Promjene u poslovanju agencija odnosa s javnošću u Hrvatskoj uzrokovane epidemijom COVID-19

master's thesis

• Title (english): Changes in the operations of PR agencies in Croatia sampled by the COVID-19 epidemic
• Author: Klara Novak
• Mentor: Danijel Labaš (mentor)
• Mentor: Ivana Jeleč (sumentor)
• Committee member: Tanja Grmuša (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Pandemija bolesti COVID-19 utjecala je na poslovanje diljem svijeta, a posredno i na poslovanje agencija za odnose s javnošću u Hrvatskoj. Ovaj diplomski rad bavi se promjenama koje su se dogodile u poslovanju agencija za odnose s javnošću u Hrvatskoj uzrokovane spomenutom pandemijom, uključujući izazove s kojima su se susrele i inovativne pristupe koje su agencije primijenile kako bi prebrodile krizu. S ciljem pružanja odgovora na navedena pitanja, provedeni su dubinski intervjui s predstavnicima najvećih agencija prema ostvarenom prihodu u 2020., prvoj pandemijskoj godini bolesti COVID-19.
Jedan od glavnih izazova s kojima su se agencije za odnose s javnošću suočile bio je nagli prelazak na rad od kuće. Mnoge su agencije morale brzo usvojiti nove tehnologije za olakšavanje daljinske komunikacije i suradnje, istovremeno održavajući produktivnost, zdravstvenu sigurnost zaposlenika te osiguravajući kvalitetu rada. Pandemija je dovela do otkazivanja mnogih događaja i kampanja, što je rezultiralo gubitkom prihoda za mnoge agencije. S druge strane, pandemija je pružila preduvjete za uvođenje inovacija i prilagodbe stanju „novog normalnog“. Agencije su razvile su nove digitalne strategije za komunikaciju s javnošću putem društvenih medija, online događaja i virtualnih konferencija za medije, a pojavila se i snažnija potreba za uslugama upravljanja krizom u okviru kojih su agencije pomagale klijentima nositi se s pandemijom i učinkovito komunicirati s dionicima. Neke agencije su čak usmjerile fokus na podršku naporima za ublažavanje širenja virusa, što je donijelo prednost društvenoj odgovornosti i angažmanu u zajednici. Prihvaćanjem novih tehnologija i pristupa, agencije za odnose s javnošću u Hrvatskoj uspjele su nastaviti pružati usluge svojim klijentima i dopridonijeti otpornosti industrije.

Abstract (english)

The COVID-19 pandemic has impacted businesses worldwide, including public relations agencies in Croatia. This thesis addresses the changes that occurred in the operations of public relations agencies in Croatia due to the pandemic, including the challenges they faced and innovative approaches they implemented to overcome the crisis. In order to answer these questions, in-depth interviews were conducted with representatives from the largest agencies in terms of revenue in 2020, the first pandemic year of COVID-19.
One of the main challenges that public relations agencies faced was the sudden shift to remote work. Many agencies had to quickly adopt new technologies to facilitate remote communication and collaboration, while maintaining productivity, employee health and safety, and ensuring the quality of work. The pandemic led to the cancellation of many events and campaigns, resulting in a loss of revenue for many agencies. On the other hand, the pandemic provided conditions for introducing innovation and adaptation to the "new normal". Many agencies developed new digital communication strategies through social media, online events, and virtual media conferences. Additionally, there was a stronger need for crisis management services in which agencies helped clients cope with the pandemic and effectively communicate with stakeholders. Some agencies even redirected their focus on supporting efforts to mitigate the spread of the virus, demonstrating the benefits of social responsibility and community engagement. By embracing new technologies and approaches, public relations agencies in Croatia were able to continue providing services to their clients and contribute to the resilience of the industry.

• Keywords: COVID-19; pandemija; komunikacijska industrija; odnosi s javnošću; agencije za odnose s javnošću
• Keywords (english): COVID-19; pandemic; communication industry; public relations; PR agencies
• Language: croatian
• URN:NBN: urn:nbn:hr:111:644814
• 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: 2023-09-25 09:51:33