The main directions of activities of PR in the area of Finances

Zh.B. Yessenbek

Ph.D. of the Faculty of Journalism of

Kazakh National University

named after Al-Farabi

The main directions of PR activities in the Finance area

Abstract: The author, in his article examines PR activities in the financial banks sector of the Republic of Kazakhstan. He makes the analysis of the performed works of printed publications of the joint-stock company "Alliance Bank" and BTA. Based on the works of Russian and Kazakh scientists, the activities of PR professionals associated with the media are noted, after looking through the rankings of the two above mentioned banks, focusing on their image and also, sponsoring the presentational activities in the JSC "Alliance Bank" and bank BTA.

Keywords: PR, "Alliance Bank", BTA Bank, PR in the area of finances.

Preface: The Russian scientist and researcher Pashentsev E.N. notes that: "PR professionals in the finances area perform works on print publishers, with different branches of production structures, works on public relations in international organizations, researches of public opinions, communications with the shareholders and financial institutions, advertising and works on promoting of marketing goods" [1,51]. However, we have to say about such amazing power of PR activities in the industry of finances. PR is an essential tool in the banks' sector, in investor relations, in the regulation of misunderstandings in the financial industry, in society, in the formation of a global financial market authorities and the establishment of relations with the media. As our country got independence, the finance market has increased and began to develop a system of banks.

The relevance of the topic. Banks of the Republic of Kazakhstan are taking a big part in the improvement of the country's economy and its residents. Therefore, in order to always provide consumers with the reliable information in the financial sector, JSC "Alliance Bank" and BTA Bank are focused mainly on the studies of PR activists.

Leading second-tier bank JSC "Alliance Bank" was able to show its financial stability. The mission of "Alliance Bank" - is to be a reliable partner for each client, meeting the highest standards of banking services. In the joint-stock company "Alliance Bank", created its "Media Center". In the Media Center, the printed publications are closely connected with the Media. They have a team of three PR specialists working there. In addition to the chief publishing-operating officer, there is a person responsible for the publication of information in Russian and one employee working in Kazakh. Through the email address and contact numbers on the website of the publishing company "Alliance Bank", people can ask any journalist questions and get answers. At the same time, they can send printed information to a journalist and always share information originating in the bank. 3-4 times a year, there are large publishing meetings gathered with the presence of the authorities.

PR professionals occupy an important role in promoting a positive image and sustaining the reputation of the bank. The duty of every PR specialist, through the provision of full and timely responses, is to answer questions received and form close relationships with the media, establish of a bilateral relations on the basis of understanding. The main duty of Media Center, which carries out PR activities is the provision of accurate, consistent, objective and complete information about the activities of the Bank. This is accomplished through close relationships with the Kazakhstan and foreign media. "In the Republic, the relationship of banks with the media occupy an important role; the media are the main means of PR activities" - said by the domestic scientist and researcher Nurgozhin S.I. [2,15].

Media's interest in the joint stock company "Alliance Bank" increases all the time. Therefore, PR specialists in the creation of informational pages of the website try to put the most important new information, and make it on an accessible level. Along with the financial and social reports, anyone should find the latest official information at all time.

International rating agency "Standard & Poor's" and "Fitch Ratings", for the best work in the financial market praised the bank. Of course in achievement of such heights, an important role for many years played works of PR professionals.

"The positive image of the bank is measured by factors such as: reliability, solvency, ability to give credits, good relationships with customers, shareholders, adaptability to counter competition and taking part in various political, environmental and social events" - said the scientist-researcher in PR industry Sheinov B.F. [3,534].

"In making the data, it is needed to know the mechanics and techniques of each media" - say the U.S. scientists Newson, Judy Van Slyke Terk, Dean Krukerberg in his book "All about PR: theory and practice of public relations" [4,418].

So, once a month, PR professionals in the media publish information about the bank. In radio, TV, printed publications and Internet portals information about the bank is presented. The contribution of all the above mentioned channels is now about the same.

PR professionals publish the information about the bank every month in the pages of the press, such as "Jas Alash", "Aikyn", "Alash aynasy", "Kazakhstan Today", "Panorama", "Business Kazakhstan", "View", "Italic", " Letters, "Capital.kz".

According to the manager for advertising and PR management, referring to the center of the print, Zhazira Eldoskyzy, Alliance Bank's held actions are distributed in national and local pages of the prints in the form of a model or a billboard.

"To achieve the image, using special areas of PR, sponsorship and fund-raising (the English words " sponsor" or "sponsorship" patron, sponsor, "fund-raising - raising money")" - this is given as the example by the researcher of PR activity, well-known Russian scientist Chumikov A.N. [5, 171]. Sponsorship and charitable activities of JSC "Alliance Bank" published in the media have a peculiar importance.

