PR-TECHNOLOGIES OF CORPORATE IMAGE CREATION: EXAMPLES OF IMPLEMENTATION

This article considers the important role of PR-technologies in forming the corporate image of a company and creating a positive perception among the target audience. The definitions of an image and a corporate image, their key principles, methods of using PR-technologies to maintain the image of a company are described. Examples of successful implementation of these methods in the practice of various companies are given. The main goals of creating a corporate image are considered, such as increasing brand recognition, establishing trusting relationships with customers, attracting new customers and employees, increasing profits and improving competitiveness. The examples of a successful corporate image building strategy are Tinkoff Bank and MTS, which use various PR-technologies such as press releases, articles in mass media, news occasions and press conferences and many others to strengthen their image in the market.