Low level PR

77
Low level PR
Still from the movie "Office Romance". At all times, secretaries in offices played a very important, although not always noticeable, role. And, like any other person, such a secretary can also become an object of PR influence...


Often the surest way
mislead a person -
tell him the honest truth.

Mark Twain

People and society. Articles about PR in the 90s aroused the keenest interest among VO readers. But, unfortunately, many read these materials hastily and inattentively. And they simply did not understand the content of such a concept as “public relations.”



So, many people thought that this was deception and “lies.” In fact, there is no point in resorting to deception for a skilled PR man, since he knows that everything secret sooner or later becomes clear. And he doesn’t need the reputation of a liar. And if deception does take place, then... either C students worked here, and they always exist, were and will be, or... this is not PR! Or PR, but bad, “black” PR, which the teachers of the department of our Penza University, including myself, never advised our students to resort to. It can work, yes, but it is simply dangerous to resort to it constantly.

Perhaps the examples given by the author played a role in this perception of PR. There were many of them, they came one after another, mostly had a negative message and... People fell for it.

But any journalistic material must... be catchy! That is why these examples were given. Because how can material about routine PR work, which consists of writing and distributing press releases for the media, catch on?

Therefore, today we will talk about other examples of the work of public relations specialists. Not as impressive, but they also happened. But first, let us note that this profession requires observation, attention to detail and great erudition. People who have not read books will not succeed in it. This is where we will start.

Once they invited a CO specialist to a company... to increase its income. And the main rule of PR is that any PR campaign, be it promoting a governor or a bathhouse, must be preceded by research.

In this case, the PR man came, walked around the room where visitors came, looked around, and... suggested changing the pink linoleum that was on their floor to brown.

People were surprised, but they did it... After some time, their income actually increased! You should have seen how surprised they were! Well, what's the connection here?

And the connection, by the way, is the simplest - from 25 to 30% of people are afraid to step on pink linoleum, because it seems to them that it sags under their feet, and this causes them discomfort. This is written about in specialized literature, but the businessmen from this company, of course, did not read such literature, and by laying pink linoleum in their place, they cut off a rather significant segment of potential visitors.

Another time, a PR man was invited to a bank office that was ready to open, which was being decorated according to the designer’s design and which, except for the computers, was painted in a “dark metallic” color, and the inscriptions on it were dark blue. It all looked simply terrible, like some kind of cage from which you wanted to leave as quickly as possible.

The PR man came and swore at the bankers, saying that they should have invited him before the renovation began, and not after everything was already done. And I began to think about how I could “help.” It was necessary to somehow revive this “gray desert” and bring joy to people’s eyes.

He interviewed the employees, met history this bank and realized that only blikfang can help this office. And blikfang is such a shiny “thing,” for example, a brooch on the right lapel of a lady’s suit jacket, a pebble shifted to the right on a man’s tie clip, or something that sparkles in the interior. The fact is that in this case people turn out to be like forty - they are attracted by everything shiny and, looking at it, they can no longer think about anything else!

In this case, a half-open “antique” wooden chest from a gift shop was used as a blikfang, in which “silver coins” were placed - round cardboard boxes wrapped in silver paper! He was supposed to stand behind the operating table with a row of computers and could not help but attract the attention of everyone who approached the operators. It was impossible to see from such a distance whether it was real money or not!

A story was invented for the chest, which was based on another story, a true one, which concerned the creation of this bank, which existed back in tsarist times. It was founded by a merchant who kept money in a wooden box (“little box”), discovered in the attic of his house after nationalization.

All this was written about in the new “history”. The operators were told to memorize it and tell it to clients when necessary. As many as three TV companies with three cameramen were invited to the opening of the office, and so, in one case, a “living head” was broadcasting from the screen, but in the other two, the cameras, having “travelled” around the office, focused all their attention on... that's right, the chest with shiny coins!

What about the employees? They first talked about the chest in which... they kept... and then... and so we... decided to continue the tradition... and... put... And only then they started talking about the services of the bank itself.

As a result, no one remembered the broadcast with the “talking head”, but they liked the stories with “shiny chests” so much that many office visitors, upon arriving there, first of all asked: “Where is that chest?” A trifle, as they say, but nice!

But the funniest PR story for a company known to the author was this.

One company's revenues fell. For various reasons they fall, but more often because of the stupidity of their owners. I know, for example, an enterprise where they sew... no matter what, and where its owners are an elderly husband and wife. And they are also designers! And... they constantly refer to their old experiences. “Here we started from scratch in the 90s and did everything ourselves!” Managers (young) tell them: “Everything is different now, forget about your successful 90s!” But they just get offended and don’t listen. And they should, if they were smarter...

In this case, the company's income fell for another reason. Its owner, about 50 years old, became infatuated with his secretary. A typical case: gray hair in the beard, demon in the rib! And a good wife, and two daughters... But... legs from the shoulders, breasts tearing the dress, languid eyes - how can you not get carried away? Naturally, he started things up. All thoughts were only about... how... and so on. But the employees are happy: there is no control, and one can argue when and in what form their boss’s fall from grace will take place and on what piece of furniture.

He invited a PR specialist - figure it out, they say. And he, as is customary, began with a study, and built it on a survey of employees, and organized it in exactly the same way as detective Cuff did in Wilkie Collins’ novel “The Moonstone.” That is, those who gave him valuable information, he ridiculed and pretended that it was unimportant, but to those who spoke nonsense, he heartily shook their hand and said: “You helped a lot!”

He received the most complete information about what was happening from the cleaning lady “Baba Valya,” but he also ridiculed her, so she then swore at him and called him a fool. But the real fools were swollen from the sense of self-importance instilled in them and walked around the office like roosters - that’s the impression they made on the invited PR man.

