 :  PR  
 


    ,  PR    : c ,     .    ,   ,   .     :     72-    Agile-  PR- ,      .    ,     ,     .





 :  PR  



  


 



   , 2026



ISBN 978-5-0070-8735-3

     Ridero


 :  PR  




 ר  


           PR   ,    .       ,       ,    .

    ,     :     ,       .           ,   ,     ,     .

   ,             :   ,     ?      ,     ?       ,    ?   PR-  -      ?




 


PR   :   ,   ,        ,   .

  : ,  ,     ,    76%     (Play Bigger).

 =  :          14  ,    .    PR-   .

   PR-:   -     ,  ,     .

   :      ,   .     ,   .

    :        PR-,   ,     .



      .    ,   .      ,            App Store.







 ,      ,       ,   ,    ,    .          .

      ,        :     ,       . ,   , ,      .           ,     ,  ,     .

 , -         ,        .  PR  ,      ,           ,    ,   ,        .

            ,   , PR-   .     , ,    ,        .

             ,    -.    :   ,   ,  ,      ,      PR-.      ,     .

                    ,       .   PR     ,    ,     ,      .

   ,             , ,    .          .    ,   .      ,           App Store.




 1.   PR     PR





1.1.    


 PR   ,     ,    .     ,    ,     .       ,   ,  .    ,  PR-    .

       .        20 .    Reddit          ,      . GitHub-       ,      .

 McKinsey Global Institute,   2022 , ,              14        .             .

   PR-           .      ,     :   ,    ,      ,    .

     Cloudflare  2019 ,      8chan     -. CEO                  PR-    ,             ,       .                  .

, Facebook[1 -   : ,  ,      .]  2018    ,         Cambridge Analytica.       ,               .      50       .

 ,      :   PR       ,         .     ,   .




1.2.     


     ,        .     ,      , , DevOps-,              .

,      API  Hacker News  ,    ,   TechCrunch,         .        ,     ,      .  -       ,    .

    PR- ,    :    ,   ,      .    ,   PR-     ,      ,   .

   MongoDB        SSPL  2018 .   ,    open source,      : -,  ,   open source . MongoDB      ,                                 .

                     .   ,        : AI-powered, blockchain-enabled, quantum-ready        .  PR            ,     .

 Stack Overflow Developer Survey  ,            (67%),   (54%)      (48%).    -      . PR-,     ,       .




1.3.    PR-


    ,     PR   (Product-Led PR).    ,          , ,    .  -     ,  ,   ,        .

Apple       MacBook Air,   ,        Macworld  2008 . Slack             ,   WOW-    . Notion            ,     PR-.

  ,   PR  .   ,    PR         . PR-     ,         (  ,     ,   ,    ),      ,     ,      .

  Zoom    COVID-19.         10   300         .       :  ,  ,  .           . PR- Zoom   ,      (   ),         -  ,  -   ,    .

   :    PR-,                 . Zoom     ,  CEO       ,             .         PR-,    .




1.4.    


     .    : , , ,   ,  ,    .  ,    ,      .

 Apple    App Store      .  ,       ,  ,   , ,   . PR- Apple            ,          .

   PR , -,               . -,             ,         . -,  ,        .

Salesforce          B2B-.    Dreamforce      ,    .   ,    ,              CRM. Salesforce       Salesforce    ,      .

 ,    ,    PR                ,       .          PR-,       .         ,               .




 2.  :    





2.1.  vs. :  


        :    (messaging).      ,    .

    ,       .      .       40%.   10    .  ,    ,   .           .

      , ,   ,              .     -       ,   ,   ,      .

Salesforce :       ,         ,     ,   SaaS. Amazon Web Services          ,          ,    . Stripe  -    ,     ,      .

    ?  ,   .    ,     ,   .         ,  ,         .    ,    ,    ,       .

         .             .   ,   CEO,   ,   ,  ,      ,   .         .




2.2.  --


     ,     ,    --.          .

        .     .   . ,      (   ),     ,  ,     (      ).   , ,          .

   ,       .   :          ( 10 ),     ,    .       ,    ,   .     ,      ,   .

     ,     ,      ,      .    ,          ( ),       ( ,  ).

,       Notion.      ,   ,   ,   ,     .      ,           .   ,           ,      ,     .

  :       ,        ?            ,   .       ,      ,      .




2.3.  :     


      PR         . ,  ,           ,         .

         .   ,   ,     .  Salesforce       2000 ,    SaaS      ,    SAP, Oracle  Microsoft. Salesforce          ,            ,   .

Al Ramadan, Dave Peterson, Christopher Lochhead  Kevin Maney   Play Bigger (2016)    ,  ,  , Category Kings.   ,  Category King    76%             ,      ,  .

