The PR man: portrait of a hero

PR - thetranscription of the English abbreviation PR or public relations, which roughly translated means "public relations."

Sometimes referred to as PR professionals experts in public relations. This, of course, closer to the Russian language, but it sounds long and not fully express the essence of the profession. Therefore, we will use sustainable "PR man" expression.

One of the definitions of tasks can be considered as a good PR man: "The construction of a sustainable business reputation and image in the eyes of society."

PR phrase coined the US President Thomas Jefferson in 1807, and a hundred years later, Ford start to consciously influence the public consciousness. It is the corporation first poll and released the first corporate magazine was held.

Officially, in the PR it was revived after the Chernobyl disaster, when there was an urgent need to save the reputation is not the individual but the whole country. But in fact it is, of course, not the case.

Just in Soviet times was substituted PR often frontal propaganda and direct manipulation. Therefore, many of our politicians continue to believe that the public mind it is easy to manage and without the involvement of intricate technologies.

In the West, PR is considered a serious profession that requires extensive training, long practice, basic knowledge of psychology, sociology, marketing and advertising. Following these ideas, our universities opened departments and refresher courses. They regurgitate the contents of the "bible" PR - the book Sam Black Public relations, illustrating the abstract examples from practice.

Meanwhile, we have a PR is actually determined by one word - communication.

Can be arbitrarily long to comprehend the theoretical foundations of the profession, but are absolutely helpless when confronted with reality. To attach the media the right information can be for the money, and it is possible, agreed with the familiar journalist. Give effect to the "useful" for the company rumored to organize a presentation of the company mentioned in the television news ... The fact that in other countries are either very expensive or prohibited by law, we may through mutual acquaintances and services.

In the West, PR specialist is often a second or third person in the company. We have far from it, but today a man with ties being hunted. At the same time it is important that he had informal acquaintance with any of the public officials, municipal authorities, TV crews and newspaper editors. Education, previous occupation are not the most important. Successful experience, adaptability and quick mind - that is appreciated today.

Unlike advertising manager, PR person disseminates the information that is not directly forced to buy a product or service. It forms the company's image, product, event.

For example, the company produces goods in a competitive environment. It decided to promote it under the environmental banner. At the level of advertising to introduce this statement is impossible. So, we need to prepare the soil -.. Pay attention to the ecological disaster that threatens our lives, to introduce into the consciousness of the need in that product, the belief in its indispensability, etc. All this seeking of hidden advertising - interviews with scientists, provoked public opinion polls, and so on. d

PR, despite the apparent clarity, the occupation is extremely complex and dependent. There is a term - work flow crisis. It occurs when there is a threat to the reputation or attack competitors. Then there is no one more important than the PR man. It must correctly and accurately respond to the situation, control literally every publicly spoken word, to write speeches for his leadership and even speak with the lawyers in the courts.

But worst of all, perhaps, we have those who are engaged in political PR, that is, creates and promotes the image of politicians. Here main work begins in the pre-election period. There are many books on election technology. But few where you can get acquainted with the methods that are often used in domestic politpiare. For example, the introduction of candidates namesakes in one area, initiating support sexual minorities opponent, the opponent putting up flyers on windshields of cars (which is irritating) and the organization of night calls supposedly from the same opponent. More "subtle" methods are considered to increase the ballots when voters eventually stop going to the polls. Or publishing false ratings to enhance the psychological pressure on the competitor's manipulation of the voting sheets and t. D.

Political PR - the most rigid and uncompromising work, where people are strong-willed and, to tell the truth, not too burdened with ethical standards.

PR - it is not just a set of knowledge and intentions. This particular kind of character that allows you to be always in the thick of things, to forget about their own interests, to compromise the principles and adhere to personal devotion. A good PR person feels the consumer (viewer voter) that is called the spinal cord, and then respond in word and deed. He inspires confidence and is able to convince anyone of anything. Best of the best in the profession say they can "roll out" any business - from radio and fan plant before the concert string quartet in the district house of culture.

And, by the way, get a lot of money.

Portrait of a hero

PR must be absolutely loyal to the ideas of the company or group of people whose interests it protects. The International Code of Conduct states that the PR person must not knowingly disseminate false or misleading information. But the practice says something else: a good PR man ready for the fact that sometimes he has to conceal the truth, sometimes slightly correct the facts, and sometimes openly misinform others.