International PR and the problem of creating a recognizable brand of Ukraine.
Keywords:
public relations, international PR, branding, National branding, Ukraine NowAbstract
The article describes public relations as an significant part of international life. Determines what international PR is and what it is based on, highlights the actors involved in development and implementation of the PR, explains the difference between global and international PR. National branding is considered as a component of international PR and development of the image of the state at the international arena. The case of development of the state brand of Ukraine is considered. The basis of Ukraine’s image on international arena until 2018 and after the advent of the Ukraine Now state campaign had been analyzed. The effectiveness of Ukraine’s positioning with the help of a new brand in the international arena was examined. The main complex of elements necessary for the state to develop a positive image in the international community is highlighted.References
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