Public relations as promotional activity
Public relations give opportunity to the organization to present its image and personality to its own “public”- users, supporters, sponsors, donors, local community and other public.
It is about transferring the message to the public, but that is a two-way street. You must communicate with your public, but at the same time you must give opportunity to the public to communicate easier with you. The real public relations include dialog – you should listen to the others, to see things through their perspective. This elaborate is made with the purpose to be useful for every organization, not for the sensa-tional promotion of its achievements, but to become more critical towards its work. Seeing the organization in the way that the other see it, you can become better and sure that you are giving to your users the best service possible.
Robert L. Matis and Johan K. Jackson, “Human resource management: Essential perspectives”, 2005;
David F. Robinson, “Business etiquette: Деловна култура – Правила за убаво однесување во деловниот свет”, 1994;
George Е. Belch, Michael A. Belch; “Advertising and Promotion”; McGraw-Hill; 2007;
Watson Ѕ. Dunn, "Public Relations a Contempory Approach", Homewood III Richard L. Irwin, 1986;
“Odnosi so javnosta”, Nada Sekulovska, 3 izdanie, januari 2009;
Cutlip Ѕ., Center, A. "Efective Public Relations", Prentice Hall, Inc, 1971.
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