Сборник материалов международной научной конференции студентов, магистрантов, аспирантов

Е.О. Бондарец

Республика Беларусь, Брест, БрГУ имени А.С. Пушкина

Научный руководитель – Л.М. Калилец

MODERN PR TECHNOLOGIES AND THEIR IMPORTANCE IN BUSINESS

In today’s tough business and constant competition, the organization of effective work of a new company is inconceivable without the departments of Public Relations (PR) and marketing.

Public relations are the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a certain view about the organization, its leadership, products, or of political decisions. Public relations professionals typically work for  PR  and  marketing  firms,  businesses  and  companies, government, government agencies, and  public officials, and  nongovernmental organizations  and nonprofit organizations.

Public relations specialists establish and maintain relationships with an organization’s target audience, the media, and other opinion leaders. Common activities include designing communications campaigns, writing news releases and other content for news and feature articles, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as organization’s spokesperson by speaking in public and public officials, preparing clients for press conferences, media interviews, and speeches, writing website and social media content, facilitating internal/employee communications, and managing company reputation and marketing activities like brand awareness and event management.  Success in the field of public relations requires a deep understanding of the interests and concerns of each of the client’s many publics. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity. 

Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contribute to the way an organization is perceived by influencing the media and maintaining relationships with stakeholders.

 The history of the term PR (Public Relations) has its origins in the United States in the early 19th century. For the first time the term PR was used by President Thomas Jefferson in 1807, but the widespread popularity and specific scientific underpinnings it acquired only after many years.

Specialized PR agency is hired by business companies to develop effective PR campaign aimed at the formation for the target audience a favorable impression of selling products or services. Large corporations typically have their own PR department.

Business-PR creates the image of a successful company, whose staff, working together with other information agencies carries this image further.

A fundamental technique used in public relations is to identify the target audience and to tailor messages to be relevant to each audience. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. These messages however should be relevant to each other, thus creating a consistency to the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics and insufficient support from funding sources. Messaging is the process of creating a consistent story around a product, person, company or service. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choice or other decisions that have an impact on the company. Brands aim to have the same problem statement, industry viewpoint or brand perception shared across sources and media.

Since PR services are very popular in our time, there seems to appear more and more PR-technologies, which help to achieve the desired results even faster and better. Moreover, modern PR technologies make it possible to create a strong and influential company that is able to withstand even the most brutal and severe competition in the market.

PR activity in business consists of several stages:

• 
  analysis and research business, setting goals;
  
• 
  development of PR campaigns;
  
• 
  implementation of PR campaigns;
  
• 
  research results and their evaluation.
  

PR plays a huge role in business. PR contributes to the emergence and promotion of new to market products and services, creates public opinion about them, and creates protection in case of loss of goodwill.

There are a lot of methods and modern technologies, with which you can first create a positive image, and thereafter maintain it at a high level. Modern PR technologies include sponsorships, charity, hosting and organizing various cultural activities, social programs, and more. Foreign companies engaged in public relations, have long since learned to apply these techniques in practice. You need to pay attention to the fact that modern PR technology spend huge amount of money, but at the same time, they give the highest results. In addition to major investments PR requires a huge amount of effort and skill for PR technology to work for the good, and not vice versa. We should say these efforts are justified.

One of the latest technologies is charity; it involves the provision of assistance to those who need it, in the form of transfer of material assets or cash. If the company uses charity as PR-technology, it is quickly able to regain its target audience. This technology is remarkable in that it does not require any serious intellectual ability or time-consuming preparation. Organization of mass cultural events is also a great way by which you can save the reputation of a high standard. For example, the organization of concerts or events with the participation of famous pop stars or actors in cinema, theater, will quickly raise the rating of the company at a high level of awareness or to achieve a different target audience. Implementation of social programs for an extended period of time is another modern technology of PR. It is a whole range of activities that should be aimed at solving the most important social problems. It is very important to choose one or two social problems, to quickly find a way to solve them.

These modern PR technologies allow you to quickly increase the rating of the company, as well as give a positive evaluation of its activities. Modern PR technologies is the establishment of stability in the firm and the path to its prosperity.

1. 
   Grunig, J. E. Managing Public Relations / J. E. Grunig, T. Hunt. –Orlando : Harcourt Brace Jovanovich, 1984. - 177 p.
   
2. 
   Fraser, S. P.  The Practice of Public Relations  / S. P. Fraser. – N. J. : Pearson Prentice Hall, 2007. – 264 p.
   

В статье авторы показывают, что для достижения поставленных целей пиар-кампании обычно используется множество методов, заимствованных из социологии, психологии, маркетинга. Основная задача пиар – установить двустороннюю связь между компанией, предлагающей продукцию, и её потенциальными клиентами или партнёрами.