public relations (PR)

A marketing communication technique which is employed to establish confidence and a favorable relationship between the organization and its employees, partners and the public in the first place. Promoting sales is only its secondary function. While internal PR contributes to create corporate values (dress code), external PR is responsable for the rest of the communication processes – for example media relations.

Bauer András, Berács József & Kenesei Zsófia (2007). Marketing alapismeretek. Aula Kiadó. Budapest. pp. 324–326.
Brochand Bernard & Lendrevie Jacques (2004). A reklám alapkönyve. KJK¬–KERSZÖV Jogi és Üzleti Kiadó Kft. Budapest. pp. 67–68.