Current information management

Here we speak about processing and distribution of information about current events concerning the PR subject for the purpose of the creation of the positive presentation of this subject in the public eyes and maintenance of positive interest and benevolence around him / her.

The main tasks of the CIM are as follows:

1) distribution of its own version of the event;

2) neutralization of the negative information.

Of course, such a division is rather relative. Sometimes both components combine with each other: because the neutralization of the negative information is impossible without the distribution of its own version of the current events. On the other hand, the distribution of its own version of the current event is not always designed to repel hostile attacks.

CIM methods, which are usually used to solve these tasks, come to the following:

Press conferences, that is specially organized meetings of the official representatives of the PR subject with the journalists who are allowed to pose their questions to the organizers of this press conference according to the time limit.

Briefings, that is convocations and brief notifications of the journalists without letting them pose questions. As a kind of compromise between the interests of the PR subject and the interests of the journalists, the briefing is especially convenient when it is both undesirable to keep silence about the current events as well as to carry on an active (like on the press conference) dialogue with the journalists.

Press releases, that is special information bulletins which contain the data for the immediate publication in the mass-media. Of course, journalists are usually not satisfied with such a prepared for them (and, actually, instead of them) piece of information. Nevertheless, when the events march quickly and the journalists do not have enough time (at least at first) to collect complete information themselves, press-releases – as a ready draft copy of the first article – are accepted by them very good-naturedly.

Interview. We do not mean sudden attacks of the journalists on the political or business leaders, but thoroughly planned conversations on the PR subject’s initiative. In such a situations both sides win the victory. Journalists get an exclusive access to the information they are interested in, and the PR subject, in his / her turn, through mass-media channels represent for the public his / her own point of view without no risk to be posed some impartial questions as it happens quite often during the press conferences.

Internet-sites. On the basis of the computing machinery there was appeared a new form of representation of the current information, which differs in the main from press releases, press conferences, newspaper publications and so on. As a CIM form, electronic sites possess unique advantages. The access to them is possible practically from all over the world and at all hours. Their information capacity is enormous. The information can be updated on a real time-basis and be represented in the colourful form, easy to understand. Finally, they are interactive: they can produce on the recipient of information an impression of the direct participation in the current events. No wonder that all more or less major IPR subjects have their personal sites, constantly upgrade them, and develop. (Let’s name e-mails of some of them: a site of the President of Ukraine – www.president.gov.ua, a site of the Ministry of Foreign Affairs of Ukraine – www.mfa.gov.ua, a site of the President of the USA – www.whitehouse.gov, a site of the Department of State of the USA – www.state.gov, a site of the President of Russian Federation – www.kremlin.ru, a site of the Ministry of Foreign Affairs of the Russian Federation – www.mid.ru.)

Whatever are the tasks of the CIM, whatever are the methods used to solve them, we cannot but neglect the following general requirements to the preparation and presentation of information:

1) a conscientious preparation of the information message;

2) a clear differentiation of the authorities of those who distribute the information;

3) a clear exposition of the information distributed.

Conscientiousness. Remember that “honesty is the best policy”, and use only true information. As a rule, all the risks, arisen as a result of the truth concealing and distribution of the false information, are non-profitable: sooner or later the truth reveals as well as the false information is exposed which does double harm to the reputation of the country, company, or political leader.

The authorities of those who distribute the information. We’ll talk below in a more detailed way about the dependence of the success of our contact with the foreign society upon the right choice of the “addressees” of our information messages. Here we just point out that as much important is a clear differentiation of those who will represent us, who will act on our behalf. Not to give this question a clear answer is to give way for serious troubles. Hypothetically speaking, only one authorized representative can act on behalf of any PR subject. All others should do their part on the given area of work in silence.

A clear exposition of the information distributed is one of the most obligatory requirement for all who perform the CIM tasks. A skillfully compiled message not only reduces the risk of misunderstandings of various kinds, but also shows culture and professionalism of the PR subject’s representatives.

In the process of the information interchange with a foreign audience we can face different problems which are usually the result of:

1) mistake in the choice of the recipient of information;

2) mistake in the choice of the behavioral forms of the contact with a foreign audience (eye contact, distance).

So, the first condition of the successful information interchange with a foreign audience is a right choice of the recipient. Communicator should know perfectly well what place his / her interlocutor takes in the group of foreign partners. It would be at the same time ridiculous and non-productive to try to solve serious problems with the uncommissioned representatives of the opposite side. Moreover, these attempts can insult those who really are in commission to do it.

