Ipr of the non-governmental organizations

As stated above, PR is an important tool of the various non-governmental organizations. Such organizations do not have at their disposal those means that are used by the governments, that is why, to attain their aims they have to address directly to the general public. They hope that the quantity and single-mindedness of their adherents can make those in power consider the demands, so to say, “from the street”.

One should not exaggerate the possibilities of the non-governmental organizations who struggle against the speed-up system with the help of PR-methods; nevertheless, their efforts do achieve some results and thus counterbalance self-interest and cynicism of those in power.

In the below-represented table there is the information about other large non-governmental organizations who frequently use the IPR-methods for their purposes. (For more details see: www.greenpeace.org, www.amnesty.org)

Table II

International non-governmental organizations

The name of the organization	The year of its foundation	Purposes	The number of members and supporters	HQ
World Wildlife Fund	1961	Protection of the endangered species of flora and fauna	?	Gland, Switzerland
Amnesty International	?	Struggle against violation of human rights, protection of the political prisoners’ interests	1,8 mln of people	London
Greenpeace	1971	Active counteraction to the ecocide	2,8 mln of people	Amsterdam

Ipr of the private companies. Private pr agencies

At the close of the 19^th century it was rather hard to presuppose that in the process of establishing public relations the capital (together with the supporting state power) will use something more than economic or even force pressure. In America the bleakest example of the non-economic pressure was the usage of the armed forces against the striking workers in Chicago in May 1886 and in Ludlow, the minor’s town in the Colorado state, in April 1914. The certitude of the American business tycoons in their impunity was unequivocally expressed by the transport tycoon William Vanderbilt. In answer to the warning about the possible public disgust this “railroad king” said: “The public be damned!”

In the 20^th century the IPR development of the American private business depended greatly upon the active penetration of the American companies into the foreign markets and upon the formation of the united world market. The work abroad made the transatlantic businessmen use new approaches to their business, in particular – establishing mutual understanding and benevolent relations with the foreign consumers.

The participation of the IPR specialists is also necessary for the solution of the crisis situations arisen from time to time between the American companies working abroad and their foreign partners.

PR directions and methods in the international relations

By the PR direction we mean the whole set of specific tasks the successful solution of which predetermines the achievement of the general PR goals (see Introduction). When we speak about the general IPR goals, we point out what we finally expect from this very activity. When we speak about the IPR mainstreams we emphasize what has to be done to achieve our goals. Each direction presupposes the solution of the specific problems and the usage of these or those methods. Speaking about IPR methods, we point out how exactly we should act to achieve our goals.

Among the IPR directions we distinguish: