PUBLIC RELATIONS MODEL IN MARKETING COMMUNICATION
Journal Title: Volumina Jurassica - Year 2016, Vol 17, Issue 2
Abstract
Speaking about communication and dialogue between organization, which offers goods and services, and the buyer, the important role of Public Relations should be noticed. It is sig-nificant for the process of sharing values and obtaining benefits for both sides of the transaction. Effective Public Relations within the organization eliminates conflicts and promotes the growth of productivity. Moreover, it builds the identity of the organization. PR directed to the consumers can inform and persuade them company’s products and services and gives information about the effi-ciency of this process. The concept of “model” in regard to Public Relations means a basic assump-tion of this activity, the logic operation, selection of relevant resources, scope and nature of internal and external relations, collaboration with external entities as well as the basic relationships of cause and effect. The model can be also scientifically proven in the process of gathering evidence and rel-evant references. It should be the result of an investigation leading to final definition of the model. Throughout this process, one should be open to modifications connected with changing reality.
Authors and Affiliations
Wiktor Widera
Keywords
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