Integration Perspectives of the Communication Management within Organizations’ Policy

Nicoleta Cristache Chihaia, Irina Susanu, Adrian Micu () and Angela Eliza Micu ()
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Adrian Micu: Dunarea de Jos University of Galati, Romania
Angela Eliza Micu: Dunarea de Jos University of Galati, Romania

Economics and Applied Informatics, 2010, issue 2, 209-215

Abstract: While the marketing specialists reach the conclusion that building a brand in the XXI century signifies customer relationship development in a permission marketing approach, the public relations starts to be the pillar of the brand strategy. The target public coverage level and frequency, the coordinates in which advertising proved to be traditionally more efficient than public relations, will become less relevant in the future. In this new context, the marketing professionals will be more interested by notions as “commitment” and “involvement” which will be focused on public relations tools as: customers’ information, rather than the products promotion; the gain of trust rather than the gain of time; initiation of dialog rather than submission of messages.

Keywords: public relations; communication management; internal communication; CSR (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2010:i:2:p:209-215

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