EIRP Proceedings, Vol 3 (2008)

Abstract

In the society of our days communication is becoming really “explosive”. More than that, it
gets complex functions and it becomes solution for the most complicated problems: welfare, the degree of
individual and groups understanding, equality, even happiness, all of these seem to depend on communication.
Known as fundamental form of human interaction, communication is a “sine qua non” condition for the human
relations to exist and develop. All specialists in PR do consider communication the most important thing. The
way it is done binds the economic, politic and social fields. Reckon as a device to influence the public, PR
represent an well-balanced communication process, which is both two-way-directed and professionally done.
Nowadays, every activity is based on planned and constant strains of communication. Each of us, in a way or
another, we use PR when we get in contact each other, and for an organization, every phone call, every letter or
meeting is a PR eveniment.