What is the history of public relations. Moscow State University of Printing Arts
The need for public relations arises at a certain stage in the development of civil society, when the state and citizens become interdependent. On the one hand, citizens not only need support and social protection by the state, but also have the right to know about the facts public life and events taking place in the country. On the other hand, state authorities become dependent on citizens and public associations and need approval for their actions. In a word, conditions are being created in which, in order to solve socially important problems, it is necessary to consolidate the interests and coordinate the actions of various groups of society. Thus, the key to the emergence of public relations activities is the creation of the democratic foundations of society.
In Russia, as well as throughout the world, PR arose during the formation of a democratic and civil society and the country's transition to a market economy. New conditions contributed to the emergence of a large number of subjects of political and economic activity(multi-party system, independent media, commercial organizations), whose task was to attract public attention to themselves and distract them from competitors. Therefore, completely new communication technologies were needed to establish a dialogue between all subjects of the political and economic sphere with the Russian public. PR technologies became such technologies.
PR communications appeared in Russia in the late 1980s. The following stages of the emergence of public relations in Russia can be distinguished:
I stage – pre-institutional(1988–1990). At this stage, the first sign of the institution is formed - the subjects professional activity. The first subjects of the PR market in Russia are the Moscow offices of international agencies and press services in government agencies. Active development entrepreneurial activity contributes to the emergence of the first domestic firms that provide the simplest PR services, for example: Niccolo M (1989), Mission L (1989), Imageland PR (1990).
II stage – institutional(1991–1994). During this period, the initial organization of subjects of PR activities appeared, namely, in 1991, the first professional association of PR specialists was created - the Russian Association for Public Relations (RASO). In 1992, MGIMO opened a new specialty - "Public Relations". Domestic PR agencies continue to appear: Nike, Image Contact, Alter Ego, Mikhailov and Partners (1993). In 1994, the RASO adopted the first document regulating the activities of PR specialists, the “Declaration ethical standards and principles in the field of public relations. During these years, Russian agencies are mastering Foreign experience, gradually adapting it to domestic conditions, and begin to conduct major PR events and information campaigns. The most active PR is developing in politics.
Stage III – active development(since 1995). This stage is characterized by a qualitative leap in the development of public relations. The following circumstances significantly affected the qualitative change in the Russian PR market:
· Expansion and complication of the practice of election campaigns, which have become the most capital-intensive area of PR activities;
· a crisis of public confidence in the media, which in turn necessitated the creation of a field of increased information reliability.
Since 1996, the first professional magazine "Sovetnik" began to appear, which by 2002 was supplemented by the magazines "Communication", "PR in Russia", "PR-dialogue". In 1997, the National Prize in the field of public relations development "Silver Archer" was established, which became the first certificate of the quality of domestic PR services. Since 1999, annual exhibitions "PR, consulting, elective technologies" have been organized. Since 2000, the All-Russian competition of student works in the field of public relations "Crystal Orange" has been held. In 2001, a public Certification Committee was created, which began to carry out the procedure for voluntary certification of PR agencies and individual PR specialists. Thus, by the end of the twentieth century, PR in Russia acquired institutional features and became new area communication, which performs an important mission in society.
Currently, PR is carried out in almost all sectors and spheres of Russian reality: in public administration, in business and politics, in education and healthcare, in show business and sports. Depending on the industry affiliation, PR has certain specifics. Let's look at it by industry.
Government sector. In the public sector, PR is present in the structures of two branches of government: legislative and executive. The third, judicial, due to its specificity, should be isolated from any influence and interference until the final decision is made.
PR in public authorities is carried out in the following areas:
Establishment, maintenance and expansion of contacts with citizens and organizations;
informing the public about the decisions being made;
· Gaining public support for government decisions by publicly explaining to citizens the activities of government agencies;
· studying public opinion in order to optimize state policy;
analysis of public reaction to actions officials and authorities in general;
· Forecasting socio-political processes.
Many state structures of Russia have their own PR departments, for example: the Office of the President of the Russian Federation for Public Relations, the Department for Public Relations of the Government of the Russian Federation, the Department for External and Public Relations of the Central Bank of Russia, the Office for Public Relations of the Moscow City Hall, the Bureau of Public Relations Russian foreign intelligence services.
However, there are a number of shortcomings in the implementation of public relations government bodies:
¨ informational, analytical and prognostic activity is a priority in the federal authorities. Here, the main sign of public relations is practically absent - a two-way dialogue between the state and the public;
¨ work on public relations in public authorities is discrete and exists in the form of separate, little interconnected actions;
¨ in many regions there is no well-coordinated policy of various branches of government in the formation of public relations. Relations between the legislature and the executive, and different levels executive power in some regions are confrontational in nature, which does not allow the authorities to pursue a unified information and image policy and increases the public's negative attitude towards the actions of power structures;
¨ in Russia, traditionally, managers at different levels are highly dependent on higher management, which reduces the prestige of their business and moral reputation in the eyes of the public.
In Russia, there is still a mistrust of citizens in the authorities, so the possibilities of public relations can be used to increase the openness of public administration and bring it closer to the interests of citizens.
In addition to public relations within the country, state structures should also provide relations with the international community in order to create a positive image of the country, its economy and politics, as well as its individual representatives.
Commercial sector. In business, PR is aimed at creating a background for positive attitude to the company of consumers, investors, partners, to create stable conditions for the existence of an organization or product. PR in business grew out of the desire commercial companies express your interests and suggestions. This happens because of the growing competition and the importance of attracting consumers, partners, investors, and government officials to our side.
PR departments began to be created at Russian enterprises by the mid-1990s. The first PR services arose in banks, investment companies, and representative offices of foreign firms. Most often in management structure Russian enterprises The PR service does not function independently, but is integral part marketing department or marketing and advertising department. Currently, many Russian companies have their own PR departments, for example, the public relations department of RAO UES of Russia, the public relations center of RAO Norilsk Nickel, and the public relations department of Siberia Airlines.
In commercial structures, the most typical problems in the field of public relations are the following:
¨ ensuring a reasonable balance between maximizing profits and fulfilling the social mission of the organization, i.e. avoiding a sharp discrepancy between the interests of the organization and the interests of customers and consumers;
¨ maintaining a balance between the desire for openness, popularity, high image and preservation trade secret, confidentiality conditions under contracts, and in some cases state secrets;
¨ preventing the transformation of ethically and legally acceptable silences into deception and manipulation of public opinion;
¨ Avoid identifying the functions of the public relations service with the functions of marketing and advertising services.
