Public relations in the marketing communications system

UDC 339.138
DOI: 10.36871/u.i.k.2024.12.01.003

Authors

Sofia A. Belikova,
Roxalana S. Adeeva,
North-Ossetian State University named after K. L. Khetagurov, Vladikavkaz, Russia

Abstract

As the modern world is increasingly surrounded by advertising, the growing attention of various spheres to public relations in recent years is not accidental. It is determined by a number of objective factors: variability, growing dynamism, and the ambiguity of the business environment have led organizations to establish and maintain stable information links with partners and consumers. Two-way information links are necessary for monitoring and forecasting. PR is a means of strategic management of the behavior of both external and internal spheres, while powerful informational influence acts as a tool. Law, politics, business, architecture, engineering and thousands more possible profiles will not do without a successful PR department. Managing your information field becomes a necessity for any organization operating in society.

Keywords

public relations, PR, marketing communications, company image, competition.