CONFERENCE NAME – «SCIENCE, TECHNOLOGY AND INDUSTRY IN THE DIGITAL AGE» SECTION NAME – JOURNALISM THE ROLE OF PR TECHNOLOGIES IN BRANDING
Keywords:
Keywords: branding, public relations, PR technologies, brand equity, media relations, digital communication, corporate reputation.Abstract
Abstract. Branding in the digital era depends increasingly on public relations (PR) technologies as the principal mechanism through which corporate values are translated into public perception. This paper examines the role of PR technologies — media relations, content marketing, social media management, influencer relations, and crisis communication — in constructing and sustaining brand equity. Based on a conceptual synthesis of marketing and communication literature, the study identifies four interconnected dimensions of brand equity affected by PR practice — brand awareness, perceived quality, brand associations, and brand loyalty — and proposes an integrated model linking specific PR technologies to each dimension. The principal contribution is a framework that treats PR not as a supporting function of marketing but as a distinct, trust-based communication mechanism whose comparative advantage lies in earned and shared media credibility. The framework offers practical guidance for organizations seeking to align communication activity with long-term brand-building objectives.
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