PUBLIC RELATIONS AS A STRATEGIC MANAGEMENT FUNCTION

Table of Contents

INTRODUCTION ........................................................................... 3

1. ROLE AND PLACE OF PUBLIC RELATIONS IN THE MANAGEMENT ORGANIZATION .................................................... 6

1.1. The concept and the basic functions of public relations in the management of the organization .................................................................. 6

1.2. The basic principles of effective management of public relations in strategic tasks of the organization ............................. 10

2. FUNCTIONAL FEATURES OF PUBLIC RELATIONS MANAGEMENT PROCESS In .................................................... 15

2.1. Complex activities of public relations ....... 15

2.2. Organizational and managerial aspects of professional experience in public relations ............................................... 19

2.3. The challenges and improve the effectiveness of PR professionals in strategic management tasks

CONCLUSION ..................................................................... 27

REFERENCES AND LITERATURE ................................. 31

INTRODUCTION

The dynamic development of information technology, global telecommunications determines the critical importance of public relations in the management of all socio-economic systems: companies, government and non-profit organizations, countries and regions of the world, international unions and associations.

In a market economy, public relations (PR) is an essential element of social and economic relations, activity and function of management. PR is of particular relevance in the process of creating a positive image of the organization, which ultimately provides the strengthening of its market position. Evidence of the increasing relevance of PR as a field of knowledge and practice to promote appreciation PR politicians, managers, marketing specialists, political scientists, journalists, psychologists, sociologists, experts in the field of advertising in the world.

The political, social and economic changes in Russia have created the conditions for society's impact on the activity of both commercial and non-profit organizations. Russian PR develops in difficult conditions, with no proper theoretical framework, no generally accepted traditions. Acute shortage of theoretical and applied research on economic, social, psychological, organizational and legal problems forming relationships with the organization of society.

Organization, as the subject of the market, needs to create communication, consulting, information structures for communication with the public. This will enable it to significantly expand the range of consumers due to the formation of consumer demand for their goods and services, updating of information and communication aspects of their choice, and quality assessment mechanisms use.

The efficiency of interaction with the public is a pressing need for any organization, a condition of its survival and success. Control problems with the public relations occupy an increasingly important place in the activities of the organization's management.

Socio-economic and management aspects of the PR were developed by foreign authors: Staged, Bouar Philip A., E. Garton, A. Deia, Kapferer, Jean-Noel, S. Cutlip, KitchenAid, F., S. Black, Stanley A., Hensslou F., etc.

Contribution to the development of PR in Russia was made by: Aleshin IV, SN Andreev, I. Ansoff, Valovaya.M.D., Vikent'ev IL, Verkhovin VI, Venedictov VI, Goleman IA, Karpuhin OI Kiselev, BN, Crompton, A., Krasovskiy JD, Makarevich EF, Moses, VA, Nozhin EA, Nevzlin LB

Experts in the fields of philosophy, political science, sociology, psychology, economic theory, management considered the PR in different aspects, linking them with the content, concepts, methods, disciplines concerned. With this approach, the dividing line between the object and the subject of PR as a science and there is the difficulty in determining how the very notion of PR, and in determining the basic functions and integrated activities, as evidenced by the divergent views of different, both Russian and foreign experts and practitioners in the field of PR .

The lack of a unified approach to the justification of the nature and content of PR in management led to the choice of research topics of the course, as well as setting goals and objectives of the study, which determined the logic of the course work.

The aim of the course is to study the scientific basis of socio-economic and management aspects of public relations and the development of theoretical and methodological recommendations to improve the use of PR in the management of the organization.

According to an end, the author has identified the following objectives:

1. To analyze the nature and content of the PR as a management category;

2. Uncover the mechanisms and technology PR operation in the effective management;

3. Justify the principles and methods of PR in the processes of governance;

4. Identify the functions and structure of the PR as a management organization;

5. Identify and justify the professional requirements for PR-specialist;

The object of research is the PR in the management of socio-economic system. The subject of the study are the laws, principles and mechanisms of the development of public relations in the management of the organization. .

