There is evidence that the term Public Relations was proposed at the beginning of the century by the third U.S. President Thomas Jefferson, the creator of the Declaration of Independence. With these words, he described people who are competent in the management of public opinion.
But it should be noted that advertising is rarely an end in itself. As a rule, advertising of goods or services is only a part of the overall campaign. Figuratively speaking, Public Relations is a strategy, and advertising is a tactic of success.
So, having enough interesting business or, say, born talent without knowledge of Public Relations system it is impossible to achieve success. The history of "stars" shows that even if the most talented person is not at the right time a consultant or producer, it is unlikely that he will come to fame.
Take the stunning popularity of pop stars, movies, whose fame is sometimes deliberately associated with the mystery of a person, such as Madonna. The essence of the matter lies primarily in the technology of creating an image.
The characteristic moment of heating the public interest is to try to keep reporters at a distance from themselves. "Only that doesn't prevent me from giving countless press conferences, countless interviews.... - shared Madonna. - At the very beginning of my career, I consciously took care of making public some facts of my life, which the press and reporters of "Klyuchi". Although they stayed at the thought that they have got to the bottom of everything. Of course, I did not disappoint them.
Another observation of Public Relations: the first impression of a person or organization is the most accurate. Adhering exclusively to this postulate, visionary executives pay a lot of attention to their appearance and the appearance of their employees (from clock to tie), the interior of the office, up to the type of signs on the doors of the offices. If a janitor still pushes you hard at the entrance, and the secretary-officer pointed at the chair before he could say hello - all is well! You already have an image of this organization in your mind, which will cost them much more to change than to learn how to politely meet customers. In America, it has already become a textbook case when before entering the parking lot of a silencer repair shop its owners wrote on a plate: "You may not inform in advance about the time of your arrival. We will hear from you already! "Hanging a gold silencer for advertising purposes means to put dust in the eyes of customers from the very beginning or at least cause envy. And to write a cheerful simple phrase - it means to make the Client always remember your car service with a smile.
Another principle used in the Public Relations system is to start talking to the public as early as possible, face-to-face, ahead of its competitors. Without this, even the biggest money and power over the press cannot be a guarantee of winning by themselves.
In general, the importance of Public Relations for the market subject is enormous. With the help of carefully thought-out and well-executed PR-events, it is possible both to successfully position and then elevate the object and to destroy it in the eyes of the public.
In the present work, an attempt was made to identify and analyze the basic principles of image creation, taking into account, first of all, the peculiarities of psychological and aesthetic perception of information. In my opinion, the field of image-making is most in dire need of theoretical substantiation of the principles of its effectiveness. To date, there are many scientific works on the psychology, theory and aesthetics of advertising, the formation of the image, as well as the section of the theory of Public Relations, is not sufficiently developed. Specialists in psychology, sociology and other social sciences have only recently begun to address this topic, and advertisers themselves rely more on their own experience and intuition. Thus, the theory of image-making remains a field of subjective assessments, where successful findings are mostly random, rather than the result of specialized knowledge.
As a rule, professional psychologists play the role of the image-maker. The science of image creation requires a complex approach. PR-professional working on the problem of the image should have mixed knowledge in the field of psychology, design, journalism and even human physiology, or it should be a team of creative thinking specialists.
This work presents a variant of possible justification of objects and methods of image formation, as well as examples from the practice of some PR-campaigns.
Special attention is paid to psychological aspects of image creation. Also noted is the importance of Public Relations as a means of effective mass communication. The importance of PR and, in particular, image-making is not always given due attention, in connection with which interacting subjects suffer moral and material losses.
This work does not claim to be complete and perfect, it is just an attempt to understand, implying a more detailed and professional study of image formation problems.