DIGITAL TRANSFORMATION OF COMMUNICATION PRACTICES IN RUSSIAN PR

The article is devoted to a comprehensive analysis of the impact of digital technologies and artificial intelligence on the transformation of professional practice in the field of public relations in Russia. Based on a systematic analysis of current research data from 2024-2025, key areas of digitalization of PR are identified and explored: automation of content creation processes, integration of PR and digital marketing tools into a single communication strategy, as well as the development of a data-driven approach to communications management and strategic decision-making. The main categories of digital tools and technologies operating in the Russian market are analyzed in detail: professional real-time media monitoring systems, platforms for social media analysis and management, comprehensive web analytics services, as well as communication chatbots based on large language models. The article examines the specifics of the Russian market of social platforms (VKontakte, Telegram, VK Video, YouTube, Zen) and the patterns of dynamic development of influencer marketing as a strategic communication tool with target audiences. The research focuses on methodological approaches to measuring the effectiveness of communication campaigns (AMEC), analyzing modern methods of corporate reputation management in the digital environment, including online reputation management systems (ORM), and identifying priority areas for the development of digital PR in Russia. The article is of interest to PR specialists, communication managers and researchers in the field of digital communications.