Public Relations in the Communication Mix of Vinprom-Troyan AD

Authors:

Pages: 69-76

Abstract:

Effective communication is one of the goals of public relations. It is an essential condition for the success of any action in the organization and can be achieved when the audience important to the institution is defined and segmented correctly, their attitudes, needs and desires are identified. Unlike publicity, advertising provides an opportunity to control the information that appears in the media. “The advertiser (whether a direct customer, advertising agency or PR specialist responsible for advertising elements in a particular PR campaign) has every right to control the content, place and time of publication or broadcast of the advertising message” (Stoykov & Pacheva, 2007, p. 48). The purpose of the report. is to present the role of public relations in the communication mix of “Vinprom-Troyan” AD.

Keywords:

public relations, communication, advertising, direct marketing, personal sales.

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