Lecture 1

Theoretical
foundations
of Public Relations
(PR)
 Literature

• 1. Lysikova, O. V. Imageology and public relations in the

social sphere. Study guide / O.V. Lysikova. - M .: Flinta,
2006.-- 168 p.
• 2. Pocheptsov, G.G. Public relations or how to manage public
opinion / G.G. Pocheptsov. - M .: Center, 2004.-- 336 p.
• 3. Romat, E.V. Advertising: textbook / E. V. Romat. - 7th ed.
- SPb .: Peter, 2008 .-- 506 p.
• 4. Shishkina, M.A. Public Relations in the management
system / M. A. Shishkina. - SPb .: Publishing house of
SPbSU, 1999 .-- 444 p.
• 5. Fedotova, L. Public relations and public opinion / L.
Fedotova. - SPb .: Peter, 2003 .- 352s.
• 6. Zaller, J. The origin and nature of public opinion / J.
Zaller. - M .: Institute of the Public Opinion Foundation,
2004. - 560s.
 PLAN
1.The essence of public relations (PR). The
emergence and development of PR.
2.Basic principles and rules for establishing
and maintaining public relations.
3.Public relations management in educational
institutions of various types.
4.General characteristics of the functions of
a public relations specialist.
 1. The essence and principles of public relations (PR).
The emergence and development of PR.

Researchers have more than 500 different definitions of PR:

1) PR "is a management activity aimed at establishing mutually beneficial,
harmonious relations between an organization and the public, on which the
success of this organization depends."
2) PR (from a management point of view) is a management function that ensures the
establishment and maintenance of effective communication between an
organization and its public.
3) PR (S. Black) is the art and science of achieving harmony through mutual
understanding based on truth and full awareness.
4) PR (British Institute of Public Relations) is a deliberate, planned and ongoing
effort to establish and maintain mutual understanding between an organization
and its public.
5) PR is the formation of public opinion about a product, person, company, event,
"PR-inform, educate, inspire confidence".
6) PR "is a communicative activity aimed at improving the interaction of a subject
with significant public objects" (M.A. Shishkina, D.P. Gavra, A.D. Krivonosov).

 PS. What do you think are the reasons for so many different definitions
 of "PR?"
 Modern interpretation of PR

Public Relations (PR)

 Is a system of modern management
technologies based on social
communication with contact groups that
form the social environment of an
organization in order to create favorable
(optimal) conditions for its development.

 Distribution got the concept

"PR - activity"
 The end result of PR activities
 Creation or correction of IMAGE (persistent socio-
psychological stereotype);
 IMAGE - a purposefully formed image of a person,
company, product, highlighting its value characteristics.
IMAGE underlies the reputation of the authorities, their
representatives, parties, organizations and persons.
IMAGE is prolonged;
 sufficient time is required to create or discredit;
 is the most important part of tangible assets (contributes
to an increase in the consumer value of goods, services).
 Publicity capital - "image capital", a change in which
affects the state of the subject's tangible assets.
 The concept of public relations
in the social sphere

 Public relations (PR) in the social sphere

is an activity aimed at the formation,
support and development of the necessary
(most often positive) attitudes towards
people, organizations, objects, events,
ideas, etc., the formation of positive
models of behavior in people.
 A PR project in the social sphere is
aimed, first of all, at positive changes in
the existing situation.
 SOCIAL PR
 Social PR traditionally includes social,
sponsorship and charitable projects of
commercial structures and the activities of
non-profit organizations and public
associations.
 Belonging to social PR is most often
determined by meaningful content - that
is, these are PR activities in traditionally
"social spheres" - sports, culture,
assistance to socially vulnerable citizens,
charity, donation, volunteering, etc.
 Branches of knowledge PR
Psychology

Sociology Economy

Public
Relations

History Philosophy
 The subject and object of PRology
1. Subject and object of Prology
 Subject - subjects' communicative activity aimed at solving their
problems.
 Object - the consciousness and behavior of audience members, by
changing the opinion of which it is possible to solve the subject's
problem.
2. Subjects and objects of PR – activity

 Subject - customer, initiator, executor of PR - activity.

