Pr во время чумы: анализ бизнес-дискурса российских банков в условиях пандемии коронавирусной инфекции covid-19

Digital communications are the leading platform for business, especially in difficult epidemiological conditions. Email newsletter to clients is still one of the most affordable and quite effective communication channels, whose most important function is the company’s PR strategy. The article attempts to conduct a pragmatic analysis of the business discourse of Russian banks in the crisis situation. The study showed that VTB, Tinkoff and Sberbank chose a traditional PR strategy of focusing on the categories of reliability and stability. However, we consider the PR strategy of credibility implemented by Tochka bank to be more promising. This strategy is based on the claim of the bank to be the best option for its customers. We think that the principle of approaching the audience as proactive and active can be effective for any financial organization. The bold decision of the leader of the Tochka Bank to give an honest and not softened assessment of the current economic situation in Russia and how inspiringly he turned the hazard category into an opportunity in his text, in our opinion, maximize customer loyalty. DOI: 10.24411/2070-0695-2020-10206