The concept and objectives of public relations

Any organization seeking to occupy a niche in the market should take care of their own individuality. That is what contributes to the complex elements of communication among them of no small importance of Public Relations (PR). Now there are many definitions of the essence of science PR. One of the leading researchers in the American Black Sam defines PR as "the art and science of achieving harmony through mutual understanding based on truth and full knowledge." It is very hard and un-American pragmatic definition of PR is in the book "Communication Management", "PR - activities to transfer the pragmatic goals of the organization in socially acceptable policy." More detailed definitions of public relations - the science of communication, aiming to create an atmosphere of trust between individuals and groups, group and society at large and providing information influence on public opinion. PR - a planned, sustained effort aimed at establishing and maintaining friendly relations and understanding between the organization and the public. The main objectives of the PR lie in the improvement of internal and external communications. External communications, occupying up to 80% of the time, lie in the field of communications with the media - the media. Internal communications are designed to create an atmosphere of mutual understanding and cooperation within the organization. Public Relations today includes the following structural components of the external and internal environment of the organization: shareholders, investors, lenders, financial institutions and organizations, customers, partners, competitors, company's own staff, government and legislative bodies; Municipalities, media, professional associations, training institutions; NGOs, etc. Public Relations yavyaletsya important element of corporate strategy seeks to ensure its leading position in the market. Public Relations - is, first of all, the formation of the desired image of the organization and its public opinion by point method, in which a particular group is invited to the information which it interesting. It is very important and topical range of issues centered around providing the PR image of the organization, personally its managers and employees, as well as the rise of image, its stabilization and immediate action in case of decline. Public Relations consists of the following areas: Corporate and Financial PR - create image of the organization and contribute to strengthening its market position. Awareness (publicity) on the company and its position affect sales. Municipal relations - issues of environmental protection, job creation and participation in city life, etc. Their impact on society's attitude toward the company and its products. Industrial relations - awareness of industrial relations affects the relationship to the quality of products. Relations with the leaders, to influence public opinion - on the public attitude towards the company and its products affected by the opinion leaders - politicians, journalists and leaders of public organizations, etc. Thus, the subject of Public Relations are the communication of information exchange. The purpose of the Public Relations Organization is to provide a favorable behavior of the public in relation to it. Community - a group of people, first of all, find themselves in similar situations unresolved, and secondly, who are aware of the uncertainty and difficulty of this situation, third, reacting in a certain way on the situation. Using a strategic approach to Public Relations PR activity environment can be divided into three parts: Mezosreda, or operating environment of the organization - the next layer of the environment in which the organization conducts its daily operations - customers, suppliers, partners and competitors. Microenvironment - the internal environment of the organization. Macro - a distant layer of the environment - state and public organizations, etc. The main components of Public Relations makes sense to consider the following structural elements: promotion (publicity) Sponsorship (sponsoring) Identity. 1. Propaganda is probably the most significant place in public relations. In essence - it is stimulating demand for unpaid goods or services of the organization or the organization itself through the dissemination of important information about them in all means of disseminating information are available for reading, viewing, listening to current and potential clients of the firm. It should be borne in mind that the content and the timing of such information can not be controlled organization. 2. Sponsorship - activity reporting by financial resources to certain persons or organizations engaged in sport, culture, health, education, etc. To achieve its goals in the field of management and marketing. 3. Corporate identity - an important component of public relations. The concept of corporate identity, as a rule, includes trademark, that is, a designation which distinguishes goods firm of the products of other firms; logo - the mark of a full or abbreviated name of the firm or group of products of the company; Corporate block; corporate slogan - that determines the credo of the company; Corporate colors, fonts, corporate kit, etc. It should be noted that sometimes the corporate identity has components that act on different senses: radio call, anthem, clothing and more.