Internet

The program will open an outline of Alexander Kostinsky about PR and propaganda on the Internet.

Kostinsky

Recently, our life has become more complicated and diverse. It was replenished with real elections, freedom of speech, many new, often inaccessible, goods and services. Together with them, unusual concepts came - advertising, management, marketing, public relations. Perhaps the most mysterious of them is still the Public Relations or abbreviated - PR. The case is aggravated by the introduction of secondary even more vague terms, such as “aggressive PR”, “hard PR” and, of course, the ominous - “black PR”. What is Public Relations?

How strikingly differs PR from what PR is called in our press, we will be able to verify today by the example of an interesting and demonstrative Internet “Rupor” node with a memorable address of the RU-PR-Tochka http://rupr.ru/ .

The site created several consulting commercial companies. According to their plan, Rupor is a "professional independent Internet magazine about the Russian media and the Public Relations sphere."

To better understand why and why we need PR with the definition, but for contrast, we will anti -confront its myth about PR. This myth lives, unfortunately, on the pages of the PR Internet magazine. Here is a sample with a useful industry news feed on the site: "March 15. In Yekaterinburg," Encyclopedia of the Black PR "is being prepared. And here, the section "Articles", reviewing material with the modest name "Some Reflections on PR in Russia", written by Evgeny Leonenko, who has been working in the field of PR for six years: "Only after the XX Congress during the Khrushchev" thaw "and a partial refusal of the" iron curtain "the new Soviet PR acquires the form of a directed image of the country of the country's victorious socialism" (end of the quote). In another place, Leonenko discusses the "Early PR" in revolutionary Russia.

The phrase Public Relations - translated as public relations. We emphasize immediately: there is no Soviet, revolutionary, black PR. He is an invention of hasty journalists and not very knowledgeable press secretaries. What is called black PR has a well -known name - propaganda. Here is the definition of Public Relations of the President of the International Association PR Sam Black: "Activities in the field of PR are the art and science of achieving harmony with an external environment thanks to mutual understanding based on reliable and complete information." But the definition of the Minister of Propaganda of Nazi Germany Joseph Goebbels: "Propaganda is a policy of politics and power to control society. The task of propaganda is the comprehensive coverage of human activity, so that the environment of an individual is absorbed by the worldview of the Nazi movement."

To the definition we add excerpts from the so -called Lisbon Code - the European Code of Professional behavior of PR managers, the failure of which deprives membership in the International Association, and, therefore, the normal work in Europe in the specialty of the PR manager: "Clause 2. In its professional activities, PR practices are obliged to respect the principles of human rights formulated in the general declaration, and especially freedom of freedom The statements and freedom of the person, as a result, gives the right to receive information 3. In particular, he undertakes not to use a comment or information that, according to his knowledge, is a false or misleading paragraph 15. Any attempt to deceive the public opinion or its representatives is prohibited. So Lenin, Goebbels, Zhdanov, Zdanovich, Koshmarov and Manilov are wrong to call black PR managers, the exact name of their profession are propagandists.

We are not better than us with the release of certified specialists trained in "art and the science of achieving harmony between the organization and the external environment." The article by Boris Novinsky says that "even in MGIMO, who is now the best of our universities in the field of PR, there are no more than two class specialists - teachers" and PR - agencies prepare specialists themselves. “The main problem is the lack of a universally recognized definition of this profession,” says Leonid Ionin, the dean of the faculty of applied political science of the Higher School of Economics, “the list of disciplines that should be included in the curriculum in the specialty of PR we have not so much academic science, or in other words, not so much science as ART”. But further Ionin no longer connects the shortcomings of education only with the methodological miscalculations of teaching. He says: "The success of the current PR managers, first of all, was associated with intuition, ingenuity, personal connections. And it is very difficult for students to transfer such knowledge." Indeed, you can’t give personal ties to everyone. He is echoed by a third -year student, Alexei Karenov: "Much of what is called PR in our university is actually referring to social psychology. Such knowledge is certainly needed, but, I am afraid, it will be difficult to put them in practice."

Boris Novinsky also complains that students have been studying basic humanitarian disciplines for the first two years - social psychology, sociology, philosophy, which are little related to their future specialty, which they are convinced of the leading PR -agencies of Moscow.