However, the Russian business for the most part has not yet come to understand the need for PR and its importance for the successful existence of the company in the market. Specificity Russian business, determined by the national mentality, is such that domestic companies begin to realize the need to establish public relations only when they find themselves in a crisis situation. Domestic entrepreneurs associate PR communications with the placement of text advertising in the media.
Socio-political sector. In this sector, public relations are present in the form of PR services of political parties, movements, public organizations, foundations, etc. Here, PR events are aimed at maintaining and correcting the image of a political leader or organization, at maintaining or changing power through work with public opinion. If state PR is conducted by groups in power, then political PR is carried out by groups for which state power is past, future or present. The most important processes in the socio-political sector are election campaigns and lobbying for government decisions.
The main goal of the PR service in the election campaign is to ensure the victory of their candidate in the elections for public office. Achieving this goal involves solving a set of tasks:
prepare the candidate for participation in the election campaign;
· offer the candidate a strategy and tactics of pre-election actions;
· Develop a candidate's election program by identifying channels and means of conveying the desired information to voters;
· form in the representation of voters the proper image of the candidate;
· Ensure control over the course and results of elections.
Lobbying(from the English lobby - lobby, foyer, corridors) is the process of influence of interested groups on decision-making by state bodies, facilitating the passage of certain bills. The essence of lobbying is to draw the attention of politicians and civil servants to any problem. Lobbying streamlines different points of view on the problem and increases the responsibility of the authorities to organized pressure groups that express the interests of public groups, enterprises and entire industries. The positivity of lobbying also lies in the fact that it allows you to legitimize some ways of influencing the authorities, reducing the possibility of generating corruption. The result of lobbying is the consolidation of the interests of various groups of the public and organizations in the adopted regulatory documents.
Lobbying can be closed or open . Closed lobbying represents the influence of interested groups on representatives of power structures, it is work with elected or appointed leaders and deputies. To do this, interest groups can nominate their representatives to government bodies, sponsor their election campaign, or persuade existing government officials to cooperate. open lobbying involves the participation of interested groups in open discussions of the problem, for example, in the media, at parliamentary hearings, at meetings of expert commissions, round tables, etc.
Firms offering PR services as a commodity are becoming a noticeable phenomenon in the structure of the domestic PR market. These organizations can be divided into two groups: specialized and mixed. Specialized firms offer public relations services only. Today in Russia there are about 30 large specialized PR agencies, most of which are located in the European part of the country. 60-70% of their services are political consulting. At the same time, commercial PR services in Russia have not yet received proper distribution. This situation can be explained by the following reasons:
the regularity and relevance of political actions and events in Russia, which creates favorable conditions for the use of PR services and makes them relatively quickly payback and productive;
· ideological immaturity of Russian businessmen in relation to new communication forms;
Lack of experience of specialists implementing PR services.
The second group of organizations offering PR services are mixed agencies, which public relations activities offer as one of the possible services along with advertising, information and publishing activities. Such agencies can provide one-time actions or their technological fragments: press conferences, presentations, seminars, etc. Sometimes these organizations are called communication agencies. They are common in regional and regional centers Russia.
With all the variety of services offered by domestic PR agencies, their external incompatibility and diversification, several main functional areas of activity can be distinguished:
¨ analytical and forecasting activities is aimed at developing an information policy, its strategy and tactics, involves the study of partners, analysis of specific situations and publications in the media, assessment of public opinion, forecast of crisis situations;
¨ organizational and technological activities includes measures and actions to organize and conduct PR campaigns, as well as special events: conferences, presentations, exhibitions, business meetings, shows, etc.;
¨ information and communication activities involves the preparation and dissemination of information in the performance of explanatory work;
¨ advisory activities is a consultation on building relations with the public, choosing forms of cooperation, developing the image of an organization or person;
¨ educational and methodological activity responsible for conducting training seminars, courses, trainings, organizing round tables, conferences.
Thus, the following features and patterns of development of the PR market in Russia can be distinguished:
the formation of the PR services market is associated with the level economic development society, the intensity of democratic reforms, Russia's entry into the global information space;
· At the beginning of the 19th century, one can note the non-independent nature of public relations, their close connection with advertising, information and marketing activities;
· new form communications originate and develop in large Russian cities, where business, political and social activity is observed;
PR is present in all sectors of the country's public life: state, commercial, political, social, etc.;
· Active use of PR technologies is found in politics, since political events in Russia are regular and cost-effective;
· among Russian firms that provide PR services, mixed agencies predominate, however, existing specialized firms differ both in industry areas of activity (politics, economics) and in subject orientation (type, form, nature of PR events and technologies);
· the development of the public relations system is hampered by the cultural, historical and mental characteristics of Russian society, shallow democratic traditions; by and large, PR activity in modern Russia itself needs PR;
The formation of the PR market is accompanied by active development educational activities in the specialty "Public Relations", the emergence of corporate associations of PR specialists and regulatory documents of a professional and ethical nature (charters, codes, rules).
Summary
¨ The prototypes of public relations services took place in the Ancient East, in Ancient Egypt, Ancient Greece and Rome.
¨ The United States is considered the birthplace of public relations as an independent field of activity. In the development of public relations in America, the following stages can be distinguished:
- the second half of the 18th century (during the period of the struggle for US independence, primary PR technologies appeared);
- the first half of the 19th century (the profession of a public relations specialist, personified by the figure of a press agent, was born and received formal recognition);
- the first half of the twentieth century (public relations are developing in three directions: as an independent business area, as a science and academic discipline, as an independent control subsystem);
- the second half of the twentieth century (there is a consolidation of Western PR communities, PR is becoming global).
¨ PR communications in Russia appeared in the late 80s of the twentieth century, which is associated with the process of establishing a democratic and civil law society and the country's transition to a market economy. The following stages of the emergence of public relations in Russia are distinguished: pre-institutional (1988–1990), institutional (1991–1994) and the stage of active development (since 1995).
¨ Currently, PR is carried out in almost all sectors and areas of Russian reality: in public administration, in business and politics, in education and healthcare, in show business and sports. Depending on the industry affiliation, public relations have certain specifics.