The second condition of the successful information interchange with a foreign audience is a right choice of the behavioral forms of the contact with a foreign audience.

Even if you know perfectly well whom you message should be addressed to, you can have difficulties anyway. How to represent you message? How to attract the attention of the audience and keep it on the necessary level? How not to spurn a foreign audience because of your tactless if unpremeditated actions?

Eye contact with a foreign audience. In the Lecture # 1 when we spoke about the density of the different channels of the information perception, we have already pointed out the importance of the eyesight. Put in mind: all that we see (in particular, opposite looks of our interlocutors and listeners, their faces, gestures, etc.) make up more than a half of the information we get from people with whom we communicate. If our appearance and the way we look at the foreigner seem to him / her to be wrong (especially if the communication takes place in his / her native land), our stock to attract his / her favourable interest is low therefore.

In connection with the above-mentioned, it would be necessary to remind that according to their attitude towards the intensive eye contacts different cultures can be divided into three groups: “staring”, “less staring”, and “shy”. To the group of countries with a “staring” culture, for whom a long and intensive eye contact seems to be a norm, we can refer France, Italy, countries of the Middle East and Latin America. “Less staring” culture (long eye contacts happen only from time to time) is widespread in the USA, Scandinavia and Eastern Europe. Finally, “shy” people live in the countries of the East and South-East Asia. In this group Japan represents for us the most interesting example of the strained, negative attitude towards the frequent and long eye contacts.

Distance between a communicator and a foreign audience. Our respect for the particular representatives of foreign culture and its norms shows itself in our attitude towards the personal space of our foreign partners. The more “individualistic” is the culture, the wider is the personal space of the individual, the stricter are its boundaries, the less is the number of those who can freely cross these borders.

Image-making

Making of image is another mainstream of IPR.

As follows from its title, the current information management is aimed in the first turn at the events that happen, so to say, there and then. Obviously, in the majority of cases the CIM specialists have to work on a real time-basis. They do not have any permanent object of their attention (of course, except the interests of the structures they work for). The main task for these specialists is to deal with the burning issues of the day, to process and submit pieces of current “hot” information, and be ready that information policy can dramatically change the next day.

Image-makers are characterized by totally different time behaviour than other specialists; they solve totally different problems. Image – as an artificially created specific “image” of the PR subject – is notable for relative stability; it is able to produce again and again expected feelings and motives, almost irrespective of current events.

What endows the image with such a strong psychological impact? What is the mechanism of image making and “functioning” and how can this very mechanism be used in the sphere of IPR?

Translating the word “image” from English word for word, we get “image”, but our interpretation, of course, differs from that one used in philosophy and psychology. Philosophers and psychologists mean by “image” a reflection of some elements of the material world in the human mind, which arises in the course of reality perception and comprehension. A man perceives the world firstly with the help of his senses – it is the first step to the formation of the image. The isolated sensations, which we permanently get from the world around us, merge then into a compound mind concept of all the objects and processes that surround us. At a higher level – that is, at the level of thinking – concepts about single objects are formed into conceptions in which the general is separated from the particular. In the process of their evaluation and correlation with each other, opinions and conclusions are formed. Hidden in our mind, images are the complex combinations of all the above-mentioned products of sensory and intellectual activities of a man.

In contrast to a stereotype, the image, as a rule, brings to the forefront its artificial features which are not typical of the nature of its original. These features are chosen so as to make an artificial image of the object as attractive as it is possible. Consequently, we select for image-making only those features and qualities that are the most highly thought of in the given social environment.

A more active method of image-making presupposes the organization and holding of various important events, including so-called “special events” which are thought to show the wide opportunities and the achievements of the PR subjects to the public. It is obvious that the representation of the national or corporate achievements should be characterized by a much larger extent of credibility than a simple constructing of associations. If the specially arranged events do not meet the requirements of credibility, their organizers can be accused of dishonesty, juggling with facts, and – perhaps, it is the worst of all - the inability to do something really noteworthy.

However, the principal trend of image-making – that is, the use of the artificial qualities, features, and impressions – also makes itself felt here, side by side with the attempts to make the important events as credible as it is possible. Such a neighborhood is an indispensable condition for the success of the PR-activities. The events of this kind should have an extraordinary influence on public: they should produce deep, sometimes even indelible, impressions. Only in this case it can cause a wanted public reaction and implant in the mass mind a steady image which turns out to be much brighter than all the usual and current concepts of its bearer, whether it be a state, a company or a social organism. Any PR-activity receives such impact as a result of artificial selection of the facts and their grouping for the purpose of coming into the public mind as a bombshell.

