It discusses modern PR technologies, their differences from marketing, methods, and advantages

Аннотация

It discusses modern PR technologies, their differences from marketing, methods, and advantages. Also, the types of PR are explained. Keywords PR, PR technologies, advertising PR, internal PR, crisis PR, PR technologies - PR methods of achieving goals. Let's consider the main types of PR technologies and analyze what tools are suitable for them: Advertising (ideological) PR - Creates and supports a positive image of the campaign through media appearances. This technology helps to shape and convey the brand's image. The main goal of advertising PR is to increase brand awareness and maintain its reputation. Advertising PR tools: • Press Releases Helps journalists and the public deliver news quickly. • Media posts An article or interview strengthens trust. • Social media. Working with opinion leaders helps their copywriters quickly familiarize themselves with the brand. • Video and podcasts. Attracts attention and helps to tell interesting stories about the brand. • Videos and podcasts. It attracts attention and helps to tell interesting stories about the brand. Crisis PR - is aimed at managing reputation in conflict and other negative situations. The main task is to respond quickly to the problem and reduce damage to the image. Crisis PR tools: • Press releases and media materials. Status helps explain, tell the truth, and suppress gossip. • Social networks. Means of quick communication with the audience. In them, you can immediately answer questions and negative comments. • Video and podcasts. A format that helps to explain the situation accurately and openly, and to answer questions. Internal PR - maintains a positive atmosphere in the campaign and creates conditions for effective work. The goal is to foster a corporate culture that retains talented employees and increases their loyalty. Internal PR tools: • Organizing events. Meetings, team building, conferences unite the team and motivate employees. 148 ACADEMIC RESEARCH IN MODERN SCIENCE International scientific-online conference • Letters, messages. Letters and messages from management sharing campaign news, achievements, and plans. • Video and podcasts. Internal training materials can be created, employee achievements can be shared, and employee care can be provided. Errors in choosing PR tools. Errors in tool selection damage the brand's reputation. Let's consider them: 1.Incorrectly chosen tool. One of the main mistakes is the use of tools that do not correspond to the goal and audience. For example, they choose to promote the zumer clothing brand through print media, press releases, and other traditional methods. As a result, it loses its audience and becomes useless. The right tool in this case is to implement it through social networks and bloggers. 1.Only one weapon. Another mistake is using one tool while ignoring others. For example, if PR is built solely on patronage and charity, the brand can be monotonous and boring. 2.Bad idea. At the heart of any PR campaign is the message: "You deserve this." The idea lies. At Apple, "think differently," at Adidas, "there's nothing that doesn't happen." But if the campaign doesn't create a clear and understandable message, then its message will not find a positive place in the audience, the PR campaign will not achieve its goals, and the brand will lose credibility. 3.Poor Content Even in properly selected resources, low-quality or boring content doesn't attract the audience's attention. This can reduce the effectiveness of the PR campaign and reduce interest in the brand. In conclusion, PR tools serve to promote the brand and strengthen its reputation. It's possible to understand them and choose the right ones, but it's difficult: this requires knowledge and experience.