PR Technologies as a Tool to Manage Organizational Competitiveness

The competitiveness of an organization, being one of the main conditions for its success in a competitive environment, is a current issue of modern research. In particular, the factors of an organizational competitiveness include its image and reputation. This study examined the essence of the concept of "image" and its relationship with the concept of "reputation". The study analyzed the content and the main properties of the image on the basis of which the value-cognitive, emotional-expressive and visual-activity components of the image were identified. The author proposed her classification of PR-technologies by areas of activity, suggesting their division into informative, event-based, and project-based PR-technologies. When comparing the proposed classification of PR technologies with the image components proposed in this study, the correlation was noted. Taking into account the identified components of the image and the proposed classification of PR-technologies by areas of activity, a conceptual model of managing the image of an organization as a factor of its competitiveness was presented based on the use of PR-technologies as a set of techniques, methods, and tools used in building public relations.