Upload
nikolai-ponomarev
View
219
Download
0
Embed Size (px)
Citation preview
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
1/115
..
: PR-
-
2006
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
2/115
659.4
65
56
:
,
.. ;
,
..
, ..56 : PR-
: . / .. . : -
. . . -, 2006. 114 .
. -
-
, ,
.
, -
, , -
.
659.4
65
, 2006
2
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
3/115
. 4
1. .. 42.
.. 123. , , . 18
4. , . 215. 246. 277. -... 338. , , - 379. 4010. .. 4411. 4612. 4813.. 5014... 5215.. 5416... 5717. 6318. 6519. 6820. 7021. 7222.- 7523., ... 8024.-.. 8425.. 8926., , 9327. GR... 9828. GR 10029.. 10430. GR GR- 107. 110
111
3
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
4/115
, , -
, .
, -. ,
-
,
,
.
.
-
,
, -
. ,
,
. ,
, , , -
? -
.
GR ( government relations), -
, PR () ,
, -
, ,
, .
, , -
GR ,
-
.
1.
-.
, -
(). -
, ,
, .
, , , -
: , , -
4
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
5/115
(. 1).
,
.
II.
() I. ()III.
() IV. ()
. 1.
-
(), , , - . .
, -
, -
() , , -
, .-
(. 2).
-
, ,
. -
, -
( ). ,
, -
. , -
()
().
, , ,
. , , -
.
, , , -
, , , , -
5
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
6/115
, , , ,
, , . -
-
.
-, , , -
, , , -
, ,
, , -
, -
, , , -
, , , -
, -,
, , , , -
, , -
, ,
, , ,
, , -
, , ,
, ,
, - ,
, -
, , -
, -
, ,
, , -
, , -
, , , , ,,
, , ,
, , -
, , , -
,
,
, , -
, ,
, -
, (-
), , -
,
, , , , -
, , , -
, ,
-, ,, , ,
- , -
, , ,
,
, -
, -
, , -
, -
, , , - ,
. 2.
, -
,
. .
6
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
7/115
.
, , , , , ,
, , , , -
, , .
, - . -
( , -
). , -
, , - -
. -
.
:
?
. -
( -
), ( -). , , -
, -
. , -
,
.
,
, - (
, , ) . - -
, -
, , -
, .
-
:
, , , , , ,
, , . (
) , , -.
,
(
). -
( ) ,
,
.
-
. (
7
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
8/115
) (), -
, , -
(). (-
) ( )
(). , (-
) -
, ,
().
, , -
, , ,
, .
, , -
.
, -
, .
, -
. -
, .
,
( -
) () - .
,
: , , -
, -
. ( ),
( ) (
) .
( ), , , -, -
. -
,
, ,
. -
(), ( )
. ,
.
8
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
9/115
, , -
, . -
(, ),
, , ,
.
. , -
,
. -
( ) -
().
, -
. -
, -
. ,
.
-
, ,
( , , ,
) .
, ,
. ,
.
, .
,
. , -
, -
.
, -
, , -
. , ( )
.
-
-
, , .
,
,
9
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
10/115
() -.
, ,
.
-, .
, (,
, , , , ), -
, , ,
. -
, -
-
, -
.
.
-
, -
, , , , , -
.
. -
-
.
- () .
: -
(, , , -
) , (-
, , ),
(, , , ), (-
, , ) .
(. . 2) -
., -
(, , , , , -
), , , -, , , -
, . -
-
, .
(, , ), ,
, , ,
10
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
11/115
.
, ,
.
, - (, ,
) .
-
, ,
, , ,
, -
. -
- ( -
), -
, , , , , ,
,
.
, (-
, ) .
: ,
-, , . -
, -.
,
, -
, -
() .
, ..
,
.
. -, , , , , , - , -, , , , , -
, , - , , ,
, ,
11
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
12/115
, , , , , - , , , -
, , ,
, , , -
, , , , -, , , , .
2.
-
().
,
(), , (-). , -,
.
-. , , -
-
. -, , , -
.
,
, .
, .
-
. ,
, -.
(), .
.
- (
, ,
),
.
12
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
13/115
(),
,
- , . -
,
, / -.
, -
- (. 1).
1
()
()
()
-
-
,
,
, -
, . -
. : , , -
, ,
.
-, (-
) ,
,
.
13
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
14/115
,
, . ,
, ,
, -
.
, .. -
. ,
/. , -
(, ),
, , , -
. , -
.
