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2 14 МОСКВА 2014

"Состояние национальной индустрии общественных связей". РАОС, 2014

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Состояние национальной индустрии общественных связей. Доклад Российской Академии Общественных Связей, 2014

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Page 1: "Состояние национальной индустрии общественных связей". РАОС, 2014

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Page 14: "Состояние национальной индустрии общественных связей". РАОС, 2014

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)5,9,, 'C(51 04/> '3 <-@?+69; (0-+: 6 D0(,'(065/'' ='6'-'3065//0C0 (9/<5, 406+('' <-'+/*06 ' 0340(06-+/'' (+7>-*5='' 0*(5)-'.

% /5?5-+ 2000-; J&#" 89-0 6945/0 150 «7(0D+))'0/5-./9; )+(*'D'<5*06» 6 08-5)*' )613+: ) 08F+)*6+//0)*.@, ?*0, >?'*9651 ,5)E*589 0*(5)-', )-+-4>+* 0=+/'*. <5< 80-++, ?+, )<(0,/9+ 70<535*+-'. % 2005–2006 C045; 89-5 7(+47('/1*5 7079*<5 (+0(C5/'3065*. )+(*'D'<5='0//9: 7(0=+)), *5< <5< ' 7(0=+4>(5, ' *(+8065/'1 < /+: 89-' 0=+/+/9 )008F+)*60, <5< )-589+ ' /+-7(0(580*5//9+. "4/5<0 >)'-'1 70 69-(580*<+ 7('+,-+,9; )+(*'D'<5='0/-/9; ,04+-+:, )70)08/9; (+E5*. 3545?' 7('6-+<5*+-./0)*' 4-1 6)+; >?5)*/'<06 0*(5)-' /5 /5='0/5-./0, >(06/+ — (580*/'<06, (580*045*+-+: ' 7(0D+))'0- /5-./9; 5))0='5=':, — *5< ' /+ 89-' 356+(E+/9.

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S57>)< )+(*'D'<5='0//9; 7(0=+4>( 16-1+*)1 3/5<069, )089*'+, 4-1 (0)-)':)<0C0 (9/<5, 04/5<0 4-1 '; E'(0<0C0 (5)7(0)*(5/+/'1 /+40)*5*0?/0 *0-.<0 6/>*(+//'; )*',>-06 )0 )*0(0/9 35'/-*+(+)065//9; 7(0D+))'0/5-06: 70->-?+/'+ )+(*'D'<5='' 40-A/0 )*5*. >)-0-6'+, 4-1 70)*(0+/'1 >)7+E/0: <5(.+(9 ' 89*. 60)*(+8065/0, 6 7+(6>@ 0?+(+4., (580*045*+-1,' ' <-'+/*5,'.

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"*(5)-+69+ (+:*'/C' 16-1@*)1 65A/9, '/)*(>,+/*0, 7069E+/'1 7(03(5?/0)*' 0*(5)-', )(+4)*60, ++ )*(5*'D'<5='': (+:*'/C 08+)7+?'65+* 0=+/<> ' 704-*6+(A4+/'+ <65-'D'<5='' >?5)*/'<06 0*(5)-' 4-1 <-'+/*06 ' )0345+* )')*+-,> 6/>*('0*(5)-+69; <00(4'/5* 4-1 ++ >?5)*/'<06.

# =+-.@ )0345/'1 H5='0/5-./0C0 (+:*'/C5 <0,,>/'<5='0//9; <0,75/': ( HJ2$ ), (580?51 C(>775, )0)*01F51 '3 7(+4)*56'*+-+: 6+4>F'; 7(0D+))'0-/5-./9; 5))0='5=': — &$"#, J&#", &$!J ' IABC, 5 *5<A+ 6+4>F'; 5C+/*)*6 (9/<5 )06,+)*/0 ) /+356')',9,' '))-+-4065*+-.)<',' <0,75/'1,', (53(580*5--' )00*6+*)*6>@F>@ ,+*040-0C'@ +C0 7(06+4+/'1.

