Moskva, Moscow, Russian Federation
UDC 31
UDC 30
Russian Classification of Professions by Education 39.00.00
Russian Library and Bibliographic Classification 6
Russian Trade and Bibliographic Classification 7
To ensure long-term success in the market and create a memorable impression among consumers, the company needs to develop and maintain its unique corporate identity. This style should distin-guish the company from competitors, creating its own unique image. The analysis of activities for the formation and maintenance of corporate image using PR tools is important, because in the mod-ern world companies strive to become successful and developed, and this is almost impossible without a stable corporate image and culture of the enterprise. This is confirmed by the fact that "currently, every organization is striving to improve its position - they hire SMM specialists to de-velop social networks and websites, try to find marketers to present their company in the best light." The company's image is a firm representation of customers, partners and society as a whole about the company's prestige, the quality of its products and services, as well as the reputation of its man-agers. The company's image is formed as a result of the active actions of the company itself to cre-ate and adequately perceive its "face". At the same time, the image of the company affects the per-ception of its actions by consumers, their reaction to these actions. This article describes the goals, objectives and stages of the implementation of PR projects as a means to attract public attention to the company's activities and as a tool for communication with the public in the formation of a posi-tive image of the company.
PR-communication, PR-project, PR- activity
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