Analysis of the PR-activities of the French Cultural Center in Kiev

Abstract

The purpose of the study is to study the main areas of PR-activities of the French Cultural Center in Kiev. The methodology of the research is based on the use of methods of analysis, generalization, systematization to highlight the role of PR-toolkit in building the image of the French Center in Kiev. The scientific novelty of the work is to study the technological application of PR-tools in order to popularize foreign cultures in Ukraine. Conclusions. As a result of the study, it was found that, unlike the Ukrainian state cultural and educational institutions, the French Center adequately presents its own culture and cares about the formation of a positive image of the country. In its arsenal of realization of PR-campaigns, the institution has a sufficiently large set of PR-tools. With the beginning of the XXI century, the brand took the direction of individualization in communicating with interested persons. That is, every person who is interested in culture and art can visit any international events of his own choice. Moreover, most events organized by the French center in Kiev have a free entrance. This increases the number of visitors to the event. Every year the selection of the proposed measures by PR- department of the French Center in Kiev is increasing. Diverse directions of activity attracts the attention of specialists from different spheres. If earlier such a program operated only in the territories of progressive countries, today the centralized activity of the French centers is evenly building its policy in all corners of the world. To do this, we have developed a special strategy that defines the priority areas of the network of French centers around the world.