PUBLIC RELATIONS IN B2B AND THEIR ROLE IN MEDIA MARKETING COMMUNICATION
Journal Title: Megatrendy a médiá - Year 2016, Vol 3, Issue 1
Abstract
Relations with the media represent a crucial part in the framework of marketing mix activities implemented by businesses as they help increase company brand awareness. Due to media going electronic and social media status, public relations are going through changes which influence the PR concept itself even though its main role remains unchanged – building up trust, enhancing brand awareness, generating positive messages towards the public, partners, customers or clients. One of the main drawbacks in relation to PR, however, is their inaccurate measurability of success or rather slow feedback on businesses´ communication strategy (excluding negative messages). As a result, PR mainly refers to a longterm activity with indirect impact on target audience. It is recommended to focus on complexity and entirety of the whole marketing communication strategy.
Authors and Affiliations
Diana Karaffová, Alena Kusá
Keywords
Related Articles
- EP ID EP169584
- DOI -
- Views 95
- Downloads 0
THE IMAGE OF EASTERN TRADITIONS IN SLOVAK AND CZECH MEDIA
The nature of the contemporary globalized world, migration trends and environmental concerns bring along new issues, cultural patterns and religious models that are little known in our geographical region. This paper foc...
HOW DIGITAL GAMES CAN HELP SENIORS
Today, many seniors struggle with issues of isolation and depression, often times having no friends or family around, leading to declines in their mental abilities. Paper aims to eliminate these issues and stereotypes bu...
COMMUNICATION OF SLOVAK UNIVERSITIES TOWARDS PROSPECTIVE STUDENTS VIA SOCIAL MEDIA
The paper is part of a complex study focused on the online communication of Slovak colleges and universities. It refers to the target group of potential applicants reached via social media and websites which are one of t...
ONLINE REPUTATION MANAGEMENT – THE STUDY OF POLISH LIFE SCIENCE COMPANIES
In just a few years, social networking sites have become extremely. Their users, following own objectives, can act not only to company’s, irrespective of its size and maturity, marketing advantage but sometimes also agai...
BUILDING CUSTOMER RELATIONSHIPS AS AN ALTERNATIVE TO TRADITIONAL COMMERCIAL TOOLS
It is obvious that customer loyalty creates a relationship with a particular company or a brand. This relationship, however, needs to be built on trust and long-term cooperation. There are various subjective factors infl...