Russian version

WHAT IS PUBLIC RELATIONS IN RUSSIA?
A Thing in itself, or an activity open to the public?

Tatiana Alexeeva, the Editor PR-Info.ru,

The full version of the article is published in
Guide and reference book "Public Relations in Russian Environment" , 1988, Moscou
& in "Sovetnik" magazine , N 12(48), 1999 & N 3(51), 2000 in russian

PUBLIC RELATIONS IS the sphere of operation, bordering on both politics and advertising, has not developed to maturity IN RUSSIA.

Today the sphere of PUBLIC RELATIONS is represented by:

1. PR campaigns proper, interpreted as work with information in the sphere of mass media and collaboration and contacts with any organisations and persons regarded as external to the PR subject (state structures, public organizations, private business, common people)

2. Election campains & political consulting

3. Intra-company PR (Inside PR, Internal PR), which includes not only the work with communications whithin organisations, but

• Оrganisational development
• Consulting in the field of Organisational Psychology
• Corporate Culture: the elaboration and development of Оrganisational norms and values
• Formal and nonformal structure of organisation, groups whithin the organisation
  
• Оrganisational and group leadership
• Motivational factors
• Staff relations
• Decision-making processes
• The creation of Press Service and PR department
  and other spheres of operation

4. Organisation of exhibitions, forums, conferences as well as promotion campaigns for its participants

5. Applied research - sociological, psychological, demographic,
marketing research and strategies etc.

6. The creation of a personal image for anyone who needs it. The Image-Making

The "Public Relations in Russian Environment" information and reference Еdition
includes the list of

1) Basic PR agencies working in Russia, as well as advertising agencies and agencies working in the field of political consulting

2) Associations, alliances, business partnerships of PR agencies and PR professionals

3) Publishing houses and periodicals, delivering info about Public Relations, Marketing Communications, The Image-Making, Work in the field of Mass-media, Psychological Aspects of Public Activity and Corporate Activity etc.

4) Higher schools which train, or prepare to train specialists in Public Relations, Election Technologies and Image-makers

5) Press-services and PR Departments of Governmental Structures

There is the hope that individual and separate projects of different
PR agencies and PR - professionals will eventually merge to create a comprehensive system
incorporating political consulting and image-making,
the elaboration of concepts,
planning and creation of the image of Russian business as a whole and of individual companies,
the personal image of the heads of state structures, public associations and private companies

This sphere of operation will gradually absorb other activities,
enriched by the professional talents of

psychologists and social scientists,
economists,
management and organisational development specialists,
marketing professionals,
political scientists
and election technology consultants,
speech-writers, journalists
and those who create "external image" - make-up and hair stylists,
photographers, and other professionals

Tatiana Alexeeva, the Editor PR-Info.ru,

The full version of the article is published in Guide and reference book "Public Relations in Russian Environment"
& in "Sovetnik" magazine , N 12(48), 1999 & N 3(51), 2000 in russian