¨ The development of the PR market in Russia has the following features and patterns: PR is characterized by a close relationship with advertising, information and marketing activities; a new form of communication is developing in the cities of the European part of Russia, where business, political and social activity is observed; PR technologies are most actively used in politics, since political events in Russia are regular and cost-effective; the formation of the PR services market is accompanied by the active development of educational activities in the specialty "Public Relations", the emergence of professional associations of PR specialists and documents of a professional and ethical nature.
¨ The development of the public relations system in Russia is hampered by the cultural, historical and mental characteristics of society, shallow democratic traditions.
Questions and tasks for self-control
1. When does public relations begin? Give examples of the existence of public relations in the period of antiquity, the Middle Ages, the Renaissance and the Reformation.
2. What stages in the development of public relations in the United States can be identified? What achievements were marked by each stage?
3. What are the prerequisites, causes and stages of the emergence of public relations in Russia at the end of the twentieth century?
4. List the industries in which the use of public relations is relevant in modern Russia. List the objectives of public relations activities in each industry. Are you aware of any problems, contradictions, shortcomings in public relations activities in a particular industry?
Development of PR in the USA
Thomas Jefferson
The emergence of a sphere of activity in the field of influence on public opinion dates back to ancient times. In the 20th century, due to the growth of all types of human activity, development technical means dissemination of information, methods of influencing public opinion acquired an increasingly independent framework. Later, PR developed into an independent science.
PR activity has existed throughout the history of mankind. Since ancient times, public relations have been one of the elements of governance and religious persuasion.
It is generally accepted that the term "public relations" was born in America in 1807, when the third president, Thomas Jefferson, in the draft of his Seventh Address to Congress, replaced the expression "state of thought" with "public relations". There is also a version that one of the first phrases “public relations” was put into circulation by lawyer Dorman Eaton in 1882, urging Yale University graduates to devote themselves to serving the public good.
American Public Relations as a Special Kind marketing activities has the longest history, are the most diverse and differentiated. The American PR model may not have been influenced by foreign influences at all, but it has had the greatest impact on the development of PR in other countries.
The evolution of PR in the USA can be regarded as a classic example of the development and complication of this professional activity, the acquisition of various institutional properties and qualities.
It was in the United States that ideas about public relations as an integral part of the social management system, about the social mission and social responsibility of PR were born.
Stages of development of Public Relations in the USA:
- 18th century - the struggle for independence and Const. - publishing articles with the aim of influencing the total. opinion, persuasion, agitation. Purposeful use of comm. Wed-in d / influence on the total. opinion.
- 1807 - Use of the term "public relations", Thomas Jefferson, Seventh Address to Congress.
- 1829 - the first press agent (the prototype of a PR man) - Amos Kendall with President Jackson.
- Mass development. press, 1844 - telegraph news - goods, appearance of the masses. audience.
- 1900 - the first publicity firm - Publicity Bureau in Boston.
- Ivy Lee - opened his own PR firm (3rd in America and the world). 1907 - "Declaration of principles": honesty and openness. Ivy Lee is a Rockefeller adviser.
- Successes in the practice of PR stimulated the development of PR as a field of knowledge. 1918 - PR course at the University of Illinois.
- Edward Bernays is the founder of the science of PR. 1922 - one of the first to teach a course in PR. 1923 - 1st special. book Crystallizing Public Opinion.
- The crisis of 1929 - 1933 development of PR to stop the growth of distrust of the general public in the business of PR departments in large companies.
- 1927 - 1st VP of PR - Arthur Page - AT&T.
- Appearance of a specialist PR agencies (politics, consulting).
- Second world. war is the training of personnel working with informing the population.
- 1946 - Society of PR in the USA (Public Relations Society of America).
- 1955 - International PR Association (IPRA)
The publicity model is a two-sided asymmetric informing model. model bilateral symmetrical model - social. business responsibility.
Development of PR in Europe
The first foreign relations services appeared after the 1st World War - in England, and then 2 schools in Germany and France.
german school: PR is a tool of interpretation (translation from one language to another) and integration (association). With the help of this tool, it is possible to ensure the interaction of people in political, economic, social. spheres and thereby contain the effect of alienation. Oakl is a pioneer of PR. The task of the PR is to help orientate in the society, receive truthful information and form their own opinion.
french school (Bouari, Matrard): PR is a strategy of trust. The task is to connect the broken social. connections. In this theory, there are 3 hypostases of personality: h-producer; h-to the consumer; h-to relations (it is directed to him by PR). PR d. "to return that love and affection, which deprives the society of mass production and consumption."
Development of PR in Russia
The formation of Russian PR is actually a dynamic reconstruction of the world (and, above all, American) evolutionary process. At the same time, domestic public relations are “doomed” to follow in a short time the path that took almost two centuries in the USA.
The history of domestic public relations has a little more than ten years. Most researchers agree that PR activity originated in Russia in the late 80s, but as an independent form business activity crystallizes in the second half of 1990 - early 1991.
Madina Izimbetova,
St. Petersburg State Technical University, student
PR has been a natural element of social interactions throughout human history. In order to live in society, people had to maintain a certain level of agreement, which required the “top” to have such an important ability as the ability to convince and influence.
Ritual dances of the shaman, bloody sacrifices, the speech of the leader to his fellow tribesmen all these forms of social communication are a distant prototype of modern public relations.
background
In ancient civilizations and medieval society, the prerequisites for future PR activities were already laid. Ancient Greek thinkers wrote much about the need to pay attention to the desires of the public, which indicates the great importance they attached to public opinion.
“The voice of the people the voice of God” is evidenced by a Latin winged expression.
The history of PR is inextricably linked with the emergence of religion. Both Christian and Muslim preachers used various means to convince the public: public speeches, lectures, writings (Bible, Koran).
The main technologies of influence since ancient times have been rhetoric, symbols and slogans. The tools for influencing public opinion were widely used in preparing for wars, lobbying political circles, spreading religious beliefs, promoting goods on the market, raising funds, popularizing ideas and personalities.
In the history of PR there are humorous fragments, exaggerated and implausible. E. Thorvaldson discovered the land of ice and snow and, in order to lure settlers there, called it Greenland, that is, "green land".
