Tkachuk O. Marketing communications in bank activity: public relations

The processes of PR forming and development in the system of marketing communications of bank. Development of theoretical and methodical positions and practical recommendations about improvement of PR in activity of banks in modern practice. General scientific methods: the system analysis and synthesis, comparison; special methods of research: economic-statistical, expert; modelling; marketing methods. The structure of elements of business reputation of bank which is based on combination of basic components of firm style of bank, its image, reliability, firms standards and organizational culture was offered. The necessity of formation of bank cooperation in the direction of PR was proved and the methodical approaches for creation and realization of combined public relations-campaign of banks were developed. The method of calculation of efficiency of publications, the model of formation of administrative image of bank were implemented . The commercial banks of Ukraine, educational process.