Abstract
The article analyzes the geographical classification models of public relations used in the cultural sphere. The selection of such a classification is due to the national cultural specificity, which performs integrative function, combining artificial objects into stable integrities with separated values and meanings within the society. This all ows to identify the social groups according to the ir characteristic cultural needs and priorities. Also, the study reveals a tendency to improvement of adaptation of institutions of socio-cultural sphere in the market environment through the use of PR-technologies. This trend makes the socio-cultural organization focusing on businessneeds, while articulating the ir own interests. The article stresses on the importance of active implementation of fundraising technology, the use of which has to provide for development of institutions that work in the socio-cultural sphere
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