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Lecture notes, cheat sheets
Public relations. Cheat sheet: briefly, the most important
Directory / Lecture notes, cheat sheets Table of contents
1. THE CONCEPT OF "PUBLIC RELATIONS", REASONS FOR THE ORIGIN AND DEVELOPMENT OF SCIENCE, PROFESSION AND INDUSTRY "PUBLIC RELATIONS" A clear, established formulation of public relations (PR), or public relations (Public Relations, PR), does not yet exist. One of the most prominent specialists in the field of PR, Sam Black, says: "PR is the art and science of achieving harmony through mutual understanding based on truth and full awareness." Another option: "PR is the promotion of mutual understanding and goodwill between an individual, an organization and other people, groups of people or society as a whole through the dissemination of explanatory material, the development of exchange (information) and the assessment of public reaction." One of the classic definitions: "PR is a planned, ongoing effort to create and maintain goodwill and understanding between an organization and its public." The economic cause of CO is the desire of commercial organizations to create and strengthen their image and business reputation among market participants. These include: consumers, shareholders, suppliers, partners, authorities, and the media. World history shows that the strengthening of trust, business and political reputation leads to an increase in the profits of organizations, an increase in the well-being of individuals and entire states. Political reasons for the emergence of CO serve: 1) the need for each civilized state to create and maintain its favorable image and mutual understanding not only in the international arena, but also among the population of its own country; 2) the struggle of political parties, movements and their leaders to increase their influence in society. The ideological cause of the emergence of CO is the desire of certain organizational structures to influence target social groups in order to introduce their views and beliefs into their minds. Social causes of SS can be called: 1) the need for both individuals and various groups of the population of one country, region to exchange information in order to increase the effectiveness of mutual understanding and interaction; at the same time, SOs satisfy the indicated need both among informal and among official structures of society; 2) recognition by the world community of the need to strengthen international security and cooperation on the basis of mutual information and contacts. This function of SO has increased dramatically due to the development of globalization processes. 2. PURPOSES AND FUNCTIONS OF PUBLIC RELATIONS The purpose of the CO is a change in public opinion. So, in relation to himself, the subject seeks to improve his public image. At the same time, he can apply "black PR" to competitors and opponents, designed to discredit their reputation - to change it for the worse. Public Relations is responsible for: functions: - counseling taking into account the behavioral characteristics of a person; - identifying possible trends and predicting their consequences for a particular enterprise, individual and society as a whole; - study of public opinion, its attitudes and expectations in order to develop recommendations, as well as the necessary measures to form some opinion and meet certain expectations; - establishing and maintaining two-way communication based on the accuracy of the information used and greater awareness; study of public reaction to all actions of the JI initiator; - prevention of conflicts, elimination of misunderstandings; - regulation of problem or crisis situations; - promoting the formation of an atmosphere of mutual respect and social responsibility; - harmonization of personal and public interests; - promoting the formation of friendly relations with staff, suppliers and consumers; - improvement of industrial relations; - attracting qualified employees to the company's team, creating comfortable conditions that help reduce staff turnover; - promotion and advertising of goods and services; - participation in the work to increase the profitability of the company; - creation of "own image"; - changing stereotypes. We are talking about creating both positive stereotypes in relation to their objects, and negative stereotypes in relation to competitors and opponents. 3. PR IN THE SYSTEM OF MARKETING COMMUNICATIONS PR and advertising. Typically, advertising is a funded and paid event to create interest in a company or product (service) and promote sales. In principle, the goals of advertising and PR are the same - the impact on public opinion. As well as regular advertising, PR can involve the media, but then this interaction is not openly paid. In a number of cases, PR is more effective, since it is not a "frontal" campaign, unlike advertising. The absence of a frank imposition of some opinion in well-designed PR campaigns causes more confidence in them than in advertising. Typically, the PR approach takes the form of news, interviews, op-eds, or short reports. Their content can be significantly corrected by the editors of the media. At the same time, the advantage of advertising is that it can be more tightly controlled. Therefore, its effect can be predicted in advance. The effect of PR, as a rule, is in time. The main difference between PR and advertising is that, while creating a positive image and reputation, PR is not so straightforward. The relationship between PR and propaganda. Propaganda, like advertising, tries to impose its opinion on the public, to convince it to act one way and not another, while the PR strives for interaction, taking into account the opinion of each side. The relationship between PR and marketing. As world practice shows, the marketing plan for the development of the market by a company, its "promotion" begins with building trust based on awareness. Therefore, PR act in concert with image advertising and create a positive image of a company, product or individual. The direct relationship between PR and marketing is due to the fact that they ensure the success and popularity of the promoted object precisely by clarifying the needs of the target public and developing ways to meet its needs. Thus, PR promotions should become an integral part of the integrated marketing communications of any sufficiently large company. PR is a complex phenomenon that relies on the achievements of a number of sciences (psychology, sociology, law, management, marketing) and applications (journalism, advertising, art, media). 4. BASIC TERMS AND CONCEPTS Essence publicity - creating fame. The subject, establishing its relations with the public, should strive to become as well known as possible to the widest circle of the population. You can improve your social status not only due to your personal qualities and achievements, but also by being involved in something known, recognized, famous and authoritative (for example, using a well-known brand, being honored by a famous person). So, the positive attitude of some target group towards the object can increase sharply only due to its greater publicity, while the internal qualities of the object may not improve. Professionally executed publicity is considered free when the media do not require payment for the publication of what they consider to be interesting news. Corporate Social Responsibility (CSR). Its essence lies in the fact that many large enterprises recognize their responsibility to society. The corporation proclaims its first duty: to remain powerful and efficient for the benefit of shareholders and employees, making a tangible contribution to the economy, the environment, the quality of life of the population and the welfare of the whole country. Sponsorship и charity (financing of socially useful actions) - in fact, tools for the implementation of CSR. Sponsorship, as a rule, provides for clearly defined obligations on the part of the funded object in relation to the sponsor's advertising and promotion of its activities. Charity - gratuitous financing of socially useful events without any obligations on the part of the recipient of funding. CSR in the form of sponsorship is shown in the following areas. 1. Entrepreneurship. Support for budding entrepreneurs and their initiatives can take the following forms: gratuitous financial assistance; interest-free lending; assistance in establishing production and sales of products. 2. Culture and art. Assistance in various creative activities both to individuals and cultural institutions, as well as in the restoration of ancient and architectural monuments, etc. 3. Environment. Supporting efforts aimed at protecting the environment, preserving rare specimens of fauna and flora, and improving the quality of life. 4. Exhibitions. Financing of their organization can be carried out not only at the international level, but also within the microdistrict. 5. Education: scholarships, projects, courses, assistance to universities and schools. 6. Awards and grants in various fields of science. 7. Expeditions are often covered in the media, especially if they involve risk or a special mission. 8. Local events: carnivals, demonstration performances, festivals. 9. Sport - to provide assistance to individual athletes or teams. 5. PRINCIPLES, CLASSIFICATION AND MAIN AREAS OF PR SERVICES Principles of work of PR Bilateral relations are now of particular importance. S. Black proposed nine rules for effective communication: 1. Always insist on truth and complete information. 2. The wording of the message should be simple and understandable. 3. Don't exaggerate. 4. Remember that half of your audience is women. 5. Make communication exciting, prevent boredom. 6. Follow the form of communication, it should not be too pretentious or extravagant. 7. Spare no time to clarify public opinion. 8. Remember: the continuity of communication and the clarification of public opinion is vital. 9. Try to be persuasive and constructive at every stage of communication. PR helps to reveal hidden shortcomings, lost reserves. PR classification can be implemented using several approaches. 1. According to the interests of the customer: to form their own positive image; in the fight against a competitor to attack his image ("black PR"). 2. By target groups of the public: intra-corporate PR-actions addressed to its staff; PR-actions aimed at the external environment in relation to the company. 3. By area of application: - economy; - politics; - ideology; - social aspect. Directions of PR services: - relations with government bodies; - municipal life; - industrial relations; - financial relations; - international relationships; - consumer relations; - research and statistics; - mass media. 6. GENERAL DESCRIPTION OF THE FUNCTIONS OF THE PR OFFICER A PR specialist performs the functions of both a consultant and an executor of PR programs. Let us name the specific areas of activity of such a specialist in the field of internal corporate PR campaigns, in personnel management: - maintaining the reputation of the organization. Participation in creating conditions for the formation of the spirit of a single team, leading to an increase in individual labor productivity; - performing the "early warning" function organizations about unexpected changes in the internal environment; - opening up new opportunities thanks to much closer contacts with the internal environment of the company; - crisis management assistance in relations between management and staff; - bridging the gap between the top management of the company and its staff; - promotion of staff adaptation to changes that occur almost continuously. Functions of a PR specialist in the field of the external environment: - development and implementation of company plans to present it to the public as a socially responsible institution of society; - promoting mutual understanding between the organization and those with whom it contacts outside of it; - development of recommendations on the formation of the "public face" of the organization; - development of an "emergency" PR plan in case of crisis situations for the company; - detection and elimination of various rumors, discrediting the image of the company, as well as other sources of misunderstanding; - development and implementation of measures to eliminate the consequences of "black PR"; - measures contributing to the expansion of the sphere of influence enterprises using the resources of propaganda, advertising, exhibitions, video and film screenings. The head of the PR service must have direct access to the top management of the company, be aware of all strategic plans and the operational situation, taking part in their formation. He must be an indispensable participant in important meetings or the owner of full information about their results if he could not attend them. Management should take care of the high status of a PR specialist so that he has authority among the staff, company partners, the media, etc. 7. REQUIREMENTS FOR THE PR SPECIALIST A person who wants to achieve significant success in the field of PR must be a strong personality and a natural leader with a set of the following properties: 1. High communication skills. 2. Common sense. 3. Excellent organizational skills. 4. Charisma and leadership qualities. 5. Objectivity and acute critical perception. 6. Rich imagination. 7. Equanimity. 8. Ultimate attention to detail. 9. Desire, if necessary, to work hard and alone. 10. Cheerfulness and sense of humor. 11. Ability to write well, edit. 12. It is desirable to have a pleasant voice and oratorical skills, as well as to have a presentable appearance. 13. Broad outlook and high level of education. 14. Possession of the basics of psychology, pedagogy, business communication, business etiquette, journalism, photo and film production, design, philosophy, sociology, cultural studies, economics, advertising, propaganda, as well as knowledge of spoken English, etc. PR specialists in the field of economics also need to know the basics of marketing. Often firms and PR professionals have to switch to consulting clients on marketing in general, because it is impossible to create a positive public opinion about a company or product with significant flaws. professional standards. Those who act as consultants face some ethical issues: Is a consultant obligated to provide his services to promote what may be considered contrary to the public interest? Is it possible to deal with so-called front organizations? Is it possible to provide assistance to an organization that officially proclaims one goal, but in reality serves the secret interests of mafia or corrupt structures? How unethical it is to promote cigarettes when it is known that smoking increases the risk of lung cancer and other dangerous diseases. Ethical issues in the field of PR, as well as ethical issues in other areas of human activity, are usually very complex. 8. TASKS OF THE PR-MANAGER IN THE SYSTEM OF CRISIS COMMUNICATIONS As you know, any product or service on the market operates within its life cycle. But this approach is fully consistent with the functioning of any enterprise in market conditions. It necessarily goes through the following stages: entry into the market, growth, maturity, decline. In order to prolong the growth stage and push back the decline stage, it is necessary to take timely measures to qualitatively upgrade the business in accordance with the changed demand and new market trends. The tasks of the PR manager during periods business reengineering, its modernization and restructuring are: - informing potential consumers on ongoing innovations; - study changing demand; - provision feedback from a real or potential buyer with a manufacturer of goods and services; - informing the team organizations about ongoing business changes; - help each employee in understanding their place in the restructuring carried out at the enterprise. Measures to neutralize rumors and negative information. The corporation should always be ready to neutralize rumors and negative information about itself. The fact is that the media does not necessarily collect negativity out of hostility towards the corporation, but because the public likes to learn about those around them "intimate", hidden details. The vast majority of people subconsciously rejoice in other people's troubles more than successes. Therefore, in order to please the layman, the media delve into the "dirty linen". Below are a number of ways to respond to negative information. Countermaterial should be given in such a way as not to draw attention to the original attacks by quoting them. Otherwise, you will advertise with this attack against the corporation. Often, in relation to such negativity, contemptuous silence should be maintained. At the same time, too harsh attacks cannot be left without consequences: "They did not sue us for libel, so it's true!" Publications with compliments to those influential officials who can change the attitude towards the corporation under the influence of rumors are very important. Such publications should be placed in the official media. It will also not hurt if you agree on a personal mailing of these publications. 9. PROBLEM MANAGEMENT In addition to changes initiated by the company itself, the enterprise periodically crisis situations, caused by both internal and external factors: the threat of insolvency and bankruptcy; cessation of production, strike of employees of the enterprise or its threat; loss of serious confidential business information; loss of the main or sufficiently significant consumer or market segment; bankruptcy of a key supplier or delay in large deliveries, non-payments of key consumers; loss of financial or other support from local authorities, etc. In such circumstances, PR managers must: try to anticipate a possible crisis; respond in a timely manner to new market circumstances: reduce asset losses, take care of your reputation; take steps to restore public confidence in the company. But any crisis also has positive aspects - new opportunities for improving the organization's activities, for example: a radical transformation of production and marketing, which had previously been postponed; change in leadership, management methods, opening up the possibility of fundamental improvements. In crisis and problem situations, the work of the anti-crisis team, including the PR manager, takes the following sequence: a) specification of problems that can undermine the business reputation of the company (for this, market trends, innovations in technology, science, the situation at the micro and macro levels are analyzed); b) ranking problems according to the level of their significance for companies, their systematization and generalization; c) development of various alternative courses of action that form the basis of the anti-crisis program; d) bringing the essence of the anti-crisis program to the target audiences of the public. The importance of employee involvement in crisis resolution is sometimes underestimated. Meanwhile, it is employees who sympathize with the company that often have a better idea of the possible risks and weaknesses. Therefore, it is necessary to use these reserves and prepare in advance a single team of crisis managers, including managers: production, finance, law, human resource management, public relations. 