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professional thesis
Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:741328
Pastuović, Ana
University of Zagreb
Faculty of Economics and Business
Department of Mathematics

Institutional repository: REPEFZG

Cite this document

Pastuović, A. (2020). Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima (Professional thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:741328

Pastuović, Ana. "Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima." Professional thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:741328

Pastuović, Ana. "Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima." Professional thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:741328

Pastuović, A. (2020). 'Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima', Professional thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:741328

Pastuović A. Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima [Professional thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:741328

A. Pastuović, "Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima", Professional thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:741328

Metadata
TitleUpravljanje kampanjom odnosa s javnošću u hrvatskim muzejima
AuthorAna Pastuović
MentorAna Tkalac Verčič (mentor)
Committee memberDubravka Sinčić Ćorić (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Mathematics)
Zagreb
Defense date and country2020-07-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Praksa pokazuje kako odnosi s javnošću postaju sve važniji za muzeje. Osim što imaju funkciju promocije muzejske institucije i njezinih aktivnosti, muzejski odnosi s javnošću pomažu u izgradnji povjerenja javnosti i ugleda muzeja, prikupljanju financijskih sredstva te uspostavi i održavanju kvalitetnih odnosa s brojnim javnostima muzeja. Muzeji primjenjuju različite strategije odnosa s javnošću, uključujući kampanju odnosa s javnošću. U Hrvatskoj do sada nije provedeno istraživanje koje bi analiziralo odnose s javnošću u muzejima u kontekstu kampanje za odnose s javnošću. Za potrebe ovog rada provedeno je primarno istraživanje metodom intervjuiranja, na namjernom, prigodnom uzorku od 10 muzeja u Republici Hrvatskoj. Ciljevi su bili: istražiti u koje svrhe muzeji provode kampanju odnosa s javnošću, načine na koje se planiraju i provode kampanje, koje su sve koristi muzeji ostvarili primjenom kampanje te u kojoj mjeri kampanja pomaže u ostvarivanju konkurentske prednosti. Rezultati istraživanja pokazuju kako muzeji u Republici Hrvatskoj primjenjuju kampanju odnosa s javnošću najčešće u svrhu promocije izložbi, muzejskih manifestacija i događanja, zatim radi rješavanja određenog problema zajednice, promicanja pozitivnog ponašanja, povećanja vidljivosti muzeja, promocije otvaranja novog muzeja, u svrhu jačanja ugleda, privlačenja posjetitelja i prikupljanja financijskih sredstava, donacija i sponzorstava. Muzeji smatraju da su kampanje odnosa s javnošću korisne i da im pomažu u ostvarivanju organizacijskih ciljeva i misije. Kao najčešće prepreke provođenju kampanja odnosa s javnošću u muzejima ispitanici navode nepostojanje budžeta za financiranje kampanje, manjak stručnog kadra, nedovoljno poznavanje tehnika strateškog planiranja te nedovoljnu želju ostalih dionika za sudjelovanjem u kampanji.
Abstract (english)
The practice has shown that public relations have become increasingly important for the work of museums: from supporting the promotion of exhibitions and other projects to growing public trust and strengthening the reputation of the museum in public, collecting finances as well as establishing and maintaining good relationship with diverse publics. Museums apply various public relations strategies, including public relations campaigns. So far there has been no research in Croatia focusing on public relations in museums in the context of public relations campaign. For the purpose of this thesis, the interview-based survey covered the sample of 10 museums in Croatia experienced in conducting public relations campaigns. The objectives were to explore the purposes of public relations campaigns, ways in which the campaigns had been planned and implemented, as well as their benefits and the potential for a competitive advantage. The research has shown that museums in Croatia conduct public relations campaign mostly to promote exhibitions and museum events, to address a particular community problem, support positive behaviour, increase visibility of the museum, promote the opening of a new museum, enhance the museum’s reputation, invite visitors and attract financial resources, donations and sponsors. The museums believe that public relations campaigns are useful, as well as a valuable tool in fulfilling the organizational goals and missions. As the most common obstacles to public relations campaigning in museums, the respondents stated a lack of funding for the campaign, the absence of professional staff, insufficient knowledge of strategic planning techniques and the indifference of the stakeholders to participate in the campaign.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:741328
Study programmeTitle: Marketing Communications Management
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica upravljanja marketinškom komunikacijom (sveučilišni/a specijalist/specijalistica upravljanja marketinškom komunikacijom)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-07-14 09:14:38