THE USE OF PUBLIC RELATIONS IN PROJECTING AN ORGANIZATION'S POSITIVE IMAGE

Ioana Olariu

doi:10.29358/sceco.v0i25.390

Abstract

This article is a theoretical approach on the importance of using public relations in helping an organization to project a positive image. The study of the impact information has on the image of organisations seems to be an interesting research topic. Practice has proved that the image of institutions has a patrimonial value and it is sometimes essential in raising their credibility. It can be said that an image is defined as the representation of certain attitudes, opinions or prejudices concerning a person, a group of persons or the public opinion concerning an institution. In other words, an image is the opinion of a person, of a group of persons or of the public opinion regarding that institution. All specialists agree that a negative image affects, sometimes to an incredible extent, the success of an institution. In the contemporary age, we cannot speak about public opinion without taking into consideration the mass media as a main agent in transmitting the information to the public, with unlimited possibilities of influencing or forming it. The plan for the PR department starts with its own declaration of principles, which describes its roles and contribution to the organisation.

Highlights

Public relations represents an important promotion and communication instrument
A major mass promotion instrument is represented by the activity of public relations – creating good relations with various existing categories of the public, obtaining a favourable media representation, creating a company image in the public perception, and judiciously managing or removing the negative effects of rumours, accounts or unfavourable events that are harmful to the firm
The Public Relations Department can partly or entirely fulfil any of the following functions: Maintaining relations with the press or mediating these relations: creating and placing in the press valuable information deemed as newsworthy in order to attract the attention toward a person, product or service

Summary

Introduction

Public relations represents an important promotion and communication instrument It is less often used, it has a significant potential in raising public awareness and creating preference for a certain product on the market, as well as in repositioning and maintaining products on the market. Public discourses can generate mediatisation for the firm It has become increasingly common for leaders of companies to answer questions addressed by journalists or to speak during meetings organised by owners’ associations or during sales conferences, while these events can strengthen the firm’s image.

The image of organisations

Conclusions