Abstract:
Public relations manage the activity of the organization and determine the process of
building the image of the organization. The way these relationships are managed can have an
overwhelming effect on the current activities and on the success of the company. Public relations
have a role within the company, the organization and administration of the complex system of
commercial, economic, political, administrative, social, media, cultural relations in which the
company evolves. The expectations of all customers are increasing, as competing banks introduce
high standards of services. It is becoming increasingly clear to a bank that one of the most
important things is to maintain its current clientele, but also to attract new customers, and these
things are possible only by building a positive image both inside and outside the organization. The
article aims to make a qualitative analysis on the ways in which OTP Bank outlines and creates a
positive image using the tools of the public relations activity.
