Optimization of the PR-activities in the International Company. Case of EP Advisory

There exists a significant body of academic literature on traditional marketing and PR strategies. However, there is currently a lack of research addressing modern PR strategies of small and medium-sized enterprises (SMEs) that have emerged due to the rise of social media. The key aim of the thesis is to contribute to better understanding of the ways in which modern SMEs could optimise their marketing and PR strategies. In order to achieve this aim, two specific questions were explored: 1) the ways in which SMEs can create engaging content and 2) the factors affecting influencers’ propensity to collaborate with SMEs. An international small-sized enterprise EP Advisory was used as a case study for this research. The findings of the thesis have theoretical as well as practical significance. It will enhance the body of knowledge on modern marketing and PR strategies, and provide SMEs with recommendations for increasing engaging content and opportunities for collaboration with influencers. The study employed a mixed-method research design involving both quantitative and qualitative data collection tools. The quantitative aspect consisted of analysing engagement metrics and conducting a survey of Instagram influencers, while the qualitative data was gathered through individual interviews with a sample of Instagram users. Key words: Marketing, Public Relations, Social Media Management, Influencer Relationship Management, International Business.