A typology of the public relations strategy employed by pharmaceutical firms on the Polish market – An analysis of selected examples and their market conditioning

Abstract

From the viewpoint of pharmaceutical companies, the employed tools of communication in the realm of public relations is a very important element of communication with many groups of their milieu, internal as well as external. Especially in the example of the second category, PR activity is often the only available means of communication of these organizations and their milieu, as the existing legal regulations essentially limit the possibility of realizing their communications activities, including those linked with the promotion of their own products, and especially advertising of these products. The goal of this article is to analyze selected communication strategies executed by pharmaceutical companies on the Polish market over the last two decades, and their market conditioning, as well as delineating their basic typologies.