Public Relations as a form of communication between an enterprise and the market

Authors

  • Elżbieta Wolanin-Jarosz The Bronislaw Markiewicz State Higher School of Technology and Economics in Jaroslaw https://orcid.org/0000-0002-3678-9213
  • Piotr Jarosz Student of the Bronislaw Markiewicz State Higher School of Technology and Economics in Jaroslaw

DOI:

https://doi.org/10.52934/wpz.2022.02

Keywords:

public relations, social media, mass media, conferences, fairs, sponsoring, lobbying

Abstract

The article presents the functions, tasks and basic public relations instruments used by modern enterprises and other organizations. The author of the study emphasized the role of public relations as an important element of the company’s marketing strategy used to conduct an efficient dialogue between the individual and the environment.
The publication points out that activities related to building relationships with the environment are not limited only to the circle of current or potential buyers. Mass character is replaced by individualization and standard procedures by striving to create the closest possible ties with the strategically most important reference groups. More and more often, public relations is understood not only in the instrumental sphere as shaping relations with the mass media, but also in a modern – strategic approach as a function of communication management.

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Published

2022-12-30

How to Cite

Wolanin-Jarosz, E., & Jarosz, P. (2022). Public Relations as a form of communication between an enterprise and the market. Contemporary Management Problems, 10(2(21), 25–34. https://doi.org/10.52934/wpz.2022.02

Issue

Vol. 10 No. 2(21) (2022)

Section

Artykuły

License

Copyright (c) 2025 Elżbieta Wolanin-Jarosz, Piotr Jarosz

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