THE ANALYSIS OF PUBLIC RELATIONS ROLE IN IMPROVING CORPORATE SOCIAL RESPONSIBILITY

The main objective of modern business is achievement of business excellence and world-class of products and services. Companies which actively and continuously apply modern management methods and techniques, especially in marketing, have significantly better chance to strengthen their competitive capability on global market and to assume stable market position with perspective for further market development. Modern business philosophy implies that organization has to be responsible for its actions and steps towards all stakeholders in the environment. Attaining of business excellence goals of an organization presupposes built corporate social responsibility. The research results presented in this paper were used to analyze the possibilities of using modern methods and techniques of public relations in business organizations and improve corporate social responsibility on the market of Bosnia and Herzegovina.