And he concluded: this “secretary” needs to be fired! But how can you tell a selfish company guy about this? He will be offended and will not listen! So the PR man thought about all this and looked out the window onto the street, and there was a bank opposite it and next to it a red car, from which a woman in a red suit and a red hat was getting out. "Who is this? Director of this bank. Have you applied for a loan from this bank? Yes, we applied, but we were refused..."

So the PR man says: “All your problems are due to lack of finances! We need borrowed funds for new equipment. But we will resolve this issue.” He went to the bank and found out that his director loved red roses. He bought a gorgeous bouquet and said to the director of the company: “Here is the bouquet. When you come to the office, stand with him by the window. When the director of the bank arrives, go downstairs, approach her and... praise her, her outfit, her car, say that you thought that she should like red roses, and so... I allowed myself... I would be pleased if you accepted my humble gift..."

He came to the office, and there was his long-legged secretary smiling flirtatiously: “Is this for me?!” "No! This is for work!” Here she pouted and turned blacker than a cloud. And the director was completely absorbed in the meeting with the headmistress and did not pay any attention to her suffering. Then the director arrived, the bouquet was handed to her, the secretary saw all this through the window and became even more angry, and the woman invited the director to her place for coffee. And then the question of the loan resolved itself...

It ended with the fact that the stupid secretary, who had no advantages other than long legs and a bust, took offense at her admirer and made it clear to him so sharply that... she caused his displeasure. And then the PR man added fuel to the fire and said that her behavior was unacceptable, that she was destroying the entire image of the company and himself, and that now that he was entering an important stage of modernization, he needed a more respectable secretary. Which, by the way, the PR man had already found in advance. A kind of “Madam Bok” from the cartoon about Carlson, in a black dress with a turtleneck and a horizontal bust of such a size that the very sight of it would simply make any normal person shiver.

After that, the long-legged one was driven away, the wife and daughters felt the love of their husband and father, and “Mistress Bock” built everyone up in the company so well that... things went much better than before. That is, the PR man fulfilled his task.

This kind of PR also happens, and how could we manage without it?
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  1. -3
    13 January 2024 05: 06
    This kind of PR also happens
    And who would promote our people, who held the power, and more specifically! feel
    1. Msi
      0
      13 January 2024 08: 54
      And who would promote ours, who hold power, and more specifically

      Don’t worry, our authorities will win without PR...
      I finished reading Mr. Shpakovsky’s work (in three parts). Previously, he promised to comment, not to give up in financial trouble, to help, so to speak...
      Mr. Shpakovsky, here on the forum they criticize our current government. Often comrades are not from Russia.
      I have never voted for power (I’m 38 years old, I’ve never missed an election, not even once). I constantly voted for the Communist Party of the Russian Federation. And he was not afraid to talk about it, even when he served in the army (in 2008). Although I received a verbal suggestion from the company commander. And now I’m writing about this openly. And I say it at work.
      But reading comments on VO, and seeing how they hate our government abroad, I want to vote for Putin. Why do you think PR doesn’t work for these “outraged Russians”, so to speak???
      1. +4
        13 January 2024 09: 23
        Quote from Msi
        Why do you think PR doesn’t work for these “outraged Russians”, so to speak???

        My daughter defended her PhD thesis on the topic “Establishment of the IS system in the Russian Federation from 1989 to 2000. And so there is an answer to this question. Unfortunately, neither then in the 90s, and then, nor now, did our government learn to speak honestly and frankly with the people and explain to them their actions. Yes, it is difficult, troublesome. You need a lot of PR people who need to be paid a lot. Therefore, as before, they rely on administrative resources. And this does not work in the age of the Internet and mobile phones. That's all.
        1. +7
          13 January 2024 15: 19
          Quote: kalibr
          Unfortunately, neither then in the 90s, nor then, nor now, did our government learn to speak honestly and openly with the people and explain their actions to them.

          How did you so accurately see one of the very significant mistakes of our government!
          Take our United Russia... Today, to a large extent, only officials and heads of budgetary and semi-budgetary organizations enter there. Locally, no party activities are carried out within primary organizations. Moreover, there are no gestures in communicating with the population. While carrying out any new wishes from the top leadership from above, the main pro-government party does not carry out any work to explain the movements of the top to the population. Take the same pension reform. Only the lazy haven’t shitted her today. Most of the complaints against Putin are based on this. Not a single edros came to the team (we have more than 1200 people) to clearly explain the reasons for holding it. I remember the communists in the 20s made a whole call for their members to convey the party’s goals to the people, to go into every hut and explain the party’s policies and the country’s prospects. In this regard, EP can be said to be a stillborn child. How the CPSU, which decayed in the 80s, does not know and does not want to know other methods of work besides the administrative press. What bends - bend, what does not bend - break. They don't know anything else. They were collecting signatures for “Putin for President,” but no one in the entire institution, or even from the city edros, tried to somehow notify the people. Yes, the “apparatus” does not want to communicate with the people. Apparently he doesn't think it's necessary. After all, there are specialists, but they don’t want to involve them in solving problems. Apparently such a task is not worth it...
          1. +2
            13 January 2024 18: 54
            Quote: Hagen
            Apparently such a task is not worth it...

            An entire dissertation was devoted to this, and more than one. Well, who at the top reads them?
            1. +1
              13 January 2024 22: 10
              Quote: kalibr
              Well, who at the top reads them?

