العلاقات العامة مجال للابتكار التسويقي في تحسين صورة المؤسسة و الرقي بأدائها

الملخص EN

Today's economic institutions seeking to achieve the trust and loyalty between them and the masses who are dealing with it, and so it can not be achieved if you do not care about the institution beside the contact, which represents the mainstay of communication process to create trust and loyalty and strengthen the relationship between the institution and their audiences.

Among the policies of communication that have become very critical of the party institutions Activity public relations, and the main objective, which aims to achieve this policy communication is to give a positive image of the institution, and this is what has earned this importance, so it has become imperative for the organization, which seeks to success in light of the intense competition in the market and the great advances made in the field of communication, to keep pace with this development and exploitation in the practice of public relations activity.

Since the function of public relations is practiced in several areas of nature communicative marketing, and using several means of communication they allow for a marketing or public relations man to show his abilities communicative marketing through activities practiced in this job, because it depends very much on the capacity of practitioners, in addition to classes the public at large against him from customers, employees, suppliers and distributors.

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On the basis of this vision we want to highlight in this paper the role that could be played by public relations in strengthening the relationship between the institution and its audience, and offered this job to a man marketing in the detection abilities, creations and skills communicative marketing in order to increase the performance of the institution and improve its image to the masses dealing with it, and set it apart from the rest of the competition institutions.

Key words: creativity, marketing communication, public relations.