PUBLIC RELATIONS AS A SOCIAL INSTITUTE: Milestones.

Zdanova Luba

Key words: Ancient – древний; Contemporary – современный; Laws - законодательство ; Commercial area – торговый район; Unique papyrus - уникальный папирус ; Inscriptions – регистрация; Wooden plate – деревянные пластины; Concept – понятие; Whitewashed – пробеленный; Announcement – объявление; Encouraged - поощрение

Historical analysis of public relations as a social institution has shown that many of its features are originated in ancient times. For example, in the contemporary literature as a demonstration of the use of certain elements of the PR in the state often lead of King Hammurabi, who ordered to cut at two-meter stone pillar and make a well-known code of laws.

Many ancient documents may be included, to the PR activity in the commercial area.

* The British Museum in

London contains a unique papyrus with inscriptions

* The Shanghai Museum exhibits a wooden plate, dating from the tenth century,

engraved with the image of the

goods

Such examples of ancient art can be interpreted as an attempt to create a favorable image of the organization.

On the basis of modern concepts, we can say that some of the best experts in the field of public relations were the Egyptian priests, professionally carried out the various information campaigns.

Special flourishing unique forms of public relations have reached in ancient times. Ambusy filled

with all sorts of announcements of gladiatorial combat, the virtues of political leaders, etc.

The turning point - and, in fact, the beginning of the second phase of public relations as a social phenomenon - was invention in the middle of the XV century Johann Gutenberg printing press.

In 1473 in England appeared the first known printed circuit board where publisher William Caxton wrote of the book's spiritual content.

In 1611 in London, opened the first mediation organization - the Bureau.

From the middle of XVII century England is beginning to emerge in the weekly newspaper business, "Mercury".

Classic research on the development of tracts of public relations as a social institution tell us about the appearance of PR in the first leaders of the American Revolution, George Washington, Alexander Hamilton and Thomas Jefferson.

Four models PR:

From the middle of the nineteenth century - a model of «publicity»;

from the beginning of the XX century a model of public information;

about 1920 - two-way asymmetric model;

the mid XX century two-way symmetrical model.

Sources:1. Lee, I. Publicity / I. Lee. – N.Y., 1925.2. Le Seach, M. L`Etat-marketing: comment vendre des idees et des hommes politiques / M. P. Le Seach. – N.Y., 1981.