Abstract

The purpose of the article is to determine the feasibility of PR­technologies and the functioning of Public Relations in the institutions of social protection. Public relations is targeted management of the public opinion in a particular area for the presentation of organization interest, its positive image formation. The purpose of PR is to create an effective system of social relations with the public based on the optimization of its interaction with target groups of the public. Social protection institutions cannot ignore public relations, understanding its impact on the effectiveness of their work. In this regard, work with the public should play an important role in the social services marketing. The ways for increasing the efficiency of PR in institutions of social protection and social services are: improving the regulatory framework; regulating of financing of PR­activity in institutions of social protection; staffing public relations ; increasing the effectiveness of social advertising as PR­technologies in the social protection system. Thus, effective PR, using communication capabilities of social advertising, will promote social programs and social services organizations, expand contacts with the public and similar organizations, fulfill social orders and projects successfully, implement public education, provide information on social issues, etc.