10. ACTIONS OF THE PR-SPECIALIST IN THE DEVELOPMENT OF THE ANTI-CRISIS PROGRAM Below we show an example the sequence of actions in the development of an anti-crisis program: 1) identifying problems that can lead to a crisis, identifying potential sources of crisis; 2) fixing the system of necessary measures in the crisis plan and clarifying the composition of the team of crisis managers; 3) establishing the "headquarters" of crisis management; 4) appointment of alternates for the main crisis staff. At the same time, the replacement system must be of high quality and reliable for any situations; 5) modeling of special procedures for possible emergency situations; 6) preparation of all participants in anti-crisis management to work with the media; 7) development and provision of crisis management instructions to all those involved in this process. These employees must know the company's point of view on all fundamental issues, have a list of home and mobile phone numbers of crisis managers; 8) organization of support for the activities of the press office, consumer relations services, human resource management, as well as consultants. In a situation of worsening crisis created team undertakes the following actions: Informing the media about the difficulties of the company, its problems. Distribution of similar materials within the organization. Providing interested individuals and organizations with this latest information as part of the development of a crisis situation. Accelerating the dissemination of information in the external environment and in the organization itself through the use of effective means of communication: e-mail, fax, radio broadcast, general team meeting, briefing (emergency press conference). Ensuring the use of a sufficient number of communication channels for requests for information from outside. The results of how an organization copes with a crisis actively influence its image. Most crisis situations are accompanied by a number of problems: 1) suddenness; most often the crisis occurs unexpectedly; 2) lack or lack of necessary information; 3) accelerated development of events, which is accompanied by a demand from the press to know what is going on; delay of the organization with timely response; 4) loss of command and control. Many events happen simultaneously in a short period. The information situation can get out of control; 5) increased attention to the company from the media, investors, consumers, authorities; 6) pressure on the company the possibility of panic. 11. COMMUNICATION IN A CRISIS Crisis communication system: Do not gloss over the severity of the event. Provide accurate and complete information: "Say it all, and say it quickly!" Do not give interviews if the company does not acquire anything from him. Be prepared for the fact that information about the crisis will be distorted media. Reach out only to the audience you need at the moment. Reach out to the right public through the press, usually the best way to communicate in a crisis. Communication should always be done from the point of view of the audience. This means focusing on the interests of the audience and using the information that satisfies this interest. Make informational messages clear and memorable. Never say: "No comment..." This makes the representative of the company, as it were, an "impregnable wall" and increases the suspicions of the public. Never make comments off the record. In a crisis situation, you need to very clearly control every spoken word. You should not say anything that you would not like to see on the front pages of the press. You should never repeat the critical phrases of a journalist, as it may be taken as part of your speech and quoted in the media. Should be avoided unsupervised interviews with the press. You need to pull out all the bad information to the surface as quickly as possible. Nothing fuels the flames of a crisis more than bad news in small doses. The most common mistakes are: The desire to avoid contact with the public. Means: the company has something to hide. Using the wrong speaker. Can be used instead of one multiple speakers. Let's say a lead manager can provide the so-called umbrella communication (in all directions), and a technical expert is able to answer specific questions related to the technical side of the problem. The inability to get away from an unfavorable situation. Most often, this is a top manager getting into a situation where he is addressed with questions that the manager is not ready to answer or which, due to the current situation, do not have a constructive solution. Refusal to honestly acknowledge the extent of the problem. Demonstration of calmness. This is perceived as indifference to society. Since the company's own statement can be seen as self-defense and look suspicious, it is advisable to use third parties to provide support (external experts, other organizations, academics and public figures). The use of television is effective - it has a strong persuasive and emotional power. 12. PUBLIC OPINION First of all, you need to understand what is public opinion and how it differs from personal opinion. The presence of public opinion is determined by the fact that people are social animals. In the process of evolution, to regulate relations within the community, all herd animals have developed special rules of behavior that are transmitted both at the genetic level and through education. In people, public opinion is characterized by concepts and attitudes that most members of a given community agree with. The set of these concepts and attitudes is called ethics, morality and law. An individual person can have any personal opinion, but if he does not want to be isolated from society, to lose its support, then he is forced to take into account public opinion. The vast majority of the population does not have the strength of intellect, character and independence to live on their own. However, focusing on the opinions of others is deeply expedient. In biology, it is believed that the life of an individual should be subordinated to the interests of the entire biological species. Therefore, most likely, dependence on public opinion is hereditarily determined. That is why people closely follow public opinion, starting from the general human level and ending with a microgroup. Constant concern about their social status pushes people to various tricks, including work on their appearance, clothing, success, image. As a rule, a modern person wants to deal with famous, prestigious things, enterprises and people. He wants not only to consume calories with food, but also, as it were, "eat up" the prestige and fame of this product. Thus, he wants to be saturated not only physically, but also morally, while asserting himself. In order to increase its consumer value, the product must go through, as it were, "sanctification" through media mentions and become famous. It is fame that gives the product a certain status demanded by the buyer. The very fact that a company, institution, party, product or individual is talked about a lot and seen by many, raises the image of these objects in the eyes of the whole society. At the same time, people instinctively understand that what is more important is not what each of them actually represents, but what impression he makes. Thus was born, for example, the Napoleonic principle - not to be strong, but to appear strong. All this gave A. Schopenhauer reason to say that a person’s happiness is in the minds of other people, that is, we are happy if we are respected, and unhappy if we are not valued, regardless of how we internally evaluate ourselves. 13. STRUCTURE OF PUBLIC OPINION Public opinion is formed by specific groups of people. In this case, the so-called reference (reference) groups are noted. Positive reference group - this is that real or imaginary group that serves as a role model, an attractive standard. The closer the individual is to it in terms of lifestyle, the more satisfied he feels. Therefore, in most cases, when bringing a new company, product or service to the market, it is important to get the most advanced part - consumers - "avant-garde" as the first customers, partners and buyers. Then the popularity of certain objects with the appropriate quality and competent "promotion" grows exponentially. Negative reference group - this is a real or imaginary (constructed) group, acting as a repulsive example. This is a group with which they seek to avoid contact, association. Information reference group - this is the group of people whose information we trust. It does not matter whether we fall into error or are close to the truth. The main distinguishing feature of such a group is that we trust the information coming from it. This group appears in two main forms. 1. Bearers of experience. People who have tried this product or service in practice. We turn to their amateurish experience to confirm or refute doubts about a planned purchase, voting, etc. 2. Experts, i.e. experts in the field. This is the group that is viewed by others as the most knowledgeable in a particular area. Thus, the plan of the PR campaign must be oriented towards the use of all these groups. As a result of exposure, target audiences should clearly learn: a) what opinion they must hold in order to be involved in the reference positive groups; b) what opinions should not be accepted in order to avoid being assigned to negative reference groups and not to oppose oneself to society. In addition, let's say that due to natural conformism, many people are easily amenable to propaganda, including in the form of advertising and PR. In the modern era, public opinion is formed and changed most effectively through mass communications. 14. CREATING STEREOTYPES. TYPES OF TARGET AUDIENCES IN PR Human memory tends to think stereotypes. This facilitates the process of thinking, speeds it up. Therefore, the task of PR is to create such stereotypes-blanks that easily fall on a clearly defined "shelf" in people's memory. It follows from this that the image, the image of the object being popularized should be outlined and concretized as much as possible. Then it will be a "ready-to-eat" dish with labels on the "packaging": "reliable", "solid", "stylish", "original", "caring", "market leader". Or: "suspicious", "secret", "unstable", "criminal", etc. It is known that children's stereotypes are extremely stable. It is from the childhood of people that their love for fairy-tale heroes and miracles stretches. Apparently, this has its basis in the form of an unconscious need for the ideal and the miraculous. Therefore, all over the world, ordinary people watch soap operas and buy lottery tickets. Consequently, the creation of public opinion, in essence, must be oriented in such a way that, in the minds of people, the corporation, as it were, plays the role of a miracle hero and a good magician serving the people and the country. The success of every company, organization, association, government agency or individual depends on several groups of people. The entire audience included in the range of their interests can be classified in two ways. 1. Classification by target and key audiences: a) target audiences is a set of specific individuals who are targeted by the impact. The main criterion for including individuals in the target audience is their interest in the subject of promotion. Target audiences are all on whom profits or investments directly depend: employees of the organization, its customers, shareholders, bank employees, investors, partners; b) key audiences you can name those groups that can speed up or slow down the company's entry into the market and its further development. These include staff, government officials and media professionals. 2. Classification by internal and external audience. Accordingly, the internal audience is the one that represents the personnel of the object for the PR. The rest of the potentially useful public will be an audience external to the object. One of the main areas of work of the PR service is to establish mutual understanding between employees both vertically and horizontally. Communication plays an important role here. External and internal PR should reinforce each other. If an organization has a high reputation in the eyes of the entire public, then its own employees treat it with great respect and are proud to be part of this respectable structure. On the other hand, when the external public is made aware of how the staff is dedicated to their company and management cares about its employees, this in turn strengthens the corporate image. 15. JOURNALISTS AS A KEY AUDIENCE A lot depends on the journalist, so he should initially be perceived as an ally, at the same time dangerous and useful. Journalists value informants and newsmakers ("news makers"). To attract attention, you need to have interesting information. In gratitude for the trusting relationship, the journalist, firstly, will loyally evaluate the activities of his informant in his publications. And secondly, one way or another, he will echo his consultant, covering events. However, the adviser should not immediately and unconditionally trust the journalist. In any case, the customer of the publication must carefully study the material written by the journalist. A note, interview or report ready for publication is always signed by a person authorized by the organization. After that, claims to the content of the published information are not accepted by the editors. Journalist pay. Short-sighted PR professionals abuse empty promises of rewards. A deceived journalist can turn from a friend into an enemy and "stab a knife in the back" at the most unexpected moment. Rumors that the customer of the PR is quietly bribing the media should be avoided. It is better to strive to maximally formalize financial relations with journalists and editorial offices. Accounting for the specific features of journalists. Journalists, as creative people, are proud and ambitious, so journalistic willfulness pushes for its own interpretation of the information provided. The journalist often focuses not on what the customer considers more important. But the customer must listen to the opinion of a professional who knows how to present the material. Of course, in the pursuit of reader interest, ambiguities should not pass, which will prevent the achievement of the set PR goal. If an organization or individual wants to establish and maintain good relations with journalists, then it must be assumed that they are beyond criticism. All creative people are extremely sensitive to any criticism, including even the most insignificant remarks. With journalists who really made a lot of stupid things or even attacks in their material, one should not argue, but simply stop communicating. 16. LEADERS OF PUBLIC OPINION AND "SPECIAL INTEREST GROUPS" Opinion leaders - these are legal or natural persons who not only express public opinion, but also often form it. necessary qualities, which opinion leaders should have are: authority recognized by the majority of relevant target groups; fame and publicity in the case when the target groups are quite numerous sections of society. The authority of the leader of public opinion can rest, on the one hand, on the leadership qualities of the individual, her charisma, and on the other hand, on the role of an expert, specialist, connoisseur in a given field of human activity or field of knowledge. Famous the phenomenon of "exaggerated authority", when a person who does not have outstanding virtues, qualities, or knowledge becomes the leader of public opinion. Such subjects achieve the appropriate position due to their self-confidence, assertiveness, self-promotion or assistance of influential forces and "promotion" in the media. It also happens that a person of average outlook, with appropriate support, is promoted to the position of a leader of public opinion solely due to his communication skills, acting talent, oratorical or demagogic abilities. If we talk about individuals, then the leaders of public opinion, as a rule, are such public people as: statesmen, politicians; big managers; public figures; journalists; leading radio and television; actors; athletes; figures of science and art, etc. Essentially, in any sphere of human activity there are leaders of public opinion. The vast majority of the world's population is structured according to "special interest groups" which are divided into the following communities: economic; financial; political; socio-cultural (including sports, entertainment and leisure activities); clerical (religious); professional. Each of these communities has its own formal or informal organizations: administrations, ministries, departments, institutions, parties, movements, trade unions, associations, guilds, clubs, sections and circles, and in extreme cases - gangs and groups. The vast majority of the population simultaneously enters into different communities, since people have diverse interests and needs. Each of these "special interest groups" is consolidated and functions only subject to the rules, agreements and concepts that the majority of their members agree with. At the same time, the order and coordination of actions is ensured by subordination to the authority of appointed or elected leaders. By virtue of their position and authority, such leaders are leaders of public opinion, having the opportunity to take into account and form it, often for their own selfish purposes. From the point of view of corporate interests, PR specialists should direct their efforts primarily to the leaders of public opinion at all of the above levels. 