Role of public relations in the sustainability marketing in the Slovak agribusiness practice

Kádeková, Zdenka and Nagyová, Ľudmila and Horská, Elena (2014) Role of public relations in the sustainability marketing in the Slovak agribusiness practice. In: Challenges for the Agricultural Sector in Central and Eastern Europe. Agroinform Kiadó, Budapest, pp. 57-70. ISBN 978-963-502-974-7

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Abstract

The paper points at importance of Public Relations and its role in the sustainability marketing in the Slovak agribusiness practice. Strategically, the business must be centered on the customers more than the products. Public Relations help the companies target more on consumer´s needs. If the companies push more on the product and disregard consumers wants and the benefits they can get, company will lose the customers in no time. Paper shows the selected successful stories of sustainability marketing in agribusiness in Slovakia and most popular types of PR – events and frequencies of their organizing in the agricultural companies with foreign participation and domestic ones as well as importance of using media for promotion. When reaching sustainability and business success, there are certain requirements that have to be met. In the business, the four Ps are used together with some more innovative solutions and approaches as public, politics, and some other external and internal factors. In addition to those factors there are in the paper shown certain requirements that have to be met in order to be successful in responsible business, marked with S as satisfaction, safety and sustainability are

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