Records predating Christ show that some political leaders were already interested in targeted communication. According to archaeological findings dating around 2,350 BCE, Ptah-Hotep, advisor to king Isesi (Djedkare), talks of “the need for communicating truthfully, addressing audience interests, and acting in a manner consistent with what is being said”. It is clear that humans living in societies have been interested in conscious communication for thousands of years.

PR

We tend to use a lot of foreign words; often without knowing their real meaning. PR is one of these words. In many cases PR is grouped with marketing or commercials, but according to the correct definition, PR is the following: mutually beneficial communication, conscious organization of relationships with a goal of establishing understanding and trust among individuals, organizations and their environment and maintaining this on a long term basis. In short, PR is the improvement of the internal and external image of an organization and the establishment of a good relationship between the internal and external environment. In a more abstract way it is the improvement of common wealth.

Trust

The main purpose of communication is to ensure credibility, honesty and trust. We can also say that PR is the art of building trust. Trust is nothing more than expecting honest behaviour within a community, which is ready abide by a set of rules, according to the common norms. The organization can only be successful on a long term basis if the environment shows understanding towards its problems, development, processes and endeavours. A trust-filled environment is therefore a vital factor.

Ethics

We agree with section (4) of § 4 of the code of ethics of the Hungarian Public Relations Association, in that „Someone doing PR activities is not allowed to use and to forward information, that can be misleading or false as per his knowledge. PR activity has to be based on facts corresponding to reality.” Therefore the Comprad Communications Agency has never taken and will never take commissions, the hidden goal of which might be the misleading of consumers, disinformation of partners or which might be in conflict with the written and unwritten norms of ethics. We strongly believe that on a long term basis only ethical and authentic communication can lead us to success.

Communication

Communication means an exchange of information as a result of an interaction between sender and receiver. Good communication is based on mutual understanding, trust and the feeling of satisfaction. The way and the supporting tools of communication we send to the target group, as well as the professional and moral credibility are very important.These are the main factors in determining the success of communication and it is how we measure the professionalism of a communication specialist.

Global village

Many people think that big conceptions??? in the world can be glorified or hidden through communication. The idea of a shrinking world seems to be more and more realistic through the internet, mobile phones, satellites and other cutting edge technologies. The intimacy of the flood of information became unavoidable in today’s world. The expressiveness of the way of communication gets more and more important, we need to take more and more factors into consideration, and we need to comprehend the pulsation of our environment in a more and more synthetic and analytical way.