, ,
, . -
() -
, -
,
, . ,
. (-
) , -
, ,
. ,
, ,
-
(, , ) .
, -
,
.
,
, (
, ,
), , -
.
: , ,
.
14
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
15/115
(), ()
() (
) .
(, -, , , -
), (), -
( ), ( -
, , , ).
. , , -
-
, - -
-
.
, . -
, -
, -
.
:
1. . ( , -
, , , )
. -
, ,
. -
.
2. .3. -
.
4. .
, -
, .
, -
,
.. .
. -
, -
. -
15
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
16/115
, , -
.
-
. -
, - (..
). ,
(, ).
-.
-
, -
, .
-. -
, , , -
.
.
: , , ,
, ,
-
/.
. ,
.
, -
,
.
.
-
(, , ,
, , ), ()
.
, -, ,
(, ). -
-
.
,
-
16
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
17/115
(). -
- , -
/ , -
. -
, . ,
, ,
.
, .
- / -
. , -
[] ,
.
(),
, , -
().
-
, - ,
-
.
,
:
, ();
, ();
, ();
, , (); , , , (-
);
, ().
. , ,, , ,
, , -
17
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
18/115
, , -, , -, ,
, , ,
, , , , , -
, , -, , , , , -, , - , ,
, , , , , , , -, , , -
, , ,, , -, , , -
, , , , -.
3. , ,
, -
, -, . -, , -
, , .
-
, , -
:
1. .
2. (. 2).3. .
4. .
5. () .
, ,
,
, .
18
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
19/115
2
-
-
-
-
. -
. .,
, -
-
,
.
. ?
, - .
, .
-
, , -
, ()
.
, -
-, -
. ,
, -
19
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
20/115
, , -
. -
-
, -
, (. 3).
[]
. 3.
, .
PR (, ) -
- . - PR , ,.
-- . -, , -
20
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
21/115
.
, -
. ,
, -
.
,
,
, -
.
., -, , , , , -, , , -, , , -, PR (, , -), , , .
4. ,
-, , , -
.
( ) -,
. -, . , -
, . , -
, -
.
, - [] .
, -
,
, -
. , -
21
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
22/115
- ( ) . ,
,
() , -
, -
(. 4).
()
, ,
. 4. /
. --
-.
,
( ),
. -
, -
, .. -
. -
, .
,
, ,
/-
. ,
.
22
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
23/115
(-
) - ( , , -
, ),
() ., -
,
. -
, -
.
-
-
. -
. , -
. -
, -
. -
.
.
,
, , -
, , , . ,
() /
. -
?
-, ,
, , -. -
.
-, ,
, , ., .
-, ,
. -
, , -
. ,
.
-, , , , -
(). (, -
23
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
24/115
55 % ,
38 % , 7 % -
.) .
-, -
, , , :1. , ,.
2. , .
3. , .4. .5. .6. .7.
.
-
-
,
-.
., , -
, , -
, , , - , , -
, () -
, ,
, , , -
, , -
, , -
, , ,
, , -
, .
5.
.-, -
(. . 4), .. -
,
-
.
24
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
25/115
-, , ..
-
().
, . -
,
, ,
.
-
, , -
, .
, -
, . -.
-
. (-)
-
, .
, -
, -.
, - (): , , -
, , , ,
, , , ,
, . -
, , , - , , ..
(, ), (
). , -.
, -
-
(. 5).
, ,
,
, . -
, / -
,
25
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
26/115
. ,
, -
. ,
/,
. , , -, .
:,
,
:, ,
, ,
:, ,
:
:,
, , ,
,
. 5. ,
, , , -
, -. .
-
, , -
. ,
. (-
, .)
(), -
,
.
26
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
27/115
, -
, . -
, -
. -
, , , -
. ,
-
.
. -
, --
()
, , -
. -
.
. ,
, - (), -, -, , ,
, , , , - , , , - , , -, , , , -, .
6.
(), , (
), , -
(. 6). /
/().
(, ), -. -
, , (
27
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
28/115
/
/
/
. 6.
, ), (). -
-
, , ,
, , -, -
, -
. , , (. 7).
,
. , -
- .
, , , ,
. , -
,
. ,
(
) .
. ,
, -
, , -
.
28
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
29/115
:
, -
.
, , , , -
,
-
, , -
(, , ),
, , -
, -,
-, , , -
, -, , , , ,
, ,
,
-
( ), -
- -, -
, , ,
(),
. 7. , ,
-
.
,
, -
, -
. .
-
,
,
.
29
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
30/115
. ,
, -.
