CONTEMPORARY MANIFESTATIONS OF PR IMPACT IN SPECIALISED ONLINE PUBLICATIONS

Due to the growing importance of democratic forms of public administration by achieving "public consensus" among the main groups of the population in the leading spheres of public life, the use of PR technologies,primarily the media as a means of managing public consciousness, is becoming relevant. The PR sphere is rapidly evolving and improving, its approaches to influencing consumers are being transformed, and the forms and genres of PR materials are being modernized. These changes are especially noticeable in the periodical press, particularly its specialized segment. In the competitive struggle with electronic media, specialized print media constantly search for strategies and tactics to influence the audience effectively. The article is devoted to considering modern manifestations of PR influence in the specialized press. Using the example of foreign and Uzbek specialized online publications, the methods and techniques used by the public relations industry to influence people to promote certain ideas and brands on the market, and to manipulate their behavior to to various kinds of medical problems are analyzed. The author uses specific examples of electronic publications to analyze the advantages the Internet provides PR professionals for attracting readers to their content, activating feedback, and implementing their intentions more quickly and productively. Particular attention is paid to the recently widespread PR influence technologies such as “advice from a regular reader,” “reliance on authority,” consulting techniques, etc. The increasing importance of using hyperlinks as a result of thoughtful collaboration e aspects of the problems that public relations specialists face in practice have not been thoroughly developed, the lack of scientifically based methodologies, ignorance of PR ethical standards, and their non-observance negatively affect the level of professionalism of public relations specialists, and also create the basis for an increase in custom-made and low-quality PR materials. The study puts forward proposals for optimizing PR impact in the specialized press and determines the vector of its further development.

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