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' and 'Öffentlichkeitsarbeit' both have to do with how a company or organization presents itself to the outside world. 'Werbung' is mainly meant to create attention for a product or service and promote sales. 'Öffentlichkeitsarbeit' is broader: it is meant to build trust, provide information, and maintain a good public image. Learners may confuse the words because both involve communication with the outside world. 'Werbung' is more natural when talking about ads, posters, or commercials. 'Öffentlichkeitsarbeit' fits better when it is about image, the press, information, and a long-term relationship with the public.
Nach der Kritik verbessert die Firma ihre Öffentlichkeitsarbeit und informiert die Kunden offener.
After the criticism, the company improves its public relations and informs customers more openly.
Im Bahnhof sieht man überall Werbung für das neue Handy.
At the train station, you see advertising for the new phone everywhere.