,
. -
, ( -
).
,
-
().
,
,
, -. :
1. !2. , !3. !4. , -
()!5. , -
()!
6. !7.
!
8. !9. ,
...!
10. , , !-
:
, , , , , , , , ,
30
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
31/115
, , .
, , .
-
, / -
, . ,
, , -, , , , , , , ,
, ..
. ()
- ,
.
. -
(), . -
. ,
, -
, , , -.
,
, -
, .. .
,
, . -
, -
. , .
, -, , -
, . , -
.
, -.
, ,
, (-
),
31
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
32/115
( ),
, .
. .
(, , ) -, . -
,
, -
, -
, .
,
,
,
-
-
-
-
-
-
-
. 8.
-
(, , -
). , ,
-
, . -
.
. -
,
, ,
.
, , - (. 8).
., , -, , , , , , -, , , , , , , ,
, , ,
32
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
33/115
, -, , -, ,
, -
, .
7. -
()
. ?:
1. , ()
. . -
, .
-
().
2. - .
, -
.
3. . , , .
4. [] - .
, -
, .
.
5. (-) .
.6. -,
,
. -.
:
7. ,
. , -
33
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
34/115
( )
.8. -
, -
, . , - . -
.9. , ,
() (), -
() ().
. -
: , -
.
-
() -
.
, , , , , ,
, . -
-.
-
, -
. , , -
, ,
.
,
, ,
, ,
. , , ,
,
, ,
. , ,
,
,
.
, -
(),
34
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
35/115
, -
. ,
, -
,
( Dolby digital 5.1) ().
(
) -
, , , -
-
, .
-
, , ,
-, -
, -
.
, , ,
,
, ( ),
, -
.
( ) , , -
, -
.
.
?
()
( , , -
), -, . -
.
.
( ) ( ), , -
. , , , -
35
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
36/115
,
().
,
,
, -, -. -
, -
, -
.
, , ,
.
.
-:
: - () -
;
: -
;
: -.
-
-
.
. , -, , , , , -
, , , , -, , , -
, , , -, -, , - , , ,
, , , -, , , , , ,
, .
36
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
37/115
8. , ,-
, , , - ,
.
, -
. ,
-
.
, ,
(. 9):
;
(); (, -
, , deadline).
-
()
-
-
. 9.
.:
; , , ; , ();
37
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
38/115
, , ; , ; , , ; , ; .
(. 10).
:
. 10.
,
,
( -
).
, , ..
. -
,
-
-.
,
,
- ( ).
,
-
, -- (, - 2006 ). -
, - -.
() -
(, , ), -
- -
38
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
39/115
, ,
-. , ,
-, -
()
- . - (, , ) -
, . - - ,
(, , , ).
, -
, .
. , -
-
, -
() .
, [, , ] -
, - - .
( , -, ) -- . - , -.
-
: -, ,
, -
, ;
-, , , , ;
-, , ,, , , , -
, -
39
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
40/115
- , - -- (. . 9).
. ,
, , -, , , -
, , -
, , -,
(, , ), -
-, - ,
,
, , -
, , -
.
9.
,
.
( ) (.. 1). - / .
,
, -
, , (-
), ( -
) (
). ,
.-
, -
(
),
( ). , ,
, -
,
(. 3).
. 4.
40
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
41/115
3
4
I -
: -
-
II -
, -
III -
-
(-
).
--
().
. 4
41
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
42/115
(-).
(
-).
- ().
-
(-)
IV
(-
).
(-
).
- ().
(-
).
().
- ()
V
-
().
--
()
42
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
43/115
. 4
VI ()
VII ().
()
VIII -
().
- (). - (
)
IX
, -
.
, (-
, , -
),
(, , ,
)
, , , , -
, , -
.
. -
, , ,
, , , -
, , , -
, , -
.
43
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
44/115
10.
, -
( ) - () , .
(), -
.
,
-
/ , (-).
-
-. , ,
, .
,
,
.
- -
-
. .
, , -
,
-
. -
, , (, , -
), .. , -, ( , , , -
, ). -
. .
, -
.
44
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
45/115
( ) -
-
-
(), -
( ) . - -
.
( )
, -
, ,
. -
,
. -
,
, -
.
, , -
, , , -
, -
. 1934 . . -
252
.
. 52 % -
, . . , -
(), -
(). , -
, , -
.
,
. ,
, -
.
.
,
.
, -
45
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
46/115
. , -
( ) -
( ).
, ,
(, ). -
. , -
, -
,
-
.
