Cognitive Aspects of Public Relations in the Conditions of Social Reform

The paper is devoted to the analysis of the existing approaches to the definition of PR in the conditions of social reform. Authors highlight the key concepts of public relations. Based on these approaches, we made attempt to show the general functions of public relations in the conditions of social reform. The formulated definition and the identified cognitive aspects of the RR-activity allow providing the proper understanding of the essence of public relations in the conditions of society. During the study of the main functions of the PR, we made the conclusion that analysis of cognitive aspects of PR leads to the interpretation to the world around us in order to establish harmony between the PR-subject and the target audiences.