Suspilne Ukrains PR activities: specifics and content
Students Name: Savchenko Viktoriia
Qualification Level: magister
Speciality: Journalism
Institute: Institute of Jurisprudence, Psychology and Innovative Education
Mode of Study: part
Academic Year: 2023-2024 н.р.
Language of Defence: ukrainian
Abstract: This master’s thesis undertakes a comprehensive analysis of the peculiarities of PR activities within the National Public Broadcasting Company “Suspilne Ukraine” (Public Broadcasting of Ukraine). The study delves into the goals, tasks, methods, and tools employed in the PR endeavors of “Suspilne Ukraine”, while also scrutinizing the content created to achieve PR objectives. Theoretical analysis of the concepts of “PR” and “PR activities” is conducted, exploring their interconnections and influence on shaping public opinion. Special attention is given to the study of methods and tools used by “Suspilne Ukraine” in its PR activities to attain set objectives. The research includes an examination of specific campaigns and events where PR aspects are reflected in the content of “Suspilne Ukraine”. Throughout the thesis development, the utilization of social networks, media resources, and other channels for creating and disseminating PR content is explored, providing concrete examples of how the PR department worked on projects, from creating briefs to monitoring media mentions. The thesis elucidates the role of PR in reputation management, image formation, and audience interaction within “Suspilne Ukraine”. Furthermore, challenges and difficulties encountered by “Suspilne Ukraine” in the implementation of PR strategies are analyzed. The investigation relies on the analysis of documents from “Suspilne Ukraine”, audience surveys, and general research conducted by the Department of Studies. It incorporates academic literature, legal acts, and articles with statistical information, referencing official documents, laws, and decisions of the Ukrainian Parliament. Based on the conducted research, the conclusion emphasizes the crucial role of PR activities within Suspilne Movlennya, aimed at increasing awareness, shaping a positive image, and attracting new audiences. Specific features of Suspilne Movlennya, stemming from its status as a national public enterprise with 100% state ownership, a non-commercial broadcaster, and a wide-ranging audience, are also explored. The content of “Suspilne Ukraine” is identified as a fundamental tool in its PR activities, used for informing the public about the broadcaster’s activities, shaping a positive image, and engaging new audiences. The thesis concludes by proposing recommendations for enhancing the PR activities of Suspilne Movlennya. Keywords: PR, PR activities, PR campaign, PR strategy, Suspilne Movlennya, media organizations. References: 1. USAID-Internews Media Consumption Survey / USAID. – November 2023. – URL: [1]; 2. Soldatenko I.O. Basics of PR. – Kyiv: MediaTopos, 2022. – 224 p. [2]; 3. Smirnova K.V. PR Management. – Kyiv: Znannia, 2021. – 288 p. [3]; 4. Balabanov S.I. (2020). Theory and Practice of PR in Media Organizations. Kyiv: National University "Kyiv-Mohyla Academy" [4]; 5. Vakulenko O.V. (2022). PR Activities of Media Organizations in the Context of Media Ecology. Kyiv: Taras Shevchenko National University of Kyiv [5]; 5. NPBU Annual Report 2022. [6].