PR COMMUNICATION: THEORETICAL AND PRACTICAL MANIFESTATIONS AND LEGAL AND ETHICAL FOUNDATIONS

Аннотация

this article examines the concept of Public Relations (PR) communication by exploring its theoretical underpinnings, practical applications, and the legal and ethical principles that shape it. The study provides an overview of PR communication as a strategic tool for building and maintaining mutual understanding between organizations and their audiences. It discusses the evolution of PR theories, the modern methods and techniques applied in practice, and the role of digital technologies in enhancing communication efficiency. Furthermore, the article emphasizes the importance of adhering to legal regulations and ethical standards, highlighting challenges such as misinformation, privacy concerns, and transparency. Keywords: Public Relations, PR communication, communication strategies, legal framework, ethical standards, digital media, organizational image, transparency, stakeholder engagement. The term “communication” was introduced into circulation at the beginning of the 20th century and is currently being used to describe a socially conditioned process of transmitting and receiving information in the context of interpersonal and mass communication through various information channels using different communicative means. There is no single, popular definition of the term “communication”. The Latin word “communication” and its root “communico” have several meanings. Communication is also interpreted as a process of meaningful interaction between people. In the Uzbek language, it means news, I generalize, I connect. However, not every message can be communication. Because communication does not occur because the essence of the transmitted information is unclear. The most important aspect for these media is the need to study not only what information is transmitted through these media, but also in what form, at what speed, the process of transmitting, displaying, and broadcasting it in electronic technical means. Information is required to be understandable, acceptable, and distinguished by its effectiveness and credibility. In this regard, among the sciences that specialists in this field study communication are kinesics (from Ancient Greek κίνησις – “movement” in the Uzbek language. The study of the reflection of human behavior in non-verbal manifestations), hermeneutics (in Ancient Greek ἑρμηνευτική – in Uzbek “the art of interpretation”). In the book “Modern Theories of Mass Communications” by I. P. Yakovlev, various approaches to the study of communication theory are analyzed. It lists the following approaches: - system approach – information source, information coding, transmission channel, noise, recipient and feedback; - semiotic approach – understanding the meaning of the source of information and the recipient through the encoding and decoding of information; - discursive approach, etc. 32 According to the researcher, it is the discursive approach that is important for PR activity and determines the “rules of the game” in public relations. “Discourse is a social process… it is studied as a product of argumentative discussion on a particular issue”. It is this aspect that has contributed to the development of PR communications in Uzbekistan over the past five or six years. This, in turn, this created the basis for further increasing the importance of information services of state organizations and expanding their functions. Including the legal basis of spheres based on PR communication has been strengthened. The Law of the Republic of Uzbekistan “On Openness of the Activities of State Authorities and Administration” was adopted on May 5, 2014, and the legal basis for the information service of state authorities and administration was established. Article 10 of the law defines the information service as “a structural subdivision of state authorities and administration bodies that performs the tasks of preparing and disseminating information about their activities, as well as ensures cooperation with mass media and the public, or a person entrusted with the performance of these functions, is the information service of state authorities and administration”. The Law of the Republic of Uzbekistan “On Openness of the Activities of State Authorities and Administration Bodies” was adopted on May 5, 2014, establishing the legal basis for the information service of state authorities and administration bodies. Article 10 of the Law defines the information service as “a structural unit of state authorities and administration bodies that performs the tasks of preparing and disseminating information about their activities, as well as ensuring cooperation with mass media and the public, or a person entrusted with the performance of these functions, is the information service of state authorities and administration bodies”. The effectiveness of communication depends on a number of factors, which are the main indicators of the process of establishing public relations. For example, finding a well-known communicator, tr