Developing the Strategy of PR-Activities of the Enterprise as a Factor of Market Success (on the Example of the Market of Sanitary Products)

Abstract

The article considers the tools, directions and types of PR-strategies of enterprises to achieve market success. The relevance of the research subject is conditioned by the need to transform the marketing activity of the enterprise as a whole and to improve PRactivities under current conditions of their functioning. The paper presents the results of organizing PR-activities of the company of the real sector of economy, operating on the market of sanitary products, as well as the results of SWOT-analysis of the implementation of its PR-strategy. The author has identified some promising areas of improvement of PR-activities of the company to ensure commercial success.