BLACK PR IN MARKETING AS AN INVESTMENT TOOL FOR BUSINESS DEVELOPMENT

Objective. The objective of the article is to analyze the role and specific features of black PR in marketing activities, considering it as a tool for attracting investments and stimulating enterprise development. Methods. To achieve the outlined goal, the following methods of empirical and theoretical research are applied: analysis, synthesis, comparison (to determine the main aspects of black PR in enterprise marketing activities and its impact on development); content analysis (to study examples of black PR use in marketing strategies); sociological methods (to assess consumer attitudes towards black PR practices); psychological methods (to study the influence of black PR on consumer moods and behaviour). Results. The research proves that black PR, although controversial, can serve as a tool for investing in enterprise development when used rationally and cautiously. The main features of black PR as a non-standard marketing tool, its ability to form unique competitive advantages, and its impact on company image are identified. Black PR is shown as a tactic that requires businesses to prepare and develop crisis management strategies carefully due to its potential negative impact on reputation and possible ethical risks. The findings suggest that despite its controversial nature black PR can be an effective marketing tool when used rationally. It can create unique competitive advantages, draw attention to the brand, and boost its recognition. However, due to risks such as reputational loss and ethical issues, its application requires meticulous planning, strategic preparation, and the development of crisis management measures. Special attention is given to the advantages and disadvantages of black PR. This approach can deliver swift marketing results but may also provoke public condemnation, loss of customer trust, and legal complications. Furthermore, the article emphasizes that integrating black PR into marketing strategies should be done cautiously, as this tool aimed at undermining competitors may backfire and harm the company itself. The authors stress the importance of developing effective crisis management strategies to minimize negative consequences and restore customer trust. The conclusion highlights that black PR is merely one component of a broader PR strategy, and the long-term success of an enterprise is more reliant on building a positive image, fostering trustful relationships with customers and investors, and maintaining ethical business practices.