ON THE QUESTION OF THE ROLE OF PR-PERSON IN CORPORATIVE CULTURE FORMATION: TEACHING AND CREATIVE ASPECTS

The article considers the problems of corporative culture management in contemporary Russia. The authors analyze the main factors which impact on transformation of corporative culture from collectivistic pattern to individualistic one. The authors point out that the main problems with the transition to a modern corporate culture in Russia include the general mismanagement, the underestimation of the importance of transparent standards of financial incentives, and the misunderstanding of the role of PR-specialists in the management of corporate culture. The authors consider the psychological problem of corporate climate optimization in terms of pedagogical function of PR-specialist. Also the take into account the possibilities of a creative approach for solving the problem of creating comfortable intra-corporate climate.

Authors: I. A. Bykov, M. E. Kudryavtseva

Direction: History of science, Education and Technology

Keywords: Corporative culture, public relations, internal communication, personal management, PR-person, psychological climate, creativity

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