Researching the application of public relations in Montenegro
Researching the application of public relations in Montenegro

Summary/Abstract: This paper researches the application of public relations (PR) in terms of running a business in modern conditions. The study is focused on public relations in Montenegro in order to view the main reasons why many companies and institutions still do not understand the need to apply this managerial function. This paper is a field research in the area of PR in Montenegro. Apart from Montenegrin companies, this research considers foreign companies that do business in Montenegro. Montenegrin PR is at the beginning stage, which is shown in the results of the research. The results of our research reflect that there is a direct positive correlation between managing public relations on the one hand and the achieved business results on the other hand. Based on the results of the integral research, owners and managers are given certain recommendations which can be used to encourage efficient business operations of Montenegrin companies.

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