Kyianytsia I. Development of links between libraries and the public in the regional socio-cultural sphere

This, thesis examines the main theoretical approaches to the use of public relations in libraries as well as practical basics for using PR technologies in regional universal scientific libraries. It also analyzes the status of the of library- public relations development problem and specifies the research scope. The paper has specified terminology of the domain and the basic concepts of the research subject what enabled suggesting rationale for the theoretical basis and methodological tools of the study.The achievements of the central libraries of the USA and Western Europe in the sphere of developing relations with various target groups are highlighted. The characteristic features of the main stages of implementing technological basics of public relations by the libraries of Ukraine have been clarified. The modern trends of using links between libraries and the public at the regional level are studied. A relevant model of system development of effective links between domestic libraries and the public in the socio-cultural space of the region is developed based on: a sequence of specific actions (situation analysis, setting goals, developing and implementing a communication plan with different target groups, analyzing the campaign effectiveness), availability of qualified specialists and their ability to operate the tools, specific foreign and domestic experience, support of state authorities and local self-government, attracting sponsors and fundraisers for cooperation, appealing to the media through innovative projects and generating creative content.