Wykorzystanie public relations w działaniach wiejskich jednostek terytorialnych
The Use of Public Relations in the Activities of Rural Territorial Units

Summary/Abstract: The aim of the study is to show the application of public relations activities conducted by rural self-government units of the local level. Attention is focused on the most important external groups of recipients of message - potential investors and tourists. The study discusses public relations activities undertaken in relation to them, used instruments of public relations and their influence on creation of mutual communication. The research was based on the data analysis and conducted interviews. The results indicate that the use of public relations activities is still relatively limited. The rural territorial units use essentially the most popular tools of public relations at the basic level. The possibilities offered by electronic media were used especially unsatisfactorily. We can notice not only the still limited set of tools, but also the one-sided influencing on target groups and as a result few examples of mutual communication. Undoubtedly, it is necessary to develop the implementation of elements of public relations, especially the most modern ones.

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