Public relations in the trust management. Prolegomena

Authors

Michał Kaczmarczyk Humanitas Univeristy Kilinskiego 43 41-200 Sosnowiec Poland Author

DOI:

Keywords:

management, trust, public relations, marketing , communication

Abstract

Trust management is a complex approach to internal and external relations within an organization, and to identiﬁ cation of strategic areas that govern such relations. Trust management operations are performed in various areas of managerial practice and form a sphere of activity that is related to human resource, knowledge and quality management. However, trust management is speciﬁ cally related to public relations of an organization. Trust management and PR are linked with each other through a number of functions and goals, as well as deployment tools. This paper attempts to present public relations as trust management. Such approach to PR reveals its essence. Contrary to an instrumental marketing approach, PR is not a set of promotional activities or activities that support promotion. It is the art of building and maintaining trust-based understanding between an organization and its surrounding environment.

Author Biography

Michał Kaczmarczyk, Humanitas Univeristy Kilinskiego 43 41-200 Sosnowiec Poland

The Doctor of Humanities, a specialist in literature, a political scientist. An assistant professor at the Institute of Journalism and Public Communication of the Humanitas University, an assistant lecturer at the Institute of Journalism of the Silesian University in Katowice. Since 2009, the director of the Institute of Zagłebie in Sosnowiec. An expert in media systems and public relations. The author of dozens of publications about media. His academic output contains among others three monographs and three academic books. The editor-in-chief of “Problems of the public communications” (Polish academic magazine). A member of Polish Political Science Association. A former local journalist.