 Types of subjects:
1) the basic subject - the customer, the initiator, to improve the
communication environment of which PR - activity is directed. Is the
primary source of information.
2) a technological subject - an executor of PR - activities:
a) internal (own structure of the basic subject);
b) external (PR - agency, media, QMS).
 PR Planning
PR companies

Implementation
PR campaigns
Mechanism
legislative
with the
authorities
Interactions executive

with real
with the with the public consumers of
media goods

with potential
with employees with partners ,
at the consumers of
enterprise the product

with investors
(shareholders, with persons
investors) influencing
public opinion
 PR goals
1) positioning of the PR-object;
2) raising the image
(or "reputation management");
3) anti-advertising (or reduction of the
image, "black PR");
4) detachment from competitors;
5) counter-advertising
(or "laundering").
 PR functions
1. Function of control of public opinion.
2. The function of organizing
interaction with the public.
3. Communication space management
function.
4. Management function of the
organization.
 PR approaches and their features
Types of approaches Essential features
It consists in selfless activities in favor of the interests of the
public.
Altruistic (A) An example of this is the definition of S. Black: "Public
relations is the art and science of achieving harmony through
mutual understanding based on truth and full information".

Takes into account the interests of the public for their

adequate perception:
"Public Relations is an effort to persuade the public to change
Compromise (C) their approach or their actions; as well as efforts to harmonize
the organization's activities in line with the public interest
and vice versa"(Edward Bernays).

Everything is considered from the point of view of usefulness.

As John Rockefeller once stated: "The ability to communicate
with people is a commodity".
A.N. Chumikov and M.P. Bocharov gives his example of this
Pragmatic (P) approach "PR is a system of information-analytical and
procedural-technological actions, involving the creation and
dissemination of messages aimed at harmonizing
relationships within a certain project, as well as between
project participants and their external environment in order
to successfully implement this project" .
The emergence and development of PR
History of the emergence and development of PR in the USA
1900-1914 - PR technologies were used by the US presidents Theodor
Roosevelt and W.Wilson to popularize the ongoing reforms;
the first publicity bureaus are created;
corporate PR Ivy Lee (publicity of railway companies), Ivy Lee
"Declaration on the principles of PR - activity" (open information to the
public, partnership with target groups);
Ivy Lee and the Rockefeller Corporation. 20s - E. Bernays
"Crystallization of public opinion" (the world's first monograph on PR).
The history of the emergence and development of PR in Europe
France (Lucien Matra) proved that there is no global image and global
communication.
History of PR in Russia and Belarus
1. The end of the 80s. 20th century - American PR technologies in
political communications
2. 90s. - the formation of the market for PR - services, the creation of
RASO (Russian Association for Public Relation), the beginning of
the training of specialists in public relations.
 2. Basic principles and rules for establishing
and maintaining public relations.

Sam Black's nine principles  Principles according

to E. Bernays
1.Always insist on truth and complete
information.
2.Keep your message simple and 1.Absolute truthfulness.
straightforward.
3.Don't exaggerate, don't overcharge.
2.Devotional service to society.
4.Remember that half of your audience is
women.
5.Make communication fun, avoid 3.Ensuring mutual benefit.
unnecessary boredom, routine.
6.Watch the form of communication, it should
4.Reliance on the objective laws
not be too pretentious or extravagant.
7.Take the time to get public opinion.
of the functioning of mass
8.Remember, continuity of communication consciousness.
and public opinion is vital.
9.Try to be persuasive and constructive at
every stage of communication. 
P.S. Which of all the listed principles are
most consistent with social PR and why?
 2. Basic rules for establishing and maintaining
public relations.

"The public is a group of people, firstly, who find themselves in a

similar unresolved situation, secondly, they are aware of the
uncertainty and problematic nature of the situation, and, thirdly, they
react in a certain way to the current situation"(I.A. Aleshina).

External Internal

Groups of people not Groups of people

directly related to entering
the organization to the organization
 The concept of "public opinion"
Public opinion is made up of the totality of many
individual opinions.
The task of PR specialists is to influence by their
activities on each individual and to facilitate
through this the formation of his “necessary”
opinion on any problem.
• Аn audience is a group of people to whom a PR
message is directed. But these people can be
neutral or passive in relation to the organization
that informs them about something.
• Community groups are any groups of people with
common interests, whose actions have certain
consequences for the organization (enterprise).
 Types of PR services
 1) In organizations and enterprises of state ownership;
 2) In market institutions and organizations;
 3) In social and political institutions and organizations.

