The external communication put in action from the public relations is proposed to help the enterprise to grow in harmony with the working ambient.
The enterprise, deciding to activate the services of public relations, decides to take into consideration attitudes and judgments of the public opinion.
The goal is to strengthen the own external image creating, consolidating or modifying the judgments and the attitudes of its publics of reference, that is toward whom they express or they can manifest judgments or opinions, like as an example: the public average, institutions, the associations, the consumers and the customers.
The responsibles of the public relations of an enterprise to gain the favor and the consents of its public, move in various directions, one of these is the press.
And through the press, the television or the radio the public opinion has news of the activity of an enterprise.
Technical means of communication and instruments ad hoc like: informal or formal encounters, with journalists, professional press conferences, official notices, seminaries and collaborations, are the instruments of good relationship and strengthening the image of the enterprise.
The creation of events consists in re-uniting a group of individuals to make participate with an event, created in order to amuse every individual of the group to a message that concerns it.
The event aimed to create an emotion or to provoke one’s adhesion, than being the launch of products, one reunion of distributors or one convention of sale.
Sport, cultural or economic, the sponsorship institutionalizes the brand, permitting to tie its name and its image to a manifestation (a concert a world-wide championship) and an other agency or enterprise (a museum, a sport society) to a person (a singer, a champion of the sport) that they concur the exploitation of the image.
On the contrary of the other instruments of communication, the sponsorship does not concur to supply information on the company and its products, but the notoriety of a brand can increase or be put on one higher stand.