WEB-ресурс научно-практических конференций

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 . - St. Petersburg : Piter, 2006 – 400p.

4. http://en.wikipedia.org/wiki/Publicity