17. MAIN ORGANIZATIONAL STRUCTURES IN PR Types of PR organizations: independent expert consultant; corporate PR department; model agency; public relations consulting firm; independent international company; international network of agencies. The main gradation by type of organizational structure takes place according to the principle: internal and external. Benefits of external consultants: a) a broad outlook and possession of information in various areas of management, marketing and political technologies; b) knowledge of the PR services market; taking into account the experience of other organizations; c) impartiality and objectivity, which are determined by independence; d) greater weight of recommendations from outside specialists. Disadvantages of working with external consultants: spending time and diverting own staff to audit and bring consultants up to date and problems; ignorance by a foreign firm of all the subtleties of economic policy; the risk associated with the provision of information constituting a trade secret. Principles for selecting external consultants. Consultants should be chosen carefully so as not to lose money, time or even reputation. For large and long-term projects, preliminary negotiations are held with 10-12 candidates. For small projects - from 2-3. Then an official or unofficial tender is announced between them. Criteria for selecting consultants: experience in the industry; availability of recommendations from people who are trusted; good reputation in Russian business circles; positive feedback from former clients; samples of PR products; closer location to the customer's office. The form of payment can be: a) time-based; b) fixed; c) percentage of the result; d) commission; e) combined. A contract is concluded with a specialized organization, which may sound like "technical assistance" or "information service". Individual consultants, as a rule, work under an employment agreement. But in order to get the maximum return for your money, the customer must fulfill three conditions: 1. Do not make a mistake when choosing specialists. 2. Facilitate the progress of work, or at least not interfere with them. 3. Restrain the ambitions of both your own and your employees when discussing results. Whoever is entrusted with the development and implementation of PR activities, they must begin with a corporate image, corporate identity. In addition, the key to success is a friendly attitude towards the organization on the part of its own staff. This is facilitated by the formation of corporate culture. 18. CONCEPT OF CORPORATE IMAGE Image (English image - image) can be defined as a set of ideas, concepts, views and experiences of people in relation to a company, person or product. The concept of "business reputation" is also close to the concept of corporate image. Reputation (English reputation - common opinion), strictly speaking, means "good name". Although we hear the combination "bad reputation". According to the witty expression of the American writer E. Howe: "Reputation is what they say behind your back." Image differs from reputation in that it is more amenable to artificial construction, the emotional component of the thought process plays a significant role in its perception, while reputation is developed over the years, by concrete deeds and facts. Image functions: - attract those who are currently needed for success; - keep in its sphere of influence groups that have already been conquered; - manage people more effectively through persuasion, influence and manipulation; - to achieve the set goals; - As a result, get a sense of confidence and peace of mind. Components of the image and factors for its improvement. The corporate image is formed in two directions: the image of the company itself; the image of the leader-manager and the entire top management. The image of the company itself usually includes the following elements: selection and formation of distinctive features of the company; idealization, mythologization of selected characteristics, traits; symbolic image of the company. Image visualization. Special attention in the process of creating an image deserves such a phenomenon as a stereotype. In essence, the task of a PR specialist is to create in the minds of people positive stereotypes of their organization and, perhaps, negative stereotypes of competitors and opponents. According to F. Nietzsche, the masses need illusions, without which they cannot live. People need clear images, objects for both admiration and hatred. In order to create an easily recognizable face of the company, a memorable image, it is necessary to use some private components: 1) the mission of the organization, the goals and features of its activities in the market; 2) the time of formation, showing the stable positions of the given object; 3) the state of the corporate culture; 4) scope of activity; 5) the prestige of the country of origin; 6) rating in the market segment or in politics; 7) range and proven quality of products and services. 19. MISSION OF THE ORGANIZATION The role of the mission in creating a corporate image. The mission is usually understood as a kind of super-task of the corporation. It explains why the organization came into this world, what are its universal and national credo and goals. The special significance of the mission for the activities of the organization: starting point for all planning decisions of the organization, further definition of its goals and objectives; • creates confidence that the organization pursues consistent, clear goals; • helps to focus the efforts of employees in the chosen direction, uniting their actions; • generates understanding and support among external participants of the organization (shareholders, investors, financial firms, etc.) - those who are interested in its success. Mission content: 1. Description of the products and/or services offered by the organization. 2. Characteristics of the market: the organization determines its main consumers, customers, users. 3. The goals of the organization, expressed in terms of survival, growth, profitability. 4. Technology: characteristics of equipment, technological processes, innovations in the field of technology. 5. Philosophy: the basic views and values of the organization that serve as the basis for creating a motivation system. 6. An internal concept in which the organization describes its own impression of itself, indicating the sources of strength, the main weaknesses, the degree of competitiveness, the factors of survival. 7. The external image of the company, its image, emphasizing the economic and social responsibility of the company to partners, consumers, society as a whole. In this part, the mission should convey the impression that the company wants to make on the outside world. Based on the definition of the mission, strategic goals. When choosing goals, it is determined what will be emphasized. A company can be people-oriented (service), process-oriented (production), ideas-oriented (venture). The general style of the company is also determined - "conservative", "creative", etc. To study external factors when creating an image, both personal and organization, concept (and a method based on it) value research, which was first used in the election campaign of R. Reagan. The concept is that interviewees are encouraged to express their feelings about what is important to them. The data obtained is used to correct the image. Methods external relations with the public are aimed at strengthening the image in the eyes of everything external to the company in the world: partners; customers and buyers, both loyal and potential; shareholders; investors; government officials; MASS MEDIA. External PR tools: 1) business cards; 2) social and political activities as an information conduit for publications and speeches; 3) publication of scientific articles in specialized industry periodicals; 4) speeches by top managers and PR managers in the media, etc. 20. PERSONAL IMAGE OF A LEADER-MANAGER Leaders of companies play a special role in the image of a business. In this area, as nowhere else, the identification of the leader and the organization takes place. From the point of view of the corporate image, the manager must meet the following requirements: to play the role of a "symbol" of the company, to be the banner of its success, an iconic figure; respond to the current ideas of the public today; be directly related to the strategy pursued by the company. At one extreme in a wide range of leaders' images is a conservative personifying the company's stability, and at the other - a reformer personifying change and rapid growth. The first corresponds more to large companies that have established themselves in the market, banks, insurance companies. The second is for venture firms, companies that conquer new "niches" in the markets. The general impression of a person, her image is influenced by the following factors: 1. The physical "shell" of a person. 2. Clothes and accessories. 3. Skills, abilities, achievements, manners, communication style, lifestyle. 4. Image of the country, place of work, position. From this list more reliable are the internal properties of the personality, conducive to success: - intuition, growing into social intelligence (a sense of people and circumstances, the ability to adapt to others); - achievement motive; - self-competence (knowledge of one's own shortcomings and merits); - natural charm, charisma; - justice; - self confidence; - mental talent and temperament properties (sociability, low anxiety, outstanding memory, wit, poise). Factors that harm the image: inability to self-disclosure; tightness; shyness; inferiority complexes, lack of communication skills. For public success, it is more necessary to have an appearance that is not so much beautiful as original, memorable. A necessary condition for a successful image is the ability to speak publicly. In the image of leaders, some features are strengthened in comparison with others. In many ways, the image of a leader is invented, although usually it is based on some real characteristics. However, everything is subject to such dominants as: "workaholic", "tough but fair", "intellectual", "philanthropist", etc. The leader of the company is obliged to work both for the external environment and for the internal image, that is, within the framework of his company. For example, Western and Japanese approaches are mainly focused on creating the image of the "father" of the company, which is seen as a "family". 21. MARKETING COMMUNICATIONS AND CORPORATE IMAGE. COMPANY IMAGE AND BRAND In any case, integrated Marketing communications directly or indirectly contribute to the dissemination of corporate information in society and increase sales. At the same time, an interconnected process is carried out: the more sales, the higher the image, and vice versa. Advertising is primarily associated with the promotion of goods to consumers in order to increase sales and increase the profits of the company. But its functions do not end there. The first place is usually occupied by image advertising. Its task is to instill in the minds of people and fix in it a positive image of a company or product, to inspire confidence in manufacturers or traders. For this purpose, purely commercials on TV and radio, outdoor and transport advertising, etc. are used. This type of advertising, as "mixed", performs both image and stimulating functions. In principle, any competent advertising, increasing sales, works on the image of the company. The most prominent advertising companies are creative, that is, they create unexpected new ideas, vivid images. plays an important role in creating the image of the company brand name (English - brand, brand, brand). Here are some characteristics of a trademark that has received brand status: wide popularity; • sustainable popularity among their target audiences; • identification with the company itself; • internationality of authority; • availability of documentary evidence of high quality and competitiveness by qualified experts. It is worth paying attention to the fact that in some cases an unknown company acquires an image of a reputable one by making some product / service a best-selling brand. In other cases, a trademark becomes a brand by being born into an "aristocratic family" - a famous company. At the same time, its characteristics can be especially outstanding. Some companies, trying to get the image of a well-known company, create so-called pseudo-brands. The technology of their creation is to make the new brand resemble an already known one and evoke positive associations among the consumer. A textbook example of this kind was the brand of a computer manufactured by the American company Compulink, called CLR, which resembles the well-known brand ALR. The craving of consumers for prestigious brands is so great that it has even been dubbed "brandomania". Some small manufacturing companies sell their products under the brand name of well-known trading companies, and small trading companies prefer to act as distributors (especially exclusive ones) of popular manufacturing companies, brand carriers, called vendors. It should be noted that the current trend is too strong a roll towards branding. Some argue that the classic cornerstone of competitive advantage is no longer relevant. 22. CONCEPT OF CORPORATE CULTURE AND FIRM STYLE Concept "corporate culture" includes a set of special, original external and internal identifying features that are unique to this organization. Corporate culture can be defined as a set of opinions shared by members of the organization, standards of behavior, moods, symbols, attitudes and ways of doing things that determine the individuality of the company. Below are the elements of this complex. 1. Uniting and separating norms - something in common among the members of this team, which helps to easily distinguish "us" from "strangers". 2. Orienting and guiding norms: - attitude towards "ours", "strangers", equals, inferiors and superiors; - values, needs, goals and ways to achieve them; - complexes of knowledge, skills; - typical for this team ways of influencing people, etc.; - traditions, rules of conduct and service; - corporate symbols, heroes, legends that they are proud of and that they are guided by. So far, surveys show that Russian companies form corporate culture only 20% consciously and 80% intuitively and imitatively. Functions of corporate culture: Formation of the original image of the organization. Strengthening the involvement of staff in the affairs of the organization and devotion to it. Cultivating a sense of community among all members of the organization. Strengthening the system of social stability in the organization, ensuring standards of conduct. Formation and control of forms of behavior and perception that are expedient from the point of view of this organization. Elements of corporate culture of the organization According to the interviewed leaders, corporatism includes: - professionalism of employees; - devotion and loyalty to the company; - material and moral incentives to encourage qualified specialists. Employees perceive corporatism as: - friendly relations with colleagues; - the possibility of professional growth; - material benefits and rewards; - congratulations to employees on promotion, birthday or professional holiday (genuine or invented); - a sense of belonging to something significant; - awareness of the staff about the plans and state of affairs in the corporation. Almost the only criterion for loyalty to the chosen corporate policy is staff turnover. Turnover can be high not because of low salaries, but because of a bad psychological climate, an ill-conceived corporate culture. 23. CONCEPT OF FIRM STYLE Form style - this is the visual and semantic unity of the entire image of the organization, its goods and services, all the information emanating from it, its external and internal design. The first thing we encounter when visiting any enterprise is the appearance of the building and its interior decoration. This "packaging" creates the first, most powerful impression, forming an opinion about the company, its reputation. The elements of corporate identity are: name, logo, trademark, corporate colors, slogan. Name especially important when entering new markets. It should be short, clear and easy to remember. Unfortunately, the mentality of Russians is such that they are mostly attracted to foreign goods. Therefore, our producers tend to imitate "foreignness" and take names that do not say anything to the Russian ear. As a result, the name of the company or the brand of the product is not remembered, and this reduces advertising through "word of mouth". In this case, we can advise you to do the following. For products where the brands are not visible (underwear, suits, bread, etc.), you do not need to bid on them. It is better to try to make known the name of the enterprise through the simplicity of its memorization. Logo - this is a duly approved graphic representation of the name of the enterprise or brand of goods. Often, a company will order a special original font for the name from designers, which will further help to stand out from among competing names. Trademark - this is an original graphic image approved in accordance with the established procedure, which is a brand name, an emblem of an enterprise or a brand of goods. The role of a trademark can be played by a logo or an abbreviation. However, a trademark that does not contain letters cannot be called a logo. Corporate colors registered, as a rule, together with the logo and trademark. To avoid variegation, it is better to use no more than three colors. Tagline is a constant advertising slogan. Translated from ancient Gaelic, this is "battle cry". Registered corporate identity elements carry the ® and ™ icons. It should be noted that the ™ (trade mark) sign is not used in Russian practice, since the concept of "trade mark" is not formalized. Depending on what image the company cultivates, a corporate style of clothing and behavior in serving visitors is also developed. It can be underlined strictness, or it can be an uninhibited style with a lot of humor and slang. In general, the entire appearance and clothing at work cease to be a personal matter of employees. Each employee must take into account not only personal comfort, but also the reputation of the company. 