„COMMUNICATION MANAGEMENT“ OR PUBLIC RELATIONS.

The paper "Communication Management or Public Relations" mainly aims at identifying the accents of communication in the public relations. For such purpose, we pursue at achieving the hermeneutics of the "communication management" term, by which J.E. Grunig and T. Hunt defined this area. First, the communicational model of Roman Jakobson will be illustrated (which we view as paradigmatic for the said expression), and then the particular mobility aspects will be emphasized referring to each of the intrinsic parts of the communication act, so that to allow us to speak of "efficiency" as regards the communication between an organization and its public. The final part is aimed as a plea in favour of harmonizing this consecrated definition ("the management of communication between the organization and its publics") with its complementary term, often used in the Great Britain of "management reputation". [ABSTRACT FROM AUTHOR]