At the first stage, our managers analyze the information about the brand, product, or service circulating in the informational field and compare it with the information about competitors. Then we choose digital channels based on the business tasks and objectives, taking into account the key messages of the brand for different target audiences. Such an approach helps us choose a set of tools for achieving PR objectives. We do our best to ensure that these tools are in line with the developed strategy: either while working with negativity on the Internet, or SEO promotion. Like any other PR tool, digital tools are best used together in a comprehensive digital strategy.