THE ROLE OF PR COMMUNICATIONS IN FORMING BRAND TRUST AND PUBLIC OPINION
DOI:
https://doi.org/10.69691/6dbydf64Keywords:
brand trust, public opinion, PR communications, brand reputation, digital communications, consumer trust, strategic PR.Abstract
This scientific article provides an in-depth analysis of the role of public relations (PR) communications in building brand trust and managing public opinion. The study considers PR communications as a strategic tool for establishing stable, transparent, and trust-based relationships between brands and the public. The article examines the processes of brand reputation formation, enhancement of consumer trust, and the influence of socially responsible communication on public perception. Furthermore, special attention is given to the transformation of PR activities in the digital environment, highlighting the growing importance of social media and online platforms in shaping brand image.
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