Representation of Sociocultural Processes Through Public Relations Tools
Authors: Solomin Yevhen , Rusynko-Bombyk Liubov , Sanakuiev Mykola 
Published: July 2024

Communication capabilities have led to the emergence of new phenomena in mass culture: new methods of advertising, marketing, and public relations, the effects of which have determined the commercial success of companies and the formation of perceptions of their products and services. Mass communication’s informational and expressive power significantly impacts the reputation of certain individuals and political parties, making up the reputational potential of different regions and countries.
The national consciousness formation is, of course, not the elimination of already formed concepts, opinions, and habits, but a change in their direction. Public relations maintains harmony between prominent figures of the era, lays the foundation for further development of the national economy, influences public consciousness and consumption, and guides and changes the human subconscious. Therefore, this topic is crucial for our society.
The purpose of the article is to characterize the sociocultural processes with the help of public relations.
Research methods. The study is based on some general theoretical methods, principles, and approaches. The following methods were used to achieve the goal and solve the research objectives: theoretical, in particular, generalization of theoretical data; comparison; synthesis – to determine the essence and mechanisms of the PR tool that has an impact on sociocultural processes.
Scientific novelty. The novelty of this study is to clarify the concept of “public relations” and to highlight the use of public relations tools in the sociocultural sphere. PR is a dynamic development that affects the process of informing people and strengthening and adjusting different views on global issues. Therefore, there is a growing need for information exchange to improve mutual understanding and interaction between different groups of people in different regions and countries. In addition, the growth of mutual information and communication links in the international community necessitates strengthening international security and cooperation. The development of digital technologies facilitates the work of public relations professionals. New tools have emerged to process large amounts of data, facilitate professional life, and automate certain processes. One of the key features of progress in the field of public relations is the automation and sometimes the autonomization of work processes.
Conclusions. The activities of public relations in the field of culture as intercultural mass communication are connected with globalization, in particular migration processes. When representatives of different faiths have a sufficient amount of self-organization in the social sphere, ethnic, religious, and intercultural exchanges will naturally take place. With the intensification of immigration processes and the emergence of new media, the need for comprehensive public relations work is becoming a reality, especially in cities where immigrants make up more than a third of the population.