The education system discovers that so far it is real, we do not need Public Relations managers. We need press secretaries and propagandists. Why does it work?

Because PR is not just the theory and practice of creating, developing and maintaining the image of the corporation. Not just the methods for promoting in the target audience of ideas and ideas in the interests of the organization. Not only measurement and adjustment of exposure, if methods were incorrectly selected. Not just skillful interaction with the media during crisis for organizing situations. The real PR, how strange it does not sound, is based exclusively on truthful, complete and timely information, on respect and understanding of those social groups and institutions with which the corporation interacts.

Moreover, a real PRAR is an ambassador of the external world within the organization, and he must warn the company about the damage that it risks causing society, damage, which can respond with severe troubles, a deterioration in reputation and ultimately financial losses for the organization itself. The site provides a good quote from Scott Catlip, which illustrates this position: “The main task of the PR man, is to bring the realities of the world to the isolated comfort of the bosses. The most important thing for a specialist in this area is to swim in socially significant information. And this means that a professional in his field should be just a walking encyclopedia.”

PR was born at the beginning of our century, when it became clear that the best long -term policy of the organization in the field of public relations is to find the way to an agreement with all with whom the corporation interacts. To do this, it is necessary to find out and eliminate on the basis of truthful information the contradiction, misunderstanding and fears. And this is an extremely complex process that needs to be learned, because it is so difficult to see not economic or political enemies, but people with a different culture of thinking, understand their real interests that are often hidden behind a formal position, develop objective criteria, acceptable and understandable to both sides and come up with mutually beneficial options. If you compare the organization with a regular bus, then the PR for it simultaneously both a travel card and overall lights and brake pads.

Therefore, PR - the manager must own not only special knowledge, but also have a wide horizons in order to understand the main directions of social development that may affect the organization or which the organization should affect. The fact that many of our young PR managers are burdened by general educational disciplines suggests that PR uses and in demand only a set of methods for manipulations by public consciousness and short -term management of behavior.

Alexander Borisov exactly writes about this: “... business communication in Russia is the flesh from the flesh of the economy that has given it, the lion's share of which abides in the shadows, corrupting and corrupting politicians, government officials and experiencing an acute need for masters of the information genre to blame ordinary citizens and laying the road to power. Only if someone is looking for extreme, it is not necessary, not at all, not at all, not at all, not necessary that the forest of the hands should rise ”(the end of the quote).

Unfortunately, so far rises. But against the general background there are encouraging exceptions, for which, in our opinion, the future. On the Ru-PR-Tochka-Ru website, they are also represented by convincing articles on the fashionable topic “Putin: the solidness of the secret” of Alexander Sosland and “Ritual” and “Myth” in the modern politics of Alexei Plucer-Sarno. The authors are quite convincingly demonstrating the possibilities of professional analysis. They carefully dissect, and then recreate the system of components of the success of the last presidential company.

"As for Putin, it is a new type of politician building a career not on polemic rhetoric, but on a real answer to a large and painful challenge. I. O. President is a ritualized social function that cannot be" good "or" bad ". This is a subject of mythological consciousness, ritual and poetic thinking."

Unfortunately, in the head of the main entity - a mishmash of processions and party bits. But it is in this situation that mythological thinking forms not only public consciousness, but also a model of reality that power uses. But the myth works satisfactorily only in a traditional society, and in our extremely quickly changing - the myth becomes a narcotic vision living until the dose has dried up.

As Alexander Sosland rightly remarks: “One of the properties of charisma is that it quickly fades away. You can’t always be charismatic. While the hero is fresh, he causes adoration. When he loses freshness, things go worse. The charismatic cycle is in today's conditions -it is very fast. Mumming every day on the television screen, a person is very boring, he wants it or not, he remembers how quickly it remembers how quickly it remembers how quickly it remembers how quickly it remembers how quickly it is remembered. Tired both Gorbachev and Yeltsin. "

After taking off in the wake of mass moods, it is necessary to fix the result with real deeds, and then just, both the leader himself and the environment have significant educational gaps that lead to frequent errors.

