Analysis and substantiation of the impact public relations: on effectiveness company's marketing activities in a competitive environment

This work is divided into three chapters and aims to analyze the role and impact of public relations on the marketing activities of companies in a competitive environment. We think that public relations based on corporate social responsibility (CSR), which involves a variety of programs designed to promote a company's image or to protect it, is nowadays the substance of a company's success. In a marketing communication strategy, public relations has become a crucial management tool designed to favorably influence attitudes towards an organization, its products, and policies by defining the communication plan to promote a positive and professional image of the company. The public relations contributes to the development of an organizational communication strategy that allows the search for potential partners. But also the creation of social activities, allowing the company to get closer to its public. In this research, we have clarified certain points, as public relations is based on a major idea: the mobilization and commitment of a trusted party to modify perceived images, opinions, and, ultimately, behavior.

Pagina's: 136, Paperback, LAP LAMBERT Academic Publishing