Decisions Related to Planning of Public Relations in Enterprises
Decisions Related to Planning of Public Relations in Enterprises

Summary/Abstract: This article highlights the importance and the essence of public relations, it also discusses the planning of public relations within the theoretical level. It emphasizes the importance of systematic and purposeful planning of public relations to company‘s activities. Public relations were properly researched by: F. Kotler, W. G. Zikmund, M. d‘Amico, H. L. Zankl, L. C. Hon, S. Harisson and others. The importance of public relations comes out when conflicts between company and public are being solved, when a positive image of company is being formed, when promoting the brand of company‘s goods, demonstrating social responsibility of company, when gaining the confidence of consumers and their loyalty, when ensuring the efficiency of marketing programme.Theoretical studies of public relations highlighted a broad scope of its usage, big influence on the efficiency of marketing programme and the importance when public relations with market members are concerned. But the current situation in Lithuania related to public relations, according to different sources, allows to state that this activity is being developed episodically, it receives little attention, because the importance of public relations on the increase of company‘s efficiency is not understood fully. Inconsistent public relations may guarantee short results, to form doubtful relationships with purposive groups. Basing on the empirical research carried out in 2005 (Rumbutis, 2005), we may state that most Lithuanian enterprises employ intense public relations, but only 63% of respondents have formed the strategy of public relations, others have no strategy at all. The benefits of public relations manifest themselves only in the long run, activity results are hardly corrected and it is rather difficult to evaluate the efficiency of the programme, so the process of public relations planning acquires specific meaning. Public relations become a concurrent part of any company‘s strategy that wants to gain public loyalty or good name. In practice, it is difficult to implement the programme of public relations and this determines irrelevant importance of public relations within the context of company‘s strategy. Besides, a lot of companies wrongly interpret the concept and the functions of public relations.

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