press relations / PR
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press relations
The totality of activities with which an organization, company, or person manages relationships with the media (press, broadcasting, online media) in order to inform the public and maintain a positive image.
Eine gute Pressearbeit ist entscheidend für den Erfolg der neuen Produktkampagne.
Good press relations are crucial to the success of the new product campaign.
The word is a compound of 'die Presse' (the press/media) and 'die Arbeit' (work). So it literally describes the work that takes place in dealing with the media.
Die Pressearbeit für das neue Festival beginnt nächsten Monat.
Press relations for the new festival begin next month.
'Pressearbeit' (press relations) is generally used as an uncountable noun and therefore has no plural. It describes the entire field of activity, not a single countable task.
Für dieses Event ist viel Pressearbeit nötig.
A lot of press relations work is needed for this event.
'Pressearbeit' (press relations) is often used with verbs such as 'machen' (to do), 'leisten' (to carry out/provide), or 'betreiben' (to conduct). Common adjectives are 'gut' (good), 'professionell' (professional), or 'strategisch' (strategic).
Ein kleines Start-up kann sich oft keine professionelle Pressearbeit leisten.
A small start-up often cannot afford professional press relations.
advertising / ad
'die Werbung' and 'die Pressearbeit' can both serve to present a company, an organization, or a person in a positive way. 'Werbung' is usually aimed directly at customers and often intended to promote sales. It appears, for example, as an ad, poster, or commercial. 'Pressearbeit' is aimed at media outlets and journalists. It is about providing information and maintaining a good public image. Learners may confuse the words because both are part of external communication. For customers and sales, 'Werbung' is more appropriate; for media contacts, 'Pressearbeit' fits better.
Mia organisiert die Pressearbeit für die Behörde und schreibt eine kurze Mitteilung an die Zeitung.
Mia organizes press relations for the public authority and writes a short statement for the newspaper.
Die Werbung des Ladens verspricht diese Woche besonders niedrige Preise.
The store's advertising promises especially low prices this week.