OFFICIAL21 Why does the professor say this:

[00:00.00]NARRATOR Listen to a conversation between a student and her pubic relations professor.
[00:07.40]FEMALE STUDENT Hi, Professor Gordon. [00:11.47] I really learned a lot from your lecture, the one about analyzing all those different segments of the population. [00:17.15] Oh, the official term's "audience,"right? [00:19.67] I never imagined that one company could have over 30 audiences to communicate with.[00:24.69]MALE PROFESSOR Yeah, a lotta students are taken aback by this. And some public-relations consultants don't figure it out till they've worked in the field a while.[00:32.59]FEMALE STUDENT Everyone thinks public relations, er, PR's easy, but there's a lot to it. [00:38.33]You really gotta know what you're doing.[00:39.96]MALE PROFESSOR Absolutely! Uh, so, Stacy, your e-mail implied that you needed my advice about graduate school?[00:47.47]FEMALE STUDENT No, since my undergraduate degree will be in public relations, I've already decided to get a master's degree in marketing. [00:53.92] Sorry I wasn't clear. [00:55.41]My issue is, I've got two required courses and two electives. [01:00.56]I'm trying to figure out which elective courses to take.  [01:03.55]My advisor suggested economics and accounting, but I'm not really sure...[01:08.39]MALE PROFESSOR About...?[01:09.58]FEMALE STUDENT  Well, I endured accounting and economics in high school. I barely stayed awake, they were so...
[01:16.41]MALE PROFESSOR  OK, OK, I hear ya.  [01:19.90]Ah, you say you wanted a master's in marketing. You've got one more semester till graduation. [01:26.76] Have you taken any marketing courses yet?[01:29.48]FEMALE STUDENT No. I-I figured I've got the marketing basics already since I've taken every PR and communications course offered here.[01:35.82]MALE PROFESSOR Well, there's some overlap between PR and marketing, but there're important differences, too. [01:41.74]Marketing focuses on selling your product or service? uh, y'know, attracting customers through advertising, and also building relationships with customers. [01:51.91]That's what a marketing department does. [01:54.80]PR's all about...it involves relationships, too. [01:58.77] That's why I'm saying the two fields overlap. [02:01.92] But in PR, you're developing relationships with a wider range of audiences.[02:06.80]FEMALE STUDENT Right, like employees, suppliers, the media. [02:10.26]I do understand this in theory, but aren't you still selling your product, just in a different way?[02:15.85]MALE PROFESSOR Not necessarily. OK, do you remember that PR strategy I alluded to the other day, [02:22.59]the one our university uses, a strategy that doesn't overlap with its marketing strategy?[02:28.61]FEMALE STUDENT You mean how the university invites local residents to attend certain lectures and classes for free?[02:34.26]MALE PROFESSOR Yeah. This cultivates a sense of goodwill and helps the university avoid becoming isolated from the larger community. [02:41.82]Bringing neighbors into our classrooms is good PR, but it's not marketing, since our neighbors aren't our "customers," for the most part.[02:50.44]FEMALE STUDENT That's why I wanna focus on marketing in graduate school. [02:53.99]Wouldn't having expertise in PR and marketing give me more career options?[02:58.47]MALE PROFESSOR Yeah, but you'll also want to enjoy your work. [03:02.11]So, for your electives, why don't you take advertising principles and intro to marketing, which I teach. This way, you'd find out if marketing's something you really wanna pursue. [03:14.68]Graduate school tuition's expensive, and these courses will give you a good overview of the field before committing yourself.[03:21.95]FEMALE STUDENT I wish my advisor had suggested those courses![03:25.00]MALE PROFESSOR Well, I'm someone who's worked in both marketing and PR, so I can offer a different perspective than someone who only teaches.