The Significance of Public Relations in Creating Innovative Attitudes

Abstract

Innovations appear everywhere where there is a good climate for innovative processes connected with them, that is, creativeness and enterprise. The employee as the subject of innovative actions undergoes in the organization two mutually conditioned systems of values: the outer one, i.e. the culture of the organization, and the inner one, i.e. the employee's individual system of values. Hence the employee not only realizes his own, but also somebody else's values. The basic questions in the aspect of relations between values and innovative attitudes are: which ones should appear in culture, and how they should be formed and communicated within the policy of public relations.