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Башкирский Государственный Аграрный Университет
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[НЕСОРТИРОВАННОЕ]
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Коммуникационный менеджмент в связях с общественностью. Учебное пособие

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06.09.2026
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ƬǥnjǘǎǥǙǘǍǕNJnjǏ
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௻௷ ƪǕǏǢǒǗNJƲ௷Ƭ௷ƹNJNjǕǒǔƺǒǕǏǓǢǗǑǎǕǩǖǏǗǏǎǐǏǚǘnj௸Ʋ௷Ƭ௷ƪǕǏǢǒǗNJ௷—
ƶ௷ఃƲƴƾఃLJƴƶƸƻ௵௻௹௹௽௷
51
௼௷ ƭǗNJǜǨǔƸ௷Ƶ௷ƸǛǗǘnjǥǜǏǘǚǒǒǔǘǖǖǝǗǒǔNJǠǒǒ௸Ƹ௷Ƶ௷ƭǗNJǜǨǔ௷—ƶ௷ఃƴƷƸ௶
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௺௹௷ ƻǜǚǝǐǒǗǛǔNJǩ Ʒ௷ Ʒ௷ ƴǘǖǖǝǗǒǔNJǠǒǘǗǗǥǓ ǖǏǗǏǎǐǖǏǗǜ௷ ƴǘǗǛǙǏǔǜ ǕǏǔ௶
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௺௹௷ ƲǑǔNJǔǒǟǧǜNJǙǘnjǛǘǛǜǘǒǜǚNJǑǚNJNjǘǜǔNJǛǒǛǜǏǖǥnjǗǝǜǚǒǔǘǚǙǘǚNJǜǒnjǗǥǟ
ǔǘǖǖǝǗǒǔNJǠǒǓఈ
52
ƴǘǗǜǚǘǕǦǗǥǓǜǏǛǜ
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NJ௲ ǧǞǞǏǔǜǒnjǗǘnjǘǑǎǏǓǛǜnjǘnjNJǜǦǗNJǛnjǘǒǘǜǎǏǕǥǒǙǘǎǚNJǑǎǏǕǏǗǒǩ௵ǗNJ
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NJ௲ ǒǗǜǏǚǙǚǏǜNJǠǒǒǒǗǞǘǚǖNJǠǒǒఄ Nj௲ ǧǞǞǏǔǜǒnjǗǘǍǘ ǎǏǕǘnjǘǍǘ ǘNjǣǏǗǒǩ௵ ǝǛǜNJǗǘnjǔNJǖǒ ǔǘǚǙǘǚNJǜǒnjǗǘǓ
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nj௲ ǒǛǔǕǨǡǒǜǏǕǦǗǘ௵ǧǞǞǏǔǜǒnjǗǘǍǘǘNjǣǏǗǒǩ௷
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53
ƹǚǘǎǘǕǐǒǜǏǙǚǏǎǕǘǐǏǗǒǏ
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33
