The Social Construction of Reality.

Our society is made by ourselves. The process when it was made originates with the appearance of men.  

With his development started forming language which helps us to share information, habits, skills, experience with each other. With each era society was growing. Nowadays it goes hand in hand with technology and now society is well-developed and so closely associated with the various institutions that it is impossible to understand it without science called sociology. Sociology makes us know how man or groups interacting together. People who study the science help us to understand the structure, functions, signs of society in their scientific works or books. One of those people who focusing on crisis communication is Berger. 

Crisis Communication

In his own book translated for scholars by Heide Berger gave such a thing as a crisis communication. 

Since the beginning of human being we face with stable increasing amount of risk in modern society. Everyday we learn through the media about more and more human made crises. For example Heide gives to us bankruptcy of the American world’s leading electricity companies Enron. According to Heide this accident largely is a result of poorly established communication between organisation and its publics. So, it is very important to manage and hold good relations with society. I think, that this is only the one way which can resolve crisis situation. Because by two-way communication with public the organisation can: firstly, foresee possibility of crisis and secondly to take all possible steps for crisis development stop. But even if crisis began and gaining momentum companies do not get along without crisis communication.

Institutions

Heide also talks in his article about institutions. All institutions can exist or made only for 2 factors: institution need and support in society and availability of funds and resources for creation and support. For example, you can't build church if you don't have money. And also there is no sense to build a mosque in a place where all believers are Buddhists. Moreover institutions can be made for society regulation. They making rules and norms that control our actions. One of these institutions - police. The duties of the police are to ensure that laws and regulations are complied with and to take the necessary steps to prevent crime. So, if in society is no more crimes, there will be no need for a institution called police and finally it will stop to exist. 

My path to sphere of Public Relations

Introduction
The first lecture day has begun. I came into the Communication university building with another stereotypical thought: “Now will start a dull, boring lecture as all they are in general. And I must endure it during about three hours”. But this think has collapsed at a time when Tampere entered the lecture room.  She began joking. For example, about lectures in her youth ages. It was very interesting to listen to this. By doing this, she made me more interested in lecture continuation.

The comparison of a knife and propaganda.
Actually, this is the story I most remember from our director lecture. She told us, that people can use a knife differently. This depends on person’s intentions, aims and etc. Someone can use a knife for killing or robbering people, some for cooking or making crafts . The same way professionals use propaganda for their own purposes whether good or bad. In case of successful use of propaganda the founder is able to control emotions and minds of the people. The same situation is with knife.

Honesty, openness and responsibility.
 As it turned out, the ability to communicate is not the main thing in Public Relations. After a few lectures lecturers explained to us, that the most important PR specialist's qualities are honesty, openness, responsibility. But, judging by the work of some public relation specialists, i can say that they have forgotten about this rules or do not follow them. For example, i'll take well-known oil spill incident made by British Petroleum which was totally exacerbated by this firm public relation officer's dishonesty and closeness. If you wish, you can find more information about their failure in this article. After reading this i have come to next result: better not to lie or hide the truth, than to resolve  all the problems what dishonesty made. As the russians saying: "If you dig a hole for someone else you will fall into it".

Joep Cornelissen's models. 
From all of the three models i prefer the last, Translation model. I made this decision because of opportunity to cooperate with science and practice at the same time. In my view, practice and academic knowledge in total(Translation model) helps to resolve more problems than emphasis on theory(Conceptual and Instrumental models).  But the fact, that i prefer Translation model does not mean that this method is suitable for all problems resolving. Each specific issue requires its own model for solution reaching. In life this may be illustrated by screw principle. You can't unscrew the slotted screw with frearson screwdriver. In our case, by using Conceptual model you can't resolve that problem, what requires only Translation model.