Tehnike odnosa s javnošću u aktivističkim organizacijama

master's thesis

• Title (english): Public relaion techniques in activist organisations
• Author: Lea Đorić
• Mentor: Nada Zgrabljić Rotar (mentor)
• Committee member: Ljubica Josić (predsjednik povjerenstva)
• Committee member: Tamara Kunić (član povjerenstva)
• Committee member: Nada Zgrabljić Rotar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2018-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovim radom pružen je uvid u razvoj odnosa s javnošću kao profesije, gledano kroz 4 modela Gruniga i Hunta te su navedene i objašnjene tehnike koje se koriste u odnosima s javnošću. Objašnjen je i pojam aktivizma kao i njegovi najznačajniji teorijski aspekti, oblici i metode. U sklopu istraživanja korištene su dvije metode; analiza sadržaja i anketni upitnik. Analizom sadržaja obuhvaćeno je 129 aktivističkih organizacija na području Republike Hrvatske, a na anketni upitnik u potpunosti je odgovorilo 39 organizacija. Pokazalo se da većina hrvatskih aktivističkih organizacija prepoznaje važnost odnosa s javnošću, njima se bavi svakodnevno te koristi brojne tehnike meĎu kojima prednjači internet, posebice društvene mreže i web stranice. Od društvenih mreža daleko je najzastupljeniji Facebook, na kojemu profil ima 110 od 129 proučenih organizacija. MeĎutim, financijska ulaganja u odnose s javnošću kod većine su organizacija nepostojeća, a slijede ih organizacije koje ulažu izmeĎu 1 i 5% od svojih ukupnih financijskih sredstava. Rezultati ukazuju na to da postoji prostor za napredak odnosa s javnošću u aktivističkim organizacijama, što bi bilo korisno za profesiju odnosa s javnošću u Hrvatskoj, kao i za aktivističke organizacije koje bi si većim ulaganjima mogle osigurati bolju komunikaciju s ključnim javnostima, a samim time i veću učinkovitost u postizanju svojih ciljeva.

Abstract (english)

This thesis is aimed at showing the development of public relations as a profession, using Grunig's and Hunt's 4 models, as well as naming and explaining different techniques of public relations. Furthermore, it explains activism mentioning most important aspects of theory and identifying its various forms and mechanisms. Two methods were used for the purposes of the research; content analysis and survey questionnaire. Content analysis included 129 croatian activist organizations, while only 39 organizations completed the survey questionnaire. The results show that most Croatian activistic organizations recognize the importance of public relations, use them on a daily base and use various PR techniques, with Internet being the leading technique, more specifically social networks and websites. Out of 129 analyzed organizations, 110 use Facebook, proving it to be the most widely used social network. However, the results also show that the majority of organizations do not have any financial investments in public relations, followed by organizations that invest 1 to 5 percent of their total finances. This research shows there is room for improvement of public relations in the realm of activist organizations, which would benefit both the profession of public relations as well as activist organizations themselves. Bigger financial investments should result in better communication with key publics and more efficient goal accomplishments.

• Keywords: odnosi s javnošću; tehnike odnosa s javnošću; aktivizam; aktivističke organizacije; Hrvatska
• Keywords (english): public relations; public relation techniques; activism; activist organizations; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:111:367925
• 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: 2018-09-19 12:23:28