For the same purpose, W. Raleigh wrote fiery reviews of Rounok, a nasty, marshy island. Harvard College sent three preachers to England in 1641 on an "alms mission" and they did a good job with their "PR campaign." And there are many such examples. But I would like to hope, the American theorist R. Smith ironically remarks, that future PR specialists will turn out to be more respectable (R. Smith. Public Relations History).
The foundations of the PR profession originate in colonial America. According to S. Lipset, "the core of the American revolution in its human dimension was the appeal to public opinion and influence on it, the purposeful use of communication channels and the desire to win over every individual."
During the revolution, the effectiveness of a number of PR techniques and methods was demonstrated:
1) the first example in the history of political PR of organizing a pseudo-event for its subsequent wide coverage in the media - the Boston Tea Party. In 1773, Bostonians disguised as Indians raided three British ships and threw 342 cases of tea overboard to protest the duty-free importation of English tea into North America. The British government decided to close the port of Boston until the damage was fully repaired and sent warships to New England. These measures served as a signal for the general resistance of the North American colonies;
2) the use of symbolism that has an emotional impact (for example, the "Tree of Freedom");
3) slogans that present complex problems in the form of simple, easy-to-remember stereotypes (for example, the slogan "Freedom or Death");
4) continuous use of all possible channels of influence on public opinion, etc.
Stages of development of modern PR
R. Smith in the history of modern PR identifies four stages:
1. "Era of Manipulation"(XIX century)
Purpose: propaganda.
Where it is currently practiced: marketing, sports, entertainment events.
For the first time, the very expression “public relations” (“public relations”) was used officially by US President T. Jefferson, when in 1807 he entered it in the draft of the “Seventh Address to Congress” instead of the crossed out “state of thought”. Already in the 30s. 19th century the concept of "public relations" came into use as "relations for the general good" ("relations for the common good"). The widespread use of the press caused the emergence of press agents, who are essentially the forerunners of future PR-men.
2. "Era of information"(early twentieth century).
Purpose: dissemination of information and truthfulness.
The nature of communications: one-way.
Where it is currently practiced: government, non-profit organizations, business.
The main figure of this period was the PR practitioner A. Lee (later he will be called the "father" of Public Relations). In 1906 Lee published a Declaration of Principles, the first of its kind. moral code professions. As the main task of PR professionals, Lee formulated the following "encourage people to believe that corporate boards have a sincere goal to gain their trust."
3. "Era of Persuasion"(mid-twentieth century)
Purpose: to influence public opinion and behavior.
Where it is currently practiced: competitively oriented business.
The most famous figure of this period was E. Bernays the first theorist in the field of PR. There is an active formation of PR as a profession and scientific discipline. There is a consolidation of the PR community, international associations of specialists working in the field of public relations are being created (1948 PR Institute in the UK, PR Association in the USA; 1955 International PR Association); codes of professional conduct are being developed.
4. "Era of mutual influence"(late 20th century)
Purpose: mutual understanding and conflict resolution.
The nature of communications: two-way.
Where it is currently practiced: regulated business, government, non-profit organizations.
In the post-industrial information society accelerated growth high technology and increasing the number of communication channels. There is a growing demand for PR technologies in business, politics and the social sphere. Public relations are spreading in breadth and depth, becoming a full-fledged, necessary, competitive area of international business. The Internet opens up new opportunities for the development of PR.
PR in the 21st century
Let's highlight the factors that will affect the PR industry on a global scale:
1) a change not only in the structure, but also in the nature of the communication process, caused by the development of the Internet;
2) globalization of information flows: it is obvious that national PR is possible and necessary only as part of an international one;
3) diversification and complication of communication chains: it would be more correct to speak today not so much about Public Relations, but about the communication business in the broad sense of the word.
PR in Russia has been developing at a very fast pace in recent years. According to a survey by the ROMIR research group, today every fifth Russian citizen has an idea of what PR is. The number of universities that offer PR specialties within their walls is steadily growing, which indicates the prestige of PR as a profession and the demand for these specialists in the labor market. However, after a series of election campaigns, a very negative “myth” about PR has developed in society. Although what we thoughtlessly dubbed "black PR", in essence, PR is not.
It should be noted that in publications on the problems of Public Relations, a vulgar managerial approach to PR is often encountered only as a technology for influencing public opinion. This approach is reminiscent of the press-intermediary and information models of public relations, which were widespread at the initial stages of the formation of the PR institution in the 19th and early 20th centuries.
So far, Russia has not clearly formed the need for public relations. The appeal to the population serves only as a backdrop for the struggle in the highest echelons of power, which in principle are independent of public opinion.
The public is not structured socially and economically, is in an inert state, there is no pressure from society from below. In the West, this problem is solved by building a complex structure that takes into account the client's right to a variety of behavior. We have created the right to autonomous behavior, but the methods of social management have not been formed.
For Russia, the completion of the late industrial stage of modernization and the transition to a post-industrial information society are a condition for its survival in modern world as an independent state.
The future of the PR profession depends on what kind of market and what type of democracy will form in Russia. This will determine the degree of independence of public opinion, as well as of specialists working with it.
Content:
The history of the emergence and development of public relations………...…3
Origins……………………………………………..……...………….3
PR in the world: a historical outline…………………………………...………6
PR and Russia………………………………………………………………..11
Situational task…………………………………..………………...14
References………………………………………………………….16
Theoretical task.
The history of the emergence and development of public relations.
1.1 Origins
It is difficult to say to what times the origin of the craft of public relations goes back. Probably, no one will be able to explain who is its founder, in which country it first arose. And this is not surprising, because public relations are built on efforts not only to convince people, but also to influence their behavior. Therefore, it can be assumed that attempts to establish public relations are as ancient as civilization itself. In order to live in a society, people needed to maintain a certain minimum of agreement, and this agreement was usually achieved through interpersonal and group communication. But, as you know, reaching agreement requires not only acts of information exchange, but also the presence of such an important factor as the ability to persuade and influence. The persuasion factor remains the driving force behind public relations today. To convince others modern practices This area often uses tactics that have been resorted to by statesmen and politicians for thousands of years.
Monuments, various forms of monumental art ancient world are evidence of the first attempts to influence people. Pyramids, statues, temples, tombs, paintings and ancient writings are all examples of the perpetuation and deification of rulers whose strength rested on religious beliefs. Ancient art and literature also glorified the heroic deeds of commanders and leaders, presenting them to the public as gods or similar to gods. It was no accident that the speeches of the leaders or those who aspired to belong to them were filled with high eloquence, because they were prepared using rhetoric(oratory) as one of the main means of persuasion.