              Yeah. It was enough brains to register a party, but not to create an ideology. So they apparently don’t know what to promote to the masses... However, they are not the only ones, as I see from the Siberian outback.
        2. 0
          19 January 2024 21: 29
          kalibr
          (Vyacheslav)
          My daughter defended her PhD thesis on the topic “Establishment of the RS system in the Russian Federation from 1989 to 2000.” “What kind of dress? Just idiotic. The most interesting thing is that no one wears it like that in Paris. Oh, have you been to Paris? I spent the whole summer in Belgrade. Nina’s father works in Yugoslavia. Mmm-mm. Well, in Have you been to Paris? I haven’t been to Paris..." Link to video: https://www.youtube.com/watch?v=jk4GJb8TtPA
      2. 0
        13 January 2024 22: 13
        Support!

        The text of your comment is too short and in the opinion of the site administration does not carry useful information.
      3. 0
        14 January 2024 14: 20
        Did the Western authorities say that Putin should leave like the conditional Milosevic, Gaddafi and others? Therefore, it is ridiculous to say that our government is hated abroad. The desire to vote for a government that has been killing its country for 30 years is no longer “indignant Russians.”
      4. +1
        15 January 2024 09: 36
        My mother-in-law is going to choose Putin, not the PRESIDENT! That's all PR.....
  2. +6
    13 January 2024 05: 21
    I read about “pink linoleum”, “red roses” and “long-legged secretary” and understood one thing - before implementing anything planned, invite a specialist, so that later you don’t have to redo it or, worse, incur losses.
    1. +4
      13 January 2024 08: 56
      Good afternoon, Gennady. The author confuses a PR specialist, a designer and a psychologist. A specific example - what does PR and pink linoleum have to do with it? This is design. I still don’t believe in such examples, they are too flashy. The author really needs to invite a PR designer to correct the very absurdities.
      1. -1
        13 January 2024 09: 18
        Quote: My address
        The author confuses a PR specialist, a designer and a psychologist. A specific example - what does PR and pink linoleum have to do with it? This is design.

        Alexander! My daughter's book "PR Design" was published in Germany. Here in 2006, it won a prize at a competition for university textbooks in Sochi. There is also my textbook on the same topic. PR is very close to design in the sense that design can facilitate or hinder the promotion of a product or enterprise. Therefore, the work must be carried out in a comprehensive manner. So it is impossible to confuse what you yourself created.
        Quote: My address
        The author really needs to invite a PR designer to correct the very absurdities.

        It was me who was invited in this capacity - ha ha. By the way, our books on PR design are available on the Internet, so you can familiarize yourself with them.
      2. 0
        13 January 2024 09: 42
        [quote=My address] The books that I just told you about, Alexander, are available on the Internet and can be downloaded. Except for the one published in Germany, although it is also available on OZONE. But it's expensive. And there is no point in having a Russian version. Look...
      3. +4
        13 January 2024 15: 11
        The author confuses a PR specialist, a designer and a psychologist. A specific example - what does PR and pink linoleum have to do with it? This is design.

        Hello. Maybe this will be a discovery for you, but all social sciences are interconnected to one degree or another. And this is not surprising, because they essentially have the same basis - psychology and logic. Without these two sciences that explain human behavior (both the conscious and unconscious parts of it), you will not be able to build a long-term sociological forecast, you will not be able to develop effective methods of legal regulation that a person will be willing to follow of his own free will, and not under the fear of imminent punishment, not create sustainable self-reproducing social institutions. It’s just that the examples given by the author are just the basic, most utilitarian level of using scientific knowledge data to obtain a specific result, which is called “here and now” - without significant removal along the timeline. The task of a higher order is to predict and set a vector of social development that will be perceived by the masses as the only possible one for many decades. In essence, we are talking about creating such a “feedback” system between the authorities and society, which, having a certain level of protection from excesses on the part of the performer (or simply protection from a fool), is capable of stably responding to any external and internal “irritants” even with minimal adjustments by relevant specialists. But this is no longer a task for a trivial mind, often requiring entire scientific teams consisting of lawyers, economists, PR specialists, political scientists, and sociologists. The irony is that even then no one will give you a guarantee of 100% success, although they will certainly reduce the risk of failure as much as is generally possible in relation to large human masses
        1. +2
          13 January 2024 18: 56
          Quote: Dante
          It’s just that the examples given by the author are just the basic, most utilitarian level of using scientific knowledge data to obtain a specific result, which is called “here and now” - without significant removal along the timeline.

          Exactly! A big, big plus for you!
        2. +2
          13 January 2024 18: 57
          Quote: Dante
          In essence, we are talking about creating such a “feedback” system between the government and society, which, having a certain level of protection from excesses on the part of the performer (or simply protection from a fool), is capable of steadily responding to any external and internal “irritants” even with minimal adjustments by relevant specialists. But this is no longer a task for a trivial mind, often requiring entire scientific teams consisting of lawyers, economists, PR specialists, political scientists, and sociologists.

          Exactly. Essentially the conclusion from my daughter's dissertation. "Success lies in an integrated approach!"
    2. +2
      13 January 2024 11: 37
      Quote: rotmistr60
      I read about “pink linoleum”, “red roses” and “long-legged secretary” and understood one thing - before implementing anything planned, invite a specialist, so that later you don’t have to redo it or, worse, incur losses.
      So, with these fairy tales they (PR people) are trying to achieve just such a reaction: “Hire us, otherwise it will be worse. We will recommend some garbage and it will miraculously work!” Don't be fooled.
      1. +2
        13 January 2024 12: 42
        Quote: bk0010
        Do not be fooled.

        But since it is impossible to know everything yourself, and there is no time for everything, you inevitably have to turn to them. Still, a specialist is better. You also don’t go to a healer when you have a toothache, but run to a clinic, or even a paid one.
        1. +1
          13 January 2024 19: 37
          Quote: kalibr
          Still, a specialist is better.
          Specialist! Not a PR person. A doctor, not a healer.
          1. +2
            13 January 2024 20: 03
            Quote: bk0010
            Quote: kalibr
            Still, a specialist is better.
            Specialist! Not a PR person. A doctor, not a healer.

