Abstract:

In the business world of today, superior organizational corporate image is a strategic priority that every organization wants to achieve. To be attributed as excellent in business, the corporate image of an organization must be of superior quality, that is, reliable, apparent, sure, viable and able of create expansion and development. Meanwhile, public relations gives an organization the chance to exhibits its picture to the public, it is about moving the message to the general public. Building a corporate image is not an instinctive approach but an issue of strategy which leads to good reputation of the company, competitive advantage and uniqueness of the company in the market. This paper centers on the bond between corporate image and public relations strategy and how PR can be used as a strategy to build corporate image.