Tip 1: What is a briefing

Work and Career

Tip 1: What is a briefing

Very fashionable in recent years, the word "briefing"comes from English brief - short, short. Actually, it also means a brief press conference of certain officials who set out the main theses and tasks, or answer questions from the press.

Why in the Russian language there was and is usedthis word? There can be two reasons. First, of course, brevity. One term briefing replaces the set (see above) of words and has a certain meaning. Secondly, the word "briefing" borrowed from the English language is higher in style, more official, more suitable for describing political and economic events, information about scientific and other phenomena in the life of society, the state. So, the briefing is a short meeting of political and economic figures and cultural figures of different rank with the press. The purpose of the briefing is to inform the press about its position on certain issues, followed by publication in newspapers, magazines or coverage on television. Therefore, the briefing can act as a kind of PR action that attracts the attention of society. Usually the briefing is collected in the footsteps of an event, i.e. after it has already occurred. From the usual press conference, the briefing is distinguished by the lack of a presentation part and a short period of time. However, the briefing has its own peculiarities. The brevity of the presentation of the topic assumes the availability of a thought-out text and the ability to respond quickly and accurately and answer any questions. The briefing lasts no more than 30 minutes. Of these, the first 10 minutes are allocated to presenting the officials present and acquaintance with their position. The rest of the time is devoted to the answers to blitz questions asked by the media. Briefing is not a dialogue, it's short questions and just as short, but complete, information answers. Therefore, sometimes the briefing is held standing, in the lobby of the hotel, airport, administrative building. In order for the briefing to be successful, it is necessary to properly carry out the preparatory work for it. This is done by special managers in public relations. Some time before the event, they notify journalists about the place and time of its conduct, then before the briefing, they call him again, clarify the main questions, notify about the main line of the short press conference, plan the sequence of speeches. Immediately before the briefing, the operability of audio and video equipment, the preparedness of the place for the conduct, is checked.

Tip 2: What is PR

In modern Russia, the word "PR" is oftenoccurs in everyday speech, although only two decades ago only specialists knew about it. In the Russian language appeared several derivatives of the abbreviation PR, for example, the verb "PR", and the very concept became popular, although not always used correctly.

Public relations as a profession

PR - is a reading of English PR reduction,formed from public relations, which in translation means "public relations, relations." It is understood that PR is building public relations in such a way as to create people's attitude towards the organization, brand, or public person. In fact, PR is a system of technologies for influencing public opinion. The term PR originated in the US at the beginning of the last century. The scientific approach to the formation of a positive image of corporations and politicians became a response to the active work of independent journalists who demonstrated to the society the vices and negative qualities of famous people. One of the founders of the modern school of public relations is the American businessman John Rockefeller. He is also credited with the first public PR campaign, which consisted in the fact that the millionaire handed out a lot of brilliant new coins to the children at 10 cents. Despite the fact that as a designation of the sphere of professional activity the notion of "public relations" appeared only in the 20th century, the phenomenon itself , of course, was born much earlier. At all times, representatives of power and capital were interested in seeing that the people's reaction to their activities was positive. With the development of freedom of speech and the mass press, the need for specialists of the corresponding kind became more urgent, but even in Ancient Greece and China, the state and religion persuaded society of its value and exclusivity.

Types of PR

Modern PR is divided into several types, independing on what goals are required to be achieved, and also on the scope of activity. However, experts identify two main areas of work: political and commercial. Political PR is designed to increase the attractiveness of certain authorities, political parties or individual politicians. In addition to electoral campaigns, during which political PR specialists try to convince the maximum number of voters that the candidate is attractive, this type of PR also includes the work of supporting all public activities of the politician. Commercial PR is the actions of business structures aimed at improving public opinion about them. The objectives of such activities may be different: increasing competitiveness, promoting a new brand or product on the market, maintaining the company's image in a crisis. In particular, commercial PR is divided into "routine" and "situational". The first is understood as the planned actions to form and maintain a positive attitude in society to the brand: holding charitable events, conferences, lotteries, issuing press releases about the company's activities, comments in the press. Situational PR is, as a rule, reaction to certain sudden events, expressed in the most effective way from the point of view of public opinion.

Tip 3: What is PR (PR), or public relations

PR (PR), or public relations - functionmanagement, through which, harmonious and mutually beneficial relations are established between society and the organization. It is from these relations that the favorable opinion of the public on the firm depends.

To achieve the goals, manufacturers use various PR methods and technologies. Methods are divided into sociological and marketing.

Sociological refers to:

1) Questioning - a written form of a survey, most often passing in absentia. Justified when you need to interview a large audience. Provides the maximum relevance of information.

2) Interview - a type of conversation in which the facilitator asks questions directly. The value of this method lies in the specificity and uniqueness of the data obtained.

3) Desk studies - study of existing data - reporting documentation, etc. The collection, processing and analysis of information is carried out and on its basis a plan for further action is drawn up.

