THE INFLUENCES OF PUBLIC RELATIONS AND CRISIS MANAGEMENT IN THE BUSINESS SECTOR: A CASE STUDY IN THE REPUBLIC OF NORTH MACEDONIA

Abstract

The subject of this research is the preparedness of companies in terms of crisis management under the conditions of various endogenous and exogenous factors, such as economic growth, new technologies, the Internet, media, social media, as well as unfair competition. That being said, the purpose of this research is setting up the tactics of communication which should be developed good communication of the message to the members of the target group. Medium and large companies operating in the Republic of North Macedonia are taken as an example for this research. These are companies in the field of water production, telecommunications, design and printing of material, work with social networks, as well as providing services. In addition, the two largest PR agencies in Macedonia were included in the research as well, which significantly contributes to its validity results. As a candidate country for membership in the European Union, in the Macedonian business sector it is necessary to raise awareness of the existence of a team in companies that will contribute to their readiness for future crisis situations, coordination and work efficiency. It is to be anticipated for the obtained results of this research to significantly promote and advance the country’s serious intention of such ambitious international tendencies.