Tsanko Iliev Stefanov
PUBLIC RELATIONS AND THEIR ROLE IN COMMUNICATION POLICY OF ORGANISATIONS
Summary:
Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the “PR” system is a complex process, through which optimal publicity of an organisation’s activities is achieved. It improves its prestige, which is the guarantee for maintaining a favourable image among the general public.The thesis that the author justifies, is that public relations help harmonize the interests between an organisation and various groups of the society in order to maintain a constant two-way connection with the consumers, choose the right response to crisis situations, to achieve transparency and publicity of their actions in business. The aim of the study is to analyze and interpret public opinion, attitude and any other issues related to the studied structures and to present marketing tools for approving their positioning to the public. The main tasks are focused on analyzing public relations; defining the practical aspects and main activities of public relations specialists; presenting the duties of PR specialists and the PR activities performed in an industrial enterprise and in a public institution; defining the main tools of the public relations marketing which are used in both studied structures.
