MASS MEDIA AS A TOOL FOR REALIZATION OF THE PURPOSE OF THE PUBLIC RELАTIONS

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MASS MEDIA AS A TOOL FOR REALIZATION OF THE PURPOSE OF THE PUBLIC RELАTIONS

Journal Title: Наукові праці. Серія "Політологія" - Year 2017, Vol 309, Issue 297

Abstract

The article is devoted to the actual topic of the use of mass media as an instrument for the realization of tasks of public relations. The content of the public relations process lies in influencing public opinion and creating a positive image of the organization. . The author focuses on activities aimed at construction media relations, since the media are not only the most significant opera-tional tool of public relations, but also serve as the main source of information for the public and have a significant influence on the formation of public opinion. The principal features of the media are considered. They point to their use as a way of realizing the tasks of public relations. The article raises the important issue of managing information provided by the organization to the media. It‟s also spoken about managing those messages that circulate the media and base on the received information. This is a strategic task of public relations. The methods of work with information for optimization of its influence on the consumer are considered. Relations with the media include two areas: writing different texts for the media (PR-texts, the main one is a press release) and holding special events for journalists. Attention is paid to the main functions of PR-texts and special events. The author considers the fundamental principles according to which the relationship with the media should be based. The em-phasis is on the need to establish trustful relationships with journalists. Relationships should be open, honest, correct, and responsi-ble and should be built on a partnership basis. Favorable coverage of information about organization in mass media, formation of positive image of the organization and crea-tion of conditions for management of public opinion depends on successful use of public relations tools. The human factor is of great importance in working with mass media, therefore the establishment and maintenance of personal relations with journalists should become a necessary and important direction of the activities of the PR-man.

Authors and Affiliations

N. Gromadskaya

Keywords

public relations; media relations; PR-man; mass media; public opinion

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EP ID EP405219
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