The exigency of the new generation of consumers gives new directions to the brewing companies in the building of their communication strategies. The public relations achieve an ever increasing share in their system of marketing communications of the brewing companies and it demands a more clear definition of the meaning and the scope of this term. The lack of an overall and complete definition of the public relations puts under doubt some of the activities executed by the PR specialists as it cloaks the essence of the public relations with approaches which stand very close to them. The setting of clearer conceptual borders together with figuring out of a general definition would certainly increase the cognitive aspect of these type of activities and will lead to their more effective usage.


Key words

interactions with the audiences, communication management, detector of social change



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