Modern PR technologies and institutions of social memory: practice of use

Abstract

The paper analyzes the most popular technologies used in public relations to build an image. Particular attention is paid to the functions and goals of PR, the most used tools in PR are revealed, as well as the advantages and disadvantages of each of them. For convenience, PR technologies have been divided into two major groups: those used on the Internet and the so-called “offline” technologies.The essence of the concept of social memory institutions was clarified and on the basis of research of libraries, museums and archival institutions a sample was made about PR technologies used in their activities by social memory institutions. As a result of the analysis, a conclusion was made about the limited set of PR tools used by libraries, museums and archival institutions and suggested ways to solve this problem.