IDEAS home Printed from https://ideas.repec.org/a/rdc/journl/v6y2015i2p46-49.html
   My bibliography  Save this article

Public Relations – an Essential Communication Tool in Marketing and Media Environment

Author

Listed:
  • TANASE, George Cosmin

Abstract

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.

Suggested Citation

  • TANASE, George Cosmin, 2015. "Public Relations – an Essential Communication Tool in Marketing and Media Environment," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 6(2), pages 46-49, June.
  • Handle: RePEc:rdc:journl:v:6:y:2015:i:2:p:46-49
    as

    Download full text from publisher

    File URL: http://crd-aida.ro/RePEc/rdc/v6i2/5.pdf
    Download Restriction: no

    More about this item

    Keywords

    Company Environment; Media Exposure; Promotional Mix; Brand-building; Target Groups; Sponsorship; Corporate Impact; Coverage;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rdc:journl:v:6:y:2015:i:2:p:46-49. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Theodor Valentin Purcarea) The email address of this maintainer does not seem to be valid anymore. Please ask Theodor Valentin Purcarea to update the entry or send us the correct email address. General contact details of provider: http://www.distribution-magazine.eu .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.