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

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

• ;

• .

2. .

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

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

.

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

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

.

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

:

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

• , .;

• ;

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

.

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

. :

• ;

• ;

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

• , 

;

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

;

•             PR-

;

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

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

.

3. .

          

.

4. .

          

,  PR-.

    .   

: – ,     (    

,       );  – , 

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

 );  – ,     ,  

,  (      )   

 .

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

.

5. .

    ,     PR- ,

.

 3 :

• . : «, ?»;

• ,    .  : «,

?»;

• . : «, ?».

6. .

 3 , , 

,  PR-.

     , , ,

  , ,     ,  -,

– .

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

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

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

).

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

, , .

        (

)            6),

:

• : ;

•  (1-);

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

• ;

• ;

• ;

• ;

• , ;

• ;

• .

7. .

 : PRESSI ( HERSON )

.

8. .

9. .

PR-, :

• ;

•  PR, ;

•  PR-, ;

• .

,  PR-:

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

.     :    ,

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

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

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

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

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

, ;

•  sales promotion –  ,   , 

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

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

   PR-  

   «».      

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

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

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

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

 – , , 

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

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

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

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

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

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

 PR- – ,   ,   

.   PR    ,  

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

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

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

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

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

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

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

 «», 

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

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

.

4.3. PR- – 

        PR-

 PR-, 

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

 ,    , –   

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

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

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

    PR-,   

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

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

, : , ?

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

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

.        :

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

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

.

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

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

.       

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

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

 –    ,   

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

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

            ,

   :   .  

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

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

   ).    

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

,  ,  ,    (  –   

).        ,   

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

» , , .

 : PRESSI ( HERSON )

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

    , .      «»

 .   ()     ,  

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

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

 .  ,    , ,   

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

.

 : , 

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

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

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

       PR- 

  ,       

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

, PR-      (?), 

 (?) ,     PR- 

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

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

PR-.

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

:

;

•  PR-;

• .

1. .

 , , 

    .       , ,

 PR-, 

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

.    ,  ,  

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

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

.   PR-

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

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

.

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

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

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

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

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

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

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

.         

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

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

.

 PR- PR-

 –    PR-.  –    

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

 PR-  .    :

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

;    , .  

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

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

2. .

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

PR-    , ,   .

 »        ,  ,

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

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

  –        PR-

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

:

   –  «»   . 

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

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

PR-, , .

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

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

.        

    

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

1.    ,   ,  , 

?

2. ?

3. ?

4.  PR-?

 ,    «»    

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

:

) ;

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

) ;

 : PRESSI ( HERSON )

) .

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

  :

) ;

) ;

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

;

) ;

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

;

• ,  – 

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

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

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

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

» ,  «»    «», 

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

,   «»      

.      )  

, .

  –   PR-.   

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

PR-.

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

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

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

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

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

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

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

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

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

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

     PR-,    

, .  PR-.

 PR-      , .

 . ,      

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

.

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

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

. PR-         

: , ».

 PR-.

     « » – ,  

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

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

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

.

3.  PR-.

 PR- :

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

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

•        

;

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

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

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

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

;

) ;

) ;

) .

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

 «

»: , , .

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

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

,  PR- – , . 

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

 :, ,    ,

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

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

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

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

.

 PR-

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

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

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

, .

 : PRESSI ( HERSON )

    ,    –   

   «», ,  

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

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

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

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

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

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

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

.

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

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

   PR-, , 

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

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

, , .

  PR- :

•  PR-;

•  ();

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

•  PR-;

• ;

• ;

•  PR-.

 5

PR-: , 

5.1.  PR-

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

, 

.

,  PR-,   

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

, .  PR-,

  .  PR-   ,  

,  «», .

      –     

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

     ,  «»    ,

.

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

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

       PR-

. :

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

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

;

•  «»;

•    . PR-    

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

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

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

.

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

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

 PR-;

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

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

   PR-   ,     

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

• .  –  PR-;

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

, ;

• ;

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

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

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

.

      PR-,  

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

. ,  PR-    . 

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

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

. ,  PR-     

.

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

         ,   PR-

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

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

 ,  dvertorial –  ,   

.

   PR-  , ,  ,

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

 : PRESSI ( HERSON )