The main models of public relations in the socio-cultural sphere
Abstract
In the process of modernization and dynamic development of social relations, the socio-cultural sphere plays a special role, as due to effective functioning of institutions that work in this sphere, the conditions for formation of intellectual potential of the nation are created and the spiritual life of the society is determined.
The success of socio-cultural institutions depends largely on the timely establishment of public relations through the widespread use of the media - the press, radio, television, etc., in other words the PR-activity should be based on the modern technologies of influence on social environment. Establishing close, mutually beneficial contacts with consumers, partners, state bodies and public organizations is impossible without knowledge of public relations fundamentals, which helps to identify and to eliminate the shortcomings in strategic planning, regulation and organization of socio-cultural activities more promptly and timely.
The article analyzes the geographical classification models of public relations used in the cultural sphere. The selection of such a classification is due to the national cultural specificity, which performs integrative function, combining artificial objects into stable integrities with separated values and meanings within the society. This all ows to identify the social groups according to the ir characteristic cultural needs and priorities. Also, the study reveals a tendency to improvement of adaptation of institutions of socio-cultural sphere in the market environment through the use of PR-technologies. This trend makes the socio-cultural organization focusing on business needs, while articulating their own interests. The article stresses on the importance of active implementation of fund-raising technology, the use of which has to provide for development of institutions that work in the socio-cultural sphere.
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References
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