Holding an exposition is, probably, one of the most effective methods of image-making.

International expositions. Holding expositions in order to enhance the national prestige has gradually become customary for a global practice as from the mid-nineteenth century, to be more precisely, since 1851 – it is the year of the first World Fair in London. In the nineteenth century the organizers of expositions show a strong desire to hit the fancy of the international public by something really unprecedented. For example, a creation of the unique for those times construction – the Eiffel Tower – was also commemorated to the opening of the World Fair in Paris in 1889. In the 20^th century the increasing technical and organizational capabilities made the expositions be even more powerful “weapon” of governmental and commercial IPR.

Sport competitions. The usage of the psychological potential of the international sporting competitions is a widely-used method of making of the national image. These events, filled with the spirit of competition, produce – at least for a short time – an impression of belonging to one and the same big “team”-state, who struggles violently against the other national teams. The sense of competitiveness in sport not only causes a surge of excitement, but also can give a handle for a pride in “our guys” and – what is especially important to us – inspire, voluntarily or not, a respect to the competitors, in case they win a victory. The reflection of sporting glory can sometimes eclipse some real defects in the state reputation. International society is told that, despite all the defects, the country, which gave the world the new champions or which managed to be successful in the role of the hostess during some important competitions, deserves a certain amount of acknowledgement and respect. No doubt, in terms of prestige the first place belongs to the Olympic Games.

Nevertheless, there have been long ago formed a special category of PR-activities – in the literal sense of the word, the special events – the organization of which has nothing but the image-making tasks in its basis.

Special events can be conducted, for example, in order to represent to the international society a unique culture of the country-maker of the image (say, the Year of the National Culture which is filled with festivals and tours of the folk groups). The first meeting with the unfamiliar or even totally unknown culture usually produces a strong impression on people. From here on in your memory lives something like a picturesque tourist card which again and again recalls the bright impressions of some places of interests seen before. It is quite possible that a closer acquaintance with the original will update our perception, but if the first impression was strong and, which is more important, positive, we can face a very important for the image psychological “halo effect”. It means that the pleasant memories will “illuminate” the current events with their “halo” in such a way that the disadvantages of the object you once liked are to be eclipsed and his advantages are to be “illuminated”.

PR-activities are not always some isolated from each other events. On the basis of some overall design special events can compose multi-pass PR campaigns The purpose of such campaigns is both: making a positive image of this or that subject as well as a correction of already established negative impressions of the subject. Such a correction can be exemplified by the attempts to correct the negative reputation of the Republic of South Africa in 1970.

Thus, despite the fact that the very nature of the image-making presupposes the addition of some artificial qualities to the image of the object, too large gap between reality and artificial image can make vain all the efforts of the image-makers. To the above-mentioned we can add that the success of the image-maker in the sphere of IPR also depends on his / her ability to tune in to “wave” of another culture. The process of image-making is a search for the attractive images and associations, and the awakening of positive emotions. If there is something alien to the foreign society in the specially created image, it will certainly not attract its representatives. In order to form an image which will, at least indirectly, refer to the values accepted by the foreign society, image-makers should know and understand them.

Many cultural dominants change in the course of time, some values lose their place in the category of absolute ones end and move into a lower level, sometimes they stop playing an important role in the society at all. In the contemporary world values which were firstly peculiar only to some particular cultures (Western, in the first place) become closer to people from other parts of the world. However, such “globalization” of values causes in many cases a defense reaction expressed by an effort to preserve at any cost their own values and give a sharp rebuff to all alien influences. All these factors do not make the work of the IPR-specialist easier. One of his / her overriding tasks is to “weigh” the value of different cultures and peoples so as to identify as precisely as possible the extent of importance of each of them in the life of their “possessors”.

As a starting point of such analysis we can use the scale of values created by the American scientists K. Sitaram and R. Cogdell (see Table III).

Table III

Ethno-cultural scale of values by K. Sitaram and R. Cogdell

Models proposed by Rokeach, Sitaram and Cogdell do not answer all the questions about the cross-cultural agreement of values in the process of the image-making. Nevertheless, they provide us with enough food for thought and give support for the further development of the considered problem.

Date: 2016-03-03; view: 653