THE MAGIC OF WORDS AND COMMUNICATIONS: THE ROLE OF COPYWRITING AND PR TECHNOLOGIES IN MODERN MARKETING

Abstract

The article provides a detailed analysis of the interaction between copywriting and PR technologies as the main tools that shape marketing communication in the digital era. The author outlines the role of copywriting in creating emotionally rich, persuasive messages that can attract the attention of consumers and encourage them to take action. At the same time, PR acts as a strategic platform that ensures the effective dissemination of these messages and shapes the context in which they are perceived by the target audience.

The authors of the article explore the synergy between copywriting and PR on the example of successful campaigns of global brands such as Nike and Dove, as well as Ukrainian companies such as Rozetka and Monobank. This allows us to demonstrate how the integration of these two elements can increase the effectiveness of communications, building a positive brand image and strengthening consumer confidence.

The article presents analytical tools for assessing the effectiveness of communications, as well as examples of crisis PR, digital PR, storytelling and gamification. The authors emphasize the importance of adapting to the local context, as successful campaigns take into account the cultural, social and economic characteristics of the target audience.

In addition, the article discusses the challenges faced by brands in the context of information overload and emphasizes that the integration of copywriting and PR is a prerequisite for maintaining competitiveness in today's market. The material is supported by tables and case studies that illustrate key conclusions and recommendations.

Thus, the article provides valuable insights for marketing and communications professionals, offering strategic approaches to the effective use of copywriting and PR in integrated marketing strategies.