PR-менеджер: формирование имиджа компании для дошкольников на английском

Public Relation

PR-manager is a specialist who is responsible for creating and maintaining a favorable image of a company or a specific trademark owned by this company,and technology creation and implementation in socio-economic and political systems of competition an object (an idea, a product, a service, a person, an organization — a firm, a brand) in the value group of a social group, in order to consolidate this image as an ideal and necessary thing in life. In a broad sense - management of public opinion, building relationships between society and government bodies or commercial structures, including for an objective understanding of social, political or economic processes.

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The history of the development of public relations as a science:

Modern PR technologies were developed in Europe and America: in France and the USA. In 1900, Harvard University already had its own publicity bureau. The publicity office was also established in 1904 at the University of Pennsylvania. In 1912, the first major PR bureau was established at the American Telephone and Telegraph Association.Departments for public relations and specialized firms appeared in the United States in the early 1920s as a reaction to the activities of “Muckrakers”. One of its pioneers are journalist Ivy Lee (Ivy Lee) and the company of J. Rockefeller (John Davison Rockefeller), whose employee Ivy Lee later became. One of the first public relations campaigns was considered a reception invented personally by Rockefeller: distribution of new shiny ten-cent coins to children.
In the early 1930s, the position of PR adviser appeared in the US Democratic Party. A similar position in the Republican Party appears in 1936. During this period, PR stands out as an independent management function, which is beginning to be in demand in the largest US companies.At the same time, the first political campaign specialists emerge.

1945-1965 - PR boom in the United States. PR finally stands out as an independent direction in management and continues to grow rapidly.

Universities begin to graduate with bachelor of PR. By 1965, the

communicators have to work. A powerful impetus to the emergence of new channels gave the development of digital marketing, including the number of employees employed in the field of PR exceeded 100 thousand people, by 2000 - 200,000 people in the United States alone.
Since the 1990s, PR has begun to be considered within the framework of the concept of integrated marketing communications, which has gained popularity with the increasing number of channels with which penetration of social networks into everyday life, which made them an effective tool for promotion. To systematize the work with all the diversity of existing and new communication channels, in 2012, the PESO model [5] was proposed, suggesting the development of a unified communication strategy for the Paid, Earned, Shared and Owned channels.

Types of PR:

Black PR is the use of “black” technologies for denigrating the reputation of a competing organization, group, etc., disseminating abusive or economically dangerous statements on its behalf, etc. Sometimes it is enough to restrict the publication of compromising materials. The phrase is formed by analogy with the expression "black propaganda." By "black PR" is meant the creation of information channels based on scandal, which are based on the negative attitude of society to the object of PR.

Political PR is a specialized activity of subjects of politics, aimed at the effective management of their public communication and increase of political competitiveness by attracting public support

Social PR is an activity aimed at the formation, support and development of necessary (most often positive) relationships, the formation of positive behavioral patterns, etc. This sphere of PR traditionally includes social and charitable projects and programs of business structures and projects of public and non-profit organizations.

PR “positive” and “negative”: it is a question of positive, constructive or negative, destructive work; Many PR-specialists categorically deny the very possibility of considering a negative trend as in principle pertaining to public relations;

PR “everyday” (“routine”) and “anti-crisis” (“emergency”): in the first case, we are talking about PR-activity in a relatively calm, everyday situation associated with positive activity and allowing a high degree of planning due to the controllability of the situation; in the second, about activity in the situation of time trouble, stress, a high degree of uncertainty, caused, as a rule, by “external” forces;

PR everyday and PR project: performing either routine, regular work, which in principle has no time horizons, or activities of a mobilization nature, associated with the development and implementation of projects;

PR in the areas of commercial, non-profit, political and public: implementation of PR-activities related to differences in access to resources, more or less risk, more or less ability to perform creative work;

Personal, organizational and commodity PR (PR of people, organizations and goods / services): by the criterion of the work of a PR structure with a particular object of PR promotion;

PR Manager Responsibilities:

organization of work in the field of communications: addressing any issues affecting public relations and affecting the company's image;

organizing various publications about the company, writing news and press releases and distributing them in the media, holding presentations and press conferences;

organization and holding of image events, including charity;

resolving conflicts that threaten the company's reputation, responding to complaints received from consumers;

organization of effective internal communication: holding meetings, meetings and corporate trainings, issuing a corporate newspaper, etc .;

development of a plan for the conduct of PR campaigns of the enterprise and forecasting their impact on the image of the enterprise defining the budget of PR campaigns analysis of the effectiveness of the activities carried out, etc.

Адрес публикации: https://www.prodlenka.org/metodicheskie-razrabotki/358719-public-relations