Modern PR-tools in forming a positive image of the city administration

The article is devoted to the identification of tools and techniques for forming the image of the organization because in the conditions of development of information technologies and mass communication PR-technologies are one of the key tools for creating and maintaining a positive image of the organization. The purpose of the work was to analyze the use of PR tools in the formation of a positive image of public institutions. The result of the study, conducted with the help of content analysis, comparative analysis, method of data extrapolation and method of content analysis of the text, are the recommendations of techniques for the effective use of PR-tools for the successful interaction of public institutions with the groups of their target public.