Современные информационные технологии/ 1.Компьютерная
инженерия
Bulatova M.B.
Kostanay
State University named after A. Baitursynov, Kazakhstan
The formation of Internet PR genres
For the recognition of marketers around the world
standard advertising (TV, radio) is becoming less effective. That is why now
there is an active search for new forms all over the world that do not have
direct problem which prompting the buyer to purchase goods, but it is
contributing to the creation of a positive attitude to the product and the
company. These forms constitute a system of public relations (PR). Over the
past 15 years, PR has become a science of managing the state of public opinion
aimed at harmonizing the relationships within a specific marketing project with
its external environment.
Unpredictable market environment requires the company
to establish productive contacts with different target audiences or the public.
For successful positioning in the market commercial organization must be smart
to look for new ideas and creative forms of use. Modern marketing is
unthinkable without competence in the field of PR as a function of resource
management in order to create a business climate of agreement and
understanding. All this leads to the emergence of entirely new previously
unused forms that actively penetrate the market and gain new positions. In
particular, one of the most active applications PR in recent years has become
an Internet where every self-respecting company has a website which provides a
range of PR-materials.
Today we can say that the Internet has become a
special, virtual type of communication, which lies outside the temporal and
spatial framework. It is a simulation of real objects, actions, attitudes, and
institutional forms. Due to the universal prevalence of this phenomenon there
is an urgent need to study and scientific evaluation of the specifics of
various types of communication and the communication space on the Internet.
However, there is still no significant papers describing the specifics of
PR-messages on the Internet.
Information
space of each corporation has its own peculiarities. Despite the similarity of
goals and objectives at first, in practice the differences in communication
patterns of business structures and the results obtained in different
corporations are very noticeable. However, although the power requirements of
each corporation differ in details, in a global sense, they are very close.
Therefore the attempt seems very urgent to comprehend the company's
achievements, experienced in this area, because that practice could be used
then in PR-employees of other companies which are less experienced in the field
of networking with the public. In particular, according to our observations
industries of Kostanay completely do not sufficiently exploit potential of
PR-activity in general, and Internet resources, in particular.
The materials for analysis were the PR-campaign of
commercial bank "Kaspi Bank" placed on her official website.
The basis of reputation forming via PR-means based on
two main factors - the vision and mission - which determine all the actions of
the corporation.
Vision is the ideal reflecting shared
values to which the company aspires. Vision has no restrictions
on the formation or use and shall be equally attractive for both internal and
external audiences. Vision helps in the overall goal of clarity, helps to
create a favorable atmosphere and success, and often based on human needs and
desires. For example, the vision of the Walt Disney Company is formulated as
follows: "Make people happy" [Dowling 2003: 81]. In a similar vein
the company's vision of "Beeline" formulated "What else can we
do for you?".
The notion of mission is more specific. Thus,
according to professors of Stekfordskoy Graduate School of Business of James
Collins and Jerry Porras the good corporate mission "should consist of
three elements: a) it must have a finish line, indicating that the goal is
achieved b) it should be ambitious, but achievable c) it helps to set a time
limit, which should be short enough so that it could carry out the currently
valid employees "(quoted from [Torekul 2003: 144]).
Formation of reputation is the main goal of
communication activities in the field of corporate public relations. At the
same time, the power inherent in the core values of the business
structure are the same basic platform on which messages are created and the
communication is built. The key value of the bank "Caspian Bank" is directly
related to its stated vision and lies in the fact to emphasize the care of
people, the desire to subordinate its activities to the needs of ordinary
consumers. For example, in one of the materials of the company there is a
description about the decision which was made in order to give a ticket to a
sanatorium for a pensioner who had no family and relatives. Actions of the
organization in response to the request of the ordinary man are described in
the following way: "As soon as the letter was on the table of the director
of the branch of the bank, he immediately made a decision - to
give a ticket." The mere fact that the director reads customers’ letters
talks about the company's proximity to the people, and his reaction "immediately
made a decision" shows how important for us ordinary people and especially
potential customers.
To create a dynamic information flow PR-officer must
be fluent in all the necessary PR-genres. Each genre is demanded in accordance
with certain information events and focused on a specific communication channel
that defines the format and style of the text used. The most widespread
Internet communication PR-genres includes press release, reference, news
digest, invitation, official statement to the press.
Press release is a key document for all activities.
"Kaspi Bank” publishes with a great enthusiasm such documents, which often
describes the signing of mutually beneficial agreements with other
organizations, joint actions, as well as important events taking place in the bank.
The news of "Caspian Bank" has the most
diverse content and rather free form of presentation. As a rule, the news is a
small volume of text on various charitable bank's shares, whether the campaign
of Kazakhstan city public organization of mothers "In defense of human
rights and social guarantees for mother and child", carried out with the
support of "Kaspi Bank", an annual event for May 9 for veterans of
World War II, the arrival of the Spanish star Antonio Banderas, etc. The only
rule for all the news is that they should focus on the promotion of core values
of the company and enhance its reputation.
Thus, the following rhetorical characteristics of
PR-genres Internet are:
- The purpose of these materials is to form the target
audience's favorable opinion on the subject. This problem is the main feature
of PR-genres which is indicated by many modern scholars.
- PR-materials are obligatory addressed to its target
audience. "Target Audience (TA) - is a group of people corresponding to a
specific set of socio-demographic characteristics on which the corporation is
oriented in its commercial activities. As a consequence, the activity of
SB-corporate structures is always directed to a specific target audience
"[Muronets 2006: 78].
- As for the text design, the features of PR-materials
may include the following: absence of the author's signature, the presence of
material in the design of corporate identity elements, such as the logo of the
basic subject of PR, the presence of a fact-sheet as a separate frame, fashion
images that help to identify the
reference subject of PR.
From the foregoing, we conclude that the high and
regular information activity, the use of complex tools and PR-genres in
combination with established links between communication partners within the
selected global corporate strategy contribute to the formation and
strengthening its reputation in the information space. In a highly competitive
environment reputational capital is becoming a priority which is created over
the years of values which share exceeds tangible assets of
business structures.
The list of
references
1. Dowling G. Reputation of firm. - Moscow, 2003.
2. Muronets OV PR foreign commercial companies in
Russia: the information component: Diss ... cand. Philology. Sciences. - M.,
2006
3. Torekul
B. Saga of IKEA. - Moscow, 2003.