摘要：The study is dedicated to identifying effective PR practices for building mutually beneficial relations between governmental organizations and the corresponding social groups, the problems of the organization's first person positive image creation, selection of the best technologies for dealing with negative messages in the web, detection of the governmental organization PR errors that inflict harm to the image and reputation both of the first person of the organization and the institution itself. The study purpose is to evaluate governmental body Press Relations Department and the target audience interaction efficiency. The conclusions drawn up based on the research methods used: expert inquiry, content analysis, linguistic text analysis, comparative analysis, benchmarking, data extrapolation, and TIPS (the theory of inventive problem solving) methods set, represent a program for the City Authorities Press Relations Department, fostering the publicity capital increase and aimed at the positive public awareness development, the organization chief executive image visualization and identification, use of information and more complex and combination level PR actions development, prevention methods selection and negative message processing.
