Valery V. Bezpalov, Anna B. Tsvetkova, Marina G. Shilina, Vera V. Golovina, Svetlana A. Avtonomova

Abstract

As a research subject, the relevance of PR support in retailers' strategic investor relations is due to the fact that for a long time now, following the financial crisis and in the wake of geopolitical tensions, companies in the retail sector in Russia have withheld stock offerings, particularly among foreign investors. Thus, information and communications support are necessary to reach out to investors and provide them with all crucial information not only about the company but also the industry and outlook. Greater relevance is now found in comprehensive efforts to maintain all communication processes in preparation for an IPO, which might promise more efficient performance in building awareness among the investment community concerning the company's investment advantages, development goals, financial standing, and social focus‎.