Etika u odnosima s javnošću. Stanje, izazovi i perspektive hrvatske prakse

master's thesis

• Title (english): Ethics in public relations. State, challenges and perspectives of Croatian practice
• Author: Paula Hude
• Mentor: Danijel Labaš (mentor)
• Mentor: Davor Trbušić (sumentor)
• Committee member: Tanja Grmuša (predsjednik povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Committee member: Davor Trbušić (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

Ovaj se rad bavi etičkim aspektom odnosa s javnošću u Hrvatskoj. Cilj rada je istražiti etičke
okvire i izazove odnosa s javnošću te percepciju praktičara odnosa s javnošću o stanju etike
odnosa s javnošću u Hrvatskoj. Kroz teorijski dio rada uvodi se u temu prikazom općenitih
informacija o odnosima s javnošću i etike u poslovanju. Zatim se predstavlja, opisuje i
analizira rad Hrvatske udruge za odnose s javnošću i njezin Etički kodeks koji postavlja
smjernice i pravila kao oslonac za praktičare odnosa s javnošću u Hrvatskoj. Teorijski dio
zaokružen je temom novog trenda korištenja generativne umjetne inteligencije u odnosima s
javnošću na primjeru fenomena ChatGPT-a. Istraživanje koje predstavlja središnji dio rada
prikazuje tri glavne stvari - koliko su ispitanici upoznati s Etičkim kodeksom HUOJ-a, što
misle o njegovoj primjenjivosti u praksi i kako vide budućnost odnosa s javnošću s obzirom
na trend korištenja umjetne inteligencije. U istraživanju je korištena kvantitativna metoda
ankete. Uzorak ispitanika je namjeran pri čemu su ispitivani stručnjaci, a praktičari odnosa s
javnošću anketi su pristupali putem Facebook grupe Odnosi s javnošću u razdoblju od 4.
travnja do 9. svibnja 2023. Glavni istraživački rezultati rada su kako je stanje etičnosti prakse
odnosa s javnošću u Hrvatskoj na zadovoljavajućoj razini. Istraživanje je pokazalo da bi
trebalo povećati broj članova HUOJ-a, no već i sada među članovima postoji potreba za
dodatnim edukacijama na temu etike te mišljenje kako sankcije u Etičkom kodeksu nisu
dovoljno jasne. Nedostaju mu i teme poput korištenja umjetne inteligencije. Međutim umjetna
je inteligencija u početnoj fazi u hrvatskim odnosima s javnošću te je upitna etičnost
njezinoga korištenja.

Abstract (english)

This paper deals with the ethical aspect of public relations in Croatia. The aim of the paper is
to research the ethical frameworks and challenges of public relations and the perception of
public relations practitioners about the state of public relations ethics in Croatia. Through the
theoretical part of the work, the topic is introduced by presenting general information about
public relations and ethics in business. Then the work of the Croatian Public Relations
Association and its Code of Ethics are presented, described and analyzed, because they set
guidelines and rules as a support for public relations practitioners in Croatia. The theoretical
part is rounded off with the topic of the new trend of using generative artificial intelligence in
public relations, by using the example of the ChatGPT phenomenon. The survey, which
represents the central part of the paper, shows three main things - how familiar the
respondents are with the CPRA's Code of Ethics, what they think about its applicability in
practice, and how they see the future of public relations with regard to the trend of using
artificial intelligence. The method used in the research is a quantitative survey method. The
sample of respondents is intentional, whereby we examined experts, and public relations
practitioners accessed the survey via the Public Relations Facebook group in the period from
April 4, 2023 to May 9, 2023. The main research findings of the work are that the state of
ethics of public relations practice in Croatia is at a satisfactory level. The research showed
that the number of CPRA's members should be increased, but even now among the members
there is a need for additional education on the topic of ethics, and the opinion that the
sanctions in the Code of Ethics are not clear enough. It also lacks topics such as the use of
artificial intelligence. However, artificial intelligence is in the initial phase in Croatian public
relations, and the ethicality of its use is questionable.

• Keywords: etika u PR-u; etički odnosi s javnošću; umjetna inteligencija; Etički kodeks
• Keywords (english): ethics in PR; ethical public relations; artificial intelligence; Code of Ethics
• Language: croatian
• URN:NBN: urn:nbn:hr:111:968508
• 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 10:34:16