Komunikacijske strategije neprofitnih organizacija

master's thesis

• Title (english): Communication strategies for nonprofit organizations
• Author: Martina Anišić
• Mentor: Jelena Jurišić (mentor)
• Mentor: Tanja Grmuša (mentor)
• Committee member: Vladimira Rezo (predsjednik povjerenstva)
• Committee member: Tanja Grmuša (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: 2018-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Neprofitan sektor, „civilni sektor― ili „treći sektor―, pojmovi su koji se odnose na pojedince i organizacije koji unaprijeđuju društvo te djeluje kao zajednica odgovornih građana orijentiranih prema vlastitom napretku, ali i napretku zajednice kojoj pripadaju. Za razliku od privatnog i javnog sektora, neprofitan sektor u vezi je s konceptom društvene odgovornosti – brige za funkcioniranje i prosperitet društva. Neprofitne organizacije imaju vaţnu ulogu u razvoju svoje okoline, sluţe ostvarivanju određenog javnog interesa, ali im osnovna i isključiva svrha postojanja nije ostvarivanje profita. Kao i profitni sektor, i neprofitni se sektor nuţno služi aktivnostima unutar polja odnosa s javnošću kako bi uspješnije došao do svojih ciljeva. Odnosi s javnošću u neprofitnom sektoru uspostavljaju i održavaju odnose koji su potrebni kako bi organizacija osigurala vlastitu autonomiju i sredstva potrebna za ostvarivanje svoje misije. Odnosima s javnošću svakog sektora zajednička je nuţnost strateškog pristupa i kvalitetno planiranih komunikacijskih strategija. U ovome se diplomskom radu nastoji prikazati raspon strategija odnosa s javnošću koje neprofitne organizacije koriste kako bi bile uspješne u svom radu, kao i značajke kvalitetnog planiranja samih komunikacijskih kampanja. Kroz studiju slučaja agencije Brodoto koja svojim radom pomaţe neprofitnim organizacijama, nastoji se ukazati na ulogu i značaj kvalitetno planiranih odnosa s javnošću u organizacijama civilnog društva, kao i ostvariti prikaz suvremenog pristupa komunikacijskim strategijama.

Abstract (english)

The nonprofit sector, also known as the „civil sector― or „third sector―, refers to persons and organizations who are invested in helping society function as a community of responsible individuals oriented towards their personal development as well as the development of their communities. As opposed to the private and public sectors, the nonprofit sector is related to the concept of social responsibility - contributing to a functioning and prosperous society. Nonprofit organizations play an important role in the development of their environment and contribute to the realization of vital public interests. However, generating profit is not among their objectives. Similar to the profit sector, the nonprofit sector also utilizes activities from the field of public relations in order to successfully reach its goals. Public relations in the nonprofit sector work to establish and maintain the relations which are crucial if the organization is to ensure its autonomy and fulfill its mission. Every sector's public relations share the need for a strategic approach and well-planned communications strategies. The paper aims to present the variety of public relations strategies employed by nonprofit organizations in order to successfully perform their work, as well as the features of quality planned communication campaigns in general. Through a case study of a company Brodoto, which works with nonprofit organizations, I intend to emphasize the importance of well-planned public relations in organizations of civil society and to outlay the contemporary approach to communications strategies. ž

• Keywords: neprofitne organizacije; civilni sektor; treći sektor; odnosi s javnošću; strateške komunikacije; planiranje kampanja; komunikacijske strategije; agencija Brodoto
• Keywords (english): nonprofit organizations; civil sector; third sector; public relations; strategic communications; campaign planning; communications strategies; Brodoto agency
• Language: croatian
• URN:NBN: urn:nbn:hr:111:523856
• 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: 2018-09-20 10:23:41