Perception of Identity, Image and Reputation of public relations

Rezultati relevantnih istraživanja provedenih u više od četrdeset europskih zemalja pokazali su da značajan broj stručnjaka za odnose s javnošću smatra kako njihova struka ima problema s imidžem i reputacijom. Istraživanja javnog mnijenja u Velikoj Britaniji pokazala su da i većina Britanaca smatra da su odnosi s javnošću u reputacijskoj krizi. Uzimajući još u obzir da se radi o struci koja se bavi imidžem i reputacijom, moguće je da takav stav može potaknuti sumnje u stručnost stručnjaka za odnose s javnošću, te izazvati nepovjerenje u učinkovitost struke da upravlja ne samo vlastitim imidžem i reputacijom, nego i imidžem i reputacijom svojih klijenata. Upravo su takva pitanja i pretpostavke, te rezultati relevantnih istraživanja u Europi bili povod za provođenje istraživanja Percepcije identiteta, imidža i reputacije odnosa s javnošću, čiji je cilj bio saznati kako različite skupine ljudi percipiraju navedenu profesiju. Istraživanje je provedeno među stručnjacima za odnose s javnošću, studentima komunikacijskih znanosti, te među punoljetnim građanima koji se ne bave odnosima s javnošću.Findings of relevant research carried out in more than forty European countries show that a considerable number of public relations professionals believe that their profession has a problem with image and reputation. Public opinion surveys in Great Britain pointed out that the majority of British people also think that public relations are in a reputational crisis. Taking into consideration the fact that this profession itself deals with image and reputation, it is likely that such a view can cause doubts about PR professionals competence, or a lack of trust in the professions efficiency to manage their own image or the image of their clients. These questions, concerns and assumptions, as well as the findings of the above-mentioned research were a motif for undertaking the research for Perception of Identity, Image and Reputation of Public Relations. The aim of the research was to find out how different social groups perceive public relations. The research was carried out on three different groups: PR professionals, communication science students and adults who have never worked as PR professionals, nor studied public relations or communication science