PR COMMUNICATIONS OF PUBLISHING HOUSES AS A SCIENTIFIC OBJECT

The article studies the current state and prospects of researches ofpublishing house’s communications, namely PR communications of book publishers. The attention is drawn to insufficient scientific development of this problem, on t one hand, and obvious importance in the modern conditions to provide publishing house with competitiveness, on the other one. The literature and sources related to this issues are analyzed, the theoretical and practical possibilities of using PR in the activity of book publishers are determined, the history and current state of research of publishing house`s PR communications is studied. The prospects for further scientific study and practical use of PR communications in the activities of publishing houses are determined. The relevance of the research topic is that communication in the information society is a fundamentally new phenomenon that creates new values, changes the technologies and product configurations, systems of work with the clients. The companies have always tried to establish communication, that is built around and within the system of interactions, which would help managers to achieve a strategic goal. However, the modern communications are different from traditional ones. The objective of the article is to investigate formation of theoretical basis of PR-communications of publishing houses in the modern media space of Ukraine. The realization of this objective involves performing the following research tasks: to analyze the professional literature on the main issues of research; to find out the positions of foreign and domestic communications researchers in the publishing industry; to consider the theoretical studies of PR communications of publishing houses in the modern media space. To achieve this objective, we use such general scientific methods as analysis that allowed us to separate the actual tendencies of communication in publishing industry for their subject study, synthesis, by which the integral picture of theoretical basis of the research of communications of publishing industry of Ukraine is integrated into the whole. The method of generalization allowed to study, to systematize and to structure the information. Also, the descriptive method and method of comparison were used, as well as with the help of the method of scientific forecasting we were able to determine the prospects of development of PR- communications of publishing houses in the modern media space