УДК 659

The role of public relations in the transition to a new economic model

Амангелдиева Гулмира Сабыровна – PhD, асссистент профессора кафедры Журналистика Карагандинского университета имени академика Е. А. Букетова (Республика Казахстан).

Еркин Жазира Жангазиевна – магистр филологии, старший преподаватель Карагандинского университета имени академика Е. А. Букетова (Республика Казахстан).

Кадина Жамбы Зекеновна – старший преподаватель Карагандинского университета имени академика Е. А. Букетова (Республика Казахстан).

Сатеева Ботакоз Серикбековна – магистр филологии, старший преподаватель Карагандинского университета имени академика Е. А. Букетова (Республика Казахстан).

Алибаева Назым Абеновна – старший преподаватель Карагандинского университета имени академика Е. А. Букетова (Республика Казахстан).

Abstract: The authors note in the article that public relations in Kazakhstan are influencing changes in public opinion in the information environment. The need for the development of the PR sphere is foreseen by the intensity, stability of the opinion, and expansion of the range of information in accordance with the problem. Like other types of activities, PR carries out various actions to achieve its goals and is an integral part of any type of activity of effective management, as the authors have clearly revealed. In the practice of public relations around the world, it highlights several functional features of PR. The fact that it makes sense to distinguish between novelty and corporate material for a PP specialist is studied in Maka-Lada. In order to publish the material in the media for free, in addition to studying and meeting the needs of the media, it is differentiated that it is necessary to establish a close relationship with it, become a permanent source of information, and be able to objectively evaluate the information for the media. An RR specialist who knows how to create a systematic, mature information product from information raw materials is a real professional who has proven that any of his materials can be published for free. The article also discusses ways to increase the competitiveness of PR activities in the Republic of Kazakhstan.

Аннотация: В статье авторы отмечают, что связи с общественностью в Казахстане влияют на изменения общественного мнения в информационной среде. Необходимость развития сферы PR обусловлена интенсивностью, стабильностью мнения и расширением спектра информации в соответствии с проблемой. Как и другие виды деятельности, PR осуществляет различные действия для достижения своих целей и является неотъемлемой частью любого вида деятельности по эффективному управлению, как четко показали авторы. В практике связей с общественностью по всему миру это выделяет несколько функциональных особенностей PR. Тот факт, что для специалиста по PP имеет смысл различать новизну и корпоративный материал, изучается в "Мака-Лада". Для того чтобы опубликовать материал в средствах массовой информации бесплатно, в дополнение к изучению и удовлетворению потребностей средств массовой информации, важно установить с ними тесные отношения, стать постоянным источником информации и иметь возможность объективно оценивать информацию для средств массовой информации. Специалист по RR, который знает, как создать систематизированный, зрелый информационный продукт из информационного сырья, - это настоящий профессионал, доказавший, что любой из его материалов может быть опубликован бесплатно. В статье также рассматриваются пути повышения конкурентоспособности PR-деятельности в Республике Казахстан.

Keywords: public relations, consulting, public opinion, resource, audience, action, manager, competitor, image, industry, black PR.

Ключевые слова: связи с общественностью, консалтинг, общественное мнение, ресурс, аудитория, действие, менеджер, конкурент, имидж, отрасль, черный пиар.

In modern times, the experience of specialists in sociology is enough to work on the side of a social institution. We see social institutions as a normative set of conditional roles and statuses. At the same time, it is aimed at satisfying certain social needs as well as the form of organization and regulation in society. Social relationships control a specific sphere of social life. Social institutions assume the existence of social practices. This term refers to a set of formal and informal rules. The sociological approach to the study involves attention to the social functions of the institution and its normative structure. "Public relations" is a social institution, a special place in society, as well as a sociological institution that constantly maintains public relations in social institutions [1, p. 98]. The institution of sociology is also in direct contact with PR specialists. For example, socio-economic, political, cultural, spiritual, and ideological The Institute of Public Relations is an important factor that ensures the normal functioning of these industries. It is clear that the main goal of any PR activity is to achieve mutual understanding between social structures and their communities. Public relations help a pluralistic society make decisions. According to E. A. Sidelnik, it is said that the formation and development of the public institution of PR in Russia are largely determined by economic factors [2, p. 76]. In this context, he pointed out that the transition to a new economic model is a clear conclusion. The transition to a market model of economic development in the context of the formation of the information society led to an increase in the importance of public opinion and the need to establish a connection between the organization and its social environment. The activities of many companies and academies are directly related to achieving mutual understanding between them.

