PUBLIC RELATIONS IN B2B AND THEIR ROLE IN MEDIA MARKETING COMMUNICATION
Journal Title: Megatrendy a médiá - Year 2016, Vol 3, Issue 1
Abstract
Relations with the media represent a crucial part in the framework of marketing mix activities implemented by businesses as they help increase company brand awareness. Due to media going electronic and social media status, public relations are going through changes which influence the PR concept itself even though its main role remains unchanged – building up trust, enhancing brand awareness, generating positive messages towards the public, partners, customers or clients. One of the main drawbacks in relation to PR, however, is their inaccurate measurability of success or rather slow feedback on businesses´ communication strategy (excluding negative messages). As a result, PR mainly refers to a longterm activity with indirect impact on target audience. It is recommended to focus on complexity and entirety of the whole marketing communication strategy.
Authors and Affiliations
Diana Karaffová, Alena Kusá
Keywords
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