    ?     :   ,      ,    ,      ?       :  ,    ,    ,    ,     .        :  ,  ,  ,     ,          .

Hubspot     (inbound marketing)     ,   ,   INBOUND, -,        .   ,      inbound marketing,      Hubspot     .

      ,          ,     .  ,      ,     .




2.4.     


  PR    :   ,       ,      ,       .

  :     ,        .     .      ,     .    40%     ,        ,   .

             . ,       ,    ,          ,     .

Stack Overflow Developer Survey  ,         .         ,   ,    . Stack Overflow         ,         ,          .

Stripe     -,          . Cloudflare     ,   -. GitLab     DevSecOps.      ,       ,     .

     PR-:    (       );      ;        ,      ;     ,       . ,    ,    ,    ,    .




 3.     





3.1.    


,     PR,        ,   .      ,              .

            Forbes, New York Times, Wall Street Journal, Financial Times, The Economist, , , .      ,       ,    .   NYT         ,     :  ,     ,    ,     .

     : , Tadviser, Cnews, TechCrunch, Wired, The Verge, Ars Technica, MIT Technology Review.      ,     ,       .      B2C-      .

    B2B-   : InfoQ, The New Stack, Hacker News, Antimalware, Adindex,  ,     (Netflix Tech Blog, Airbnb Engineering, Meta AI[2 -   : ,  ,      .] Research Blog).        ,        .              ,      .

    : Gartner, Forrester, IDC, 451 Research.  B2B-,   enterprise-,     Gartner    Strong Performer   Forrester Wave   PR-,    enterprise-.        PR-.

      :      Twitter/X, YouTube-  ,  , newsletter-.                ,     ,   .

            ,  ,       -,         .




3.2.   :   


   PR        ,        . ,    ,       ,    ,        PR-.             .

,        .       . PR-,      ,   - ,    -. PR-,      ,      ,         ,    .

      .  .         ,   .    PR-  .     :     ,   PR-,           .

   ,   .  ,      ,    ,     -. PR-,          ,   . PR-,   ,    ,           .

   .    ,  ,    :      ,     ,       ,     .   -       .         ,   ,      .

         ,   CRM   , ,   ,     ,       .   ,                  .




3.3.   


      PR               ,      .  ,         .     ,      .

  : ,     ,          ,      .    ,   ,      .     :       .

       .     :       enterprise-CTO,     WSJ  FT (  Forbes, ),    TechCrunch.                    ,     .     :         ,         ?

    :       (          );         ;                  ;            .

     (embargo):            .           ,   .     ,      .




3.4.    PR-


  -       (earned media,   ,      )    (owned media, ,      ).  ,    ,            .

    ,      PR-.   Netflix, Airbnb, Stripe, Cloudflare    ,    ,    .         .  ,                -   ,     .

      PR-.    ,       ,       ,     .              ,     ,     ,     -     .

     ,     . a16z Podcast, Software Engineering Daily, Acquired    ,    ,             .  ,          ,        ,    .

    PR-   . Keynotes    Apple WWDC, Google I/O, AWS re: Invent    ,         .       YouTube, loom-           ,        .

   :    PR  ,      ,      . ,      -,     . ,    ,          ,     ,       .




 4.  :      IPO





4.1.      


    .   MVP  100         ,         .           .        .          .

  (soft launch)          .      ,   ,        ,     .          :     ,          ,   .

  (hard launch)       :  , ,  ,    .     ,            . ,       ,    .

     ,       ,    PR-. ChatGPT     5    PR-     .     ,     :  ,    ,      ,      .

    ,       ,       .    ,       .     :       ,       .

            -,     ,  B2B  B2C.         ,                   .




4.2.  :  


      PR-    . ,         ,   ,   ,           .     ,   .

      .       ,   .        , ,      ,   . Hubspot    inbound marketing    ,      ,    ,     .

            .    ,      . CEO-,     ,     LinkedIn  Twitter        ,   ,        .

     ,      PR-.         ,    ( 50 000    )      ,   .

Notion, Superhuman, Figma       (waitlist + invite-only)   .       PR (70 000   ),     : ,  ,     ,          ,   .

       : , ,    ,   ,       ,        .      ,         ,   .




4.3.  :      


      ,     . PR-    ,       ,         .

           .       : -, FAQ,   , ,     -.      -:   ,    .     : ,   ,       ,       ,    .

           .       ?      ?    ,        ?   ?         ,    .

     :  ,         ?        ?      ?            ,     .

    Apple Maps  2012 .    ,      .                 .        ,          .    CEO          ,   ,    .

          :     (  ),       ,    ,   .           48       .




4.4.  :  


         .        ,    ,    .            ,        .

                .          :  , NPS,   (  ,      ).      follow-up   ,      PR-,     .

   customer stories.  ,    ,    . ,   B2B-   .    ,   .  ,  ,    .          .