Analyzing the institutional aspects of public relations, Shishkina writes and publishes the work "Sphere of Public Relations", which is understandable to solve this problem. The sphere of PR is the expansion of social practices related to the targeted production and functioning of effective public communication systems by social entities in society.

Communicative public relations network: in Russia, public relations in real life are at a very low level. In times of failure, key structures are unable to quickly focus on change. The integration of public relations elements helps to warn of possible violations in the public relations system and correct the result. To date, there will be a merger of all elements into a PR-driving entity because the environment of the institution will continue to shift. Moving quickly, the elements of public relations accumulate a new quality in themselves. Its main components include advertising, electronic media, and verbal and non-verbal communications [P. 1,109].

PR communication: the public relations network is self-directed to the subject and the object, where information and communication, movement, and thought are combined. The network takes over all social communication. The network specifically forms an audience for the public. The exchange of public and communication network data allows for a dialogue between management and managers. This exchange allows us to reach an agreement between them. Each considered individual component of the public relations network is a PR communication resource, but the most important resource of these components are PR management structures. Like other types of activities, PR carries out various actions to achieve its goals and is an integral part of any type of effective management activity. Highlights several functional features of PR in the practice of society and communication:

• part of management activities;
• harmonize the relationship between society and the firm and prevent dissent;
• study of public opinion;
• establishing social contacts, influencing public opinion, and social situations.

Mutual knowledge, mutual communication, and interaction are the legal elements of public relations. These elements, which are distinguished by their multifaceted facets, become a necessary part of professional, special activities (planning a PR company, etc.), entering the field of PR [3, p. 95].

RR-agency resources often do mixed work with the media and, frankly, establish a connection. RR-agencies are conducted by RR-companies when they publish materials of various natures on their contacts through the Central Media. Now, one characteristic of PP agencies is their versatility. Although the relationship between political RR and business RR is mixed, the rights in their respective fields are not the same. Not all agencies have the same comprehensive experience. Of these, only a few have a wide range of opportunities to independently provide services. Although the placement of materials on television is expensive, it is the most powerful tool for advertising and RR. In the media, television has a wide range of coverage, and its ability to influence the public is also very high. So, TV is more suitable as an information channel. The moving images in front of the screen, plus the voice, are seen from the front row, making an immediate impression on the audience. As for the point of view of placing ads on TV, despite the high price, it is not a lie that it bothers many viewers. Most of the audience began to show an advertising block on television, trying to transfer it to another channel. Neither literate nor impressively made PP materials cause such a mess. RR on television is carried out within the framework of news and socio-political programs. TV channels have very strict requirements for RR materials. The displayed subject must be of federal significance. When events of national importance are held and information silence is established, RR materials with information value are implemented. In addition, the editorial board will also have its own standard that corresponds to RR materials for television.

It is known that the effectiveness of communication is determined by feedback. In the presence of feedback, a product, service, or idea will achieve its ultimate goal without hindrance. Persons who establish relations with the media in the organization, the company, or develop a policy of interaction with the media on a regulatory basis are mainly RR specialists and press workers. And it is the media that provide the public with information about the activities of the company. It is advisable to establish a more open relationship with the media, and it is even better if the media considers the organization its reliable source of information. The larger the organization, the more closely it needs to interact with the media. In this regard, employees of the organization should fully master the laws of mass communication and the order of functioning (support of social society, political and ideological influence on society, etc.). Only then does bilateral mutual information materialize. I. Aleshina divides the principles of joint activities of the media and the organization into 10 points and gives the necessary advice to the organization [4, p. 201].

