是否讓您對活動企劃躍躍欲試了呢?歡迎您於報名期間選讀本課程喔!

中華函授學校專案小組 與您分享!

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