THEORETICAL FOUNDATIONS AND TENDENCIES OF PR COMMUNICATION FORMATION

Abstract

The article analyzes the concepts of communication and PR, as well as their essence, due to the ways to effectively convey information to the target audience using PR technologies. The views of scientists on the functions and principles of Public Relations were also analyzed. The legal foundations of PR communications in our country are also touched upon. Consequently, PR communications include a wide range of strategies and tactics aimed at managing public opinion, creating building a positive image of the organization and maintaining relationships with various stakeholders. The article discusses examines its elements in detail. Also in public relations activities, the emphasis is placed on the fact that the primary task before public opinion is to study the public itself, that is, the target audience. After all Because, public opinion is a state of mass consciousness that presupposes a hidden or explicit attitude of various public associations to a problem, a real phenomenon and facts related to their interests and values. This is not only a set of individual opinions, but also a synthesis of a social character, various views, positions, assessments and opinions of the majority that arose as a result of discussions (greek synthesis — connection, folding addition, binding).