prikaz prve stranice dokumenta Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje
Access restricted to students and staff of home institution
undergraduate thesis
Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje
2017. urn:nbn:hr:233:172232
Đurić, Sanja
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Đurić, S. (2017). Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje (Undergraduate thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:172232

Đurić, Sanja. "Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:233:172232

Đurić, Sanja. "Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:233:172232

Đurić, S. (2017). 'Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje', Undergraduate thesis, Edward Bernays University of Applied Sciences, accessed 07 December 2024, https://urn.nsk.hr/urn:nbn:hr:233:172232

Đurić S. Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje [Undergraduate thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2017 [cited 2024 December 07] Available at: https://urn.nsk.hr/urn:nbn:hr:233:172232

S. Đurić, "Trendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje", Undergraduate thesis, Edward Bernays University of Applied Sciences, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:233:172232

Please login to the repository to save this object to your list.
Metadata
TitleTrendovi suvremenih odnosa s javnošću s osvrtom na integrirano tržišno komuniciranje
AuthorSanja Đurić
MentorMario Petrović (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2017-03-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Ovaj rad bavi se suvremenim odnosima s javnošću, najvećim izazovima s kojima se struka u ovom trenutku susreće, kao i predviđanjima za budućnost. Kao ishodište bavljenja temom, za početak je nužno definirati pojam odnosa s javnošću i razgraničiti ih od pojmova s kojima se često neosnovano povezuje. Njihova povezanost sa medijima svakako čini najveći dio odnosa s javnošću u komunikacijskom smislu te je s te osnove nužno pozabaviti se njima u tradicionalnom obliku. Također, novi komunikacijski izazovi koje nam donosi tehnološki skok kojem smo trenutno svi svjedoci, pomiče fokus odnosa s javnošću s tradicionalnih na nove medije, i digitalnu komunikaciju koja se većinom odvija u online prostoru i zahtijeva integriranje tržišnih komunikacija. Sve ovo nužno dovodi do razvijanja potrebe za novim vještinama i zanimanjima koja će suvereno upravljati mogućnostima koje nove tehnologije otvaraju. Time se otvaraju nova pitanja u sferi profesionalnog razvoja i specijaliziranog obrazovanja u području odnosa s javnošću i aktualizira problem njihovog pozicioniranja u okviru organizacijske strukture kao i njihova veza sa „dominantnom koalicijom“ i centrima moći i odlučivanja. Hoće li suvremeni odnosi s javnošću biti u stanju odgovoriti ovim izazovima, ostaje pitanje za budućnost.
Abstract (english)
The topic of the paper are modern public relations, the greatest challenges facing the profession at the moment and anticipation of the future. In the beginning it is necessary to define the concept of public relations and differentiate them from the terms with which they are often unfoundedly linked. Their connection with media undoubtedly defines the largest part of public relations in the communication sense so it is therefore necessary to deal with them in the traditional sense. Also, new communication challenges brought by the technological leap we are witnessing is moving the focus of public relations from traditional to new media and digital communication which is mostly taking place online and demands the integration of market communications. All this necessarily leads to the need of development of new skills and professions which will competently manage the possibilities created by the new technologies. This opens new issues regarding professional development and specialized education in public relations, while highlighting the problem of their positioning inside organizational structure, as well as their connection with the "dominant coalition" of power and decision making centers. Whether the modern public relations will be able to deal with this challenges remains to be seen in the future.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:172232
Study programmeTitle: Communication management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ca odnosa s javnošću (stručni/a prvostupnik/ca odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-19 20:05:25