            Isn’t the PR specialist a specialist? Of course, there are many mediocrities among them, but there are plenty of C students among doctors too!
  3. +4
    13 January 2024 05: 45
    This kind of PR also happens, and how could we manage without it?

    It’s simple, Vyacheslav Olegovich!
    You just need to remember the sayings: “All that glitters is not gold” and “You are greeted by your clothes, you are seen off by your mind”...
    All these PR people, designers, image makers, cosmetologists have a calling to make something out of nothing. Maybe that’s why many public people are publicly surrounded by a crowd of idols and fans, but in their personal lives they rush from one extreme to another, without an inner core...
  4. -1
    13 January 2024 06: 15
    The author gave excellent examples. From them we can draw a conclusion about the gaps and chronic shortcomings of Russian culture that PR men can compensate for. Like new “cultural workers”.
    I guess that Asians do not have such shortcomings. They have traditionally absorbed these PR techniques for a long time....

    But!... Indeed: “you need to read books.”
    1. +3
      13 January 2024 06: 50
      Quote: ivan2022
      Indeed: “you need to read books.”

      Not long ago I met my former student. She made a career, worked in Moscow in the largest PR agencies, married a programmer and... returned to Penza. “I’m sitting, doing a project, and cabbage soup is cooking in the kitchen!” But... what did she remember, she said, while we were studying with you, we read so many books! But now there is no time to read. But old luggage helps. So, yes, the more books I read about my youth, the more time I saved for “later.”
    2. +3
      13 January 2024 08: 46
      Good afternoon,
      I don’t agree with you Ivan. The given cases with PR are cases from the period of the 90s. years, when business was “learning” and such problems were on every corner. There are far fewer of them now because the market has become dramatically more competitive. The niches are all occupied - and few people can afford such “jambs”.
      But it’s not possible to know everything, so companies and managers resort to the help of PR people, Psychologists, systems and structuring specialists, Consulting, etc., or when you get ready for an IPO, will you conduct it yourself? Even priests, some to shamans and numerologists, etc.
      Everything is the same for Asians, as you write, the same problems, I am writing based on personal experience, they have the same PR, consulting, systems engineers, digitization and in addition Feng Shui... and we have it too: not according to Feng Shui
      1. +1
        13 January 2024 08: 55
        [quote=Eduard Vashchenko] Good afternoon, Eduard! Okay, you said everything. But the “90s” (in the sense of ignorance in business) continue to this day. Not everywhere, yes, but... enough denseness. I know firsthand - my daughter worked as a manager (and still does). I changed many companies and the managers there were such idiots. Which is just creepy. They are held on only by a huge markup on the original price, reaching up to... 400%. And 100% cheating is the norm - “go away and don’t sin.” However, I’ll tell you about this someday.
        1. -2
          13 January 2024 09: 15
          The owners of “Oaks” came up with and implemented a business with a profitability of 400%, and the office plankton can only criticize it! Intelligentsia. laughing
          1. +2
            13 January 2024 09: 37
            Quote: ee2100
            The owners of “Oaks” came up with and implemented a business with a profitability of 400%, and the office plankton can only criticize it! Intelligentsia.

            For some reason, Alexander, you haven’t been here for a long time. But you don't understand! This is the wrong way to increase profitability through markups. The stupidest. Read Emile Zola's novel "Ladies' Happiness" and it is very well explained that this is the road to nowhere. You need to sell cheap, but a lot. It makes no sense that you sold the product for 400%, but only one. It would be much more reasonable to sell 400 products with a 10% markup. Be content with minimal profit per unit of goods, but earn it from a large quantity. So don't stick your nose into things you don't understand. But we’ve all been waiting for articles about towers. You can’t do it, that’s what you should have written...
            1. -1
              13 January 2024 10: 20
              "Don't stick your nose into things you don't understand." (VOSH)
              Yes, probably much more than you.
              I liked the cons! laughing
              Office plankton has surfaced!
              Is your daughter still looking around at companies? fool
              1. -1
                13 January 2024 10: 40
                Quote: ee2100
                Is your daughter still looking around at companies?

                It’s you who are rummaging around in VO, looking through my materials. And she works. And now he is resting in the Caucasus. She sent me an interesting article. Coming out soon... Now I'm waiting for what I promised from you!
              2. +1
                13 January 2024 18: 59
                Quote: ee2100
                Yes, probably much more than you.

                More than me? And how many years did you teach PR at the university?
            2. +3
              13 January 2024 10: 25
              “This is the wrong way to increase profitability through markups. The stupidest."

              Here I will reiterate: if market conditions allow, the markup must be increased - this is the law for business, otherwise you will not survive.
              In relation to the markup, only one factor is stupid: when your cost price does not allow you to make the sales price adequate to the market. The company sets a standard profit margin, for example a 20% markup, and the price is higher than the market price.
              No judgment. If eggs can be sold at a higher price, then this is a legal business right.
              1. -1
                13 January 2024 10: 38
                Quote: Eduard Vaschenko
                if market conditions allow, the markup should be increased

                Yes, but even in this case it is more profitable to increase sales volume. This is a medieval trading method - to sell little, but at a high price. Cap. The method is to sell a lot and cheaply, and when possible, then at a higher price.
                1. +4
                  13 January 2024 10: 53
                  Yes, but even in this case it is more profitable to increase sales volume. This is a medieval trading method - to sell little, but at a high price.

                  There is confusion in terms here: I'm talking about the markup, not the market price.
                  Because if the situation allows, then the markup can be very large, and the market price is adequate to the ideas about the price of the product of your target audience.
                  For example, iPhone sales in 2007 and 2008.
                  And in our difficult times)))), the success of the Bernardo Arnault holding.


