The market PR attractiveness for the increasing of marketing opportunities

Stabilization and spreading of PR transformed them from casual form of work with consciousness into regular, stable and fashionable science. PR emerged as a political propaganda, but its deep source is art of sales with its pure practical orientation. If art of sales works with consciousness for sales of commodities, public relations promote the sale of image, but not only the goods, strives to create the most favourable impression about its customer, commodity or service in the eyes of consumers, partners, and to cause fear in the crowd of enemies and competitors. Just therefore, PR expand marketing borders, cross and bound with advertizing and management. PR becomes the aspect of all these managerial and commercial work, which gives them the sphere for activities. PR are practical, official, they are by definition a means, an instrument, a technology, but they are not a creator of values, they only handle them, using the existing in society symbolic bagage. Marketing does not stop in its development and requires new instruments at orientation to the market, today it must be focused on consumers, and that is what PR are able to undertake. All values, high and low, human and ambiguous, are the instrument for raising assigned goal or ruining competitors or enemies, and as a result all PR actions promote real market efficiency.

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