Современный менеджмент: проблемы, гипотезы, исследования [Электронный ресурс]: сб. науч. тр.
This study focuses on the analysis of the financial impact of positive and negative PR-communication on the Russian aviation market. The influence of all types of PR activity on increase in shares sales was found and attributed on the example of three largest Russian airlines. It is also shown that an increase in the number of negative information about the company in mass media leads to decrease its share prices, which will not happen in the reverse case, an increase in the quantity of positive information does not leads to increase share prices and prices volatility.