Pr On the Internet. Theses.

PR on the Internet. Theses.

The corporate site allows the organization to receive news and retrieve information flexibly and freely without intermediaries, helps to form and strengthen the company's brand, conduct image and PR campaigns.

Thanks to the site, you can quickly solve the problem of forming a loyal audience of Internet projects, to influence it.

The site has interactivity, which allows you to receive feedback, adequately analyze the situation and respond in a timely manner if necessary.

The Internet is an electronic means of communication and has a number of advantages over other means of mass communication and contains a great potential for the further development of PR in the network.

The effect of posting publications in online publications is similar to the effect of posting publications in print media. Certain advantages of such advancement are the very long (perhaps, permanent) availability of an article in the site archive.

PR-activity on the Internet should be harmoniously included in a set of measures aimed at correcting or maintaining the initial PR-situation, and be in accordance with the overall PR-activity of the company.

PR-specialist should regularly audit the image on the Internet and evaluate the effectiveness of the advertising campaign after carrying out this.

It is necessary to choose suitable methods of Internet promotion depending on the budget, target audience, company goals, corporate identity, ethics and other factors that determine the work of a specialist.

Head Ya.

The image of the organization

The attempts of scientists to unite all aspects of the image in a single definition and to give an accurate, exhaustive notion of it have not yet been crowned with success. Because this definition should take into account the existence of the psychic and group factors of its formation, the role of symbols in its creation. At the same time, success is achieved within each specific target group.

In this article, the concept of "corporate image" should be understood as the consistency of all elements of the company's visual communication, conveying the basic idea of the company to the public and creating a favorable response that increases the degree of trust of customers and partners to the company.

Important for understanding the essence of corporate image is the question of its structure. It has a hierarchical structure (see Figure 1.1). Each level affects the neighboring upper block. Ranking by priority is due to the fact that elements of the same level are characterized by varying degrees of importance for different individuals.

Figure 1.1 - Model of the corporate image by A.N. Chumikov

Another model of the corporate image structure is shown in Figure 1.2. In this case, four components are distinguished: the fundamental image, the external and internal image, the accompanying image. The most important here is the first element - the foundation of the image. After all, it is he who ensures the creation, development and preservation of a positive image of the company. On its basis all other components are built.

Figure 1.2 - Model of the corporate image of B. Gye

The image of the organization may be somewhat different for different groups of the public, since the desired behavior of these groups in relation to the organization may vary. For this you need to consider such segments of the audience as:

A) consumers;

B) the staff;

C) the international community;

D) local community;

E) partners;

F) state structures;

G) public organizations;

I) the financial community.

One and the same organization can be perceived in different ways (or strive for a specific perception) by investors, state structures, local and international public. For example, for a broad national public, the company's civil position is preferable. For the international community, global companies tend to be "corporate citizens of the world." For partners, high competitiveness of the position is important. Synthesis of ideas about the organization of various groups of the public creates a more general and capacious idea of the organization.

It is very important to work with every segment of the public. Based on my experience, if you do not enter into communication with any of them, then in the mass consciousness of this group will form their stereotypical attitudes. What becomes an insurmountable barrier with the subsequent introduction of information.

So, in conclusion we note the following. Image is a multi-faceted, multi-faceted formation with a lot of active properties. Working on its formation, it is necessary to clearly represent the structural elements and take into account each of the groups of the public.

1. Sohina, I. Categories of corporate image of the company / I. Sohina // Advertology.Ru - 2005. - [electronic resource]. - Electron journal / RIP-holding - M .: Kislovskiy Nizhn. Per., 3, 1999. - Access mode: http://advertology.ru/article16598.htm
2. Chumikov, AN Public Relations: Theory and Practice [text] / AN Chumikov, M. P. Bocharov. - Moscow: The Case, 2006. - 552 p.
3. Gordin, I. Image of the organization as an object of management / I. Gordina // Laboratory of Advertising, Marketing and PR. - 2007. - No. 1 (50) [electronic resource]. - Electronic Journal / RIP-Holding - M .: Kislovsky Nizhn. Per., 3, 1998. - Access mode: http://www.advlab.ru/articles/article565.htm
4. Gee, B. The image of the firm. Planning, formation, promotion [text] / B. Gee - SPb .: Publishing House "Peter", 2000. - 224 p.

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