PUBLIC RELATIONS MODELS WITHIN THE PUBLIC ADMINISTRATION

Abstract

Purpose. Consideration of peculiarities of public relations activities in public administration under different political regimes. Methods. Comparative analysis on various grounds of such ways to manage public relations, journalism, advertising and public relations activities. The need to implement this analysis was caused by the aim of defining the essential signs of public relations activities, the knowledge of which is a prerequisite for deeper analysis of specificity of its functioning in the sphere of public administration. The author analyzed the characteristics of the implementation of PR activities, depending on the actual political mode. Results. The author presented full characteristics of public relations activities, taking into account aspects such as the purpose of the activity, conditions for implementation, which are understood as the actually existing political regime, the range of the means used. In his characterization of public relations activities, the author uses the category «soft force of influence». In the article the author describes in detail a transition and management model of public relations activities, depending on the type of political regime. Fundamental differences in the transitional and managerial models exist as a result of the different nature of origin, their use in very different circumstances: in the situation of the so-called transitional and actually realized model of democracy. Scientific novelty. Scientific novelty of the research is to identify the essential characteristics of models of PR-activity, in determining their policy differences. Describing the patterns of public relations, the author separates the notions «public relations» and «PR-communication».