Specificity of advertising and public relations in the sphere of information and communication technologies

At present, the sphere of ICT (information and communication technologies) is developing rapidly, new technologies and inventions appear, as well as terms that need to be told to the target audience (TA) of the company. Target audiences are becoming more and more demanding of the content and communication channels used by companies' ICTs, applying the concepts of "processability", "innovativeness", "uniqueness" to the ways of transmitting information and to the data itself. Organizations in this segment need to constantly explore the channels and tools, as well as invent new ones in order to satisfy the demand of the public, and to build the most effective communication with all target groups. The difference in the level of knowledge of each target audience also determines the development of a unique approach for communication with each target audience. It is worth noting that the purchase cycle is an important factor in this segment, since target audiences are less likely to purchase goods or use the services of ICT companies. In this regard, organizations in this segment are especially interested in increasing loyalty and emotional attachment, building long-term relationships with the target audience. It is for the above reasons that the identification and analysis of the most effective advertising and PR channels and tools in the field of ICT is an urgent research problem.