24. CORPORATE PR DEPARTMENT There are usually a number of reasons for forming a corporate PR department: PR activities are ongoing. The corporation is expanding rapidly, the coordination of PR actions of the central and subsidiaries is required; The marketing department of a large company has its own strong, versatile specialists who are well versed and know the PR market. But the increasing workload requires leaving other areas of work and focusing only on public relations; specialists in high-tech business areas often face a problem: advertising texts received from third-party agencies are incorrect. In a third-party PR organization, the author who has mastered the specialization is often promoted or transferred to another project. Therefore, it is best to have such a specialist in your own staff. The disadvantage of such a solution is the possibility of the author to "burn out", working in one area at a monotonous job; your PR managers are available at any time. Tasks, functions and structure of the corporate PR department are determined by the general goals of PR activities discussed in topic 1. Of course, each organization or individual formulates its own specific tasks in the field of public relations. In accordance with the tasks and type of activity of the corporation, a large PR department can be divided into several functional groups: - planning; - research; - creative; - relations with the media; - work at exhibitions; - work with partners, investors, shareholders; - work with the population; - work with government officials; - coordination of work with regional offices; - presentations and press conferences; - Intercompany public relations. The group should be led by a leader who is accountable to the head of the unit. In principle, corporate PR departments are organized like independent agencies, but may take different forms. The head of the department may report either directly to the general director, or the president of the corporation, or the director of marketing and advertising. As needed, the PR department turns to an advisory agency or to certain third-party specialists to perform special tasks. If the PR department is large enough, then sometimes a PR agency is organized on its basis, which takes on the service of external non-competitive clients. Such an agency may also maintain its own accounts, make payments and collect fees, but in most cases, the central accounting department of the company is used to perform these functions. 25. CHARACTERISTICS OF THE RUSSIAN PR-SERVICES MARKET The peculiarity of this market is that free enterprise and the democratization of political life are only in the development stage. The consequence of this is not too wide demand for PR services. As a result, few representatives of the consulting infrastructure risk positioning themselves as highly specialized firms exclusively for public relations. More often PR services are advertised full service agencies as related along with such as marketing and advertising. The highest place in the hierarchy of domestic advertising and PR agencies is occupied by the so-called network agencies. They are Russian subdivisions of the world's largest advertising networks and provide advertising support to the world's largest producers of goods and services. Network agencies operate most of the total domestic advertising budget. However, there is increasing competition major Russian agencies (by origin and capital), communication groups. They are holdings that include advertising, PR agencies, design studios, printing companies, etc. These two groups of agencies provide the entire technological advertising process: from the development of creativity (creative concepts) to the placement of advertising and PR materials. They occupy dominant positions in the market, dictate their own rules of the "game" and are the main contractors of both the largest advertisers on the Russian market and state (government) institutions. Numerous medium advertising agencies work mainly on orders of medium and small businesses, as well as municipal and regional authorities. They cover 10-15% of Russian advertisers. These agencies are characterized by the presence of one or two large (by the standards of these agencies) clients, on which the life of the agency itself directly depends, as well as a certain number of small and episodic customers. Such agencies are distinguished by high client orientation, sufficient professionalism and, if circumstances are successful, they are able to move into the second group of this typology. Widespread in the early 90s. category small agencies is now clearly declining. The reason is the lack of their own specialists, technological base and smaller discounts that they can receive from the media. Such agencies are engaged, rather, in intermediary services and the search for inexperienced customers. Specialized Agencies specialize: 1) on the performance of certain functions (for example, on the purchase of space and time in the media); 2) on the analysis of certain audiences (for example, national minorities or youth); 3) on the study of certain industries (for example, health care, computers, agriculture or business communications); 4) in different areas of PR: corporate culture; form style; printed products; TV; radio; press; presentations. 26. FUNCTIONS AND TASKS OF THE PR-SPECIALIST IN WORKING WITH MEDIA RELATIONS The main function PR specialist: 1) promoting the creation and strengthening of positive public opinion regarding the organization; 2) participation in anti-crisis management; 3) development and implementation of measures to neutralize rumors and provocations that accidentally arise or deliberately created by competitors ("black PR"); 4) strengthening the corporate culture and intracompany communications of the personnel both vertically and horizontally. The listed functions of a PR specialist determine it tasks: 1) identification or creation of informational occasions for media messages that are advantageous in relation to the image of the organization; 2) development and implementation of measures to strengthen the image of the leader-manager; 3) study of the essence of the business, as well as the activities of their organization; knowledge of the assortment, the main competitive advantages of the company, its products and services; 4) analysis of the situation in this market, in the field of activity of their organization; in-depth study of the advantages and disadvantages of the closest competitors of your company; 5) a clear orientation in the media market, in terms of prices for media carriers; face-to-face knowledge of key figures in their profile information field, influential journalists and editors-in-chief; 6) studying the editorial offices of target publications and media channels to determine their founders, as well as the political and financial groups behind them; 7) formation of a clear idea of which media are friendly, neutral or hostile in relation to their organization; 8) dissemination of information for the media in the form of image brochures, bulletins, annual reports, press releases; 9) organization of responses to requests from media representatives; 10) preparation of materials for press conferences with mandatory control over their results; 11) tracking current messages about a given market or field of activity of their organization; prompt informing top management. In the press center itself, it is necessary to file all received press materials; 12) taking the necessary measures to correct errors in statements, as well as making appropriate rebuttals; 13) increased attention to influential journalists and editors of publications, television and radio programs, reminding themselves of themselves in one way or another; 14) indispensable participation in information conferences on media issues; 15) frequent rotation in media circles in both official and informal settings; 16) supplying journalists with interesting information and facts from any spheres; 17) preparation of materials for publications in specialized and industry publications, as well as for speeches by their leaders at public events of various ranks; 18) organizing public opinion polls among both external and internal audiences in relation to the organization; 19) facilitating two-way communication between administration and staff; 20) systematic analysis of the work of the company's press center, using a regular survey of journalists. 27. DIFFERENCES AND SIMILARITIES IN THE JOBS OF THE PUBLIC RELATIONS OFFICER AND THE PRESS SECRETARY The general goal of both specialists is to create and strengthen a positive public opinion regarding the organization. However, the functions of the press secretary are somewhat narrower. He mainly focuses on external public relations through the media. He is usually not assigned to work with personnel. Unfortunately, in Russian conditions, the work of a press secretary often consists of security functions, which causes a sharply negative reaction from the journalistic community, striving for the transparency of the organization. Often, press secretaries take on unusual duties to limit their leader from unwanted questions, filtering not only "uncomfortable" questions, but also unwanted media representatives. All this negatively affects the image of the company. It should be noted that press secretaries of high officials and politicians are more than PR managers, invested with power and tacit powers due to their personal closeness to an influential person. Organizational structure of the corporate press center should correspond to its functional purpose and include positions: - image makers; - newsmakers ("news makers"); - analysts; - sociologists; - text writers; - photographers and cameramen; - secretariat; - technical staff for working with information. We add that such a service requires highly qualified Internet specialists. Types of temporary press centers that are needed to regulate media relations and coverage of events in the following cases: - international and important for the public major national scientific, economic and socio-political symposiums, forums, conferences, meetings, summits, sessions; - congresses of major parties; - international and major national exhibitions and fairs; - international festivals of youth and students; - major sports competitions and olympiads; - international theater and music competitions; - film festivals. The effectiveness of a significant event largely depends on the level of organization of the press center. Everything should be thought out for the most complete technical and informational support for media representatives - from the announcement of the event to the final press conference. Any dissatisfaction of journalists - from living conditions to the organization of a press center - can reduce the effect of an expensive event. 28. INTERNATIONAL COMMUNICATIONS IN RELATIONSHIPS WITH STAFF One of the main goals of PR is to form the image of the company in the eyes of its own staff. Any employee of the company is a relay of information about the enterprise to the external sphere and, in essence, to some extent its image maker. It is very important that each employee identifies himself with the enterprise, lives by corporate interests that would coincide with his own. Useful internal forum and blog (blog - magazine). They can initiate statements (with ethical restrictions) of employees of their opinion on any corporate issues. The forum is also effective within the corporate culture. Having praised the employee "publicly" on the forum, the manager additionally stimulates him. PR employees have to fight and with negative rumors spreading in the community. Hearing is an informal and uncontrolled means of communication. It carries more exciting information, as it occurs when there is no clear and truthful information on this issue. Rumors predominate among the sources of information in many Russian organizations. If the rumor matches the expectations of the group in which it falls, it is very difficult to level it. Exists the effect of "the desire to confirm the rumors", i.e., employees are looking for confirmation of the rumors in the ongoing events and, without knowing it, provoke the realization of the rumors. The most effective way to eliminate them is to fill the information vacuum, providing access to the necessary information. To prevent the negative impact of rumors, it is important to provide information gradually, smoothing out sharp corners, slightly opening the veil of mystery. Effective methods of dealing with rumors are the spread of counter-rumours, or the disclosure of real information by the leader of the organization. Effective systematic sociological surveys at enterprises to monitor changes in the psychological atmosphere, determine the necessary innovations in the field of relations between management and personnel: 1) identification of the level of identification of personnel with the enterprise, its mission, strategic and current programs; 2) studying in the dynamics of the system of relations between the management of the enterprise and the team, assessing the opinions of employees about managers; 3) analysis of the employee promotion system, conditions for changing wages; 4) the study of positive and negative aspects that arise in the team when evaluating the activities of the enterprise, its management; 5) Finding out the extent to which employees trust the management of the company. Interrogation on clarification of intracompany public opinion. This is one of the most versatile and effective methods for identifying problems. Surveys are conducted either through personal interviews or through questionnaires sent by mail. Responses are recorded either in open or anonymous form. 29. COMMUNICATION PROBLEMS IN ORGANIZATIONS We note two important communication problems, existing within corporations: Employees consider their immediate supervisor to be the main source of information for themselves. Not receiving enough information from him, they look for other sources, which leads to the birth of rumors that distort the real situation; the leading management of the company for the team, as a rule, is "invisible". This is the mistake of the leaders of many companies, who believe that they can really manage people without communicating with their own staff. Terms of cooperation and interaction in the team should be characterized: - confidence in each other and trust between the manager and the employee; - free movement of information both up and down the hierarchical structure, as well as well-established horizontal channels of communication; - Satisfaction of team members with their status, ensuring their active participation in the company's activities; - constant cooperation in work without struggle and intrigues; - good psychological climate; - positive achievements of the enterprise in the market; - optimistic estimates of the company's future. Basic PR principles for internal relationships determined by a number of essential provisions. 1. Recognition of the positive contribution of employees to the success of the enterprise. 2. Encouragement, approval. All research in the field of communication management proves that the most important stimulants are money, as well as various privileges provided to employees. In addition to them, there is another important factor, such as simple praise. 3. Freedom of expression by employees of their own opinion on all management issues, including justified criticism of management. 4. Blurring the lines between management and ordinary employees in terms of privileges. 5. Priority of internal communications over external ones. The worst thing that can happen to a company is when its employees hear bad news from a newscast on television. 6. Direct and indirect involvement of employees in the management process, identifying and taking into account their opinions, positions, as well as the ideas presented by them. 7. Awareness about the plans of the organization. Employees of any company always strive to know in which direction their organization is moving and what their real role is in this process. 8. Mandatory fulfillment of promises given by the company's management. 9. Meeting the needs of employees for personal attention; badges allow them to address each other by their first names. Colleagues get to know each other faster, which contributes to the formation of a favorable psychological climate in the company. 30. PRINT MEANS OF INTRA-CORPORATE COMMUNICATIONS To increase the effectiveness of printed means of intracorporate communications, it is recommended a number of rules. Information for personnel, in principle familiar with the company, should be relevant and news in nature. Therefore, printed materials should be published regularly. To reduce the cost of publication, some of them may contain advertising. Therefore, the form of submission of material should meet the interests of the advertiser. The selection of information should take into account the possibility of getting it to competitors. Everyone should be able to ask editorial questions. Internal publications provide an excellent mechanism for feedback, since employees do not always resolve to discuss conflict issues when meeting directly with their manager. Features of fixed assets of printed intercompany communication: 1. News bulletin is the most commonly used form of internal periodical publication. 2. Wall newspaper. It is important that as many employees as possible express their attitude to the issues that concern them: news, problems, events, activities. 3. Annual Report is an effective PR tool. As a result of the announcement of specific figures and facts, employees get a complete picture of the ready results of the development and growth prospects of the company. 4. Electronic digests more and more popular nowadays. 5. Bulletin boards. Graphics, photographs, decorative elements, color schemes, etc. are used to increase their attractiveness. Regular and timely updates of information by the appointed PR manager are extremely important. 6. Campaign posters are usually placed on the walls or columns inside the working premises. They usually remind about: corporate mission; glorious traditions; goals set for the unit; labor discipline, etc. 7. Brochures, manuals, handbooks can be divided into three types: a) general literature (for new employees, student practitioners or visitors); b) reference literature to provide employees with specific information on a particular important issue; c) institutional literature - serves to understand the philosophy of the organization; describes its values, principles of functioning (management). It can describe the celebration of anniversaries, the presentation of awards, talk about the history, successes of the organization. 8. Letters imitate direct, personal communication of leading leaders with target audiences in a colloquial, personal manner of communication. 9. Congratulations. Special programs can automatically track the direction of congratulations on birthdays, holidays and anniversaries. 31. MEANS OF PERSONAL CONTACT 1. Meetings, meetings. By bringing people together, enabling them to speak and listen, two-way communication is guaranteed. This also includes one of the most effective ways to discuss and generate new ideas - the "brainstorming" method, which allows you to constantly maintain team spirit in the team. 2. Visits and meetings of senior management of all primary teams. They must be carried out at least once a quarter; the occasion for meetings can be, for example, congratulations on national and corporate holidays, achievements and awards of the entire unit or its individual members, anniversaries of leaders and heads of these units. 