!+*04'<5 (+:*'/C5 0)/065/5 /5 (+-3>-.*5*5; 07(0)06 ' <0/)>-.*5=':, 7(0-604'6E';)1 6 *+?+/'+ 2012 C045 )(+4' 7(+4)*56'*+-+: 7(0D+))'0/5-./9; 5)-)0='5=':, >?5)*/'<06 (9/<5. "/5 >?'*9-65+* ,/0A+)*60 D5<*0(06, ;5(5<*+('3>@- F'; 4+1*+-./0)*. <0,,>/'<5='0//9; <0,75/':. "7+(5*0(5,' HJ2$ 69)*>7'--' <0,75/'' «J2& J+:*'/C», «!+4'5-0-C'1» ' $O «%'35/*'1».

2/*+C(5-./51 ,04+-. D0(,'(065/'1 (+:*'/C5 70)*(0+/5 /5 ?+*9(+; /+356'-)',9; '/4'<5*0(5;, 7(' G*0,, G<)7+(*-/9, 7>*+, (53(580*?'<5,' ,+*045 89-' 7(+4-0A+/9 <0/<(+*/9+ >4+-./9+ 6+)5 4-1 <5A40C0 70<535*+-1.

% 0*-'?'+ 0* )>F+)*6>@F'; ,+A4>-/5(04/9; 7(5<*'<, HJ2$ >?'*965+* /+ *0-.<0 '*0C' D'/5/)060: 4+1*+-./0)*' <0,75/'', /0 ' ++ ,+4'55<*'6/0)*., 7(0-D+))'0/5-./9: 079* ' <65-'D'<5='@ 7+()0/5-5.

%5A/9, 08)*01*+-.)*60, D0(,'(0-65/'1 HJ2$ 16-1+*)1 7(040-A+/'+ 0*-(5)-+60: 4')<>))'' 0 ,+*040-0C'' HJ2$ 2013 ' /5 70)-+4>@F'+ C049. L-1 <00(-4'/5='' 45//0: (580*9 ' D0(,'(065/'1 (+:*'/C5 <0,,>/'<5='0//9; <0,75/': 6 2013 C04>, &<54+,'1 70 )6131, ) 08F+-)*6+//0)*.@ )D0(,'(065-5 H58-@45-*+-./9: )06+*.

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17

B$/-+,&0 $#%+"=0*$?$ %01#&,?+ 9$)).,&9+8&$,,;C +?0,#"#*

2/*+C(5-./9: (+:*'/C <0,,>/'<5='0/-/9; <0,75/': HJ2$ 2012 89- )0)*56-+/ /5 0)/06+ 45//9;, 70->?+//9; 70 ?+*9-(+, (53-'?/9, (+:*'/C5, ) >?+*0, '; >4+-./9; 6+)06:

• J+:*'/C <0,,>/'<5='0//9; <0,-75/': J0))'' 70 08M+,5, 8'3/+)5. I(0-604'-)1 <0,75/'+: «J2& J+:*'/C» 70 (+-3>-.*5*5, 45//9; <0,75/': 35 2012 C04. % <5?+)*6+ 0)/06/0C0 '3,+(1+,0C0 75(5,+*(5 ')70-.3>+*)1 7('89-. <0,75-/'' 0* <0,,>/'<5='0//0: 4+1*+-./0)*'. T4+-./9: 6+) — 30%.

• J+:*'/C ,+4'55<*'6/0)*' <0,-,>/'<5='0//9; 5C+/*)*6 J0))''. I(0-604'-)1 <0,75/'+: «!+4'5-0C'1» 70 (+3>-.*5*5, 2012 C045 /5 0)/065/'' /+356')',0C0 ,0/'*0('/C5 '/D0(,5-='0//0C0 70-1. ")/06/0: '3,+(1+,9: 75(5,+*( — !+4'52/4+<), 70<535*+-. <5?+)*6+//0C0 )0)*01/'1 '/D0(,5='0/-/0C0 70-1, D0(,'(>+,0C0 #!2 60<(>C <0,75/''. T4+-./9: 6+) G*0C0 70<535*+--1 6 '/*+C(5-./0, (+:*'/C+ — 10%.

• J+:*'/C «I(0D+))'0/5-./9: 079*». I(0604'-)1 $O «%'35/*'1»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«I(0D+))'0/5-./9: 079*» ',++* >4+-./9: 6+) 30%.

