Information and public relations management. Role of market research within this growth sector

Kristian Rikard-Petersen and Philip Maschke
EBA Research, Denmark

THE PUBLIC RELATIONS SECTOR: A PROFILE

Today, a growing number of companies, organisations, public institutions and bodies are using public relations as a tool to develop communications towards public opinion and/or specific targets related to a company, its products and services.

PR tools are used to establish and develop appropriate relationship systems between a company or an organisation, its products and services and the public opinion, according to the company's targets and with the objective of gaining, maintaining and developing public confidence, acceptance and satisfaction of the company, its products and/or services.

Therefore public relations are the result of a combination of different elements, such as human sciences applied to individuals, a strong behaviour ethics, in a context which uses communication channels, means and techniques that must involve the public's interest and expectations.