Public Relations in Organizational Communication

Authors : Ana Matias, Luís Cardoso

Volume/Issue : Volume 4 - 2019, Issue 10 - October

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Nowadays, companies' competitive advantage is based more on intangible than physical attributes, and factors such as knowledge management or organizational culture are absolutely fundamental. Thus, we must look at the corporate system issue and three key areas: corporate culture, corporate identity, and corporate communication. In these fields, the public relations professional acts as the manager of organizational communication and is increasingly important because he interprets, mediates and keeps open two-way communication between an organization and its audiences, especially at a time when technology advances and the internet. increasingly require a knowledge manager within organizations.

Keywords : Public Relations, Organizational Communication.


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