Analitika u odnosima s javnošću

master's thesis

• Title (english): Analytics in public relations
• Author: Magdalena Andrijanić Nenadić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Anđelka Raguž (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Odnosi s javnošću su mlada znanstvena disciplina te, u usporedbi s ostalim znanostima, svoje temelje još uvijek utvrĊuje. Samim time se i znanstveno gledište odnosa s javnošću još uvijek usklaĊuje. Ipak, nepobitna je ĉinjenica da je analitika, to jest istraţivanje neraskidiv dio odnosa s javnošću. Bez nje se ne moţe utvrditi ĉinjeniĉno stanje neke situacije niti odrediti idući korak odnosa s javnošću. Nakon pregleda relevantne literature, u ovom je diplomskom radu izneseno stanje te nekoliko najvaţnijih problematika u vezi s naĉinom, vrstama i koliĉinom korištenja istraţivanja u odnosima s javnošću. U radu je prikazan razvoj analitike u odnosima s javnošću kroz povijest te kroz Grunigove i Huntove modele odnosa s javnošću, a zatim su opisane vrste i metode istraţivanja. Korištenje neodgovarajućih metoda prilikom istraţivanja, dominacija kvantitativnih metoda i nedostatak resursa, samo su neki od problema s kojima se struĉnjaci u odnosima s javnošću suoĉavaju, ali ih istovremeno i zanemaruju ili ne smatraju toliko vaţnim pa će stoga i o tim temama biti rijeĉ. S obzirom na to da se internet razvija i raste svakim danom, tako se i njegov utjecaj povećava. Shodno tome, i odnosi s javnošću prihvaćaju i koriste sve prednosti korištenja tehnologije i interneta za promicanje svojih programa pa je u radu opisan razvoj digitalne analitike i njezini alati.

Abstract (english)

Public relations are a young scientific discipline and is, compared to other sciences, still establishing its foundations. Thus, the scientific point of view of public relations continues to adjust. Nevertheless, analytics is a inseparable part of public relations which is an undeniable fact. Without the research we can not determine the facts of some situation nor can we define the next step of public relations. After examining numerous literature, many issues related to the ways, types and amounts of research used in public relations are presented in this thesis. The development of analytics in public relations through history, Grunig's and Hunt's models of public relations as well as types and methods of research are also presented in this thesis. The use of inadequate methods during research, domination of quantitative methods and lack of resource are just some of the issues which are faced by public relations experts, but they also ignore them or do not consider them as relevant. Given that the Internet is evolving and growing everyday, its impact on our lives is increasing as well. Accordingly, public relations accepts and uses all the advantages of using technology and the Internet to promote their programs, so the development of digital analytics and its tools is also described.

• Keywords: analitika; odnosi s javnošću; istraţivanje; praktiĉar odnosa s javnošću; digitalna analitika
• Keywords (english): analytics; public relations; research; PR practitioner; digital analytics
• Language: croatian
• URN:NBN: urn:nbn:hr:111:284258
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-10-25 10:14:37