• J+:*'/C «$65-'D'<5='1 7+()0/5--5». I(0604'-)1 $O «%'35/*'1» 70 (+-3>-.*5*5, 2012 C045 ' )*(0'-)1 /5 >?+*+ /+)<0-.<'; 75(5,+*(06, 7(+40)*56-1+-,9; >?5)*/'<5,' (+:*'/C5: 08F++ <0-'-?+)*60 )0*(>4/'<06; <0-'?+)*60 )+(*'-D'='(065//9; )0*(>4/'<06; <0-'?+)*60 )0*(>4/'<06, ',+@F'; /5>?/>@ )*+7+/. '/'-' 7(+7045@F'; 6 69)E+: E<0-+, 6;041F'; 6 G<)7+(*/9+ )06+*9 ' A@('

7(0D+))'0/5-./9; 7(+,':, '38(5//9; 6 <0--+C'5-./9+ 0(C5/9 7(0D+))'0/5-.-/9; 08M+4'/+/':; /5-'?'+ 6 <0,75/'' )')*+,9 7069E+/'1 7(0D+))'0/5-.-/0C0 >(06/1 <54(06 — <0(70(5*'6/0C0 >/'6+()'*+*5 '-' )7+='5-./9; 7(0C(5,, 704C0*06<' )0*(>4/'<06.

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— -'4+(06 4+:)*6>@F'; 7(0D+))'0/5-.-/9; 08M+4'/+/':. H58-@45*+-./9: )0-6+* )*5- GDD+<*'6/9, '/)*(>,+/*0, 4-1 07+(5*'6/0C0 (+E+/'1 7(08-+,, 603-/'<5@F'; 70 ;04> 704C0*06<' (+:*'/-C06, 0/ )70)08)*6>+* (+E+/'@ )70(/9; ,+*040-0C'?+)<'; 607(0)06.

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"4/', '3 <-@?+69; 75(5,+*(06 0=+/-<' (536'*'1 0*(5)-' ' >(06/1 3(+-0)*' (9/<5 16-1+*)1 )0)*01/'+ 0*(5)-+60: '/D(5)*(><*>(9. S5 7(0E+4E'+ ) /5-?5-5 D0(,'(065/'1 6 J0))'' '/4>)*('' <0,,>/'<5='0//9; >)->C C049 6 G*0, /5-7(56-+/'' 7(04+-5/5 80-.E51 )+(.+3-/51 (580*5:

1. #D0(,'(065/0 ?+*9(+ 7(0D+)-)'0/5-./9+ 5))0='5='' 0(C5/'35=': ' )7+='5-')*06 6 08-5)*' 08F+)*6+/-/9; )613+:: J0))':)<51 &))0='5='1 70 )6131, ) 08F+)*6+//0)*.@ (J&#"), &)-)0='5='1 <0,75/': — <0/)>-.*5/*06 6 08-5)*' )613+: ) 08F+)*6+//0)*.@ (&$"#), &))0='5='1 4'(+<*0(06 70 <0,-,>/'<5='1, ' <0(70(5*'6/9, ,+4'5 J0))'' (&$!J), J0))':)<0+ 0*4+-+-/'+ International Association of Business Communicators (IABC|Russia).

I0,',0 D+4+(5-./9;, )<-54965@*)1 *5<A+ (+C'0/5-./9+ 7(0D+))'0/5-./9+ 08M+4'/+/'1: "(+/8>(C)<51 5))0='5='1 (536'*'1 )613+: ) 08F+)*6+//0)*.@, $(5)/01()<51 5))0='5='1 70 )6131, ) 08F+)*6+//0)*.@, K@,+/)<51 5))0='-5='1 )7+='5-')*06 70 )6131, ) 08F+-)*6+//0)*.@ ' /+<0*0(9+ 4(>C'+, )>F+-)*6065/'+ <0*0(9; )6'4+*+-.)*6>+* 08 5<*'6/0, (536'*'' '/4>)*('' <0,,>/'-<5='0//9; >)->C 35 7(+4+-5,' ,0)<06-

)<0C0 (+C'0/5 — ')*0('?+)<0C0 ,0/070--')*5 6 G*0: )D+(+.