It emphasizes what measures should be taken if there are facts that distort information from the media. An organization that wants to be known from a positive point of view needs to develop a plan for working with the media. A part of public administration is a special political institution, the press service of which, through interaction with the mass media, is aimed at making and disseminating various political decisions. The tasks of the press service are unlimited: inform the public about the organization's activities and decisions made (through the media), predict socio-political phenomena, inform the authorities, form the image of authorities and officials, analyze the attitude of public opinion toward their activities, and prepare and distribute various official information for the media. In accordance with the law on mass media, on behalf of the editorial office, it accredits journalists who write about the organization's activities and prepare and conduct press conferences, briefings, meetings, etc.

The structure of the press service depends on the type of organization. The press service in the organization must be located in a separate room, provided with technical equipment. Digital printing equipment, photo laboratory, availability of digital video materials, free distribution of information within the organization, media monitoring Corporate publications create conditions for the rational organization of the press service.

It is known that the task of the RR manager is to develop and put into practice the company's RR strategy; however, the main part of his activity is to establish contacts with the media, write high-quality RR material, and meet the needs of the media. 96% of Kazakhstani companies communicate with the media in their RR activities [4, P. 12].

The product of the journalist is directed to the public, and the customer of the RR specialist is a real client. Therefore, it is necessary that the PP material be useful to society. Organizations need to coordinate their professional activities with the interests of society, respect the code of conduct of others, and effectively interact with the media, for which a work plan is usually drawn up. "The most important aspect of the work after the development of the PP-plan is communication with the media" [5, p. 144]. In order to create a favorable image of the institution, the press service of various bodies is, in most cases, limited to providing the media with only positive information that is beneficial to them. The media wants to get the information necessary for society in any way, and the monopolization of the media also hinders the development of relations between the organization and the media. Hence, various misunderstandings may arise between the organization and the media. Also, the media is the main source of information for the organization; that is, the organization uses electronic and print media materials in its activities for various purposes (identifying consumers, increasing sales, etc.). Only when there is transparency, mutual respect, and trust between the commercial structure and the media will the status of the national economy increase, the competitiveness of domestic goods and services increase, and Kazakhstani companies will exchange experience, communicate, and develop through media materials. This is where information is of value to the organization.

In the process of providing information to a journalist, in addition to understanding the point of view and meeting the needs of the journalist, the importance of information to the audience is taken into account, and this material should increase the rating and prestige of the organization. For a specialist in RR, it makes sense to distinguish between novelty and corporate material. The news should be interesting, relevant, and fresh, not only for the target audience but also for the journalist. In order to publish material for free in the media, in addition to studying and meeting the needs of the media, it is advisable to establish a close relationship with the media and become a permanent source of information to be able to objectively evaluate the information for the media. A PP specialist who knows how to create a systematic, mature information product from information raw materials is a real professional, any material of which is published free of charge. "81% of Kazakhstani companies post their materials in the media for a fee; most of them have departments that are engaged in paid publication of material in the media." Some business publications (Moscow, the magazine "Technology Management") publish PP materials free of charge, although they are prepared for a fee [5, p. 165].

Public relations in the function of the sphere are currently at a modern stage.

Social PR and public PR (GP): identify and publicize their role in society through close contact with candidates [6, p. 29]. The supreme power also includes the direct access of information from representatives of national defense to representatives of the press service.

Currently, commercial institutions turn directly to public relations specialists as information providers. This is because they shape the role of their organization in society in the same way [7, p. 98]. Currently, the highest authorities, as managers, rely directly on public relations specialists in order to create their own image as well as sources of information.

Image-making is the formation of the image of a particular person or thing (product) in society in accordance with the combination of technologies, techniques, elements, and operations [8, P. 51]. On the one hand, image-building comes in the form of a system, and on the other hand, it monitors the actual performance of work or the achievement of a certain achievement.

The main goal of this type of public relations is to form the image of a particular organization in society, to increase interest in various groups in society, and to form innovations that positively affect a particular public view (institution, person, political party, region, state). It is obvious that the positive image of the organization brings maximum self-respect from views in society.

PR-Branding (brand-commodity mark) Practice the role of popular brand names, types, and meanings in society. A brand marker explains more accurately what the types of groups in society are through a specific word or name as well as a symbol.

