Giorgi baRaTuria

literatura:
Refernces

1. 
   Mass Media, S.Wilson 2003
   
2. 
   This is PR. The Realities of Public Relations D.Newsom,J.Turk, D. Krukerberg, 2005
   
3. 
   Effectiv Public Relations. Scott Cutlip, Allen Center, Glen Broom,2006
   

Eldar Pirmisashvili
The role of PR and Mass Communications in Building up Reputation of Organizations”
Summary
Public Relations as a profession is integrated in communications discipline. PR specialist is a person who changes communications streams to solve organizations tasks. It is successive influence, which PR dose like this, PR changes communications sources and after this starts public opinion changes. Way we need to change public opinion? Because by changing public opinion we change people’s behaviors. If PR wants to change company’s communications strategy and reach goals we should do some activity. This is identifying target audience, preparing messages, talking with target audience by easy language.
Effective communication is a skill. It can be learned and improved upon with practice. This is necessary if individuals are to come together and become a group. Through the process of communication- sending and receiving messages - individuals can develop understanding and respect for one another, share information, challenge each to think differently and find the best possible solutions to the issues around which the group has formed.
In the conditions of today’s marketing economics, when there is multiplity of various products and candidates in case of politics, positioning is granted the great significance or holding the different and identified mark in man’s consciousness. If in case of business product was good wtich was manufactured by this or that company, in case of politics the product become the person, candidate who needed the same characteristics as the product, package and selling.
What does PR? PR cares for the reputation of company or person and also how his image perceives in society; appears as the mediator between the customer end company. PR is often htought as an advertisement, basic difference is that PR creates the publicity,which spreads in media free, but maney paid in advertisement. Public trust is less toward the advertisement then toward the information broadcasting in media.