PR-комунікації на міжнародному артринку

The purpose of the research is to conduct a comprehensive analysis of PR communications transformation in the international art market within the digital economy and identify key trends in the development of communication strategies of leading art institutions. The methodology is based on a systematic approach that allows examining PR communications as a complex multidimensional process, as well as a comparative method for analysing communication strategies of various art institutions. Methods of analysis and synthesis were used to identify main trends in art market development. The scientific novelty lies in the systematic analysis of new forms of PR communications in the international art market and identifying their impact on the transformation of artistic practices. For the first time, the synergy between traditional and innovative communication strategies of leading art institutions has been analysed in the context of global digitalisation. Conclusions. The research demonstrates a fundamental transformation of PR communications in the art market under the influence of digital technologies. A trend towards the integration of traditional and innovative communication strategies has been identified, where digital technologies become an integral part of the artistic process. Educational initiatives and social responsibility of art institutions are gaining particular importance, forming a new paradigm of interaction between art and society.