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Types of PR. Depending on the purpose of PR and on whom it is oriented, there are several kinds of PR. The main types of PR are commercial and political PR.
Initially, the PR activity was directed solely at consumers. Programs of public relations, aimed to create a positive reputation of goods-producing firms, are still the most important area of PR. This is especially important while bringing new products to market, when it is necessary to convince wary consumers in the high reputation of the manufacturer.
The political public relations started to develop in the era of representative democracy, when the political leaders had to convince the broad audiences of voters to vote for them. Modern political PR is not confined to creating a positive image of individual politicians or political parties. In an era of globalization the international PR is developing, aimed at achieving mutual understanding between citizens of different countries, despite their cultural differences. The reputation of the country depends on its image, and foreign investors, public opinion in other countries react on it. Therefore, the work of modern diplomacy must include the organization of public events, praising the achievements and culture of their country.
There are also other types of Public Relations, which are named like the colors.
Black PR is the use of “black technologies” (fraud, forgery) to denigrate, destroy the rival party, group, etc.; spread on its behalf, offensive or economically dangerous statements, etc.
Yellow PR is the use of insulting to the majority of the state elements (taboo words in the title, the use of sexual content in the images etc.)
Grey PR is an advertising (positive or negative) which conceals its source. In contrast to the “black PR”, does not imply outright lies about the source origin. Also, under a gray PR it is sometimes understood a variety of indirect black PR, which does not contain the outright lies and aimed to the subconscious of recipient.
White PR. The name appeared in order to demonstrate the concept of a contrast to the black PR, and is an open advertising on the own behalf.
Brown PR is something close to neo-Nazi and fascist propaganda.
Green PR is socially responsible PR.
Viral PR – the term “virus” means the presence of autonomous proliferation. It is based on the needs of people to share interesting information with friends and acquaintances.
Social PR is an activity aimed at creating, supporting and developing the necessary (mostly positive) attitude. This field of PR traditionally includes social and charitable projects and programs for businesses and projects of public and nonprofit organizations (L’Etang 99-101).
The services of professional PR-agencies are actively used by government agencies to create a positive image in international relations and to support the economies. U.S. spends about $ 2 billion annually on state marketing and PR (Guth 478).
Public Relationships play a great role in business because it helps the complex, pluralistic society to make decisions and operate more efficiently by achieving mutual understanding among groups and institutions. It helps the harmonious combination of private and public interests.
The purpose of public relations is to change the public opinion. Thus, the company or a person who uses PR tries to improve his social image. At the same time in respect of competitors and adversaries, he may apply to “black PR”, created to tarnish their reputation, to change it in the worst strontium.