J140, )0 63(0)-9,' 0(C5/'35='1,' )0345@*)1 '; ,0-04+A/9+ 5/5-0C'. K5<, 6 2001 C04> 603/'<5+* CERP-Students-Russia — (0))':)<51 6+*6. )*>4+/?+)<0C0 0*4+-+/'1 B6(07+:)<0: <0/D+4+(5='' 70 )6131, ) 08F+)*6+//0)*.@, 6 2003 — J0))':)<51 5))0='5='1 )*>4+/*06 70 )6131, ) 08F+)*6+//0)*.@ (J&##").

!0-04+A/9+ 5))0='5='' 5<*'6/0 )0*(>4/'?5@* ) «63(0)-9,'» 7(0D+))'-0/5-./9,' 08M+4'/+/'1,' ', *+, )5,9,, 6/0)1* )60: 6<-54 6 08+)7+?+/'+ <54(0-60C0 60)7(0'3604)*65 0*(5)-', 635',0- )613+: ,+A4> 08(53065*+-./0: )')*+,0: ' (9/<0, *(>45, 5 *5<A+ 6 (536'*'+ 7(0-D+))'0/5-./0: 7(++,)*6+//0)*' ,+A4> 70<0-+/'1,'.

2. #0345/0 /+)<0-.<0 7(0D+))'0-/5-./9; 7(+,'::

• # 1996 C045 6(>?5+*)1 )*5(+:E51 H5='0/5-./51 7(+,'1 «#+(+8(1/9: U>?/'<». % /5)*01F++ 6(+,1 (536'*'+ 70->?'-' (+C'0/5-./9+ 7(+,'' «#+(+-8(1/0C0 U>?/'<5», <0*0(9+ 7(06041*)1 60 6)+; D+4+(5-./9; 0<(>C5; <(0,+ #+-6+(0-S5754/0C0. S4+)., 6 )60@ 0?+(+4., ) 2000 C045 7(0604'*)1 6(>?+/'+ 7(+-

,'' #+6+(0-S5754/0C0 0*4+-+/'1 J&#" «PR085». # 2004 C045 <0/<>() PRoba 7(0604'*)1 )06,+)*/0 ) ,+A4>/5(04-/0: 5))0='5='+: IPRA ' /0)'* /5365/'+ PRoba-IPRA Golden World Awards. I0 )0-C-5E+/'@ ) IPRA, (580*9 708+4'*+-+: <0/<>()5 PRoba )*5/061*)1 >?5)*/'<5,' ,+A4>/5(04/0C0 <0/<>()5 5))0='5=''.

• P0-++ 4+)1*' -+* 7(0604'*)1 H5-='0/5-./51 I(+,'1 «!+4'5-,+/+4A+( J0))''», <0*0(51 6916-1+* ,+/+4A+(06 <0,,>/'<5='0//0: '/4>)*('', 408'6E';-)1 /5'80-++ 6945@F';)1 (+3>-.*5*06.

• # 2010 C045 ,+A4>/5(04/51 7(+-,'1 Gold Quill (IABC) 7(0604'* 7('+, (580* /5 (>))<0, 139<+, ?*0 40<53965+* 65A/0)*. (0))':)<0C0 (9/<5 )*(5*+C'-?+)<'; <0,,>/'<5=': 4-1 ,'(060C0 )0-08F+)*65 public relations.

• # 2000 C045 7(0604'*)1 04'/ '3 <(>7/+:E'; 6 J0))'' %)+(0))':)<': <0/<>() )*>4+/?+)<'; (580* 6 08-5)*' )613+: ) 08F+)*6+//0)*.@ «Q(>)*5-.-/9: 57+-.)'/».

• #-0A'-0). /+)<0-.<0 7(0D+))'0- /5-./9; <0,,>/'<5='0//9; 7-0F540< ' (+C>-1(/9; 0*(5)-+69; ,+(07('1*':.

• # 1996 C045 70 '/'='5*'6+ J&#" 7(0604'*)1 +A+C04/9: ='<- ,+(07('1-*': (D+)*'65-.) 704 08F', /5365/'+, «L/' PR 6 !0)<6+».