                  Best regards, hi
                  1. +2
                    13 January 2024 11: 30
                    Quote: Eduard Vaschenko
                    Best regards,

                    Edward didn't realize it. At the same time I write something here and answer during breaks. Well, I'm a little dumb.
                    1. +2
                      13 January 2024 11: 37
                      Edward didn't realize it.
                      It happens to me good
        2. +3
          13 January 2024 10: 17
          Vyacheslav Olegovich,
          Good afternoon!
          I completely agree. But, I’ll add! The “90s” (in the sense of ignorance in business) is a birthmark of capitalism. They exist in the USA, in Europe and wherever capitalism exists.
          It’s just that they have it more developed, in the sense that the market niches are all filled, i.e. entering a business simply with a certain amount of money is more difficult than with us, but everything is similar.
          It is indicative, for example, how capital (big capital) destroys small businesses in developed countries. Against the backdrop of the complaints of our “small business” defenders. It's practically not there. Here are prestigious private schools in England, most of which were bought up by a Chinese company.
          What about the structure of farming in the United States? It seems like there are physically a lot of farms, but in fact, the lion’s share of them has turned into “country dachas” of people who can afford to maintain them. And more than 80% of agricultural production comes from agricultural concerns. Private shops, in general in America and Europe, ate up the Networks, etc. and so on. And where there are private shops left, the owner spins around like a squirrel and a bunny combined in a wheel.
          In the super rich Sermione, on Lake Garda, I once talked with one of these survivors: 36 hours a day))) spinning: grasping at any topic...
          We are in the 90s, a period of capital accumulation, but this is not an exception to capitalism. And the standard for him.
          1. +2
            13 January 2024 10: 36
            Quote: Eduard Vaschenko
            but this is not an exception to capitalism. And the standard for him.

            +++++++++++++++++++++++++++++++++++++++++
        3. +1
          13 January 2024 11: 39
          Quote: kalibr
          They are held on only by a huge markup on the original price, reaching up to... 400%.
          And why do people buy anything from them with such a markup?
          1. +1
            13 January 2024 12: 37
            Quote: bk0010
            And why do people buy anything from them with such a markup?

            Well, for example, ladies' bags... Ours, more expensive than Chinese and good ones, are bought even in Khabarovsk. And why? And there are people there who, as a matter of principle, only buy ours. “And we are like that!” This is just one answer to your question.
      2. +1
        13 January 2024 10: 16
        Quote: Edward Vashchenko

        Everything is the same for Asians, as you write, the same problems, I am writing based on personal experience, they have the same PR, consulting, systems engineers, digitization and in addition Feng Shui... and we have it too: not according to Feng Shui

        It's not the same for Asians. Asian, as well as Jewish culture of communication, the ability of the people to come to an agreement, all this is much more developed than that of the Russians.

        Even just normal communication for modern Russians can be a problem.
        And the activities of PR specialists help to establish all this on a scientific basis.

        PR techniques should be understood as the most powerful
        a tool that improves communication.
        It all depends on who is holding it.
        1. +1
          13 January 2024 10: 34
          Asian, as well as Jewish culture of communication, the ability of the people to come to an agreement, all this is much more developed than that of the Russians.

          In general, you know my position about the stages of development of mentalities in Russia.
          But your statement is not entirely true. I've been working with the Chinese since the late 90s - I can't say that they are more feng shui: they are different.
          But, if the Russians in the 90s. came from the well-fed Soviet Union, well-fed and safe, then the Chinese came from hungry villages, so the formation of relationships under capitalism is different: in our country, with all the mental quirks that I myself write about, in general from above in them. In China, from the bottom up.
          Here's a different feng shui for you.
          laughing
        2. +1
          13 January 2024 10: 35
          Quote: ivan2022
          And the activities of PR specialists help to establish all this on a scientific basis.

          Exactly. When I go to a place where there is a PR person, I always know how they will talk to me and how we will negotiate. That is, we have common rules of the game. When I go where there is no one... oh-oh-oh, anything can be there.
        3. +2
          13 January 2024 10: 35
          Asian, as well as Jewish culture of communication, the ability of the people to come to an agreement, all this is much more developed than that of the Russians.

          In general, you know my position about the stages of development of mentalities in Russia.
          But your statement is not entirely true. I've been working with the Chinese since the late 90s - I can't say that they are more feng shui: they are different.
          But, if the Russians in the 90s. came from the well-fed Soviet Union, well-fed and safe, then the Chinese came from hungry villages, so the formation of relationships under capitalism is different: in our country, with all the mental quirks that I myself write about, in general from above in them. In China, from the bottom up.
          Here's a different feng shui for you.
          laughing
          1. 0
            13 January 2024 10: 54
            Quote: Edward Vashchenko

            In general, you know my position about the stages of development of mentalities in Russia.
            :

            I ask a question: who knows how to trade better in the market?
            Who has more order and organization in work and family? Asians.

            Second question: what do Russians do when they notice this?
            They try to copy their behavior. And it doesn't work....
            Russians will still not become Tajiks or Japanese.
            But the European scientific approach to organizing relations is what is needed.

            We have a certain prejudice: to give preference to “natural relationships” over “falseness”. But at the same time, it is lost sight of the fact that the entire human civilization and its relationships are artificial, invented, serving only one interest - successful management of the economy. PR is a bunch of such artificial methods of communication.
            1. +3
              13 January 2024 11: 28
              I ask a question: who knows how to trade better in the market?


              The one who has more competitive advantages trades better.

              Who has more order and organization in work and family? Asians.

