PR coverage in modern society

In this article the tendencies which exist in research literature on the issue of the term "public relations" definition and the history of its emergence are revealed. The careful analysis of the literature shows that there is a problem in the PR nature and functions definition which consists in discrepancy of declarations of PR-specialists claiming that "public relations" exists as a certain "science" the purpose of which is the impact on people. This discrepancy leads to existence of a huge range of various opinions on the issue of the PR definition, its functions and nature. Following the analysis of the existing definitions of the term "public relations" we came to a conclusion that in one case, "public relations" is treated as a way of communication and in this sense it is perceived as existing in the times of ancient civilizations. In another case "public relations" is an applied discipline which appears in the 20th century and is oriented towards the solution of specific problems specialists in the field of public relations face (creation of image of the organization, promotion of goods and services, interaction with the public). Such an interpretation promotes the treatment of PR as manipulation. Thus, the understanding of public relations as an applied discipline leads to the deformation or annihilation of the initial plan of PR, which consists in the establishment of benevolent relations between the organization and the public. This raises a question: is it possible to speak about the value of the institution going beyond the manipulation?" The conceptual basis for the productive solution of the matter is The Theory of Communicative Action of Jurgen Habermas. The appeal to this theory allows drawing a conclusion that at the heart of the developed definitions of the term "public relations" it is possible to see the distinction of types of rationality, namely, the communicative type of rationality and the tool type. As a result, we come to a conclusion that PR can become a valuable social institution. If the phenomenon of public relations is to be treated as communication among various commercial structures and the public, PR then can be presented as an embodiment of communicative reason. Thereby, public relations act as a factor of solidarity and stability of the society. By means of this communication various social subjects come to mutual understanding, providing a notional reconstruction of the society. Thus, it is represented that the concept of the communicative reason of Jurgen Habermas can act as the theoretical and methodological basis both for studying the prospects of existence of public relations institution and for their practical realization.

Keywords

Authors

References