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20

• # 2001 C045 6 #5/<*-I+*+(8>(C+ <5A49: )+/*18(. 7(0;04'* !+A4>/5-(04/9: D0(>, PR-)7+='5-')*06 «The Baltic PR Weekend».

• H5(14> ) «80-.E','» D+)*'65-1,' 7(06041*)1 ' «,5-9+»: «L/' PR R+(/03+-,.1» (%0(0/+A), «L/' PR /5 VC+» (J0)*06-/5-L0/>), «L/' PR /5 B/')++» ($(5)/0-1()<), «L/' PR 6 W<>*''» (W<>*)<) ' 4(.

• H5?'/51 ) 2004 C045, 28 '@-1 6 J0))'' 0*,+?5+*)1 L+/. PR-)7+-='5-')*5.4

• % 2003 C04> 67+(69+ 6 )5,0)*0-1*+-./9: 8-0< 7(0D+))'0/5-./9; PR-,+(07('1*': D+4+(5-./0C0 >(06/1 69-4+-+/5 «#*>4+/?+)<51 PR-/+4+-1».

3. I(0D+))'0/5-./9+ #!2 — 7(0-8-+,/51 30/5 0*(5)-'.

B)-' '/)*'*>='0/5-./51 08M+<*'65-='1 0*(5)-' 35 6(+,1, 7(0E+4E++ ) ,0-,+/*5 )0345/'1 7+(60: 7(0D+))'0/5-.-/0: 5))0='5='', 7(046'/>-5). 67+(+4 6+).,5 )>F+)*6+//0, *0 '/D0(,5='0/-/51 ' *+0(+*'?+)<51 08M+<*'65='1 (53-6'65+*)1 )>F+)*6+//0 ,+4-+//++. Q0*1 < /5)*01F+,> 6(+,+/' 6 J0))'' 697>)<5-+*)1 40)*5*0?/0+ <0-'?+)*60 (/+)<0-.-<0 4+)1*<06 /5',+/065/': +A+C04/0) 0*+?+)*6+//9; ' 7+(+604/9; 7(0D'-.-/9; </'C — >?+8/'<06 ' >?+8/9; 70)0-

8':, )80(/'<06, ,0/0C(5D':,5 — 607(0) 0 (+)>()5; )06(+,+//0: ' 08/06-1+,0: '/D0(,5='' 70 <0,,>/'<5='0//9, *+;-/0-0C'1,, 0;65*965@F', 565/C5(4 (53-6'*'1 0*(5)-' ' 5<*>5-./>@ 7(5<*'<>, 0)*5+*)1 /+(+E+//9,.

K(54'='0//0 3545?> 08+)7+?+/'1 70)*01//0C0 '/D0(,5='0//0C0 08,+-/5 ' ;(5/+/'1 5<*>5-./0: '/D0(,5='' 6970-/1+* 0*(5)-+651 7+('04'<5, )>-F+)*6065/'+ ' )*+7+/. 7(0D+))'0/5-.-/0: 4'DD+(+/='5='' <0*0(0: 16-1+*)1 04/', '3 65A/9; '/4'<5*0(06 0D0(,--+/'1 0*(5)-'. # 1996 ' 67-0*. 40 2012 C045 0)/06/9, 0*(5)-+69, '345/'-+, 4-1 )7+='5-')*06 70 )6131, ) 08F+-)*6+//0)*.@ 89- A>(/5- «#06+*/'<», 04/5<0 < 2013 C04> 0/ 7(+<(5*'- )60+ )>F+)*6065/'+ 6 )613' ) /+40)*5*0?/9, D'/5/)'(065/'+,. I+(+)*5- 69;04'*. ' +A+,+)1?/9: )7+='5-'3'(065//9: A>(-/5- 08 '/*+--+<*>5-./0, 8'3/+)+ ' C>-,5/'*5(/9; *+;/0-0C'1; «#008F+/'+», 5 +F+ (5/++ — /5>?/0-707>-1(/9: A>(-/5- «PR-L'5-0C».