Here are just some examples: the introduction and refusal of 100 percent of the currency by exporters, the Babitsky case, embarrassment in St. Petersburg with the nomination of Matvienko, replacing professional diplomats in Strasbourg in Zhirinovsky and Rogozin. The mythical enemies of Russia should give the Zhirinovsky Order for "creating the image of the enemy in the mass of the West in the person of Russia." Is it possible to imagine that a member of the official delegation of the US Congress or the European Parliament stated that the West will drop Russia into the Arctic Ocean? And let us recall how, on the most loyal channels, they showed three times how settlements are fired by vacuum ammunition, which is a war crime according to the Convention on the incendiary weapons delivered by air if the civilian population may have nearby. The generals and propagandists themselves testified against themselves by showing the whole world these episodes.

In our opinion, such errors will make us return from the cozy and simple world of a mythological battle of good with evil into a rapidly developing modern world, where it is necessary to build and check much more complex and unusual models of reality, which will have long -term predictive power, thanks to daily comparison with reality. And for this, our PR managers can not do without ethnology, cultural studies, philosophy, sociology and conflictology. In this case, there is a chance that propagandists can become PRARS and will understand that the PR is not aimed at quickly obtaining a result at any cost, that the main function of Public Relations is to ensure the socially responsible behavior of the corporation, whether it is a commercial organization or state institution. PR is more a strategy than tactics, but domestic political consultants and their customers will apparently follow the path of painful trials and mistakes for which they have to pay not so much as all of us.

Radio "Freedom", the program "Seventh Continent". His final material, his author Yuri Pole addresses young webmasters - he is dedicated to the competitions in which you can take part.

Pole

Last summer I received a message from April Baser, director of educational programs by Internet Society. As you know, Internet Society is a public organization coordinating the operation of the Internet as a single mechanism. For the fifth year, she has been organizing Thinkquest - a competition of young web designers. April invited me to take part in the assessment of the presented work. Perhaps the impressions of a member of the international jury will interest our listeners, because the deadline for filing applications for the next competition is nearing.

As a matter of fact, as part of the Thinkquest program, three competitions are held for future teachers, junior (for schoolchildren of 4-6 grades) and Thinkquest Internet Challenge, which will be discussed. It can be involved in teams of 2-3 schoolchildren (but not students) aged 12 to 19 years, and as coaches - school employees or parents of team members. Work compete in categories: art and literature; Exact sciences; Humanities; Sports and health. The fifth interdisciplinary category includes all other sites, for example, "baseball physics".

Each work is independently evaluated by three jury members, among which were our compatriots from Irkutsk, Yekaterinburg, Nizhny Novgorod, Rostov, Chelyabinsk - only 16 people. I happened to analyze 15 sites in natural disciplines. Some of them were distinguished by a quite serious scientific level. More than once I had to recall the course of Mehmat, reading about the proof of the theorem of the farm or subtle issues of applying the theory of ordinary numbers in cryptography (a team from Georgia prepared a nice site on this topic). From other works, I managed to find out a lot of new facts for myself - about the technology for the manufacture of French cheeses, diseases of the circulatory system and about the beloved teachers of one Vietnamese college. Many sites contained descriptions of experiments, photographs were often used as illustrations - original and borrowed (usually with links to the source). The contestants were interested in various topics - the origin of a person, brain functions, artificial intelligence, optical illusions (a very original site, richly illustrated by the graphic works of Escher and "mysterious" pictures in the spirit of Perelman's books). Three works were dedicated to the Internet and were distinguished by a pathos tone, exquisite frames and active windows - and amazing poverty of content. And I put the highest assessment to the six-speaking site "On-line electricity", created in 3 months by schoolchildren from the USA, Holland and India and the allocated and content and design. As a result, he received the main prize, and each of its creators was $ 25,000. My admiration for this work was shared by the founder of the Thinkquest contest Alan Weiss, an electrician by education, who said that this is the best site in this area that he has ever seen.

