engleski

Development of the public relations model

In modern business conditions, when the most efficient information is exchanged via the Internet, public relations significantly changed its role in virtually every company on the planet. Public relations are considered part of the promotion tool within the marketing mix. The development of information technologies has enabled a new role in public relations, which becomes a very important function of management. There are several reasons for this and the most important is the fact that every company is not an isolated island but part of the wider social environment. Public relations, especially in online conditions, are not only important but a regular managerial activity. The public relations department is still the main organizer of all after-sales activities, but in coordination with the management. Hence, the development of the public relations model is analysed. The paper constructs a model that is appropriate to the needs of today's companies that allows mutual education between companies and the relevant environment, called the information-educational model. The further development of the public relations model will depend on the development of the economy and information and communication technology sector (ICT).

Public Relations ; Model ; Organization ; Management

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