Public Relations (PR) Focus on 'Middle Class': History and Modernity.

Abstract

The paper deals with the revealing Public Relations (PR) focus on «middle class». We proposed innovative approach to the concept of ’’middle class’’ and develop new term ’’PR-adapted class’’. The pr-adapted class is the most important from the PR point of view part of the middle class. It is enough large group of people which is opened for innovative PR-technologies, techniques, and approaches and perceived as the object of PR-activity. New kind of businessmen and businesswomen, higher and middle managers of international companies, representative of liberal ideology in structural of political power in Russia are "the core of PR-adapted class" in Russia. The have constable income which allows satisfying all needs. The periphery of the PR-adapted middle class is high-educated people who have own standard of consuming but their consciousness is enough adapted for the perception of innovative PR-ideas. We made the conclusion the proposed term "PR-adapted class" allow revealing PR sense of the concept "middle class" as it formed in XXI century.