-
, , . ,
, -
.
/-
.
, ,
, ,
, -
. -
.
. , -, -, ,, , , -, , -
, , -, .
11.
-,
, , , ,
(-), ,
. ,
46
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
47/115
,
.
. ,
, ,
. ,
( -
), -
, -
, , -
(. ).
,
,
. -
, ,
.
, 1957 . -
.
, -,
, -.
-
(, -
) -, -
. (),
().
, -
(.. /-
/),
( -
), -
. , - , -
-
. -
, , -
. -
-
.
, : -
(-
47
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
48/115
, ), (
)
, -
.
, (- ),
-
.
-
,
, -
, -
.
-
(),
. -
, , , -
.
-
, , -
.
.-, (-
, , ), . , - , , - , .
12.
, -
. ,
, -
. , ,
,
.
--
.
, -
-
, -
, , -
48
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
49/115
, -
-
.
(. )
(. ). /,
. -
, , -
. : -
. , -
, , -
. -
, -,
(), -
( ), ( -
). ,
.
, ( -
) . -
(-
).
-.
-
, -
, ,
.
, ,
: , -
. -
, . -,
, .
,
, . , -
, , -
. -
, -
, .
49
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
50/115
,
, -
: -
, , .
.
,
. -
, .
, , -, -
.
.
-. -
, -
, -
45 % , 15 %.
. , -
, , ,
, , -
14.
,
.
, , -
-. , , ,
( ) , .. -
.
( )
, -
, ,
-
. , -
.
50
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
51/115
:
1) (, );2) ;3) (-
, -, );4) ( , -
);
5) (--
);6) ;7) (
).
, -
, ,
() /
.
. , -
:
, , ;
, -, . , -,
. .
.
, - .
, :
-
, ,
. ,
. - 1974 - . -
,
51
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
52/115
, -, .
-
,
, , , , -. -,
, ,
, -
( , -
, ). ,
.
, , - , ( ). - . - , -
() (pluralistic ignorance).
., -
, , , , -
, , , - , ,
14.
, -
-
, [] . , -
, -
, , -
, .
, -,
, -,
. ,
,
: -
52
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
53/115
, ?
, , -
( ) . -
, ? -, .
, , -
, , -
?
,
, .
, ?
-
? -
, ,
? , .
-
, . -
, , , .
,
.
.
, - (-
),
, - .
?
-, ,
, , ,
.
-, , -,
.
,
, -
, , -
, . :
(, -
) -
53
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
54/115
, , , -
.
,
.
(, -, , , -
- ..) () ( ) (). -
(
), -
.
,
( -
) .
,
, , (
, )
, -
() .
, -
, . -, -
()
. -
?
. , -, , , -, , .
15.
-
, --
(. 5).
-
,
():
54
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
55/115
(), (), (), (), - (), (), (), ().
5
, -
-
,
, ,
-
, -
, , -
, -
-
-
, ,
, -
-
--
, -
, , -
-
-
-
, , , -, , -
-
-
, -
, -
,
-
-
, ,
, , -
-
55
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
56/115
,
,
.
,
() -
( )
.
. , -
, , -
, -
. , , -
, -. , , -
, -
, -
, .. -
, .
, .. -
, ,
. , -
, . , ,
-. , -
-
, . -
-
.
-
,
-, -
.
.
,
, , .. -
,
/,
-
.
56
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
57/115
,
, -
,
. ,
, , .
, , -
-
.
, , -
, -
.
. ,
,
. -
,
. ,
? -
, (-
), .
, , , -
, . ,,
, . , ,
. -
, ,
, -
(),
.
. , (), -, , , - , .
16.
,
, (
57
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
58/115
).
, , , .
. , -
, . -
,
, , , ,
.
, , -
, -
.
, ,
, -
--
.
() -
, -
.
, -
(-) - (, ).
, 0,1 %
.
-
,
-
, , -
( -
).
, , . -
,
(), ,
. -
-
,
.
58
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
59/115
(-
),
, . ,
(), -
.,
,
.
-,
, , , -
, . -
, , -
, , - 10 % , 1 % .
, -
,
.
,
, .
,
().
. ,
, , -
(, ), (, ),
, , -
. ,
, , !
(, ) -
, -
(, ) . , , (-
, , , ).
.
,
-
() . .
20 % ,
5 % .
59
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
60/115
, -
.
, , -
-, , -
-
.
.
,
, . ,
.
- (, , ,
, , ). -
, .. , (-
) , -
. ,
.
