SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
116
PR CONCEPT AND CONTENT
Bakhitova Jasmina Armanovna
student of Karakalpak State University
https://doi.org/10.5281/zenodo.15449888
Annotation
The article examines the position of public relations in the
modern world. The concept of "public relations" has been defined. The main
goals and principles of PR will be discussed.
Keywords:
public relations, PR, PR activity, content, intuition.
The concept of "public relations" has literally entered our lives in recent
years. Numerous books have been written in this area, and training sessions and
various presentations are being held. However, due to the fact that the concept
of public relations has become fashionable, it has begun to be used both
appropriately and inappropriately.
Most people gain an understanding of the science and practice of public
relations based on a superficial understanding of what organizations and
specialists in this field are doing or what is being written about in the press. Few
are interested in the principles of operation, social role, and conceptual
foundations of public relations in the life of organizations and society as a whole.
Therefore, the efforts of researchers attempting to transform the content of
public relations into image creation are proving to be wrong.
Although the organization and the community should be equal partners, the
relationship between the organization and the community is considered
fundamental. "Today, any water utility operator, car seller, or person devoid of
morality can call themselves a public relations practitioner. However, most self-
proclaimers lack specialized knowledge, training, or an understanding of the
nature of this field. To such an extent, the public doesn't quite understand the
meaning of these two words..." writes Eduard L. Bernays.
Today, most of the problems in organizing and conducting PR activities are
related to a lack of experience and specialized knowledge. As can be seen from
this, the organizers and participants are PR
It is necessary to have an understanding of what (public relations) is, the
most effective PR technologies and PR solutions, and the possibilities of their
application to ensure the successful implementation of activities.
The theories and practitioners of the "Public Relations" system constantly
emphasize that it is the science and art of shaping public opinion in any desired
direction. The authors, striving to demonstrate the specifics and degree of
responsibility of the tasks assigned to this system, pay considerable attention to
SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
117
defining public relations. Therefore, several definitions are given regarding its
content and functional significance.
American researcher Rex F. Harlow attempted to generalize more than five
hundred definitions that have existed since the beginning of the 20th century
and, on this basis, proposed his definition covering the conceptual and
operational aspects of public relations: "Public relations is a unique task.
Establishing and supporting relationships, mutual understanding, mutual
recognition, and cooperation between the organization and its public, managing
the process of resolving problems or disputes, assisting leadership in studying
and responding to public opinion, defining and emphasizing leadership
responsibility in matters of serving public interests, assisting leadership in
effective change in accordance with modern requirements, assisting in
anticipating development trends and acting as a warning system, using ethical-
based scientific methods of communication as its main tools. The authors of the
latest edition of the monograph "Effective Public Relations" , S. Katlip, A. Senter,
and G. Brum, proposed the following definition: "Public Relations is a
management function that helps establish or maintain mutually beneficial
relationships between the organization and the public, from which the
organization's success or failure depends" [1, p. 28]. In our work, we adhere to
the definitions of S. Katlip, A. Center, and G. Brum, whose authors formulated the
concept of "public relations" more precisely.
Today, not all of these principles are being fully implemented. For
example, data transparency rarely implies a genuine desire to share all the
information with the public - they only report things that enhance the
company's image, not rushing to talk about its mistakes and calculations.
Officially, PR specialists condemn deception and manipulation, but in reality,
they often engage in imposing their views on the public.
E. Bernays identified eleven personal qualities necessary for public
relations specialists:
– strong character, honesty and integrity;
– Reasonableness and logic of statements;
– Creative and non-standard thinking ability;
– Truthfulness and reasonableness
– Objectivity;
– Deep interest in solving the problem.
– Extensive cultural preparation.
– intellectual curiosity;
SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
118
– ability to analyze and synthesize;
– intuition;
– Knowledge of social sciences and PR activity technology (book: [1, p.41]).
– S. Black, an English scholar from the International Public Relations
Association, offers his opinion on the inherent personal qualities of a
professional:
– Correct statement;
– exceptional organizational skills;
– Clarity of thought;
– Objectivity and critical approach to perception;
– rich imagination and the ability to understand another's point of view;
– Stability of behavior;
– Special attention to details;
– living, inquisitive mind;
– enthusiasm, a tendency to work independently and creatively for a long
time;
– optimism, sense of humor;
– special attention to details;
– Living, inquisitive mind enthusiasm, a tendency to work independently
and creatively for a long time;
– optimism, sense of humor;
– adaptability and simultaneous addressing of various problems;
– be able to write, edit, and read well what others have written;
– Having an optimistic outlook on life.
– Have a pleasant voice and oratory skills to have an artistic appearance [3,
p. 120].
– Furthermore, public relations specialists must have a deep understanding
of the mechanisms for shaping public opinion, how it develops from people's
perspectives, and how to influence it through communication efforts.
– Public relations theorists and practitioners, while studying public opinion,
carefully record certain points to compare an opinion expressed at one time
with an opinion expressed at another time. Moreover, research is often focused
on the direction and intensity of public opinion, while other important details of
the picture are neglected. Because public relations practitioners strive to engage
with concrete reality, as a result, they set themselves mainly pragmatic goals: to
direct public opinion in the desired direction.
SCIENCE AND INNOVATION IN THE
EDUCATION SYSTEM
International scientific-online conference
119
References:
1.
Korolko, V. G. Osnovı pablik rileyshnz: uchebnik dlya studentov vuzov;
avtorirov. per. s ukr.; nauch. red. O. V. Nekrasova; otv. red. S. L. Udovik / V. G.
Korolko. - M.; Kiyev: Relf-buk: Vakler, 2003. - 528 b.
2.
Belov, A. A. Teoriya i praktika svyazey s obshestvennostyu: ucheb.
posobiye / A. A. Belov. - SPb.: "Severo-zapad"; Rostov n/D: Feniks, 2005. - 178 b.
3.
Blek, S. Pablik Rileyshnz / S. Blek; per. s angl. - M.: Sirin, 2003. - 202 b.
4.
Alyoshina, I. V. Pablik Rileyshnz dlya menedjerov: kurs lekciy / I. V.
Alyoshina. - M.: EKMOS, 2002. - 480 b.
5.
Esengeldieva , A. ., & Seitnazarova , G. . (2024). SAYLOVOLDI
TASHVIQOTINI AMALGA OSHIRISH BOʻYICHA MILLIY VA ILG’OR XORIJIY
TAJRIBA. Журнал академических исследований нового Узбекистана, 1(7),
30–32.
извлечено
от
https://inacademy.uz/index.php/yoitj/article/view/33179