Theoretical and methodological basis of the course study is based on the works of Russian and foreign authors on the socio-economic and management aspects of PR. As research methods were used: a systematic and comprehensive approach to the study of governance, the analysis of the works of various researchers in the field of public relations, case studies, simulation. This determines the reliability and validity of scientific statements and conclusions.

Scientific novelty of the results of the study is to develop a theoretical and methodological proposals and recommendations for the effective use of PR in the management of socio-economic systems.

1. ROLE AND PLACE OF PUBLIC RELATIONS IN THE MANAGEMENT ORGANIZATION

0.1 CONCEPT OF BASIC FUNCTIONS AND PUBLIC RELATIONS MANAGEMENT SYSTEM experience Organization, company

To date, the PR to its already considerable history of development in the subject area that a number of researchers includes dozens of different disciplines, attracts the attention of the weakness of his conceptual apparatus, which results in the scientific debate about the degree of PR among researchers.

According to the author, all these circumstances are due to the very nature of PR, who, acting as a regulator of social relations that permeates many aspects of human activities: economic, political, social, and thereby creates objective conditions for a variety of approaches to the understanding of his own nature, subject field, structure of the relationship to adjacent areas, etc.

Public relations (PR, Eng. Public relations, PR), obviously, is a term of the multiplicity and diversity of interpretations superior to all other categories of the QMS. Specialists have more than 500 scientific definitions of public relations. The literal translation of the term in English ("PR") reflects only one of the areas of operation of the PR, so it can not be used to refer to this category. It may be noted that the term "public relations" with no translation is not only used in English-speaking countries.

British explorer public relations C. Black - a former president of the International Association of PR (IRPA) in his book "Public Relations. What is it? "Defines public relations as one of the functions of management, an integral part of the organization's management system conducive to the establishment and maintenance of communication, understanding and cooperation between the organization and the public. [[1]]

The French researcher Philip A. Bouar known theoretician and practitioner of PR in France, "public relations - is a behavioral group moral, strategy and communication technology, authentic application humanities, with a view to establish and maintain friendly relations." [[2]]

Peter R. Dickson notes that public relations is a management function, which is evaluated by means of public opinion, is related to the public interest policy and tactics of the organization, as well as implementing a program of action (and links) in order to gain recognition and location of the public. [[3] ]

According to EA Utkin, "public relations are an integral part of management, and the most accurately - Management of communications ... This paper presents an integrated system for special tools, techniques, methods, procedures, technology, which is linked to the full (especially news) the interaction of all the elements that make up the organization (its internal sphere) with the external environment "[] [4]

The foregoing survey of the opinions of various scientists and experts is not exhaustive. Despite the apparent differences in the perception of PR research and development of methods of public relations can be noted in common: public relations - one of the functions of management of the organization (company) and is planned to be her guide. This feature is aimed at establishing contacts and relations with the general public, the media, customers, organizations, public authorities in order to generate at these audiences a positive attitude towards the organization (company).

As for the definition of the functions of public relations, here the views of practitioners and theorists in the field of PR are different, but they share a common base foundation. It is considered that the overall public relations has three main functions. They are considered by the author in terms of the organization's management:

1) control of public opinion and behavior to meet the needs and interests of the organization first. This feature is often criticized, as in this case, the organization is considering a public offering. Such a situation is reminiscent of mind control and behavior of people in a certain direction.

2) Respond to the public, that is, the organization has recorded the events, issues, or the behavior of others and responds appropriately to them. In other words, in this case, the organization strives to serve the public, regarding those who influence its fate as their masters.

3) the creation of mutually beneficial relations between all groups associated with the organization of the public by promoting fruitful interaction with them (including with employees, customers, suppliers, production staff, etc.). It is this function is the basis of the model of compromise and is considered the most useful and fruitful as the target community groups here are considered as partners organizations with which it interacts. [[5]]

As a social institution offers modern public relations organizations and the public a variety of ways to harmonize the common interests to overcome the friction and prevent unreasonable actions. Experienced specialists in public relations can stimulate broad social thinking, helping to guide organizations to realize their social mission in society. The current public relations designed to equip leaders of diverse and in-depth knowledge of modern society, helping them to correctly formulate goals and see prospects for development.