-
, , , , , , -
. (
), (, ) , -
.
40 % ,
30 % .
, , -
, - . -
, ,
.,
-
. -
,
( -
, ).
,
, ,
, --
60
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
61/115
. -
,
, -
, , , -
. -
, , -, -
. -
, , , -
.
, , , -
-
. , .
(50 % 30 % ), -
. , , ,
.
, , -
, - , -
. -
, .
-
, . ,
,
. -
, -
. . , -
,
-
.
, -
.
-
,
.
61
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
62/115
(-
) , -
. -
, : , ,
(-
, -
). ,
10 % , 15 % .
, .
( -
) -
. , -
,
, -
. ,
, , , -
, , , .
, ,
.
-,
-
.
1 %
-
, , , -
, (, -
, -). -
, -
, -
. , -
,
,
/
(,
, , ). , -
62
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
63/115
,
, . , -
,
, -.
. - -, , , , - -, , - .
,,
, , , - , -.
, , , , - ,
, . -. -.
. , , , , - , , , , , , , , -, , , -
17.
- , .. - . - . -
.
63
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
64/115
-, - . , . -
, -
-
. , - ()
, -
-
. -
-
, -
, , .
-, - . - ,
.
-
,
, , ,
.
-, , -.
, ,
.
,
, . -
, - ,
-
. -
, -
. , -
. -
-
-
.
64
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
65/115
,
,
, ,
, : -
? -,
,
,
. , -
, ,
. , -
,
,
() . ,
, -
-, .
.
, , -, , , , , ,
.
18.
PR -
/ , -
( ) / -
() -
. -
, .-
, . , -
, -
, . (-
, , -
, .) -
65
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
66/115
-
, , .
-,
: - ,
( -
), , .
-,
: -
, , -
.
-, ,
,
.
-
()
- , , , , ,
.
,
, -
. -
, -
, . -, -
- , ,
, -
, .
,
, , -
, , -
, , , -
.
-
, , - (, , , -
),
, , -
66
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
67/115
,
, .
:
; -;
;
;
. -
.
- ( -
), -, -
. -
, -
, .
, , -
, , , -
. , - 5 % -
.
--
.
,
. ,
( ) .
.
.
-
,
[]
. , -
( ) : -
67
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
68/115
.
(, ) -
-
.
-
.
, (-
) () -
-
.
(), -
. , -
-, , -
.
., -
, , -
- ,
, , -
, , - , ,
, , -
, , -
, , , -
,, , .
19.
, -
-
() ().
-
, -
/ , / -
. -
, .
68
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
69/115
.
-, - . /
-
.-,
. , -
, -
. , , -
. , -
, , -
, .
-, () -
. -
,
. ,
-
() .
, --
, .
,
, ,
-
. , /-
.
,
.
, ,
(-).
. , -
, - , . -
, .
-
. ,
-
( ),
,
, . ,
, ,
69
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
70/115
-
.
,
.,
, -
, , .
, . , -
-
.
. , -, , ,
, ,
20.
, -
-
:
:
;
;
;
,
:
;
();
,
;
-
, -
-
. , -
70
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
71/115
,
, -
.
,
, ,-
, -
. -
/-
,
, ,
, -
/, -
, .
, -
, -
, , , , -
.
, -
. , -
,. .
-
. , ,
, , , ,
, .
,
, -
. , -
, -. ,
. PR--
,
, -
,
. PR- -
, , -
, .
71
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
72/115
, -
, . -
, -. -
,
-
.
, -
21 :1. !2. !3. !4. !5. !6. !7. !8. !9. !10. !11. !12. !13. !14. !15. !16. !17. !18. !19. !20. !21. !
21.
- -
, -
( ) ( -
) -
(. . 3). ?
72
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
73/115
-, , -
(. . 9,
. 2).
-. - ,
, -, , -
.
-, -
, . -
--
.
-, , .
-
.
. (, -
-
, -
.) -
, -
/ ( ),
, ,
() (
, ). -
-
( ) -
., -
() -
, ,
. -
, ,
. -
, -
, . ,
( ),
73
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
74/115
,
.
-
: , - -
. ,
/-
, (-
). :
()
()
()
(
, )
:
() -
.
, -
(. .10). , ,
, ().
(. . 7), -
, - ,
. , -
, -
(. . 7).
, , , , , , , , , ,
, .
.
74
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
75/115
. -, -, --, -
, , -
, , , , -, , -
, , , -
22. -
- - (.
. 7).
