Public relations: Theoretical framework and instruments

Abstract

Public relations essentially include communication between people and its human component is what scientists have always found interesting. Moreover, in the modern virtual world, they are gaining in importance and developing a completely new dimension. This comes as a consequence of the increasing usage of modern technology and social networking sites, with both individuals and organizations becoming more and more visible in the digital environment. Public relations represent an authentic and modern type of interpersonal communication, promotion and growth of the organization, together with its goods and services. By creating an adequate public relations strategy and its efficient implementation, companies build up their image and gain good reputation by establishing long-term relationship with their target groups. The aim of this paper is to cover three aspects: Firstly, to present the public relations genesis, beginning with the first authors dealing in this area, all the way to the contemporary comprehension of this concept. Secondly, to show that it is of great importance for organizations to represent themselves properly on the Internet, primarily through digital media and social networking sites. And finally, to exhibit the most significant public relations strategies and instruments, including the internal communication between the organization and its employees.