The Role of Public Relations Strategy in Creating Corporate Image of B&H Construction Companies
Journal Title: Quality Procedings - Year 2015, Vol 9, Issue
Abstract
Corporate image is a strategic category of modern business, and the scientific and expert consensus about that exists. To become a factor of business excellence, the image has to be of a good quality, i.e. positive, stable, clear, viable and capable of generating growth and development of each construction company in B&H. Such an image is the product of a strategic rather than intuitive approach to its creation. It leads to an increase in the reputation of the construction company, affects internal and external essential groups of public, distinctiveness in the market, increasing competitiveness and other communication and business benefits. The paper focuses on the role and basic steps of public relations (PR) strategy in the creation of high-quality corporate image of the construction companies in B&H. The paper examines the awareness of managers of this group of companies in B&H of the importance of PR strategy for their corporate communications and business in general. The presented results of a study conducted in a group of managers in the construction industry indicate the need for their increasing awareness about the necessity of a strategic approach to corporate PR and image as a factor of business success.
Authors and Affiliations
Senija Šehanović, Đenar Terzić
Keywords
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