Abstract
Purpose: The authors show the essence of communication management as part of public relations activities, carried out by specific market entities, such as local government units. Design/Approach/Methodology: This article is the result of a broad, although regional, research conducted in Poland in 2020. Findings: Based on the results of empirical research, the article shows the purposefulness and legitimacy of actions taken by Polish local governments in the field of communication with the market environment, in the context of the impact of community relations. Practical Implications: Local government units with activities referred to as territorial marketing are among the numerous spheres of social life in which the marketing method of management is revealed.
Highlights
The multi-directional and multi-threaded activities carried out by communication managers, and PR specialists require activity in many areas, depending on the target group they plan to reach
The tool supporting the survey was a set of consultations on the construction of the research tool, conducted with the participation of selected press spokesmen of local government units and employees of organizational units responsible for the promotion of these units
Information on the analysed issues was obtained from 142 local government units, which means that the collected research material was obtained from 76.7% of entities of the studied population
Summary
The multi-directional and multi-threaded activities carried out by communication managers, and PR specialists require activity in many areas, depending on the target group they plan to reach. PR activities directed at the most widely understood subject of the organization's environment - society, are called quite variously in the literature on the subject, namely "neighborhood PR" (Gawroński, 2009), "community outreach" or "public participation" (Forest and Mays, 1997), or just "community relations" These activities can be broadly defined as a series of mutually beneficial activities carried out in partnership with one or more parties, the activities aimed at shaping the company's reputation (organization) by presenting it as a good, cooperative member of the community. As part of the implementation of these tasks, local government units organize or coorganize various cultural and sports events These events can be treated as promotional tools, building the market potential and competitive advantage of a city or region; they are a specific element of the tourist product offered. The Internet is used for market research and analysis; powerful databases are built to support and enable more effective customer service, concepts for new products and services are developed, and the Internet is a sales and distribution platform - it turns out that it is a potent, versatile, and highly diversified marketing communication tool (Gawroński and Jakubowski, 2018)
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