Communicative Strategies of an Opinion Leader: "Someone Else's Word" as a Means of Expressing an Assessment in a PR Biography

The article provides a multidimensional characterization of the genre of PR biography, which is frequent in PR discourse. The authors analyze "someone else's word" as a means of expressing an assessment in a PR biography, using such research methods as lexico-conceptual-semantic, interpretive analysis, contextual analysis, content analysis. Evaluativeness in PR discourse acts as a significant category that carries the general tone of the statement. Opinion leaders of various social status use a typical communication strategy typical of modern PR discourse, and at the same time carrying a new tactic, broadcast by one or another author / addressee. The results of the scientific research are shown on the basis of identifying the mechanisms by which direct positive assessments are included in the PR biography.