Year: 2026
Type: conference-paper
Abstract: The most important contemporary world-wide trends - development of new communication technologies and, consequently, new communicative practices, and, appearance of a number of crisis situations - which began in 2008, affect all aspects of society, including economic life. Social media, for instance, are increasingly integrated into contemporary world, which means, vast majority of people are exposed to what they see online, especially, when it comes to fashion. It becomes difficult not only for customers to follow trends, but also for companies to advertise and, more importantly, sell their products. Numerous industrial sectors, including the textile and fashion companies, are exposed to various threats. Textile and fashion companies, due to a fast changing business environment, try to find out more appropriate mechanisms in order to respond to the number of new challenges and tasks. Solving any problem, on the other hand, mainly depends on the achieved level of public relations development as a recognizable business function. The crucial goal of this study explains and highlights the role of public relations in contemporary business environment, particularly from the standpoint of companies that dominate in the textile and fashion industry. The first part of the paper depicts the role of public relations in general. The central part of this paper focuses on public relations practices that deal with the development of new communicative practices, on one hand, and, crisis situations, on the other hand. We also pay attention to potential communication strategies, developed within public relations field that can help the textile industry to resolve any problem under conditions of risk.
DOI: 10.5937/ct_iti26387v
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7204474545