THE ROLE OF PUBLIC RELATIONS IN CIVIL SOCIETY
This article examines how public relations shapes civil society in the digital age, with a focus on Uzbekistan in comparative
perspective. Drawing on Uzbek, Russian and international scholarship, as well as policy documents and practitioner reports, it
analyses PR practices in the United States, Western Europe, Central Asia and Uzbekistan. The study shows that PR functions as
key communication infrastructure for shaping public opinion, communicating reforms and managing crises, but its democratic
impact is strongly context-dependent. For Central Asia and Uzbekistan, the article argues that strengthening ethical standards,
transparency, relationship-building and media freedom is crucial for PR to support, rather than constrain, civil-society development.
1. Qosimova, N. (2014). Axborot xizmatlari uchun amaliy qo‘llanma: jamoatchilik bilan samarali muloqot. Toshkent,
Uzbekistan: BAKTRIYA PRESS.
2. Tursunova, S. (2024). Jamoatchilik fikrini shakllantirishda jamoatchilik bilan aloqalar o‘rni. Ijtimoiy-gumanitar fanlarning
dolzarb muammolari / Actual Problems of Humanities and Social Sciences, 4(3). Retrieved from
https://scienceproblems.uz/index.php/journal/article/view/1582
3. Taylor, M. (2000). Media relations in Bosnia: A role for public relations in building civil society. Public Relations Review,
26(1), 1–14. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0363811199000260
4. Taylor, M. (2010). Public relations in the enactment of civil society. In R. L. Heath (Ed.), The SAGE handbook of public
relations. Los Angeles, CA: SAGE Publications. Retrieved from https://us.sagepub.com/en-us/nam/the-sage-handbook-of-
public-relations/book232888
5. Institute for Public Relations. (2011). Measuring PR Impact. Institute for Public Relations.
https://instituteforpr.org/measuring-pr-impact/
6. Leading in Context. (2018). Trends in Ethical PR. https://leadingincontext.com/2018/05/09/trends-in-ethical-pr/
7. McNulty, E. J., & Marcus, L. (2020). Are You Leading Through the Crisis… or Managing the Response? Harvard Business
Review. https://hbr.org/2020/03/are-you-leading-through-the-crisis-or-managing-the-response
8. PRSA. (2018). What Lies Ahead for Public Relations in 2018. PRsay – The Voice of Public Relations.
https://prsay.prsa.org/2018/01/03/what-lies-ahead-for-public-relations-in-2018/
9. Wright, D. K. (2018). What Lies Ahead for Public Relations in 2018. PRsay – The Voice of Public Relations.
https://prsay.prsa.org/2018/01/03/what-lies-ahead-for-public-relations-in-2018/
10. Гавра, Д. П. (2024). Основы теории коммуникации (2-e изд., испр. и доп.). Москва: ЮРАЙТ. URL:
https://urait.ru/book/osnovy-teorii-kommunikacii-560775 urait.ru
11. Chamkin, A. (2017). Коммуникационные модели в культурном контексте. — (о культурной значимости PR-
коммуникаций). URL: https://rusneb.ru/catalog/000199_000009_006555438/ (дата обращения по вашему тексту)
12. Hon, L., & Grunig, J. (1999). Guidelines for Measuring Relationships in Public Relations. Institute for PR. URL:
https://instituteforpr.org (основные положения о важности долгосрочных доверительных отношений)
13. Emel’yanov, S. (2023). Современные практики PR. — (о прозрачности и этике в PR). URL: https://urait.ru/bcode/562963
(использовано в вашем анализе)
14. Zhiltsova, T. et al. (2024). Этика и коммуникация в PR. — (о современных этических стандартах коммуникации).
URL: https://urait.ru/bcode/555978 (упомянуто в вашем тексте)
15. Vylegzhanin, A. (2019). Teoriya i praktika pablik rileyshnz. https://znanium.ru/catalog/document?id=345575
16. Cacciatore, M. (2020). Measuring the Value of Public Relations. Athens Journal of Mass Media and Communications.
https://www.athensjournals.gr/media/2022-8-2-3-Cacciatore.pdf
17. Chumikov, A. (2016). Reklama i svyazi s obshchestvennost’yu: imidzh, reputatsiya, brend.
Copyright (c) 2025 «ACTA NUUz»
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.jpg)
1.png)
