PR TECHNOLOGIES AS A TOOL FOR SUPPORTING MANAGERIAL DECISIONS IN THE SYSTEM OF MARKETING MANAGEMENT OF AN ORGANIZATION

Introduction. The growing importance of information, reputation, and trust in the modern economy necessitates a reconsideration of traditional approaches to managing the marketing activities of enterprises. Under conditions of digitalization, intense competition, and the increasing influence of stakeholders on organizational performance, particular relevance is gained by tools capable of integrating communication and managerial functions. In this context, PR technologies are increasingly viewed not only as a means of building a positive image, but also as an important element in supporting managerial decision-making within the system of marketing management. Purpose. To determine the place of PR technologies in the contemporary system of marketing management and to substantiate their role in improving the effectiveness of managerial decision-making, taking into account changes in the communication environment. Research methods. The methodological framework of the study is based on general scientific and special research methods, including logical analysis, systematization, a comparative approach, structural and functional analysis, and theoretical generalization, which made it possible to examine the relationship between PR technologies and managerial processes in marketing activities. Results. The article summarizes scientific approaches to understanding PR technologies as a component of marketing management and substantiates their significance for forming information support for managerial decisions. It is established that the use of PR tools enhances managerial adaptability, improves interaction with target audiences, and reduces communication risks. Particular attention is paid to the potential of digital PR technologies in the context of monitoring the information environment and ensuring prompt responses to changes in market conditions. Conclusions. It is concluded that PR technologies should be regarded as an integral element of modern marketing management, providing support for managerial decision-making and contributing to the achievement of strategic objectives of enterprises. Their integration into managerial processes creates prerequisites for improving the effectiveness of marketing activities in a dynamic market environment.