THE USE OF PR-TECHNOLOGIES AS A MARKETING COMMUNICATIONS TOOL FOR THE PROMOTION OF THE COMPANY
Authors:   State University «Uzhhorod National University», Zelic Victoria 
Published: May 2022

The significance, role and functions of PR-technologies at the enterprise are investigated, the urgency and directions of image formation of the modern enterprise are determined. Public relations is an integral part of any modern enterprise, and without PR-technology, ironing, advertising, smm, marketing іnternet communications today can not do any company on the market, because these tools are the main elements of image formation, creation and maintenance and the reputation of the enterprise. Recommendations on the use of modern methods of PR-technologies are formed, traditional and non – traditional methods of promotion are analyzed. A model of using traditional and non – traditional tools of PR-technologies to promote the company on the market is proposed. The mechanism-model for modern directions of PR-activity of the company for realization of an effective communicative policy of the company during changes of market conditions of management, namely СОVID-19 pandemic is created. The main purpose of developing a communication strategy at the enterprise and PR of the enterprise is to form appropriate communication links with the external and internal environment of the organization, create, form and maintain image, business reputation, maximize profitability and maintain the level of competitiveness and brand promotion. There is a strong competition for it’s target consumer, and the formation of it’s interest rate in the market. Therefore, the formation of an appropriate communication model and strategy in the market with the use of appropriate elements of digital marketing and tools of PR-technology is becoming an urgent problem for businesses in modern business conditions. According to the author, the term PR-technology is a multifaceted concept that includes methods and tools that directly affect the activities of the enterprise, namely brand awareness, information, reputation and image, includes the following components and tasks: methods, tools and instruments for building a social-communicative strategy of the enterprise in the market; study of public opinion and consumer awareness management with the help of PR tools; is engaged in the analysis and research of public opinion; monitors, analyzes and influences public opinion and public relations; uses the media, advertising, propaganda, digital-marketing to build communication links; creates, forms and promotes the company's brand on the market; formation and maintenance of a positive image of the enterprise; formation of bilateral social and communicative relations with all stakeholders of the enterprise: mass media, consumers, own personnel, authorities, suppliers, intermediaries, narrow and general public, opinion leaders, public organizations, banks. Thus, the research material shows that to constantly improve the effectiveness of marketing and communication strategy of the organization it is advisable to use both traditional methods and non-traditional tools of marketing communications and PR-technologies, only a successful symbiosis of these methods can guarantee brand awareness and influence.