| Abstract | Odnosi s javnošću su relativno mlad i mnogima još nepoznati pojam. To je profesija, poziv, umjetnost, znanost. Odnosi s javnošću su grana menadžmenta, dio marketinga, povezani su sa novinarstvo. Njihovo tumačenje nema konzistentnost jer ne postoji još uvijek međunarodno priznato objašnjenje što su zapravo i kako ih zvati. S obzirom da je ova profesija u usponu, svakim danom se razvija. Neki smatraju da su odnosi s javnošću oduvijek postojali pod drugim nazivima, jer uz ovaj pojam vežu se i izrazi propagande, manipulacijom stavova što potkrepljuju mnogi dokazi iz povijesti. Primjerice, kralj je slao svoje glasnike za objavu vijesti, poruka, uputstava ili pak kada su se širile lažne vijesti i objave za vrijeme ratova kako bi se potakla ljutnja među ljudima. Pojavom tehnologije proširenost PR-a je veća nego ikada, a pojavom društvenih mreža promijenio se i način rada odnosa s javnošću jer je doći do ciljane javnosti sve lakše. Odnosi s javnošću i društvene mreže su međusobno u simbiozi i njihov sklad je sve jači. . No, kao u svačemu postoji pozitivnih strana, postoje i negativne. Koliko god da su društvene mreže dobra podloga za poslati određenu poruku, toliko su i loše jer se može lakše proširiti neistina ili se nečije riječi mogu uzeti iz konteksta i tako stvoriti lošu predodžbu o nekoj osobi ili organizaciji |
| Abstract (english) | Public relations is a relatively young and still unfamiliar concept to many. It's a profession, a calling, an art, a science. Public relations constitute a branch of management, a part of marketing, and they are intertwined with journalism. The interpretation of public relations lacks consistency because there isn't yet an internationally recognized explanation of what they truly are and how to refer to them. Given that this profession is on the rise, it is evolving with each passing day. Some believe that public relations have always existed under different names. The term is also associated with expressions like propaganda and the manipulation of attitudes, which are supported by numerous historical pieces of evidence. For instance, kings used to send messengers to announce news, messages, instructions, or even spread fake news and announcements during wars to incite anger among people. With the advent of technology, the prevalence of PR is greater than ever, and the emergence of social media has changed the way public relations work, as reaching the target audience has become easier. Public relations and social media are mutually symbiotic, and their harmony is growing stronger. However, as with everything, there are positives and negatives. As much as social media provides a good platform to convey a specific message, it also has downsides, as falsehoods can spread more easily, and someone's words can be taken out of context to create a negative perception of a person or organization. |