3. Participation of management in corporate events. Audio and video intercompany communication tools include telephone connection; computer systems for information exchange; satellite connections; electronic bulletin boards. "Hot lines". This is a free phone by which any employee or product consumer can express their opinion and express wishes. Telecommunication technology while quite expensive, but it is much cheaper to hold meetings with distant branches than to meet everyone in one place. With computer communications the same meetings can be held. Communication through a computer allows meeting participants to express their opinions in turn and eliminates the influence of the boss. The disadvantage of this method is the distraction of participants by reading statements. Video films. A ten-minute video of an executive talking about a new company policy is perceived to be more intelligible than a long article. Especially if he has a noticeable charisma. Teleconferences. The technological advantages of satellite communication have expanded the possibilities for various performances and meetings. Speeches by keynote speakers who do not have time for personal presence can be broadcast via satellite telecommunications. Simultaneous business meetings in several cities can be related in the same way to speeches shown on large-screen television equipment. Domestic television helps to discuss the video material in the process of its broadcast, which helps the emergence of new ideas, various innovations. Be that as it may, but from the point of view of public relations, personal contacts of the staff both vertically and horizontally are preferable. Quality mugs. These are groups of employees or workers of the same department who voluntarily meet at regular meetings, usually for 2-3 hours on weekends, to discuss quality problems and develop ideas for maintaining or improving it. In Japan, such circles cover about 10 million people, which gives an annual effect of 2025 billion dollars. At the same time, company management provides financial and moral incentives for the active participation of each employee in the activities of quality circles. 32. CHANNELS OF OUTPUT TO VARIOUS PUBLIC AUDIENCES Types of media used in PR: Traditional mail when using mass mailings (direct mail. Phone. Fax machine (fax). E-mail (E-mail). Personal computer (PC). Computer networks. Advantages of letters and mailing lists: 1) the postal item (envelope and letter) can be originally designed in a corporate style that contributes to a better recognition of the sender; 2) the corporate, image function of the postal item lies precisely in its relatively high cost; 3) letters are indispensable when the recipients have no other means of receiving a printed message (fax and computer). Disadvantages of letters and mailing lists: 1) relatively high cost; 2) relatively low delivery speed; 3) the possibility of losing a letter in the mail or its unauthorized removal; 4) the possibility of damage to the letter on the way, the loss of its "presentation"; 5) the attitude of recipients to them as to "waste paper". Advantages of telephone communication: 1) relatively low cost of operation and repair; 2) efficiency of communication; 3) interactivity of communication; 4) the ability to feel the mood of a partner by non-verbal signs; 5) the possibility of non-verbal influence on the partner. Disadvantages of telephone communication: 1) not all recipients have a telephone; 2) not all databases contain phone numbers; 3) from 50 to 70% of telephone conversations do not reach the goal; 4) a telephone conversation can be overheard and recorded; 5) a phone call can take you by surprise, and the manager will make an unfavorable impression. Benefits of Email (E-mail): 1) high efficiency with a fairly good telephone line and the quality of services of the Internet provider; 2) the possibility of an immediate response to the message after receiving it; 3) relatively low cost of communication. 4) the ability to send a message to several recipients at once. Flaws Email: 1) the need for expensive computer equipment; 2) mandatory telephone connection; 3) obligatory connection to the Internet; 4) the possibility of receiving unwanted advertising (spam); 5) the possibility of leakage of confidential information. 33. THE CONCEPT "DATABASE OF TARGET MEDIA" The target media database is a systematized information about those media that: a) are read by the target audiences; b) target audiences do not read, but they are so influential that they "make the weather" in public opinion among all media, including those that are read by target groups. In principle, the more complete the data for each medium, the more efficient the database. It is more convenient to form a database in accordance with the media classification, which can be carried out according to several criteria: - friendliness: friendly, neutral, hostile; - by geography: central, regional, local; - functional profile: socio-political, infotainment, advertising and reference, specialized, industry, scientific and technical. The media database in each classification may contain: - title; - rating in its classification; - year of establishment; - data on the founders; - details (address, telephone, fax, e-mail address, Internet address); - declared circulations; - volume in strips (pages); - the number of subscribers, coverage of viewers, listeners; - averaged "portraits" of readers or viewers; - color: black and white or color; - geography of distribution of the publication; - distribution channels; - titles of rubrics or programs; - frequency of release; - information about editors-in-chief, executive secretaries, secretaries, their "agents of influence" and journalists: their brief psychological characteristics, home and mobile phones, lifestyle, habits, hobbies, birthdays, marital status, etc.; - proximity to certain political and financial groups. 34. SELECTION AND EVALUATION OF THE EFFICIENCY OF THE USE OF COMMUNICATION MEANS General selection principle means of communication is their ability to serve the achievement of the goals of the PR event and program. The main criteria for assessing this ability are: - the size of the target audience; - degree of coverage of target audiences by communication; - rating of the edition or program of the broadcasting channel; - efficiency, or speed of coverage; - the comparative level of the cost of using communication; - the level of relations with this media outlet, its management and journalists. Performance evaluation PR-actions, as mentioned above, are quite difficult to carry out. Recall that, unlike advertising, PR does not directly, "head-on" stimulate sales, sales or the election of a politician, but unobtrusively, as if insinuatingly forms an image, a benevolent attitude. Such a gradual "education" requires patience and time. In addition, measuring the effectiveness of a PR campaign is difficult because in business, for example, marketing communications involve the entire range of communications, including advertising, sales promotion, propaganda, direct marketing, personal selling, and the same public relations. Therefore, it is difficult to assess separately the contribution of each of these promotion tools. To obtain more reliable data on the effectiveness of a PR campaign, strictly speaking, it would be necessary to conduct experiments in such a way as to exclude the influence of other factors. For example, choose two similar regions and simultaneously carry out the same marketing communications in them. But at the same time, a PR campaign should be carried out only in one of them. The effectiveness of a particular PR campaign is recommended to be investigated using measurements of the popularity of the promoted object. Prior to the start of PR campaigns, surveys are conducted to establish the initial level of fame and attitude towards the corporation or individual. In the middle of the campaign, these indicators are examined with the help of monitoring in order to make some adjustment in time. Polls at the end of the PR campaign will show its effectiveness in the final results. 35. MEDIA RATINGS In essence, rating is a measure of popularity, and hence the advertising power of specific media. In the Russian Federation, ratings can be determined using marketing research carried out by companies and agencies: Russian Research, Romir Gallup Media Russia, Comcon-2, VCIOM, RosMediaMonitoring, GfK, etc. The leading company in the field of telemetry today is Gallup Media. A common problem for all studies is the heavily inflated media circulation and audience. Comcon-2, Russian Research, Gallup, and others are continuously measuring TV audiences using a diary panel. This is a sample of people constantly participating in the measurement, who fill out special diaries about what they watch on TV or listen to on the radio. For TV and radio, the concept is used "rating". The on-air rating is a quantitative assessment of the audience (as a percentage) that has seen or heard a particular program. For the press, the term "coating" . Outdoor advertising characterizes "show". To obtain estimated data, a sampling procedure is resorted to, which, with a given accuracy and reliability, will represent the entire population. The average rating is obtained as follows. Each viewer who connects to the channel during this program, advertising block, during this time period is assigned a certain weight depending on the duration of viewing. The viewer who watched the program from beginning to end is assigned a weight of "1". Watching half the time - weight "0,5", etc. Then the sum of the weights is calculated and divided by the number of respondents - members of the target group. The media weight of an advertising or PR campaign is determined by summing up the audience for each ad output. GRP (Gross rating points) - total rating, or the sum of the ratings of all advertising outlets in all media. The total rating is the number of exposures as a percentage of the population. TRP (Target rating points) - directed (target) total rating. The same as GRP, but not for the entire audience, but for the target group. Reach (in percentage) indicates what part of the audience will be able to see this advertising message. Frequency shows the average number of times that audience was reached. Relationship between coverage, frequency and GRP. The total GRP rating (or 7RP) is the product of reach and frequency. It expresses the total percentage of the audience that will be reached 1 or more times. So, the more people and the more often they turn to this media, the higher the rating of this tool. The larger, more famous the company or politician, the more interesting they are to the central media. In turn, the larger the goals of PR subjects, the more they are interested in mentioning themselves in the media with a wide and diverse audience. An organization whose activities are limited to local interests will use local media to inform the local public. 36. GENERAL CHARACTERISTICS OF THE RUSSIAN MEDIA AND RECOMMENDATIONS FOR WORKING WITH THEM One of the main features of the domestic information infrastructure is the absence of truly independent media in Russia. None of the media has such a strong financial base to afford an independent point of view. Newly created media are rarely conceived by their creators as a commercial enterprise that promises profit. However, there are no rules without exceptions. Of the capital's media, the private news agency Interfax, which is a successful competitor to such a state giant as ITAR-TASS, has come closest to the concept of true independence. Public relations in Russia is primarily relations with the authorities and the media, but not with the public. Thus, having lost the totalitarian-centralized Soviet scheme of organization, the Russian media have completely retained their politicization. They serve primarily the political interests of various groups. Of course, the struggle for large property and markets also needs PR support through controlled media. In the capital, it is recommended to get in touch with the organization or the owner of the media holding in order to receive the most favored nation treatment in the media belonging to him. The same person will need to be contacted in order to get access to state structures to lobby their interests. No even the most powerful corporation can survive alone. She is a member of various informal unions that have their own service media. Almost all mass media have official or unofficial rates for various kinds of hidden advertising and propaganda. Unofficial services of this kind are paid for in "black cash" or in the form of an unspoken "barter". For specialists, this type of service from the media is called jeans 2. The role of the media in lobbying - official or unofficial - is extremely high. Under conditions of democracy and openness, media stimulated in a certain way can raise such a "wave" in public opinion that they force the authorities to make decisions that are beneficial to the customer of such a campaign. Almost all national media outlets have an internal "censor" - a department responsible for monitoring material containing hidden advertising (referred to as "jeans"). It is unprofitable for publishers that only a performing journalist benefits from "jeans". Therefore, it is better not to try to push the material through a familiar journalist, but to negotiate with the editor-in-chief or with the one who really makes the decisions. It is not always necessary to give ready-made articles for publication. Sometimes it is enough to deliver news, and journalists will write articles. Organized "information leak" became a very popular technique. But professional public relations specialists should not abuse such methods. Otherwise, they can undermine the trust of readers. It should be borne in mind that the journalist should receive a clear answer to the request no later than 2-3 hours later. 37. ARTICLES IN INDUSTRY OR CONSUMER MAGAZINES. RADIO AND TELEVISION. MEANS OF COMMUNICATIONS IN PROBLEM AND CRISIS SITUATIONS In addition to the central and local press communication with technical and industry publications is important. Trade editors often find themselves in a difficult position due to a lack of news and information on new technologies, new raw materials, trade events, and lack of information about individual businessmen and specific transactions. In technical publications, they prefer to receive finished articles from company specialists. Successful articles about the organization or on behalf of it increase its weight in society and make its specialists recognized as experts. It is better for a local firm to publish in the local press. Often, specialized publications do not pay royalties, believing that authors should be satisfied with making a name for themselves and their organizations. It is necessary to use the slightest opportunity to get on the TV screen. Especially if you are invited for free. Such chances are higher for those who lead large organizations, and for experts whose publications have aroused interest in content and original, witty presentation or an unhackneyed topic that is of interest to the public. TV provides an excellent opportunity for sponsorship. On the radio PR-actions usually take the form of interviews, discussions and the same "round tables". Recently, games and contests have been very popular on the radio. During their conduct, representatives of the organization are present in the studio, who ask questions to radio listeners and evaluate their answers. Prizes can be both money and goods and services, more often from the assortment of the customer of the PR event. Another informational reason for speaking on the radio is the announcement of a socially relevant topic and an invitation to the role of an expert of a representative interested in publicity. At the same time, a "hot" telephone line is announced for interactive contact with the audience. During the program, the host repeatedly introduces the guest and his organization so that they are remembered by the listeners. In such situations, the following proven methods of working with the media are usually used: 1) organizing briefings and press conferences for journalists; 2) publishing press statements; 3) organization of participation in radio and television interviews; 4) organization of responses of independent experts in the media to neutralize the negative resonance; 5) taking measures to discredit sources of rumors; 6) publicity through the media facts of unfair competition, if the problems were caused by the actions of competitors; 7) publication of explanatory information on the corporate website; 8) distribution of personal explanatory materials to large buyers and consumers, shareholders and business partners. 38. PRESS RELEASES By the definition of A. Krivonosov, press release - "an official communication issued for publication in the press or distribution through broadcast communication channels by the headquarters, press bureaus of various organizations." The benefits of a press release include: - informative, since the content of the press release is a statement of facts without any commentary; - relevance due to the novelty of the information contained in it; - reliability (accuracy) based on the official nature of the source of information; - specificity resulting from linking the content of a press release to a strictly defined information occasion (event, fact); - brevity, because a press release is primarily an operational news PR document; - simplicity and speed of preparation; - universality, meaning the suitability of a press release for creating a wide range of secondary (journalistic) materials; - manufacturability, which is facilitated by the increasingly common practice of handling the electronic version (file) of a press release; materials in the editorial office are transferred on a diskette, CD or by E-mail; The content of the press release must meet the following requirements: - one-darkness (the focus of all content on a single event or fact); - obligatory form of presenting information according to journalistic canons: "who", "what", "where", "when", "how much", "why", "how"; - highlighting the content quintessence in the lead paragraph (subtitle) that precedes the main text; - placing in the first lines the most important event and factual information; - presentation of events (facts) in direct chronological order; - the removal of secondary, reference information into an independent section, which, however, is not devoid of a close logical connection with the main text. 39. CONTENT OF THE PRESS RELEASE Consider the basic requirements for the structure, details and design of a press release. Elements of the textual structure of a press release: 1) introductory text, including: title; subtitle (lead paragraph); 2) main text (as a rule, numbering from one to six paragraphs, not counting the lead paragraph); 3) service part of the text, including: reference information; contact information. The title must: briefly and accurately reflect the topic - the essence of the information occasion and the events or facts that formed its basis; if possible, consist of short, bright and unambiguous words; not be excessive and generally limited to five to seven words. Subtitle or lead paragraph serves to more quickly "immerse" the reader in the essence of the main text. The core element of the press release structure is main text. "Text blocks" of the main text - paragraphs. Each of them should reveal only one independent thought, a fact. In general, a press release consists of two to four paragraphs, each of which includes three to four short (less often one or two longer) sentences. The main part of the text should contain both the background of the issue and the prospect of its development. Contact information includes: standard courtesy formula ("We would be happy to provide you with additional information about…" or "Thank you for your interest in this press release. We are ready to provide you with additional information about…"); specific instructions on how to contact authorized persons who can provide additional information. Most Common news items are: summing up the results of the economic activity of the enterprise for a standard period of time (a year, half a year, a quarter) - four press releases; bringing new products (goods, services) of the enterprise to the market - three press releases; establishment of an enterprise (its branch, representative office, subsidiary, etc.) or entry into a new market - three press releases; changes in the conditions of economic activity associated, for example, with the planned commissioning of new production capacities (spaces), the introduction of more advanced technologies or models of equipment, or the conditions for the provision of services (sales of goods) (two press releases - "announcing" and "final"); statements, speeches and interviews of the company's management ("corporate" press release); participation of the enterprise in special business events: conferences, exhibitions, presentations, marketing promotions, tenders, auctions, etc. ("announcing" and "final"); participation of the organization in charitable events ("announcing" and "final"); the conclusion by the enterprise of large, important business agreements; significant personnel changes. 