PR-STRATEGY IN BUILDING THE IMAGE OF FOREIGN CULTURES CENTERS IN UKRAINE

Abstract

Purpose of Article. The purpose of the research is to find out the main PR-strategies and tools for popularizing foreign cultures in Ukraine. Methodology. The methodology of the study consists in the integrated application of analytical, sociological, and comparative methods for studying the directions of creating strategic branches of the cultural institution’s image to promote the intercultural relations. Scientific novelty. The scientific novelty of the work is that the foreign experience of the image creation through the implementation of the PR-technologies was firstly used on the territory of Ukraine. Conclusions. As a result of the research, it was established that the branch of the sociocultural sphere, as well as the search and determination of PR tools and methods for the promotion of cultural and educational institutions, is fundamental in the economic environment of the modern times. The dynamics of the activity growth of cultural centers as one of the parts of the global social communicative space is observed concerning the contemporary integration phenomena of state ideas and national cultures. Competitive activities stimulate organizations to use PR strategies for image creation as well as to provide the educational activities. The international experience of communicative links shows that the consistent and balanced culture policy has become a vivid example of rapid growth to the level of highly developed countries.