ACADEMIC RESEARCH IN MODERN SCIENCE
International scientific-online conference
148
MODERN PR TECHNOLOGIES AND THEIR TYPES
Bakhitova Jasmina Armanovna
student of Karakalpak State University
https://doi.org/10.5281/zenodo.15449766
Annotation.
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.
ACADEMIC RESEARCH IN MODERN SCIENCE
International scientific-online conference
149
• 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.
References:
1.
Муминов Ф. Паблик рилейшнз: история и теория. – Т.: Ижод дунёси.
2004.
2.
Arziyev F. Pablik rileyshnz – axborot ortidagi manfaat. //Xalq so`zi, 2003,4
noyabr.
3.
Baxitova , J. . (2024). PR ISKERLIGI TARIYXI, TEORIYALIQ
TIYKARLARI @@0 Classification Eurasian Journal of Social Sciences, Philosophy
ACADEMIC RESEARCH IN MODERN SCIENCE
International scientific-online conference
150
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Baxitova, J. (2024). SIYASATTA QARA HÁM AQ PRDAN PAYDALANIW
ÁMELIYATI. Journal of Universal Science Research, 2(7), 20–22. Retrieved from
https://inlibrary.uz/index.php/universal-scientific-
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Esengeldieva , A. ., & Seitnazarova , G. . (2024). SAYLOVOLDI
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TAJRIBA. Журнал академических исследований нового Узбекистана, 1(7),
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извлечено
от
https://inacademy.uz/index.php/yoitj/article/view/33179