In the public life of our country, JSC "Alliance Bank" having an active role, is a socially responsible bank. The main activity of the bank in the industry - defense, education and support of talented youth. And, the bank is sponsoring projects in the fields of culture and the arts, finances, various social programs, conducts charitable activities and provides financial assistance to people in need. Since the bank is situated in the Medeu area, it has become an habit to congratulate the veterans of the area. On April 27, 2010, in the Philharmonic Hall, there was a concert, where cash gifts were given to thank veterans. In 2011, for the anniversary celebration of the country's "20 Years of Independence", all branches and head offices gave financial assistance for the disabled people and many public funds. [6].

"At the presentations, new things, goods, services and achievements were displayed in the form of information. Presentations were organized for media consumers, buyers, investors, etc. "Organization of the presentation - referred to the duties of PR specialists" - were defined by Russian scientists Kondratiev Z.V. and Abramov R.N. [7, p. 86]. To strategically improve the image, PR specialists of JSC "Alliance Bank" in 2011 in the city of Astana, made a presentation of the book Suleimenova O. "But I was not lying to people...". This book, with the funding of the bank was published to the "20th Anniversary of Independence".

In the financial market of the country, there is another bank among the most stable banks - BTA Bank. The formation of BTA starts from October 15, 1925. During this time, the bank has reached unprecedented heights. The strategy of the bank has reached the incredible success by the PR specialists. Especially in the last 20 years, the bank's reputation has grown in our country and abroad. BTA Bank - a major commercial bank of the second level in Kazakhstan. JSC BTA Bank is formerly JSC "Turan Alem Bank" (TAB). BTA Bank is the leading financial group involved in all sectors of the market: corporate and individual business people, sales financing, market funds, credits, development of small and medium-sized businesses, leasing, mortgages, pension funds, and other types of financing. Currently, there are 22 branches, 274 departments in Kazakhstan, international representative offices in Ukraine (Kiev), Russia, the United Arab Emirates (Dubai) and China (Shanghai) distributed, the banking system is distributed in Russia, Ukraine, Belarus, Kyrgyzstan, Armenia, Georgia and Kazakhstan.

This bank, since its inception has received several awards. In 2005, according to a very reputable magazine "Euromoney", it has received such high honors as the "Best Bank in the CIS" and "Best Bank in Central Asia". In the British magazine "The Banker", it has received the award as the "Best Bank among the medium-sized banks in Eastern Europe". [8].

According to the Russian scientist and researcher Pochepptsova G.G. image characteristic - is the main branch of PR. [9,179]. Therefore, special attention is paid to the bank and PR professionals image characterization of the bank. International rating and rating of the bank in the country opens its image response. In 2010, in the rating of the definition of the best banker and businessmen, media holding company "Business Resource" the Chairman of the management of the bank BTA - Anuar Saydenov was named the "Banker of the year 2010". The winners were determined by the results of the public opinion, which consisted of two phases. In the first round, there were 17 Kazakh businessmen from the Media industry, 22 journalists, in the second round of the project, there was a survey conducted between the audience of information-analytical website www.profinanse.kz. [10].

Currently, PR activity provides extensive events. Therefore, as of the object of research - we take the PR activity in the bank BTA. The bank BTA has printing and publishing services. The main objective of printing and publishing - is to promptly and truthfully inform about the economic cases the citizens of Kazakhstan, with financial information downturns.

According to the famous scientist and researcher Zhetpisbay Bekbolatuly, the main duty of the print publishers - the implementation of communicative and integrative policies. In relations with the public printing and publishing, it performs analytical, forecasting, (research trends, analysis, forecasts), organizational management (provision of the goals of the organization), information (providing authorities with information), performs methodical duties. [11,65]. The duty of every PR specialist is forming close relationships with the media through the provision of full and timely response to the issues, establishing of bilateral relations on the basis of understanding. For competitiveness in the market of the heads of the banks, PR professionals should understand the importance of their work. Therefore, in the early years, in the print media there were journalists working, and now, there are only three people working - the chief PR manager, PR Manager, PR specialist.

Scientist and researcher Shyngysova N.T. says her opinion: "The main work of PR manager is preparation of materials for print, and he must know how to write, and also with the importance of the material, reliability, its use, and he should entice the audience. PR specialist should be familiar with the spelling, should be able to print and give the right information, also must understand the technology media".

Today, PR professionals of publishing house of BTA publish information on the state of the bank and the international economic benefits and achievement in television channels; "Astana", "Khabar", "KTK", "31", in publishing houses: "Ana tili", "Jas Alash" "Aykyn", "Tүrkіstan", "Jas Kazak", "Almaty akshamy", "Italic", "Business & Power", "Panorama", "Kazakhstan Today", "Caspian commune", "Time", "Komsomolskaya Pravda", "Caravan", "Ural", "Business Kazakhstan", "Ustinka plus", "Our Case inform" (Semey); in information websites: "www.sk.kz", "www.newskaz.ru", "www.kaztag.kz", "www.time.kz", "www.inform.kz and the agency "Interfax-Kazakhstan".

