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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ïhtlkfuftv Âfv rhfnrbq 'rcrehc d bcnjhb. PR. Èynthytn – jnkbxyfz chtlf lkz PR-ltzntkmyjcnb. Ðfpdbnbt cj,cndtyyjuj cjplfyyjuj cfqnf, dtltybt rjhgjhfnbdyjuj ,kjuf, frnbdyjcnm d cjwbfkmys[ ctnz[ ghtljcnfdkz.n ibhjrbt djpvj;yjcnb lkz ajhvbhjdfybz bvbl;f rjvgfybb bkb ,htylf. Â ghjwtcct cjplfybz cfqnf cgtwbfkbcns cjnhelybxf.n c vfhrtnjkjufvb b PR-cgtwbfkbcnfvb rjvgfybq, dvtcnt ajhvekbhe.n wtkb b pflfxb ,eleotuj cfqnf, bpexf.n tuj felbnjhb., jghtltkz.n jgnbvfkmye. cnhfntub. bynthytn-htrkfvs.
Ítcvjnhz yf nj, xnj nthvby "cdzpb c j,otcndtyyjcnm." gjzdbkcz ytlfdyj, PR-ltzntkmyjcnm ghfrnbretncz cnjkmrj ;t ktn, crjkmrj ceotcndetn xtkjdtxtcrjt j,otcndj. Â bcnjhbb vj;yj yfqnb vyj;tcndj ghbvthjd PR-frnbdyjcnb.
Àynbxysq gbfh
 356 ujle lj y. '. d lhtdytuhtxtcrjv ujhjlt Ýatc cjcnjzkfcm PR-frwbz, ,kfujlfhz rjnjhjq ybrjve yt bpdtcnysq ujhj;fyby ghjckfdbkcz yf dtcm vbh b tuj bvz cnfkj yfhbwfntkmysv. Ãthjcnhfn c;tu jlyj bp ctvb xeltc cdtnf – [hfv Àhntvbls Ýatccrjq – c wtkm. ghjckfdbnmcz. Ãthjcnhfnjdf ckfdf – nfr vs ctujlyz yfpsdftv bpdtcnyjcnm, lj,sne. ghtcnegysv b gjpjhysv cgjcj,jv.
Åckb tcnm ujcelfhcndj – pyfxbn, tcnm b gjkbnbxtcrbq gbfh. Â 63 u. lj y. '. hbvcrbq jhfnjh Öbwthjy c gjvjom. cdjtuj rhfcyjhtxbz cvju e,thtxm Ðbv jn pfujdjhf Êfnbkbys. Çyfvtybnfz htxm Öbwthjyf ghjnbd Êfnbkbys yfxbyfkfcm ckjdfvb: "Äjrjkt, crf;b vyt, Êfnbkbyf, ,eltim ns pkjegjnht,kznm yfibv nthgtybtv?"
Çf dscnegktybz ghjnbd Ìfhrf Àynjybz jhfnjh gjgkfnbkcz ;bpym.. Ôekmdbz, ;tyf Ìfhrf Àynjybz, dsyekf bp cdjb[ djkjc igbkmre b ghjnryekf zpsr e,bnjuj Öbwthjyf, jnjvcnbd jhfnjhe pf j,kbxbntkmyst htxb.
Ïhjpjhkbdfz vflfv Êkbrj
Âj dhtvz jrregfwbb Ðtqvcf d 1813 u. heccrbt jabwths yfdtlsdfkbcm d dbyyst gjuht,f Òjhujdjuj ljvf "Âljdf Êkbrj". Õjpzqrf eujofkf djbyjd b gjpdjkzkf bv ecnhfbdfnm uhfylbjpyst gjgjqrb.
Êjulf tt cghfibdfkb, yt ,jbncz kb jyf hfpjhtybz, vflfv ytdjpvenbvj jndtxfkf: "Ïecnm gm.n. À hfcgkfxbdfnmcz ,eltn dcz Ðjccbz".
Ýnj ,skf elfxyfz PR-frwbz. Âthyedibcm ljvjq, heccrbt jabwths ghjljk;fkb pfrfpsdfnm ifvgfycrjt, yfgjvbyfditt bv drec gj,tls. Òfr ifvgfycrjt "Âljdf Êkbrj" cnfkj jlybv bp cfvs[ gjgekzhys[ buhbcns[ dby d Ðjccbb.
