ZAMONAVIY TASHKILOTLARDA IMIJ SHAKLLANTIRISHNING METODOLOGIK ASOSLARI VA PR TEXNOLOGIYALARI

Аннотация

The article provides an in-depth analysis of methodological approaches and the importance of PR technologies in image formation of modern organizations. The main approaches to image formation, such as symbolic-emotional and substantive-essential, are comparatively studied. The author highlights the role of PR technologies in image formation, their systematic nature and complex characteristics. Also, the features and prospects of forming the organization's image in 81 the context of modern digital technologies are identified. The research results have scientific and practical significance for selecting effective approaches in planning and implementing PR activities. Keywords: image, PR technologies, organization, symbolic-emotional approach, substantive-essential approach, comparative-analytical approach, communication strategy, public, structural changes, digital technologies.