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So last week, I said that our topic

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for this semester is going to be
communication and more precisely PR,

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which is public relations.

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Public relations, I explained it
as a sub-part of communication,

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it's part of communication,
is very vast, just like communication.

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And we said that PR evolves with

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time and also with following the

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different technologies.

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If we had to give a more recent
definition of PR, because I said

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that the definition with time,
we could say, I'm going to read,

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public relations is a strategic
communication process that builds

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mutually beneficial relationships
between organizations and their

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publics.

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This is one of the most recent
definitions of what PR is,

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public relations.

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So public relations,
we understand that it has to adapt,

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public relations is adapted according
to the sector of activity.

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I'm going to try to explain myself
here.

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If you are running a business,
your public relation is going to

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be different from the public relations
we are going to find for hospitals,

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for example.

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For hospitals, public relations
is more looking at the patients

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and their family, the relationship
between the patients and their family,

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and the management of the hospital
and the authorities.

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There are different types of public
relations.

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I'm going to go through some of them.

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I'm going to go through seven of them.

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The first one is media relations.

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So media relations has to do with
the company passing information

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to the public.

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It is the communication.

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It is the relationship.

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It's based on the relationship
between a company and the public.

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This is the first one,
the first type of PR I am mentioning

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here.

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The second one is production relations.

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And this one refers to passing
information about the productivity

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of a company.

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So of what it includes,
marketing plans and so on.

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This is number two.

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Number three is investor relations,
as we can guess it means that it

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involves the relationship between
the investors and the company and

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the company.

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Next one is internal relations.

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So here it means the companies,
the company and its employees,

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the relationship.

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So that's more what it is based on.

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It's based on the relationship
between a company and its employees.

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Relationship number five is government

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relations.

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So this one has the objective to
provide some kind of feedback to

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the authorities.

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So it is informing the authorities
about what is going on in the business

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and how the business is doing.

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And it is the feedback,
the feedback that could be exploited

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by the politicians.

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OK, next one is community relations.

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And this one is about the brand's
reputation, most of it.

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I just would like to to attract
your attention here with the term

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communication, with the term community,
which might be not always well

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understood in a friend mindset.

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A community could be just people
living in the same area.

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It could be, of course,
different groups of people based

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on their ethnicity, based on their
colour, but also people living

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in the same area.

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So here, when we speak of community
relations, it's got to do with

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the brand's reputation and how
it is appreciated by certain

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communities.

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Next one is the customer relations.

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So customer relations,
we all understand that it has to

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do with the company and customers,
and this is maybe the one we most

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we directly think of when it comes
to public relations.

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So what we have to understand is
that the notion of PR is sometimes

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not very well understood and sometimes
there are some kind of confusions

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with other departments.

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So what is PR and what is,

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let's say, marketing?

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Sometimes there is some confusion.

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Same thing for advertising.

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And this is what I'm going to try
to explain here in this second

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part of this video.

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So if we look at public relations
and marketing, there are some

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similarities between the two,
obviously, but there are also some

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very important differences.

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While marketing is focused more
on sales, PR is more concerned

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with the image and the reputation.

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So two different things.

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Of course, both of them deal with

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the customers, but one with the
objective of selling,

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selling to the customers,
and the other one more concerned

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about the reputation of the
organisation or company.

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That's the first one.

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That's the first type of confusion
we often hear when dealing with

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public relations.

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The second one is public relations
versus advertising.

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So advertising consists in trying
to put something in the spotlight,

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trying to, let's say,
give visibility, while public relations

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is not really interested in visibility,
but more in the relationship,

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trying to improve the relationship,
which is completely different here.

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It is interacting with internal
and external stakeholders,

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for example, is more trying to
find some kind of understanding,

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trying to strengthen the relationship.

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Public relations versus communication,
which is the next one here.

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The difference is in the exchange
of information, which means that

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for communication, communication
is more based on a two-way kind

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of exchange of information,
which means that there's a feedback,

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you want to know about the customers
and you inform about the company,

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but at the same time,
you would like to have information

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about the customers,
have their feedback,

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while public relations is just
a one-way method or style of

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communication, which means that
you just pass the information.

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You are not asking to know anything
about the customers.

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So this is the difference that
is between public relations versus

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communication.

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So it's very important to have
a quite good distinction about

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all these different notions,
especially when we are going to

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deal with different companies.

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I said that our first case study
is going to be Spotify.

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For Spotify, I'm going to explain
what kind of company it is and

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what we are going to do.

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We are going to look at all what
we've said before in this video

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and in a previous video,
and we are going to try to see

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and how to apply all these notions
when looking at Spotify.

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Spotify, first, I'm going to explain
what it is for those who are not

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familiar with this platform.

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So it is a music streaming service.

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So it's free to use.

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You don't have to pay.

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You just pay if you want to have
more options.

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If you want to have more options,
yes, you have to pay.

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But it starts with a basic music
streaming service.

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And so it can be used with different
types of device.

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That's one.

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And you have lots of songs available
to you, thousands of songs available

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that you can listen whenever you
are connected to the Internet.

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OK, if you want to listen while
you are not connected to the Internet,

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of course, you will have to pay.

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OK, this is what we have here in
the documents I've just sent you.

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I invite you to look at all the
different documents here and to

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have to get to a better understanding
of Spotify as a business,

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but also at the public relations
they are trying to put into place here.