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undergraduate thesis
Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:990397
Vupora, Leonarda
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Vupora, L. (2022). Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:990397

Vupora, Leonarda. "Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:990397

Vupora, Leonarda. "Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:990397

Vupora, L. (2022). 'Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja', Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 13 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:990397

Vupora L. Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 November 13] Available at: https://urn.nsk.hr/urn:nbn:hr:148:990397

L. Vupora, "Uloga odnosa s javnošću u promociji sportskih i kulturnih događanja", Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:990397

Metadata
TitleUloga odnosa s javnošću u promociji sportskih i kulturnih događanja
Title (english)The role of public relations in cultural and sport event promotion
AuthorLeonarda Vupora
MentorIrena Pandža Bajs (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Važnost odnosa s javnošću, kao relativno mlade profesija, porasla je u posljednjem desetljeću jer su razne organizacije uvidjele prednosti efikasno provedenih PR aktivnosti. Odnosi s javnošću predstavljaju komunikacijski koncept koji može postići dugoročno postavljene ciljeve vezane uz kreiranje pozitivnog imidža te odnosa razumijevanja s ciljnim skupinama, ukoliko su PR aktivnosti dobro planirane i efikasno provedene. Događanja su postala jedan od glavnih turističkih motivatora i simbol prepoznatljivosti brojnih turističkih destinacija, ali i katalizator za rast drugih gospodarskih aktivnosti. Kako bi događanje privuklo određenu publiku, potrebno je provesti ciljanu PR kampanju koja će osigurati medijsku pokrivenosti i osviještenost o održavanju i postojanju manifestacije. ATP Umag i Dubrovačke ljetne igre, svojim programom privlače mnogobrojne domaće i strane posjetitelje, što unaprjeđuje imidž same destinacije, ali i Hrvatske kao zemlje. Svojim radom, stručnjaci odnosa s javnošću nastoje osigurati kontinuirani pozitivan dojam o konkretnim manifestacijama, a alatima uspješno provesti planirane aktivnosti. Svrha je ovog rada putem studije slučajeva utvrditi ulogu odnosa s javnošću u promociji ATP Umaga i Dubrovačkih ljetnih igara kao i usporediti provedene PR aktivnosti prije i poslije pojave pandemije COVID-19.
Abstract (english)
As a relatively new profession, the significance of public relations has grown in the last decade as various organizations have seen the benefits of properly implemented PR activities. If public relations activities are well planned and efficiently implemented, they can achieve long-term goals related to creating a positive image and an understanding relationships with target groups. Events have not only become a mayor tourist motivators and a symbol of the recognition of numerous tourist destinations, but they have also served as a catalyst for the growth of other economic activities. To attract a specific audience, a targeted public relations campaign must be implemented to ensure media coverage and awareness of the event's holding and existence. With their programs, ATP tournament and the Dubrovnik Summer Festival attract an abundanceo f domestic and foreign visitors, which improves the image of both the destination and Croatia as a country. Public relations professionals strive to maintain a consistent positive image of specific events and to use their tools to successfully implement planned activities. The object of this paper is to use a case study to determine the role of PR in the promotion of ATP tournament and the Dubrovnik Summer Festival, as well as compare PR activities conducted before and after the onset of the COVID-19 pandemic.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:990397
Study programmeTitle: Business Economics
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2022-09-13 12:10:30