Abstract
Every day we are surrounded by numerous messages that public relations professionals create in order to achieve their goals. Whether the target group will get and understand the message the way it has been planned, depends on many factors among which the most important are knowing the audience, shaping the message and the credibility of the source that delivers the message. In communication with the target audiences, public relations professionals most often use media of mass communication since they allow larger numbers of people to receive the message. Since researchers show that as much as half of the media content is created by public relations professionals, it could be said that the professionals have a key role in creating public opinion.
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