4 28 '@-1 2003 C045 !'/')*(0, *(>45 ' )0='5-./0C0 (536'*'1 JX 89-0 7047')5/0 70)*5/06-+/'+ 0 6/+)+/'' <65-'D'<5='0//9; ;5(5<*+(')*'< )7+='5-')*06 70 )6131, ) 08F+)*6+//0)*.@ 6 "$ILKJ. J+C')*(5='1 7(0D+))'' «)613' ) 08F+)*6+//0)*.@» )*5-5 '*0C0, (580*9, /5?5*0: 70 '/'='5*'6+ J&#" 6 2001 C.

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5 H5'80-++ 70-/9:, '3 ',+@F';)1 6 0*<(9*0, 40)*>7+ 5(;'606 0('C'/5-./9; (580* ' 7+(+60406 70 7(0D'-./0: *+,5*'<+ («PR-P'8-'0*+<5»), ',++*)1 /5 )5:*+ ,+A4>/5(04/0C0 7(+))-<->85 (www.pr-club.ru), C4+ 6 2013 C. 89-0 )08(5/0 80-++ 1000 G-+<*(0//9; 6+()': 7(0D'-./9; ,5*+('5-06.

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21

% )*(5*+C'?+)<0: 7+()7+<*'6+ *5-<51 )'*>5='1 16-1+*)1 /+7('+,-+,0: —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«7(0-6'/='5-'35=''» (D0(,'(065/'@ «,+-)*+?<069; )*5/45(*06 4+1*+-./0)*'»).

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#613' ) 08F+)*6+//0)*.@ <5< 7(0D+)-)'1 16-1+*)1 04/0: '3 )5,9; 707>-1(/9; )(+4' ,0-04+A', 70->?5@F+: 69)E++ 08(53065/'+ 6 08-5)*' ,+/+4A,+/*5 (030700 — «J+<-5,5 ' )613' ) 08F+)*6+/-/0)*.@» — <65-'D'<5='1/)*+7+/. — 85<5-56( ' 031600 «J+<-5,5 ' )613' ) 08F+)*6+//0)*.@» — <65-'D'<5='1/)*+7+/. — 85<5-56( ' ,5C')*(). % /5)*0-1F++ 6(+,1 6 J0))'' 127 6>306 C0*061* )7+='5-')*06 70 /57(56-+/'@ «J+<-5,5 ' )613' ) 08F+)*6+//0)*.@»6, +A+C04/0 (9/0< *(>45 7070-/1@* /+)<0-.<0 *9)1? 697>)</'<06.

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N*0, 6 )60@ 0?+(+4., 16-1+*)1 7('-?'/0: *0C0, ?*0, /+),0*(1 /5 /5-'?'+ E'(0<0: 7(0D'-./0: 08(53065*+-./0: '/D(5)*(><*>(9, 6 0*(5)-. 7(040-A5-+*)1 7('*0< ,0-049; -@4+:, 70->?'6-E'; 853060+ C>,5/'*5(/0+ 08(53065/'+ (D'-0-0C'?+)<0+, ')*0('?+)<0+, D'-0-)0D)<0+) ' 0)65'65@F'; 7(0D+))'@ 6 7(0=+))+ 7(5<*'?+)<0: 4+1*+-./0)*'. I(040-A5+*)1 ' 5<*'6/9: 7+(+*0< <54- (06 '3 A>(/5-')*'<' 6 )D+(> <0,,>/'<5-=': — ',+//0 A>(/5-')*9 )*5-' 8530: D0(,'(065/'1 <54(060C0 70*+/='5-5 7(0D+))'' 6 /5?5-+ ++ D0(,'(065/'1 6 J0))''. K5<', 08(530,, ,0-049+ )7+-='5-')*9, /+ ',+@F'+ 7(0D'-./0C0 08(53065/'1, )0)*56-1@* )+(.+3/>@ <0/<>(+/='@ 697>)</'<5, 7(0D'-./9; <5D+4(, ' 35?5)*>@ (5)),5*('65@*)1 (5-80*045*+-1,' <5< 80-++ 7(+470?*'*+-.-/9: 6980(. "/' A+ D0(,'(>@* )+C04/1 5<*'6/9: 357(0) /5 56*0('*+*/>@ )')*+-,> 7(0D+))'0/5-./0: )+(*'D'<5='', <0-*0(51 )70)08/5 704*6+(4'*. '; 7(0D+)-)'0/5-./>@ 3(+-0)*..