In carrying out these functions, public relations promotes awareness of all the institutions of society - public and social, political and economic, philanthropic and purely commercial - social responsibility, present and future generations of people.

Public relations functions in all areas of society, as its principles reflect the essential human desire: to be clear to all, open to broad cooperation in an atmosphere of mutual goodwill. In their practice of public relations institute just formalizes these aspirations.

As such, it can be concluded OL is to some extent the art of convincing people and influence their opinion, to maintain readiness for the necessary change, prevent and overcome crises.

Without PR impossible to control, business, since the implementation of any project, any idea begins with the interest of people, groups of people or organizations in this project, with the goal of bringing the project objectives business campaign, essentially a new concept to consumers, investors, management bodies or the public.

0.2 SUMMARY OF EFFECTIVE MANAGEMENT OF PUBLIC RELATIONS IN THE DECISION OF STRATEGIC OBJECTIVES OF ORGANIZATION

Managing the PR should be conducted on a strategic basis. The activities of the PR should be aimed at achieving the strategic goals of the organization, be coordinated with other functional areas. Program, or PR campaign should be a link in the chain of strategic decisions of the organization. Only in this case, the PR activity can count on the support of top management.

Prior to the conduct continuous or intermittent work on the PR needs assessment of the environment, mission statement and goals of the organization. Assessing the external and internal factors, the conditions of the organization, a top manager formulates a vision of how intellectual-time image of the organization. Vision - A description of the economic, political, technological, social, cultural and other factors surrounding reality. Mission - socially important status of the organization, its role in society. Purpose - quantified the desired state of the organization. Purposes of the organization may be a few, so you need to define - to achieve organizational goals which direct the attention of PR.

Objectives, strategies and programs are derived from the PR strategic goals of the organization as a whole. Multi-directionality of these solutions prevents their successful implementation. Strategy - a model of action to achieve goals. The program - a more detailed solution, including events, stages, time of execution. Another solution is a more detailed plan. [[6]]

A strategic approach to planning the PR provides the answer to the question: "How will we manage our resources to achieve our objectives? '. The objectives of the PR in the company must meet the following requirements:

1. Clearly describe the expected results;

2. Be clear to everyone in the organization;

3. Have the terms of achievement;

4. To be realistic, achievable and measurable;

5. Meet the goals of the organization

Successful achievement of objectives successful achievement of the goal involves the participation of stakeholders in the identification of goals and to discuss means to achieve them, as well as in the assessment of progress towards the objectives of progress. [[7]]

The strategic goal of establishing mutually beneficial relationships are achieved in the implementation of certain functions AVE. These features are formed in the course of their emergence and development, and initially were limited to only those of them who were associated with the use of the press. But over time, the functions in the arsenal of public relations became more and more. And all of this functional diversity can be implemented by individual generalized areas, such as the achievement of the efficiency of the company (organization structure), from outside the company (organization) and others.

According to the author, regardless of the content of the concrete industry, all activities of the organization in general is subject to production in the most efficient some products, services, develop some proposals of the project.

So, it is quite natural in the hierarchy of interests of firms to the fore purely pragmatic goals. And in whatever terms or expressed these tasks, their achievement is possible in principle such cumulative ways: improving the work in-house (in all its aspects) in the name of expansion of production (services) - the first and the increase in sales of these products (services rendered) - the second. The first area is in the process of management, and the second - marketing. [[8]]

Harmonious, integrated system to achieve production efficiency has developed and successfully brings to life the world science and practice management. The information presented in the book known in the West of Kiev Specialist II Prokopenko, it can be considered not only as a performance intensive use of capital, land, materials, equipment, but also as a skillful use of all other factors, including the information and time. But if the use of "time" associated with any profession, the use of "information" is directly related to the participation of PR services and managers in achieving efficiency. [[9]]

Another focus of the PR in the management system is the formation of corporate culture. It not only identifies the individual companies, but also has a significant impact on its economic situation. Corporate culture, status and then become prerequisites for the image of the enterprise, which is also included in the function of public relations.

