USER-GENERATED CONTENT IN PUBLIC RELATIONS: THEPRACTICE OF UZBEK COMPANIES

The rapid growth of global Internet users necessitates the search for new approaches to public relations (PR) activities. This article defines the phenomenon known as user-generated content (UGC), identifies its role in marketing communications, and analyzes the reasons behind the increasing share of consumer-generated content online. Special attention is given to the advantages of using user-generated content in public relations practice. The growing importance of UGC in promoting and maintaining a company’s or organization’s brand is particularly emphasized.The article examines the experience of using UGC in the promotion of products and services by well-known Uzbek companies, highlighting the most common methods for encouraging users to create content and engage in company activities. Based on the analysis, the author concludes that national companies do not actively integrate user reviews and materials on their official websites and do not always fully utilize feedback mechanisms.The researcher argues that thoughtful and competent use of user-generated content in a company’s PR activities–without requiring significant investment–increases sales, optimizes brand interaction with customers, and today represents the most authentic and “trendy” form of public relations work.