Reseach On Certain Aspect of Pr Function in Serbian Companies

Zusammenfassung

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The paper presents the results of the research on certain aspects of PR function in Serbian companies. 70 PR managers were polled, and it is estimated that they represent a third of the total number of PR managers in Serbia. 29 questions were asked, and they were divided into three characteristic categories: a) Questions relevant to the analysis of the position of PR managers and their profession; b) Questions relevant to the analysis of characteristic profession and education of PR managers; c) Questions relevant to the analysis of the most frequent and most important activities and media for the performance of PR function. In addition to the presentation of the results of the survey, the paper also presents their detailed analysis.

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Auszug

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Reseach On Certain Aspect of Pr Function in Serbian Companies

1. Introduction

One of the most important segments of marketing is marketing communication. The aim of communication is to set the communication receiver into action, which should be perceived more comprehensively in terms of creating a situation which could result in taking or giving up the action. Modern society has made a step into a new stage of its development, which is defined as 'information society'. What is essential for doing business in information society is the production and distribution of information. According to (Kotler/Armstrong 1996), fast development of information technologies and direct marketing has had the most important impact on forming a new pattern of marketing communication, which is defined as integrated marketing communication. This model involves careful integration and coordination of many communication channels - from standard media of mass communication to direct marketing, designed to send a clear and consistent message about the company, its products and services.

Modern approach to a company's communicative activities implies integrating all the forms of communication aimed at achieving synergic effect in the communication process. Along these lines, public relations assume the characteristic of a communicative activity which should permeate the entire process of market communicatio...

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