Lokutova Olena, Kashchenko Olena

PR-consulting in the field of micro-fertilizer application forapplication of micro-fertilizers in agricultural production in ukraine

The subject of research is a mix of theoretical and practical aspects of the useof PR-consulting tools in the application of microfertilizers in agricultural practices.The purpose of the research is to identify, substantiate and enhance the approachesto the development of a set of PR consulting of tools as direction agriculturalconsulting to strategic promotion of the microfertilizers. The methodology. Thearticle was written with the use of the following methods: critical analysis,abstraction, comparison, generalization, deduction and synthesis. This methodologicalapproach makes it possible to consider and compare modern tools in the system ofdevelopment and implementation of effective strategic PR-consulting. The resultsof the work. The features of PR-consulting in modern conditions were identifiedas an important component of the strategy of promoting these products in theUkrainian market. Conclusions. The application of the tools described in the articlewill help to increase communication with final consumers, effectively to createPR-strategies and successfully to promote products in the market, positioning themaccording to current consumer needs.

Keywords: PR, consulting, Extension, microfertilizers, agricultural practices,plant nutrition systems

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