Despite the large number of communication methods, the role of public relations is intensified in recent years. This applies to both B2C and B2B areas. In practice, we can found many elements of the B2B companies' public relations work: partnerships with the media (including the level of sponsorship information), the development of Internet resources (website, blog), holding a variety of special events, participation in exhibitions, etc. However, it is important to combine these elements into a concept of organization's communicative development and to implement it in the framework of special programs that used extensively in practice. Formation of public opinion with the PR help can not be the main function of a commercial organization, which is created for profit. However, without social support the promotion of modern business is impossible, which should be reflected in the functions of PR-managers of the organization and in the minds of all employees. We have studied the latest technology public relations and reviewed the specifics of their application in the field of B2B. We used an example of a jewelry factory in St. Petersburg. The main its activity is the production of lightweight jewelry made of red, white and yellow gold 585. The structure has 100 people mainly; they are production workers. The company is headed the board of directors includes general director and commercial director. Among the most important units are the sales department headed by the leader, and the design department with designers and 3D-designers; also warehouse workers, HR-department, accounting system administrator are in the structure. According description of the specifics of the Russian jewelry market we make SWOT-analysis. Weaknesses associated with poor visibility and brand awareness in the Russian market; small range of stakeholders compared to many competitors; undeveloped loyalty program. Enhancing competition, especially in the field of sales, financial crises in the country - the fall of solvency of the population, the crisis in manufacturing, problems with the staff are considered as threats. The study of the company structure shows that the company's structure lacks a department that would be responsible for communication, branding, advertising and PR. Of course, some communication carries out sales department, but here we are dealing only with the marketing communications that has their object the sale of goods. The commercial director is only occasionally engaged in brand promotion, public relations; of course, he has other responsibilities. So it was proposed to introduce an appropriate position and develop PR-program. Target audiences were divided into two main groups: external public (B2B and B2C customers) and internal public. External and internal target groups have been studied in detail, including socio-demographic, geographic, psychographic characteristics and main sources of interpersonal communication. For the target group the program to promote the company has developed; it based on the PR-instruments, especially the participation in exhibitions (we created matrix purposes of participation in exhibitions, press release and estimates involved in the jewelry exhibition in St. Petersburg). Developed tools began to penetrate into the practices of the company and are helping of relation's promoting with the target group that shares the interest in carrying out the program