              Here you contradict yourself: it is obvious that socially China lags behind Europe and Russia: only in 2011 did the urban population become larger than the rural one, and in the USSR - in 1953, taking into account the outskirts. A family is not an abstract structure, but an economic unit of society. The closer it is to the agricultural type of production, the “more order” it has: let the wife fear her husband.
              The further from the agricultural type of production, the less stable the family is: disagreements are easily resolved by divorce, without financial damage to the parties.
              So there is no connection here. And Russia, having chosen the capitalist path, is moving towards such a model by leaps and bounds, overtaking the market leaders, both America and many European countries.

              As for "our way" I agree with you here: We are pure Europe, all Asian routes (Japanese, Chinese) are a dead end for our country.
              1. +2
                13 January 2024 14: 01
                Quote: Eduard Vaschenko
                японский

                I published a book in Germany on Japanese advertising in collaboration with a girl who lived and worked there. It's amazing how much they borrowed from the advertising business of Europe and the USA. Even the terms! Adding, of course, my own...
                1. 0
                  15 January 2024 05: 54
                  And it’s not surprising, in Japan, after the Second World War, the Americans set up business, the Japanese en masse (who could) studied in the states, and in general there is a kind of cult of the states. Yes, they have their own, but precisely because it is mentally more convenient for them, but the basis is America. Here it is more interesting to analyze China on this topic, the Chinese have already really learned from the world and have taken a little bit of everyone into account, and their mentality is that they really love gold (gold is money), they row as much as they can and let them rake it in.
                  1. 0
                    15 January 2024 07: 07
                    Quote: evgen1221
                    let them rake.

                    Oh, it’s a pity I can’t give you a book on Japanese advertising to read... There, the English words are directly translated into Japanese...
                    1. 0
                      15 January 2024 10: 36
                      What kind of book? Is there any?
                      1. 0
                        15 January 2024 14: 06
                        This is my book on modern Japanese advertising by Shpakovsky and Egorova. Published by Lambert, Germany. I don't think it's on the Internet...
      3. +2
        13 January 2024 16: 14
        The given cases with PR are cases from the period of the 90s. years, when business was “learning” and such problems were on every corner.

        Eduard, I also thought that such examples remained in the post-perestroika past, until I myself witnessed how a large enterprise with a capitalization of several billion conventional units does not even have its own press service, which would not be so much responsible for its positioning on the market ( product sales schemes there have not changed since Soviet times), no matter how much it would emphasize its social significance in the eyes of the regional authorities and lobby the interests of the owners. But the company provides jobs to a village of many thousands, and employee salaries are 20-25% higher than the regional average. Plus, the management in force at that time was implementing several large infrastructure and environmental projects, and I note everything at their own expense, even the attraction of borrowed funds was minimal. So, instead of the old boiler house, a new one was built, more powerful and economical, with such certificates for the treatment equipment used, which even the thermal power plants of the regional center do not have, and the local school, hospital and cultural center, if inferior to similar buildings in the Lenin State Farm of Pavel Nikolaevich Grudinin, but they still look very presentable (especially considering the fact that we are talking about a very remote village in an extremely subsidized and deeply provincial agricultural region). However, the modern world is structured in such a way that if you do not declare your successes, someone else will certainly take advantage of them. At first, the management of the enterprise turned a blind eye to the fact that local officials were demonstrating their effectiveness through the social projects implemented by the enterprise. However, little by little the realization came that they were being trivially used. The apogee was Covid. The company, at its own expense, provided the regional Covid hospital with everything necessary, purchasing several special machines, but all these achievements were taken over by one not unknown party with a bear. It was at this moment that the company’s management realized their mistake and tried to correct the situation by hiring one of my friends to the position of press secretary. But it was too late. The launch of a new boiler house, which coincided with the Covid period, apparently served as a marker that the plant had something to profit from - raider attacks began. At first, they tried to act through credit institutions, blocking access to loans to pay benefits to employees who were idle during the lockdown. But even here the management found reserves, since the volume of borrowed funds, as I said earlier, was minimal. After this, the procedure for deprivatization of the enterprise was initiated. During the trial, they were not even afraid to tarnish the honor of honored veterans of the prosecutor's office. As a result, after a year of ordeal, the plant finally became the property of the state. The supervisor appointed by Rostec became famous only for the acquisition of a luxury car, which radically contrasted with the previous director, who, living right there in the village, never showed off much, although he lived much richer than ordinary hard workers. And a year later, the plant was again put up for auction and bought up by some Moscow businessman, who apparently was the customer of all the recent troubles of the enterprise.
        1. 0
          13 January 2024 16: 39
          Good afternoon,
          What can I say here? the problem is not PR, but that the constant redistribution of property is an integral part of capitalism, some through shares, some through raiders.
          1. +3
            13 January 2024 18: 12
            constant redistribution of property is an integral part of capitalism

            Totally agree with you. It’s just that it’s also layered with the lack of a proven policy in the field of communication. If the management of the enterprise had thought about this a little earlier, it would have been possible to either look for the roof (at least in the person of the same regional authorities, who in this situation were generally outside observers), or even acquire their own tame mass media so that any attempt to “influence " on the management of the enterprise was akin to an attack on a skunk, where there is more stench than potential meat. To illustrate, I will give an example of another large enterprise located in our region, famous for its medical products (including dietary supplements) throughout Russia. Do you think no one has ever encroached on it? It’s just that this company owns the largest media holding in the region, and the owner’s son has held the post of State Duma deputy for more than one convocation, so any attempt to do something like this in relation to his family’s property is fraught with very strong reputational costs. Here is an example of the difference between two approaches to running a large business
            1. +1
              13 January 2024 19: 03
              Quote: Dante
              Here is an example of the difference between two approaches to running a large business

              How familiar this is to me!
    3. +5
      13 January 2024 10: 15
      gaps and chronic shortcomings of Russian culture
      - what a liberty!
      “...PR - technologies for creation and implementation under socio-economic and political competition systems image of an object (idea, product, service, person, organization - company, brand) into the value range of a social group in order to consolidate this image as ideal and necessary in life.”