 ƻǖ௷ః ƭǚNJǡǪnjƬ௷Ʋ௷ ƴǘǖǖǝǗǒǔNJǜǒnjǗǘǏ ǙǚǘǛǜǚNJǗǛǜnjǘ ǛǘnjǚǏǖǏǗǗǘǍǘ NJǚǜ-ǚǥǗǔNJ ௸ Ƭ௷Ʋ௷ƭǚNJ௶ ǡǏnj௸௸ƲǑnjǏǛǜǒǩƺǘǛǛǒǓǛǔǘǍǘǍǘǛǝǎNJǚǛǜnjǏǗǗǘǍǘǙǏǎNJǍǘǍǒǡǏǛǔǘǍǘǝǗǒnjǏǚǛǒǜǏǜNJǒǖ௷ƪ௷Ʋ௷ƭǏǚ௶ ǠǏǗNJ௷—௻௹௹ఁ௷—ȟ௾௿௷—ƻ௷௺ంఁ–௻௹௼௷
34
ƴǚǒnjǏǠƪ௷ ƹ௷ ƾǘǚǖǒǚǘnjNJǗǒǏ ǔǘǖǖǝǗǒǔNJǜǒnjǗǘǍǘǙǚǘǛǜǚNJǗǛǜnjNJ nj ǎǒNJǕǘǍǏ njǕNJǛǜǒǒ ǘNjǣǏ௶ ǛǜnjNJ௸ƪ௷ƹ௷ƴǚǒnjǏǠ௸௸ƷNJǝǡǗǥǏnjǏǎǘǖǘǛǜǒƫǏǕǍǘǚǘǎǛǔǘǍǘǍǘǛǝǎNJǚǛǜnjǏǗǗǘǍǘǝǗǒnjǏǚǛǒǜǏǜNJ௷ƻǏ௶ ǚǒǩఃƲǛǜǘǚǒǩ௷ƹǘǕǒǜǘǕǘǍǒǩ௷LJǔǘǗǘǖǒǔNJ௷ƲǗǞǘǚǖNJǜǒǔNJ௷—௻௹௹ం௷—Ƽ௷௺௹௷—ȟఀ௷—ƻ௷௻௻௾–௻௻ం௷
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 ƻǘǔǘǕǘnjNJ Ʋ௷ ƫ௷ ƹǚǘǏǔǜǒǚǘnjNJǗǒǏ ǒ ǘǚǍNJǗǒǑNJǠǒǩ ǙǚǘǏǔǜNJ-ǎǒNJǕǘǍNJ nj ǔǘǖǖǝǗǒǔNJǜǒnjǗǘǖ ǙǚǘǛǜǚNJǗǛǜnjǏǛǘnjǚǏǖǏǗǗǘǍǘǝǚǘǔNJ௸Ʋ௷ƫ௷ƻǘǔǘǕǘnjNJ௸௸ƬǏǛǜǗǒǔƼǘǖǛǔǘǍǘǍǘǛǝǎNJǚǛǜnjǏǗǗǘǍǘ ǙǏǎNJǍǘǍǒǡǏǛǔǘǍǘǝǗǒnjǏǚǛǒǜǏǜNJ௷—௻௹௺௽௷—ȟ௻௷—ƻ௷ం௻–ం௾௷
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37
௵ǔǘǜǘǚǥǏnjǥǙǘǕǗǩǨǜǚNJǑǕǒǡǗǥǏǚǘǕǒnjǧǜǘǖǙǚǘǠǏǛǛǏ௷ ƫNJǑǒǛǗǥǓǛǝNjǤǏǔǜnjǔǘǖǖǝǗǒǔNJǜǒnjǗǘǖǙǚǘǛǜǚNJǗǛǜnjǏnjǥǙǘǕǗǩǏǜǘǙǚǏǎǏ௶ ǕǩǨǣǝǨǚǘǕǦ—ǘǗǑNJǒǗǜǏǚǏǛǘnjNJǗnjǔǘǖǖǝǗǒǔNJǜǒnjǗǘǖǙǚǘǛǜǚNJǗǛǜnjǏ௵Ǟǒ௶ ǗNJǗǛǒǚǝǏǜǙǚǘǠǏǛǛǞǘǚǖǒǚǘnjNJǗǒǩǒǝǙǚNJnjǕǏǗǒǩǔǘǖǖǝǗǒǔNJǜǒnjǗǥǖǙǚǘ௶ ǛǜǚNJǗǛǜnjǘǖ௵ǘǠǏǗǒnjNJǏǜǏǍǘǧǞǞǏǔǜǒnjǗǘǛǜǦ௷ƼǏǟǗǘǕǘǍǒǡǏǛǔǒǏǐǏǛǝNjǤǏǔǜǥ ǔNJǔǙǚǘǞǏǛǛǒǘǗNJǕǥnjǛǞǏǚǏǔǘǖǖǝǗǒǔNJǠǒǓǛǜǚǘǩǜǔǘǖǖǝǗǒǔNJǜǒnjǗǘǏǙǚǘ௶ ǛǜǚNJǗǛǜnjǘǒǝǙǚNJnjǕǩǨǜǒǖnjǛǘǘǜnjǏǜǛǜnjǒǒǛǒǗǜǏǚǏǛNJǖǒNjNJǑǒǛǗǘǍǘǛǝNjǤ௶ ǏǔǜNJ௷
Ƭǘ-njǜǘǚǥǟ௵ǗǏǘNjǟǘǎǒǖǘǒǖǏǜǦnjnjǒǎǝ௵ǡǜǘǠǏǕǏnjǥǏǍǚǝǙǙǥǘNjǣǏ௶ ǛǜnjǏǗǗǘǛǜǒ nj ǔǘǖǖǝǗǒǔNJǜǒnjǗǘǖ ǙǚǘǛǜǚNJǗǛǜnjǏ ǑNJǗǒǖNJǨǜ ǙǘǕǘǐǏǗǒǏ ǘNjǤǏǔǜNJ௷ƸǎǗNJǔǘǙǚǒǧǜǘǖǛǕǏǎǝǏǜǙǘǖǗǒǜǦ௵ǡǜǘǠǏǕǏnjǥǏǍǚǝǙǙǥǗǏǖǏǚǜ௶ njǥǓǘNjǤǏǔǜ௵ǔNJǔǘnjǥǖǖǘǐǏǜNjǥǜǦ௵ǗNJǙǚǒǖǏǚ௵ǔǘǖǙǦǨǜǏǚǒǕǒǎǚǝǍǘǏǜǏǟ௶ ǗǒǡǏǛǔǘǏ ǝǛǜǚǘǓǛǜnjǘ௵ NJ NJǔǜǒnjǗǥǓ ǛǘǠǒNJǕǦǗǥǓ ǘNjǤǏǔǜ௵ ǔǘǜǘǚǥǓ Ǚǚǒ ǘǙǚǏǎǏǕǏǗǗǥǟǝǛǕǘnjǒǩǟǖǘǐǏǜǑNJǗǒǖNJǜǦǙǘǕǘǐǏǗǒǏǛǝNjǤǏǔǜNJ௷