40. OTHER WORKING DOCUMENTS Information note (background), in essence, reflects the most important facts and characteristics of the PR object: the time of registration of the organization; founders; mission and activity profile; development dynamics; current financial position; amount of workers; major partners; achievements, awards, etc. Print interview may take the following forms: 1) face-to-face - at a personal meeting or by phone; 2) in absentia - when the respondent answers the questions submitted in advance in writing in writing and gives the journalist ready-made answers; 3) combined - when the respondent is familiar with the questions before meeting with the journalist; 4) virtual - when a journalist receives facts ("texture") on a topic of interest, on the basis of which he builds material in the form of an interview, which actually did not exist. News bulletin (Newsletter) can be issued with a certain frequency or go out as needed. It usually has content like "what's new?". Quarterly information and analytical report designed to: show the openness of the organization; • highlight quarterly changes in market or policy positions; • describe internal corporate events; • show changes in external relations; • analyze the causes of certain changes. Biographical information is intended to inform interested audiences about the biographies of politicians, administrators, top managers and leading specialists of the organization. Most often, such certificates are issued regarding new appointments in management structures. Rebuttal Article by definition, it is designed to eliminate the consequences of problematic and crisis situations, as well as unfair competition. Very often, such denials have to be issued about "black PR", which uses distorted facts or a biased selection of negative information from personal biographies and corporate history, as well as juggling and spreading rumors that damage the image of assumptions and conjectures, etc. Invitation to PR event - a document that is distributed in advance (sometimes several months in advance) containing an invitation to an exhibition, press conference, presentation, anniversary celebration, open day, etc. It contains a personal appeal (preferably), date, time and place of the event , the reason for the action, its program, the list of participants, the main speakers, information materials that the invitees will receive, information about the accreditation of journalists. Media kit (press kit) - set, kit, media package. Contains: press release, background, biography, photo, video or audio cassette, fact sheet with tables, diagrams, figures, graphs, materials with speeches of conference participants, etc. Photo collections and photo reports are important documents confirming this or that event and fact. 41. PRESS CONFERENCE Press conference - this is a PR event, the purpose of which is direct personal contact of the public relations object with media representatives to demonstrate something or someone and answer questions. A press conference will be more effective if its organization meets a number of rules. 1. A press conference is more useful in those cases when it is necessary to demonstrate some samples, objects, introduce individuals (in this it is similar to a presentation). Or in the case when it comes to an important topic on which the journalists present may have questions. 2. Press conferences also provide an excellent opportunity to convey background information "informally". If you warn journalists that this information is "unofficial", then it will sooner get on the air and in the press. 3. If you need to urgently notify the press about the press conference, you can call the editors of the news departments personally. 4. The first invitation to a press conference, as a rule, is sent out a week in advance. The second - two days before the press conference. Not later than a day before the press conference, it is advisable to make a control call to the media, at least the key ones. 5. Care must be taken that there is no overlap and that the press conference does not coincide with some other important event that may divert the attention of journalists and obscure the press coverage of the press conference. 6. It is necessary to make special arrangements with monthly publications, since work on them begins a few months before the release. 7. The large logo of the organizer of the press conference located behind the backs of the "presidium" will increase the effect of it, especially if the material about it goes on TV. 8. The planned duration of the press conference is 30-60 minutes. A shorter press conference (15 to 30 minutes) is called an operational briefing. It is better to hold it standing up, without seating journalists, as well as newsmakers. To determine the effectiveness of the cycle of events around the press conference, press clipping is carried out - control and analysis of materials published in the media. 42. TYPES OF WORKING ACTIVITIES Site visits When it comes to a major event, invitations, as a rule, are sent to central, local, industry and technical publications, radio and television companies. It is not necessary to provide free travel, but it is usually done when visiting industrial sites. The invitation must specify the deadline for reporting the answer. After the invitations are accepted, they must be confirmed. The fact is that the organizers must prepare for the guests an appropriate number of seats in the conference hall, in transport, in hotels, cutlery and places, as well as handouts. In the production room, microphones should be placed in one or more places. Guides can also be provided with megaphones or other simple devices. Guides should have badges with names so they can be easily identified. Folders with materials can be distributed at the beginning or at the end of the tour. internal newspapers. Multi-circulation. This tool of internal PR was brought to us along with American technologies in the 30s, during the era of industrialization. Another thing is that in our newspapers there has been a bias towards the common places of the party ideology to the detriment of the topical problems of the collectives. The main task of a large-circulation newspaper for internal use is to create a feeling of a single family in the team, to strengthen confidence in the leadership; clarification of the organization's policy; attracting employees to cooperate with the administration; awakening their interest in the affairs of the organization. For the benefit of the organization, it is necessary to provide a place for employees to express critical comments both to the administration and to the entire team. Multi-circulation for external use should be distinguished by topics that are interesting to customers of the enterprise, and higher quality paper and printing. Practice shows that it is best to have three or four printing houses in the asset and entrust them with work in accordance with their capabilities and specialization. Never accept bad typography work. Carefully study signal instances. If you find serious errors or defects, demand their correction. With the help of your good office equipment, you can issue press releases, brochures, prospectuses, letterheads and annual reports. 43. PRI AND THE LAW OF THE RUSSIAN FEDERATION "ON MASS MEDIA". RIGHTS OF CITIZENS Freedom of the media. In the Russian Federation, the media are not subject to restrictions, with the exception of those provided for by the legislation of the Russian Federation on the media. Media - a periodical printed publication, radio, video programs, a newsreel program, another form of periodic distribution of mass information. Media censorship is not allowed. Inadmissibility of abuse of freedom of the mass media. It is not allowed to use mass media: for the purpose of committing criminally punishable acts; to disclose information constituting a state or other secret protected by law; to call for the seizure of power, the violent change of the constitutional order and the integrity of the state; to incite national, class, social, religious intolerance or discord; for war propaganda; to distribute programs promoting pornography, the cult of violence and cruelty. It is forbidden to use in television, video, film programs, documentaries and feature films, as well as in information computer files and software processing of information texts related to special media, hidden inserts that affect the subconscious of people and (or) have a harmful effect on their health . Founder (co-founder) of the media may be a citizen, enterprise, institution, organization, state body. Mass media registration application is submitted by the founder to the Ministry of Press and Information of the Russian Federation. Obstruction of lawful exercise dissemination media products are not allowed. The distribution of media products is considered commercial if a fee is charged for it. Products intended for non-commercial distribution must be marked "Free" and may not be the subject of commercial distribution. In order to provide evidence relevant to the proper resolution of disputes, The editorial board of a radio or television program is obliged to: save the materials of their own broadcasts, aired in the recording; • record in the registration log the broadcasts that have gone on the air; • indicate in the registration log the date and time of the broadcast, its author, presenter and participants. Shelf life: broadcast materials - at least one month from the date of broadcasting; • registration journal - at least one year from the date of the last entry in it. Citizens have the right to promptly receive reliable information about the activities of state bodies and organizations, public associations, and their officials through the media. Citizen or organization right demand from the editorial office a refutation of information that is not true and discredits their honor and dignity, which was distributed in this media. 44. RIGHTS AND OBLIGATIONS OF THE EDITORIAL The editors have the right request information about the activities of state bodies and organizations, public associations, their officials. Request for information is possible both orally and in writing. The requested information must be provided by the heads of these bodies, organizations and associations, their deputies, employees of the press services or other authorized persons within their competence. Refusal to provide the requested information is possible only if it contains information constituting a state, commercial or other secret specially protected by law. The notice of refusal is handed over to the representative of the editorial office within three days from the date of receipt of the written request for information. The editors have no right disclose in disseminated messages and materials information provided by a citizen with the condition of keeping it secret. The editorial office is obliged to keep the source of information secret and is not entitled to name the person who provided the information, on the condition of not disclosing his name, except for the case when the corresponding request was received from the court in connection with the case being processed by it. The editors are obliged respect the rights to the works used, including copyright, publishing rights, other intellectual property rights. The editors are not obliged to respond to citizens' letters. If the editors of the media do not have evidence that the information disseminated by them is true, it obliged to refute them in the same media. В refutation it should be indicated which information is not true, when and how it was disseminated by this media. A refutation in a printed periodical must be typed in the same font and placed under the heading "Refutation", as a rule, at the same place on the page as the refuted message or material. On radio and television, a refutation must be broadcast at the same time of day and, as a rule, in the same program as the message or material being refuted. Scope of rebuttal cannot exceed twice the size of the refuted fragment of the disseminated message or material. A rebuttal cannot be required to be shorter than one standard typewritten page. A rebuttal on radio and television should not take up less air time than it takes for an announcer to read a standard page of typewritten text. Moral (non-property) harm caused to a citizen as a result of the dissemination by the media of information that does not correspond to reality, discrediting the honor and dignity of a citizen or causing him other non-property harm, is compensated by a court decision for the media, as well as guilty officials and citizens in the amount determined by the court. 45. PRI AND THE LAW OF THE RUSSIAN FEDERATION "ON ADVERTISING" The Law "On Advertising" was developed by the State Antimonopoly Committee, entered into force on July 25, 1995. This Law is recognized by the European Parliament as the best in Europe. Law does not apply for political advertising, as well as for advertisements of individuals not related to entrepreneurial activities. When advertising consumers are misled by it or improper advertising has caused harm to the health of citizens, property of citizens or legal entities, or harm to honor, dignity or business reputation, not only the norms of this Law, but also the norms of civil law and criminal law (rules on deliberately false advertising) are applied. , fraud). Inappropriate advertising considered unreliable, unethical, deliberately false. Counter-advertising is a refutation of inappropriate advertising. Counter-advertising is carried out through the same medium, using the same characteristics of duration, space, place and order, as the refuted inappropriate advertising. A number of ministries and departments are instructed to provide benefits to advertisers, manufacturers and distributors of advertisements about products of domestic manufacturers. Advertising may be fully or partially subject to copyright and related rights. The advertisement must be recognizable as an advertisement (must be accompanied by accompanying advertisements: "Advertisement", "As an advertisement"). Features of advertising in radio and television programs. 1. It is not allowed to interrupt with advertising: children's and religious programs; radio shows and feature films without the consent of the copyright holders. 2. When using advertising in the form of overlays, including the "creeping line" method, its size should not exceed 7% of the frame area. 3. It is not allowed to interrupt broadcasts related to pre-election campaign with advertising. Features of advertising in periodicals that do not specialize in messages and advertising materials, are that advertising should not exceed 40% of the volume of one issue of the periodical. Terms of storage of materials containing advertising: the advertiser, advertising producer and distributor are obliged to store materials or their copies containing advertising within a year from the date of the last distribution of advertising. The advertiser and the advertiser have the right to demand, and the advertiser is obliged to provide documentary evidence of the authenticity of advertising information. The advertiser is not responsible for the content of the advertisement. The federal antimonopoly body has the right to impose fines on advertisers, advertising distributors for failure to comply in time with orders to stop violating the law in the amount of 5 minimum wages. The Criminal Code of the Russian Federation provides for criminal liability for deliberately false advertising. 