Access restricted to higher education institution's students and staff
undergraduate thesis
Suvremene tehnologije i odnosi s javnošću

Ivan Kovač (2016)
Metadata
TitleSuvremene tehnologije i odnosi s javnošću
AuthorIvan Kovač
Mentor(s)Jerko Glavaš (thesis advisor)
Abstract
Odnosi s javnošću su holistička disciplina koja obuhvaća brojne upravljačke procese i širok raspon poslova vezanih uz istraživanje okruženja i komunikaciju sa interesnim skupinama. Javno mijenje je oduvijek bilo od središnje važnosti u odnosima s javnošću, te u kontekstu utjecanja na javno mijenje odnosi s javnošću djeluju gotovo od početka pisane povijesti. Tehnologije koje se tiču komunikacija u društvu utječu na promjene u odnosima s javnošću, primjerice izum tiskarskog stroja, kasnije sociologija i psihologija. Marketing je područje koje je usko povezano uz odnose s javnošću a središnji pojmovi na koje se marketing fokusira su proizvodi i usluge. Granica između odgovornosti i obveza odnosa s javnošću i marketinga može biti nejasna, s obzirom kako obje funkcije obavljaju određenu komunikaciju s često istim interesnim skupinama. Postoje slučajevi kada se poslovi marketinga i odnosa s javnošću preklapaju, na primjer kod Starbucksa čiji proizvod nije isključivo kava, već cjelokupno iskustvo odlaska u poslovnicu, te tu reputacija za koju je tradicionalno zadužen PR postaje istovjetna uslugom za koju je zadužen marketing. Porast popularnosti interneta i pojava društvenih mreža, te navika društva da je neprestano online, rezultira u potrebi razvijanja online odnosa sa interesnim skupinama radi građenja reputacije i plasiranja proizvoda, odnosno usluga. Trend pokazuje kontinuirani rast broja korisnika društvenih mreža i pametnih telefona, na što se odnosi s javnošću i marketing moraju prilagoditi.
Keywordspublic relations marketing internet social media stakeholders
Committee MembersJerko Glavaš (committee chairperson)
Maja Lamza Maronić (committee member)
Željko Požega (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za kvanititavne metode i upravljanje
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeuniversity
Study levelundergraduate
Study programmeFinancial Management
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-21
Parallel abstract (English)
Public relations are a holistic discipline that encompasses various management processes and a wide variety of tasks concerning analyzing business surroundings and stakeholder communications. Public opinion has always been fundamental in public relations and, in the context of impacting public opinion, PR has been present in society since the beginning of written history. Technologies that influence communication processes in society also influence changes in public relations, an example being the invention of the printing press and later the sciences of psychology and sociology. Marketing is an area closely tied with public relations and the base concerns marketing focuses on are products and services. The dividing line of the areas of responsibility of marketing and PR can be blurry, considering both functions direct communications to often the same stakeholders. There are cases where marketing and PR tasks and responsibilities overlap, like with Starbucks where the product isn't solely coffee, but the complete experience of going to Starbucks, and therefore the reputation management that would traditionally be the responsibility of public relations becomes the same as the service that is marketing's main concern. The rise of the popularity of internet and the widespread of social media, as well as the habits of society to being persistently online, resulted in the necessity to develop stakeholder relations online for reputation development and product placement. Trends show a continuous growth in the number of social media users, as well as smartphone users, which is something public relations and marketing departments must be ready for.
Parallel keywords (Croatian)odnosi s javnošću marketing internet društvene mreže interesne skupine
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:510356
CommitterGordana Kradijan