FORMATION OF CORPORATE CULTURE VIA INTERNAL PR

This article examines the nature and types of corporate culture, analyzes internal PR as a factor of corporate culture formation and sets the methods of dealing with domestic public. This article examines the impact of public relations on the corporate cultureformation. The subject of the research is corporate culture and internal PR tools. The purpose of the article is to identify and analyze the features of corporate culture formation via internal PR. The results of the research can be appliedat any enterprise, organization or institution where the management cares about the development of a corporate culture that unites employees in one team, creates a common understanding of the mission and goals of the company and motivates employees to their achievement. The modern theory and practice of the corporate culture defines it as a system of values, beliefs, perceptions, expectations, characters, and business principles, norms of behavior, traditions, rituals, etc., which have emerged in the organization or its subsidiaries during the activity and are adopted by most employees. Both external and internalPR isone of the most important things in this paper supporting the corporate culture. Internal PR is to raise the level of loyalty and motivation of the staff, and hence its effectiveness. In addition, a positive image on behalf of its employees affects the image of the company, as the staff is one of the channels broadcasting the information out. Inside a company PR performs a number of vital functions for the modern business: specialists and staffassistance to familiarize with the objectives, opportunities and traditions of the company; the clarification of the administration’s overall policy and how it works with the staff; meeting the needs of the personnel in information about the events in the company and beyond; providing and encouraging bilateral communication between management and its employees; promoting positive motivation and respect of each employee and of high quality work; the formation of organizational culture and corporate identity; employees training as the company representatives who bear its image and culture. Thus for any business structureoperating in today’s market conditions it is necessary to create a system of intra-firm communication between employees, since these interactions shape its organizational culture. If such a mechanism of internal communicationis established, sympathyarisesin the communication between the parties andpsychological climate harmonizes, increasesthe level of reciprocity and mutual responsibility, reduces the level and intensity of the conflicts. Development of corporate relations contributes to improving the economic activity of the organization. So-called “internal tools of PR? control them.