Modern PR technologies are capable of imposing their opinion on the masses, and for this it is necessary to master the intricacies of communications. Let's take a closer look: what is it and how to manage this process.
PR definition
Let's first clarify 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, however, 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 applied at the beginning of the twentieth century. Today it is a way of communicating with people on behalf of a business, a kind of management tool.
Public relations - what is it? It is also the use of feedback levers, requesting opinions from the user and the masses as a whole. On the basis of the data obtained, the so-called PR specialists build the existing picture regarding consumer preferences, indirectly change the company's policy in their direction. The most important thing in public relations is to convey information about these changes to the masses, to make it clear to them that these reforms are favorable for them.
What is PR based on?
As mentioned above, the fundamentals 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 communicative process optimal and fruitful.
There are some secrets that PR specialists use, because their main task is to unobtrusively convince the masses of their point of view, representing the interests of the manufacturer. In fact, it will become much easier to convince if the company adheres to simple principles:
- A potential buyer loves with his eyes. Therefore, it is important to choose the right and easy-to-read picture for the product or service, which will eventually become a logo.
- Correct name. The company should have a simple and memorable name both by modern young people and pensioners.
- Personal contact. The masses are much easier to come in contact with a person who has a name, and if you can establish a visual connection with him. It is unlikely that anyone will want to pay attention to emails in 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 to convince them, it is also necessary to predict 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 arise, and at the same time not to let go of offensive positions.
Indeed, in addition to all of the above, public relations - what is it? This is a constant monitoring of not only the information received, but also provided. Therefore, under the constant supervision of PR managers, the media receives only the data that the company considers it necessary to give out.
In addition, each employee who has access to the media should echo his predecessor and follower; in journalism, this concept also has the name of a unanimous provision of information.
How to become a PR man?
At the moment, there is a direction called “Public Relations” at the faculties of journalism. The specialty as such does not exist independently, and is closely related to areas such as sociology and oratory.
Currently, many modern universities teach the skill to receive and process the necessary information, as well as competently present it. However, it is worth noting that the PR man is rather a state of mind, and this cannot be taught in five years.
You can read literature as much as you want and study the subtleties of PR art, but it is also important to be able to feel your opponent and be able to convey to the mass of people exactly the information that is right and necessary for you.
Therefore, to become a PR master does not mean to succeed 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 an easy job to learn the intricacies of communication with the public, the specialty is complex in itself, and there is not enough pure theory in it.
There are several secrets that will help a beginner establish close contact with the masses:
- If you are provided with any information, never hesitate to insist on its completeness and reliability.
- It's no secret that people are drawn to ordinary people. Therefore, sincerity is your main weapon.
- None of the events worthy of being boring and monotonous. Therefore, his fascination is only in your hands.
- Do not express your point of view if it is negative. A successful PR man is a friendly interlocutor.
- Public opinion is the most important thing for you, so never neglect it and always take the time to get to know it.
- A good PR man never stops. While you are resting, a successful master lures people to his side.
The best masters of their craft
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 significance in business today without his efforts.
A huge contribution to modern PR was the weighty lectures of the famous sociologist. Indeed, in modern Russia, public relations - what is it? This is the fruit of Sam Black's labors. It was he who at one time discovered the theory of brand communications for the post-Soviet space with the goal of promoting the business. Although no less interesting is the fact that the roots of the maestro PR originate in Russia, but in 1912 his parents emigrated to England.
Russian PR
The organization of public relations in the post-Soviet space - the soil is new and so far quite profitable. Despite several decades of development, it is 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 a particular product and what he would have changed in it at his discretion. The task of the current post-Soviet buyer is to consume what advertisers have kindly provided him.
Perhaps a few more decades will pass, and various events for disadvantaged children, orphans, retirees, people with disabilities will be held not only in anticipation of political elections in the post-Soviet space, but simply for the sake of people tasting this or that tea. But while this is far away, and are satisfied with what they give.