THE PUBLIC RELATIONS AND THE SPECIAL EVENTS (OPENING OF THE HOTEL HILTON POZNANJ - "HILTON ROCKS")

  • Biljana Rajčinova-Nikolova Facultу of Media and Communication, Belgrade
Keywords: public relations, media, special event, audience, Hotel Hilton Poznan -

Abstract

Public relations represents current and widespread phenomenon of the 20th century, whose roots are deep in the past. On the basis of the definition they represents management of the communication between the organization and its public, which means that public relations are at the center of the communication. The effects of their work are exposed to the public's eyes and depend on by the intellectual power and the powerful communication skills - elements of the public relations, which are extremely important in the actualization of the special event. The subject of the research is to explore the meaning of the public relations in the promoting of a special event, and thus to define the ways in which the public relations affects on the affirmation and on the actualization of the special event. The hypothesis is that public relations represents quide, management and communication function through which the organizations try to establish, maintain and advance public relations, and special events are one of the basic activities, working tasks of public relations. The purpose of the research is to explore the role of the public relations in motivating of the target audience to perceive the special event in a positive / desired way, that is, the role of the public relations in establishing and in shaping the desired perception among the audience. The methodology which is going to apply is the hermeneutic: the interpretation of the meanings which relation public relations - a special event, produces, among the audience. An opportunity for realization of the goal is a postmodern analytical follow of the relation public relations - a special event, with the exclusive opening of the Hilton Poznan - Hilton Rocks in Poland.

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Published
2018-03-09
How to Cite
Rajčinova-Nikolova, B. (2018). THE PUBLIC RELATIONS AND THE SPECIAL EVENTS (OPENING OF THE HOTEL HILTON POZNANJ - "HILTON ROCKS"). Knowledge International Journal, 22(6), 1851 - 1857. Retrieved from https://ikm.mk/ojs/index.php/KIJ/article/view/2890