Грачев А.С., Грачева С.А., Спирина Е.Г. PR-служба компании. Практическое пособие

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, 

, 



PR-



:

ISBN: 978-5-394-00576-3

: 2009

: 160

 IPR Media

:    – PR-,  PR-  

».

   – ,     4- ,

.

 – ,  PR.



     PR- , ,     

  . PR- –  ,   public

relations, .     .  PR-



 30- 20-.

 PR , . «Public

relations»     «   ,

»[1]

 1978  30       

«public relations» (PR)     « ,   ,



, »[2]

  PR    ,     

 .

1.  ()  .    

 PR  PR-.

2.       ,   .,  

 PR-.

3. 

,  – .

4. .

Public relations     .  – ,  

.

 –  – . , , 

, . , , -

,  .

 –    – , ,  – .  

, . 

, 

  ,   ,  ,   , 

, , .

 – , .  PR-

        

 – .

,  PR-.

PR- –    ,      

   «» ,   ,    

, , 

    .  PR-     

, .

, ,  PR-

  ,        

  .       –    PR-. 

  –    ,  ,

 .          

. PR-

 ,        

. ,  PR-

, , , , 

.

 : PRESSI ( HERSON )

,  PR-, . 

  .

   PR-   

,    ,     

      .  

,  PR-

  ,        , 

 ,     

.

PR-,  

».  , 

     . , ,  1988   

       Coca-Cola.  

    PR- .     Coca-

Cola     ,   ,   ,

   ,     ,  

    .       

, .

   , PR-      

,         

   ,    ,   ,  

, .

PR- – , . ,

 , , ,         .

 PR-      ,  

     ,  .  . PR-  

, , ,      

   ,    , 

, .

 , PR-     ,  

, , 

 ,         ,

 PR-   , .      

 «».

 1

PR- – 

1.1.  PR- «»

        PR-,      

, , , 

.

       ,   PR-   

. PR-      , . PR 

    ,       

.

, 

   « ».     ,

.        , 

. ,  

   , .      , 

, .

         

 PR-, 

.

       ,  PR-  –

,         

    , .      

.

   PR-      ,  

 PR, 

.

      PR-    ,

, .

  , ,   .   

 PR-, : , 

.

,     ,      

  ,   , .   

.

      , . PR-

.        ,

, , , , , ,  (

) .

      ,   

   , .   PR-    

.

  ,   PR-      , 

        

, 

.

1.2. . PR- – ?

 , , ,        PR-,   

, 

.

 : PRESSI ( HERSON )

, , , 

,  « »,    (. 

    ,       ). ,

,     «» ,    «

» , , .

    PR-  .    

  ,  pro  contra,    ,   

.

 PR-, 

  (,   ),  

  ,  ,  PR- 

 .    –  ,  

, 

, .

    ,   PR-   

 . ,    PR- 

,  PR-.   PR-, ,

, , , 

        .  

      ,   «  

»,         PR-,   

.

       ,     

        PR-,  

    (  )      PR-. ,

  ,        , 

.

1.3.  PR-

PR- ,  ,     

. 

. .

    PR-,     

:

1) ;

2) :

• :

) ;

)  «», ;

• ;

• : , ,  – :

) ;

) ;

) ;

) ;

3) :

• , , ;

• ;

• ;

• ;

• ;

• ;

• .

      ,    , 

           .

 PR-

. , 

        

 .  PR-

, .  – 

.

 ,    ,   public relations  .

     « »   PR[3]. 

»  (), 

  PR-.    –   , 

  ,     – 

.  PR.

     ,  PR-   

.

 PR-      ,

, .

     )   

, , 

 ,      PR    

.

        .  PR 

         

.

PR-. 

  –         

.

          

,   PR  ,

 : PRESSI ( HERSON )

, 

  .  PR-   

      ,     

           

, .

 PR-, ,

, .

 –   , ,     

.

,  , 

, .

    –   PR-,   ,

    ,  ,    , , 

,    , PR- –    ,

.

   PR        ,

, ,  ,   ,  

   .  PR-    

  ,   .  PR- 

, , .

  PR- :

•           

;

•         

,            

;

•           

;

•      PR-     -

,        

;

•          

;

•   ,  

   ,      

.

1.4.  PR-.  PR-?

   PR-        

   ,          

:

• , 

;

•         

, ;

• ;

•     ,    ,

;

•          

, ;

•         

;

• , , ;

•      

;

•       ,  

, ;

•   ,         

.

   ,        

,  PR-.

     ,      ,

    PR-   .     

, 

    ,      

 ().



  , ,    ,  

.

    ,    , 

         

, .

            

, .

PR-    ,       

.  100% ,  PR-

,     ,        

 ,    .    90%    

 PR-. , ,

       .  ,   

,  – ,  PR-.

 : PRESSI ( HERSON )

, ,        ,  « », –

 .

   –      ,    

            ,

.

    PR-,  

          ,

,  PR 

     ,   ,  

.

   PR-    .     

PR-     ,     

         

.

, , 

   ,   , ,  

, .

, ,  PR-

,  PR- – , -

, 

.  PR-

 ,          

 ,    ,        

.

 PR-,

      , .    , 

        

, .

   « »,    

, PR-,

, .

. 

,  .

,  «», 

, .

          

      ,   

   (    ,    ,

, ).

       , PR-

    ,   

.  «», 

.

    PR-       , 

      ,  ,  ,

.      , 



.

 PR- 

  ,     ,

, 

, , .  PR-

.

   PR-      

. , 

, ,

.

      PR,   

   .  , ,   PR- 

, , .

    PR-  

    .  PR-

, , .

   PR-       

  ,    

 ,       

.

,    ,        ,  

       PR-,  PR   

:  ,  PR-,  ,

.

    PR-     

      ,      

.

,  ,  PR-

   . , PR-      

 . PR- «

» ,  PR-.

,        

.      ,     

 , , , 

, . 

,  PR-, 

.

, PR-     

.  PR-   ,       

 : PRESSI ( HERSON )