The outstanding thinker of antiquity Aristotle (384-322 BC) believed that you can convince the audience only when you achieve its favor or sympathy for yourself. In the famous treatise "Rhetoric" - the first scientific development of the problems of oratory - he introduces the concept ethos, which meant the attitude of the public towards the speaker as the most important prerequisite for the success of his speech.
Another outstanding representative of antiquity, a statesman and politician of Ancient Rome, a brilliant orator Cicero (106-43 BC), in his writings on rhetoric, paid special attention to the study of the psychology, interests, and tastes of the public. In his opinion, the task of the speaker is aesthetically amuse the public, influence the will and behavior of people, be able to encourage them to be active.
Already in ancient Greece, thinkers began to write a lot about attention to the desires of the public, which indicates the importance that they attached to public opinion although the term itself was never used. A number of ideas and conclusions, essentially reminiscent of the modern interpretation of public opinion, can be found in the political vocabulary of ancient Rome. It is the Romans who own the winged expression "vox populi - vox dei" (the voice of the people is the voice of God).
Consideration of the early forms and methods of the craft of public relations, influencing people, persuading them will help us to better understand the current state of public relations, the path they have traveled in their development. Historical analysis shows that public relations have absorbed various types of techniques and various technologies of influence, beliefs that have proven their effectiveness over many centuries. In addition to rhetoric, one can refer to the use symbols, different kind slogans. It is worth recalling two other methods of influence selected and tested by history, namely, sculpture And coins, which were widely and effectively used and continue to be used for political purposes from about the 4th-3rd century BC.
In ancient Greece, the ability to communicate, argue, and convince the interlocutor was valued above all else. The best speakers tended to be the most likely leaders. To achieve even greater recognition, politicians in Greece often turned to sophists(specialists in teaching wisdom and eloquence) with a request to help them in verbal battles. The sophists themselves often gathered in front of the public in the amphitheaters on certain days and glorified, extolled the merits of certain candidates who claimed high political posts. Probably, since the time of the sophists, the practice of influence, persuasion has been associated with the ability to debate and follow the rules of ethics. Moreover, these were already the first attempts of what we now call lobbying - the desire to influence legislators through the effective use of methods and techniques of communication, persuasion by the logic of judgments.
Art public dialogue in its verbal form, it is associated with the name of the ancient Greek philosopher and educator Socrates. It was he and his students who developed a set of foundations for the dialogical form of discussing a certain subject and searching for truth, laying the foundation for the functional effectiveness of democratic dialogue. Among such foundations is the recognition of the uniqueness of each of the partners and their fundamental equality to each other; possible discrepancies and originality of points of view; the orientation of each of the parties to the understanding and active interpretation of their opinion by the other side; mutual enrichment of the positions of the participants in the dialogue. Deserve attention and ideas of ancient thinkers about social management as a kind of equal dialogue. For example, Aristotle and Plato believed that the means of governing people should not only be appropriate, but widely known to both those who govern and those who are governed.
The outstanding masters of the technique of influencing the masses were the Romans, in particular Julius Caesar. Every time before military battles, he won popular support by distributing specially selected appeals and holding theatrical performances. It is no coincidence that during the First World War the well-known US Committee of Public Information (Krill Committee) turned to the experience of Julius Caesar in order to awaken American patriotism and win support for the policy of US President Wilson. We can say that the methods of conducting psychological warfare, which became especially widely used in the 20th century, were developed back in the days of Ancient Rome.
Peculiar and unique experience Ukraine also had democratic relations with the public. Already at the time Kievan Rus common were folk meetings. The first information about the veche meetings of our ancestors is found in the Byzantine historian Procopius as early as the 4th century. The veche enjoyed the right to address the prince, resolve economic issues, declare war and establish peace. People gathered at the ringing of the veche bell to consult and make a collective decision.
With the emergence of the Ukrainian Cossacks in the 15th century, an important and unique institution of public relations became Cossack Rada. She represented general meeting Cossacks, the highest authority in the Zaporozhian Sich, where political, military, economic, judicial, diplomatic, administrative and other issues were discussed. Over time, such councils began to be convened throughout Ukraine, all the Cossacks of a certain locality were invited to them and actively participated in the discussion of vital problems. Another supreme body of power in the Zaporozhian Sich from the 16th to the 18th centuries. was Sich Rada. She resolved the most important issues: the participation of the Cossack army in the war, the reception of ambassadors, the election of the Kosh foreman, the distribution of troops, land, etc. All Cossacks had the right to participate in the Sich Rada. The activities of these bodies are clear evidence not only of the development of democracy in the Cossack Republic, but also of the unique domestic experience in establishing links between the Cossack authorities and the public of Ukraine.
The craft, practice and tactics of public relations throughout the history of civilization were largely determined by the development of the means of communication and dissemination of information, the technical capabilities of society. It is clear that these capabilities cannot be compared with the 20th century, when public relations began to rely more and more on electronic means communications - telegraph, telephone, facsimile, telexes, satellite communications, cinema, radio and television, and now also computer networks.
Of course, the tactics and methodology of modern public relations entered the arsenal of peers not yesterday. Even before the advent of the industrial society and the flourishing of the industrial revolution, mankind was enriched by the Renaissance, the Reformation came to the forefront of history, the New World was discovered. These events of historical significance expanded the horizons of mankind, allowing it to re-evaluate itself and the world around it.
The period of pre-industrial society is also marked by the sprouts of the era the formation of the media: in 1438, Johannes Gutenberg founded a printing house and developed a new technology for the printing process based on printed forms using separate movable characters. This discovery had a profound impact on the development of human culture. It has finally armed the sphere of public relations with the ability to print books, publish newspapers in mass circulation, and distribute any printed matter. Such media, of course, existed before, but never before have they been printed so quickly, have not been distributed on such a large scale and have not influenced such a huge audience at the same time and with the same information content. 1
^ 1.2 PR in the world: a historical outline
The history of PR is closely connected with the history of human culture and is very exciting in itself, as it affects such aspects of human activity as art, politics, economics, and the system of social relations.
So, you need to study the history of PR in order to:
better understand the functions of PR, their strengths and weak sides;
with the help of awareness of historical roots to see the place and purpose of PR in modern society;
to understand the essence of the historical context, which is extremely important for the further professionalization of modern PR practice;
find interesting examples of creative moves in the past that can be used for modern marketing communications.