- : - (-
, -, , ,
) /
(-, , -) (-
).
- , ,
(. . 9) (. . 8),
.
- .
, () -
.
, ,
,
. -
- -
. ,
.:1. , , ,
,
.
2. , .3.
.
4. , , .
75
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
76/115
5. , .6. , .7. , .8. .9.
.10. -
.11. .12. , -
.
13. , .
14. , .
15. , .
16. .17. , , -
.
18. .19. .20. .21. .22. , .23. , .24. .25.
.
26. , .
27. , .
28. , ,.
29. , -.
30. .
31. , -.
-
, -
76
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
77/115
. -, , -
, (,
).
-:
1.
-.2. -.
3. .4. .5. , -
.6. .7.
.
8. -.
9. .10. -
.
11. -.12. -
.
13. , -.
14. .15. ,
-.
16. -.17. , -.18. .19. , -
-.
20. .21. .22. (-, ,
, ).
23. -.24. , -
-.
25. .26.
-.
77
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
78/115
27. .28. -
.
29. .30.
-.31. -
.32. ,
-.
33. , -.
34. .35. -
.
36. .37. ,
.
38. -.39. --
.
40. -.41. -.42. --
.43.
.
44. -.45. --
.
46. - (, -, - ).
47. , -, .
48. --.
49. -.50. -
.
-, -
, -
, .
78
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
79/115
75 %
- 25 % ,
. -
-
( ) -, , -
, () -
-.
- ,
(F&Q) -
(, ,
, ), -, .
- -
PR-
, ,
. -
, , -
.
- , -, .
-:1. .2. .3. .4. .5. .6. .7. .8.
.9.
.
10. .11. -
.
12. , -.
13. .14. .
79
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
80/115
15. .16.
.17. -
.18. , , .19. .20. .21. , .22. -
.23. .24. .25. .26. : ? ? ? ? ? ? ?27. , .28. .29. .30. .31.
.-, --, , , -, , -,
, , , -, -.
23. ,
( -
-) ()
()
(. 6).
80
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
81/115
- -, .
6
-
()
, -, , - (, ,
, product placement) -
(, , ,
).
-
, --
. , - (. 11). -
,
:
1) , -
,
-
;
81
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
82/115
2) , , , ,
;3) , - ( , - , ) ( , -, ;
4) , -, : , -, .
()
, ,
, (),
. 11.
() / , ,, - (, -, , , , ,), . (-, , -.)
- , - 0,25 0,5 1,8 , - 3,25 , .
, , -- , , , ( ) 10 % , .-, , , .
82
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
83/115
, -, , , , , , ( 65 % -). , -
. -
. ,
15 %. , -
, , -
, ,
. , 1/8 -
. -, , -, (, , -, , ).
,
. , .
-
:
( ) , ;
-;
, -
;
;
, ;
.
, , , , --, , -. , -
. -
/-
-, , , -
,
83
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
84/115
-.
, -
, -
, -.
. ,
(), , -
, , -, , , -
, , , , -.
24. -
, -
, -
,
-.
-
. ,, , , .
-
, -
.
,
?,
(-). ,
, . - ,
.
. , ,
, . -
, , , , -
.
, 20 % -
. ,
84
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
85/115
, ? -
, .
,
- -
.
, , .
,
.
-
:
;
; -;
-;
( );
( /); ; ; . , ,
, -
,
. -
,
( ), ,
, -
. -, .. ,
, (-
, ),
, , -
.., -
. , , , -
85
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
86/115
, .
-
, -, (-
) , , -
, (. . 3). -
,
-
.
, , -
, -
, .
,
,
. -
,
, .
, -, , -
, , .
. -
.
-. -,
,
-, , -
.--
-
.- , -
, , . (, ) - -
,
86
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
87/115
, . -, , -
, .
- , -
.--
- ,
, , -, , ,
. -
-
.-:
( , , );
( );
(--, , , );
; (-
, , -);
- (, , ).
; ( ,
, );
- ( -, , , -, );
-.
-, , -
87
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
88/115
- (-) . , -
- , - - -.
, -
.
-
(, ,
). ,
(), - ,
().
,
-
, -.
-
. -
, -
. , , -
, , -
. -
, ,
, --
.
. , ,
, , - , ,
, , ,
, , -
, -,
- , -, -
-, -
-, , -.
88
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
89/115
25.
, PR ,
-
. , -
-
/ / -
. -
-. -
, -
, ,
, -
. PR-
, -
.
