The importance of public relations in creating the image of one’s business - a case study

Purpose: The purpose of the following paper is to analyze the actions taken by the entrepreneur to build the image of their own business. Design/methodology/approach: The study used the method of analysis and criticism of the literature, the heuristic method and the case study. The authors also cited the results of a survey that was conducted during classes in a subject related to public relations. Findings: The relationship between such concepts as public relations and the image of an organization is discussed, and relationship marketing is defined. Also, students' responses regarding the essence of public relations activities are presented. In addition, the actions taken by the entrepreneur - the insurance agent in building the image of their company and the results of these actions were characterized. Practical implications: Conclusions from the analysis of the case study can help other owners in creating the image of their companies, especially those micro, small businesses that may not always have the funds, for example, to use a public relations agency. Originality/value: The case study analysis shows how to build the image of an organization, in this case, your own company. The content of the article also presents what the essence of public relations is for students - young people who are themselves customers of many companies. For most of them it is contacting and communicating with people.