COMMUNICATION CHANNELS AS THE ELEMENTS OF A SUCCESSFUL PR-CAMPAIGN ON THE EXAMPLE OF NIKE PR-CAMPAIGNS

This article deals with the components of a successful PR-campaign. It talks about the aims of PR-campaign and how to fix them correctly to achieve better results. The article also reveals the links between the target audience and types of communication channels, classifies communication channels by different types and shows on the example of real PR-campaigns how to use mixed communication channels to increase the number of real customers and brand awareness.