Yearbook

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  PUBLIC INTEREST IN ADMINISTRATIVE RELATIONS

  The present scientific paper analyses the public interest in the context of administrative relations. Theories and concepts of the public interest in administration and management have been presented, and the reasons for public interest have been discussed in details. The essence and characteristics of administrative negotiation as administrative ... The present scientific paper analyses the public interest in the context of administrative relations. Theories and concepts of the public interest in administration and management have been presented, and the reasons for public interest have been discussed in details. The essence and characteristics of administrative negotiation as administrative attitude have been justified. The role and importance of administrative contracting for the governance has been justified. The study aims to analyse “public interest” and to present its importance for the administrative relations. To achieve this objective the following tasks have been set: theoretical analysis of the scientific expressions of “public interest” in administration and management; considering administrative relations in management; practical research on public interest in administrative relations; summarising the results achieved, formulating conclusions and recommendations. The main research thesis is subordinated to the idea of the key role of public interest in administrative relations, and after an empirical study, it has been confirmed. The study concludes that public interest is the basis of public policies and public interest, it is a key prerequisite for developing administrative capacity and reducing administrative burdens.

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  APPLICABLE ASPECTS OF CUSTOMER-CENTERED BUSINESS MODELS

  The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered ... The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered business models, opportunities of their execution to be deduced. Based on the indicated strengths and weaknesses, an author’s customer-oriented model for maintenance of the relationship with the customers has been developed, the idea of which is to integrate and overcome the disadvantages of the models that have been reviewed.

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  PUBLIC RELATIONS AND THEIR ROLE IN COMMUNICATION POLICY OF ORGANISATIONS

  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 ... 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.