PR- (. 12) , , -
. -
PR-
. , -
, , - -
. , PR-,
, -
.
. 12.
89
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
90/115
-, PR- . . -
, , , , -.
- -. - , , . -
- , . -, PR- -, -. -, , .
, , -. -
, (- , , -), -- , .
PR- -. , - .
, -
, , - . , : , - , -. .
-: -
, .
90
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
91/115
, -
-
, . -
-
. - , -
- .
. -
, ,
(, -
, , , , , ).
-. -
(, ,
, ), (, , -
, , ), -
. , , -
, .
, ,
,
,
-
. , ,
, -, - (-,
, , ).
() ,
. , -
.
,
-
. -,
, ,
. ,
,
,
.
, -
() -
91
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
92/115
. ,
- .
, -
, , , , , .
,
-
.
:1. .2. .3. -
.
4. .5. , .6. , -
.
7. .8. .9. .10. .11. , .12. .13. .14. -.15. .16. .17. .18. .19. .20. .21. , .22. .23. .24. .25. .26. -.27. .28. .29. .30. .
92
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
93/115
31. -.
. PR-, -
, , ,
PR-, , , , -.
26. , ,
-
-, -
.
, -
, , , , , -
,
-
(. . 2).
, - , -
.
:
.
,
().
,
-
. --
.
,, -
-
,
, -
/ (. . 9). -
-
93
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
94/115
,
. -
, -
,
(. . 2).
, , -
. , -
-
, -
. -
-
, .
-, (
, ) -
-
,
. -
-.
--
, , -
. -
,
, , , , -
, ( ) ,
,
, , , , -
, .
- (, ) -
,
(. . 9), -
. -
( -
), -
:
94
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
95/115
:
/
:
/
:
/ / /
/
:
/ / /
:
/ /
:
/
:
/
:
/
, -
-
. -
,
, -
.
, ( ) -
()
-
, . , .. ,
. -
, .
(), -
. -.
-
, , -
, -
/ -
/ /
(. 13). (-
) .
95
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
96/115
/
(
)
. 13 .
, .
, -
.
, , -
,
-
, ().
-.
,
, .,
, - , :
1. , -, -, . - -.- .
2. , -, .,
.
96
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
97/115
3. (), -. -
, -
.
, , , , , -
. - PR-.
-
:
, , , -;
, , -; -;
., , -
, (
, , -
,
, , , )
( , -
, , -
).
. -
:
- -, -
;
--;
, , -, -.
., --, , , -, , , , , , , -, , ,
97
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
98/115
, , -, , , , -, , , -
, , , -
, , , , , -
, , -.
27. GR
- (government rela-tions, GR) .
, GR
, -
- (, , , )
, .
-
, -
, , -
,
. () ,
-
-
.
,
. -
-
, - , . -
, ,
.
, -
.
, , - GR. --
( , , ,
98
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
99/115
, , ),
(), .
,
GR. -.
, (,
) , -
.
-
,
.
, - . - ,
, -
(, -
), -
-
- .
, , ,, , -
, () -
- ,
-
. - , -
- - GR.
:1. . , -
-
. , -
, , -
-
, -
99
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
100/115
,
.2. .
, . -
, , -,
, .3.. ,
, -
.
, -
, GR-
.
.
GR -
,
.
., -, , , GR,
, , -
, , --, GR, GR.
28. GR
GR : -
.
GR - - , -
, , ( -), -
, , , -
, .
,
.
. -
-
100
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
101/115
, -
, () , , .-
GR ,
. ,, () -
-
, -
.
, -
,
. , ,
, , , , , -
.
-
.
-
.
, -
, , -
. -
-
-
GR.
-
, -
,
,
-, .
GR , , , -
.
(), , , .
101
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
102/115
, , ,
-
, -
. , -
.
-
, -
, , ,
,
, -
. - ,
, , -
-
. -
, -
, . -
, , ,
.
()
, -
, , -. -
, -
, , -
.
, -
, -
, .
GR -
() - .
(-), -
. GR -
-
.
() -
,
. -
102
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
103/115
-
, , -
. -
,
. - - ( -
),
.
-
:
. , -
;
.- , -
-
;
.- , , , -
;
. -
; .-
, .
:
1. , . -
, , , -
, , , -
, .
2. . , , ,
() , -
, .
(, -
)
. -
-
/ - .
103
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
104/115
, -
, -
, , .
3. , . -
, -
. -
:
, -;
, ;
;
- .
,
-
, -
.
. GR, -, , -, , -, , -, , - , , -, ,.
