Communication with the public - an effective tool in the process of the enterprise

Public relations, as is known, is a form of linking the organization's philosophy with its practical activities and interests of the target audience, and also serves as a criterion for assessing the public opinion. Proper organization of public relations contributes to the development and implementation of plans to ensure understanding, awareness, perception, activity and support of this very public.

In practice, various tactical and strategic means of establishing contacts with some internal and external target audiences are public relations. Such interaction creates all conditions for the delivery of a message that informs the audience and forms certain knowledge in it.

Public relations is a way of creating or changing opinions, actions and attitudes that are important for achieving marketing goals. In our modern information period, when making decisions about the acquisition of a particular product or service to the consumer, it is often necessary to have a certain amount of detailed information that can be obtained through appropriate channels.

The effectiveness of communication with the public is evidenced by its tools, which can include: news on television, Internet sites, sociological studies of various kinds, popularizing announcements and newsletters, as well as industry symposiums, lecture cycles and public events.

The decision to include this issue in the structure of the marketing complex is taken by a public relations committee dealing with consumer interaction, improving the image of the trademark, and improving the credibility of it, which begins with awareness and ends with increasing loyalty and changing consumer opinion. To ensure the fulfillment of these functions, it is necessary to ensure communication with various external and internal audiences. Secondly, the committee investigates the possibility of increasing the consumer value of a particular product or service using information methods. When faced with various threats (both current and potential) or the emergence of a critical situation that can be overcome to protect a particular brand, the Public Relations Committee does its work. And, fourthly, communication with the public is necessary in influencing the decisions and activities of legislative bodies that can have a significant impact on business.

The use of public relations as a link between the organization and some of the audiences that can have a beneficial effect on its activities is quite effective in the current conditions of management. It is in this role that public relations often performs certain functions.