THE PROFESSIONAL STANDARDS AND SOCIAL RESPONSIBILITY IN THE FIELD OF THE PR-ACTIVITIES

Abstract

Purpose of the Article. The purposes of the article are to consider the ideas of the evolution, to study the sphere of professional activity and the model of the practice and ethical aspects of the public relations.  In addition, we are aimed at the analysis of the mechanisms of the implementation of social responsibility and the establishment of professional standards in the field of PR-activities. Methodology. The methodology of the research is based on the general scientific and special methods of the cognition. They are an analysis, a synthesis, a logical method and a method of generalization. Scientific Novelty. The scientific novelty of   the research consists in the introduction of the statement that the public relations technologies represent a universal «toolkit» for working with a free man. The presence of public relations technologies can be identified by the social links that can exist in the stable market economy, protected by the laws of the state. Conclusions. The analysis of the functions of public relations in the field of business shows that in general the process of organizing work in this area must consist of two main components: the development of a business structure’s strategy of public activity and its implementation. The Corporate Social Responsibility Programs should be considered as part of the corporate communications strategy that meets the tasks of public relations, which have to take into account the interests of both partners. The social responsibility policy expands the range   of the business structure’s communication capabilities of the public relations by introducing new tools of the interactions.