KAU Public Relations Golikova V.I 2012
Ministry of education and science of the republic of kazakhstan
International educational corporation
Kazakh-american university
Golikova V.I
HAND-OUTS
ON THE COURSE
“Public Relations”
FOR the 2nd YEAR STUDENTS.
MAJOR “INTERNATIONAL RELATIONS“
ALMATY 2012
Author: Golikova V.I., KAU assistant professor
Recommended for publishing by decision of the Methodical-Scientific Council of General Education and Humanities Department, Kazakh-American University, the minutes №______________
Hand-outs on the course «Public Relations» are developed for the 2nd year students of “International Relations” major. Hand-outs correspond to the curriculum and syllabus. The collection of handouts will help students to take active part at lectures and seminars. Hand-outs also may be used to develop individual and creative work skills and at exams preparations.
©International Educational Corporation
Kazakh- American University
Golikova V.I. 2012
1. Introduction to Public Relations
1 Subject “Public Relations”
The term “ Public Relations” has about 500 definitions and means many different things to different people. First time the term was used in the speech of American president Th. Jefferson. The broadest definition of PR was offered by S.E. Grunig and T. Hunt in 1984 “PR is the management of communication between an organization and public.”
Public Relations is the planned and organized effort of a company or institution to establish mutually beneficial relationships with its various publics. It is a science of public opinion managering.
Publics may be defined as the various groups of people who are affected by the operations of a particular firm or institution. There are about 150 various public groups. Group is an active social formation united by a certain problem. There are 3 factors which may transform latent public into active (J Grunig):
1) comprehension of a problem
2) comprehension of restriction formed by the problem
3) level of involvement of public into problem situation
PR specialist is an agent and mediator between his customer and society.
TRIAD OF PR
Customer PR specialist Society
Contemporary PR involves 3 general responsibilities and functions:
1. working with interpreting and monitoring public opinion;
2. establishing the communication between organization and its public;
3. managerial function
One of the tools of PR is publicity – it is a practice which attempts to place favourable stories in mass media.
Propaganda is a tool of policies and social control, its aim is to change viewpoints of followers in the interests of propagandists.
2. PR and advertisement. PR and propaganda
PR is a phenomenon of the XX century, but the practice of PR can be seen throughout the history.
More developed PR emerged as the result of the industrial revolution. Enterprises needed markets, society needed information about goods.
Marketing:
First methods of PR used all forms of human communications: publicity, speech, meetings, charity, propaganda and press. In the XIX c. politicians used press-release, posters, emblems to gain popularity.
Advertising:
Common between PR, advertising and marketing is in models of influence (model AIDA):
attention
interest
desire (to follow advice
action (in the interest of organization
Difference between PR and advertising
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PR |
Advertising |
Function |
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Communication |
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Sponsored (paid for) |
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Difference between PR and propaganda
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PR |
Propaganda |
Goals
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Methods |
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Control ( especially in totalitarian states) |
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Another theory: PR , ads and propaganda can communicate, new terms are:
“ integrated market communication”, “convergent communication”-(взаимодополняющие коммуникации) - they integrated General Advertising
( общая реклама), Direct Response
3.Glossary ( to be filled in Kazakh by students)
Mediator- посредник
Сounseling- консалтинг
Customer- заказчик, клиент
Employer - предприниматель
Sales promotion- стимулирование сбыта
Employee – служащий
Task for IWS. History of PR in modern times
Task for office hours “ Black PR”
References
Mandatory
Шарков, Public Relations, учебное пособие, М. 2009
Аги У., Самое главное в PR. Питер, 2008