Organizational Communication, the synthesis. Public Relations, the strategic management

Abstract

This text contributes to a debate on the concepts of Organizational Communication and Public Relations, with arguments that defend the complementarity of the two fields, analyzed from both theoretical and pragmatic perspectives. Thus, Organizational Communication is the result of all of the institutional, promotional and marketing-related actions used by organizations to generate communication, support, visibility and public image. Along the same lines, Public Relations is the main profession that has the skills and competencies to manage all such actions strategically, for integrated construction of the public image of the organizations.