undergraduate thesis
Media relations in function of public relations

Anamarija Kaleb (2016)
University of Zadar
Department of Tourism and Communication Sciences
Metadata
TitleOdnosi s medijima u funkciji odnosa s javnošću
AuthorAnamarija Kaleb
Mentor(s)Goran Pavelin (thesis advisor)
Abstract
Odnosi s medijima predstavljaju komunikacijske aktivnosti putem različitih vrsta medija u svrhu postizanja organizacijskih ciljeva, jačanja imidža te izgradnje dugoročnih odnosa i povjerenja. Stručnjaci za odnose s javnošću koriste medije kao alat, kojim mogu doprinijeti do što šireg kruga ljudi. Mediji su sastavni dio svakodnevnog života čovjeka u današnjem modernomdruštvu te mogu imati veliki utjecaj na stavove i razmišljanja javnosti. Ljudi su znatiželjna bića koja konstantno tragaju za informacijama te koriste medije kao glavni izvor informacija o pojedinoj organizaciji. Javnost gradi svoje mišljenje i stavove na temelju onog što su vidjeli, čuli ili pročitali u medijima. Način na koji mediji predstavljaju pojedinu organizaciju u javnosti uvelike utječe na uspješnost njezinog poslovanja. Mediji mogu pokrenuti slijed ponašanja pozitivnih ili pak negativnih za organizaciju. Upravo zbog ovisnosti o pozitivnom imidžu, organizacija ulaže velike napore u izgradnji pozitivnih odnosa s medijima. Kako bi ispunili svoje ciljeve i uspješno ostvarili svoj odnos s medijima organizacije moraju znati tehnike komuniciranja s novinarima. Ispunjavanjem novinarskih kriterija može se osigurati dobra medijska pokrivenost. Korištenjem medija kao alatom odnosa s javnošću, uspješno rukovođenje s medijima postaje neizostavan element u održavanju pozitivnog imidža organizacije i promicanja njezinih ciljeva.
Keywordsmedia relations public relations media public
Parallel title (English)Media relations in function of public relations
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Tourism and Communication Sciences
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Study programme typeuniversity
Study levelundergraduate
Study programmeCulture and Tourism
Academic title abbreviationuniv. bacc. turism. cult.
Genreundergraduate thesis
Language Croatian
Defense date2016-10-12
Parallel abstract (English)
Media relations represent communication activities through various media, in purpose of achieving organization goals, strengthening their image, and building a long-term relationship as well as trust. Public relations experts utilize media in order to reach as many people as possible. The media are a essential part of an everyday life of modern society, and they can have a great impact on attitudes and thoughts of general public. People are curious beings who constantly search for information and use media as a main source of information about any organization. People base their opinion and attitudes on what they've heard, seen, and read in the media. The way media represent a given organization in public greatly effects the business success of an organization. The media can initiate a sequence of behaviors, both in positive or negative aspect that greatly effects the organization. Precisely because of this positive image dependence, organizations invest great efforts in creating positive relations with the media. In order to achieve their goals and create good media relations, organizations have to know the techniques of communicating with the journalists. Meeting the journalists criteria can provide good media coverage. Utilizing the media as a public relations tool, successful media management has become an infallible part of maintaining a positive image of an organization and further advancing its' goals.
Parallel keywords (Croatian)odnosi s medijima odnosi s javnošću mediji javnost
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:418708
CommitterGorica Lovrić