Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
139754 | Public Relations Review | 2006 | 8 Pages |
Abstract
Public relations as a communication function is emerging as an important organizational process in many parts of the world. This paper examines the development of public relations in a transitional economy: Bosnia-Herzegovina. Data from 38 newly privatized organizations show the perceived potential for public relations as these organizations attempt to communicate with new publics and gain market share in a difficult business environment. The results suggest that Bosnian public relations managers understand public relations as a relationship building function but are constrained from fulfilling this function by the realities of a transitional economy.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Michael L. Kent, Maureen Taylor, Lejla Turcilo,