Corporate Public Relations in the System of Public RelationsDownload paper
PhD in Philology, Researcher at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russiae-mail: firstname.lastname@example.org
Section: Advertising and Public Relations
Corporate website is the multifunctional PR-resource of direct interaction with the audience. The author examines the characteristics of a corporate site, taking into account the formation of Web 2.0 and enterprise 2.0, describes its genesis and introduces a typology. The article also presents the first study of internal corporate website, including the identification of three models of intranet (informational, communicational, integrated), and it is described the latest predictive matrix — collaborative one.