       .              .           ,          .             .

     .     PR-   .         , Discord-, ,      PR-,         .

,         (thought leadership)  ,   ,            . ,   3         ,      ,      ,    ,      .




 5.  :    





5.1.   


    ,       .         .

        .  ,  ,  ,  ,            ,                   .

   ,        .  ,  500   Facebook,       .  AWS,       ,  ,    .      .

     .     (  )     :   ,   ,    ,   .      (  )   (     ).

       .   (failures)    ,            ,     .     , ,               .    ,    ,               .      ,     ,       ,     .

 Edelman Trust Barometer Technology 2023 ,   ,     ,    12%  ,   ,     ,    34%.  ,             -      .




5.2.  24 :  


    24   .          ,   ,           .     ,   ,  ,        .

 :      .      ,   ,      .            ,     .        ,    ,        ,   ,    .

      :    (    );  ,        ;  ,     ;     .       :  ,    ; ,     ;   ,         .

      .  ,  Statuspage (  Atlassian),           .   Slack, GitHub, Stripe    :     ,    ,       .           ,    .

GitHub  2018      DDoS- (1,35 /),    5 .     postmortem      ,    ,    ,    .           . ,  postmortem,  ,       GitHub.

      24      :   ,        ,     ,               .




5.3. Postmortem  PR-


     postmortem (   )   .   ,   , ,           .   PR  postmortem           ,    .

 postmortem     -    .        ,        ,    .          ,    ,   .            ,           -  15 . ,             -,    .

AWS     postmortem   .       2021 ,     AWS Lambda   ,   ,         ,   ,    .       ,          ,   ,       .

  postmortem              . ,    postmortem    , :    (  ),     ,     .        ,    .

   Equifax    2017 .    ,       ( 147  ),        ,        .            ,    575     CEO.    ,   postmortem, .




5.4.      


      ,  . ,        ,     ,     (  )  .

      .     .            ,         .   ,  ,    ,         .

     .          :      (     ),       (       ).               ,       ,   .

       .      ,   ,   .      ,     ,   ,     ,       PR-.

  Slack      2021 ,           .          postmortem,       ,   .    ,      ,  Slack      ,      .         .

        :  .             .      ,        ,    ,  . ,          ,       ,   .




 6.     : PR   





6.1.    B2B-


  B2B-         .                    Gartner Magic Quadrant  Forrester Wave.  ,           ,     PR- B2B-.

          .      ,     ,          ,      ( ,     ..).           .

         (analyst briefing).     ,      ,   .   :     ,     ;         ,       ;         ; follow-up     .

  Gartner     :   (completeness of vision)     (ability to execute).         ,      ,   ,     . PR-,       ,    ,      ,    .

Forrester Wave           ,     Forrester       -,     . -        ,      ,  ,   ,    PR-.

        : IDC, 451 Research, Ovum, Nucleus Research,      .           Gartner  Forrester,         .




6.2. Investor Relations  PR-


      ,    , Investor Relations (IR)      PR-.         (   FD  Fair Disclosure  ),      .

         :       (earnings calls),  ,  , road shows,   CFO  CEO, -    .      -   PR-,      .

      IR:    .    ()        . -         .  ,      2020 ,          .

 earnings call    IR-.     ,    Wall Street   Q&A-.   earnings call     ,    :       ,     ,   guidance   ,     ,    .

     IR  Microsoft   .    CEO  2014 ,        Windows company  cloud-first, mobile-first .        ,     earnings call,   ,   .    2021    Microsoft   300     2         ,         .

 ,   ,      ,     . -  PR-:   ,      ,     . Founders Fund, Andreessen Horowitz         ,        ,    .   ,                ,      .




6.3.    IPO


             .  ,        (prospectus, S-1/F-1  )   PR-,          (quiet period)    .

  IPO (pre-IPO roadshow)      . CEO  CFO       ,   ,   ,     .      IPO,     .      IR, PR      :   ,     ,     .

S-1  ,      SEC         PR-.          .         :   , , ,    .  S-1,   ,             ,    .

 S-1 Google  2004               ,            . Dont be evil  ,     Google,      .    ,                .

IPO Airbnb   2020 ,   ,    :      ,     ()    . ,  Airbnb   IPO,   ,            .       ,   ,   ,      .




6.4.       


               ,   .      :             ,         , ,  .

              . ,    ,  ,          ,   ,      Google, Meta     .

     PR-      .    ,  talent risk       . ,    -     ,    ,      .

Stripe , ,    ,         . Stripe Press ( ,  ,    ), Stripe Sessions (,      ,    ),                  ,    .     ,   ,           Stripe.

       ,   - . LinkedIn Talent Insights          . Glassdoor  Blind        .         ,     .    IR-            .




 7.       





