THE IMPORTANCE OF PUBLIC RELATIONS IN THE SYSTEM OF THE CREATIVE ECONOMY

Abstract

The article reveals the essence and content of public relations in the current conditions of society development. Through the prism of the concept of the creative economy, which has been formed in the scientific discourse, the author presents the opinion of the relevance of public relations to its effective functioning. The author analyzes the opinions of researchers in the field of social communications and related areas relevant to this study. In addition, the modern conceptual and categorical apparatus of public relations in the creative economy system is taken into account and described. Public relations, as a function of effective social communications, is an important component of the work and improvement of the creative economy within the country and around the world. It means the active functioning of this process, which includes a number of important factors, among which the key one is the direct connection between communicators and the audience. If these components communicate in a coordinated manner, the process of information transfer should take place, which ultimately leads to new solutions and the satisfaction of public expectations. Recently, the issue of the effectiveness of the creative economy in modern conditions has been raised quite often in the media space, which requires more thorough scientific research into its connection with the field of social communications. Public relations becomes especially important when communicators need to implement a high-quality explanation of their actions and steps, as many challenges arise in the context of social and economic instability. In particular, we are talking about artificial intelligence tools that can somehow complement the work of organizations or neutralize it by violating both legal and ethical norms. The paper implements the theoretical approach to scientific research, which scholars carried out by personally analyzing existing works.