46. PROTECTION OF THE RIGHTS OF CONSUMERS IN THE PERFORMANCE OF WORKS (PROVISION OF SERVICES) In accordance with the Law of the Russian Federation "On Protection of Consumer Rights", the seller and the performer are obliged to perform work or provide a service, the quality of which corresponds to the contract. Terms of an agreement for the performance of a service (work) is determined not only by its quality, but also by the term for the performance of the service (work). One of its essential conditions is the term for the performance of work (provision of services). It is established in accordance with the Law and may be determined by the Rules for the performance of certain types of work (rendering certain types of services) or the contract. The term for the performance of work or the provision of a service may be determined by a date or period. If the work (service) is performed in parts during the term of the contract (for example, maintenance, delivery of newspapers, magazines), then along with the general term, partial terms for the performance of work or the provision of services are established. The consequences of a violation by the contractor of the deadlines for the performance of work (rendering of services) are foreseen. Such violations include: untimely start of work (services); • delay in completion of work (rendering of services). In such cases the consumer has the right at its option: assign a new deadline for the commencement of work (rendering of services) and (or) completion of the performance of work (rendering of services) to the contractor; • entrust this work (provision of services) to third parties (for example, repair watches or shoes in another workshop) or perform it on their own and require the contractor to reimburse the costs of performing work (provision of services), but the cost of work (services) must have a reasonable price and documentary confirmation by a receipt, contract or other document; • demand a reduction in the price for the performance of work (provision of services); • terminate the contract for the performance of work (provision of services). The law does not define the procedure for reducing the price for a work or service. This issue is resolved by agreement of the parties, and if it is impossible to reach an agreement, by the court at the claim of the interested party. The amount of the penalty collected by the consumer should not exceed the cost of the work (service) or the total cost of the order, if the cost of a particular type of work (service) was not determined by the contract. According to this article consumer upon discovery of defects in the work performed has the right to demand from performers: - gratuitous elimination of shortcomings; - a corresponding reduction in the cost of the work (service) performed; - gratuitous production of another thing from a homogeneous material of the same quality or re-performing the work; - reimbursement of expenses incurred by the consumer to correct deficiencies on their own or by a third party. Satisfaction of the consumer's demand for the gratuitous elimination of deficiencies does not exempt the contractor from paying a penalty for violating the deadline for completing the work (provision of the service). 47. LIMITATION OF MONOPOLISTIC ACTIVITIES IN THE RUSSIAN FEDERATION Let us give a general concept of monopolistic activity. Monopolistic activity - actions (inaction) of economic entities or federal executive authorities, executive authorities of the constituent entities of the Russian Federation and local governments that are contrary to the antimonopoly legislation of the Russian Federation and are aimed at preventing, restricting or eliminating competition. The main regulations aimed at limiting monopolistic activity in the Russian Federation: - The Constitution of the Russian Federation of 1993; • Law of the RSFSR "On Competition and Restriction of Monopolistic Activities in Commodity Markets" of 1991; • regulations. According to the Law "On Competition and Restriction of Monopoly Activities in the Russian Federation" actions of an economic entity are prohibited (group of persons), which occupies a dominant position in the market, aimed at: - setting monopoly high (low) prices; - withdrawal of goods from circulation, the purpose or result of which is the creation or maintenance of a shortage in the market or an increase in prices; - imposing on the counterparty the terms of the contract that are not beneficial for him or not related to the subject of the contract (unreasonable demands for the transfer of financial resources, other property, property rights, labor force of the counterparty, etc.); - inclusion in the contract of discriminatory conditions that put the counterparty in an unequal position compared to other business entities; - consent to conclude a contract only if provisions are made in it relating to goods in which the counterparty (consumer) is not interested; - creation of barriers to access to the market (exit from the market) to other economic entities; - reduction or termination of production of goods for which there is a demand or orders from consumers, if there is a break-even possibility of their production; - unreasonable refusal to conclude an agreement with individual buyers (customers) if it is possible to manufacture or supply the relevant goods. In exceptional cases, the above actions of an economic entity may be recognized as lawful if the economic entity proves that the positive effect of its actions, including in the socio-economic sphere, will exceed the negative consequences for the commodity market in question. Fully or partially reached agreements (concerted actions) of competing economic entities (potential competitors) that have (may have) an aggregate market share of a certain product of more than 35% are prohibited and, in accordance with the established procedure, invalidated, if such agreements (concerted actions) have or may have the result of restricting competition. 48. IPRA CODE OF PROFESSIONAL CONDUCT AND ETHICS The Code of Professional Conduct and Ethics was adopted by the International Public Relations Association (IPRA) at its General Assembly in Venice in May 1961 and is binding on all members of the association. Personal and professional integrity. Personal integrity is commonly understood as maintaining high moral standards and maintaining a good reputation. Integrity refers to adherence to the constitution, rules and in particular this Code as adopted by the IPRA. Relations with clients and employees: 1. The fundamental duty of every member of the IPRA is to maintain honest relations with clients and employees, past or present. 2. A member of the IPRA should not represent the interests of one of the conflicting or competing parties without the consent of all parties concerned. 3. A member of the IPRA is obliged to keep confidential information entrusted to him by current or former clients or employees. 4. A member of the IPRA must not use methods that degrade the dignity of clients or employers of another member of the IPRA. 5. In the performance of its duties for a client or employer, an IPRA member shall not accept fees, commissions or other valuable remuneration for services rendered from anyone other than the client or employer without the consent of the client or employer. 6. An IPRA member should not suggest to a potential client or employer that his fee or other consideration be contingent on the achievement of certain results; he will not enter into any agreements for this purpose. Public relations and media: 1. A member of the IPRA must carry out his professional activities in accordance with the interests of society and with full respect for the dignity of the individual. 2. A member of the IPRA must not engage in any activity that tends to damage the reputation of the media. 3. An IPRA member must not knowingly spread false or misleading information. 4. A member of the IPRA is obliged under any circumstances to provide comprehensive and truthful information about the organization in which he works. 5. A member of the IPRA must not form any organization designed to serve any stated purpose but actually designed to serve the special hidden or private interests of another member, his client or his employer; nor shall he benefit from such interests or from any such existing organization. Relations with colleagues: An IPRA member must not intentionally damage the professional reputation or work of another member. However, if an IPRA member has evidence that another member is guilty of unethical behavior or of illegal or dishonest activity in violation of this code, they must provide that information to the IPRA Board. An IPRA member should not seek to replace another member in dealing with an employer or client. 49. CODE OF ATHENS CODE OF PROFESSIONAL CONDUCT OF THE PR INSTITUTE (IPR) IPRA members are required to adhere to a code of ethics known as athenian codex, since it was adopted in Athens by the General Assembly of the IPRA in May 1965. According to this Code, each member of the IPRA strives to: - to contribute to the observance of the Universal Declaration of Human Rights; - develop means and forms of communication that allow each member of society to feel fully informed, as well as to feel their solidarity with other members of society; - treat with due respect and observe human dignity, recognize the right of everyone to their own judgment; - contribute to the establishment of moral, psychological and intellectual conditions for dialogue; undertakes to: - under any circumstances, act in such a way as not to violate the interests of all interested parties and the interests of the organization in which he works, as well as the public interest; refrains from: - in order to make rightness dependent on any requirements; - dissemination of information not based on verified and confirmed facts; - engaging in any undertaking or undertaking that is unethical or dishonorable or that is likely to damage a person's dignity and honour; - the use of "scheming" methods and methods aimed at creating in a person subconscious aspirations that he cannot control at his own will and, thus, cannot be held accountable for actions taken on the basis of these aspirations. Code of Professional Conduct of the Institute of PR (IPR) was adopted in 1986. 1. Standards of professional conduct. An IPR member should consider it his duty to uphold the highest standards of professional behavior in the field of PR. A member of the IPR is personally responsible under all circumstances for honest and frank dealings with the client, employer and employees, former or current, as well as with fellow members of the IPR, with the media and, most importantly, with the public. 2. Compensation for a person holding public office. A member of the IPR should not, in order to protect his interests (or the interests of his client or employer), offer any remuneration to persons holding public office if such action is incompatible with the interests of society. 3. Confidential information. An IPR member must not disclose (except by order of a court of competent jurisdiction) or use information entrusted to him or received in confidence from his employer or client, past or present, for any purpose. 50. FUNCTIONS OF PUBLIC ADVERTISING AND PR ASSOCIATIONS. INTERNATIONAL PUBLIC RELATIONS ASSOCIATION (IPRA) Historical world experience has shown the great efficiency of workshop, professional associations that perform the following functions: 1) unite their members in the struggle for their interests; 2) accumulate all information in a given field of public interest or in a market niche; 3) carry out lobbying activities in legislative and governmental bodies in order to meet the needs and requests of their members; 4) form a positive public opinion about their profession; 5) hold conferences, congresses, seminars, education, trainings in order to coordinate actions, mutual support and dissemination of experience, as well as to improve professionalism; 6) carry out international communications in the global market of advertising and PR services; 7) strengthen the image and confidence in the member of the association, since the condition for admission to the guild is professionalism, business reputation, financial solvency. The most authoritative public advertising and PR associations of the Russian Federation: 1. Advertising Council of Russia. 2. Russian Association of Advertising Agencies (RARA). Established in 1991, today it is not only the largest (more than 100 members), but also one of the most representative and influential professional associations in the country. In addition to directly professionals in the advertising business, it includes public and state associations and organizations, the media, banks, industrial enterprises, PR agencies, commercial and financial structures. 3. National Advertising Association. 4. Russian branch of IAA (International Advertising Association). 5. Russian Association for Public Relations RASO. 6. Association of Public Relations Consulting Companies (AKOS). IPRA Founded in 1955 In 2003, the Association united professionals from 57 countries and maintained contacts with 1000 top-level professionals in the field of commercial and public relations. Through IPRA, you can connect with leaders in the field of public relations from 100 countries around the world. The main goals of the organization: provide channels for the exchange of theory and experience between PR practitioners; to acquaint its members with research and publications in the field of public relations; hold meetings, organize congresses and congresses in order to improve knowledge in the field of PR practice; implement the highest standards of public relations, especially in the international sphere; develop the profession of public relations where it is still young, and selflessly help the organization of national associations. 51. RUSSIAN ASSOCIATION FOR PUBLIC RELATIONS (RASO) Was created in 1991 as a public non-profit organization with the rights of a legal entity. Founders Associations: Union of Journalists of the USSR Association of Advertising Workers, Zhurfond of the RSFSR UN Secretariat (New York, Department of Public Information), Chamber of Commerce and Industry of the RSFSR Russian Commodity and Raw Materials Exchange, Moscow Commodity Exchange, Rosvneshtorg, Vneshtorgreklama, USSR Embassy in the USA, Information Department of the Ministry of Foreign Affairs USSR, MGIMO USSR Ministry of Foreign Affairs, Economic News Agency, Institute of the Sociology of Parliamentarism. In 1991-1993 RASO develops contacts with the international PR community. In 1994 the Association adopted the Declaration of ethical principles in the field of public relations. In 1995, branches of the RASO were established in Yekaterinburg and St. Petersburg. Contacts are being developed with colleagues in Ukraine, Kazakhstan, Belarus, Estonia, Lithuania, Bulgaria, Hungary. Since 1996, RASO has been organizing competitions among PR specialists "Silver Archer", "Crystal Orange", "Proba. With the support of RASO, the first specialized publication was published - the magazine "Sovetnik" - the most authoritative publication in the field of PR in Russia. An annual cycle of events "PR Days in Moscow" is held: conferences, seminars, round tables, business meetings and competitions. In 2002 it received the status of a festival. Since 1997, RASO has become a member of the European Confederation for Public Relations. In 2000, RASO approved the Basic Principles for Professional Certification in the Field of Public Relations. RASO structure: General meeting of RASO members, supreme expert council, executive council, vice-presidents, president, Educational Center named after. S.D. Belenkova, executive directorate. RASO commissions: regional commission; commission on regulations, rules and procedures; educational commission; ethical commission; commission for relations with public and professional organizations; Commission for the Admission of New Members. В regional structure includes: Northwest branch; Ural branch; Ivanovo, Volgograd, Saratov and Nizhny Novgorod representative offices. RASO members: - PR agencies; - PR departments of commercial structures; - PR departments of state institutions; - educational, scientific, analytical structures; - foreign organizations; - individual members of the RASO. 52. MAIN STAGES OF STRATEGIC PLANNING. COMPONENTS OF THE PROCESS MANAGEMENT OF PR-TECHNOLOGIES 1. Definition of the role and mission of the organization. 2. Identification of key areas requiring change. 3. Development of a system of performance indicators. Identification of factors that can be changed. 4. Preparation of action plans. Using strategic planning - by itself is not a guarantee of success. An organization can fail because of errors in organization, motivation, control. Of particular importance is the public enterprise mission: defines the goals of the business, the key tasks facing the company, the main of which is to meet the specific needs of the market. When the mission is clearly formulated, they plan all other activities for the development and implementation of PR technologies. Components of the PR technology management process: 1. Definition of the problem - clarification of points of view, attitudes and behavior of target audiences. Finding out: "What's going on?" 2. Planning and programming - the transformation of the accumulated information into the policy and programs of the PR. Formulate: "What do we need to change, do or say based on what we already know about the situation?" 3. Action and communication - implementation of the program. The answer to the questions: "Who should do it, say when, where and how exactly?" 4. Evaluation of the program - constant course correction taking into account the feedback. The general scheme of the PR campaign: 1. Formulating the goals and objectives of the PR campaign. 2. Conducting research: identifying target groups; compiling an average demographic portrait of each target group (gender, age, income, habits, lifestyle, etc.); what media do target groups prefer when consuming information; values of the target groups, their initial attitudes. 3. Positioning of the PR object. 4. Determination of the PR budget. 5. Deciding on the choice of developers and performers of the PR campaign. 6. Appointment of terms and responsible executors of the PR campaign. 7. Development of the ideological core, the concept of a PR campaign (for example, openness, reliability, solidity, patriotism, conservatism, time-tested, avant-gardism, innovation, mass character, nationality, elite, etc.): development of a slogan (slogan), characters, images; their testing among target groups and adjustment. 8. Media planning - the choice of communication channels. 9. Planning of actions, development of: informational occasions; texts for publications; interview plans; abstracts of speeches; scripts, etc. 53. STAGES OF RESEARCH. PLANNING AND PROGRAMMING To draw correct conclusions from the results of diagnostic studies, the researcher must: process and analyze the collected data; encode them for computer processing; present the results in the form of tables; calculate averages; build graphs or charts; formulate conclusions and make predictions. The collected materials concerning the analysis of the situation are drawn up in the form of a dossier consisting of two separate sections: internal factors, external factors. Analysis internal factors It comprises: 1. A review of the opinions and actions of key people within the organization responsible for the problem. 