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SPECIAL PR EVENTS AS SUPPORT TOOLS IN THE DIGITAL COMMUNICATIONS SYSTEM

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Title: SPECIAL PR EVENTS AS SUPPORT TOOLS IN THE DIGITAL COMMUNICATIONS SYSTEM
Source: Economies' Horizons; No. 2(31) (2025): Economies’ Horizons; 170-178
Економічні горизонти; № 2(31) (2025): Економічні горизонти; 170-178
Publisher Information: Уманський державний педагогічний університет імені Павла Тичини, 2025.
Publication Year: 2025
Subject Terms: digital communications, marketing communications, digital-комунікації, PR tools, інструменти PR, бренд, marketing channels, імідж, маркетингові канали, медіаканали, brand, digital-маркетинг, digital marketing, маркетингові комунікації, image, media channels
Description: The article comprehensively explores the role of special PR events as an effective tool for supporting a brand, building its reputation, and building sustainable communication ties with a target audience in a rapidly growing digital environment. It is emphasized that modern PR strategies are increasingly integrated into digital communications, which requires the introduction of new approaches to planning, implementing, and evaluating the effectiveness of events. The study analyzes the key stages of preparing and conducting special PR campaigns, including identifying target audiences, a well-founded choice of communication channels, creating creative content, and organizing interaction with the media and opinion leaders. Special attention is paid to the advantages of combining offline and online activities, which in modern conditions allows significantly increasing the effectiveness of a communication strategy. This approach provides a wider reach, deeper audience involvement, and helps achieve a synergistic effect through the interaction of different formats for presenting information. The article provides examples of successful use of various formats of special PR events, such as offline events, webinars, online flash mobs, virtual conferences, interactive campaigns on social networks, demonstrating their effectiveness in building a positive brand image and strengthening its competitive position. It is concluded that in the context of digital transformation, special PR events perform not only an informative function, but also become a strategic tool for forming long-term emotional connections between the brand and the consumer, increasing the level of trust, loyalty and active involvement of the target audience
Досліджено роль спеціальних PR-заходів як ефективного інструменту підтримки бренду та комунікації з цільовою аудиторією в умовах цифрового середовища. Проаналізовано особливості планування та реалізації таких заходів у межах діджитал-стратегій. Наголошено на важливості інтеграції офлайн-активностей з онлайн-комунікаціями для досягнення максимального ефекту. Розглянуто приклади успішного використання спеціальних PR-інструментів у цифровому просторі. Зроблено висновок, що спеціальні PR-заходи стають потужним засобом формування лояльності, довіри та емоційного зв’язку між брендом і споживачем
Document Type: Article
File Description: application/pdf
Language: Ukrainian
ISSN: 2522-9273
2616-5236
Access URL: http://eh.udpu.edu.ua/article/view/332322
Rights: CC BY NC
Accession Number: edsair.scientific.p..19b25f54acefa5edd2ac3c89a97bc3be
Database: OpenAIRE
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  Data: SPECIAL PR EVENTS AS SUPPORT TOOLS IN THE DIGITAL COMMUNICATIONS SYSTEM
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  Data: Economies' Horizons; No. 2(31) (2025): Economies’ Horizons; 170-178<br />Економічні горизонти; № 2(31) (2025): Економічні горизонти; 170-178
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  Data: Уманський державний педагогічний університет імені Павла Тичини, 2025.