Corporate culture can not be reduced only to the outside and even some organizational aspects, in its essence, and those are value judgments, followed by the work of managers and all employees of the firm. The determination of this orientation is particularly important in times of structural rearrangements, changes of ownership, the development of new products and enter new, if at all markets. [[10]]

An effective means of increasing the efficiency of firms and even a separate area in PR are "employee relations". According to the experts of the English Association of PR, these relationships have become the most critical for the performance of companies. Although the PR industry is still developing its full potential in this area, it is clearly demonstrated what can be achieved by direct two-way information. Now she is in possession of technical tools that allow us to make a significant contribution to the achievement of harmony and productivity.

The work on establishing relations officers were born and developed as a specific direction as management of conflicts. And when the company seriously cares about the good relation to the affairs of their employees, through her PR professionals working families and those employees. [[11]]

Obviously, PR industry has at its disposal, and other tools that allow you to achieve great results, and by such means include intercompany communication. It is called the flow of information, intellectual and emotional content with the feedback when one receives the information and at the same time responding to it.

In this case, the enterprise (organization) is used to inform the system by means of spread of MDR-hits. At the same time to identify the queries of both parties (the head - employee) PR professional should evaluate the possibility of these funds. But since there effectiveness depends on the consideration of the interests of each of the small groups, the PR specialist chooses the features that provide coordination of the interests of managers and subordinates, involve all employees in the process of developing and implementing management decisions.

The purpose of the PR-references should be to weaken, if any, are the negative aspects in the relations between management and employees, and positive reinforcement. [[12]]

A special variety of means to establish communication, and as a consequence the formation of an effective process, the firm is interpersonal communication. Communication - is a universal mechanism of mutual relations between people. Its essence is to know each other and exchange of information in the course of work (education, training, creativity).

For the formation of an atmosphere of trust in some corporations created and fixed in the form of recommendations or a set of rules the concept of two-way communication. It also adjoins the task of elaborating etiquette of communication between supervisors and subordinates, between colleagues. It is meant, on the one hand, to organize the process of business communication and bring your brand to its needs, and on the other - do not bring it up to a formal point of absurdity. [13]

The basic parameters of public relations, the principles of good governance, we can conclude that for the productive activities of the organization (company, enterprise), a comprehensive approach to addressing both the strategic objectives within the organization, and for the establishment of foreign relations, creating an image, and so on, depending on the purpose organization.

It is important to awareness the very essence of public relations, its main approaches and methods in solving problems and setting goals of the organization. The set of effective techniques should be based on the theoretical and methodological framework, past experience and taking into account current trends and interests of the public.

2. FUNCTIONAL FEATURES OF PUBLIC RELATIONS MANAGEMENT PROCESS In

2.1 INTEGRATED BUSINESS PUBLIC RELATIONS

Integrated PR activities involve working with several target groups of the public, the use of complex methods of PR. These areas include publicity and image, the organization of special events, crisis management, PR management, fundraising and public relations in a multicultural environment.

Publicity is formed not only by means of PR, but - more importantly - the main activities of the organization, feedback from customers and partners. Formation of the PR flack means is different from the formation of publicity through advertising. Using the advertising company controls communication - what, where, how, to whom and how often reported. PR Tools - News reported releases, articles, reports, press conferences, to a lesser extent under the control of the organization. However, the funds have advantages over PR advertising: they have a much lower price for the training and placement, as well as have high credibility because perceived as objective news, not self-promotion in the market. [[14]]

Publicity is often equated with the image, but that the different categories of the overall concept. A positive brand image is crucial product competitiveness in the global marketplace that brings together the intellectual, industrial and technological resources. A positive image is important not only for the companies. State structures it provides support for the population, business, the media. Universities, hospitals, foundations - helping to lead fundraising, as well as attract the best resources possible.

