Abstract

In the article the communication activity of the Ukrainian book publishers, their role and strategic meaning for publishing organization’s successful activity are analyzed. Main objective of the study is to confirm the role of PR communication for strategic development of the publisher. To rich this objective we need to use common scientific methods such as analysis, synthesis, summarizing, empirical research methods (observation and description), hypothetical-deductive method. The study results show that the readers as target audience of publisher have negative views on situation completing with information connected with Ukrainian publishing market in communicative space. As far as the target audience says about poor information in accordance to these publishers are not active in their informative business. We investigated the dynamics in the structure of information needs of readers for the country book market, in particular, found out what kind of information is not enough and the ways to improve communication between publishers and readers. It was found that most respondents are interested in information about new books, one third of respondents primarily interested in the various events of the book market – presentations, competitions, exhibitions, and another third prefers information about authors and readers interested in the least about the cost of books. As a conclusion the article underlines the importance of PR communications for publishing organizations to raise the publisher’s brand and reader’s sympathy. The main goals and summary of the investigation are that Ukraine modern publishing market is highly responsive to the effective use of information resources, channels for informing the target audiences of publishing organizations. It helps to build a positive image of publishers and rise its reputation.

Authors and Affiliations