RUDN Journal of Studies in Literature and JournalismRUDN Journal of Studies in Literature and JournalismВестник Российского университета дружбы народов. Серия: Литературоведение. Журналистика2312-92202312-9247Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)4192010.22363/2312-9220-2024-29-3-612-625GIOPUWJOURNALISMЖурналистикаResearch ArticleHow TV journalists perceive public relations: The case of KazakhstanКак тележурналисты воспринимают связи с общественностью: казахстанский кейсhttps://orcid.org/0000-0002-1230-1930FilipovMilenФилиповМилен

Ph.D. in Philosophy, Associate Professor, Head of the Department of Media and Communications, College of Social Sciences

доктор философии, доцент, заведующий кафедрой медиа и коммуникаций, Колледж социальных наук

mfilipov@kimep.kzKIMEP UniversityУниверситет КИМЭП1012202429361262511122024Copyright ©; 2024, Filipov M.Copyright ©; 2024, Филипов М.2024Filipov M.Филипов М.https://creativecommons.org/licenses/by-nc/4.0https://journals.rudn.ru/literary-criticism/article/view/41920

How do Kazakhstani tv journalists perceive public relations (the profession and the Pr specialists) in Kazakhstan? the problem was studied in Western european, north American, and south Asian contexts but not in the central Asian reality. globally, public relations (Pr) suffer from a tainted reputation and is perceived with a heavy negative connotation. this perception often leads journalists to hold Pr specialists in contempt and view the profession as serving particular private interests rather than the public good. this phenomenological research interviewed a purposive sample of 14 Kazakhstani tv journalists. data saturation was reached at the eleventh interview. the findings illuminated the auxiliary status of Pr compared to journalism, which enjoyed a higher status than Pr. However, press officers enjoyed higher esteem compared to Pr specialists. Press officers, often former journalists, were valued for their efficiency, literacy, honesty, openness, accessibility, and ease of communication. being humane, non-arrogant, and open to professional relationships were also essential qualities. Many Pr specialists in Kazakhstan were considered poorly qualified. the lack of journalistic experience among them hindered tv journalists from effectively working with them, as they often did not understand the rules and routines of media practice and how to adapt to media logic. Additionally, Pr specialists focused on profit whereas press officers focused on the public interest.

Тема взаимоотношений журналистов и специалистов по связям с общественностью (PR) активно изучалась в контексте Западной Европы, Северной Америки и Южной Азии. Автор предлагает другой регион - Центральную Азию, а именно Казахстан. Связи с общественностью страдают от испорченной репутации и воспринимаются с негативным оттенком. Такое восприятие часто заставляет журналистов относиться к PRспециалистам с неуважением и считать, что эта профессия служит конкретным частным интересам, а не общественному благу. В ходе феноменологического исследования автором проведены интервью с 14 казахстанскими тележурналистками. Насыщенность данных была достигнута на одиннадцатом интервью. Результаты свидетельствуют о вспомогательном статусе PR по сравнению с журналистикой, которая имеет более высокий статус. При этом оказалось, что сотрудники прессслужб пользуются большим уважением, чем PRспециалисты. Сотрудники прессслужб, часто бывшие журналисты, ценятся за эффективность, грамотность, честность, открытость, доступность и легкость в общении. Также была отмечена важность таких качеств, как гуманность, отсутствие высокомерия и открытость к профессиональным отношениям. Многие специалисты по связям с общественностью в Казахстане считаются недостаточно квалифицированными. Отсутствие у них журналистского опыта препятствует эффективному сотрудничеству, поскольку они зачастую не понимают правил и распорядка работы СМИ, не могут адаптироваться к медийной логике. Кроме того, как показало исследование, считается, что специалисты по связям с общественностью ориентируются на прибыль, в то время как сотрудники прессслужб - на общественные интересы.

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