THE USE OF PUBLIC RELATIONS (PR) IN COMPANY’S COMMUNICATIVE POLICY

Abstract

Public relations is becoming an indispensible element in every organizational unit. The way as well as the scope of use of public relations are different in Polish companies. It is the result of how the company is run and the knowledge of the new trends in public relations. The study is based on the findings of the research carried in 2008 among the management staff in Kolporter Group. The study attempts to indicate public relations tools used by the management staff and to determine the extent of their conscious use by the management staff.