In modern socio-economic conditions, PR activity, as a relatively new practice and a special type of management activity, is included in all spheres of public life. The purpose of this study was to identify the essential characteristics and priorities of PR activities from the perspective of its bilateral symmetrical model. The article reveals the breadth of its interpretations, which comprehensively represents public relations as science and art, process and activity. The specific features of this activity are identified: communicative, social, moral, intermediary, managerial and strategic in nature. The technologies of organizing PR activities are indicated, which can be oriented both to the external and internal public. The choice of technologies with a strategic and tactical orientation depends on the goals of the company's communication strategy and its financial condition, the main directions and types of its activities, corporate standards and values. The disclosure of the essence, features and principles of PR activity made it possible to determine its priorities at the micro, meso and macro levels.