The Importance of Public Relations in Managing an Organization's Image
Abstract
The business world is characterized by fierce competition, and in order to win new customers and keep existing ones, companies must distinguish themselves from the competition, have a specific idea that is reflected in its public image. The public relations activity in an organization has the role of creating a positive public image, on which both strong customer relations and implicitly increased sales are based, as well as maintaining a good reputation. The paper aims to explore the importance of public relations in creating the image of an organization through the offline and online communication strategies chosen as the most effective.
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