Biography of the leader PR

PR-documents-articles, interviews, biography, in addition to documents emanating from the organization, in PR activity, are also allocated documents emanating from a particular person or devoted to a particular person.

Such documents include an entertaining article, a case from life, an author’s article, a viewing article, an interview, a biography. Entertaining article. The material is stated in a light, unobtrusive, playful manner, which is freely perceived by the audience, and comes from a member of the organization, preferably known and having an appropriate image, openness, simplicity, sense of humor.

The article usually consists of a description, explanation and evaluation and is designed to submit information about the organization in a relaxed, exciting form. The article is written with the aim of possible publication in the media, so it should be attractive: to be not banal, to contain a useful experience that readers could adopt, contain important or interesting facts related to business, etc.

The case from the life of Case Story. Unlike an entertaining article, a certain problem is in the focus of such a story and its specific solution is proposed based on the experience of the narrator. For example, the head of the organization may describe a solution to a managerial problem or a consumer may share experience regarding the use of a certain product or service.

For such a material, the following scheme is usually proposed: - the problem that is relevant for the audience is described; - an approach to solving this problem is proposed; - describes the solution and advantages of such a solution; - The prospects for using the experience gained are described. Author's article by-liner. Usually such an article is written not by the leader himself, but by a PR specialist, and appears in the media signed by the leader, but some leaders prefer to write such materials themselves.

The author’s article is written on the painful problems that concern society with the aim of publishing in the media. For the leader, this is undoubtedly a great opportunity to express his position, as well as the very understanding of the problem. Some leading politicians and businessmen regularly use this type of communication to inform the public about their political or social position.

Sighting article Round-up. Unlike the previous ones, it does not be a pronounced personified nature, since it comes from an “independent” specialist in this professional field. The review article provides an current state and characteristics of a particular industry market and describes leading representatives of this industry or market. Such articles can initiate both the media and the organization itself.

Experts note such equipment as quite effective for ensuring publicity. It is especially important for small companies to participate in such reviews along with the leaders of the industry - this attracts the necessary attention to them. In the traditional sense, this type of communication is a conversation between the interviewer of the press representative with state or public figures on issues of public interest.

As a rule, the media is interested in obtaining information from first -hand emanating from the persons competent in this area. Experts distinguish several types of interviews: - an interview -monologist in a famous and significant person is revealed by his opinion on a specific problem; - Interview-dialogue is built in the form of questions and answers, characterizes the person- the hero of the material; - The interview is a pronounced the hero of the material is characterized by an interviewer who not only asks questions, but also makes his own comments and explanations; - A group interview is used mainly on television, involves participating in the discussion of several public, political and other figures.

Anna Arzumanyan D. Ignatiev, A. Beketov, F. Sarokvasha "Public Relations Table Encyclopedia".