State and Regions. Series: Social Communications

The purpose of the article is to identify the features of managing PR projects to popularize media culture by civil society institutions during the period of Russia's full-scale invasion of Ukraine.

Research methodology. To solve the research tasks, we used the following general scientific research methods: descriptive method - when considering the representation of the implementation of public relations in the public sector; analytical method - when studying the features and specific features of managing PR projects within the framework of communication support for the implementation of programs for the implementation of media culture in Ukraine by civil society institutions during the war, generalization method - when identifying common features of the studied PR projects and formulating conclusions regarding the specifics of their implementation.

Results. Attention is focused on the fact that PR projects to popularize media culture by civil society institutions are an effective and efficient tool for the dissemination and implementation of the basic principles of competent and critical perception of mass media information. Such projects allow establishing effective connections with target audiences or reference groups, especially during crises, when the need for critical analysis of messages by citizens of a country that is at war and is under constant threat of the consequences of disinformation from the aggressor country increases.

The concept of media culture of the recipient of mass media information is revealed, which in the information society becomes an important lever in shaping his worldview, in the ability to create, as far as possible, an objective picture of the course of events and their consequences. This is due to the fact that a person who possesses truthful, unbiased, not distorted by propaganda and hostile information technologies information is able to build a more adequate model of his own behavior in the conditions in which he finds himself and take care of his own danger. The introduction and popularization of media culture are becoming a trend, including due to effective PR support.

It is noted that the management of PR projects for the popularization of media culture by public sector organizations includes a classic scheme, which includes the stage of project initiation, analytical intelligence, planning of actions and communication activities, implementation of the project plan, control and monitoring and determining its effectiveness. The life cycle of a PR project in the field of popularization of media culture is mainly modeled according to the «waterfall» principle, which provides for its linear and sequential implementation.

It was found that the features of PR projects that spread the meaning of media culture among consumers of mass media information include a mandatory focus on explaining to the target audience the relevance of critical perception of information messages, the ability to distinguish between propaganda and fake messages from the aggressor country, the formation of trust in official, authoritative and truthful sources of information, the involvement of experts and public opinion leaders in the popularization of skills in the perception of information messages.

Novelty lies in determining the relevance of the use and features of managing PR projects within the framework of communication support and popularization of programs for the implementation of media culture in Ukraine by civil society institutions during the war, which consists in using the classical scheme of project formation with an emphasis on the communication component, which is implemented through the use of modern social and communication technologies and can be considered as a separate powerful direction of public relations in the public sector.

Practical significance. The practical significance of the research results lies in the possibility of their use during the implementation of PR projects to promote media culture and literacy by civil society institutions, the preparation of educational programs in public relations, the training of specialists in the field and public relations, and the development of educational and scientific courses on the specified problem.

Key words: communication project, public relations, PR project, project management, media culture, civil society institutions, information, disinformation.

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