The authors identify the main directions used in the communication strategy of enterprises – advertising, sales promotion, direct marketing and public relations (PR). The specific features of promotion of coal mining enterprises are identified, the predominant role of PR in the complex of marketing communications is established. The main directions of PR of the largest coal companies are defined, namely, intra-firm PR, sponsorship and charity, lobbying, organization of work with the media and publicity. The general features of PR-activity of production companies in social networks are considered and it is established that in modern conditions marketing communications in the industrial market are increasingly realized with the use of the Internet, including with the involvement of the opportunities of dynamically developing social networks. Quantitative and qualitative criteria for evaluating the effectiveness of PR activities of a coal company in the social network are proposed. According to the established criteria, the analysis of PR activities in social networks of leading Russian coal companies was carried out.
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