Digital Tools in Public Relations for the Promotion of Organizations in Specific Areas

This article examines issues of promotion organizations in specific areas in an era of digitalization. The complexity of promotion in this field is based on the importance of considering internal and external factors in communication practices. A practical approach to using digital tools in promotion is analyzed. The aim of the study is to identify trends of modern communications (virtual reality, video-conferences etc.), public relations tools in specific areas in an era digitalization in Russia and abroad. The difference between the role and place the specific sphere in an era in industrial and post-industrial cultures is analyzed as well. Digital communications and artificial intelligence technologies make it possible to change existing negative connotations and create conditions for the formation of a socially significant and endorsed profession in specific areas. This can be achieved through PR communications based on media relations, community relations, anti-crisis communication technologies, corporate social responsibility approaches and ethical regulation in the field of funeral services. The work of public relations specialists in specific areas involves digitalization implementing basic adaptation skills with regards to the professional environment.