Implementation of Public Relations for Effective Communication

The paper deals with the public relations as one of the directions of modern management, focused on the implementation of effective communication between the organization and its external environment. In our opinion Public Relations Toolkit integrates a wide range of diverse technologies, methods and activities designed to help the organization achieve its strategic goals and objectives in the current environment. We considered stages of development and types of PR-activity. Based on a analysis of processes of implementation of public relations for effective communication we made the conclusion that PR technologies act as a conduit for new ideas, opinions and attitudes and provide successful communication in society