Creating a brand and protecting it are two key functions of a marketing programme. Public relations create the brand, using a series of on-line communication, elaboration and transmission tools. Through these tools, public relations must be creative, permanently original, new and different, with a creativity value at the highest level. It is necessary that public relations lead and show the way to a marketing programme through which the company’s ascent will establish the brand’s strategic guidelines. According to the specialists’ estimates, marketing has entered the public relations age, and the large brands are built with the help of public relations.

public relation, marketing, management, efficiency