Economic science/ 6.Marketing and management

Plakhotniuk Olena

National University of Food Technologies, Ukraine (Kiev)

Public relations as a factor of success of the modern enterprise

Practice shows us that traditional marketing is not sufficiently effective today. In modern conditions reputation management should pay attention not only to corporations and holding companies, and small businesses. The company should not be allowed to opinion about it evolved uncontrollably.

For the most part advertising companies do not form in the mind any particular unique characteristics of products and services. This is why the Ukrainian producer is relevant branding and PR-technologies.

Companies need to inform consumers about their benefits, not only to make good products.

Almost every public persona or company is important hype. The main goal - to make sure that you talked about and certain groups of society. To do this, and there are links with the public, or otherwise Public Relations (PR).

It should be understood that the PR business - is in any case not a game with a social consciousness, on the contrary, it is informed about how things are in reality.

Today, those who didn’t care about the business or just do not attach importance to advertising, are trying to keep a company in the shade as it was and not to attract attention of tax services.

In Ukraine companies for many years PR worked with "not clean" technologies, moreover the very phrase unfortunately had a negative connotation. Lately, public opinion has changed a little bit, and fast growing numbers of PR managers are paying very close attention to the PR.

There are a huge number of problems that can solve public relations management. For example: monitoring of the public opinion.

Management of the company, it’s important to have a data on the level of public trust. Thanks to great numbers of studies audience management definitely can adjust and implement the company’s marketing policy.

A major task of PR-managers is the development and market launch of brands. Thus was absolutely unwound, for example, the new brand «Body Shop», which was worth it just to tell a founder of the new type of cosmetic products familiar reporters.

Public relations or PR however, has a basic purpose like any other marketing’s area: to make a profit at the expense of the successful sale of goods to the customers.

Direct marketing – is a direct sale of the products in an absence of a counter, PR – is, above all, a formation of a positive attitude of audience of a public to the brand and the company.

The best PR-tool of a company is the employees. In addition to public relation - policy organizations, a very important role played by good developed relations within a team. Shared ideals and values are a connecting link between all the employees. And of course, to maintain a positive creative atmosphere in the company is a very useful workshop and training the publication of newspapers and various memos.

Of course, creating and maintaining a good reputation requires certain financial expenses. It is necessary to allocate funds for various activities and production worthy presentation of products. But competent work of all costs in the future is sure to pay off. So, gradually, more and more domestic firms come to a conclusion about the need to pay maximum attention to public relations.

References:

1. Gordienko P. Strategic analysis. / P. Gordienko - K .: alerts, 2011. - 368 p.;

2. Praude V. Marketing: Training. guide. / V. Praude, A. White - K .: Higher HQ., 2011. - 394 p.;

3. Newsom D. All about PR. Theory and practice public relations./ D. Newsom, D. Turk, D. Krukeberh - M .: Infra-M, 2013.- 830 p.;