 The first group is made up of PR services and

departments of state structures, which primarily
include state authorities and administrations, law
enforcement agencies, etc. Such services are called PR-
services of non-profit structures.

 The second group includes PR-organizations of

various levels and status, formed at market
institutions - enterprises and firms of industrial,
financial, cultural and other profile.
 PUBLIC RELATIONS FUNDS
 1. Public opinion research tools (hot lines, monitoring of
radio and television broadcasts).
 2. Means of influencing the public or the object of PR
(press, exhibitions, conferences, mailing by mail, telex and fax).
 By the nature of the source of information and the way of
interaction between the subject and the object, PR-means can
be divided into:
 1) mass media (print, radio, television);
 2) speech communications (oral presentations, negotiations,
 conversations, etc., as well as texts of written messages or PR-
texts);
 3) the Internet;
 4) special events (press conferences, briefings,
 presentations, business meetings, exhibitions, etc.) .
 3. Public relations management in educational
institutions of various types
 Public relations in education is an attempt to satisfy
interest in an educational institution and its educational
services by transferring available information through various
channels, mostly free of charge.
 PR is the organization of public opinion with the aim of the
most successful work of an educational institution and
increasing its reputation.
 Competently built "public relations" build trust in the
educational institution on the part of the authorities, the
public, parents, teachers and students.
 PR, or public relations, is unknowingly engaged in almost
every educational institution. These are parent meetings, work
with residents of the microdistrict, work with bosses,
sponsors, and public organizations.
 3. Public relations management in educational
institutions of various types
 Public relations in education is an attempt to satisfy
interest in an educational institution and its educational
services by transferring available information through various
channels, mostly free of charge.
 PR is the organization of public opinion with the aim of the
most successful work of an educational institution and
increasing its reputation.
 Competently built "public relations" build trust in the
educational institution on the part of the authorities, the
public, parents, teachers and students.
 PR, or public relations, is unknowingly engaged in almost
every educational institution. These are parent meetings, work
with residents of the microdistrict, work with bosses,
sponsors, and public organizations.
 As a function of PR management functions
in the following activities

 Research, conduct and evaluate on an ongoing

basis programs of action and communications to
achieve an informed public understanding
necessary for the success of the organization's
objectives.
 Planning and implementing organizational efforts
to influence or change public policy.
 Goal setting, planning, budgeting, recruiting and
training staff, development of means of supply,
i.e. resource management.
 Public Relations Management

How right How to behave in that

to plan or any other situation?
PR activities?

How to calculate correctly How is most effective

budget and attracted to reach
labor resources? set goals?
 4. General characteristics of the functions
of a public relations specialist.
Areas of professional
activity of public Personal qualities
relations specialists

 Corporations
 Ability for literary work, as well as
 Non-profit organizations possession of oratory skills;
 Government and army  Analytical skills (the ability to
 Education identify and analyze emerging
problems);
 International public
 Creativity (the ability to find fresh,
relations
effective solutions to problems);
 Sports, entertainment,
 The gift of persuasion;
travel.
 Ability to deliver interesting and
effective presentations
 Personal and professional qualities

A public relations specialist Personal and professional

must have qualities (according to S. Black)

 a sense of independence;
 having common sense;
 a sense of social responsibility
and awareness of public
 natural curiosity;
interests;  the ability to speak well and
 awareness of the need to express their thoughts in
maintain their professional
writing;
competence and take care of the
honor of their profession;  flexibility, endurance;
 realizing that dedication to the  attention to details;
standards of professionalism
and to one's professional  good upbringing and
colleagues is more than education;
dedication to the employer who
hired him at the moment.
 purposefulness.
 The effectiveness of PR-specialists depends
on the following main factors
 the practiced model of "public relations", that is, a way of
regulating the organization's relationship with the public
(press agencies / publicity; public information; bilateral
asymmetric and symmetric);
 the role performed in the organization ("executor",
"manager", "manager-communicator", "expert");
 using methods of various sciences in their work;
 identification with a specific social and professional
substructure ("borderline person", "organization person",
"connecting link");
 attitude to your profession.