A media relationship is a new orientation towards market sources of information. The presence of specialists of a particular organization in close interaction with the media with the classification of a new source of information and news about a particular person or organization in the media or on the internet

Conflict prevention. This type is often considered to be the search for new directions, optimal decision-making with competitors, as well as the ability to withstand certain resistance and get rid of the heavy task. You can learn more about this in more detail on the topic" crisis situation in public relations" [page 7, 104].

Image formation in the sports and cultural context of PR:

The museum, library, park, stadium, fitness clubs, sanatoriums, hotels, and show businesses prefer to have their title in front of them as well as form their image. Of course, in this context, they also increase trust in public relations specialists.

PR institutions do not immediately disclose the sources of information that, in their name, convey to society in a certain way. First of all, it analyzes this information in order to increase its prestige. Often, they strictly follow the source of information to positively reach their point of view in society. Today, it is quite possible that opinions are often in conflict. By planning all this in advance, they practice the position of information in society.

Advertising is the ability to convey a certain personality and commodity quality to society. As a general rule, conduct advertising in such a way that you can find a place in the public eye.

Media planning is the ability to optimally deliver the type of advertising that is considered to be in demand by society through well-known channels, as well as to convey the source of information while maintaining close contact with media workers. Direct communication of the public and budget to media activities, as well as the formation of PR specialists in society in such a way that this information has a positive impact on the image of the organization [7, p. 285]. Media planning often results from the close contact of PR professionals with the media.

Speech-writing-text writer (openly conveying issues and planned situations that belong to the public delivery) [8, p. 52]. It is said that a certain person takes people with him in his manner of speech. Not only had the success of the speech but also the stability of the spoken words increased the self-confidence of the population. Today, those who are able to appear in a beautiful style of speech are becoming a choice not only before the country but also before the Supreme authorities. The speechwriters are known to the public as being represented or protected by the referee and also prepare a speech to represent the corporative institution. By preparing speeches for those who are facing a choice, they prepare speeches that they will convey not only to the public but also ideologically to the side of social institutions. In the United States, this profession is considered prestigious. They interview speechwriters. They are able to express themselves without hiding anything because they have the right. In Russia, however, it is strictly classified as a secret.

Direct communication with the public was considered the main task of PR specialists. At the same time, we all know that in these cases, there are similarities not only in terms of public relations but also in terms of advertising. But the introduction of advertising is delivered only for free, and PR specialists occupy a special place in terms of creating an image that is not real advertising [8, p. 52]. PR specialists, as well as comparators of marketing systems, are becoming increasingly popular in society. In fact, there is no similarity between the two, and there is no A special place is occupied by PR specialists through the formation of their image by a particular institution. Because the formation of an organization that is also in demand by the population through its image will have a positive impact.

In any case, it is clear that PR specialists, thanks to their ability to consistently convey information to media workers, will be the source of demand for them as much as possible. Marketing, in short, can only achieve the economic and financial impact of the organization, and PR specialists increase the organization's position and competitiveness in society. This is how PR specialists are able to find optimal solutions for the formation of the internal principles of a particular institution, not only in society but also in it.

References

1. Dombai K. Kazastandstandara, "Shirenbegen PR," or how to raise a company without advertising or Apostille. Dombai-AlmatAposematica, 2010, 346 p.
2. Dotty, D. Public Affairs and Public Relations. / D. Dotty-Moscow: Filin, 1996. 286 p.
3. Grenberg, Vol.E. Political Technologies and Advertising. / T.E. Grenberg-Moscow: Aspect Press, 2012. 265 pp.
4. Muses Urgant, V.L. Advertising and Apostille Technologies in Business, Commerce, and Politics, / V.L. MuzUrgant-Moscow: Aspectpress, 2002, 320 pp.
5. Backbolat Public Relations, G. BackbolatFluconomics, 2009. 250 p.
6. Negizbayeva, M.Oh. Advertising and Apostille-communications in Journalism Kazakhstan. / M.Oh. Negizbayeva-Almat.: Extraveconomica, 2012. - 280 p.
7. Pracheptsov, G.G. Public relations, or how to successfully manage public opinion. / G.G. Pocheptsov-Moscow: Center, 1998, 349 pp.
8. Blissful, E. Image: Securitization / E. A Journalist, 1994, No. 1, S. 52–24 p.