ПЕРСОНАЛИЗИРАН ПБЛИК РИЛЕЙШНС И ИЗГРАЖДАНЕ НА ВЗАИМООТНОШЕНИЯ
PERSONALIZED PUBLIC RELATIONS

Author(s): Milen Filipov
Subject(s): Library and Information Science
Published by: Бургаски свободен университет
Keywords: public relations; relationship; personalization; dialogue; zero moment of truth
Summary/Abstract: Personalization of Public Relations is more widely applied in corporate communications. This is due to the transformation from an Age of Deference to an Age of Reference. Public Relations as a social communication approach for conducting open dialogue proves to be a leading approach in the B2B and B2C communication. The dynamics of this dialogue requires active content personalization. This is due to the necessity to view stakeholders as separate individuals

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