PR industry involves journalists who know the requirements of various media channels, and who have personal and professional contacts, and interrelationship with them should be effective and productive to the maximum extent. At the modern stage the world sometimes depends on the rules set by and analyses conducted by the media. This, for its part, makes the study of interrelationship between PR and mass media topical. The essence of PR includes compromise and a pragmatic approach in order to solve concrete problems faced by public relations specialists. In this context, PR can be described as a tool for manipulation. Manipulation of public consciousness acts as a technology here, so professionals, who can manipulate using this technology, emerge. PR is aimed at building bilateral relationship for ensuring common opinion based on objectivity, knowledge and full provision of information, or common interests and mutual understanding. The essence of PR activity can be defined as adaptation of a company`s policy to interests of the society in line with pragmatic interests of the company itself. For PR success is the existence of true and comprehensive information. Separation of time and priorities at the preliminary planning stage is very important for making a right choice. The activity of PR in the field of public relations involves the process of managing communication between the organization and target audience. In a broader sense, target audience means general public. In this context, the structure of general public features population, self-governing structure, mass media, administrative management employees, public unions, senior government bodies, main audience, as well as production and other sectors.
Author(s): Rahimzade Vugar Ganjali