Abstract
The article discusses the development trends of the institution of public relations in Kazakhstan. The need to consider national characteristics in PR was noted. The mechanisms for solving problems in the field of communication, long-term interaction of various social structures are considered. The differences between the effects of PR and advertising, based on improving the image, have been described as ways to measure the effectiveness of PR. Problem-oriented and resource-based approaches to PR-activities were demonstrated. For campaign planning, a model set of motivation was proposed. The purpose of the article is to compare the necessary experience using PR-technologies and the analysis of key concepts. The technologies are the same all over the world, but the application of each of them depends on national characteristics. The use of PR-technologies should require to target audience. There were used theoretical approaches based on the description, control and comparison of subject analysis, document analysis, systematization and works of foreign scientists in the article. The main result of this article is that when using any advertising, the company is connected with potential buyers or service providers and invests in raising PR funds for an audience, which subsequently provides information to customers or service providers. The difference between advertising and PR con- tributes to the reliability of PR technologies. The value of the article. The article analyzes the effectiveness of PR and features of the development of the advertising market in Kazakhstan, and conducts a systematic review. In the article, the author discussed the development of the advertising market. Several successive stages of economic activity formation in Kazakhstan as a form of sociocultural order are analyzed. The advertising market is a developing segment of the national economy. There are a number of factors that have changed in the advertising market.