THE SPECIFICS OF PUBLIC COMMUNICATION IN PROMOTING THE IMAGE OF AGRICULTURAL HOLDINGS.

Considering the premises and theories of public communication, this paper aims, through a qualitative study, to capture, on the one hand, the main aspects of the image of agricultural companies with direct impact on their profitability and, on the other hand, to identify the mechanisms of public communication that have the greatest impact on image formation. The importance of agricultural companies is becoming more and more strongly perceived lately, the post-Covid 19 experience, the danger of uncontrolled increase in prices of basic foods, have made it easier for public opinion to understand the role of agricultural companies in ensuring food security. Certain governmental strategies to promote Romanian products, cooperation on the short producer-consumer chain, have led to putting on the public agenda, especially in recent years, the role and importance of agricultural companies within the Romanian society. In this context, the paper aimed to analyze the specific public communication strategies in promoting agricultural companies for increasing their credibility, enhance their competitiveness and conquest new markets. The qualitative research conducted through the method of the self-administered structured questionnaire analyses how agricultural companies, through their communication strategies, use recommendations and European funds in promotional campaigns to increase market image and build their own brand. The scientific premises, on which the research was based, were validated, the responses showing a significant correlation regarding information, access to funds, or the use of online promotional campaigns for building the image and brand. [ABSTRACT FROM AUTHOR]