Kurban O. Diagnostics and Modeling of PR Processes

A pattern and fundamentals of operation of PR processes have been analyzed, a working model for a modern public relations theory has been developed, and results of and prospects for the application of techniques for the diagnostics and modeling of social communications processes have been addressed herein on practical examples. The historiographic research as part of the dissertation topic enabled to determine four basic academic and research approaches applied by national and foreign researches for the last two decades to study a range of problems related to PR processes. They include: A grassroots communication, social communication, social technologic and philosophic cultorological approaches. While studying the methodology of the dissertation topic, there was developed a conceptual model of a typical PR process with the operating name of "Information Merry-Go-Round" that takes into account all key constituents of complex social communications. There was also developed an operating model of the public relations theory based on fundamental points of the social technologies and social communication theories. The interaction of the specified two theories is possible within the coordinate system with the notion of PR Process in its center. An innovative constituent of this dissertation is the analysis of possibilities to apply quantitative methods in studying of PR processes. The specified methods have been solely developed by the defender of this dissertation and are represented herein following a specific research. These methods are divided into diagnostic and modeling ones by the nature of application.