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undergraduate thesis
Odnosi s javnošću u športu - primjer Real Madrid
Zagreb: The Edward Bernays College of Communication Management, 2017. urn:nbn:hr:233:397193
Čolak, Filip
Edward Bernays University of Applied Sciences
Department of Public Relations

Institutional repository: Edward Bernays University of Applied Sciences Repository

Cite this document

Čolak, F. (2017). Odnosi s javnošću u športu - primjer Real Madrid (Undergraduate thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:397193

Čolak, Filip. "Odnosi s javnošću u športu - primjer Real Madrid." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:233:397193

Čolak, Filip. "Odnosi s javnošću u športu - primjer Real Madrid." Undergraduate thesis, Edward Bernays University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:233:397193

Čolak, F. (2017). 'Odnosi s javnošću u športu - primjer Real Madrid', Undergraduate thesis, Edward Bernays University of Applied Sciences, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:233:397193

Čolak F. Odnosi s javnošću u športu - primjer Real Madrid [Undergraduate thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2017 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:233:397193

F. Čolak, "Odnosi s javnošću u športu - primjer Real Madrid", Undergraduate thesis, Edward Bernays University of Applied Sciences, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:233:397193

Metadata
TitleOdnosi s javnošću u športu - primjer Real Madrid
AuthorFilip Čolak
MentorZdeslav Milas (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2017-12-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Postoje mnoge definicije koje objašnjavaju športske odnose s javnošću te njihove ciljeve i funkcije. Športski odnosi s javnošću kao profesija obuhvaćaju skup procesa kroz koje sportske organizacije grade kvalitetan odnos sa ciljanom publikom koji se bazira na međusobnom povjerenju u svrhu pozitivnog ugleda i imidža te kvalitetnog poslovanja. Zbog današnje ogromne popularnosti sporta kao jednog od glavnih aspekata društva športski odnosi s javnošću su zastupljeniji nego ikad. Unatoč tome što se pojmovi športski odnosi s javnošću i marketing u športu usko povezuju, razlikuju se u ciljevima. Studijom slučaja nogometnog kluba Real Madrida ukazat će se na profil kluba i organizacije kao jedne složene zajednice te koji su to dionici ključni i neizostavni u samom procesu poslovanja organizacije. Također, radom će se objasniti na koje načine sama organizacija Real Madrid uspostavlja i gradi odnose s medijima te kojim sve društvenim mrežama dopiru do svoje ciljane publike. Svi ti procesi imaju ključnu ulogu u kreiranju javnog mnijenja koje je iznimno važno za poslovanje organizacije.
Abstract (english)
There are many definitions that explain sport public relations and their goals and functions. Sport public relations as a profession include a set of processes through which sports organizations build a quality relationship with a targeted audience that is based on mutual trust for the purpose of positive reputation, image and quality of business. Because of today‘s huge popularity of sports as one of the main aspects of society, sport public relations are more represented than ever. Despite the fact that the concepts of sport public relations and sports marketing are closely linked, they are different in the goals. The case study of the Real Madrid football club will include the profile of the club and the organization as a complex community, will show who the key stakeholders of the club are and what their main importance for the organization is. It will also explain how the Real Madrid organization itself establishes and builds media relations, and which social networks they use to reach their targeted audience. All of these processes play a key role in creating public opinion that is extremely important to the organization‘s business.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:397193
Study programmeTitle: Communication management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ca odnosa s javnošću (stručni/a prvostupnik/ca odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-08-20 13:47:06