At various stages of human development, researchers fix four meaningful models of PR activities:
"Manipulation", "propaganda", "publicity" (a characteristic of the stages from protoPR to PR of the gallant age, as well as the totalitarian and authoritarian states of our days).
any means are used to attract the attention of the public, pressure on it;
consumer-victim;
truthfulness and objectivity of information are optional conditions, ethical aspects are ignored;
the main conductor is the media.
"informing", "informing the public", "public awareness". All this can be equated with the concept of "journalism".
Regular work with the media, the goal is to disseminate information;
The information is accurate and truthful, only positive (negative facts and events are hushed up);
study feedback not expected;
technology « journalists-in-residence» (Journalist at the firm).
"Two-way asymmetric communication" (appears at the beginning of the twentieth century, is associated with the names of A. Lee, E. Bernays, A. Page).
Use of research methods (to determine what information will cause a positive public reaction, therefore “two-sidedness”, dialogue);
the result is asymmetric - only the public wins, not the public;
PR are pragmatic in nature, the organization pursues the goal - obtaining benefits.
"Two-way symmetrical communication" (appears in a regulated business situation).
full awareness by the subject of PR activities of the need for mutual understanding and consideration of the mutual influence of the environment and the organization;
PR activities are aimed at achieving the mutual benefit of the company and the public (“symmetry”);
negotiations, agreements, conflict resolution, which leads to changes in the views, opinions and behavior of the public and the organization;
completeness, expressed in the direct impact of PR technologies on economic indicators and social aspects (“intangible assets”);
ideology (ideal model):
a) interaction mechanism - partnership;
b) client, consumer, buyer - business partners.
If we talk about the so-called systemic PR, then the first country where it appeared was the United States of America. It is believed that the term "public relations" itself was born in the United States, and its author was Thomas Jefferson, the third American president, who used this phrase in 1807 in a draft of his Seventh Address to Congress. By intensifying public relations, he meant building up the efforts of political institutions to create a climate of trust on a national scale.
The first PR campaigns in America were of a pronounced political nature and were developed as a technique for putting pressure on the British government.
During the struggle for US independence, the simplest PR technologies were worked out, which later became widespread.
If we talk about economic and social relations with the public, they were combined with advertising in Europe of the advantages and cheapness of unsettled American lands in order to attract new colonists and funds to America and create an attractive image of the colonies by manipulating public opinion. PR technologies were closely associated with the first attempts to attract philanthropists, sponsors and potential investors for the construction of new American educational institutions.
In the 19th century in the USA, PR technologies begin to penetrate into all spheres of life - banking, transportation, the armed forces, government and social, and even show business, where one of the "pioneers of PR" was the owner of the circus Pineas T. Barnum .
In the 19th century, the figure of the first professional press secretary appeared, who became an assistant to President E. Jackson A. Kendall: he prepared public speeches for the president, wrote speeches, pamphlets for him, developed PR strategies, studied public opinion and formed an image.
The beginning of the 20th century opened the history of the progenitors of modern PR agencies and departments - Publicity bureaus(publicity bureau). They appeared in Boston in 1900 and in the next decade became essential tool for many areas of business, conducted PR consulting in various areas of life, worked out the latest PR technologies and largely forced lawyers out of the traditional sphere of lobbying the interests of companies, demonstrating the importance of working with public opinion and the public.
At this time, a “significant” figure in the history of PR appeared - Ivy Lee, who contributed to the penetration of advanced social theories and concepts into PR for that time. Professional path in PR, he began in politics, leading the 1903 re-election campaign for the mayor of New York. Further, his activity moves from the sphere of politics to the sphere of business: he worked with a large railway company, with J. Rockefeller, with Standard Oil, Chrysler, everywhere he achieved success, thereby popularizing the possibilities of professional PR.
Lee developed "internal PR": working for Rockefeller, he organized a complaints committee for workers, made the multimillionaire go around all the mines, meet with the workers. By the end of this campaign, Rockefeller had become not only a hero in the eyes of the miners, but also a popular man for the public.
Lee was the first of the PR-specialists to take the place of one of the leading managers
The moat of a large company. It was he who first demonstrated the possibilities of PR in Europe, managing the branch of an American bank in London in 1910.
Lee's PR methods, which he tried during World War I with the Red Cross, generated a large influx of sponsorship funds into the organization's account and are still copied by modern charitable institutions.
A. Page, former expert PR and vice president of AT&T. He was the author of the idea of the social responsibility of business, which is important for entrepreneurs and the public. Corporate management must meet the needs of the public and be accountable to it. In this regard, firms' PR departments must have a real impact on management.
Despite the period of the Great Depression and its consequences, it was in the 1930s that intensive professionalization and institutionalization of PR began: in 1936, the The National Association of Accredited Publicity directors, in 1938 - The American Association of Industrial editors, in 1939 - The AmericanWITHouncil on Public relations. In parallel, before the Second World War, the formation of the foundations of the theory of PR begins.
The years of World War II gave a new impetus to the development of PR as a professional activity. At this time, first of all, government PR was actively developing.
Wars in general, and first of all the Second World War, are, according to some researchers, the main stimulus rapid development PR - and not only in the US, but also in the UK, Germany, France and other countries.
The first "external relations" services appeared after the war in French government agencies and private companies, despite the fact that the term "public relations" had not yet been introduced into circulation.
Although the PR activity developing in Europe was strongly influenced by American approaches, after the Second World War, their own scientific schools"public relations". Thus, during the period of the “German economic miracle” of the 1950s, German specialists paid more attention to PR. In Germany, a special concept of “public relations” was developing, treating public relations as a tool of interpretation and integration, with the help of which it is possible to ensure constant interaction in the political, economic and social spheres and contain the so-called human alienation effect.
The actual spread of PR in the international space in the post-war period was accompanied by a number of significant formal events in the field of public relations:
R. Harlow founds ^ Public Relations Journal (1945);
as a result of the merger of regional PR associations, a Public relation Society of america (PRSA; 1948);
International Chamber of Commerce establishes PR Commission (1953);
PRSA develops the first PR code of ethics (1954);
The International PR Association is being created in London ( IPRA), its charter is officially adopted, the IPRA Council is elected (1955);
IPRA adopts the PR Code of Professional Conduct and Ethics (1961).