29.
, .
, -
.
, , -
, .
104
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
105/115
, -
, -
, -
. , -
, - - ( ).
, , -
, -
.
, -
, , -
(, -
, ) . -
,
. -
, , . -
, -
, . ,
-
.
, -
, -
--
. , , ,
, -
, .
, -
.
:
, .
, -
, , . ,
.
, -
, -
.
:
-, ;
105
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
106/115
, , -
;
-.
:
1. , , -.
2. , . , : !. , ,.
3. . , -
. -
, ,
.4. . -
, -
.5. , , ,
, . , , -
, -.
6. , - -, . , - (!) .
7. . - .
8. , -. , . , -.
9. ,-
() . -
.
106
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
107/115
.
-
.
., -, , .
30. GR GR-
GR-. , GR- -
,
-
.
(GR) (PR) --
:
1. -, -- -
-
. ,
, -
--
.
2. ,-
.3.
-
(-
). (
)
( ) -
.
4.
107
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
108/115
. -
, -
-
.5. - , ,
-
, -
, . -
, -
. -
-
.
6. .
-
( ). -
-
,
-
.
7. , -, ---, -
GR- , -
. -
,
8. -, --
--
. - , GR- -
(), (-
) . -
.
9. GR- - ,
, -
108
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
109/115
. GR-
.
.
10.
-, -
.11. ( )
, -
( , ) -
. -
-
-
, , -
.
GR-
-
, , , -
.
GR-:1. -. -
( ,
, , , ). 6 % -
, -
.
2. -. , -
, , -
, -
.3. -.-
,
, --
, -
- .
4. -.-, :
(-, , , -
109
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
110/115
, , ,
, , - -
);
- -;
- -;
.
, , - . , -
, ,
,
, , -
. -
-
.
. GR-, -
(PR GR), , -
, , ,
GR-, , -, , ,
, , -
, PR/GR-.
, PR- GR- , , ,
, , , , ,, , , PR GR ( PR- GR-
) . PR- GR- -
, . , ., ,
GR-, , ,:
110
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
111/115
;
;
; ; ; ; ; -
;
;
, -, ;
, , ; ,
;
; -
;
;
., PR GR. PR-
, , PR GR - - . .
1. , .. /.. -. ., 2000. 288 .
2. , .. / .. . .,1998. 376 .
3. , .. /.. , .. , .. . ., 2001. 288 .
4. , . /. . ., 1999. 517 .
5. , .. / .. -. ., 2003. 360 .
111
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
112/115
6. , . / . ,. . ., 1995. 324 .
7. , .. PR /.. . .,1995. 380 .
8.
, .. PR. - /.. . ., 2005. 224 .
9. , .. /.. . ., 200 . 232 .10. , . /
. . ., 2000. 304 .
11. , .. / .. . .,2000. 464 .
12. , .. : , /.. . ., 1996. 344 .
13. , . . : 2 . /. . ., 2004. . 1. 512 .; . 2. 1024 .
14. , . / . , . . ., 2000. 448 .
15. , .. / .. . .,2000. 96 .
16. , .. /.. . ., 2000. 512 .
17. , .. : /.. . ., 2000. 432 .
18. , . / . . .,2000. 208 .
19. , .. /.. . ., 2004. 239 .
20. , . - /. -, . . ., 2001. 112 .
21. , . / . . ., 2003. 191 .
22. , . /. . ., 1997. 684 .
23. , .. /.. . ., 1999. 448 .
24. , . . - /. . , 1998. 224 .
25. - . / . -. ., 1996. 342 .
26. , .. /.. . ., 2002. 576 .
112
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
113/115
27. , .. PR / .. . .,2003. 544 .
28. , . / . -. ., 2002. 688 .
29.
, . /. , . . ., 1999. 429 .
30. , .. /.. . ., 2001. 256 .
31. , .. / .. ,.. , .. . ., 2004. 624 .
32. , .. /.. . ., 1996. 360 .33. , . / . . ., 1999.
272 .
34. , .. /.. . ., 2004. 304 .
35. , . / . -. ., 1969. 240 .
113
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
114/115
: PR-
..
020370
15.08.06. 6090/16.
. . . . 7,1. .-. . 7,75.
500 . 111.
: 614600, , ., 29, . 113.
114
8/8/2019 Ponomarev N.F. Public Relations Management: Theory and Practice of PR-Communications
115/115
. (342) 2198033
. 1983 -
,-- , -, -
.
1997 Fleishman-Hillard -. PR.
.