Corporate Image and PR Campaigns: Influences and Interdependence

Authors:

Pages: 37-50

Abstract:

The paper examines the interrelation of corporate image and PR campaigns in the communication policy of organizations and the role of consumers in the prosperity of corporate brands in the context of the digital economy. The text is structured in two parts. In the first part the semantic dimensions of the concepts of "corporate image" and "PR campaign" are outlined, certain typologies of PR campaigns are examined and their common roles in the activities of the individual organizations are identified. The dynamics of the image is outlined, its dependence on corporate identity and corporate culture and its influence on the behaviour of the stakeholders – the strategic audiences of the companies. In the second part the concept of the image maker's role, determined by the changes of the marketing paradigms and the development of online communications, is examined.The main focus of the study are the ideas of the trust business and the triumph of "reversed" and "winning" marketing in the scale of hypercompetition.

Keywords:

corporate image, PR campaign, consumers, image makers, marketing

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