public relations
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public relations
The entirety of the measures taken by an organization, company, or person to shape relationships with the public and to build and maintain a positive image. The English abbreviation PR (Public Relations) is often used.
Eine gute Öffentlichkeitsarbeit ist entscheidend für das Vertrauen der Kunden in eine Marke.
Good public relations are crucial for customers' trust in a brand.
This long word is easy to understand if you break it down: it consists of 'Öffentlichkeit' (public/the public sphere) and 'Arbeit' (work). Literally, it is 'work for the public', aimed at shaping one's image in society.
Die Firma investiert viel Geld in ihre Öffentlichkeitsarbeit.
The company invests a lot of money in its public relations.
Common verbs used with this noun are 'Öffentlichkeitsarbeit machen' (to do public relations) or the somewhat more formal variant 'Öffentlichkeitsarbeit betreiben' (to engage in public relations).
Unsere Marketingabteilung macht auch die Öffentlichkeitsarbeit.
Our marketing department also handles public relations.
In professional and media contexts, the English abbreviation 'PR' (for Public Relations) is very often used instead of the full German word.
Sie arbeitet in einer großen PR-Agentur in Berlin.
She works at a large PR agency in Berlin.
advertising / ad
Werbung is primarily intended to draw attention to specific offers and promote sales. Öffentlichkeitsarbeit, by contrast, shapes relationships with the public and builds the organization's image over the long term. A product campaign is therefore Werbung; openly providing information about the company is more likely Öffentlichkeitsarbeit.
Mit guter Öffentlichkeitsarbeit will das Unternehmen sein Ansehen langfristig verbessern.
The company hopes that good public relations will improve its reputation over the long term.
Mit der Werbung für das neue Modell will das Unternehmen den Verkauf steigern.
The company hopes the advertising for the new model will increase sales.