      Advertising and PR are necessarily manipulation of consciousness, necessarily deception (emphasizing some features while hiding others). Admiring PR is a kind of masochism, joy - how beautifully I was impressed (deceived).
      PR is contrary to Russian culture. At the heart of the ancient veche itselforganization Unanimous decision-making is the exclusion of competition in the body of the community and people. The basis of capitalist “culture” is social disorganization in the form of competition.
      1. 0
        13 January 2024 10: 32
        Quote: Alexander Ra
        ancient veche self-organization

        Outdated. You should have advocated for paganism!
        1. +3
          13 January 2024 10: 40
          Not outdated – according to the principle of equifinality, let’s return to this.
          1. 0
            13 January 2024 10: 42
            Quote: Alexander Ra
            Not outdated – according to the principle of equifinality, let’s return to this.

            Blessed is he who believes, he is warm in the cold!
        2. The comment was deleted.
      2. -1
        13 January 2024 10: 41
        Quote: Alexander Ra
        gaps and chronic shortcomings of Russian culture
        - what a liberty!
        “...PR - technologies for creation and implementation under socio-economic and political competition systems image of an object (idea, product, service, person, organization - company, brand) into the value range of a social group in order to consolidate this image as ideal and necessary in life.”

        Advertising and PR are necessarily manipulation of consciousness, necessarily deception (emphasizing some features while hiding others). Admiring PR is a kind of masochism, joy - how beautifully I was impressed (deceived).
        PR is contrary to Russian culture. At the heart of the ancient veche itselforganization Unanimous decision-making is the exclusion of competition in the body of the community and people. The basis of capitalist “culture” is social disorganization in the form of competition.

        Shpakovsky explains how the instrument works. You tell us why it is used in our time. These are different things.
  5. +2
    13 January 2024 09: 56
    Well, everything, everything is significant...
    And about constant deception, and about young generals and flowers for bankers, and about shiny counterfeit coins
    All this is used in one form or another now...
  6. +4
    13 January 2024 11: 08
    Eh, Vyacheslav Olegovich...I’ll take the liberty of correcting you a little.
    The PR incident you described, as a result of which the secretary quit, is just a small thing, yesterday's PR day. In all senses.
    About a week ago, maybe earlier - it doesn’t matter! - on a stand at the entrance I found an advertisement, from which it followed that a significant part of the previous employees of the village housing and communal services had suddenly quit, and new ones were being invited. But then I only paid attention to the undignified inequality of the proposed salaries: the administrator received 90 thousand, the rest 50-60, and the electrician 25. Which became the reason for my indignation.
    And then yesterday a new announcement appeared that really scared me - believe me, I was terrified! The entire staff, including the manager, of one of our two boiler houses quit, and it’s not a fact that this is an old boiler house. Phone number provided. In light of what is happening in Moscow and the Moscow region, where, due to continuous accidents in entire suburbs and metropolitan areas, apartments and entrances turn into ice palaces at a temperature of -25 Celsius, and people, as in Grazhdanskaya, are forced to warm themselves outside near fires, I repeat, throughout the Moscow region and the same situation in many other regions of Russia - believe me, this is a reason to be afraid. What if, left alone, our boiler room cannot withstand the load? After all, the second one was once installed in order to hang a new building on it and so that we, in the Khrushchev-era buildings, would get additional heat from the new one. Because the water in the radiators was barely warm.

    But then how can we understand what is happening in general, on a national scale? At the very least, the now significantly worn-out Soviet infrastructure worked throughout the past decades, and there were even worse frosts, and suddenly everything collapsed at once? Together! So it took and tore everywhere at the same time? The President - to Chukotka, one might say, to the ends of the earth, but it immediately took over and exploded en masse and broke through - everywhere! And most importantly - in the capital! And these massive fires - yesterday in Moscow, today 50 thousand square meters. meters of St. Petersburg Wieldberries - in 30 minutes, 500 people, choking in the aisles, barely managed to jump out. But in my village - ugh! — nothing is burning yet (there were huge arson attacks only during the 2008 crisis, I went to look)
    Explain what this is, if not some kind of PR for someone. Despite the fact that Shoigu, back in the 90s, as Minister of Emergency Situations, warned that the Soviet infrastructure was worn out by 70%.
    And everything has been tip-top so far, but it feels like someone, for some reason, pulled this trump card out of their sleeve. How else can I explain the hasty and massive layoffs of housing and communal services workers in my village, including management. The dismissals are voluntary, of one’s own accord (I have already clarified), but as if by someone’s go-ahead. And frosts are still ahead...
    So I think, Vyacheslav Olegovich, that this is someone’s PR. Modern. Or its consequences. More abruptly, the dismissal of the secretary.
    The only thing that could inspire in your example is that the secretary quit, things went uphill. It's not so simple with modern PR.
    1. 0
      13 January 2024 11: 36
      Quote: depressant
      yesterday was a PR day.

      Dear Lyudmila Yakovlevna! "yesterday's PR day." So I'm talking about yesterday. But today, for 5 years now, I have known no more than you. Well, maybe a little more. That's all! However, the new is always the well-forgotten old, so why not tell. But PR di what you talked about... I just don’t know.
      1. 0
        13 January 2024 11: 54
        However, the new is always the well-forgotten old, so why not tell.

        ++++++++++++++++++++++++++++++++++++++++++++++++++ +++++++++
      2. +3
        13 January 2024 12: 18
        I'm such a bungler! wassat )))
        I rushed to read the article and immediately forgot the title.
        But whether what you talked about is PR... I just don’t know.