2. Communication audit clarifies: bottlenecks in information flows; uneven communication loads; the work of employees in defiance of each other; hidden harmful information within the organization - negative rumors. The analysis of external factors reveals both positive and negative processes outside the organization. The collected data should show: what external audiences know about the subject of the PR; what feelings does it evoke in them; how aware they are of the current problem situation; what they know about the actions taken by the organization. As a result of the analysis of external factors, the following questions should be clarified: 1. How much information do people use when analyzing a problem situation? To what extent do different groups of people feel the need for information on this problem situation? 2. What kind of information do people use? 3. How do people use information? Is it considered important and useful? 4. Do people see their involvement in the situation? Do they consider themselves victims? After the PR-problem is defined, the task of developing a strategy for its resolution arises. At the same time, it is desirable to use the existing opportunities and reserves to the maximum. Target planning provides for a breakdown of sequential actions by specific results. 1. "Output goals" of messages: use of uncontrolled media; use of controlled media. 2. "Goals of influence" messages. 2.1. Information purposes: transmission of a message; understanding of the message by the public; keeping the message in memory. 2.2. Goals in the field of psychological positive or negative attitudes: formation of attitudes; fixing the installation; setting change. 2.3. Goals in the field of behavior: the formation of behavior; reinforcing behavior; behavior change. The meaning of each given subgroup of goals of influence depends on the situation. Programming. In the practice of PR, the strategy refers mainly to the issues of the general concept, the master plan for achieving goals. Tactics, on the other hand, concerns the operational level: real events, means and methods for implementing the strategy. 54. PROCESS AND RULES OF COMMUNICATION Elements of the communication process. 1. Sender (communicator). 2. Coding - the process of presenting information or ideas in a visual form - text, image, illustration. 3. Message in verbal or symbolic form. 4. Information and communication means. 5. Decoding - understanding of the message by the recipient. 6. Reactions of the recipient - perception of the message and actions. 7. Feedback. 8. Interference - unplanned distortion of information ("damaged phone", loss of a message during transmission, distraction during perception, etc.). The communicator must know in what state of purchasing readiness the target audience is at the moment. Types of these states: awareness, knowledge, predisposition, preference, conviction, performance of the expected action. Here are the recommended rules for effective communication. Truthfulness. Communication starts with creating a climate of trust. The Organization must create this climate by emphasizing its desire to serve the public interest. Context. The content of communication efforts should be commensurate with the real situation, correspond to it. No matter how skillfully the media are used, they only add to the daily life, opinions and actions of people. The context of the situation should provide people with the opportunity to participate in events and respond to communication efforts. Keeping. The content must be meaningful to those who receive it, consistent with its value system. It needs to be appropriate for the recipient's situation. People tend to focus on the information that promises them the most rewards. At the same time, the benefit may not be material at all, but purely emotional, for example, the satisfaction of the need for information and knowledge. Clarity. The message should be submitted in a simple manner. It must be clear to both the sender and the recipient of the message. Complex problems must be invested in simple and clear themes, slogans, stereotypes. The wider the circle of the audience, the more intelligible it should be. Continuity and consistency. Repetitions (in different versions) are necessary both for memorization and for persuasion. The presentation should be consistent and logically connected. Channels. You need to use those existing channels that people trust. When you need to reach the target groups of the public, you need to select special channels. Audience readiness. The effectiveness of the message depends on it. The readiness of the audience is influenced by: capabilities, habits, ability to read and understand information and level of education. Amusing presentation of information: the public will "hook" for the material, if you give even dry economic reports an emotional coloring, and the news - an exciting effect. 55. TRUE MASS INFORMATION. MANIPULATION OF PUBLIC OPINION Any information is collected and coded by specific people who are called to express the interests of the founders. Media owners are subjects, founders who finance them. The founders are: 1. State, power structures. 2. individual government agencies. 3. Public organizations and political parties. 4. Commercial organizations. 5. Private persons. 6. International organizations. Distortion of information in the media occurs for the following reasons: 1) unintentional distortions: inattention; errors during transmission along the chain; unverified sources; deliberate misrepresentation of facts; 2) deliberate choice of the form of presentation: irony; sarcasm; appropriate sound and musical accompaniment; deliberate distortion of facts, which in the future may be issued as an error; the pretentious selection of facts and personalities in the message; tendentious suppression of some facts and emphasizing others; tendentious comments on facts. There is a higher level of trust in "their own" media, which the reader perceives as expressing his interests. Trust between the reader and the media is based on the similarity of views and moral values. Therefore, the main task of the media is to initially select the target audience and fully inform it in accordance with its certain interests and tastes. Information manipulation may have a negative connotation and fall under the sanctions of the Laws of the Russian Federation "On Advertising" and "On the Mass Media". More ethical means of manipulation include "persuasion" and "suggestion". At the heart beliefs - logical ordering of facts. Methods of persuasion. 1. Fragmentation of submission. This is the fragmentation of information, which gives it: the appearance of versatility and efficiency; flexibility by focusing on some aspects and omitting others. 2. Ritualization. This is a display of official procedures, receptions, meetings, meetings. The viewer feels the importance of the moment, the significance of what is happening, sees the active actions of the customers of the PR campaign. 3. Personalization. It focuses not on the meaning of events, but on their carriers - authoritative figures. The very presence of an important person gives some authority to the event itself. At the heart suggestion the processes of transferring logically unprovable ideas and reducing criticality in the perception of information lie: 1. Testimony. A situation where information is conveyed by a person who is respected or hated in a given audience. 2. Labeling: calling one a "fascist", another a "political maniac", etc. 3. "Shining Generalization". A specific thing is called a generalized concept with a positive emotional connotation: "democratic values", "good for the people", etc. 56. NEWS AS AN ELEMENT OF PR-TECHNOLOGIES The news itself has great appeal. Everyone wants to be aware of the news so as not to be reputed to be backward. A PR action in the form of a message about the news or next to the news resembles a hook with an attractive bait. The best news is a sensation causing a surge of positive or negative emotions. There are two conditional concepts of news production: 1. The concept of narrative type. It recognizes the audience's right to choose meaning. 2. The concept of the semantic type of news is focused on the fact that the meaning is stated by the newsmaker within the content of the news as a separate element. And thus the public is pushed to the given conclusions by providing additionally selected special information: how and where the event originated; what influences; whose interests are affected; what are the consequences. In addition, this option provides interpretations of the view of the event: additional assumptions are made about the real and potential consequences of the events. In this case, the comments are often biased. Methods of argumentation: reference to a credible source; presentation of versions and their comparison; the use of authoritative experts, as well as ordinary participants in events; logical following; documentary evidence or video evidence. It is extremely important to increase the effectiveness of the message the form of its presentation, which can be in the form of: exclusive - real possession of an exclusive segment of information that is not available to others; sensation - a bright originality of an event that violates traditional ideas, presenting it as qualitatively different from its own kind; intrigue - the creation of an information context-rebus, the solution of which is in the hands of its author; provocations - giving the event an offensive, overly emotional character that obviously offends someone's interests; creating a call designed for a subsequent reaction; information war - demonstrative, tough, peremptory regular criticism of any positions and actions. Techniques for creating and amplifying news: 1. News cannot take place without information. News can be: new companies; new or improved goods or services; new appointments and promotions or removals from office; new meetings, awards, records, etc. 2. Binding news to a round (semicircular) date. 3. Binding to an event of interest to the public. The event itself can be invented by searching in the statistics or history of the organization. For example, the upcoming sale of the 50 billionth hamburger. 4. Strengthening the news through the presence of influential people. 5. Turn the problem into a socially significant one. 6. Better than intrigue - only a scandal. Giving additional "weight" to the news: 1. Posting or commenting on news faster than others. 2. Giving the news a monitoring character. 3. Creating a "long-running" event that will be reported regularly. For example, sponsor a music festival that will run throughout the year. 57. PROCESS MANAGEMENT. RULES FOR THE DEVELOPMENT OF COMMUNICATION AND INFORMATION TECHNOLOGIES. CREATING SPECIAL EVENTS Two approaches to managing the PR process: 1) the management of the media themselves; and 2) the management of information as such. Of these two options, the first is more realistic for state power structures, since they have the ability to: a) tighten or ease the media registration mechanism; b) hold unwanted media accountable for violations; c) control the content of information by putting pressure on editors-in-chief; d) manipulate publishers by issuing or not issuing state subsidies, blocking distribution channels; e) regulate access to sources of information, etc. Rules for the development of communication and information technologies: 1. Formation of own information flow. It is necessary to try to seize a monopoly on information about oneself through regular, large-scale, prompt supply of information to the media, including minor ones. 2. Priority supply of information, information partnership. Its essence is to choose media that are influential among the target audience, with which "gentleman's" agreements are concluded: we give you exclusive information ("only for you" or "you first"), you give us free information support. However, this rarely succeeds. Basically you have to pay to get into the media reports. 3. Optimization of the form and style of submission of materials. For example, the newspaper "MK" works with an audience of low intellectual needs. But this does not mean that deep analytical materials are unacceptable to her. They just need to be processed appropriately. Create Special Events as a method is widely used in PR technologies. At the same time, the highest efficiency is achieved when the event attracts a large number of people and provides for the presence of at least one eminent figure. Regarding the method of "creating special events," the famous American historian and sociologist D. Burstin said: "the production of illusions that shape our experience has become America's business, at times the most honest, necessary and respectable business." The author calls such organized events "pseudo-events" and leads their advantages over spontaneous events: - pseudo-events are more dramatized; - being more built (and, let's add, therefore more vivid), they spread faster and are vividly remembered; - if desired, pseudo-events can be repeated, thus enhancing the impression of them; - the creation of pseudo-events requires funds, so they are advertised and reproduced in advance in order to justify themselves; - awareness of a pseudo-event turns into an indicator of "information" for the average person; they become the topic of general conversation; - pseudo-events exponentially produce other pseudo-events. 58. COMPOSITION OF THE MESSAGE. RELIABILITY OF THE MESSAGE SOURCE. INDIRECT ADVERTISING Rules and techniques for writing a message: The main idea or theme of a PR program is to create a strong opinion in the form of a wording that should be attractive and memorable. The best form of presentation of the topic is a short slogan or statement, consisting of no more than five words. Identification with the audience with the help of vocabulary, humor, etc.; use of what unites with people. Declaring that the position of the communicator coincides with the opinion of the majority, which is in the audience itself. Psychologists have established that, despite the widespread skepticism towards the media, methodically delivered messages eventually "knock" many concepts and attitudes into the heads. people pay attention on the objectivity of the source of information. If it is widely known that the founder of this publication or channel is a switchboard (customer of PR communication), then his positive messages about himself will not convince anyone. Therefore, so-called third parties are often created to conduct permanent PR campaigns. They should include people who, at first glance, seem uninterested and do not belong to the organization, the switchboard and are capable of influencing the public by their status (major publishers, famous scientists, writers, public and political figures, church representatives, athletes, show stars, etc. .). However, these tricks are known to sufficiently informed people who, when reading or listening to a speaker, always think: "Who is behind him? Whose interests does he represent?" Today, it is clear to many that if a person or a subject of PR often appears in the media, then someone is interested in this and, most likely, paid for it. Use of controlled and uncontrolled means of communication. Controlled are those means of communication that disseminate information about the organization at its expense. If the organization does not pay the cost of distribution to the information channel, then the fate of this material is uncontrollable and completely depends on the will of the media workers. indirect advertising. Various means of PR can be used, in particular, if there are restrictions on direct advertising (cigarettes, alcohol, firearms) or when the latter is ineffective. Under indirect advertising, PR specialists usually present not custom articles in the press, but a lot of non-standard, non-traditional business promotions. Thus, the activities of legal and audit firms are usually not advertised directly: advertisements are television or radio appearances by experts from these firms, in which a positive image of the work is indirectly formed. When promoting a product or service, PR employees prepare various image promotions in stores, which often have the character of a show. 59. MEDIA PLANNING (MEDIA PLANNING) Should be understood difference between media (media) and carriers. Media (media) is a category, a type of means of delivering advertising and PR materials (TV, radio, press, outdoor advertising, direct mail, transport, cinema, Internet, etc.). Vehicles (weekles) are specific advertising media, for example, "MK" is a tool from the "media press" category. Initial information for the media plan of the PR campaign contained in the media brief. The media brief accumulates the following information: campaign budget; the timing of the campaign; format of PR or promotional materials (time of audio or video, length of the article, Internet banner, etc.); regional coverage; Mass media (TV and radio channels, publications, etc.); target audience; date of presentation of the media plan. The most important is the choice of specific media carriers within each media. The media planner must provide synergistic (mutually reinforcing) action of all advertising tools. The most reliable data is obtained only when the audience is broken down by gender, age and financial situation. The greatest role is played by creativity, a creative idea. It is she who creates a memorable event and message that can "raise a wave" in public opinion. Basic concepts in media planning: Audience selectivity - the property of a media carrier to bring information to a certain segment, a group of consumers with a minimum coverage. High selectivity - for TV, cable TV, radio. Outreach potential - the ability of a media carrier to collect, accumulate the maximum number of people as its readers, viewers, listeners. Audience accumulation rate shows how much time or how many exits it will take for a given advertising medium to reach all its potential audience. Geographic Flexibility shows how flexible the media carrier covers the territories we need. Great flexibility - local cable TV. Weak - at the national TV and radio. Share (Compartir) is the percentage of HUT (Home Using TV) calculated for a specific program. The share is determined not only for the program, but also for the channel. The sum of the shares of all channels for one period of time should be equal to 100. GRP (Gross rating points) - total rating, or the sum of the ratings of all outputs in all media. The total rating is the number of exposures or percentage of the population. TRP (Target rating points) - directed (target) total rating Same as GRP, but not for the whole audience, but for the target group. Coverage. He usually talks about the percentage of people who will be exposed to the media where the messages were posted. Frequency shows how many times, on average, an individual or family has seen a message. Overall rating GRP (or TRP) is the product of coverage and frequency; expresses the total added percentage of the audience that will be reached one or more times.
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