Wpływ Public Relations na wzrost wartości firm i instytucji

The possibility of raising a company's market value with the help of public relations is becoming extremely attractive in the context of the present situation on the market. PR seen as the management of communication is able to select the right messages, tools and methods in order to stimulate the growth of a company's value most effectively in given conditions. The PR experts take care of the firms proper relations with the media; they organize conferences, inform about any changes, prepare materials for the press, design web pages and arrange interviews; thus upkeeping good relations with journalists. They also manage the editing of leaflets, brochures and periodicals aimed at facilitating the communication within the firm and outside. Furthermore, they work to win the support of opinion-setting circles and personalities thus involving them in the creation of the company's positive image. They also manage the system of visual identification by creating the standards of Corporate Identity. Moreover, they take care of the employees' image and draft their speeches. Dealing with crisis situations is their task, too. The monitoring of media and their own conduct is their final duty.  Many factors point to PR's having a decisive influence on the market value of  companies.

REFERENCES:

• Budzyński W, Wizerunek Firmy, Warszawa 2002.
• Cenker M., Public Relations, Poznań 2000.
• Dereń A. M., Prawne uwarunkowania public relations w Polsce, Bydgoszcz 1999.
• Mruk H., Analiza Rynku, Warszawa 2003.
• Ries A., Ries L., Upadek reklamy i wzrost public relations, Warszawa 2004.
• Rozwadowska B., Public relations, teoria, praktyka, perspektywy, Warszawa 2002.
• Wojcik K., Public Relations od A do Z., Warszawa 2001.
• Woytowicz-Neymann M., Kozierkiewicz R., Puławski M., Słownik Handlowy Angielsko-Polski, Warszawa 1991.