title: ÐÐ»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾-Ð¾ÑÐ¸ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐ°Ð·Ð¿ÑÐ¾Ð¼ Ð¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ°Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Charity as a tool for promoting a socially-oriented image (on the example of Gazprom pererabotka LLC)
Creators: name: ÐÐ¾ÑÐµÐ½ÐµÐ²Ð°, ÐÐ½Ð³ÐµÐ»Ð¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾-Ð¾ÑÐ¸ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÐ¹ Ð¸Ð¼Ð¸Ð´Ð¶
Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ
ESG
ÐÐ¡Ð
ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ ÐÐÐ Â«ÐÐ°Ð·Ð¿ÑÐ¾Ð¼ Ð¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ°Â»
socially-oriented image
charity
PR tool
CSR
Gazprom pererabotka LLC

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°ÐºÐ¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° ÐºÐ°Ðº Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð´Ð»Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾-Ð¾ÑÐ¸ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° PR Ñ ÑÐµÐ»ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð³Ð°Ð·Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐµÑÐµ, Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾-Ð¾ÑÐ¸ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð°ÑÐ¿ÐµÐºÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Â«Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÑÂ» Ð² ÑÐ°Ð¼ÐºÐ°Ñ Ð±ÑÐµÐ½Ð´-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹; ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÐÐÐ Â«ÐÐ°Ð·Ð¿ÑÐ¾Ð¼ Ð¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ°Â»; Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð°, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð²Ð½ÐµÑÐ½ÑÑ ÑÑÐµÐ´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ ÐµÐµ Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ; Ð²ÑÐ±ÑÐ°Ð½ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ Â«Ð Ð°Ð²Ð½ÑÐµÂ» ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿Ð»Ð°Ð½ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¸Ð¼Ð¸Ð´Ð¶Ð° ÐÐÐ Â«ÐÐ°Ð·Ð¿ÑÐ¾Ð¼ Ð¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ°Â» Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Â«Ð±Ð»Ð°Ð³Ð¾ÑÐ²Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÑÂ».
description: In this final qualifying work, the problem of using such a tool as charity for the formation of a socially-oriented image of an industrial company is con-sidered. The paper examines the use of this PR tool in order to promote the im-age of a gas company in the social sphere, the features of the formation of a so-cially-oriented image through charitable activities. The tasks that were solved in the course of the study: analysed the theo-retical aspects of the formation of the organizations image, as well as the use of the PR tool "charity" in the framework of brand communications; considered the communication activities of the organization Gazprom Pererabotka LLC; in-vestigated brand competitors, analysed the external environment of the compa-ny and its charitable activities; The charity project "Equal" of the company was selected and analysed, a plan of recommendations was developed to promote the social image of Gazprom Pererabotka LLC using this project as a tool of charity.