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Corporate Public Relations in the System of Public Relations

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Marina G. Shilina

PhD 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.com

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.

Keywords: Web 2.0, economics 2.0, enterprise 2.0, corporate online communication, convergence, Public Relations, Internet, website, mobile version, Intranet, Intranet blog, corporate social network, Intranet collaborative model