Abstract
this paper studies the relationship between the functions and theories of two subsequently adjacent spheres: journalism and PR. Since a proper literary base on this topic has not yet been formed, the author is trying to draw up a diagram with his own hands that reveals the essence of PR journalism in the process of implementing projects of the new media platform “Kinopoisk”. One of the most striking media promotion strategies of the Kinopoisk service over the past couple of years is the information service of the series “The King and the Clown.” The use of several methods of covering cinematic and cultural news at once demonstrates the process of a steadily promising merger of PR and journalism. The content that is published on the platform is specific film information, and the content that is generated around the platform itself is an original PR product dedicated to cinema. It is it that continuously creates informational occasions for professional film journalism and provokes waves of discussions on social networks among the viewing audience. Such a merger speaks of a deeper diffusion of phenomena, the analysis of which is the subject of the article presented by the author.
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