3.1. ;,2)#5*4 <#'%&3(,/ #'),"/(

6 #0C-5)/0 0D'='5-./9, 45//9, 0 ?-+/)*6+ 6>306 6 T?+8/0-,+*04'?+)<0, 08M+4'/+/'' 70 45//0: )7+='5-./0)*' — http://www.mgimo.ru/science/757/docs/document8973.phtml.

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H+),0*(1 /5 *0, ?*0 )')*+,5 7(0D'-.-/0C0 69)E+C0 08(53065/'1 6 J0))'' 35-(04'-5). 6 *0* A+ )5,9: 7+('04, ?*0 ' (9/0<, ,+A4> '/4>)*('+: ' )')*+,0: 08(53065/'1 /+ 603/'<-0 7(0?/0C0 5-.1/)5. B)-' >)'-+/'+ 5<54+,'?+)<0: )0)*56-1@F+: 08(53065/'1, <0*0(51 60)*(+8065/5 (9/<0,, — 3545?5, ) <0-*0(0: 6>39 ,0C>* ' 40-A/9 )7(56'*.)1 )5,0)*01*+-./0, *0 6 (536'*'' 7(5<*'?+-)<0: <0,70/+/*9 6 08>?+/'' 7(0D+))'0- /5-./0+ )008F+)*60 — G*0 +4'/)*6+/-/9: 75(*/+(, /5 <0*0(0C0 69)E51 E<0-5 ,0A+* (5))?'*965*.. T /+40)*5*<5 7(5<-*'?+)<0: <0,70/+/*9 6 08>?+/'' ',+-@*)1 )60' <0(/'. P>4>?' 69;04=5,' '3 5<54+,'?+)<0: )(+49, 6>306)<'+ 7(+70-4565*+-' 6 0)/06/0: ,5))+ /+40)*5*0?/0 6-54+@* 7(5<*'<0:. "4/5<0 )>F+)*6>@* 85(.+(9, <0*0(9+, /+),0*(1 /5 )*(+,--+/'+ 6>306 < '/*+C(5='' 7(5<*'<>@F'; )7+='5-')*06 6 >?+8/9: 7(0=+)), /+ 70-360-1@* 4+-5*. G*0 GDD+<*'6/0. I(5<-*'<' 7-0;0 3/5<0,9 ) O0)>45()*6+//9, 08(53065*+-./9, )*5/45(*0,, /+ 6-54+-@* )06(+,+//9,' *(+8065/'1,' ' ,+*0-4'<0: 7(+704565/'1, /+ ',+@* /569<06 70)*(0+/'1 >?+8/0C0 <>()5 ' 0=+/<' 70-

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Q5(5<*+(')*'<5 PR <5< >?+8/0: 4')-='7-'/9 45/5 6 X+4+(5-./0, C0)>45(-)*6+//0, 08(53065*+-./0, )*5/45(*+ 69)E+C0 7(0D+))'0/5-./0C0 08(530-65/'1, 7('/1*0, !'/')*+()*60, 08(5-3065/'1 ' /5><' PX 14 1/65(1 2007 C045 70 <65-'D'<5='' 85<5-56(5 — 6 «)*5/-45(*+ 6*0(0C0 70<0-+/'1» ' 14 1/65(1 ' 29 ,5(*5 2010 C045 70 <65-'D'<5='1, 85<5-56(5 ' ,5C')*(5 — 6 «)*5/45(*+ *(+*.+C0 70<0-+/'1».

% G*'; )*5/45(*5; 07(+4+-+/9 )*(><-*>(/9+ 8-0<' 4')='7-'/: D+4+(5-./9: <0,70/+/*, /5='0/5-./0-(+C'0/5-./9: (6>306)<':) <0,70/+/*, 4')='7-'/9 70 6980(> )*>4+/*5 ' D5<>-.*5*'6/9+ 4')-='7-'/9. L')='7-'/9 ' <>()9 70 6980-(> 40-A/9 )04+(A5*+-./0 4070-/1*. 4')='7-'/9, ><535//9+ 6 D+4+(5-./0, <0,70/+/*+ ='<-5.

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