The Role of Public Relations in the Contemporary Society

Abstract

Public relations - regarded as a complex of methods and techniques concerning image management and the success of different organizations' activities - impose themselves increasingly in a constantly changing world, characterized by diversity, interdependencies on a socio-economical level but, also, instability or disputes. Whether it is present in the private or public areas, PR contributes not only to the good of the organization, but also to the general public's interest. In other words, the interest of the organization might be aligned to the problems and desires of its public. If the organization as a whole has a good image amongst its public, the latter will have a sympathetic attitude towards the organization's actions and will help it surpass situations of crisis. Under the circumstances, communication through public relations offers multiple ways of expressing the organization's intentions, position and achievements, of getting feedback from the public by establishing interactive connections between different social entities. From this point of view, a modern society could not function without the constant presence and influence of public relations.