Public Relations an Essential Communication Tool in Marketing and Media Environment

Traditionally, public relations (PR) are an activity which in most companies has been structurally separated from marketing communications. It originated in the function of press agent , the main activity of who was to bridge the gap between the company s point of view and media coverage of the company s activities. Gradually, press agents became a vital part of the company s communications efforts targeted at various publics or stakeholders, and the activity of press relations evolved into the public relations function. Staying in touch and creating goodwill with all types of audiences has become an extremely sophisticated and complex task. This is illustrated by the fact that in most companies the PR function directly reports to the chief executive officer (CEO). However, not only do the type and number of target groups of PR exceed marketing communications target groups, but also the nature of the objectives is quite specific, as well as the tools and instruments used, although some of the latter are similar to those used in marketing communications.