Abstract
Public relations give opportunity to the organization to present its image and personality to its own “public”- users, supporters, sponsors, donors, local community and other public.It is about transferring the message to the public, but that is a two-way street. You must communicate with your public, but at the same time you must give opportunity to the public to communicate easier with you. The real public relations include dialog – you should listen to the others, to see things through their perspective. This elaborate is made with the purpose to be useful for every organization, not for the sensa-tional promotion of its achievements, but to become more critical towards its work. Seeing the organization in the way that the other see it, you can become better and sure that you are giving to your users the best service possible.
Highlights
Public relations give opportunity to the organization to present its image and personality to its own “public”- users, supporters, sponsors, donors, local community and other public
Public relations as promotional activity Many authors consider the public relations as consistent part of the business policy, so they do not put them in promotional activities, but as a function closely related with the managing of the company
Public relations represent significant element of every promotion. They are integral part of the whole promotional effort and they must be Iliria International Review – 2011/2 © Felix–Verlag, Holzkirchen, Germany and Iliria College, Pristina, Kosovo coordinated with the rest of the elements of the promotional mix
Summary
Public relations give opportunity to the organization to present its image and personality to its own “public”- users, supporters, sponsors, donors, local community and other public. The public relations, seen by the companies’ point of view, where each individual is included in making and conducting of the company policy, should be considered significant promotional activity, coordinated with all elements of communication with the market, that is, with the public. In creating such communication directed toward the market and toward the public all promotional activities are included, subsequently the public relations, too.
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