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  Data: 2025
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  Data: <searchLink fieldCode="DE" term="%22digital+communications%22">digital communications</searchLink><br /><searchLink fieldCode="DE" term="%22marketing+communications%22">marketing communications</searchLink><br /><searchLink fieldCode="DE" term="%22digital-комунікації%22">digital-комунікації</searchLink><br /><searchLink fieldCode="DE" term="%22PR+tools%22">PR tools</searchLink><br /><searchLink fieldCode="DE" term="%22інструменти+PR%22">інструменти PR</searchLink><br /><searchLink fieldCode="DE" term="%22бренд%22">бренд</searchLink><br /><searchLink fieldCode="DE" term="%22marketing+channels%22">marketing channels</searchLink><br /><searchLink fieldCode="DE" term="%22імідж%22">імідж</searchLink><br /><searchLink fieldCode="DE" term="%22маркетингові+канали%22">маркетингові канали</searchLink><br /><searchLink fieldCode="DE" term="%22медіаканали%22">медіаканали</searchLink><br /><searchLink fieldCode="DE" term="%22brand%22">brand</searchLink><br /><searchLink fieldCode="DE" term="%22digital-маркетинг%22">digital-маркетинг</searchLink><br /><searchLink fieldCode="DE" term="%22digital+marketing%22">digital marketing</searchLink><br /><searchLink fieldCode="DE" term="%22маркетингові+комунікації%22">маркетингові комунікації</searchLink><br /><searchLink fieldCode="DE" term="%22image%22">image</searchLink><br /><searchLink fieldCode="DE" term="%22media+channels%22">media channels</searchLink>
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  Data: The article comprehensively explores the role of special PR events as an effective tool for supporting a brand, building its reputation, and building sustainable communication ties with a target audience in a rapidly growing digital environment. It is emphasized that modern PR strategies are increasingly integrated into digital communications, which requires the introduction of new approaches to planning, implementing, and evaluating the effectiveness of events. The study analyzes the key stages of preparing and conducting special PR campaigns, including identifying target audiences, a well-founded choice of communication channels, creating creative content, and organizing interaction with the media and opinion leaders. Special attention is paid to the advantages of combining offline and online activities, which in modern conditions allows significantly increasing the effectiveness of a communication strategy. This approach provides a wider reach, deeper audience involvement, and helps achieve a synergistic effect through the interaction of different formats for presenting information. The article provides examples of successful use of various formats of special PR events, such as offline events, webinars, online flash mobs, virtual conferences, interactive campaigns on social networks, demonstrating their effectiveness in building a positive brand image and strengthening its competitive position. It is concluded that in the context of digital transformation, special PR events perform not only an informative function, but also become a strategic tool for forming long-term emotional connections between the brand and the consumer, increasing the level of trust, loyalty and active involvement of the target audience<br />Досліджено роль спеціальних PR-заходів як ефективного інструменту підтримки бренду та комунікації з цільовою аудиторією в умовах цифрового середовища. Проаналізовано особливості планування та реалізації таких заходів у межах діджитал-стратегій. Наголошено на важливості інтеграції офлайн-активностей з онлайн-комунікаціями для досягнення максимального ефекту. Розглянуто приклади успішного використання спеціальних PR-інструментів у цифровому просторі. Зроблено висновок, що спеціальні PR-заходи стають потужним засобом формування лояльності, довіри та емоційного зв’язку між брендом і споживачем
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  Data: <link linkTarget="URL" linkTerm="http://eh.udpu.edu.ua/article/view/332322" linkWindow="_blank">http://eh.udpu.edu.ua/article/view/332322</link>
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    Languages:
      – Text: Ukrainian
    Subjects:
      – SubjectFull: digital communications
        Type: general
      – SubjectFull: marketing communications
        Type: general
      – SubjectFull: digital-комунікації
        Type: general
      – SubjectFull: PR tools
        Type: general
      – SubjectFull: інструменти PR
        Type: general
      – SubjectFull: бренд
        Type: general
      – SubjectFull: marketing channels
        Type: general
      – SubjectFull: імідж
        Type: general
      – SubjectFull: маркетингові канали
        Type: general
      – SubjectFull: медіаканали
        Type: general
      – SubjectFull: brand
        Type: general
      – SubjectFull: digital-маркетинг
        Type: general
      – SubjectFull: digital marketing
        Type: general
      – SubjectFull: маркетингові комунікації
        Type: general
      – SubjectFull: image
        Type: general
      – SubjectFull: media channels
        Type: general
    Titles:
      – TitleFull: SPECIAL PR EVENTS AS SUPPORT TOOLS IN THE DIGITAL COMMUNICATIONS SYSTEM
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              Y: 2025
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