Strategia circulară a campaniei de comunicare și relațiile publice
The Circular Strategy of Communication Campaigns and Public Relations

Author(s): Florentina Popa
Subject(s): Social Sciences, Communication studies
Published by: Editura Politehnium
Keywords: brand; values; mission; vision; circular strategy;
Summary/Abstract: Public relations are the creators and guarantees of the brand’s image through the permanent blending of the two components which are simultaneously perceived by the public – the logical component, based on beliefs and convictions, and the psychological component, based on emotions and values. The way in which these two components combine results in the brand’s unitary image. The brand’s credibility is given by its logical component, which creates safety and trust, while the emotional component stimulates the individual’s desire to interact with the organization either as the company’s employee and/or consumer of its products and services. Communication and public relations campaigns are important activities in promoting the brand image and their strategies are thought out to be circular, the organizing process is dynamic, continuous and cyclical so that the assessment stage represents project validation, but it also becomes the source of the first step of the next campaign as it completes the research stage with the new information it brings from the development of the previous campaign. The paper will analyse public relations communication strategies from the perspective of parameters influencing the communication process according to Meletzke’s model.

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