There is a further professionalization and institutionalization of PR activities. By 1980 the highest educational establishments The United States produced about 4 thousand certified PR-specialists.
At the turn of the 20th and 19th centuries, a mature, saturated market for PR services was formed. So, in the US, more than 5 thousand firms are engaged in PR-consulting. Some of them earn hundreds of millions of dollars a year. Practically in all firms there are services that perform PR functions.
An example modern development European PR can serve France. The originality of the French PR school is illustrated by the works of its representatives translated and published in Russia. So, in the series "Modern consulting technologies" in the early 2000s, two translations of the works of the most significant authors in this field were published. The first book, Managing Company Image, was written by Jean-Pierre Beaudoin, professor at the Sorbonne - CEO one of the largest PR groups in France - information et Entreprise. This agency was founded in the early 1960s by a legendary personality in the field of public relations, the former director of communications in the office of General De Gaulle in London, and then in Algeria, Jacques Cou de Frejac, considered one of the founders of public relations in Western Europe. . Among clients information et Entreprise – IBM, Coca-Cola, Nasdaq, McDonalds, Mars, American, British, French financial, insurance and patent companies, German high fashion clothing manufacturers.
At the end of the 20th and the beginning of the 21st century, PR activity to an ever lesser extent remained a certain general and clear concept for everyone; to an ever greater extent, the number of directions with special markers-designations stood out and constantly increased. So,
liaison work with government agencies was named « government relations» (GR),
corporate image management « corporate affairs»,
creating a positive personality imageimage making»,
building relationships with the mediamedia relations»,
staffing, creation good relations with staff - « employee communications»,
work with public organizations, engagement strategies – « public involvement»,
relationships with investors « investor relations»,
relations with consumers of goods or services - "consumer relations",
holding mobilization and presentation events – « special events»,
crisis management -crisis management»,
managing the process of adequate perception of messages by the audience - "message management» etc.
At the same time, global PR functions generalizing for all the named directions were also fixed. So, H. Berson proposed the following periodization of the development of public relations:
The beginning of the twentieth century - the 60s. HOW TO SAY.
60s of the twentieth century. WHAT TO SAY.
XXI century. WHAT TO DO.
^ 1.3 PR and Russia
in Russia until the 20th century. elements of PR in politics and business, of course, were present, although on a much smaller scale than in the United States.
The very history of the relationship between the authorities and the people in Rus' is a vivid example of the constant holding of actions on "public relations". Starting with the reading of royal decrees on Lobnoye mesto Red Square, public executions and torture that determined the face of power, and ending with intra-palace intrigues and coups - all this can be safely attributed to PR events.
In the future, with the development social structures society - the need to take into account public opinion in the adoption of political and socio-economic solutions.
However, the active period of Russian PR is associated with the struggle of the Bolsheviks for power. For this, various techniques and methods of influencing the masses were widely used. The whole world has long recognized that it owes global social changes to what happened in Russia in 1917. Before the October Revolution, modern political technologies began to take shape in Russia.
In April 1917, the Bolshevik Party - the Russian Social Democratic Labor Party, then the RCP (b) - openly announced its intention to take power into its own hands. This, as it seemed, was not the most powerful party of the 200 that numbered at that time in Russia. But it was she who managed to seize, and most importantly, retain power. In many ways - thanks to revolutionary propaganda, skillful influence on the mass consciousness of Russian citizens, the offensive nature of ideological work, the use of a wide range of techniques and methods of influencing public opinion.
While some political forces were trying to create some semblance of statehood, while others were praying for the cradle of the newborn Russian democracy, the Bolsheviks were engaged in a very concrete thing. All the resources at their disposal were thrown into management mass consciousness. Newspapers were published (Iskra, Pravda, then Izvestia, etc.), leaflets were printed, and slogans were invented. By the way, the Bolsheviks already had a successful experience in creating an effective information policy during the First Russian Revolution of 1905–907. The rich propaganda developments on the fronts of the First World War also came in handy. At that time, both printed (leaflets, proclamations, newspapers, posters) and oral
Word: rallies, slogans and agitation. As well as processions and demonstrations.
S. Markov in his book “PR in Russia is more than PR” notes: “Back in 1914, the Bolsheviks did not hide their intentions to destroy the Russian statehood with the help of its own army. At the beginning of the war, when the whole country united in a patriotic impulse, the slogan "Let's turn the imperialist war into a civil war!" didn't work. Three years later, the war turned into a positional one. For months the soldiers of the opposing armies sat facing each other in the damp and muddy trenches. The Russian army, capable of winning brilliant victories and steadfastly enduring defeats, could not stand such a war. As you know, any army that is not busy with work decays. This is an axiom. A Russian peasant dressed in a gray overcoat could not understand why he was sitting, dirty and lousy, in a cold trench. Maybe no one needs a war? “That's right, this war is not needed,” said the Bolshevik agitators. - Bayonet to the ground! The army began to disperse. Indeed, it is not clear what to fight for, but it is high time to sow.
The Bolsheviks were able to organize dozens of newspapers and other printed publications who tirelessly explained to the citizens of Russia that only the RCP(b) party could represent the interests of the people. Moreover, not only the party press was involved, but also quite respectable newspapers. Eg, " Russian word”, published by the famous Moscow publisher Ivan Sytin and being a very authoritative source for the citizens of Russia. The use of such a newspaper for one's own propaganda purposes was great luck for the Bolsheviks. After all, in Russia in 1917, without exaggerating at all, in almost every city house, in every school and in many peasant huts, Sytin's brainchild was read. The circulation of the "Russian Word" has reached a million milestone! Newspaper focused on political events new era. So, for example, on the day of the abdication of the tsar - March 3, 1917 - on its pages appeared an appeal to the people to recognize the new Provisional Government headed by Prince G. Lvov. The newspaper wrote: "There is hope that the new order, just established by the people, will ensure the stability of the government."
The "Russian word" was popular in all sectors of society. Numerous interviews have been published. Among the respondents are those who support the Bolsheviks and those who do not, political emigrants who are abroad or have just returned to Russia, representatives of wealthy strata and ordinary soldiers and workers.