I must say that most competitive sites were excellent educational resources. There were few frankly weak works. Among typical disadvantages, you can specify non -working links (often leading to files from a local disk) and an abundance of unnecessary decoration - as a rule, to the detriment of the content, abuse of Java scripts. Not all sites worked both in Netskrep and in the explorer - this is probably the result of inconsistencies of parts made in various environments. There were work with poor English - with Vietnamese and for some reason German schoolchildren. Not all participants had an idea of copyright when using quotes and borrowed materials.

And a few more comments. Among the participants were approximately equally boys and girls. As a rule, contestants use computers at home and in their educational institution. When registering, students fill out quite detailed questionnaires, where they explain the choice of the subject area, describe their methodological intentions, indicate the distribution of duties and the contribution of each team member. From these answers it follows that the guys used a variety of equipment - from 486 computers to pentuums with a frequency of 400MHz. There were different schools where participants in the competition were studied: from prosperous institutions, where for every 5 students there is a computer connected to the Internet on a digital channel to the usual schools with the only class of almost a thousand students. Typically, the group includes "narrow professionals"-an artist-designer (animator), web navigator, programmer. Кто-то лучше отбирает материал и работает с текстами, кто-то с фреймами; а у кого самые лучшие каналы связи - ищет информацию в сети. Участники используют широкий арсенал средств активного вовлечения пользователей - онлайновые тесты и задачи, гостевые книги и конференции, встроенные поисковые системы, интерактивные анимационные и музыкальные фрагменты - благодаря этому получение знаний и их проверку удается облечь в занимательную игровую форму. В ходе работы над проектом ребята общаются по электронной почте, часто по ICQ или телефону (если они живут в одном городе). Одна из групп сообщила, что за 5 месяцев работы они обменялись почти двумя сотнями сообщений по e-mail (из них 80% - по теме сайта, а 20% помогли ребятам лучше узнать друг друга и сдружиться).

В одном из вопросов анкеты предлагалось назвать главные трудности и проблемы (на этот раздел отводилось больше всего места - до 750 слов). Выяснилось, что часть участников в процессе работы над сайтом осваивала Интернет, боролась с оборудованием и иногда с экзаменаторами. Интернациональные коллективы указывали на трудности при использовании различных версий Windows - скажем, китайской и английской. Некоторым мешала поясная разница во времени и несовпадающие сроки каникул в разных странах.

Следует отметить, что организация конкурса была великолепно продуманной и удивительно четкой. Все происходило строго по графику, все пароли и ссылки, сайты с конкурсными работами и вспомогательными материалами устойчиво работали. Судьям предлагалось руководствоваться тщательно проработанной шкалой критериев, гибкость которой позволяла объективно оценить работы и выразить личные симпатии. Существовала и возможность оперативно посоветоваться с организаторами в трудных случаях, но обошлось и без нее.

Большинство команд, чьи работы достались мне, состояли из ровесников. Но, как вы помните, возрастные рамки для участия достаточно широки, а участники разных возрастов находятся, естественно, в неравных условиях: 18-19-летние имеют преимущества перед теми, кому только 12. Обратите внимание: в конкурсе 2000 года предусмотрены специальные дополнительные баллы для стимулирования разновозрастных групп. Принимается во внимание и различие в техническом оснащении школ участников команды: чем оно выше, тем больше баллов получит команда. Для поощрения командного сотрудничества учитываются и такие факторы, влияющие на процесс совместной работы как пол участников, различия в языках и национальностях.

В каждой из пяти категорий присуждаются платиновый, золотой и серебряный призы: соответственно по 15, 10 и 5 тысяч $ каждому участнику команды, причем эти деньги выделяются целевым назначением для продолжения учебы в университете любой страны. Награждаются также руководители команд и школы. Еще один приз - Янтарная награда - предназначен тем конкурсантам прошлых лет, чья работа ранее не была отмечена наградой, однако широко использовалась пользователями библиотеки ThinkQuest. Кстати, в прошлом году эту премию получил сайт о жестах для изучения языка глухонемых.

Реально ли стать победителем? Judge for yourself. В прошлом году в соревновании с тысячами соперников "серебряного орла" по номинации "Литература и искусство" получил сайт "Путешествие в Ориландию", созданный школьниками из Ростова-на-Дону про оригами - японское искусство складывания бумажных фигурок. Его авторы Даша Сажнева, Коля Ермаков и Антон Талалаев были приглашены в ноябре в Лос-Анджелес, где и получили честно заработанные награды. А всего в прошлом году за создание образовательных веб-сайтов были награждены 70 школьников на общую сумму в миллион долларов.

