Public relations - what is it? Public relations system

Modern PR technologies can impose their opinions on the masses, and for this it is necessary to master the intricacies of communications. Let's figure out more: what is this and how to manage this process.

Definition of PR

Let's first understand the essence of the concept of public relations. What it is? This is primarily communication, that is, communication between people. As an independent science, this phenomenon began to function several centuries ago, but the principles and methods of that time are significantly different from today.

PR as a subject of study, as a set of methods for reporting "correct" information in its current interpretation began to be used in the early twentieth century. Today it is a way of communicating with people on behalf of this or that business, a kind of management tool.

Public relations - what is it? This is also the use of feedback levers, asking the user and the masses in general. Based on the data obtained, the so-called PR people build the existing picture of consumer preferences, indirectly change the company's policy towards them. The most important thing in public relations is to bring information about these changes to the masses, to let them know that these reforms are favorable for them.

What is the basis of PR?

As already mentioned above, the fundamentals of public relations are first of all in the exchange of information from both companies and potential consumers. Therefore, it is important to make this communicative process optimal and fruitful.

There are some secrets that are used by PR people, because their main task is to unobtrusively convince the masses in their point of view, representing the interests of the producer. In fact, it will become much easier to persuade if the firm adheres to simple principles:

1. The potential buyer loves the eyes. Therefore, it is important to choose a correct and easy-to-perceive picture for a product or service, which eventually becomes a logo.
2. Correct name. The company should have a simple and memorable name both by modern young people and pensioners.
3. Personal contact. The masses are much easier to contact a person who has a name, and if you can establish a visual connection with him. It is unlikely that anyone will have the desire to pay attention to letters in e-mail, which we are all used to refer to as spam mailings.

Secrets of successful PR

The system of public relations is extremely multifaceted and more complex than it seems at first glance. In order to successfully manage the opinion of the masses, it is not enough to convince them, it is also necessary to anticipate the events in advance and be able to beat them so that they happen for the benefit of the company.

But for a successful PR company, it is not enough to keep abreast of what is happening, it is also necessary to plan how circumstances can develop, and yet not to let offensive positions.

After all, in addition to all of the above, public relations - what is it? This is a constant control not only of the information received, but also of the information provided. Therefore, under the constant control of PR people, the media receive only those data that the company deems it necessary to issue.

In addition, every employee who has access to the media should echo his predecessor and follower, in journalism this concept also has the name of a one-part provision of information.

How to become a PR man?

At the moment there is a direction on the faculties of journalism called "Public Relations". The profession as such does not exist independently, and is closely connected with such areas as sociology and oratory.

Currently, many modern universities are learning the skill to receive and process the necessary information, as well as competently present it. However, it is worth noting that the PR man is more like a state of mind, and this can not be taught in five years.

You can read a lot of literature and study the subtleties of PR art, but it's important to be able to feel your opponent and be able to convey exactly the right and necessary information to the masses of people.

Therefore, to become a PR master does not mean to succeed in mass communications, this is not enough.

And now about how to become a good PR man

As we have already explained, this is a difficult work - to learn the intricacies of communication with the public, the specialty is in itself complex, and there is not enough pure theory in it.

There are several secrets that will help a beginner to establish close contact with the masses:

1. If you are provided with any information, never hesitate to insist on its completeness and reliability.
2. It's not a secret for anyone that people are attracted to ordinary people. Therefore, sincerity is your main weapon.
3. None of the events are worthy of being boring and monotonous. Therefore, its fascination is only in your hands.
4. Do not express your point of view in the event that it is negative. A successful PR man is a benevolent interlocutor.
5. Public opinion is the most important for you, so never neglect it and always find the time to learn it.
6. A good PR man never stops. While you are resting, a successful master lures people to his side.

The best masters of the business

And now let's talk about the person who formulated the above postulates and united them into a single whole. This is Sam Black. Public relations would not have such popularity and importance in business today without his works.

A huge contribution to the modern PR was the weighty lectures of a well-known sociologist. After all, in modern Russia public relations - what is it? It's the fruit of Sam Black's work. It was he who once discovered for the post-Soviet space the theory of brand communications in order to promote business. Although no less interesting is the fact that the roots of the maestro public relations originate in Russia, but in 1912 his parents emigrated to England.

Russian PR

The organization of public relations in the post-Soviet space is a new ground and is still quite profitable. Despite several decades of development, it is too early to say that modern domestic promotion of mass communications is at the peak of its perfection.

The main tool of public relations in the Russian market is banner advertising. It is too early to talk about the successful and continuous receipt of feedback from the consumer, whether he likes this or that product and what he would change in his discretion. The task of the current post-Soviet buyer is to consume what the advertisers kindly provided to him.

Perhaps a few more decades will pass, and various activities for disadvantaged children, orphans, pensioners, disabled people with disabilities will be held not only on the eve of political elections in the post-Soviet space, but simply at least for the sake of the people rasproboval this or that tea. But for now it is far away, and we are satisfied with what they give.