ROLE OF PUBLIC RELATIONS IN THE BANKING SECTOR
DOI:
https://doi.org/10.24867/03GI03PaponjakKeywords:
Public relations, image and reputation, banking sector in Serbia.Abstract
The aim of the paper is to show what public relations is and importance of them for the bank image and reputation, as well as to present analysis of the curent level of implementation and devlopment of public relations in banks in Serbia. The first part of the paper refers to subject aims and importance of public relations, as well as research metodology. In the second part of the paper, public relations is conceptually determined and also their importance and impact determined with special emphasis on public relations in banks. It is presented importance of this function, their planning and identification of the aimed publics and at the same time it is analised an example of implementation of public relations in the bank in Serbia.
References
[1] Atanacković U., Društveno odgovorno poslovanje kao savremeni koncept biznisa, Škola biznisa, 2011.
[2] Lalić D., Vlastelica Bakić T., Primeri dobre prakse odnosa s javnošću, FTN izdavaštvo, Novi Sad, 2011.
[3] Ognjanov G., Integrisanje marketinške komunikacije, Ekonomski fakultet u beogradu, Beograd, 2009.
[2] Lalić D., Vlastelica Bakić T., Primeri dobre prakse odnosa s javnošću, FTN izdavaštvo, Novi Sad, 2011.
[3] Ognjanov G., Integrisanje marketinške komunikacije, Ekonomski fakultet u beogradu, Beograd, 2009.
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Published
2019-07-01
Issue
Section
Industrial Engineering and Management
