Pr managment

PIAR MANAGEMENT AND PUBLIC RELATIONS

Thus, PR is a communication tool, and public relations is a manipulation tool. Each of these types of discourse has its own characteristics and properties, and their identification is unacceptable. It is important to note here that the methods of manipulation are found in all other discourses (pedagogical, judicial, administrative, even scientific), but this does not lead to their separation. Only in the field of public relations, at present, two separate types of discourse have emerged: PR and PR, opposed both in purpose and in the system of means used for its realization.

PR appeared in Europe in the XIX century. The periodization of the PR history proposed by R. Smith is well known (for more details see: [2]). He highlights the era of manipulation (XIX century) - the purpose of communication: propaganda; the era of information (the beginning of the 20th century) —the goal: information dissemination and truthfulness; era of persuasion (mid-20th century) - goal: influence on public opinion and behavior; the era of mutual influence (the end of the 20th century) —the goal: social partnership and conflico, if a PR entity positions itself as an enterprise with high social responsibility, it places on its website reports on the improvement of courtyards and city parks, on the purchase of equipment for the hospital, on giving gifts to orphans, etc. If the subject claims that his products the highest quality, environmentally friendly, etc., the messages on the site show that this product won the “Test Purchase” program, received the title “Brand of the Year”, won the competition.Public relations is an activity that aims to establish and support literate relationships and cooperation with society. Thus, among the factors shaping public opinion that influence the choice of political technologies, E.N. Pyasetskaya highlights the peculiarities of the political situation, the credibility of political figures and their effectiveness, the degree of public confidence, the characteristics of the information space of interaction with citizens, and the openness of information. Organ passivity power to solve problems, containment of citizens' initiatives, the cultivation of dependency among the population also impede the impact of technology.PR as an activity takes place in the information field. The information field is formed as a space for participants to react to events in social life and is a mechanism for managing the information and communication development of the social system as an information environment. The information environment is considered by researchers as a sign of management legitimation. Such a format of information and communication processes implies a certain level of preparedness: information competence, consciousness and self-organization of citizens and has rather an image effect, creating favorable public opinion rather than real interaction mechanisms.

For this reason, the creation and use of technologies in the PR system is directly dependent on the qualifications, as well as the competence of employees, their practical knowledge, as well as the ability to apply a certain kind of technical resources [2].

Often, a low level of provision with technical or human resources reduces the efficiency of such technologies. For this reason, it’s not so much the efficiency of use as the very presence of PR technologies depends on the state of affairs in the region or in the enterprise, the ability of managers to apply accumulated experience, to participate in the realization of existing opportunities in a particular situation.

Адрес публикации: https://www.prodlenka.org/metodicheskie-razrabotki/358714-pr-managment