7.1.    :  


    PR     ,        ,     .      ,          .

Twitter/X      PR.     : , , , .       Twitter ,     .   CEO,  ,        Twitter .       20222023             Bluesky, Mastodon, Threads,       .

LinkedIn     B2B-.     LinkedIn      ,         thought leadership .    CEO              ,  -  . LinkedIn-       ,      B2B PR.

YouTube   PR-   .  ,  ,   , keynotes       YouTube     . ,   ,       ,   . YouTube-    , ,       ,        .

Reddit   :  ,                 PR.    Reddit  ,        .  r/programming, r/devops, r/MachineLearning               .

GitHub     ,    PR-.  .     GitHub   ,    issues,  contributions  open source ,  sponsorship        .            ,  .




7.2. CEO  :   


       PR          CEO.  ,  ,  ,            ,         .     ,    .

  .  CEO              ,    . ,  ,          .  CEO     ,    -: 20    Twitter   ,         .

   .   CEO    ,   ,       .        Tesla (Am considering taking Tesla private at $420. Funding secured)  2018       20  ,  SEC,         .

    CEO   ,   .     ,  CEO       PR- ( ,  ,  ,  ),  ,     ( ,   ,   ,  ).

     (voice guide)  CEO: ,  ,  CEO  ,  ,     /  .           ,            .




7.3.     


        (   ,     )   (     50 000   ).            PR    .

       .      :         ,    .   ,        ,             .

         . ,                ,    :         ,      .               .

        .       .     ,     ,        ,     ,   .      PR-,      ,         .

   Basecamp  2021 .            ,              .  Jason Fried  DHH       -  , ,     .       :     ,      .                .




7.4.   : PR  


 ,   -    PR-       ,      ,     .         :     Stack Overflow,     Figma Community,     Notion.

           ,    . Viral loop (  )      : Calendly ,       , Figma      , Slack        .  product-led growth,    PR-.

    ,    .    . ,    ,    ,         .   :      ,   ( ,   ),        ,    .

        . GitHub Stars        open source . Notion Ambassadors     ,   Notion. AWS Community Heroes   ,      AWS.      :       ,   .

  :             ,    ,   ,  . ,    ,    ,    ,         .




 8.  : PR  





8.1.       


 ,      ,  ,      .     ,   ,     ,        ,        .

       :    , disruption (  )  ,     ,      .      .       ,    ,   - ,  -     .   disruption           .        ,    .

            .      ,    ,    .       .    ,       .   ,      ,         ,    CEO.

  Airbnb  .              ,       (belonging everywhere),        ,          .         ,            ,     .   ,        ,   ,     .




8.2.      


    TechCrunch, Wired, MIT Technology Review    ,       .    , ,         ,   .

        :      ,    ,       ,       .          :     ,   .

          .    YouTube-        :      ,   .   WhatsApp[3 -   : ,  ,      .]-          -.   Instagram[4 -   : ,  ,      .]  ,        lifestyle-.   LINE-     .

             .                 .             ,   .        .         ,     .

  PR-    PR-         .    ,        ,     ,   ,    .   -,        -,     . ,      .




8.3.    PR-


            . GDPR  ,      ,        ,            ,    .

    .     Google  Apple,     TikTok,     CEO         ,  PR-    :  ,  ,  ,  .

      .     ,      .       ,           . PR-,       PR-,   ,     .

            . ,             ,      ,     ,    ,     ,  ,      .

Apple       .            ,  Apple     ,     .      ,              .  Apple       App Store,         .




8.4.       


 2020-        : .       ,    ,               ,     .

Google     2010 ,   Project Dragonfly  2018                 ,          PR-.                .

              .       -,    PR-. ,  ,       ,   . , ,     .       PR-        .

          .        ,            . ,            ,    ,     .

    . ,     ,      ,    ,  ,    .     ,      .

   . ,              ,           ,        ,   .




 9.   PR:    





9.1.     PR


   PR     ,     -:     .    ,     ,    . PR   , AVE (Advertising Value Equivalency    )     ,        .

         .  PR-       ,      ,     ,  PR-   .       :   ,     .      .            .       .

    PR-       .      (output metrics):   PR-.     ,    ( ,  ,  ),     .    , ,  .

     (outcome metrics):    .  (brand awareness)   ,      (          ),     ,    .

   -:  PR-   -.      PR-,     -,  PR-     B2B-,      (   ).           ,     PR   -   ROI.

 ,  ,   :   ,   .      ,   ,     ,       .       ,              -.




  .


   .

   ,     (https://www.litres.ru/book/raznoe/kod-media-tekhnologicheskii-pr-tsifrovykh-produktov-74306809/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


  : ,  ,      .




2


  : ,  ,      .




3


  : ,  ,      .




4


  : ,  ,      .


