Modern PR-technologies in the management of organizations

Губіна, Алла Михайлівна and Нетреба, Маргарита Миколаївна and Хлєбнікова, Таліна Миколаївна (2021) Modern PR-technologies in the management of organizations Наукові перспективи, 11 (17). pp. 258-270. ISSN 2708-7530

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Abstract

The way for business entities to establish effective communication with the consumer is long, requires well-considered decisions and detailed work on the analysis of the strengths and weaknesses of the organization and their favorable presentation to other participants in the business environment. It is determined that PR-technologies, in the context of the stipulated aspects, are a necessity - a strategic direction of managing the company's potential. It is a set of tactical tasks to strengthen the potential of the business enterprise provides a permanent connection between the organization and the consumer. This confirms the relevance of the study of PR-activity as a direction of work on the reputation of the enterprise and maintaining consumer confidence in terms of intensification of business transformations and the occurrence of unpredictable changes in the enterprise. The scientific article is an original study of the conceptual foundations of modern PR- technologies in management as a strategic direction of managing the potential of the organization and maintaining a positive reputation in the market and in the minds of consumers. The research was carried out through the use of methods of comparison, abstraction, analysis and generalization, as well as tabular modeling. Information resources of the research are scientific works of modern researchers, materials of periodicals and electronic information resources. As a result of the research, the essence, specific features of PR-activity as a component of the business strategy of economic entities were determined. The principles of maintaining communication with the consumer and working with his idea of the organization are analyzed. The importance and role of PR-technologies in the management of the enterprise are generalized. The role of advanced digital and information and communication technologies in PR-activity and organization of cooperation with mass media is analyzed.

Item Type: Article
Uncontrolled Keywords: PR-technologies; management; reputation management of the organization; enterprise potential; marketing communications; efficiency; business strategy; information and communication technologies
Subjects: Статті у наукометричних базах > Index Copernicus
Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions: Інститути > Інститут журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User: Маргарита Николаевна Нетреба
Date Deposited: 06 Dec 2021 13:19
Last Modified: 06 Dec 2021 13:19
URI: https://elibrary.kubg.edu.ua/id/eprint/39319

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