THE EFFECT OF ADVERTISING AND PUBLIC RELATIONS INITIATIVES ON THE SOCIO-ECONOMIC DEVELOPMENT OF THE PORT REGION

This study examines how advertising and public relations (PR) campaigns by port authorities influence the socio-economic development of port regions. It aims to bridge a gap in maritime literature by linking promotional communication strategies with regional economic outcomes, focusing on global trends post-2010. Ports worldwide have increasingly embraced marketing and PR as strategic tools, recognizing that positive stakeholder perception is vital for competitiveness. Case studies (e.g., Singapore, Rotterdam) show that well-crafted campaigns can enhance public trust, attract investment, and stimulate tourism, indirectly contributing to job creation and GDP growth. Quantitative indicators (employment, value-added) and qualitative insights (community sentiment, reputation) jointly suggest that advertising and PR initiatives serve as catalysts for port-related socio-economic benefits. However, the influence is often indirect – mediated through improved image and stakeholder support rather than immediate causal effects on cargo volumes. The findings underscore the importance of strategic communication in port development. Port authorities should integrate advertising and PR into their core management practices to maintain a “license to operate”, ensuring sustainable growth that is supported by the local community and broader stakeholders. Ongoing evaluation of campaign effectiveness, via both perception surveys and economic metrics, is recommended to refine strategies.