Public Relations: an Essential Part of Communication and Business Systems

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Ministry of Science and Education of Ukraine

Kharkiv National University of Economics

Department of Foreign Languages
Public relations: an essential part of communication and business systems

Contents:

Introduction……………………………………………………………………….4 Part 1 Conception of public relations………………………………………………....5 1. History of development……………………………………………………….5 2. Definition of public relations……………………………………………….…6 3. Main objectives and goals of PR……………………………………………...8 4. Public relations activities……………………………………………………...9 5. Criticisms of Public Relations………………………………………………..11 Part 2 PR relationships to marketing and advertising. Similarities and differences….13 2.1. Public relations and marketing………………………………………………13 2.2. Public relations and advertising……………………………………………..15 2.3. Importance of interdependence of PR, marketing and advertising……….....16 Part 3 Public relations in action………………………………………………...…….17 3.1. Examples of public relations campaigns ……………………………….…...17 Conclusion………………………………………………………………………..21 Summary…………………………………………………………………...…….22 Анотація………………………………………………………………….………22 References…………………………………………………………..……………23

Introduction

During the twentieth century it became essential for social scientists to study human communication, which includes the process and effects of human interaction. Today public relations plays a very significant role in our daily lives. If used properly it can inform, educate, reassure, arouse interest or result in the acceptance of a situation. PR affects all types of organizations. It is all about communication between an organization and all those with whom it has any form of contact. The theme of the work: “Public relations: an essential part of communication and business systems” is topical, besause, first of all, today we have a necessety to control people’s thinking and feelings, to form public opinion and mood. Secondly, understanding the basics of PR can help us as future specialists to solve various problems faced by companies and to cooperate with them better. The aim of this paper is to give the basic analysis of public relations as an essential part of our daily and business life. The main objectives are to consider the history of this science’s development; to define public relations and determine their main tasks, objectives, functions, principles and activities; to evaluate the criticism of PR; to analyze PR’s relation to marketing and advertising, to define different and common points between them and to evaluate the importance of their implementation together; to destroy the stereotype of PR as advertising and propaganda activity; to give some examples of public relations campaigns. The main methods of choosing information for this paper are descriptive and comparative ones. Many foreign scientists examined public relations. Among them are Jane Johnston, Clara Zawawi, Alison Theaker, W. Timothy Coombs, Sherry J. Holladay, Paul Baines, and others. Significant contribution to the analysis of public relations was also made by Edward Bernays, Ivy Lee, etc. The paper consists of introduction, the first part called “Conception of public relations”, the second part called “PR relationships to marketing and advertising. Similarities and differences”, the third part called “Public relations in action”, conclusion, summary and references. Part 1 Conception of public relations

1. History of development
It is said that public relations goes back more than 2,000 years to the time of Julius Caesar. Caesar may have been recording history when he wrote his commentaries, but as the leader of all the Romans he was at the same time persuading the citizens that he was doing a great job. Public relations in its most basic form developed in the United States in the early nineteenth century when newspapers ran friendly notices in news columns to...
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