عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Public relations has always been considered an important tool in human communications. Paying too much attention to advertising by sellers over time has distracted attention from public relations. In the case of the sellers of household appliances, they have come to a better understanding of the characteristics of public relations, and they have consequently found out that it in fact establishes a mutual communication with the customers, but not a one-way communication, and hence provides the sellers with information about customers’ needs. In addition, public relation as a sort of public relation–oriented marketing could be a substitute for advertising–oriented marketing. It is more cost effective, and it provides the sellers with direct feedback through mutual communications. The present study, adopting a descriptive–applied research, which attempts to study the significance of public relations for the foreign producers of household appliances working in Iran. Administering in present and desirable situation, the required data was collected from the senior managers of major producers, which are in Europe and Eastern Asia and work in Iran. Results indicated a significant difference between importance of public relations in European companies compared to that of the Eastern Asian’s.