Modern PR technologies are able to impose their opinion on the masses, and for this it is necessary to master the intricacies of communications. Let's take a closer look: what it is and how to manage this process.
Definition of PR
Let's first understand the essence of the concept of public relations. What it is? This is primarily communication, that is, communication between people. As an independent science, this phenomenon began to function several centuries ago, but the principles and methods of that time are significantly different from today.
PR as a subject of study, as a set of methods for conveying the "correct" information in its current interpretation began to be used at the beginning of the twentieth century. Today it is a way of communicating with people on behalf of a particular business, a kind of management tool.
Public relations - what is it? It is also the use of feedback levers, soliciting opinions from the user and the masses in general. Based on the data obtained, the so-called PR specialists build the prevailing picture regarding consumer preferences, indirectly change the company's policytowards them. The most important thing in public relations is to convey information about these changes to the masses, to let them know that these reforms are favorable for them.
What is PR based on?
As mentioned above, the foundations of public relations are primarily in the exchange of information both from a particular company and from potential consumers. Therefore, it is important to make this communication process optimal and fruitful.
There are some secrets used by PR people, because their main task is to unobtrusively convince the masses of their point of view, representing the interests of the manufacturer. In fact, persuasion will become much easier if the firm sticks to simple basics:
- A potential buyer loves with the eyes. Therefore, it is important to choose the right and easy-to-perceive picture for a product or service, which will eventually become a logo.
- Correct name. The company should have a simple and memorable name for both modern young people and retirees.
- Personal contact. The masses are much easier to contact a person who has a name, and if a visual connection can be established with him. It is unlikely that anyone will have the desire to pay attention to emails, which we all used to call spam mailings.
Secrets of successful PR
The public relations system is extremely multifaceted and more complex than it seems at first glance. In order to successfully manage the opinion of the masses, it is not enough just toto convince, it is also necessary to foresee events in advance and be able to beat them so that they happen for the good of the company.
But for a successful PR campaign, it is not enough to be aware of what is happening, it is also necessary to plan how circumstances may develop, and at the same time not let go of offensive positions.
After all, in addition to all of the above, public relations - what is it? This is a constant control of not only the information received, but also provided. Therefore, under the constant control of PR specialists, the media receive only the data that the company considers necessary to give out.
In addition, every employee who has access to the media must echo his predecessor and successor, in journalism this concept is also called monophonic provision of information.
How to become a PR person?
At the moment, there is a direction called "Public Relations" at the faculties of journalism. The speci alty as such does not exist independently, and is closely related to such areas as sociology and oratory.
Currently, many modern universities teach the skill to receive and process the necessary information, as well as correctly present it. However, it is worth noting that PR is rather a state of mind, and this cannot be taught in five years.
You can read literature as much as you like and learn the intricacies of the art of PR, but it is important to be able to feelopponent and be able to convey exactly the correct and necessary information to the masses of people.
Therefore, becoming a PR master does not mean succeeding in mass communications, this is not enough.
And now about how to become a good PR man
As we have already found out, it is not easy work - to know the intricacies of public relations, the speci alty itself is complex, and there is not enough pure theory in it.
There are several secrets that will help the newcomer to establish close contact with the masses:
- If you are given any information, never hesitate to insist on its completeness and accuracy.
- It's no secret that people are drawn to ordinary people. Therefore, sincerity is your main weapon.
- No event deserves to be boring and monotonous. Therefore, its fascination is only in your hands.
- Don't give your point of view if it's negative. A successful PR person is a friendly conversationalist.
- Public opinion is the most important thing for you, so never neglect it and always take the time to learn it.
- A good PR person never stops. While you are resting, a successful master wins people over to his side.
The best craftsmen
And now let's talk about the person who formulated and combined the above postulates into a single whole. This is Sam Black. Public relations would not have such popularity and importance in business today without him.labor.
The weighty lectures of a well-known sociologist have become a huge contribution to modern PR. Indeed, in modern Russia, public relations - what is it? This is the fruit of the labors of Sam Black. It was he who at one time discovered the theory of brand communications for the post-Soviet space in order to promote business. Although no less interesting is the fact that the roots of the PR maestro originate in Russia, however, in 1912 his parents emigrated to England.
Russian PR
Organization of public relations in the post-Soviet space is new ground and so far quite profitable. Despite several decades of development, it is still too early to say that the modern domestic promotion of mass communications is at the peak of its perfection.
The main tool of public relations in the Russian market is banner advertising. It is too early to talk about successful and continuous feedback from the consumer, whether he likes this or that product and what he would change in it at his own discretion. The task of the current post-Soviet buyer is to consume what advertisers kindly provided him.
Perhaps a few more decades will pass, and various events for disadvantaged children, orphans, pensioners, disabled people with disabilities will be held not only on the eve of political elections in the post-Soviet space, but simply at least for the sake of people tasting that or other tea. But for now, we are far from that, and we are content with what they give.
