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It is proved that the main tool of communicative influence is various types of public relations. It is a virtual system of influencing people in order to ensure their social interaction which manifests itself in certain conditions. But since the property of communicativeness in public relations is an absolute reality, it is necessary to look here for precisely those instrumental (managerial) functions by which these connections are maintained and to some extent materialized. It is determined that «public relations» act as its own governing structure, in the form of which are public relations «public relations». Thus, from the point of view of communicative influence, this governing (organized and organizing) structure of public relations comes to the fore in the implementation of strategic and tactical tasks of public authorities. It is proved that such a view is fully consistent with the concepts associated with PR-communication and management as an instrumental unity to maintain mutually beneficial relations between government and civil society. It is analyzed that the administrative and political aspect of management in relation to PR-communications can be assessed both from the standpoint of interests, needs of the authorities, and based on the functional features of PR-technologies. But both variants of approaches do not change the subject of consideration and application of communicative functions. It is the examples that testify to power relations and mechanisms for preserving a certain social climate and mutual understanding through PR. Due to its socio-political and social severity, one of the first places among them by right should probably be «tax reform». It is proved that PR institutionalization in Ukraine, ie the development of a new social communication infrastructure for program purposes, began in the late 80s of the last century with the opening of PR services in government agencies, public and political organizations, and then the creation of the first PR agencies. and professional training. Therefore, it can be argued that in the context of global transformation of all spheres of life of the people and the state, public relations helps our complex and pluralistic society to reach certain decisions and function more effectively, providing the necessary level of understanding between different groups and social institutions. In Europe, the following definitions are used: «PR is a conscious organization of communication. PR is one of the functions of management. The purpose of PR is to achieve mutual understanding and establish a fruitful relationship between the organization and its civil society through two-way communication». It is determined that initially PR was defined as a special type of relationship between the organization and the public, as a type (or function) of management by the organization through communication to establish and maintain mutually beneficial public relations, creating a positive attitude towards the public, public and others. organizations. |
