Corporate Public Relations in the System of Public Relations
Download paperPhD in Philology, Researcher at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: marina.shilina@gmail.comSection: Advertising and Public Relations
In the article the theoretical basis of studying corporate communication in the Internet and the conceptual apparatus based on the latest empirical materials are formulated. The author notes the fundamental changes in the characteristics of Public Relations and development of their new principles in the Internet. The author focuses on the study of corporate resources, such as e-mail and website, which are both the tools and environment of communication at the same time. It is found the special importance of professional ethics as basic criteria for the effectiveness of PR in the Internet.