PUBLIC RELATIONS IN B2B AND THEIR ROLE IN MEDIA MARKETING COMMUNICATION
PUBLIC RELATIONS IN B2B AND THEIR ROLE IN MEDIA MARKETING COMMUNICATION
Author(s): Diana Karrafová, Alena KusáSubject(s): Social Sciences, Media studies, Communication studies, Management and complex organizations, Sociology of the arts, business, education, Human Resources in Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: B2B;company communication;PR;media;social networking sites;media events;commercials;
Summary/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.
Journal: Megatrendy a médiá
- Issue Year: 3/2016
- Issue No: 1
- Page Range: 253-270
- Page Count: 18
- Language: English
