The popularity of a shopping mall depends on many factors, the main of which are customers’ loyalty, choice, satisfaction of their expectations and receiving of positive emotions. In this complicated process of formation, PR is an important component of success, while it is responsible for informing about news and promotions, dialogue with subscribers on social networks and even interviews with visitors of a mall. Over the past year, 145 news stories have been published about “Prospekt” shopping mall. More than 720 times it has been mentioned in the media in articles, reviews, publications and recommendations. 240 visitors have become speakers in “Prospekt's” media projects. Moreover, 5 new segmented types of audience were identified in the shopping mall, they are: sketch artists, fashion setters, theater ambassadors, food testers and digital consumers who are simultaneously shopaholics, shop-hunters and customers of “Prospekt” shopping mall. Therefore, it was interesting to talk to them and about them, to share experiences and photos on the pages of “Prospekt” shopping mall on social networks.