Public relations as sphere of activity determining and supporting standards of modern communication
In the discussion about the problems of modern communication, it seems, is dominated by opinion, putting into focus the problem of persuasion. Hence, the prospect of change (or keep) of position must persuade the compiler to initiate and continue the process of communication. Promotion, advertising, creation of popularity (publicity), finally, the daily contact in the plane of interindividual (interpersonal), obviously, bring a deeper subtext to a decline, abuse, "formation", etc. At the same time lose sight of that effective communication - a long-term communication, the nature of the exchange which involves the benefits of a reliable contact and support from both the sender and by the recipient. Of all the areas of communication used in business, politics and generally throughout society, only the sphere of public relations (PR), seems to be able to focus and to preach the goal of effective communication, based on mutual adjustment of all of the participating parties. Research, strategies, dialogues, leaning on a truthful foundation, recognition errors, flexibility, information exchange and community in achieving the goals - that's communication standards that are acceptable in the philosophy of communication. The goals and motivations in policy PR are not the exclusive expression of nobility of their creators and practitioners. So authoritative experts in the field of public relations have the knowledge that failure to comply with standards of communication is more specific losses, rather than achieving the goal.