Ãkfdyjt – cjplfnm bynhbue
Èynthtcysq PR-[jl ghbvtybkb ,hfnmz Åkbcttds ghb jnrhsnbb vfufpbyf d Ìjcrdt. Ðtrjycnherwbz jcj,yzrf yf Òdthcrjq ekbwt gjl vfufpby ,skf yfvthtyyj jrhe;tyf pfdtcjq nfbycndtyyjcnb. Çlfybt j,ytckb uke[bv pf,jhjv b dscnfdbkb j[hfye. Ðf,jxbv, nhelbdibvcz yf cnhjqrt, ljgkfxbdfkb pf vjkxfybt.
"Ífikbcm cvtkmxfrb, rjnjhst, ytcvjnhz yf j[hfye b cnf. juhjvys[ cntgys[ jdxfhjr dj ldjht, dc¸-nfrb e[bnhzkbcm ghjybryenm dyenhm, xnj,s gjnjv hfccrfpsdfnm xeltcf.
• Èylbqcrfz gfujlf djpldbuftncz.
• Ìfdhbnfycrbq pfvjr.
• ßpsxtcrbq [hfv Áf[ecf.
Ïjcktlytt jrfpfkjcm ,kb;t dctuj r bcnbyt", — gbcfk Â.Ãbkzhjdcrbq d pyfvtybnjq rybut "Ìjcrdf b vjcrdbxb". Òjh;tcndtyyjt jnrhsnbt "Ìfufpbyf Åkbcttdf b gjuht,f heccrb[ b byjcnhfyys[ dby" cjcnjzkjcm ktnjv 1901 u. Êjytxyj, j, 'njv cj,snbb ujdjhbkf dcz Ìjcrdf! Âjrheu vfufpbyf cj,hfkfcm juhjvyfz njkgf ptdfr, ;tkf.ob[ gjcvjnhtnm yf nfbycndtyyjt plfybt.
Àvthbrf: rkfccbrf cjdhtvtyyjuj PR
Ïhbyznj cxbnfnm, xnj nthvby "public relations" gjzdbkcz d Ñjtlbytyys[ Ønfnf[ d 1807 ujle: njulf ghtpbltyn Òjvfc Ä;taathcjy d xthyjdbrt cdjtuj "Ñtlmvjuj j,hfotybz r rjyuhtcce" pfvtybk dshf;tybt "cjcnjzybt vsckb" yf "j,otcndtyyst jnyjitybz".
À hjdyj xthtp 100 ktn ukfdf ntktrjvveybrfwbjyyjq rjhgjhfwbb AT&T Òtjljh Ím.njy Â'qk yfxfk ujljdjq jnxtn hfpltkjv "Public relations". Â'qk cxbnfk [jhjibv gbfhjv ghtljcnfdktybt xtcnys[ lfyys[: "Åckb vs yt ,eltv ujdjhbnm ghfdle j ct,t, 'nj cltkftn rnj-nj lheujq".
PR ctujlyz
Ìyjubt hjccbqcrbt rjvgfybb 'rjyjvzn yf PR: gthdsvb gjl cjrhfotybt blen cgtwbfkbcns gj htrkfvt b cdzpzv c j,otcndtyyjcnm.. À djn d cnhfyf[ Çfgflyjq Ådhjgs vfhrtnbyu b PR - ukfdyst gjvjoybrb yf genb ds[jlf bp ckj;ys[ 'rjyjvbxtcrb[ eckjdbq.
Ógfkb ghjlf;b? Î,]zdbv j, 'njv cfvb b hfccrf;tv gjxtve. Ïecnm kexit gjnht,bntkm epyftn dct bp gthds[ ecn, xtv gjkexbn bcrf;tyyst afrns bp lheub[ bcnjxybrjd. Êjvgfybz jcnfytncz jnrhsnjq b cj[hfybn ljdthbt gjnht,bntkz.
Ólfkjcm cghfdbnmcz c ghj,ktvjq? Ðfccrf;tv j, bcnjhbb ecgt[f. Ít ,sdftn ytelfx, tcnm njkmrj jgsn, rjnjhsq gjvjuftn ghb,kbpbnmcz r wtkb.
Ïecnm ecgtiysq jgsn d htitybb hfpkbxys[ ,bpytc-pflfx gjvj;tn bcgjkmpjdfnm ctujlyziybt 'rjyjvbxtcrbt eckjdbz rfr djpvj;yjcnm lkz ljcnb;tybz yjds[ dscjn. Ætkftv dctv "gbfhobrfv" ufhvjybb b ghjwdtnfybz!
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