        PR, Vyacheslav Olegovich, this is PR. Negative PR. This is how it is now. Remember - "negative growth of something"? Not a fall, but a growth, albeit a negative one. How much we made fun of this here! But seriously, in the upper echelons of the industrial-banking elites, divided into clans, there is currently a serious struggle for supreme power, and so that we do not interfere with our prying, we have been usefully occupied with housing and communal services issues. The opposition places all the blame for the failure of the housing and communal services on Putin. They say that restoration requires not the allocated approximately 400 billion rubles, but trillions, forgetting that this money was allocated only this year, but even more was allocated every year in the past. So they stole it, says the opposition. And who is to blame? Of course, Putin - he allowed it! And the fact that it is not the president’s job to deal with such issues in the presence of an excessive number of supreme authorities endowed with super-powerful control and punitive powers is something that all oppositionists bypass. Moreover, without looking into the distant Soviet past. And I was there in the past. And I saw how, starting from the 70s, this is how it all developed - theft, kickbacks, in fact, the full spectrum of corruption. From Abkhazia, you know, this was clearly visible. When local thieves in law kicked open the door to the CPSU Central Committee and solved their thieves' problems there. You, in Central Russia, did not see this. Perhaps we noticed some little things. And now this entire Union, living a secret life, having erased the flair of social justice and the priority of the interests of the working person, fell to Putin at once. With the condition that there will be no withdrawal. Otherwise - negative PR. It seems that the time for such PR has come.
  7. +2
    13 January 2024 12: 14
    I didn’t quite catch the connection with PR that, in my opinion, is the typical work of an image maker and designer. Perhaps, due to my stupidity, I don’t know that these gentlemen are also now included in the hosts of PR people, however..
    1. +1
      13 January 2024 12: 31
      Quote: Knell Wardenheart
      by wit

      It's not a matter of stupidity, but it's simply impossible to know everything. But I have already written about books that contain everything about this here in response to comments.
      1. +2
        13 January 2024 12: 46
        Let's take a look and study! Thank you ! At one time, I laughed like a horse at the fact that “people absorb a maximum of 30-35% of what they read,” and then, unfortunately, I became convinced that this was not funny at all.
        So there is no such thing as too much knowledge about the nature of things :-)
        1. +1
          13 January 2024 13: 56
          Quote: Knell Wardenheart
          absorb a maximum of 30-35%"

          There are actually three types of reading. The first, when the lips move (I don’t remember what it’s called) - absorption is generally 10%. Then the laryngophone - the larynx moves - 30-35%. Finally, “scanning”, which can be learned, but which is not taught in schools, is 80-90%. But only 10-15% of the population owns it, so... it can be ignored.
    2. +1
      13 January 2024 12: 45
      I didn’t quite catch the connection with PR that, in my opinion, is the typical work of an image maker and designer.

      PR has changed these days. There are people who want to be incognito in the fight under the carpet - we don’t see what’s going on under the carpet, do we? But the opponent must be drowned. And the person in need of this makes him, his rival, obvious through loud negative PR, with which he is drowned. This is when the image makers you hire do not work on brightening your image, as was the case in the days of Ona - well, there they cut off your horns and hooves, but they set horns and attach hooves to your opponent, and even insert a trident into his hand. Thus, bringing him out from under the carpet into the light of day, and everyone says: “Ah! What a scoundrel this guy is!”
  8. +1
    13 January 2024 13: 19
    This looks more like not PR, but the work of Stirlitz... Where can you get them like that?
    1. +2
      13 January 2024 13: 58
      Quote: gromovanton
      and to work Stirlitz

      Have you noticed this too? So you are a smart person! This is exactly what I told the students: a real PR specialist is always a bit of a spy!
      1. +2
        13 January 2024 14: 00
        Of course, not just any intelligence officer, but rather an illegal intelligence officer. Simply very high requirements for general erudition, plus knowledge of applied psychology at a deep level, interpersonal communication skills, the ability to form meanings and promote them. Of course, there is a conditionally professional standard, already proven working schemes, approaches, but does even the exhaustively described requirements for any profession make mastering it a simple matter?
  9. +1
    14 January 2024 14: 25
    Everything is great! It’s just not clear, what does Ryazanov’s “Office Romance” have to do with it?
    p.s. Secretaries-mistresses who “turn on everyone” only appear in comedies, the novel “The Golden Calf” and among random people in the director’s chair.
  10. +1
    15 January 2024 10: 46
    Interesting article, thanks to the Author. Of course, this article itself is an example of advertising or, perhaps, PR.

    Unfortunately, I have also encountered opposite examples, when PR specialists gave recommendations, but these investments had absolutely no effect. Probably not once in a while.

    However, if I need a proven PR specialist, I know who to turn to :)
  11. +1
    16 January 2024 05: 42
    Oh, you know, we’ve become very carried away in the country with facades, all the offices are bursting with all sorts of PR specialists, advertisers, managers, and everyone is making fun as best they can. From the quantity they will soon fall out of the windows, completely forgetting about the people who actually work and produce the product. And one idea is more fun than the other, then it’s a day of funny hats, and let’s change those workshops, let’s paint the shoes silver, so that it would be more fun, and let’s paint the workshops yellow, for a positive attitude. Engineers are simply hung up on all sorts of creative people, they have to work, but here they have to play the role of an idiot in the country of those who have left. It’s just that working from such ideas is becoming more and more difficult....
    1. +1
      16 January 2024 07: 47
      There’s nothing you can do about it, the division of labor - everything really useful is done in China, but here, poor people, we can’t even find a good auto mechanic, it’s time to import the Chinese. Maybe the Armenians will catch up; our jewelers and watchmakers are entirely Armenians.

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