The image can be seen as a means of achieving the objectives of the company. Create the image of a business organization in the market environment is based on a strategic approach through integrated marketing communications, one of the key elements in the task force, is public relations.

Construction of the model image, its content of specific information about the organization, a clear identification of the "target image of the organization to target audiences are necessary for the effectiveness of image work. Determination of the optimal image allows to work hard to build and optimization of material and virtual media image, including Internet sites, optical drives and other means of electronic presentations. [[15]]

Another comprehensive public relations activity is the organization of special events. Special Events (special events) - are activities conducted by the organization in order to attract public attention to the organization, its activities and products. The main spetssobyty, the organization of which is the responsibility of the PR are: the opening ceremony, receptions, visits, presentations, conferences, open houses, panel discussions and exhibitions.

A special role in the organization and direction of the attention of public relations relate to crisis management. The process of crisis management consists of five steps:

1. Identification of potential problems that could affect the organization and its image. This takes into account the accelerating developments, trends in the economy, technology, science, and politics;

2. Problem are ranked in order of importance to the organization;

3. The development of different options strategies for action;

4. Implementation of the Programme of Action for the message the organization of their position and the public to influence the perception of the organization;

5. Evaluation of the program in terms of achieving the objectives of the organization.

The crisis - the situation of breaking, the restructuring of the existing control systems. The crisis - the situation of breaking, the restructuring of the existing control systems. Each system is built for the best results that it produces. The crisis - the product management organization, so to deal with the crisis requires a systematic and comprehensive approach. Communications, representing the flow of information in an organization is as important in preventing and dealing with the crisis, as well as the more obvious assets - financial plans, sales strategies, safety. [[16]]

The author believes that the importance of PR as a strategic management function level increases as the intensification of organizational communication. Increase the volume, speed, scale information flows to be controlled not less professional than financial, material, human resources company. The responsibilities of the PR can be identified by directional communications:

- The relationship with the media;

- Relationships with customers;

- Relationships with employees;

- Investor relations;

- Relations with state agencies;

- The relationship with the local community.

PR-activity can focus on specific for PR activity may focus on specific tasks, covering several community groups. In keeping with these objectives is to build the image of the activity, the organization of events, crisis management, organized political action committees and philanthropic activity.

To determine the scope of the PR-oriented social policy and its influencing groups to determine the scope of the PR-oriented social policy and its influencing groups, the term public affairs / communications (public affairs). So often referred to as the PR departments of state structures. This area includes the PR organization relationship with governmental agencies of the federal and regional levels (regions), the relationship with the local municipal authorities, the relationship with the local community, political action committees, lobbying, issues management. The purpose of public affairs - to influence social policy - funding for social programs (science, education, health, environment), the distribution of budgets. [[17]]

All this wide range of organizational communication requires management: planning, organization, coordination, monitoring. As well as other functional areas of management, PR activities stems from the goals and strategies of the organization, implemented in tactical decisions, has its own goals and programs, projects and budgets. A strategic approach to managing the PR provides a systematic approach to the organization of internal and external communications organization, integration of functions OL in organizational management.

For deep and effective activities for a deep and effective action in the management of the organization PR specialist must awareness and focusing on organizational and managerial aspects of their professional activities.

2.2 ORGANIZATIONAL AND MANAGERIAL ASPECTS OF PROFESSIONAL WORK IN PUBLIC RELATIONS

In general, the process of organization of work in the field of public relations consists of two main components: on the one hand, it is a strategy of social aspects of the organization, on the other - the realization of this strategy. Therefore, place the PR specialist close to the main heads, as they take a direct part in enhancing the reputation of the organization as core capital.

One of the fundamental postulates of PR-activity lies in the fact that the public reputation of the organization largely depends on the behavior of the senior management of the organization. On how the guide goes, like what it says, depend on the perception and interpretation of the PR efforts of the media, ie public relations in nature, the content of tasks associated with the function of strategic management is to provide consultancy and communication support. [[18]]

Maintenance of business enterprise managers to establish, maintain mutual understanding in dealing with the authorities, dealers, shareholders, busy wholesale customers and direct buyers based on the concept of social responsibility. According to the latter, organizations have a responsibility to the community in which they operate, in addition to ensuring efficient operation, employment, profits, and comply with their provisions.

