engleski

Strategy of Public Relations as a Part of Contemporary Marketing

In this paper, the object of consideration is a small company and as a subject and goal is to explore an effective model of introducing and maintaining public relations. In this sense, the methods of analysis and synthesis, ie induction and deduction, as well as abstraction and modeling, have been applied. First, the basic characteristics of small businesses are explored and identified, especially in globalized and dynamic market conditions. The researched data indicate a large participation of small enterprises in terms of employment and social product creation, but also their participation in the dynamization of the national economy. Special attention is paid to public relations and it starts from the scientific assumption that in small companies it is not only a marketing but also a managerial activity. This claim is based on the fact that a small business manager is usually the sole or predominant owner as he performs most of the creative and executive activities in running the business. In that sense, research has been done that has shown that public relations has a broader and more important function and not sales promotion. In addition, the goal is to research the model of introducing and maintaining public relations and defining the process of activities at the lowest possible cost. Therefore, the second hypothesis implies that the development of information technologies enables the setting up of a public relations process via the Internet with the aim of cost and time efficiency. Using scientific methods, IT opportunities provided by new technologies such as portals, blogs, forums, video conferencing and social networks were explored.

Public Relations, Small Business, Internet, Information Technology

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