Development of proposals for improving communications

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Uploaded: 22.10.2016
Content: 4205_диплом_rev0025_ap50_ver01.05.docx (169,58 kB)

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Diploma Development of proposals for the improvement of utilities communication policy (for example, "Lensvet" PMU)

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CONTENT
INTRODUCTION 3
1. Specific features of advertising and public relations in the public sphere 6
1.1. The concept, nature, and advertising and public relations functions of the public in government 6
1.2. Historical retrospective analysis of the use of communication technologies in the energy sector 16
1.3. Impact of energy industry on the specifics of its communication activities 23
2. COMMUNICATION POLICY SPB GUP "Lensvet" 34
2.1. Feature SPb SUE "Lensvet" 34
2.2. Analysis of St. Petersburg State Unitary Enterprise "Lensvet" in public relations 36
2.3. Recommendations for improving the activity of PR-department of State Unitary Enterprise "Lensvet" 42
CONCLUSION 55
REFERENCES 58


INTRODUCTION

The relevance of research. Translation of electric power from the vertically integrated structure of the semi in the market, the competitive environment dictates a radical change in approach to energy companies the organization of public relations and media.
Public Relations (public relations, PR) - a kind of administrative activity, which is to define, establish and maintain a mutually beneficial relationship between the company and those groups in society that affect the success or failure of its activities. For the successful conduct of PR-activity of the company is to ensure effective interaction with the media - a key source of information for all social groups.
First, we note that all of the energy company, started in the structural reform of the electricity need in building an effective system of public relations. Reform of the electricity sector has not changed the status as one of the most socially significant in the country. The emergence of private property owners in the generation and distribution companies has led to the fact that part of the social burden and the responsibility to ensure reliable and uninterrupted power rests on them. In these circumstances, only an effective PR makes it possible to inform all groups of interested parties.
In addition, almost all energy created in the walk reforms are public stock to attract credit resources, participate in the state program of modernization of the industry. Accordingly, the range of stakeholders with an interest in the prompt and full information on these companies is quite wide.
Another thing is that the PR - it is always auxiliary, service function, which should not be an end in itself. It is aimed at the most successful solution of key business objectives of the company. Given that the aims and objectives of post-reform structure of the electricity companies are different forms of PR-activities, methods and scales will also vary.
The structure, number of staff and functions depend on the objectives that the company sets the PR-department. At the same time the very existence of a dedicated PR-divisions in each power company is obligatory and indisputable condition.
In the energy sector reform large interregional energy company set up - network and generation. These companies require the organization of PR-activity at the federal, inter-regional level and at the level of specific regions of presence. At the same time, power supply companies, have fallen under the control of private owners, have become independent players in the regional markets. Accordingly, their PR-activity usually does not extend beyond the region of presence.
The purpose of research - Development of proposals for the improvement of utilities communication policy (for example, "Lensvet" GUP).
To achieve this goal it is necessary to solve the following tasks:
-rassmotret concept, essence and function of advertising and public relations in the state structures;
- Explore the historical and retrospective analysis of the use of communication technologies in the energy sector;
- Consider the impact of the specificity of the energy sector in its communication activities;
- To characterize the St. Petersburg State Unitary Enterprise "Lensvet";
- To analyze the activity

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