Media Relations as Tool of Building Relationships with Investors

The current stage of development of economic structures associated with the crisis period of our country's economy and the period of instability of geopolitical nature is characterized by tougher competition of enterprises for attracting financial resources. The development of relations with the investment community allows the company to use cheaper borrowed funds, which increases their competitiveness in the Russian and world markets. For the purpose of researching media relations (MR) as a public relations tool, analysis of conceptual aspects of PR and MR interaction is required. The most important stage in the formation of media relations is an assessment of their effectiveness. The most preferred estimates of effectiveness are the number of positive publications in the mass media, the number of contacts with the public in which the enterprise operates, the quality of publications and the magnitude of their readability. Within the framework of this work, an empirical study was carried out, the purpose of which is to identify factors that affect effective two-way communication between public companies and the investment community. As a result of the analysis, five factors were identified (marketing activities in the field of interaction between the company and the investor, information support for investment activities, organizational and economic prerequisites for effective investment activity in the region, competitive environment in the regional investment market, resource potential) that determine the effective development of communications between companies and investors. Media relations can significantly expand the base of potential investors through the use of various marketing communications tools, as well as increase the involvement of investors in the activities of the enterprise and increase loyalty to it.