One of the principles of management states that a good organization - the most profitable investment. Indeed, the success of the operation of modern enterprises is largely determined by the staff cohesion, familiarity of vertical and horizontal communication, trust and mutually beneficial relationships between supervisors and subordinates. For successful relationships in the community and public relations requires knowledge of specific foundations of the theory of communication.

PR binding principle is the need to celebrate the achievements and value to the team each employee. The importance of careful attention to every worker management organization also supports the view known psychologist Dale Carnegie, who believes that the most valuable thing for a man - the sound of his own name, the recognition of his services. [[19]]

Dimensions departments PR services, the amount of work they do depends on the size of the company. In small companies in the PR department can work one person in large corporations - hundreds of specialists. Services OL position within the organization is different, it is important that the public relations department has found its rightful place in the organizational structure of the corporation to its responsibilities were separated from the responsibilities of other departments.

To the sphere of public relations in the interests of the service organization's management system is also concern about the studies, continuous training of employees. The cost of training people to productively than investing in improving the technical equipment of the company. An important factor in establishing a favorable climate in the team, according to the PR basics, acts of ethics of the director.

In some cases, when an organization does not have its own PR department, it may be necessary to seek advice from a PR firm.

S. Cutlip calls six reasons:

1. The company's management had not carried out any formal PR program and feels the lack of experience in organizing such programs.

2. The headquarters of the organization may be far removed from the communications and financial centers.

3. At PR firms Company now a wide range of contacts that meet the requirements of the moment.

4. PR-sided firm can provide the services of experienced performers who did not want to go to work in the firm.

5. Organizations may need highly specialized services, to realize that on their own unprofitable.

6. Questions require an independent expert judgment. [[20]]

The organization refers to a specialized PR firm to obtain specific advice and suggestions. To do this, the company should examine a problematic situation in which there was an organization relationship with the public. This initial study is called PR-audit, it can last from several days to several months. Following a survey firm may conclude unfounded anxiety management can come to the conclusion that the decision of the problems identified are not within the remit of the firm, can provide expert advice on overcoming these problems. In any case, the firm consultant shall prepare and submit the following report:

1. Conclusions from the study of the problem situation and the available opportunities in the organization.

2. Potential damage or benefits to the organization.

3. Forecasting difficulties or new features including scripting the action / inaction of the organization.

4. The overall objectives of the program of action in dealing with the various community groups.

5. Immediate action or reaction in the communication event of a crisis.

6. Long-term plan to achieve their goals.

7. Plans for evaluation of the results for monitoring the implementation of the program.

8. Staffing plans and budgets.

In conclusion, it is clear that the organization of work, process management and control of public relations firm is poised to establish a mutually beneficial relationship with the environment. The company, whose leadership is focused on long-term actions must take into account the current trends of development of society, the control of public opinion and behavior, the importance of theory and practice in the field of public relations.

2.3 CURRENT PROBLEMS AND WAYS OF IMPROVING THE EFFECTIVE PR SPECIALIST

The content of professional experts in public relations is one of the most pressing problems of the theory and practice of public relations. Without a clear understanding of the content of professional content experts in public relations is one of the most pressing problems of the theory and practice of public relations. Without a clear understanding of the content of this activity is not possible to identify the main trends and specific guidance in the professional training of the professionals. In the literature, many authors pay sufficient attention to the content of the professional roles of public relations. Some of the more important, in our view, the point of view on this problem, which provide a more or less clear idea about it.

First of all, you should contact one of the classics of modern theory and practice of public relations Sam Black. In his book "Introduction to Public Relations" he highlights the ten key areas of PR, which give the opportunity to get the most general representation of the content of professional experts in public relations and the content of their training. These areas are:

1) public opinion;

2) public relations;

3) government bonds;

4) social life;

5) Industrial communication;

6) the financial relationship;

7) international relations;

8) relationships with customers;

9) Research and Statistics;

10) the media.

