Propaganda is a tool of policies and social control, its aim is to change viewpoints of followers in the interests of propagandists.

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 2^nd 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

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

	PR	Advertising
Function
Communication
Sponsored (paid for)

Difference between PR and propaganda

	PR	Propaganda
Goals
Methods
Control (especially in totalitarian states)

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

PR Models

Principles and methods of relations between public and organization as communicative technologies were formed gradually. This process was reflected in PR models, developed by American scholar James Grunig. The model has evolved to meet the changing needs of clients and to reflect changes in society.

I. Press Agentry / Publicity Model

The earliest model to appear was press agentry or publicity. It emerged in the late XIX century and was characterized as one-way communication source-to receiver, absence of feedback. It was also called propagandistic or manipulative model.

Press agents use persuasion and manipulation to influence public to behave as the organization desires. Accuracy, ethics, and credibility are not very important. Press agents did little research, they were only interested in monitoring the media, in which they sought to place favourable articles about their clients. The prototype practitioner of this model was an American impresario P.T. Barnum who promoted circuses and other entrainments. Public in this model is passive receiver of information and is under a certain pressure. This model was in the beginning of PR and in wild market development. Publicity continues to be a component of PR and is used in sports, entertainment and product publicity.

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