PUBLIC RELATIONS AS A PART MARKETING COMMUNICATIONS

Abstract

This article Public Relations as a Part of Marketing Communications reveals the theoretical foundations, analyzes the definitions. The analysis showed that public relations are an integral part of marketing communications with great potential for achieving the company's communication goals and appropriately complement other tools of the communication complex within the framework of integrated marketing communications. The principles on which the activities of public relations are based are revealed, and the main functions of public opinion are highlighted: information function - collection of information; analytical function - information processing; evaluation function - evaluation of processed information; constructive function - search for solutions, development of the necessary direction of public opinion. We must understand that information work is one of the forms of social management, and its result can and must be considered purposeful interaction with society, bringing it to a state in which this or that problem will be solved or become less acute. Thus, a public relations specialist must be in constant dialogue with various structures of civil society, in a two-way, balanced communication.