Krasnova O.I., Gud D.
Kirovograd national technical
university, Ukraine
THE PR-TECHNOLOGIES IN MODERN LIFE
Nowadays,
Public Relations (or PR) for many reasons are an important component of the
company. In many large companies, departments of public relations have the same
meaning as the marketing department. A number of companies seeking to achieve
their goals in communication with target audiences resort only to the
PR-technologies. It should be noted that many companies and foreign
representatives don’t have advertising and marketing divisions, but at the same
time contain departments for public relations. There is a perception that
advertising and marketing are the components of PR. However, the classical
marketing offers the following definition of Public Relations.
Public
Relations is the art and science of analyzing trends, predicting impacts and
implementation of planned programs that serve the interests of both the company
and the interests of society as a whole [1].
PR-technologies
are strategic and tactical communication technologies developed and implemented
to achieve mutual understanding with the various groups of the public entity.
Technology PR arsenal is diverse.
So,
PR-technologies can be used as:
1)
an oral report (press conferences, speeches to various social groups, as well
as the preparation of speeches for other employees and their training in
oratory);
2)
publicity (including contacts with the press, radio and TV, publishers to
facilitate the subsequent publication of materials with news about the
organization);
3)
writing reports, press releases, texts of leaflets, promotional items etc., and
any technical materials and product descriptions;
4)
special events representing company, its products and services;
5)
print, photo and video dissemination among different community groups;
7)
branding;
8)
sponsorship;
9)
analytical and consulting technology.
That's
why PR professionals are not only required to work with the media, to have good
knowledge of foreign languages, basic word processing and technologies of
various media, but also in management, economics, sociology, psychology,
statistics and more [3].
Situations
in which the firm's management uses the services of PR-Agency:
1)
the organization actively promote a new product that changes the image of the
company;
2)
increasing the competitiveness (in entering the market with high competition);
3)
reduction of public resistance and the struggle with the rumors;
4)
the supposed change of image of the organization;
5)
crises, disasters and accidents that affect a large part of society;
6)
conflicts of interest (between the two firms, between the firm and its
reference groups, etc.);
7)
ineffective communication (loss of public tryst in the materials of the firm)
[2].
Nowadays
one of the most effective and used PR-technologies is the publicity which is:
• the subject of a
positive reputation among its community;
• the achievement of a positive reputation among the subjects it
to the public;
• a technology to achieve
a positive reputation among his subjects to the public.
Of
course, publicity has its pros and cons.
Advantages
of publicity include:
• low costs in comparison
with advertising and personal selling (no need to pay the press for newspaper
space or air time);
• a greater level of trust
than advertising (as the message sent by a third party);
• high information content
(editorial material message can contain much more detail than simple
advertising information);
• increasing the reader's
attention (readers tend to ignore the imposed message);
• the time (the firm may
issue a press release very quickly).
Disadvantages
of publicity are:
• even when you do not
have to pay for broadcast, there are costs associated with maintaining the
state of PR, as well as the preparation and mailing, lobbying etc.;
• disposable application
[4].
Thus,
the PR is constantly shaping public opinion, the creation and management of the
reputation of the company. PR should ensure an effective dialogue between the
organization and its target audience,
creating and maintaining a positive image, reputation of the organization, its
services and key employees.
The
list of references:
1. Blazhnov E.A.
Public Relations. Invitation to the world of civilized market and public
relations / E.A. Blazhnov. - M.,
2005 – 267 p.
2. Korolko V.G.
Fundamentals of Public Relations / V.G. Korolko. –
K.: Vakler, 2001. – 528
p.
3. Zavgorodnyaya
A.V. Marketing planning. / A.V.
Zavgorodnyaya, D.O. Yampolskaya. -
4. http://en.wikipedia.org/wiki/Publicity