PR COMMUNICATION: THEORETICAL AND PRACTICAL MANIFESTATIONS AND LEGAL AND ETHICAL FOUNDATIONS
Keywords:
Public Relations, PR communication, communication strategies, legal framework, ethical standards, digital media, organizational image, transparency, stakeholder engagement.Abstract
this article examines the concept of Public Relations (PR) communication by exploring its theoretical underpinnings, practical applications, and the legal and ethical principles that shape it. The study provides an overview of PR communication as a strategic tool for building and maintaining mutual understanding between organizations and their audiences. It discusses the evolution of PR theories, the modern methods and techniques applied in practice, and the role of digital technologies in enhancing communication efficiency. Furthermore, the article emphasizes the importance of adhering to legal regulations and ethical standards, highlighting challenges such as misinformation, privacy concerns, and transparency.
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