TERMINOLOGY OF ENGLISH PUBLIC RELATIONS DISCOURSE AND ITS TRANSLATION INTO UKRAINIAN

Abstract

The article provides a comprehensive linguistic analysis of terminological units functioning within modern English public relations (PR) discourse. Particular attention is paid to abbreviations, the process of their formation, and their role in modern communications, as well as transformations resulting from technological advancement. The relevance of the study is driven by the rapid transformation of communication processes under the influence of digitalization and the integration of artificial intelligence, which necessitates a conceptual reassessment of the industry’s existing lexical corpus. The study refines the definition of «discourse» within the context of socio-cultural conditions and examines its typology, defining PR discourse as a dynamic open system at the intersection of linguistics, marketing, and sociology. Key methods of terminology formation are analyzed, specifically through the borrowing of general vocabulary via terminologization, as well as borrowings from related fields such as economics and statistics. Special focus is placed on semantic distinctions in pairs of terms that are often mistakenly considered synonymous in Ukrainian translation, such as public and audience. It is proved that prefixal models (specifically with the morphemes dis-, mis-, and out-) play a crucial role in marking the nature of communication and its effectiveness. The phenomenon of eponyms arising from the high-profile media nature of the industry is investigated. The article examines the system of abbreviations in detail as a unique professional code that ensures the conciseness of professional communication. Specific emphasis is placed on the emergence of new acronyms influenced by the development of Large Language Models, including an analysis of the PESO model. It is demonstrated that PR discourse is an open system that is constantly updated, reflecting changes in technology and social values. Consequently, a transition from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) is identified, indicating a paradigm shift in content consumption. The work holds practical value for communication specialists, industry translators, and researchers of modern media processes, offering a foundation for the further systematization of Ukrainian equivalents for the English PR terminological system.