Public Relations – art of confidence inspiring

Jerzy Olędzki

Dynamic development of public relations in the world seems to be a consequence of tiring noisy forms of advertising and promotion. Conformity with the facts and highest social value of PR relies on two way communication and aiming (aspiration) for arranging a settlement and in foothold about reliance conditions of favorable operations.PR takes a stand in economic institutions, often in two significative contexts: commercial PR, where as part of marketing is one of six components/tools of marketing (megamarketing) strategy related with traditional sale and purchase, and second: social communication PR, which takes a stand as important element of strategy articulated e.g. in the mission of enterprise. When PR-man aims at conquest of wide reliance of confidence, he tries to convict about social requirement of this firm functioning, prompt community interest in what good is happening in company, how company reacts to clients expectations and to other different social groups.Public Relations is an art of confidence construction through careful done plan of long-term information activity for maintenance of social acceptance in the company, among clients, in financial and public institutions etc.Public Relations doesn't fight with "strangers and differency" but it is fitted for ascendant conditions in the midst, because contrary to propaganda, PR respects opinions and views of receivers, it helps with apprehension and acceptance of diversity.

KEYWORDS

public relations, information and social communication, promotion, marketing, mass media