Title Odnosi s javnošću u civilnim organizacijama
Title (english) Public relation in civil society
Author Tajana Sisgoreo
Mentor Ivan Burić (mentor)
Committee member Danijel Labaš (predsjednik povjerenstva)
Committee member Matilda Kolić Stanić (član povjerenstva)
Committee member Ivan Burić (član povjerenstva)
Granter University of Zagreb Faculty of Croatian Studies (Department of Communication Sciences) Zagreb
Defense date and country 2016-09-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Information and Communication Sciences Communicology
Abstract Danas svaka organizacija koja si ţeli osigurati vidljivost i doprijeti do svoje zainteresirane javnosti mora razmišljati o kvalitetnom provoĊenju svojih komunikacijskih aktivnosti. Odnosi s javnošću tako postaju nezaobilazna komponenta organizacijskih struktura. Civilne udruge ĉesto kako bi ostvarile svoje ciljeve i opravdale svoje postojanje moraju imati potporu javnosti. Vidljivost, zadobivanje podrške javnosti, utjecanje na donositelje odluka, stjecanje financijske potpore i mobiliziranje volontera samo su neki od izazova zbog kojih civilnim organizacijama trebaju kvalitetno osmišljeni odnosi s javnošću.
Temeljna ideja ovog rada je predstaviti posebnosti odnosa s javnošću u civilnim organizacijama. Rad je strukturiran tako da kreće od teorijskih poglavlja, od općenitih prema konkretnijima, do istraţivaĉkog djela te završava zakljuĉnim razmatranjima.
Teoretski aspekt rada ukljuĉuje pobliţe odreĊivanje odnosa s javnošću i civilnih udruga. Unutar prve teorijske cjeline iznesen je povijesni pregled odnosa s javnošću, prikazane su najvaţnije teorije i prouĉene su glavne sastavnice koje ĉine odnose s javnošću. U daljnjem teorijskom poglavlju navedene su karakteristike i aktivnosti civilnog društva, te je opisan razvoj civilnih udruga u Hrvatskoj. Posljednji teorijski aspekt rada opisuje elemente odnosa s javnošću ĉije je korištenje karakteristiĉno za civilno društvo - javno zagovaranje, lobiranje, upravljanje dogaĊajima, gerilska komunikacija, društveni mediji i kampanje.
Istraţivaĉki dio rada usmjeren je na ispitivanje prepoznatljivosti odnosa s javnošću u civilnim organizacijama. Provedeno je kvalitativno znanstveno istraţivanje metodom polustrukturiranih dubinskih intervjua s pet zaposlenika razliĉitih civilnih organizacija. Provedenim istraţivanjem u ovom radu potvrĊena je hipoteza da se civilne organizacije pri organiziranju i provedbi svojih komunikacijskih aktivnosti ĉesto koriste specifiĉnim komunikacijskim strategijama, koje nisu zastupljene u odnosima s javnostima koje provode poslovne organizacije. Kako bi civilne organizacije bile uspješne u provoĊenju jedne od svojih glavnih komunikacijskih aktivnost – javnog zagovaranja, ĉesto se odluĉuju za lobiranje, gerilski marketing, organiziranje pseudodogaĊaja i kampanja.
Abstract (english) Nowadays, every organization that wants to ensure its visibility and reach its interested public needs to consider a high-quality implementation of its communication activities. That is why public relations have become an indispensable component of their organizational structures. In order to reach their goals and justify their existence, civil associations often need to have public support. Visibility, gaining public support, influencing decision makers, getting financial support and mobilizing volunteers are some of the challenges and reasons why civil associations need good public relations.
The main purpose of this paper is to present particularities of public relations in civil associations. The paper includes theoretical chapters, from general to more concrete ones, as well as the research part and, finally, a conclusion.
The theoretical aspect of this paper takes a closer look at public relations and civil associations. The first theoretical chapter includes a historical overview of public relations, the most important theories and the main components of public relations. The next theoretical chapter includes characteristics and activities of civil society, as well as an overview of civil associations' development in Croatia. The final theoretical chapter describes public relations features which are typical for civil society - advocacy, lobbying, event management, guerrilla communication, social media and campaigns.
The aim of the research was to establish to what extent civil associations recognize the importance of public relations. A qualitative survey was conducted using the method of unstructured in-depth interviews with five employees from different civil associations. The research has proved the hypothesis that, in organizing and implementing their communication activities, civil associations often use specific communication strategies, which are not used in public relations activities conducted by business organizations. In order to successfully implement one of their main communication activities – advocacy – civil associations often opt for lobbying, guerrilla marketing, organizing pseudo-events and campaigns.
Keywords
odnosi s javnošću
organizacije civilnog društva
javno zagovaranje
lobiranje
gerilska komunikacija
upravljanje dogaĊajima
društveni mediji
kampanje
Keywords (english)
public relations
civil society organizations
advocacy
lobbying
guerrilla communication
event management
social media
campaigns
Language croatian
URN:NBN urn:nbn:hr:111:456124
Study programme Title: Department of Communication Studies Study programme type: university Study level: graduate Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2016-10-06 07:49:38