Marketing Public Relations

Abstract

In business it is not always easy to determine precisely the role and status of Public Relations vis-a-vis disciplines such as Marketing, Advertising and Propaganda. In some organizations Marketing, Advertising and Propaganda are disciplines with a dominant status and the leading role, whereas Public Relations has the status of a supporting discipline in communication programmes. But in companies which take care of their image and good relations with their public, Public Relations is a management function with a leading role in communication management. Nowadays Public Relations is becoming a booming business in Eastern and Central Europe. We are all witnessing the social recognition of the Public Relations profession and the important role of Public Relations practitioners The Public Relations Society of Yugoslavia-PRSYU was launched to support the efforts of Yugoslav practitioners who are striving to improve the standards of their practice in an attempt to keep pace with international trends in Public Relations. The project approach of developing and promoting Public Relations in Yugoslavia is based on marketing philosophy and marketing strategy.