E-Knjižnica FET "Dr. Mijo Mirković"

The impact of public relations on company's effectiveness

Jerman, Damjana and Završnik, Bruno (2007) The impact of public relations on company's effectiveness. In: 4th International Conference "Global Challenges for Competitiveness: Business and Government Perspective", 27-29. 9. 2007., Pula, Croatia.

Puni tekst
[img] PDF - Objavljena verzija
Restricted to Samo registrirani korisnici

Sva prava pridržana. Nije dopušteno niti jedan dio reproducirati ili distribuirati bez prethodnog pismenog odobrenja.

Download (211kB)


The company's effectiveness as a philosophy and as a result of communication activities has been explored by innumerable authors (McArthur, and Griffin, 1997; Schultz, and Kitchen, 1997; Low, 2000; Pickton, and Broderick, 2001). Company's effectiveness and related performance is a robust and ongoing necessity to business. Have companies become so good at implementing public relations to lead to company's effectiveness? Moreover, an even more important issue concerns the ability of public relations to interface effectively with key stakeholders who could impact on organisational performance. Public relations make an organization more effective when it identifies strategic constituencies in the environment and then develops communication programs to build longterm, trusting relationships with them. Participation in strategic management provides the integrating link for public relations to enhance organizational effectiveness. To provide its unique contribution, however, public relations must be separate from other management functions. However, communication programs should be integrated or coordinated by a public relations department; and that department should have a matrix arrangement with other departments it serves. There is ample evidence that the century-long domination in marketing communications by mass media advertising and advertising agencies is coming to an end. Marketing budgets are being shifted away from traditional advertising to behaviour-oriented disciplines like consumer promotion, direct marketing, and direct-response advertising (Nowak, and Phelps, 1994). The fact is that public relations in the form of trade and business media relations, case histories, thought-leadership campaigns and industry conferences – deals effectively with hard news and detailed information. What is new, however, is the emerging power of public relations to drive the marketing communications machine, especially when the core message is value. Smart marketers will examine how their competitors publicize their accomplishments, what messages they deliver, which statistics they cite and which influences advocate their positions, and then incorporate that information into their public relations strategy (Shadle, 1998). One example of how a particular communications function has been brought into the marketing communications mix is the use of marketing public relations. This public relations tool (e.g. publicity) is being used more and more to increase message credibility and save media costs. Duncan (1986) found in a national study of client marketing and communications managers that 95 percent thought marketing public relations and advertising should work together; however, only 32 percent said they thought this was happening (Duncan, and Everett, 1993). The next issue we deal with is the development of public relations industry in Slovenia evolving from publicity-oriented practices into varying degrees of professionalization.

[error in script]
Tip objekta: Materijal konferencije ili radionice (Paper)
Dodatne informacije: 4/2007
Ključni pojmovi: Public relations, Company’s effectiveness, Public relations industry, odnosi s javnošću, efikasnost poduzeća, industrija odnosa s javnošću.
Teme: 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 659 Reklama, publicitet. Informativni rad. Odnosi s javnošću > 659.4 Odnosi s javnošću (PR)
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 17 Oct 2012 11:39
Zadnja promjena: 08 Jan 2013 09:50
URI: http://eknjiznica.unipu.hr/id/eprint/1642

Actions (login required)

Pregledaj stavku Pregledaj stavku