А теперь - внимание. Последний срок приема заявок на ThinkQuest-2000 - 1 мая, праздник весны и труда или Светлый понедельник - кому что нравится. Готовые работы нужно представить не позже 15 августа, а награждение победителей пройдет в ноябре в Каире. На сайте www.thinkquest.org помещены подробные условия конкурса, там же есть доска объявлений для тех, кто хочет создать команду или присоединиться к уже существующей. Посмотреть на лучшие работы прошлых лет можно в библиотеке library.thinkquest.org , одной из самых посещаемых в мире, где еженедельно бывают целых 20 миллионов человек. Информация о конкурсе помещена и на сайте американской некоммерческой организации "Прожект Хармони", партнера ThinkQuest в России.

Не забудьте: заявления на конкурс и вся корреспонденция должны быть написаны на английском языке, который давно стал основным средством международного общения - и в науке, и в Интернете. Веб-страницы наряду с английской версией могут содержать тексты на других языках, это также поощряется отдельно. Итак, до 1 мая у вас вполне достаточно времени, чтобы попытаться повторить или превзойти результат юных ростовчан - пора приниматься за работу.

А как же быть тем юным российским веб-мастерам, чей английский пока не на должном уровне? Для них все та же организация "Прожект Хармони", журнал "Компьютер в школе", школьный сектор ассоциации RELARN и корпорация Intel проводят конкурс "ВебСтарт", цель которого - поддержка распространения современных Интернет-технологий в среднем образовании. На конкурс принимаются сайты, созданные школьниками (индивидуально или в составе команды) на русском языке и опубликованные в Интернете в любой стране мира. Сайты могут выдвигать на конкурс не только их авторы, но любые владельцы электронного адреса, причем разрешается представлять любое число сайтов. А что может предложить Интел в качестве призов? Ну конечно - компьютеры на базе процессоров Intel Pentium III. Заявки на этот конкурс принимаются до 15 апреля, результаты будут объявлены в конце мая. Условия проведения конкурса подробно описаны на сайте school.ru/webstart.

Перечислим основные критерии, начиная с самых важных. Они не слишком сильно отличаются от подхода жюри ThinkQuest. Во-первых, это содержание: материал должен быть адекватно подобран, а также чётко и кратко изложен. Структура и навигация, т.е. организация размещения материала на сайте и удобство просмотра его разделов. Визуальный дизайн - необязательно суперсовременный, но выполненный на достаточном художественном уровне, адекватном содержанию и предполагаемой аудитории. Требование функциональности подразумевает быстроту загрузки сайта, наличие работающих линков, возможность работы на различных платформах и с различными типами браузеров. Интерактивность: возможность не просто читать или разглядывать сайт, но и делать что-либо на нем в режиме "on-line". Именно элементы интерактивности отличают посетителей сайта от тех, кто читает журнал или смотрит телевизор.

В состав жюри входят профессора и преподаватели ведущих московских вузов, а возглавляет его Александр Гиглавый - научный директор ЛИТ, редактор журнала "Компьютер в школе", академик Интернета. Лет 12 назад мы с ним были соавторами одной из первых в стране книг о персональных компьютерах, и тогда она разошлась немыслимым по нынешним временам тиражом в 150 тыс. экз.

К началу апреля зарегистрировано около 40 конкурсных работ. Как вы поняли, для участия в этом этапе "ВебСтарта" сайт должен быть уже готов и помещен в Интернете. Если же вы только собираетесь его создавать, у вас есть шанс принять участие в следующем этапе конкурса, который пройдет осенью.

В заключение хочу пожелать нашим слушателям творческих достижений в разработке новых сайтов и успехов в интересных соревнованиях. У меня в этом есть и личный интерес, ведь я профессионально занимаюсь мониторингом информационных ресурсов Интернета и все новые содержательные сайты заношу в базу данных. Благодаря подобным конкурсам я с удовлетворением ощущаю, что еще некоторое время не останусь без работы.

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