Public relations as a business tool

Abstract

Introduction: Public relations is a fundamental discipline within organizational communication, aimed at building strong relationships between companies and their publics. In a globalized and digitalized world, organizations require robust communication strategies that allow them to manage their image and reputation. Materials and methods: A qualitative methodology was used, based on a theoretical-documentary analysis of specialized academic sources (books and scientific articles on organizational communication, advertising, and public relations). Analytical-synthetic, hermeneutic, and content analysis methods were applied to identify key categories: strategy, publics, reputation, communication, and corporate image. The study is linked to Law No. 162 on Social Communication in Cuba, which recognizes communication as a strategic process in institutional management. Results: Public relations has evolved into a strategic function integrated into business management, contributing to the management of corporate image and the building of trust with publics. Corporate reputation management was identified as a central contribution, as well as the complementarity between advertising (product promotion) and public relations (strengthening credibility and trust). The findings confirm that organizations that integrate communication into their strategy achieve greater coherence between identity, image, and reputation. Discussion: The results align with previous studies highlighting the evolution of public relations toward a managerial role and its importance in crisis management, digitalization, and two-way communication. Conclusions: Public relations is consolidating its position as an essential strategic tool for building intangible value, trust, and organizational legitimacy. Its effectiveness depends on proper strategic planning and alignment with business objectives, contributing to sustainability and competitiveness in dynamic environments.