Marketing methods include:

1) Segmentation - the division of the market intocertain groups with different requirements, desires and opportunities. This strategy is necessary for manufacturers to optimize the use of their resources.

2) Positioning - establishing an areathe application of goods, the range of potential buyers, its competitiveness. Definition of fundamental differences from similar products produced by competitors.

The key task of using PR technologies in establishing and maintaining a two-way communication between a company that manufactures a product or service, and consumers or suppliers.

The main PR-technologies:

1) Publicity (media relations) - providesthe popularity of the brand or company, forms the trust of the target audience. An example of publicity can serve: the transfer of the musical group before her tour, a report from a charity event with the participation of representatives of the company.

2) Sponsorship - providing support for an organization to promote its company.

3) Printed products - it means: various forms, business cards, accounts, aimed at forming an organization of their own style.

4) Organization of speeches and press conferences - the ability to speak at conferences, negotiate, own oneself and one's speech is one of the basic requirements for representatives of organizations.

Tip 4: What is public relations?

Public relations, or public relations,are part of the company's marketing strategy. Thanks to effective PR mechanisms, the company's image improves, which is reflected in the level of sales of its products.

Public relations form the image of the company

Definition of PR

There are more than 15 author's definitions of PR(public relations), in which theorists and practitioners of public relations express their point of view on the industry. The Webster's International Dictionary of Languages says that PR is the science and art of building mutual understanding and goodwill between a person, firm or enterprise and the public. In Russian-speaking countries, such words as public relations, public relations, public relations are used to refer to this phenomenon. The essence of PR is to fulfill one of the marketing functions aimed at increasing the demand for products and increasing sales. This function is implemented with the help of influence on public opinion through the formation and maintenance of the image of the manufacturer. The well-known sociologist and PR classics Sam Black developed the ethical code of public relations specialists for the first time. The foundation of public relations consists of such principles as: - openness of information, - reliance on objective laws of relations between people, organizations, firms and the public, mass consciousness, - a firm refusal to manipulate public opinion through attempts to give out what is desired for reality, - respect for individuality and personality a person, his creative features - involving high-skilled specialists in the work, giving them the maximum opportunity to make independent decisions. Unfortunately, Gia these rules today ignore the experts in the field of PR, with an emphasis on subjective aspects of the work of individuals and organizations by providing only one side of the coin to the public.

Value and technology PR

Well-established public relations helpbrand to become recognizable, increase their sales, increase competitiveness. PR goals are achieved through the implementation of a set of actions: - creation of information reasons that can be highlighted in the press (launch of a new product, a new package design, improvement of the product composition, etc.) - monitoring of publications in the press for messages on a topic close company or product - establishing contacts with the media, which is achieved through holding press conferences, business meetings with journalists, participation in the public life of the city - writing and placing press releases in many print and online resources - ix press conferences, roundtables, briefings, presentations, participation in exhibitions, seminars and konferentsiyah.Blagodarya high level of confidence in the company, it can stay afloat even in difficult times of crisis.

Tip 5: What is Accreditation?

Confirmation of membership is temporarycreated group, as well as compliance with certain requirements called the word "accreditation". Most often this word can be heard from teachers who are discussing the extension of the accreditation of the school, or from journalists seeking to attend a press conference.

Accreditation is a procedure in the course ofwhich reveals the conformity of the object to the norms, requirements and basic classifications, which are established by law. Accreditation is not characteristic of the industrial sector, for which the rules for licensing and certification have been developed. The accreditation procedure is applied in the sphere of services considered in a broad sense (these are direct services, for example, educational, and art, and journalism, etc.). Accreditation is most often received: - higher education institutions, - mass media, - medical institutions , - diagnostic centers, - laboratories and research institutes, - certification centers.

Types of accreditation

There are two types of accreditation: state and non-state. The non-state is conducted by certified private (non-state-tested) private non-profit organizations that may have their own units, for example, national or regional ones. State accreditation is carried out and regularly confirmed by various federal services. As a result of passing any of the accreditations and upon completion of all procedures with a positive result, a state-recognized certificate is issued that gives the right to operate within the framework of the state standard. Thus, the specialists prove the high level of quality of the services provided by the "verified" organization and make a final evaluation of its activities as a whole.

Accreditation in Journalism

Unlike many areas where accreditationreceives an organization, a journalist often accredits a particular person. As a rule, this is required to organize the participation of a media representative in briefings or press conferences. In most cases it is enough to submit a personal application for participation in the event. However, in this type of accreditation may be denied, for example, the opposition media.

Accreditation in Health Care

Medical clinics and centers undergo thoroughThe selection of highly qualified specialists in the field of health. There is a network of international medical associations that evaluate the activities of various health facilities. Medical accreditation in the world today is the most formalized, for example, the covenants on the principles of honesty and honesty in the conduct of inspections, the timing and regularity of such interventions in the activities of doctors.