Using the race concept to develop an organization’s PR campaign

The article indicates the relevance of PR as an important element of promotion, gives a definition of a PR campaign by various authors, and also indicates its goals. The process of developing a PR campaign using the RACE concept is considered, the RACE stages, including research, planning, execution and evaluation of results, are described, and methods for effectively performing these stages are presented. The conclusion is presented about the need to take into account all factors of a PR campaign for the effectiveness of using RACE technology.