More specifically, the content of public relations professionals Sam Blake expresses in the problems facing them. According to the classics, the main tasks of PR professionals are:

1) advice based on an understanding of human behavior;

2) analysis of possible trends and predicting their consequences;

3) the study of public opinion, expectations and attitudes of society and the development of recommendations for the implementation of the necessary measures;

4) To establish and maintain mutual communication based on the accuracy and completeness of the information;

5) prevention of conflict and misunderstanding;

6) The promotion of mutual respect and social responsibility;

7) harmonization of private and public interests;

8) improvement of friendly relations with employees, suppliers and customers;

9) improvement of industrial relations;

10) attracting skilled staff and reduce staff turnover;

11) the expansion of the market for goods and services;

12) maximizing profitability;

13) establishment of a corporate identity. [21]

The content of the professional activity of the specialist public relations can be understood as based on the analysis of the functions of specialists in the field of public relations, as defined by the Association of PR in the United States.

1.Programmirovanie, including problem analysis, definition of objectives, identification of groups of people whose support and understanding your organization needs, and planning for the necessary measures;

2.Vzaimosvyazi established and maintained with different groups of people and organizations that are essential for a correct evaluation of collecting information and making recommendations;

3.Podgotovka and publications, reports, articles and other informational materials for internal and external groups;

4.Ustanovlenie distribution systems through the press, radio and television, trade publications, creating and maintaining interest from publishers to information;

5.Organizatsiya publications, movies, software, multimedia, photos closely with experts on these issues, which requires knowledge of the technical aspects of production;

6.Organizatsiya special events such as press conferences, exhibitions, demonstrations, ceremonial meetings, awards, etc. This requires careful planning and coordination, attention to detail, preparation of special brochures and reports;

7.Podgotovka speeches for others and the ability to make speeches;

8.Issledovanie and evaluation related to the ability to collect information in various ways, including work in the library, interviews, conversations, the use of experts in the study of public opinion. [[22]]

Problem solving, orientation in critical situations often require teamwork, ability to work as a team, patient attitudes to different points of view. A specialist in the field of public relations, listening to diverse opinions, the final decision must be taken alone. For it is very important to be able to get people to believe in the possibility of solving a complex problem. In critical situations and fleeting members of the organization to seek advice and recommendations primarily to the professional. Not only for the post, but also because of the personal qualities he has the respect and absolute trust, which can only earn a frank, able to critically assess the situation people. He needs the courage and determination to avoid any attempt to conceal the facts, even if it's not like the leadership. [[23]]

The complex of all the functions, tasks, goals, and principles of public relations provides effective interaction with target audiences, media, investor - with all areas to which the activity is directed public relations specialist. Only an integrated approach to work in the PR provides positive results and beyond.

CONCLUSION

During the course of this study the author has analyzed the works of Russian and foreign practitioners and academics in the field of public relations and management. The most significant scientific results obtained by the author in the study are as follows:

1. Proved the essence of public relations as a management function, is to optimize communication processes, making socially significant management decisions, establishment of constructive relations between the organization and the public, creating a favorable social and psychological climate in the internal environment organization, implementation of socio-psychological evaluation public reaction to the activities of the organization ;

2. Disclosure of PR as the social component of modern management from the standpoint of public opinion in the processes of governance.

3. The efficiency of the use of PR-technologies, taking into account the internal and external forms of communication in the management process.

4. Sound policy, information and ideological methods of operation of PR in management of socio-economic systems to ensure their effectiveness.

Very important, in the author's opinion, in the management of the organization are integrated approach to management, setting specific, systematic, achievable goals and objectives for the effective operation of the organization, as well as the qualifications of the personnel and the level of awareness of both external and internal environment of the organization.

The importance of public relations to date is very evident in some cases: the creation of a favorable image and publicity, organizing special events, crisis management. But only a set of measures of public relations can provide a positive effect and to protect the organization from unwanted external influences, most significantly in the face of fierce competition.

The use of the practice of public relations in the field of management, marketing, and other important areas of today must have the firm support of the theory.

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