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37
ƲǗǞǘǚǖNJǠǒǩǙǘNjNJǑǒǛǗǥǖǒǜǏǟǗǘǕǘǍǒǡǏǛǔǒǖǛǝNjǤǏǔǜNJǖPRǎǏǩǜǏǕǦǗǘǛǜǒǙǚǏǎǛǜNJnjǕǏǗNJ njǔǗǒǍNJǟఃƯǖǏǕǦǩǗǘnjƻ௷ƶ௷ƼǏǘǚǒǩǒǙǚNJǔǜǒǔNJǛnjǩǑǏǓǛǘNjǣǏǛǜnjǏǗǗǘǛǜǦǨఃǝǡǏNjǗǘǏǙǘǛǘNjǒǏ ǎǕǩNJǔNJǎǏǖǒǡǏǛǔǘǍǘNjNJǔNJǕNJnjǚǒNJǜNJ௸ƻ௷ƶ௷ƯǖǏǕǦǩǗǘnj௷—3-ǏǒǑǎ௷௵ǒǛǙǚ௷ǒǎǘǙ௷—ƶ௷ఃƲǑǎNJ௶ ǜǏǕǦǛǜnjǘ LjǚNJǓǜ௵ ௻௹௻௼ఄ ƴǚǒnjǘǗǘǛǘnjƪ௷Ʈ௷ ƸǛǗǘnjǥ ǜǏǘǚǒǒ ǛnjǩǑǒ Ǜ ǘNjǣǏǛǜnjǏǗǗǘǛǜǦǨ ௸ ƪ௷Ʈ௷ƴǚǒnjǘǗǘǛǘnj௵Ƹ௷ƭ௷ƾǒǕNJǜǘnjNJ௵ƶ௷ƪ௷ǂǒǢǔǒǗNJ௷—ƻƹNjఃƹǒǜǏǚ௵௻௹௺௹ǒǎǚǝǍǒǟ௷
57
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ƬǚNJǖǔNJǟǛǒǜǝNJǜǒnjǗǘǍǘǙǘǎǟǘǎNJǙǚǒnjǏǎǏǖǔǕNJǛǛǒǞǒǔNJǠǒǨǍǚǝǙǙǘNj௶ ǣǏǛǜnjǏǗǗǘǛǜǒƾ௷ƴǘǜǕǏǚNJ௵ǘǎǗǘǍǘǒǑnjǒǎǗǥǟNJǖǏǚǒǔNJǗǛǔǒǟǝǡǏǗǥǟnjǘNjǕNJ௶ ǛǜǒǖNJǚǔǏǜǒǗǍǘnjǥǟǔǘǖǖǝǗǒǔNJǠǒǓ௷ƲǛǙǘǕǦǑǝǩǜǏǚǖǒǗmǔǘǗǜNJǔǜǗǥǏǍǚǝǙ- Ǚǥ}௵ǘǗǙǚǒǡǒǛǕǩǏǜǔǜNJǔǒǖǍǚǝǙǙNJǖǙǚǒǖǏǗǒǜǏǕǦǗǘǔǖNJǚǔǏǜǒǗǍǘnjǘǓ ǛǚǏǎǏǘǚǍNJǗǒǑNJǠǒǒǛǕǏǎǝǨǣǒǟǛǝNjǤǏǔǜǘnjǛǘǠǒNJǕǦǗǘǍǘnjǑNJǒǖǘǎǏǓǛǜnjǒǩః
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௻௷ ƻƶƲ ௱ǍNJǑǏǜǥ௵ ǐǝǚǗNJǕǥ௵ ǚNJǎǒǘǛǜNJǗǠǒǒ௵ ǜǏǕǏǠǏǗǜǚǥ௵ ǒǗǜǏǚǗǏǜ
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ǙǚǏǎǛǜNJnjǒǜǏǕǒǖǏǗǦǢǒǗǛǜnj௵mǑǏǕǏǗǥǏ}ǒǙǚǘǡ௷௲௷ ௾௷ ƶǏǛǜǗǥǏǔǘǗǜNJǔǜǗǥǏǍǚǝǙǙǥ௱ǘNjǣǒǗǥ௵ǖǏǛǜǗǥǏǐǒǜǏǕǒǒǜ௷Ǚ௷௲௷ ௿௷ ƬǗǝǜǚǏǗǗǒǏǔǘǗǜNJǔǜǗǥǏ ǍǚǝǙǙǥ ௱ǚNJNjǘǡǒǏ ǒ ǛǕǝǐNJǣǒǏ ǎNJǗǗǘǓ
Ǟǒǚǖǥ௲௷ ఀ௷ ǂǒǚǘǔNJǩǙǝNjǕǒǔNJ௷
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