Therefore, the study discussed the PR specialists of banks, their relationship with the media and the implementation of other activities. For years, PR professionals for the development and flowering of the banks carried out the following activities:

• Monitoring the media;

• Addressing the media applications;

• Production of the bank-releases, certificates, printed Kitty Backgrounds:

• Building of long-term, positive image of the bank;

• Ranking the bank;

• Establishing communication with specialists of publishing houses

• Organization with the participation of the chief briefings and publishing maslikhats (management);

• Conducting promotions with the media, which shows the positive sides of the bank;

• Enhancing the reputation of the bank to carry out charitable activities;

• Annual reporting on the achievements, benefits and drawbacks of the bank;

• Organization of various presentations in the social sector;

• Holding the open doors and round tables;

• Preparing of brochures and souvenirs with the logo of the bank;

•In conjunction with advertising professionals preparing of billboard advertisement on boards;

• Organization of photo exhibitions and fairs with the logo of the bank;

• Communicating with investors;

Sponsored works were carried out by PR professionals. In the study, we found that the bank BTA during the support of talented youth and the sponsorship programs was putting unusual signatures. With the sponsorship, the Bank acquired some prestige. Professor K. Tursyn gave a definition of sponsorship: "The formation of fusion of complex techniques and measures to create the image of the sponsor itself - PR, promotion, advertising and other areas". According to the agreement between the sponsor and the organization in need, the sponsor provides some resources (financial, material and other) beneficial for the system, and receiving assistance from its side, acting to achieve the goal of the sponsor in the marketing plan. [13,290-291].

With the organization of managers, in 2005, the Bank opened near it the "Community Foundation named after Yerzhan Tatishev". This fund is public not a state fund, which has no profit. The purpose of the fund - is to enable gifted and talented young people get the grant and a scholarship to study at the Academy of Kazakhstan, as well as, establish and improve the training programs, to carry out financial, economic and other economic projects, give financial and technical help to not commercial organizations, and help people in need, low-income groups of people. Every year, young people received these grants and scholarships, and become students. Winners are taught in our universities. Scholarships and grants - are unique means of increasing the bank's reputation. It is clear that everyone who received a scholarship and grant will propagate BTA Bank.

Conclusion: While noting that Baitursynov Ahmed said: "The newspaper - is the eyes, ears and tongue of the people", in a society in which we live, especially in the bank sector, the place that PR activities and media take is special, because every citizen of our country should know what is happening in the financial industry and what the news are happening around the banks. We hope that PR professionals of above banks with the slogan, "Who owns the information - rules the world!", in the future will always master the heights and will be an example for other organizations.

REFERNCES:

1. Paschentsev E.N. Public relations from business to politics. Moscow. "Finpress" 2002. - p. 51.

2. Nurgozhina S.I. «PR in the financial sphere», PR and media in Kazakhstan. - Almaty Nur 2003. - p.15-16.

3. Sheinov V.P. PR "white" and "black". - Moscow Ast. Minsk Harvest 2006. -p. 534.

4. Doug Newson, Judy Van Slyke Terk, Dean Krukerberg. About PR: theory and practice of public relations. Seventh Edition, - M:. "Infra-M", 2011. - p .522.

5. Chumikov A.N. Communication with the public. - M:. "Business" in 2011. - p. 171.

6. www.alb.kz - official website of Alliance Bank.

7. Kondratiev Z.V., Abramov R.N. . Communication with the public. - M:. 2005. - p.86.

8. bta.kz official website of BTA Bank.

9. Pocheptsov G.G. Public relations professionals. "Refl book Vakler" 2003. - p. 179.

10. www.profinance.kz special official website.

11. Bekbolatuly J. PR and advertising. - Almaty. "Kazakh University" in 2010. - p. 65.

12. Shyngysova N.T. The history and practice of PR and media in Kazakhstan / / Qualitative knowledge - a quality foundation of PR activities - Almaty. "Elnur» 2006 - p .27.

13. Tursyn K., Nuskabaiuly J. Directory of a journalist. - Almaty. "Bilim» 2001. - 290-291.

Автор өз мақаласында Қазақстан Республикасының қаржы саласы - банк секторларындағы PR қызметін зерттейді. «Альянс Банкі» акционерлік қоғамы мен БТА банкіндегі баспасөз қызметінің атқарған қызметтеріне талдау жасайды. Ресей және Қазақстан ғалымдары еңбектеріне сүйене отырып, PR мамандарының БАҚ-пен байланысты қызметтерін атап көрсетеді. Аталған екі банктің рейтингтеріне шолу жасай отырып, имидждеріне тоқталады. Сонымен қатар «Альянс Банкі» акционерлік қоғамы мен БТА банктеріндегі демеушілік және тұсаукесер қызметтерін айқындайды.