Lenin, leader of the Bolshevik Party, held the Russian Word in high esteem. While recommending to the Central Committee of the Party to push the workers to close down the "bourgeois" newspapers, he never named Russkoye Slovo among such publications. Later he wrote: “The Moscow Soviet, having taken power, banks, factories, the Russian Word, receives a gigantic base and strength.”
Russkoye Slovo was one of the first publications to express doubts about the success of the Provisional Government. This played into the hands of the Bolsheviks. But it also condemned the coup carried out by Lenin's party on October 24, 1917, which could not suit the Bolsheviks. By a decree of the Council of People's Commissars of October 27, 1917, the Sytinskaya newspaper was closed under the pretext of "stopping the flow of dirt and slander."
The tools of the Bolshevik propaganda machine were wide and varied. First of all, slogans were used that made a noticeable impression on the masses in those politicized times. They attracted with their simplicity and readiness to "show the enemy", which met the expectations of ordinary people. The most successful ones include: “Land to the peasants!”, “Factories to the workers!”, “Peace to the soldiers!”. This was stated by the Bolsheviks - opponents of any private property. The slogans "Peace to huts - war to palaces", "A just world without annexations and indemnities", "Revolution until the complete victory of communism" also received mass recognition. With slogans like "Rob the loot" and "Expropriation of the expropriators," the common people were told that they had been robbed, but it was time to get back what was rightfully due.
So, effective methods propaganda and PR largely contributed to the success of the October 1917 coup and the subsequent strengthening of the power of the Bolsheviks. About how much great importance the Bolsheviks attached to the media, the following fact speaks eloquently: in the very first days after the seizure of power, they closed all the press that did not belong to them!
In the future, elements of "Public Relations" were actively used in the USSR during the "fight against counter-revolution", industrialization, collectivization of the country, the Great Patriotic War, post-war reconstruction National economy and counter-propaganda during the Cold War. Russian PR has reached its peak of development in the last decade. On the one hand, it develops in line with the global patterns of "Public Relations", and on the other hand, it is distinguished by a mass of features and peculiar features. 3
^ situational task.
The Russian Association for Public Relations was established in 1991 as a public non-profit organization with the rights of a legal entity.
^ Mission of the Russian Association for Public Relations:
Consolidation of the efforts of individual PR-market operators to address issues of industry-wide importance.
^ Goals of the Russian Association for Public Relations:
Creation of the infrastructure of the Public Relations industry for the comprehensive and progressive development of the field of public relations.
Protecting the interests of the PR industry in general and each of its subjects in particular.
Implementation and business turnover within the industry professional and ethical standards, as well as control over their observance.
Development of the personnel potential of the PR industry and improvement of higher and postgraduate education in the field of public relations. 4
Since the beginning of its existence, RASO has been developing active contacts with the international PR community. In the spring of 1992, the first in Russia international Business Seminar "Public Relations in market economy"with the participation of one of the founders of the European theory of PR - Sam Black. In September 1992, the second Russian-American seminar "Practice of Public Relations" was held.
With the help of the Association, domestic PR agencies have established partnerships with foreign colleagues. RASO cooperates with the International Public Relations Association (IPRA), the European Confederation of Public Relations (SERP), the PR Society of America (PRSA) and others professional associations PR firms in Europe and America. Using your wide international connections, RASO acts as a coordinator of foreign contacts of members of the Association, promotes the activities of PR agencies in Russia and abroad.
RASO contacts are being established with colleagues in Ukraine, Kazakhstan, Belarus, Estonia, Lithuania, Bulgaria, and Hungary.
RASO is a co-organizer of the National award in the field of public relations development "Silver Archer". In 2000, the Association became the founder All-Russian Competition student works in the field of Public Relations "Crystal Orange" and the regional competition "PRoba", which is held by the North-West Branch of the Association (St. Petersburg).
With the support of RASO, the first specialized publication was published - the magazine "Counsellor", the most authoritative publication in the field of PR in Russia.
The annual series of events "PR Days in Moscow" is held: conferences, seminars, round tables, business meetings and competitions. In 2002 it received the status of a festival.
"PR Days in Moscow" is the oldest and most representative all-Russian forum in the field of Public Relations. Every year since 1996, the Russian PR community, together with politicians, businessmen and public figures, has been discussing the current agenda of the country in the context of the PR industry. This year, PR-specialists, journalists, teachers, students were able to take part in two plenary sessions - "Strategic communication tasks of the state and business in times of economic and social challenges" and "The role of communications in the localization of social conflict", as well as ten round tables.
Among them: "PR Evaluation: Two Steps Back or One Step Forward", organized by the Committee for Evaluating the Effectiveness of PR Activities of the Russian Public Relations Association (RASO), Medialogia and the Association of Russian Managers (AMR). The purpose of the round table is to discuss what is meant by the effectiveness of PR activities in real conditions and how to evaluate it. Key topics for discussion: PR in a crisis space - new opportunities and threats; what is meant today by the effectiveness of PR; has the crisis made its own adjustments; whether the assessment of PR-effectiveness has changed; what should be the assessment of PR in a period of instability and contradictions; identification of new criteria. 5
The RASO website is a full-fledged interactive public relations portal, which occupies a leading position among such information resources. Not only the design and structure of the portal are attractive, but also the services and options, the portal's newsletters are weekly, and the updates in the news feed are daily.
In March 2006, the Russian Association of Public Relations Students was legally formed, which later received the status of a branch of the RASO. More than 50 different events were held by RASO member students.
Anyone can join RASO Russian agency public relations and more entity, which is registered in accordance with the procedure established by law, provides high quality services and complies with the principles professional ethics. You can also become a member of the RASO individuals- Russian and foreign specialists, scientists and practitioners professionally engaged in public relations or interested in the services of the Association.
^ 3. References:
Chumikov A.N., Bocharov M.P. Public Relations: Theory and Practice: Tutorial. - M., 2008
Korolko V.G. Fundamentals of public relations. - M., 2002.
Galumov E.A. Basics of PR. - M., 2004.
1 Korolko V.G. Fundamentals of public relations. - M., 2002. (pp. 47-51)
2 Chumikov A.N., Bocharov M.P. Public Relations: Theory and Practice: Textbook. - M., 2008 (pp. 30-44)
3 Galumov E.A. Basics of PR. - M., 2004. (pp. 15-19)
4 http://www.raso.ru/?action=show&id=4664
5 http://www.kamertonpro.ru/250520092.html
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