Статья 'Эволюция теории и практики PR в истории социальной коммуникации' - журнал 'Genesis: исторические исследования' - NotaBene.ru
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Genesis: Historical research

The evolution of theory and practice of PR in the history of social communication

Tsendrovskiy Oleg

PhD in Philosophy

senior teacher of the Department of Philosophy and Social Studies at Nizhny Novgorod State Pedagogical University

603005, Russia, Nizhegorodskaya oblast', g. Nizhnii Novgorod, ul. Ul'yanova, 1

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Abstract: The author of the article attempts to determine the concept of the phenomenon of “public relations” and its internal borders, as well as to demonstrate its historical development and place within the modern society. For this purpose, the following goals are set: to gradually expound the history of persuasive communication and its main instruments (advertising, propagation, PR); during the course of the historical-social research, to revise and correct their definitions and common understanding; as a result of the analysis of the current state of social communication, to give practical recommendations for the advertising and PR and, as well as the forecast of their development in the nearest future. The author’s main contribution consists in postulating of the multi-component nature of public relations, which despite the absolutely predominant opinion, cannot be reduced to a single foundation. The author formulates three independent elements of public relations: informative, suggestive, and adaptive; and describes their origin, specificity, and concept. The author claims that the initial instrument of PR – the creation of special events with the powerful dramatic layer of semantics that are interesting and entertaining – gains a great significance and advantage over all other ways of communicational influence under the conditions of prevalence of the virus model of spreading information (horizontally, from user to user).

Keywords: Public Relations, PR, Social Communication, Advertising, Propaganda, Marketing, Manipulation, Communication Management, Viral marketing, Mass Media
This article written in Russian. You can find full text of article in Russian here .

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