Грачев А.С., Грачева С.А., Спирина Е.Г. PR-служба компании. Практическое пособие

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           , 

    (  PR-)  , 

          

   , , )  .  ,  ,

     ,  

.

     ,    ,

. 

 ,    ,     

 .        ,   

 .

          .

       PR-    

,    ,    

.

      ,   

   ,     ,  

.

           ,

        ,  

    .  .     ,  

 ,     ,  

.

    ,    

.    ,      , 

   ,     . 

, 

, , ., 

, .

      , 

.      ,   

, .

    ,   , 

, , ,  ,   

  .   ,  , 

, .

        –

. , 

   ,      .   

     ,     

, 

.

    . 

 ,         . 

 ,          

    , .      

.

 2 : 

.

.

     ,   

,     .  , 

    ,    3 :

, , .

    –     .  

  ,      .   

    ,    

     ,    .   

     ,     

  

.

         

,    .  

       ,  ,

,    ,   ,  , . 

      ,      

  ,      

 .      ,

     ,   ,  

.

   ,     , 

, 

   .  ,      

  ,      

, , , 

, .

– .

      

      .   

          

,       .   

         

  ,     

, . 

, , .

 : PRESSI ( HERSON )

    ,     

. , , 

,      « ».    

, .

 ,   –     . 

,    ,    

  ,   ,    ,    

.

 , 

, : , 

 .     ,       

: .

 ,     (  )  

   ,    . ,   , 

.

     , ,  

, .

  ,    ,    

.           

 ,    ,  

, ,   ,   .   

       , ,  

,      -

, , .

,         

 . ,        ,

, 

  . ,       ,

, ,

. , 

 (, ).

        , 

.          

 ,          . 

         

 .      

    , .       

.

 , 

         ,   

.

      ,     

 .   ,    ,

, .

          

,   ,   .   ,  

  ,    . 

        . , ,

  ,    – 

 .        

     ,     PR-

.

       

, , ,   ,

    .  

 – . 

 ,     , .   

    .   

.

,   ,    

   .  ,    ,

.

, 

.

, ,       , ,

, , 

 . 

, , 

.

     ,      ,

.

  ,       , 

 . : , , ,

, .

        

.      ,   

 ,  ,    .  , 

 ,   ,     ,

     ,   

.

          

,      .  

        ,

       ,      

 : PRESSI ( HERSON )

,     .   ,   

    ,    ,

. .

    ,   , , 

, 

   .       

, 

.

   ,    ,  

     .      –

           

.

  ,  ,

     ,   ,    .

      , 

.

     ,   

     .      

, , , 

          

.

  :

• ;

• , .

     , ,  ,    

 ,  ,   

.

   ,     ,  

       ,   ,

.

     ,   , 

 . 

. , 

, , 

, .



.

     ,      

  –       ,  

, .

       ,   

. , .

         

. 

    .         

,      ,       

, , .

2.2. : 

 ,    ,   

.     :

   ,  .      

     ,    

  ,   , , , 

.

         

     .   

.

     – , ,

, ,   . 

       ,   

 .

       (,   .),

   (     ),  

 (, , .).

 ,     ,   

 .       : « ?»,  

      .    : «

,   ?»,       .   

  : «  ?»,     . 

    : «  ?»,    

.

  ,      ,     

, . ,

  .        , 

    , .    

,  ,    

.

  ,     ,   

.,       , , 

.

         , 

 .

  :

• ;

 : PRESSI ( HERSON )

• ;

• , .

       ,

       . 

     –  , .

.

        

 :

• ;

• ;

• , , .

 , :

1) :

• ;

• ;

• ;

• ;

2) , ;

3) ;

4) , ;

5) .

, :

• ,    .    

, , , ;

• , ,       . 

   ,  ,      

.

 ,  ,      

 .      ,

      ,    

.

           100 ,

, 

. ,

  ,     , ,  .

     , : LEXIS -NEXIS ,

Westlaw, Knigh-Ridder, QUESTEL-ORBIT, Dow Jones/News Retrieval System, Datatime, Stn, NewsNet.

, 

, .

 ,   :  ?».     

    –   .  ,    

   ,     ,   

, . , 

, , 

 (). , , 

          ( 

, 

). 

.

          

, :

•     ,     ,

;

• , ;

•    ,    

.

      

 , .      

, .

: , ?» 

, , : , . 

      ,   .

, 

, 

.

    ?» –     

, .  – 

–   .       , ,

,  ,    , .     , 

           . 

.

,  –  ?». 

  .        

     (  )   :  

,      .   

 ,   . ,  90-   

,    ,  15%    ,

 44%          

, 22%    ,  20%    

[4]

 : PRESSI ( HERSON )

, 

, 

.

  . – 

, .

         

 ,       

,     « »,    

.

 , 

, . ,

, .

   ,       

 .        

   .     –

. .

1. .

2.   INTRONET    ICP/ IP/    

.    INTRONET    

:

)  ,      (  .), 

  ( ),      (

);

) ;

) ;

)     ( , ,   

.).

3.        ,  ,

     WWW, N+R, SALESPRINT,    

.

        

:

• ;

•  – ;    

;

•          

.

         , . 

.

2.3. 

 PR  3 , 

 «».   PR:

•  PR-;

• ;

 ().

 ,         ,  ,

.

 «» . 

  –  «

» .

 PR 

    .  ( image building,  

   )  ,    

, .

     «»   ,

  1974 ,  . .    «:   »[5] 

        

.     «»      

, 

  , .    

. , . , 

,   –    ,  

[6].

, , .

     ,  ,   

.

      ,     . , 

 ,      , . 

    .    ,

, 

. , 

.         

  ,    .    

     ,    

,   . 

  , , .     , 

 ,   ,  ,     .

.

 .

1.       .    

,  – 

.          

. , 

 : PRESSI ( HERSON )